Brand Identity, Booking Platform & E-Commerce Development for a Professional Football Coaching Business

The Challenge

Ronnie Hollingshead, a professional goalkeeper signed with Aston Villa, launched RH Goalkeeping to deliver specialist goalkeeper coaching and training programmes.

As the coaching business began to grow, the brand required a clear digital presence capable of supporting both bookings and product sales.

The project needed to deliver:

• A distinctive brand identity and logo
• A professional website to support credibility and visibility
• A booking system for goalkeeper coaching sessions
• Individual diary management for multiple coaches
• Secure online payments
• A simple e-commerce system for selling goalkeeper gloves

The platform needed to be easy for young players and parents to use, while also giving coaches control over their availability and bookings.

Our Approach

We delivered a complete digital foundation for RH Goalkeeping, combining brand development, a bespoke booking system and integrated e-commerce functionality within a scalable WordPress platform.

Brand Strategy & Identity

We developed a new brand identity for RH Goalkeeping designed to reflect:

• Professional football credibility
• Energy and performance associated with goalkeeper training
• A clean, recognisable logo suitable for digital and merchandise use

The brand was designed to work consistently across the website, social media and future product ranges.

WordPress Website Development

The website was built using WordPress to provide a flexible and scalable platform capable of supporting both bookings and e-commerce.

The design prioritised:

• Mobile usability for parents and young players
• Clear pathways to book coaching sessions
• Strong visual presentation of training programmes
• Fast loading performance and SEO-friendly structure

This created a professional digital hub for the RH Goalkeeping brand.

Bespoke Coaching Booking System

A key requirement of the project was developing a custom booking system tailored specifically to the coaching model.

We developed a bespoke WordPress plugin allowing:

• Multiple coaches to manage their own diaries
• Session availability to be controlled individually
• Players to book available slots online
• Automated payment processing during booking

This system allows RH Goalkeeping to scale coaching activity while keeping scheduling organised and easy to manage.

Stripe Integration for Payments

To support seamless transactions, the platform integrates Stripe for secure online payments.

This allows:

• Fast checkout for coaching bookings
• Secure payment processing
• Simplified financial tracking

Payments are handled directly through the booking process, creating a smooth user experience.

E-Commerce for Goalkeeping Gloves

In addition to coaching services, RH Goalkeeping sells goalkeeper gloves through the website.

We implemented a simple e-commerce checkout process allowing:

• Product browsing
• Secure online purchases
• Integrated payment processing
• Easy order management

The store is designed to remain lightweight and simple, focusing on fast transactions and ease of use.

Impact

The RH Goalkeeping platform now provides:

• A professional brand identity aligned with elite football coaching
• A scalable website supporting coaching growth
• A bespoke booking system tailored to coaching operations
• Integrated payments through Stripe
• A streamlined e-commerce experience for merchandise

The platform allows Ronnie and his team to focus on coaching and player development while the website manages bookings and payments efficiently.

What This Demonstrates

This project highlights The DM Lab’s ability to:

• Develop brand identities for emerging sports businesses
• Build bespoke WordPress plugins tailored to operational needs
• Integrate booking systems with secure payment processing
• Create scalable digital platforms supporting both services and e-commerce
• Combine user experience design with technical development