Justin Ferriman didn’t initially aim to create one of the most successful WordPress plugins. He didn’t even consider himself a developer. However, with a strong background in eLearning and a keen sense for market opportunities, he transformed a gap in the WordPress ecosystem into a multi-million-dollar enterprise. LearnDash, the popular LMS plugin for WordPress, wasn’t conceived in a startup setting. It originated from a hotel room, a blog with a signup form, and a simple question: “What if WordPress could power online courses?”
“I was more scrappy and I knew the industry better… I was an eLearning expert, so I was able to speak the language, be more pointed in my marketing, and then also move a little bit quicker… that was a big part of why we did so well.” — Justin Ferriman, Founder of LearnDash
In this interview, Justin reveals how he transitioned from blogging about eLearning in his spare time to developing a global product used by course creators, universities, and Fortune 500 companies. His journey is a masterclass in market research, consistent marketing, and attentiveness to customer needs. Keep reading to discover more!
📣 This is our series, #MyWordPressStory, offering insights from some of the most successful leaders in the WordPress industry. If you’d like to be featured in our interview series—whether you’re a plugin developer, founder, or SEO expert—feel free to reach out via our contact form.
Video Interview with Justin Ferriman
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🙋 Meet Justin Ferriman: From eLearning Consultant to WordPress Founder
Before founding LearnDash, Justin Ferriman didn’t work in tech, and he definitely didn’t consider himself a developer. His career began in the corporate eLearning world, where he helped Fortune 500 companies and U.S. government agencies build online training programs. He first started using WordPress in college to blog about politics and religion. Later, he tinkered with themes and plugins to build simple websites for family members. But it wasn’t until years later that those skills and interests would come together meaningfully, helping him achieve his dream of leaving the corporate world.
💡 Early Days: A Corporate Consultant Finds a Market Gap
Due to his background in eLearning consulting, Justin had deep insight into how organizations view LMS tools and their frustrations. One day, after a client meeting, he pondered if WordPress could be used to build a more flexible LMS. He searched the plugin directory, but nothing appeared. Sensing an opportunity, Justin started a blog in 2012 to explore the idea of building an LMS on WordPress. The blog focused on trends in online education and instructional design. During his free time, often in hotel rooms while traveling for work, Justin covered eLearning topics that were cutting edge at the time, like gamification. He added a call-to-action: “Enter your email to be notified when WP LMS releases.”
“I didn’t know if I was going to create it, but I just put this up there, and I started getting people signing up.” — Justin Ferriman
Visitors began subscribing to learn more about software that didn’t exist yet. First a few, then dozens, and eventually over a thousand.
“After getting like 1,000 or 1,500 people, I was like, this is something serious.” — Justin Ferriman
At WPBeginner, we’ve seen many successful founders start this way: testing an idea through consistent content and building an audience before there’s even a product. It’s one of the smartest ways to validate demand because you’re growing in public. For Justin, the feedback was clear. People wanted what he was imagining. Now, he just had to build the first WordPress LMS.
🚀 Betting on the Idea: A Midnight Launch and Early Momentum
Encouraged by the response, Justin began outlining how the product should work. He wasn’t a developer, so he created detailed specs and hired an agency to bring the vision to life. In January 2013, LearnDash launched at midnight.
“I launched my product at like, midnight… I woke up to thousands of dollars.” — Justin Ferriman
Still, the early days weren’t all smooth sailing. Justin watched sales decline after the initial launch buzz. But then, on an ordinary weekday, things shifted.
“One day in March, I made $690 with no promotion. That’s when I knew – if I can do that without giving it full-time attention, imagine what could happen if I did.” — Justin Ferriman
Four months after launch, Justin left his corporate job to fully dedicate his time to growing LearnDash.
📈 Scaling Smart: Letting Go and Leveling Up
Initially, Justin handled everything: marketing, support, and strategy. That hands
