Ermes Gasparini

From world-class athlete to digital learning experience.

Ermes Gasparini is an Italian professional armwrestler, known on the international circuit. We designed and built his official website: a platform that sells video courses and coaching, and unlocks every course in a personal area as soon as it is bought, without a traditional LMS.

Industry
Sport, personal brand, digital education
Location
Italy
Year
2025/26
DesignProductDevelopment
3layers in one platform: design in Webflow, sales on WooCommerce, course access in custom code
1bundle purchase that unlocks four technique courses at once
0LMS platforms: course access is custom code on WooCommerce
The challenge

Turning expertise into a digital product.

How do you turn the know-how of an international champion into something people around the world can buy and follow on their own? This needed far more than a showcase site.

The offer had to be organised into video courses and one to one services, buying had to be simple, and every customer had to land on exactly the right content after paying. All while keeping Ermes, his credibility and his direct relationship with the community, at the centre.

Approach

One athlete. Multiple ways to learn.

The architecture separates five moments of the journey, from the first visit to the training itself.

  1. 01ExploreMeet Ermes, his career and what he teaches.
  2. 02ChooseBrowse the courses and pick the technique to work on.
  3. 03PurchaseBuy a single course or the bundle through WooCommerce.
  4. 04AccessLog in and find the unlocked courses in the dashboard.
  5. 05ConnectBook 1:1 coaching, or get in touch for events and partnerships.
What we did

One project, step by step

Design01

Visual experience

A digital presence built around the athlete.

1.1Two kinds of offer, two colours

Video courses live in red, learn at your own pace and buy now. One to one services live in blue, with no price on the card, because they start with a conversation. Same card system, a different signal.

1.2Coaching and custom plans

Live training, online coaching and a video call with a personalised plan, each with its own page.

1.3Pricing that explains the bundle

The four technique courses add up to 360 €, the bundle costs 300 €. The catalogue shows both, so the saving reads at a glance.

Development02

From Webflow to WordPress

Design freedom. E-commerce flexibility.

2.1Designed in Webflow

The interface was built in Webflow, where layout and interactions can be shaped freely.

2.2Converted with Udesly

Udesly turned the design into a WordPress theme, keeping the visual control of the original.

2.3WordPress, WooCommerce and custom logic

WordPress manages content and users, WooCommerce handles products and checkout, and our own code handles the courses.

Key featureDigital productCustom code

Built beyond a traditional LMS. A custom learning experience, integrated with WooCommerce.

Instead of a learning platform plugin, we built dedicated course pages, a personal dashboard and the logic that links what someone bought to what they can watch.

It runs on a custom data structure, ACF fields and code written for this project. Protected pages send anyone who is not logged in straight to the login.

  1. 01ProductsEach course is sold as a digital product.Single courseBundle
  2. 02AssociationEvery course is linked to the product that sells it.course taxonomyACF fields
  3. 03AccessCustom logic checks what the user has bought.PurchasesLogin redirect
  4. 04DashboardThe personal area shows every course, open or locked.UnlockedLocked
  5. 05One purchase, four coursesBuying the bundle unlocks Toproll, Toproll 2, Hook and Press.300 €vs 360 €
AThe dashboard is also a shop window
Bought courses open with “Go to course”. The others stay visible but blurred, with a lock, so the next course is always one step away.
BA course page with a plan
Each course opens with the recommended training frequency, before the first lesson.
CNumbered lessons
The program is a sequence: numbered video lessons, each one a click away.
DThe lesson
One exercise, one video, and a way back to the course.
Timeline

Six months, from brief to platform

  1. Jul to Sep 2025Brief and strategyAn official site for the athlete, video courses, one to one coaching, partner products and paths by experience level.
  2. Oct 2025UX, UI and content architectureThe Webflow prototype, built around training and the athlete’s experience. “Train with structure. Grow with purpose.” is born here.
  3. Nov 2025E-commerce and learning architectureWebflow, Udesly, WordPress and WooCommerce, and the decision to skip a traditional LMS.
  4. Nov 2025 to Jan 2026Custom developmentCourse taxonomy, ACF links between courses and products, the dashboard, purchase-based access and the four course bundle.
Results

What it delivers

  1. 01An official site where personal brand, sales and training live in one experience.
  2. 02A catalogue of video courses and coaching services, each with its own page.
  3. 03WooCommerce checkout, login and a personal training dashboard.
  4. 04Course access managed by our own code, single courses and bundle included.
See it liveermesgasparini.comvisit the website
Next projectProject Wellness EquipmentA professional equipment catalogue, and a quotation journey built around the way they sell.all projects
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