USTA Implements a White-Label LMS

At a glance

USTA set out to build a headless learning solution that could integrate seamlessly with its new membership portal, USTACoaching.com. The portal serves a wide range of coaching personas, including volunteers, parents, school and collegiate coaches, and professionals, each with different membership packages and benefits. While education and certification were core components, the portal also needed to support discounts, events, insurance, and other value-added services beyond the LMS.

Because of this, USTACoaching.com had to remain the primary place for registration, login, and engagement. Coaches needed to feel as though they were operating within a single system, even though learning content lived in Cornerstone and progress data flowed back into USTA-built dashboards. Access to content, certifications, and pricing had to be dynamically driven by the membership package purchased, while maintaining consistent branding and a frictionless user experience.

eSkillz partnered with USTA to design and implement a headless LMS architecture that could support large external audiences while hiding significant technical complexity behind a simple, intuitive experience. Using Cornerstone APIs and webhooks, the solution dynamically connects coaches to the correct organizational units based on their membership tier and certification status. These changes occur in near real time, ensuring that access to content, pricing, and communities stays aligned as coaches upgrade or progress.

The learning platform supports both online courses and in-person workshops, with integrated eCommerce and scheduling. Coaches can register for paid workshops, complete certifications, and participate in discussions without ever feeling like they have left USTACoaching.com. Single sign-on and deep linking allow users to move between systems seamlessly, while progress and completion data is sent back to USTA dashboards for reporting and visibility.

From a skills and certification standpoint, eSkillz consulted with USTA on best practices for building complex, multi-level certification programs. Custom fields, curricula, prerequisites, and availability rules were configured to support structured skill progression across Development, Professional, Specialist, and Masters coaching levels. Membership packages purchased on USTACoaching.com directly determine learning access and certification pathways within Cornerstone.

The solution also incorporates strong governance and compliance controls. Custom organizational units and pages were created for coaches who fall out of SafePlay compliance, limiting access appropriately until requirements are met. Communities were built to support peer connection and knowledge sharing, with custom branding and design applied to ensure consistency with USTA’s visual identity.

To support execution at scale, eSkillz implemented integrations with Stripe for payments, Zoom for virtual and hybrid workshops, and Google Tag Manager for advanced design and tracking. Custom reports and webhook strategies enable real-time data exchange, ensuring learning activity, registrations, and completions are accurately reflected across systems.

Together, let’s make your success your reality.

From industry best practices to hands-on system configuration, eSkillz partners with organizations to design scalable learning ecosystems that external audiences actually want to use. Whether supporting certification programs, skills strategies, or complex integrations, eSkillz Professional Services helps turn vision into execution.