Bolton Endurance is the coaching business of Ryan Bolton, a Santa Fe-based endurance coach who raced triathlon for the United States at the 2000 Sydney Olympics and turned a professional racing career into one of the more respected coaching operations in the sport. Bolton Endurance Sports Training coaches triathletes, runners, and multisport athletes at every level, from first-timers to professionals, with a full bench of coaches rather than one name on the door. This is the second site I have built for Bolton Endurance, and that is the part I am proudest of. The first redesign earned the relationship; the second got to evolve the brand on a stack I trust, with a clearer structure and a much smoother path for new athletes. The brief was to carry everything the business does, coaching, a deep roster of coaches and athletes, a store, a blog, and a detailed intake and waiver process, without the site feeling heavy.
I handled the web design and the WordPress development. The build runs on a custom child theme with WooCommerce for the store, and the content that changes most often, coaches, packages, and athletes, is each driven by its own structured content type, so adding a coach or adjusting a package is a clean, fielded update rather than a page rebuild. Coaching is the heart of the business, so the packages had to be the clearest thing on the site. The lineup runs across three tiers, The Bolton, Master/Advanced Level, and Associate Level, each with its own pricing and its own coach pairing, plus dedicated services for sports training camps and adaptive multisport and paratriathlon. Each tier gets its own page so an athlete can read exactly what they are signing up for, compare it against the others, and move straight into onboarding from there.
Bolton Endurance is a team, not a solo act, and the site reflects that. The roster runs to more than a dozen coaches led by Ryan, organized by level, alongside a physical therapy consultant and a sports nutritionist, plus a featured-athletes section that shows the program’s results in the people it has helped. Because the roster lives in its own content type, the team can grow or change without anyone touching the layout. The site is also a real store: through WooCommerce, Bolton Endurance sells branded apparel, hats, training camps, and more, styled to feel like part of the site rather than a separate storefront, and the Articles blog gives the coaches a place to publish training advice and race notes, which is good for athletes and good for search. Both run on the same WordPress foundation, so the team manages everything from one familiar dashboard.
The piece I am happiest with is Get Started. Bringing on a new athlete is not a single button, it is a process: create an account, fill in contact and personal details, share sport information so a coach knows where you are, and sign the Bolton Endurance waiver before any training begins. I built that as one guided online flow, from registration through the acknowledgement of risk and release, so a prospective athlete can go from interested to ready in a single sitting. It cuts the back-and-forth for the coaches and gives every new client the same clean, professional first experience. The result is a site that does as much as the business does and still feels light to use: packages you can compare, coaches you can get to know, a store and a blog that feel native, and an onboarding flow that turns interest into a ready-to-train athlete without a phone tag marathon.
And it is the second time around, which is the whole point. Building a site once is a project. Getting asked back to build the next one is a relationship, and those are the ones I am here for. If you want the same on a stack that lasts, here is how I approach web design and WordPress. For a related build with WooCommerce and ongoing care, see Oasis at WSNM, and for another evolving-brand relationship, see the Greenbridge rebrand.
