Let's Go Tennis

The Problem

The client operates two distinct entities under one brand — a professional tennis retail store and a 501(c)(3) nonprofit foundation. These needed to coexist on a single platform without confusing visitors or diluting either mission. Additionally, the platform required a coach discovery system to connect players with local instructors, adding a service marketplace layer on top of the e-commerce and nonprofit functions.

The Solution

The platform unifies both entities within a single WordPress installation, using clear information architecture to separate the commercial store from the foundation's mission and donation pathways. WooCommerce powers the retail side with full product catalog and checkout, while the nonprofit section has its own narrative flow and calls to action. A custom coach discovery system lets visitors search for and connect with tennis professionals in their area.

Why It Matters

Dual-purpose platforms require disciplined information architecture — the commercial and nonprofit sides must each feel complete on their own while clearly belonging to the same brand. Getting this wrong means either the store feels like a charity or the foundation feels like a sales pitch. Neither happened here.

Stack Used

• Platform: WordPress + WooCommerce
• Performance: WP Rocket + optimized hosting
• Custom: Coach discovery system, dual-purpose information architecture
• SEO: Rank Math

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