ZG Keepers is a specialised goalkeeper academy in Zagreb, and I designed and built the site that represents it. Goalkeeping is a niche within a niche, and the site needed to read that way: credible, structured, and built for a specific audience rather than football fans in general.
The brief
A goalkeeper academy isn't selling generic football training, it's selling a methodology. The brief was to present ZG Keepers' programs clearly enough that a parent or a young keeper could understand exactly what they'd be signing up for: weekly group training, one on one coaching, intensive camps, and diagnostic assessments. The site had to communicate that this is modern, serious coaching, built on decision making and measurable progress, not just cones and drills.
What I built
I built the site on WordPress with a custom theme, written in PHP rather than assembled from a generic page builder or off the shelf template. A goalkeeper academy's program structure doesn't map cleanly onto a typical WordPress theme's post and page model. Group training, private coaching, camps, and assessments each have their own logic and their own information a visitor needs, so I built templates specific to that structure rather than forcing everything into one generic "services" layout.
The core design decision was hierarchy. With four distinct programs, each with a different commitment level and audience, the site needed to help visitors self-select fast: is this for a parent looking for structured weekly training, or a keeper who wants focused one on one work, or someone assessing whether the intensive camp is worth the time. I structured the content and navigation around that decision rather than listing everything flat.
The other thing I leaned on was credibility. Goalkeeper training lives or dies on whether people believe the coaching is legitimate, so the site foregrounds the parts of the methodology that make ZG Keepers different: the emphasis on decision making as a coached skill, not an afterthought, and the use of video analysis and expert feedback to make progress measurable rather than anecdotal. A custom theme meant I could build the layout and content flow specifically to support that story instead of working around a template's assumptions.
The result
Skolavratarazagreb.hr gives ZG Keepers a site that matches the seriousness of what they teach: structured, modern, and clear enough that a visitor understands the full program lineup and what makes the coaching different within a couple of minutes. It's a credible front door for a specialised academy in a sport within a sport that most generic football sites don't know how to talk about.