Case study: A fast-growing coaching business
From 3 coaches and a spreadsheet to 800+ clients
A fast-growing coaching business with no systems to match its ambition.
The business was growing. The systems were not.
When Riccardo joined in 2021, the coaching department ran on a patchwork of spreadsheets and a CRM built for sales, not service delivery. Three coaches had become twelve. Tracking sessions, managing client progress, and reconciling monthly commissions took a week of manual work, every month.
The problem was not ambition. It was the absence of infrastructure to match it.
Building the platform
Riccardo built it. Working with the internal team and a freelance developer, he designed and delivered a purpose-built coaching platform from scratch: session tracking, coach activity, client progress, and automated commission reconciliation.
What had taken a week now took hours.
The platform gave the business something it had never had before: a single source of truth for operations, and the ability to scale the coaching team without adding administrative overhead.
Scaling the team
With the infrastructure in place, the coaching team could grow properly. Over the years of the engagement, the business expanded from 3 coaches to over 20, with clear structures for onboarding, performance tracking, and accountability.
Coaches knew what was expected. Management had visibility on every part of delivery, without it becoming a manual task.
CRM migration
From there, the scope expanded. Following a change of direction, Riccardo led the full migration from HubSpot to GoHighLevel, covering pipelines, workflows, and data, while keeping commercial operations running throughout.
No downtime. No lost data. A more capable system, without the disruption a migration of that scale typically causes.
Three years in: 800+ clients through the platform, 20+ coaches managed, 15,000+ sessions logged. The business still runs on what was built.
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