What We Changed After 200 Coach Interviews
We spent four months talking to coaches about their admin pain. Here's what surprised us.
We went into those interviews expecting to hear about marketing. Almost nobody brought it up unprompted. What they talked about was the gap between signing a client and starting work — the messy middle where contracts, intake forms, scheduling, and payment all have to happen in some order nobody defined.
One coach described it as "the week I lose every time." That phrase stuck. She wasn't losing clients. She was losing a week per client to logistics, and she'd stopped noticing because it had always been that way.
The second surprise: coaches don't want more tools. They want fewer. Most of the people we talked to already had a scheduler, a form builder, a payment processor, and a course platform — and none of them talked to each other. Adding a fifth tool was not the answer.
So we rebuilt around exports and integrations instead of another dashboard. The templates now output to tools coaches already pay for. You're not adopting our system; you're plugging a gap in yours.
If you're building anything for coaches, start with the week after the sale. That's where the real friction lives.