We build for the practice of coaching.
Coaching Cloud and Coaching Workspace come from here. We make software for coaches who care about the craft. Built on the science of how change happens.
Building software since the late 1990s. UK‑registered.
What we’ve made.
Two products. Different shapes for the different work coaches do.
Coaching Cloud
An AI thinking partner that prepares coaches for sessions and helps them close out reflectively. Built around the two verbs that bookend every session: prep and close-out.
Coaching Workspace
A single place for coaches and organisations to build programs, support clients between sessions, and track real progress. Structure where it helps. Freedom where it matters.
The tools around coaching should be quiet.
Coaching software is mostly built for the wrong people. It’s busy, it’s loud, it gets in the way of the conversation.
The tools around coaching should do their work in the background, so the coach can do theirs in the room.
Neuroscience as a working tool, not a marketing line.
Most coaching software cites neuroscience as decoration. We’re more careful.
We pay attention to a handful of durable ideas — how attention shifts, how experience consolidates into learning, how habits are built and rebuilt under load. Those ideas shape the design of the software.
The brain operates within real constraints during a coaching hour — attention is finite, working memory narrow, integration happens after the conversation ends. Tools that ignore those constraints quietly tax the coach. We’d rather build with the grain.
A few things we hold to.
The conversation is the work.
If a feature doesn’t earn its place in the coach’s hour, it doesn’t ship.
Trust the coach.
We don’t script good coaching or try to simulate it. Our tools assume the practitioner knows what they’re doing.
The computer does the work.
A coach’s day is full enough. The tool absorbs the admin so the practice doesn’t have to.
Less, with depth.
Coaches don’t need more features. They need fewer, sharper ones — the kind that compound across sessions.
The long arc beats the launch.
We’re building for coaches who’ll still be doing this in ten years. So are we.
Built from inside the practice.
The work has long roots — writing software since the late 1990s, coach training going back twenty-five years. The tools come from inside the work.