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WPBeginner»Blog»Insights»The Creator of OceanWP Returns: Nicolas Lecocq's Journey in Developing 6 New WordPress Products Using AI
The Return of the OceanWP Creator: Nicolas Lecocq Develops 6 New AI-Powered WordPress Products
By Editorial Team | August 13, 2025 | Disclosure for Readers
If you’ve been involved in the WordPress community for some time, you’ve likely come across OceanWP. Introduced as a free theme that offers high-quality features, it rapidly became a go-to choice for freelancers, agencies, and individuals building their own websites.
Nicolas Lecocq, the original developer, moved on from WordPress after selling his theme. However, he returned years later with a fresh perspective on product development. Now, he focuses on speed and adopts a new mindset regarding performance, user experience, and the potential contributions of AI in the development process.
With his new venture, DigiHold, Nicolas has introduced six WordPress products in under a year—something he claims would have required him several years to accomplish in the past.
In this discussion, Nicolas reveals the potential that arises when expertise combines with innovative AI technologies, emphasizing the importance of developing products that genuinely assist users.
"A product is effective when it addresses a genuine issue… that’s my current emphasis."
Nicolas Lecocq – Developer of OceanWP & Founder of DigiHold
"A product is effective when it addresses a genuine issue… that’s my current emphasis."
Continue reading to discover exclusive insights and recommendations from the developer behind one of the most popular themes in WordPress history.
📣 Welcome to our series, #MyWordPressStory, where we share valuable insights from prominent figures in the WordPress community.
If you're interested in being part of our interview series, whether you are a plugin developer, a founder, or an SEO specialist, please don't hesitate to get in touch with us via our contact form.
📹 Video Conversation with Nicolas Lecocq
To view our full video conversation with Nicolas Lecocq, simply click on the link below:
Alternatively, you can click on the links provided below to review the topics we discussed during the interview, along with additional information:
🚀 Introducing Nicolas Lecocq: Transitioning from Sports Blogger to Self-Taught Programmer
Nicolas began his adventure with WordPress in 2012, motivated by a personal interest rather than a formal business strategy.
Nicolas's initial blog centered around MMA sports. While it was short-lived, it allowed him to explore the versatility of WordPress.
"I was interested in starting a blog, so I typed 'the best way to create a blog' into Google, and it was clear that WordPress was the top choice."
Nicolas Lecocq
Before long, he began playing around with different themes and trying out various coding techniques. Back then, there were significantly fewer learning materials available compared to what we have now.
Nicolas utilized a combination of YouTube instructional videos, online discussion boards, and a method that many experienced developers continue to endorse: examining the code of various themes to understand their construction.
"I used to watch YouTube videos, but back then, there wasn't nearly as much information available as there is today. I gradually taught myself by working on editing various topics."
Nicolas Lecocq
In the beginning of his freelance career, he focused on creating responsive websites for clients, at a time when mobile-friendly design was not yet the norm.
This process uncovered a realization that would ultimately shape his career: each project appeared to necessitate the acquisition of a completely different theme.
Nicolas started envisioning a multifunctional answer.
A single theme that can accommodate various types of websites, whether for online shopping or real estate, while ensuring a streamlined experience for both developers and site administrators.
That concept evolved into OceanWP.
💥 Related Article: Tobias Bäthge transformed a personal project for his baseball team into TablePress, a WordPress plugin that now supports over 700,000 websites. Check out the complete interview to learn about his journey.
📈 The OceanWP Effect: How Free Can Outshine Paid Options
OceanWP originated as a solution to simplify Nicolas's projects for his clients.
Rather than changing themes for each project, he created a versatile one that could accommodate any requirement, and he was thoroughly familiar with it.
"When you focus on a single theme for your creation, it becomes simpler to work with, especially if you understand how to apply it."
Nicolas Lecocq
"When you concentrate on one theme for your project, it becomes more manageable when you know how to utilize it."
Initially, Nicolas intended to market OceanWP as a paid theme.
However, after his initial effort at creating a paid theme on ThemeForest failed to attract interest, he opted for an alternative strategy.
He launched OceanWP at no cost, but included it alongside a supplementary plugin called Ocean Extra.
This enabled users to fully utilize the theme while remaining compliant with WordPress.org rules.
They had the opportunity to utilize a remarkably extensive range of features without any cost, especially during a period when many robust themes required payment to unlock.
"I included a ton of complimentary features… it felt like a high-end theme offered at no cost. That's why everyone appreciated it."
Nicolas Lecocq
"I included a ton of complimentary features… it felt like a high-end theme offered at no cost. That's why everyone appreciated it."
In addition to these tools, Nicolas introduced premium add-ons for OceanWP that provide additional paid features.
The initial six months saw sluggish growth, primarily driven by word-of-mouth referrals. However, once it gained popularity, it experienced rapid expansion.
In less than a year, OceanWP evolved from a side endeavor into one of the leading themes available. With numerous installations, Nicolas experienced a significant increase in his earnings from OceanWP, rising from approximately $2,000–3,000 monthly to $15,000 each month.
OceanWP has become popular among freelancers, WordPress agencies, and those who prefer to build their own websites due to its adaptable nature, extensive features, and no-cost starting option.
We can confidently endorse the OceanWP theme. Throughout the years, we’ve suggested it numerous times due to its adaptability and comprehensive range of features.
We frequently feature it as one of our preferred options for complimentary themes across various categories. It also ranks fourth on our compilation of the finest free WordPress business themes.
🎯 Gaining Insights from Achievements and Challenges
Creating OceanWP provided Nicolas with an intensive education on how to develop and maintain a successful WordPress product. Along with the successes, he learned important lessons.
One of the most important factors? Performance is key.
"I incorporated numerous features without considering their impact on performance… now, prioritizing performance is my main focus."
Nicolas Lecocq
"I incorporated numerous features without considering their impact on performance… now, prioritizing performance is my main focus."
Initial iterations of OceanWP included a vast array of functionalities; however, Nicolas acknowledges that certain features hindered website performance.
💥 Related Article: Want to discover more about enhancing the performance of your WordPress site? Explore our comprehensive guide to improve WordPress speed and efficiency.
As time went on, input from users played a crucial role in driving enhancements. This input was gathered from various sources, including contact forms, forums on WordPress.org, support emails, and GitHub.
To Nicolas, the discussions went beyond simple bug reports or requests for new features. They served as a guide for enhancing the product.
“It’s your work, but it belongs to them. Therefore, it’s essential to pay attention to their feedback.”
Nicolas Lecocq
“It’s your work, but it belongs to them. Therefore, it’s essential to pay attention to their feedback.”
After a span of three to four years, he made the decision to sell OceanWP.
The experience had significantly shaped him, yet he was eager to seek out fresh concepts and focus on his individual priorities.
His upcoming venture, Olympus, was designed to be quicker and more targeted than OceanWP. However, shortly after its release, personal challenges and partnership complications led him to withdraw from the project.
The obstacle changed his approach to working with others.
"I won't repeat my past errors with Olympus by entering into poor partnerships again. I am quite particular about my collaborators."
Nicolas Lecocq
"I won't repeat my past errors with Olympus by entering into poor partnerships again. I am quite particular about my collaborators."
Through those experiences, Nicolas learned several key insights: focus on performance, create with the user's needs in mind, and select partners thoughtfully.
🤖 The AI-Driven Resurgence: Creating 6 Products in Less Than a Year
In 2024, Nicolas re-entered the realm of WordPress development, kicking off his journey by freelancing and designing websites for clients.
However, he observed a trend that would shape his upcoming phase. Almost all of his clients were looking to sell various products, including services, eBooks, or online courses.
This insight served as the basis for his startup, DigiHold.
DigiHold is tailored to meet the requirements of eCommerce through its range of products:
Every product comes with a Pro version, resulting in a total of six releases, all developed within a year.
What sets this occasion apart? A focus on performance combined with the capabilities of artificial intelligence.
"Coding is impossible without AI. It significantly speeds up the process… it's transformative."
Nicolas Lecocq
"Coding is impossible without AI. It significantly speeds up the process… it's transformative."
Nicolas relied significantly on Claude AI, as he favors it over ChatGPT for his development projects.
His process includes educating the AI using his codebase, requesting its assistance in developing new features, and meticulously evaluating each recommendation for efficiency, security, and user satisfaction.
He was prompt to highlight that while AI does not eliminate the necessity of having coding skills, it enhances their importance.
"Nicolas mentioned, 'Occasionally, it gives me negative thoughts. I recognize that it's not beneficial, so I choose not to act on it.'"
🔮 The Importance of AI Integration: Shaping the Future of the Internet
For Nicolas, AI goes beyond being merely a support tool in the background. He is also incorporating it directly into the products he is developing.
DigiFusion Pro has introduced integrations with ChatGPT and Claude, enabling users to create content for blog entries and web pages directly within WordPress.
He strongly believes that website owners should have the tools and knowledge to incorporate AI into their own processes, rather than leaving it solely to developers.
The emphasis on incorporating AI stems from a proactive perspective that suggests the manner in which individuals search the internet is evolving.
"It’s essential to understand how to apply SEO for AI, as it represents the future… it’s already in motion."
Nicolas Lecocq
"It’s essential to understand how to apply SEO for AI, as it represents the future… it’s already in motion."
Nicolas anticipates that search tools powered by AI, such as ChatGPT, will take the place of numerous conventional Google searches.
For developers and website owners, this signifies the need to consider ways to enhance content for artificial intelligence. He believes that this change will be essential in the years ahead.
He mentioned, "I believe that using ChatGPT will make web searches simpler, leading to an increase in its usage among people."
To gain further insights, take a look at our introductory guide on optimizing generative AI for WordPress.
By incorporating AI features into products from the outset, Nicolas is preparing DigiHold for this shift and assisting his clients in making the transition as well.
💡 Product Principles & Guidance for Developers
A unifying aspect of all Nicolas’s creations is that they emerge from genuine needs in the world, rather than being influenced by passing fads.
DigiCommerce, DigiBlocks, and DigiFusion were developed to address particular challenges encountered by his clients.
“A product is effective when it addresses a genuine issue… if your only motivation is to make a profit, I don’t think it will truly succeed.”
Nicolas Lecocq
“A product is effective when it addresses a genuine issue… if your only motivation is to make a profit, I don’t think it will truly succeed.”
That way of thinking influences every aspect, from the choices he makes regarding features to his approach to performance management
While he places great value on user input, he isn't hesitant to reject proposals that could hinder the performance of a website.
Instead, he chooses to provide solutions through child themes or personalized coding.
“It’s essential to consider both performance and user experience when developing WordPress products today.”
Nicolas Lecocq
“It’s essential to consider both performance and user experience when developing WordPress products today.”
His approach to development is streamlined and purposeful.
He employs:
For novice developers, his guidance is straightforward: focus on mastering the basics before depending on artificial intelligence.
"You should prioritize learning coding initially, and afterwards, AI can assist you with your programming."
Nicolas Lecocq
This involves beginning with HTML, CSS, and JavaScript, grasping their functionalities, and subsequently leveraging AI to enhance and streamline your existing knowledge and skills.
💥 Additional Article: Interested in more insights from entrepreneurs? Take a look at our discussion with Ionut Neagu, who is the co-founder of Themeisle.
💠Concluding Reflections
Nicolas Lecocq's journey has come full circle, evolving from self-learning WordPress through theme modifications to creating one of the most widely used free themes globally.
He is coming back after several years, equipped with a fresh perspective and an impressive set of skills.
His path is characterized by perseverance, flexibility, and ongoing education. The challenges he encountered did not halt his professional journey. Rather, they transformed his approach to work, his selection of partners, and his methods of product development.
With AI integrated into his daily routine, he can work more efficiently than ever while prioritizing performance and user experience.
However, he encourages fellow developers to view AI as a tool for enhancement rather than a substitute.
"I think I could have completed my six products over several years by hand, but with the help of AI, I achieved it in under a year."
Nicolas Lecocq
Nicolas demonstrates to developers and entrepreneurs that robust abilities, insights from users, and innovative resources can create new opportunities.
For additional information on Nicolas's current projects, visit the DigiHold website.
📚 Additional Resource: Professional Tools for WordPress Developers
Want to emulate Nicolas and create your own WordPress offerings?
These WPBeginner tutorials can assist you in beginning your journey:
If you enjoyed this article, consider subscribing to our YouTube channel for WordPress video tutorials. You can also connect with us on Twitter and Facebook.
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1 Comment Post a Response
Nicolas Lecocq
August 18, 2025, at 8:19
I appreciate the opportunity to interview; it was wonderful to exchange some insights!
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