Reviving Innovation: How Nicolas Lecocq Leveraged AI to Create Six New WordPress Products

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WPBeginner»Blog»Editorial»Nicolas Lecocq Returns: The Journey of Creating 6 New AI-Driven WordPress Products

The Creator of OceanWP Returns: Nicolas Lecocq Develops 6 New AI-Driven WordPress Products

By Editorial Team | August 13, 2025 | Reader Transparency

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 features typically found in premium options, it swiftly became a go-to choice for freelancers, agencies, and individuals building their own websites.

Nicolas Lecocq, the original developer, left the WordPress scene after selling his theme, but made a comeback several years later with a fresh perspective on product development. This time around, he’s focusing on speed and adopting a new mindset regarding performance, user experience, and the integration of AI in the development process.

With his new venture, DigiHold, Nicolas has introduced six WordPress products in under a year—an accomplishment he claims would have required him several years to achieve in the past.

In this discussion, Nicolas reveals the potential that arises when expertise combines with innovative AI technologies, especially when the focus is on developing products that genuinely assist customers.

"A product is effective when it addresses a genuine issue… that’s my current priority."

Nicolas Lecocq – Developer of OceanWP & Founder of DigiHold

"A product is effective when it addresses a genuine issue… that’s my current priority."

Continue reading to discover exclusive insights and recommendations from the developer of one of the most popular themes in the history of WordPress.

📣 Welcome to our series, #MyWordPressStory, where we share valuable perspectives from some of the top leaders in the WordPress community.

If you're interested in participating in our interview series, whether you're a plugin creator, business owner, or SEO specialist, please don't hesitate to get in touch with us via our contact form.

📹 Video Discussion with Nicolas Lecocq

To view our full video discussion featuring Nicolas Lecocq, please see the video 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 WordPress adventure in 2012, driven by a personal interest rather than a formal business strategy.

Nicolas's initial blog centered around MMA, and while it was short-lived, it familiarized him with the versatility of WordPress.

"I was interested in starting a blog, so I googled 'the best method for creating a blog,' and it was clear that WordPress was the answer."

Nicolas Lecocq

"I was interested in starting a blog, so I googled 'the best method for creating a blog,' and it was clear that WordPress was the answer."

Before long, he began playing around with themes and trying out different coding techniques. Back then, the availability of learning materials was much more restricted compared to what we have now.

Nicolas drew upon a combination of YouTube instructional videos, online discussion boards, and a method that many experienced developers still endorse: analyzing the code of various themes to understand their construction.

"I used to watch YouTube videos, but back then, the amount of information available was nowhere near what it is today. I gradually taught myself by working on editing various themes."

Nicolas Lecocq

In the beginning of his freelance career, he focused on creating responsive websites for clients, well before mobile-friendly designs became the norm.

That experience uncovered a realization that would ultimately shape his professional journey: each project appeared to necessitate the acquisition of a completely different concept.

Nicolas started envisioning a unified, adaptable answer.

A single theme that can accommodate any kind of website, whether it's for eCommerce or real estate, while maintaining a uniform process 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 currently supports over 700,000 websites. Check out the complete interview to learn about his journey.

📈 The OceanWP Revolution: When No-Cost Options Outshine Paid Ones

OceanWP was originally created to simplify the work Nicolas did for his clients.

Rather than changing themes for each project, he created a single versatile theme that could accommodate any need, and he was thoroughly familiar with it.

"When you focus on a single theme for your creations, it becomes simpler for you to utilize it effectively."

Nicolas Lecocq

"When you concentrate on one theme for your work, understanding how to apply it makes the process easier."

Initially, Nicolas intended to market OceanWP as a paid theme.

However, after his initial effort to sell a theme on ThemeForest failed to attract attention, he chose to try a new strategy.

He launched OceanWP as a free theme, but accompanied it with a supplementary plugin called Ocean Extra.

This enabled users to fully utilize the theme's capabilities while adhering to the guidelines set by WordPress.org.

They were able to utilize an unexpectedly extensive range of features at no cost, while most robust themes were restricted to paid access.

"I included a ton of complimentary features, making it feel like a premium theme available at no cost. That's why everyone appreciated it."

Nicolas Lecocq

"I included a ton of complimentary features, making it feel like a premium theme available at no cost. That's why everyone appreciated it."

In addition to these tools, Nicolas introduced premium add-ons for OceanWP that offer paid functionalities.

The initial six months saw gradual growth, primarily driven by recommendations from others. However, once it gained traction, it experienced rapid expansion.

In just one year, OceanWP transformed from a side project into one of the leading themes available. With thousands of installations, Nicolas experienced a significant increase in his earnings from OceanWP, rising from approximately $2,000–3,000 monthly to $15,000 per month.

The blend of adaptability, extensive functionalities, and a no-cost starting option has made OceanWP a popular choice among freelancers, WordPress agencies, and individuals creating their own websites.

We can certainly endorse the OceanWP theme. Throughout the years, we've suggested it numerous times due to its flexibility and comprehensive range of features.

We frequently rank it as one of our top selections for complimentary themes across various categories. In fact, it holds the #4 spot on our list of the finest free WordPress themes for businesses.

🎯 Gaining Insights from Achievements and Challenges

Creating OceanWP provided Nicolas with an intensive experience in the requirements for developing and maintaining a successful WordPress product. Along with the successes, he also gained important insights.

Is performance one of the most important factors?

"I incorporated numerous features without considering their impact on performance… now, performance is my top priority."

Nicolas Lecocq

"I incorporated numerous features without considering their impact on performance… now, performance is my top priority."

Initial iterations of OceanWP included an extensive array of functionalities, but Nicolas acknowledges that certain features negatively impacted website performance.

💥 Related Article: Want to discover more about optimizing the performance of your WordPress site? Take a look at our comprehensive guide for enhancing WordPress speed and efficiency.

As time went on, input from users contributed to various enhancements. This input was received via contact forms, discussions on WordPress.org forums, support emails, and GitHub contributions.

For Nicolas, the discussions went beyond merely reporting issues or suggesting improvements. They served as a guide for enhancing the product.

“It’s your invention, but it belongs to them. Therefore, it’s essential to pay attention to their feedback.”

Nicolas Lecocq

“It’s your invention, 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 shaped him significantly, yet he was eager to seek out fresh concepts and focus on his individual priorities.

His upcoming project, Olympus, was intended to be quicker and more streamlined than OceanWP. However, shortly after its release, personal challenges and partnership conflicts compelled him to withdraw.

The obstacle changed his perspective on working together with others.

"I refuse to repeat my past errors with Olympus by entering into poor partnerships. I am quite discerning about the individuals I collaborate with."

Nicolas Lecocq

"I refuse to repeat my past errors with Olympus by entering into poor partnerships. I am quite discerning about the individuals I collaborate with."

Through his experiences, Nicolas learned several key lessons: focus on performance, design with the user's requirements in mind, and select partners thoughtfully.

🤖 The AI-Driven Revival: Creating 6 Products in Less Than a Year

In 2024, Nicolas resumed his journey in WordPress development, beginning once again with freelancing and designing websites for clients.

However, he observed a trend that would shape his upcoming endeavors. Almost all of his clients were interested in selling various items, such as services, digital books, or online learning materials.

This insight served as the basis for his new venture, DigiHold.

DigiHold aims to meet the requirements of eCommerce by offering these products:

Every product comes with a Pro edition, resulting in a total of six versions, all developed in less than a year.

What sets this time apart? An emphasis on performance combined with the capabilities of artificial intelligence.

"You can't code effectively without AI. It significantly accelerates the process… it's revolutionary."

Nicolas Lecocq

"You can't code effectively without AI. It significantly accelerates the process… it's revolutionary."

Nicolas relies significantly on Claude AI, favoring it over ChatGPT for his development projects.

His process includes teaching the AI using his code repository, requesting its assistance in adding new features, and meticulously examining each recommendation for effectiveness, safety, and overall user experience.

He was quick to point out that while AI doesn't eliminate the necessity of understanding coding, it actually enhances its importance.

"Nicolas mentioned, 'At times, it shares negative thoughts with me. I realize that's not healthy, so I choose not to act on it.'"

🔮 The Importance of AI Integration: Preparing for the Future of the Web

For Nicolas, AI is more than just a tool used in the background; he is also incorporating it directly into his products.

DigiFusion Pro has added integrations with ChatGPT and Claude, enabling users to create content for their blog posts and pages directly within WordPress.

He holds the broader conviction that website owners ought to have the tools to incorporate AI into their daily operations, rather than leaving it solely to developers.

This emphasis on incorporating AI stems from an anticipation that the methods individuals use to search online are evolving.

“It’s essential to understand how to apply SEO for AI, as it represents the future… it’s already taking place.”

Nicolas Lecocq

“It’s essential to understand how to apply SEO for AI, as it represents the future… it’s already taking place.”

Nicolas anticipates that search tools powered by AI, such as ChatGPT, will take the place of numerous conventional searches conducted on Google.

For developers and website owners, this entails considering ways to enhance content for artificial intelligence. He is convinced that this transition will be essential in the years ahead.

He mentioned, “I believe that using ChatGPT will make online searches simpler, leading to increased usage by people.”

If you're interested in gaining more knowledge on the topic, take a look at our introductory guide to optimizing generative AI for WordPress.

By incorporating AI features into products from the outset, Nicolas is preparing DigiHold for the upcoming shift and assisting his clients in making the same preparations.

💡 Product Principles & Guidance for Developers

The unifying characteristic of all of Nicolas's creations is that they stem from genuine demands in the real world, rather than being influenced by fleeting trends.

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 it's made solely for profit, I don't think it will be truly successful."

Nicolas Lecocq

"A product is effective when it addresses a genuine issue… if it's made solely for profit, I don't think it will be truly successful."

That perspective influences all aspects of his choices regarding features and the way he oversees performance.

While he values user feedback greatly, he is willing to reject suggestions that could hinder the site's performance.

Rather than providing direct solutions, he opts to suggest alternatives through the use of child themes or personalized coding.

"Consideration for performance and user experience is essential when developing WordPress products today."

Nicolas Lecocq

"Consideration for performance and user experience is essential when developing WordPress products today."

His approach to development is both 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 afterward, AI will assist you with your programming."

Nicolas Lecocq

"You should prioritize learning coding initially, and afterward, AI will assist you with your programming."

This involves beginning with HTML, CSS, and JavaScript to grasp their functionalities, and subsequently leveraging AI to enhance and accelerate your existing skills.

💥 Suggested Reading: Interested in more insights from entrepreneurs? Take a look at our discussion with Ionut Neagu, one of the co-founders of Themeisle.

💭 Concluding Remarks

Nicolas Lecocq's journey has come full circle, evolving from self-taught WordPress theme editing 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 enhanced set of skills.

His path is characterized by perseverance, flexibility, and an ongoing pursuit of knowledge. The challenges he encountered did not derail his professional life. Rather, they transformed his approach to work, influenced his selection of partners, and informed his product development process.

With the integration of AI into his daily routine, he can operate at an unprecedented speed while prioritizing performance and user experience.

However, he encourages fellow developers to view AI as a tool that enhances their work rather than a substitute.

"I think I could have completed my six products over several years by working by hand. However, with the help of AI, I finished them in under a year."

Nicolas Lecocq

Nicolas demonstrates to developers and entrepreneurs that possessing solid abilities, listening to user input, and utilizing innovative tools can pave the way for new opportunities.

For additional information on Nicolas's current projects, visit the DigiHold website.

📚 Additional Resources: Professional Tools for WordPress Developers

Interested in emulating Nicolas and creating 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 tutorials on WordPress. You can also connect with us on Twitter and Facebook.

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The Editorial Team at WPBeginner consists of a group of WordPress specialists headed by Syed Balkhi, who has more than 16 years of experience in areas such as WordPress, web hosting, eCommerce, SEO, and marketing. Established in 2009, WPBeginner has grown to become the premier free resource site for WordPress, often likened to the Wikipedia of the WordPress community.

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1 Comment: Share Your Thoughts

Nicolas Lecocq

August 18, 2025, at 8:19

I appreciate the opportunity to interview; it was wonderful to exchange some advice!

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