Where practice takes root.
A coaching platform built by people who care about the work.
Grove is a small, independent company building tools for coaches who treat their craft seriously.
Make the work between sessions visible, supported, and sustainable.
Most coaching happens between sessions. We're building Grove to make that work tangible, through daily check-ins, habits, measurements, reflection, and AI-assisted insights designed around the practitioner, not against them.
Grove helps health and wellness coaches support the work that happens between sessions:
- Daily check-ins
- Habit tracking
- Recurring measurements
- Session preparation
- Sage, your assistant coach (AI-assisted coaching tools)
- Ongoing client touchpoints
Daily check-ins 
I have been a quantified-self person since before that was a phrase.
Twenty years of tracking my own health
Over the years I have worn or used WW Online, Fitbit, the Apple Watch and Apple Health, Oura, Strava, MapMyRide, MyFitnessPal, FitBod, and a long tail of phone apps that did not survive the year. Each one moved the needle on something.
The thing that changed the most for me was not an app at all. It was Atomic Habits and the idea of habit stacking: bolting goals you care about onto routines you already do, so consistency stops being a willpower problem. That book is the closest thing I have to a personal coaching philosophy, and it shapes how Grove thinks about behavior change today.
From instrumentation engineer to AI builder
The other half of my background is software. I was the architect of instrumentation at Blackbaud, ran deployment monitoring for Elastic Cloud, became a certified Observability engineer, and then led the Platform Enablement team at Shippo, where I took on the company’s AI enablement push.
Most of that was the same job in different clothes. Figure out what to measure. Make it visible to the people doing the work. Use what you learn to make the work less heavy.
When AI tools started changing my own day-to-day, I pointed them at myself. I built Claude projects to coach me through workouts and nutrition, feeding them my data, letting them spot patterns I would have missed, and giving me something thoughtful to talk to between the workouts themselves. It worked better than I expected, and it taught me what a coaching surface needs to feel like when it is built for one person paying close attention.
Then a coach asked me to be her first client
A friend was starting out as a health coach and needed someone to practice on. I said yes. Working with her was clarifying in a way I did not expect. What I had been doing for myself with Claude, the data analysis, the pattern-spotting, the in-between conversations, was exactly what got hardest when two people were involved.
Our SMS thread became a tangled mess. I felt rude pinging her at 9pm about a workout. The signal I cared about got lost in the noise.
So I started sketching what it would look like if the coach-client relationship had its own home. Integrated data. Conversations that do not follow either of you home. Analysis that lets a coach show up to the next session knowing exactly where to spend their attention. A way for a coach to be more effective per client without putting in more hours. Then I started building it.
Grove is what came out. I use it every day, both to coach myself and as a client of my own practice.
Have a coaching workflow Grove should understand?
Share it with us →Key features
See everything Grove does →Daily check-ins
A 30-second touchpoint clients actually do, surfaced in your morning dashboard.
Learn more →Session prep
Walk into the next session knowing exactly where to spend your attention.
Learn more →Client insights
See who is hitting check-ins, who is drifting, and who needs your attention.
Learn more →
Frequently asked questions
Who is Grove for?
Grove is built for independent health and wellness coaches running their own practices, helping their clients reach lasting health and wellness goals.
Can Grove replace a coach?
No. We believe nothing can replace the human-to-human interaction that coaches provide. We are building AI tools to support and enhance that relationship, not to replace it.
Who is Sage?
Sage is Grove's assistant coach, the AI that works alongside each coach. Sage surfaces patterns across a client's check-ins, summarizes the week before a session, and helps you walk in already knowing where to focus, so coaches spend less time gathering information and more time directly guiding clients.
Can I opt out of Sage?
Yes. We never opt you or a client into Sage without explicit consent from both of you, and either side can turn it off any time. Regardless, we never send personal client details to any external AI provider, and anything Sage authors in Grove is clearly labeled. Full details are in our Privacy Policy and Terms.
Company
- Entity
- Grove Coach, LLC
- Mailing address
- 3723 Greenville Ave, STE 38966, Dallas, Texas 75206
- Contact
- hello@grove.coach
- @grove.coach
- Founded
- 2026
Join the first Grove cohort.
Early Access is limited so each coach gets hands-on weekly support and a real voice in what Grove becomes.
Try Grove →