Coach AI Assistant
What is the Coaching AI Assistant?
Most coaching changes something.
The best coaching changes everything.
But coaching happens in sessions. Life happens in between them.
The Coaching AI Assistant is a private thinking partner that lives between your sessions with me or alongside running your Coaching business.
It knows you, holds your patterns, and thinks alongside you noticing what you're not saying, connecting dots, gently challenging the stories you tell yourself.
It's there at 11pm when something surfaces. On the drive home when the insight hits. In the middle of a hard week when you need somewhere to think out loud.
This is what happens when great coaching doesn't stop.
Coach Sam AI is a between-session support tool built specifically for coaches.
Not generic AI.
Not a chatbot.
A thinking partner that knows you, holds your context, and works the way your coaching does between the sessions that matter.
It deepens and transforms the work you do with your one to one coach.
Built by a coach. Tested by coaches.
This wasn't built in a tech company. It was built by me, Sam Wilde, an executive and leadership coach.
I wanted to extend the impact of my coaching beyond the hour I spend with clients in a simple and easy way.
I also wanted support in identifying patterns and blindspots in myself, my coaching and in my clients to serve them more deeply.
Every feature has been shaped by real coaching relationships, real client feedback, and a genuine obsession with helping people grow.
What it actually does
It thinks, not just answers.
Most AI gives you information. This thinks alongside you. It notices what you're not saying. It connects dots across weeks of conversations. It asks the question underneath the question and pushes back gently when something doesn't add up.
It isn’t there to replace coaching with a human being, it’s there to support and deepen that work.
One of the most important things this AI does is support you in noticing where you miss clues and patterns in clients, it fills in the gaps that you miss and strengthens the one thing AI cannot do, inform human to human connection and coaching.
It means you can serve your clients more deeply, help them transform their lives more readily and feel confident you aren’t missing anything.
It knows your context.
You add context about you your themes, your patterns, what you've been working on. You can upload client transcripts (it’s designed to take out any personal details for confidentiality)
The AI uses that to have genuinely informed conversations, not generic ones. The more context it has, the sharper it gets.
It’s more developed than just using an AI chat as it condenses conversations over time.
It is also password protected and safe to use so no issues with client confidentiality.
It spots patterns you might miss.
Every month, it generates a pattern report for you, what's been showing up in your energy and mood, what themes keep surfacing in your conversations, what your coaching work is revealing about you. It tells you honestly what to bring to your next session with me if you’re working with me 121 or, if not it shows you what your work is and you can take that to your coaching.
This will not only improve YOUR life, but make you a more effective and transformative coach.
It tracks how you're showing up.
Each time you open the tool, you're invited to log how you're feeling energised, stretched, low energy, fired up. Over weeks and months, this becomes rich data. You start to see yourself more clearly.
This helps you see what causes those moods and what you can do about them. This will help you identify how you can improve your life to support yourself and your clients more deeply.
It helps you think on paper
Transcripts, documents, reflections
You drop them straight into the chat and talk them through with the AI. It reads everything, synthesises intelligently, and never just repeats it back.
It will also keep whatever you ask it to and store it in the relevant place. So as you use the tool more and more it will get better and better at understanding you, your coaching and how you coach.
It creates files on demand
Need an action plan, a tracker, a framework, a template? The AI builds it in the conversation and you download it. No switching tools, no starting from scratch.
It prepares you for your sessions
You can ask the AI any questions about the client you are about to coach, to catch you up on what the last session was about and your coaching with them so far. You’ll be more prepared and able to coach you clients more deeply.
Also… if you’re coaching with me:
Before a coaching session, you can tell the AI what's been on your mind. It helps you get clear on what you actually want to bring to me so you walk in ready, not still catching up.
It protects what's private.
Your conversation history is protected by a password only you know. Not even I can access it without it. Your reflections are genuinely yours.
What this means for you as a coach
More depth between sessions. You're not left to drift between your conversations with me or your clients. You have somewhere to process, reflect and get clarity which means you come to sessions ready to go deeper.
You will also never be left thinking “what do I do in my business today” the AI has been trained to understand what coaching is and what client enrolment means from a service perspective.
Progress that compounds
When you stay engaged with your own development between sessions, the work builds on itself. Patterns become visible sooner. Shifts happen faster. Results last longer.
A space that's always there
11pm on a Sunday. On the train. In the middle of a hard week. The tool is there whenever you need it and not just when your next session is scheduled.
Insight you can bring
The monthly pattern report isn't just data. It's a prompt, here's what's been showing up, here's what might be worth exploring, here's what to bring to me. It keeps your coaching momentum alive between every session.
What one coach said about his coaching and the AI tool.
Sam is, by far, the most aligned coach I've ever worked with. He has this uncanny ability to see straight through all the stories I'm telling myself and gently shine a light on the blind spots I just don't see on my own — without ever making me feel wrong, judged, lazy, or like I'm not enough.
When he first told me about his coaching AI, I'll be honest, I was a bit sceptical, especially as I have general reservations about AI. And I couldn't imagine it adding much to what we were already doing together. I was so wrong.
It's SUPER helpful. While nothing could ever replace Sam as my coach, having that same depth of reflection and support between sessions is incredible. It's there whenever I need it, day or night, and it helps me get clarity between sessions that I wouldn't reach on my own.*
What excites me even more is seeing how committed Sam is to making it better and better — almost like my personal assistant. You can tell this isn't about jumping on the AI bandwagon. Rather it's about finding every possible way to help his clients grow. It has me genuinely buzzing about what's possible.
— Paula, Coach
This is not for everyone
This tool is for coaches who take their own development and the service of their clients seriously and want to make more money in their business.
Who understand that growth doesn't happen in one hour a fortnight.
Who want to show up to their sessions and their practice with more clarity, more self-awareness, and more momentum.
It is not a shortcut. It is not a replacement for great coaching. It is what happens when great coaching meets genuinely useful technology.
[Currently in early access]
I am opening this to a small number of coaches at an introductory rate while I continue to develop and refine the product. Early access includes:
- A fully built, personalised tool set up specifically for you
- All features included, no tiers, no upsells
- Updates and improvements as we build them
- Direct access to Sam to shape what gets built next
FEE: £50+ VAT per month
Ready to find out more?