Case Study

Dressage Adventures Membership Website

Industry: Equestrian Training
Location: Chatteris, Cambridgeshire, UK
Launched: 2022
Platform: WordPress, Elementor & WooCommerce

Services

The Client

Dressage Adventures is an award-nominated online dressage training and competition platform based in Chatteris, Cambridgeshire, UK. It was created by British Dressage Grand Prix rider and coach Tracy Fall and international horsemanship trainer Jenku Dietrichsen, who share a passion for better communication between horse and rider. Their programs follow real horses, like young Raffles, through every stage of training, from groundwork all the way up the levels. To give riders a better way to learn, buy programs and enter competitions, Tracy asked us to build a new website.

The Challenge

Dressage Adventures sells something you can't hold: a complete training system, delivered as video. Riders need to understand the approach, find the right program for their horse, then buy it once or join a membership and keep coming back to watch, practice and progress. The previous site ran on Shopify and was set up like a small store, which made a growing library of programs, memberships and services hard to present as one connected journey.

The business was also doing more than selling videos. Monthly online dressage competitions, personal video coaching with Tracy and two levels of membership each needed their own clear explanation, pricing and sign-up path. And because riders join from all over the world, prices had to make sense in more than one currency.

Our Approach

We built the site around the rider's journey: meet Tracy, Jenku and the horses, see how the training works, choose a program, then train season by season. Every program follows the same structure, with four seasons of lessons and a quick-reference card for each one, so riders always know where they are and what comes next. A warm, photo-led design with real horses and real training keeps the tone personal rather than corporate.

Underneath, we moved the platform to WordPress with Elementor and WooCommerce, adding subscriptions and membership access so one login opens the programs a rider has bought or subscribed to. Programs and memberships run through one checkout, with a currency switcher in the header, competitions and coaching have their own entry forms, and Tracy's team can add programs and update content without a developer.

Hover to scroll the page.

What We Built

Here the website is the product, a complete online training platform. Choose a feature to see it on the live site.

The Program Library brings every course together in one place, from Young Horse Groundwork through to Medium and Advanced Medium, plus Jenku's Lunge & Liberty, In-Hand, Scatterproof and Dressage Essentials. Each card leads to a program page with its own story, pricing and lessons.
Every program is laid out across Spring, Summer, Autumn and Winter, with four video lessons per season. Each lesson sits next to a downloadable quick-reference card that sums up the key steps, so riders can take the training out to the arena.
Riders can buy a single program outright or subscribe for unlimited access. The membership page compares Silver and Gold side by side, showing exactly what each includes, from shop discounts to free competition entries and monthly coaching videos.
Riders anywhere can enter a dressage test by video and have it judged by British Dressage listed judges. The competition page explains the Test Only and Test & Train entry options, walks through how to enter and links straight to the entry forms, with free entry for members.
Personal coaching works online too. Riders upload a video of their schooling session and Tracy replies with a personalized training video, with clear pricing for non-members and one free video a month for Gold members.
For riders who aren't sure where to start, a short quiz asks about the horse's age, how often it's worked and what the rider wants to improve, then points them to the program that fits best.

Dressage Adventures: A library of training programs

The Results

training programs, each with its own page: 10training programs, each with its own page
video lessons per program, across 4 seasons: 16video lessons per program, across 4 seasons
step-by-step training videos on the platform: 160+step-by-step training videos on the platform
currencies at checkout, from GBP to ZAR: 6currencies at checkout, from GBP to ZAR

A site that feels like the training

Real horses, real riders and a warm, natural palette carry the same honest, step-by-step spirit as the programs themselves. Visitors meet Raffles and the rest of the herd before they ever see a price, which makes the training feel personal from the first visit.

Clear paths to buy and join

Single programs, Silver and Gold memberships, competition entries and coaching each have their own page with plain pricing and a direct call to action. Riders can compare options quickly and choose what suits them, whichever page they land on.

One platform for members

Programs, memberships, competitions and coaching all live on one WordPress and WooCommerce site with a single account. Members log in once to reach everything they've paid for, and riders abroad can shop in their own currency.

Easy to grow

Every program follows the same reusable structure of seasons, lessons and reference cards, so new programs slot straight into the library. Tracy's team can add content, adjust pricing and run offers in Elementor without starting from scratch.