Sean Dwyer Coaching
A premium coaching brand with the ecommerce to match.
Location: Belfast, Northern Ireland
Engagement: Custom site build, ecommerce & admin
Stack: Laravel, Tailwind, Alpine.js, Stripe
Website: seandwyercoaching.com
A brand the off-the-shelf platforms couldn't carry.
Sean Dwyer is a Belfast personal trainer with a BSc (Hons) in Sport, Fitness & Coaching, over a decade of experience, and a roster of hundreds of clients. He sells structured digital programmes - Project 90, The Glute Programme - alongside one-to-one coaching, and uses a free fat-loss guide to bring new prospects into the funnel.
The generic coaching platforms (Trainerize, Kajabi, off-the-peg fitness templates) were the obvious starting point. They didn't work for what he was trying to do:
- Brand limits - templated coaching platforms force everyone into the same look, undermining the premium positioning a serious coach is trying to build
- No control over the funnel - free-guide opt-ins, programme purchases and tool engagement all needed to live on the same domain, not scattered across third-party SaaS
- No room for owned tools - a branded calorie calculator (the kind of tool that pulls in organic traffic and converts to leads) doesn't fit anywhere on a generic platform
- No admin autonomy - adding a new programme, changing a price, or running a promo shouldn't require a developer every time
He needed a custom site that sold programmes, captured leads, hosted his own tools, and gave him control of the admin - without an ongoing subscription tax on every transaction.
A custom ecommerce build, owned end to end.
Built on Laravel, Tailwind and Alpine.js, Two Clouds designed and built a bespoke ecommerce site - branded, mobile-first, and shaped around how Sean actually sells. Stripe handles the payments, the admin lets him manage his own catalogue, and an owned calorie-calculator tool brings prospects in and feeds the lead-capture funnel.
Programme Catalogue & Cart
A clean, branded shopping experience for digital programmes and guides - product pages, add-to-cart, slide-out basket and a checkout designed for conversion on the mobile devices most clients buy from.
Stripe Checkout Integration
Stripe handles payments directly, no third-party platform fees on every sale. Card details never touch the site, and customers get the secure, familiar checkout experience they expect.
Branded Calorie Calculator
An owned tool that pulls in organic search traffic, demonstrates expertise, and ends with a clear path into Sean's programmes - a lead magnet that lives on the brand, not on someone else's domain.
Owner-Friendly Admin Dashboard
A custom admin so Sean can add programmes, update pricing, manage stock and run promos himself - no developer in the loop for day-to-day catalogue work.
A coaching business with the platform to scale.
- Premium brand presentation - a custom-designed site that matches the quality of the coaching, not a templated platform that flattens it
- Direct programme sales - digital programmes available 24/7 via Stripe, with no SaaS platform taking a cut of each transaction
- Owned organic traffic - the branded calorie calculator brings prospects in through search and routes them into the funnel
- Day-to-day autonomy - Sean can add programmes, change pricing, and run promotions himself through the admin
- A platform to grow on - mobile-first, lead-capture ready, and built to extend as new programmes, tools and content are added
“I’d been looking at Trainerize and the usual coaching platforms, but none of them carried the brand the way I needed. Two Clouds built something I actually own - programmes sell through Stripe directly, the calorie calculator brings new people in off Google, and I can run the admin myself without paying a SaaS fee on every transaction.”
Sean Dwyer, Owner, Sean Dwyer Coaching
