Unleash the beast. Never worry about WordPress performance ever again.
Super Speedy Plugins is the home of WordPress performance solutions. The man behind it is Dave Hilditch, a software architect who has been coding since he was six years old on his C64. That early obsession with making things fast never wore off, and it laid the foundation for Super Speedy Plugins in 2016.
The business began with a specific goal: to optimise performance for large affiliate WooCommerce websites. Dave kept running into the same bottlenecks on site after site, so he built a solution to a problem nobody else seemed willing to tackle.
Since then he has helped countless WordPress site owners boost their speed and get more out of the hardware they already pay for. Alongside the plugins he offers custom feature development, performance optimisation and personal technical support.
Super Speedy Plugins is more than a suite of products. It is Dave’s life’s work, born out of a genuine love of coding and a desire to solve real problems. Here, your website’s performance is the priority.
Honest recommendations. If the best plugin or service for your situation has no affiliate deal, that is still the one you get recommended.
No adverts, ever. You will never see one on a Super Speedy Plugins site.
No price gouging. Generous lifetime deals from the start, and base one-site licence prices have not gone up since they were set.
Support in public. Questions get answered on Discord where everyone can search and benefit, not buried in a private ticket.
Function over form. Solving the problem comes first, every time. If it profits too, that is a bonus.
As seen at WordCamp
Watch Dave’s presentations in Brighton and Athens.
Dave explaining how to make your WordPress website leaner, meaner and greener at the Megaron concert hall in Athens in 2022.
Dave introducing his new performance-focused business, Super Speedy Plugins, at WordCamp Brighton in 2016.
What customers say
“Great Plugins”
Great plugins that help large WooCommerce stores run a lot faster. Support is excellent through their Discord. I have been using Super Speedy Filters, Super Speedy Search and Scalability Pro for a few years now and would recommend these plugins to anyone running a large WooCommerce store.
“Boosted My Website A Lot!”
Boosted the speed of my website a lot! I run a WooCommerce website with over 3000 products. Loading took ages, up to 5/6 seconds. Reducing my use of Elementor together with WPintense plugins changed everything. I’m at 1 second or less now. Had been working on optimizing my website for a long time, but with no significant results. That has changed now. Using Scalability pro, Super Speedy Search, Super Speedy Filters and Auto Infinite Scroll. Can’t recommend it enough. The plugins come with an active Discord community and support is very active.
“Amazing Plugins And Support!”
Amazing plugins and support! Does everything it says and more. Consider this pack if you are looking to significantly boost your site, both dashboard & frontend!! We succeeded in speeding up our 300k+ eshop from 12-20s down to 2.5-3s!!!!
Find Super Speedy Plugins on Facebook and follow Dave on X.
You will also find Dave active in these Facebook groups
Advanced WordPress
When Google is failing to answer your questions, this group has the answer. Focuses mostly on PHP solutions. Join group.
WooCommerce Community
General help for WooCommerce including store configuration, plugin suggestions and plugin support. Join group.
WordPress Speed Up
If you have a speed tip for WordPress, or want to learn more about speeding it up, this is the group for you. Join group.
Self Managed WordPress
Run by GridPane for the benefit of everyone who self-hosts, this group constantly shares time-saving and performance tips. Join group.
FAQs about Dave
What inspired you to begin WordPress and start Super Speedy Plugins?
I started using WordPress, WooCommerce and Datafeedr when a friend and I were experimenting with building a fitness affiliate website called Fitness Saver. We were getting good SEO traction, then Google Panda was released and our site got hammered, because they focused on stopping thin affiliate sites. That is when I came up with the idea of Price Comparison Pro, to scrape live prices and compare them from different merchants so we could keep users engaged and bypass the Panda rules. From there I built affiliatewebdesigners.com and soon discovered the size limits everyone talked about with WooCommerce. Back then, and even now, people said WooCommerce had a limit of 5,000 products before it went slow, and everyone I spoke to said it just is not possible. Those are the kinds of words that get me inspired to break the rules. With my background in database optimisation at Skyscanner, I knew 5,000 items is tiny for a well designed database, and because of the way b-tree indexes work there really is no limit, other than storage, to how large your database can be while still being fast.
How have your personal feelings and passions influenced the direction of Super Speedy Plugins?
I have ADHD, so I get distracted easily if something does not perform quickly. Because of this I hate slow stuff. Early on my ADHD probably made the business suffer a bit, through missed support calls and the like, but I have since redesigned the entire support system to be Dave-friendly. The other thing is I am more concerned with function over form, which probably contributes to the slow uptake of the plugins. I have also spent practically no time on marketing, because I just love building things and solving problems.
How does logic play a role in your daily decision-making?
I think I am highly logical when it comes to solving problems, but probably not all that logical when it comes to choosing what to focus on next. Logically I should have built one plugin and focused on it until it was perfect, then used that money to build the others. Instead I illogically ended up with nine or ten plugins all slowly inching towards awesomeness. Logically I should have taken funding from people I know, but I really wanted to build this entire thing myself. Not logical, even though people think I am.
What changes have you made to how you run the business since you started?
I added a ticketing system, then removed it when people flooded it with questions already answered on the website. I added live chat, then removed it when people constantly messaged me privately about things answered inside the plugins or on the site. Eventually I moved to Discord, where public chat rules, and I feel far better answering questions other people can search through and benefit from. We now run AI over the Discord chat history to help build out the knowledge base and FAQ articles.
Can you describe a complex problem you solved using logical reasoning and creative problem-solving?
I really wanted to solve all the WordPress and WooCommerce performance problems inside Scalability Pro, but when it came to search and filtering there was little that could be done to optimise third-party plugins. Almost all of them load all the potential data for a results archive into PHP, using up tons of RAM and CPU, then filter it slowly in PHP. So I created Faster Woo Widgets, now called Super Speedy Filters, and Super Speedy Search to solve the two key performance issues Scalability Pro could not fix on its own.
How do you handle the emotional pressure of running a business like this?
I stress about refunds the most. At one point around 2020 I was getting a lot of refund requests and it stressed me out. That has been fixed through a combination of fixing all the bugs in the plugins and having a great Discord support chat. Other than that, I stress about breaking promises because I am not getting things finished fast enough, so I try not to make promises so much and to be realistic about timelines. As for challenges, the tougher the challenge the easier it is for me to get excited about it. Once I have conquered the hard part, the tough bit is fleshing out all the easy parts, like building options interfaces for plugin admins.
How does your personal code of ethics influence your approach to business?
I hate profiteering and price gouging. From the start I offered very generous lifetime deals, and once I had established base one-site licence prices I have not increased them. I also hate adverts, so you will never see any on my websites. Most of all I value honesty. I recommend various plugins and services, and where possible I take up their affiliate deals. But if the plugin or service I believe is best does not have an affiliate deal, I will not recommend an alternative just because it does. I always recommend what I genuinely think is best for a client’s situation, regardless of whether it makes me more or less money.
How do you balance profit-making and fair business practices?
I do not see this as a balancing act. Providing solutions and solving problems comes first, every time, and that is what makes me happy. If I can profit from that too, that is a bonus.
How do you handle customer data?
We do not store much private customer data. The main thing we handle is credentials to access customer websites. I always advise customers to follow the practice I use myself: provide temporary access, delete that access afterwards, and do this for anyone granted access. Quite often customers provide wp-admin access to their websites. In theory a bad actor could misuse that to steal customer contact information. My reputation is on the line, and if such a breach happened even once my reputation would be destroyed.
What has been your most challenging moment at Super Speedy Plugins?
I was getting bored working on my own, so I hired Glyn to work with me as a general stuff-doer.
How important is transparency when communicating with clients?
My answer might seem a little selfish. I really dislike answering boring or repetitive questions, and prefer not to respond privately when it could be public. That is why we have a public Discord server and a public Trello board that we update daily. When people ask publicly they tend to research the question more to see if it has already been answered, and public answers benefit more than just the asker. That said, I would not call Super Speedy Plugins extremely transparent. We are honest about there being only two of us, but we do not disclose everything, like how little money we make through lack of marketing.
What decides the direction of product development?
This can be tricky with my ADHD, as I am prone to prioritising the loudest voices on Discord. But product direction is driven largely by customer feedback, and has been from the start. For example, demand for custom post type support in Super Speedy Filters keeps growing, so it moves up the priority list as more voices join in.
Can you share a moment of triumph at Super Speedy Plugins?
Any time I solve a performance problem I feel immense joy. During 2024 I spent a long time studying ways to improve the speed of Super Speedy Search Ajax, and when I finally implemented it, seeing it load instantly as I typed was exhilarating. I was literally jumping around in my chair, telling Glyn to look at how fast it was. Big challenges, especially performance ones, excite me. Most of the problems I work on are performance related, but it is the process of tackling any significant challenge that brings me joy.
