Sean Dwyer Coaching
A premium coaching brand with the ecommerce to match.
Location: Belfast, Northern Ireland
Engagement: Custom site build, ecommerce, admin & training app (PWA)
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.
An app for his clients, without the app store.
Sean's clients train in gyms with poor signal, and his coaching depended on screenshots and messages to see how their sessions went. A native iPhone and Android app would have meant two builds, app store approval, and a cut of any in-app sales.
Instead, Two Clouds built the SDC Training Log as a progressive web app (PWA). It's a website that clients add to their home screen. It opens full screen like an app and works fully offline in the gym. Because there is one codebase, every update reaches every phone straight away, with no store review.
Works Offline in the Gym
Log sets, reps, weight and RPE from a template or a blank workout, with last session's numbers alongside. The rest timer keeps correct time even when the phone locks.
History & Progress
Past workouts, charts of top sets per exercise, bodyweight, steps, cardio and progress photos. A summary card is ready to share on social media or send to a coach.
Private by Default
Free to use with no account, and everything stays on the phone. Coaching clients sign in with an emailed code instead of a password. They choose exactly what Sean sees and can stop sharing, download or delete their data at any time.
Coaching Built In
Sean builds programmes once and assigns them to one or many clients. In his admin he sees who's training, their recent sessions, charts and weight trend. Every view of a client's data is logged.
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
- An app his clients actually use - the Training Log installs from the browser, works offline in the gym, and lets Sean coach from real session data instead of screenshots
- A new lead source - free users can opt in to programmes and tips straight from the app, and those sign-ups go into Mailchimp
- 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
