DIYThemes
DIYThemes is a bootstrapped Austin-based WordPress theme company founded in 2008 that sells Focus and Thesis themes to non-technical SMBs, bloggers, and freelance designers via one-time licenses on diythemes.com.
- Company typePrivate
- Founded2008
- HeadquartersAustin, United States
- Headcount1–10
- GTM typeB2C
- OfferingSoftware
What DIYThemes does
DIYThemes is a privately-held software company founded in 2008 and headquartered in Austin, Texas, that develops and sells WordPress themes for non-technical website owners, bloggers, small business operators, and freelance web designers. The company operates two product lines: Thesis, a developer-oriented WordPress theme framework with extensive APIs, skins (Effectus, Flex, Classic Responsive, Pearsonified, Promo, Social Triggers), and customization boxes (Breadcrumbs, Open Graph, YouTube, Clean Up WP), currently at version 2.13.6 as of June 2025; and Focus, a modern flagship theme launched in 2019 that enables users to build professional websites using only basic word processor skills without page builders. The core technology is built on PHP, leveraging a customization API with hooks, filters, a skin/template system, and modular content primitives such as Focus Cards. The product portfolio is extended with add-ons including Focus OmniTweet (Twitter/X and Threads management), the Modular Content Plugin, and premium extensions.
DIYThemes runs a self-serve, product-led go-to-market model with global digital distribution through diythemes.com. Revenue is generated from one-time theme licenses (Focus and Thesis), separately purchased premium add-ons, a curated affiliate program paying 33% commission on initial purchases (no renewals, 14-day cookie), and a Thesis 1.x-to-Focus modernization service. The affiliate program is restricted to top-tier WordPress marketers who must be active Focus customers with social presence or email lists. Documented integrations span WooCommerce, MemberPress, Easy Digital Downloads, Gravity Forms, AWeber, MailChimp, Google Analytics, Google Tag Manager, Jetpack, Yoast SEO, and OptimizePress, positioning Focus for content, lead-generation, and ecommerce use cases. The company is bootstrapped with no disclosed external funding, reports 1–10 employees, and is led by founder Chris Pearson.
DIYThemes firmographics
Firmographics- Name
- DIYThemes
- Legal name
- DIYthemes, LLC
- Website
- https://diythemes.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- DIYThemes is a bootstrapped Austin-based WordPress theme company founded in 2008 that sells Focus and Thesis themes to non-technical SMBs, bloggers, and freelance designers via one-time licenses on diythemes.com.
- Ownership category
- akta.pro rank
DIYThemes industry classification
Industry- Product category
- WordPress Themes
- NAICS
- Software Publishers (5132), Software Publishers (513210)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Content Asset Libraries & Template Marketplaces (stock, characters, themes) (EDAFAHAI)
- akta.pro secondary industry
- Self-Publishing & Author Platforms (BPAMAJAF)
Keywords
Where DIYThemes is headquartered
LocationHeadquarters
- HQ city
- Austin
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
DIYThemes business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations
Revenue model
- WordPress Theme Sales: One-time purchases or licenses for Focus and Thesis WordPress themes, with premium add-ons available as separate purchases. The company offers Focus and Thesis with various licensing options.
- Premium Add-ons: Premium extensions for the Focus theme including Breadcrumbs Box, Open Graph Box, YouTube Box, and other functional enhancements sold separately.
- Affiliate Referrals: The affiliate program pays 33% commission on initial purchases to approved affiliates. No commissions on renewals or upgrades. 14-day cookie window.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Focus WordPress Theme licensing |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
DIYThemes product offering
Product offeringCore offering
DIYThemes develops and sells WordPress themes—primarily the Focus theme and the legacy Thesis framework—along with a suite of premium add-on extensions (such as Focus Cards, Focus OmniTweet, Breadcrumbs Box, Open Graph Box, YouTube Box, and Clean Up WP Box) and Thesis skins. The products enable non-technical users to build and manage fast, professional WordPress websites using standard word processor skills, without depending on page builders or developers.
Product overview
DIYThemes offers two WordPress theme products: Focus (current flagship) and Thesis (legacy). Focus is a modern WordPress theme enabling users to build fast websites using standard word processor skills, with add-on modules including Focus Cards (card-based layouts), Focus OmniTweet (Twitter/Threads management), Premium Add-ons (navigation/speed tools), and the Modular Content Plugin for dynamic page building. Thesis, the legacy product, provides a developer-oriented theme framework with multiple skins (Effectus, Flex, Classic Responsive, Pearsonified, Promo, Social Triggers) and functional boxes (Breadcrumbs, Open Graph, YouTube, Clean Up WP). Both products share a commitment to site speed and simplicity over page builders. DIYThemes also provides professional modernization services and an affiliate program.
Differentiator
Problem solved
Functional benefit
Brands
- Focus: Modern WordPress theme emphasizing simplicity, speed, and ease of use without requiring page builders.
- Thesis
- Focus OmniTweet
- Focus Cards
Products and services
- Focus WordPress Theme A modern WordPress theme designed for speed and simplicity, allowing users to build professional websites using basic word processor skills without page builders, developers, or designers. Targets non-technical WordPress users, bloggers, and small business owners.
- Thesis WordPress Theme Legacy WordPress theme framework featuring skins, boxes, and extensive customization API for developers and technical users. A mature product (current version 2.13.6 released June 11, 2025) with developer-friendly architecture.
- Focus Cards Presentational content format add-on for the Focus theme for creating eye-catching card-based layouts and modular content displays on WordPress websites without coding.
- Focus OmniTweet Social media content management add-on for Focus that lets users own, create, edit, post, and manage Twitter/X and Threads content directly from their WordPress dashboard.
- Focus Premium Add-ons Collection of premium extensions for the Focus theme including navigation enhancements, speed optimizations, and social media visibility tools such as Breadcrumbs Box, Open Graph Box, YouTube Box, and Clean Up WP Box.
- Modular Content Plugin WordPress plugin enabling modular content creation workflow within Thesis and Focus themes for building dynamic page layouts.
- Breadcrumbs Box Navigation enhancement plugin for WordPress that adds breadcrumb trails to help users navigate site content.
- Open Graph Box SEO and social sharing plugin that manages Open Graph metadata for improved Facebook and social media sharing.
- YouTube Box Video embedding plugin for WordPress enabling responsive YouTube video integration in posts and pages.
- Clean Up WP Box Performance optimization plugin that removes unnecessary WordPress elements from the head section to speed up websites.
- Effectus Skin Premium Thesis skin featuring mobile-first responsive design, 1-3 column layouts, multi-nav menus, action boxes, async Google Font loading, self-cropping featured images, and fluid video embedding for YouTube and Vimeo.
- Thesis 1.x to Focus Modernization Service Professional migration service that upgrades Thesis 1.x sites to the modern Focus WordPress theme, with documented case study outcomes.
Quantifiable outcome
- Focus delivers fast websites that perform well on Google PageSpeed and mobile accessibility tests
Companies that use DIYThemes
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles2 records
DIYThemes technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration17 records
Feature6 records
DIYThemes partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights5 records
DIYThemes competitors and assessment
Company assessmentDirect peers
- OptimizePress: OptimizePress is a WordPress theme and page builder suite focused on marketing and landing pages, explicitly listed as a Thesis integration partner. Targets a similar small-business/marketer audience as DIYThemes with overlapping marketing-page use cases.
- GeneratePress: GeneratePress is a lightweight, performance-focused premium WordPress theme. Closely aligned with DIYThemes' speed-and-simplicity positioning and serves the same non-technical-to-mid-level user base seeking fast-loading WordPress sites.
- ThemeIsle: ThemeIsle sells multiple premium WordPress themes (Neve, Hestia, Flavor) and starter sites, targeting SMBs and bloggers — the same segment DIYThemes addresses with Focus and Thesis. Comparable product breadth and pricing model.
- Astra (Brainstorm Force): Astra is one of the most widely installed WordPress themes, sold by Brainstorm Force with a large suite of premium add-ons and starter templates. Directly comparable to DIYThemes in the SMB/freelancer WordPress theme category, though with significantly more headcount and a freemium model.
- StudioPress (Genesis Framework, owned by WP Engine): StudioPress sells the Genesis framework and child themes — historically the most direct peer to DIYThemes' Thesis framework, both targeting developers and DIY site builders. Now backed by WP Engine's scale and resources.
- Themify: Themify sells premium WordPress themes and a built-in drag-and-drop builder, targeting the same SMB and DIY site-builder audience as DIYThemes with a comparable one-time-license pricing model.
- Elegant Themes: Elegant Themes sells the Divi theme and page builder, one of the most established premium WordPress theme products. Directly competes with DIYThemes for the same SMB and freelancer buyer, with a larger team and broader feature set including a built-in page builder.
- Avada (ThemeFusion): Avada is one of the top-selling premium WordPress themes of all time, offering extensive design flexibility and a builder-style workflow. Directly competes with DIYThemes in the premium WordPress theme market but with a heavier, builder-driven feature set.
Emerging players
- Kadence WP: Kadence is a fast-growing newer entrant in the WordPress theme market, focused on speed and starter templates for SMBs. Partial overlap with DIYThemes' speed-first positioning but broader feature scope.
Broad incumbents
- WP Engine: WP Engine is a major managed WordPress hosting company that owns StudioPress and the Genesis framework. Operates broadly across the WordPress ecosystem rather than specializing in DIYThemes' niche, but controls key theme assets and bundling opportunities that affect DIYThemes' market.
Market position
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
DIYThemes social profiles
Digital presenceDIYThemes financial estimates
Financial estimateRevenue estimate
Valuation estimate
DIYThemes leadership team
Management profileNumber of profiles
Profiles1 record
DIYThemes funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DIYThemes M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about DIYThemes
What does DIYThemes do?
DIYThemes develops and sells WordPress themes—primarily the Focus theme and the legacy Thesis framework—along with a suite of premium add-on extensions (such as Focus Cards, Focus OmniTweet, Breadcrumbs Box, Open Graph Box, YouTube Box, and Clean Up WP Box) and Thesis skins. The products enable non-technical users to build and manage fast, professional WordPress websites using standard word processor skills, without depending on page builders or developers.
Is DIYThemes a public or private company?
DIYThemes is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was DIYThemes founded?
DIYThemes was founded in 2008. It employs 1 to 10 people.
Where is DIYThemes based?
DIYThemes is headquartered in Austin, United States, in the North America region.
How does DIYThemes make money?
Three revenue lines are on record. WordPress Theme Sales are the primary driver. The others are premium Add-ons and affiliate Referrals.
Who are DIYThemes's main competitors?
Direct peers on record are OptimizePress, GeneratePress, ThemeIsle, Astra (Brainstorm Force), StudioPress (Genesis Framework, owned by WP Engine), Themify, Elegant Themes and Avada (ThemeFusion). Kadence WP is listed as an emerging player. WP Engine is listed as a broad incumbent.
Does DIYThemes have an API?
No public API is recorded for DIYThemes.
What industry is DIYThemes in?
DIYThemes's product category is WordPress Themes. Its primary akta.pro industry code is EDAFAHAI, Content Asset Libraries & Template Marketplaces (stock, characters, themes), with a secondary code of BPAMAJAF, Self-Publishing & Author Platforms. Its NAICS code is 5132 and its SIC code is 7372.