Drew Addis
A membership platform for endurance athletes who fuel with real food.
The challenge
Drew Addis is an endurance athlete and coach behind Natural Fuel Endurance, which teaches athletes to fuel training and races with homemade food instead of commercial gels. He needed one site that sells memberships and coaching, keeps recipes, guides and the community behind the right paywall, and still looks like a modern brand rather than a stock membership theme.
My contribution
Redesigned the whole site on a Memberlite child theme with nine custom page templates: home, Fuel Lab, coaching, community, pricing, resources, the fueling audit and a member dashboard. Paid Memberships Pro handles the plans, and I rebuilt its login, checkout, account and levels pages to match the new design. I wrote the logic that gates recipes, forums and the fueling audit by membership level, and the recipe system with structured data for search engines.
How it works
Each membership level unlocks different content. Recipes are their own content type with categories for drinks, gels and solids. Members see the full ingredients and steps, while everyone else sees the recipe card with a "Fuel Lab exclusive" lock and an upgrade button. Every recipe page outputs Schema.org Recipe data in JSON-LD, with prep and cook times converted to ISO 8601, so it can appear as a rich result in Google. Forums run on bbPress, and the plugin checks access per forum, sending non-members to the pricing page and members to the first forum their level opens. After signing up, members fill in a fueling audit that is stored on their profile and shown back to them through a shortcode, with a redirect to their account once it is submitted.
Membership determines access
Join a membership
Select a plan through the redesigned PMPro checkout.
Check the member level
Recipe and forum access depend on the active level.
Open available content
Members get the recipes and forums their plan unlocks.
Complete the fueling audit
Answers are stored on the profile and shown in the account.
Restricted recipes show a locked preview and upgrade action; forum access is checked separately.
Checkout & membership
The checkout is a custom template around Paid Memberships Pro: a plan selector at the top lets visitors switch between the free Starting Line level and the paid Fuel Lab level, and an order summary lists the features of the chosen plan next to the form. Account, login and levels pages share the same design, so the whole path from first visit to member dashboard feels like one product. Memberlite's own styles were isolated so they no longer clash with the new design.
What it covers
- Nine custom page templates on a Memberlite child theme
- Paid Memberships Pro checkout, account and levels pages redesigned
- Plan selector and order summary on checkout
- Recipe content type with categories and members-only content
- Schema.org Recipe JSON-LD with ISO 8601 times
- bbPress forums gated per membership level
- Fueling audit stored per member and shown back via shortcode
- Responsive design, scroll animations and FAQ accordion
Gallery
Outcome
A live membership platform where athletes can discover free recipes, join, pay and get straight into the recipe library, guides, community and coaching, all in one consistent design. Drew describes the work as talented website design, with clear explanations even when his own side was not fully organized.