gistfile1.txt

function uiwc_new_role() {  
  
  //add the special customer role
  add_role(
    'wholesale_customer',
    "Wholesale Customer",
    array(
      'read'         => true,
      'delete_posts' => false
    )
  );
  
}
add_action('admin_init', 'uiwc_new_role');

function uiwc_change_role()
{
    // get WP_user object
    $user = wp_get_current_user();
    $role = $user->roles;
    
    // if the this is a registered user and this user is not an admin
    if (is_user_logged_in() && !user_can($user, 'administrator') && !in_array('wholesale_customer', $role)) {

        //set the new role to our customer
        $user->set_role('wholesale_customer');
    }
}
add_action('wp_footer', 'uiwc_change_role');