Custom WooCommerce theme development for GroupX Training
We built a custom WordPress theme for Group X Training (GXT), including a WooCommerce-powered store for courses and apparel and an integrated Learning Management System (LMS). Founded by ex-Nike athlete Jayne Nicholls, GXT delivers accredited online yoga and fitness courses and certifications to learners worldwide, including in the UK.
Client:
Skill-set utilised:
- UX & UI design for e-commerce and digital fitness platforms
- Custom WordPress & WooCommerce theme development
- Gutenberg & ACF custom block development
- Custom WordPress development tailored to business requirements
- Responsive, performance-focused UI implementation from Figma designs
Website url:
Industry:
Health & Fitness
For agency:
White Label Project for NPIT in London, UK
Project Brief:
Custom WooCommerce Build for Fitness E-Commerce
Group X Training is an established fitness brand that needed a modern, high-performance e-commerce platform to support their online training programs and memberships for learners worldwide, including in the UK. They required a custom WooCommerce solution that aligned with their existing brand identity while improving usability, speed, and conversion potential.
We delivered full UX/UI design and custom WordPress + WooCommerce theme development, creating a responsive, scalable site that provides a seamless experience for both international customers and UK learners, as well as administrators.
Challenges & Objectives
Group X Training required a custom WooCommerce solution that could support digital products, memberships, and a high volume of site traffic while maintaining fast load times and strong mobile performance. The challenge was to create a scalable, maintainable WordPress system that aligned with the brand’s visual identity and provided flexible content management.
Our objective was to deliver a custom WordPress and WooCommerce theme, including custom Gutenberg and ACF blocks, responsive UI implementation from Figma, and a user-friendly e-commerce experience optimised for conversion. The final result needed to be easy to manage, fast to navigate, and consistent with the established fitness brand while providing a seamless experience for UK learners and international customers alike.
Our approach
Discovery & Requirements
We began by understanding Group X Training’s existing brand identity, product offering, and user needs. This phase focused on defining the core goals for the new site—performance, usability, and a premium fitness experience—while aligning the e-commerce functionality with the client’s business requirements.
UX & UI Design
Using the insights gathered, we designed a clean, modern user experience optimised for conversions and ease of use. The UI was created to reflect the brand’s energy and professionalism, with a layout that makes digital fitness programs and memberships easy to discover and purchase.
Custom WordPress & WooCommerce Theme Development
We built a fully custom WordPress and WooCommerce theme tailored to the project’s needs, ensuring the site was fast, stable, and scalable. This included custom WooCommerce templates and a structure designed specifically for selling digital products and memberships.
Flexible Content & Responsive Implementation
To ensure ongoing ease of management, we developed custom Gutenberg and ACF blocks that allow the client to update content without compromising design consistency. The theme was also fully responsive, delivering a smooth experience across mobile, tablet, and desktop devices.
Key Deliverables
- Full UX/UI design for the new e-commerce experience
- Custom WordPress theme development tailored to the brand
- Custom WooCommerce theme build for digital products and memberships
- Custom Gutenberg & ACF block development for flexible content management
- Responsive implementation based on Figma designs
- Performance-optimised site architecture and frontend build
- Scalable WordPress solution for ongoing updates and growth
The final custom WooCommerce website delivered the following results:
Delivered a fully custom WooCommerce theme that matches the established Group X Training brand
Improved user experience with a modern, conversion-focused e-commerce layout
Enabled easier content updates with custom Gutenberg and ACF blocks
Provided a scalable, maintainable WordPress system for long-term site management
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