Client Success Story

From Complexity to Clarity: Ama La Vida’s Journey with Simply.Coach

Ama La Vida runs one of the most complex coaching operations in the United States — 60 coaches, 1,000 clients, and two distinct business models under one roof. When their previous platform shut down overnight, Ama La Vida had weeks to find a partner built for everything they do.

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"It wasn’t until SimplyCoach that we were able to connect what a client paid, how many sessions they’ve had, and what the coach should be paid — all in one place. There were so many instances where we’d overcharged clients or over-delivered sessions, and there’s real financial impact in that. To finally have all of those things in one place is an immediate impact to our financials."

Nicole Wood

Co-founder, Ama La Vida

"How they showed up from our very first sales conversation to how they show up today has been consistent. The intensity, the care, continuously going above and beyond — none of that has faltered. You can’t find that many service businesses who do that."

Foram Sheth

Co-founder, Ama La Vida

Introduction

Founded in 2016 by Foram Sheth and Nicole Wood, Ama La Vida has grown into one of the most recognized coaching firms in the United States. Today, they run a team of around 60+ ICF-certified coaches serving approximately 1,000 clients across the country — featured along the way in Inc., Money, Business Insider, and the Chicago Tribune.

Their focus spans career coaching, leadership development, job transitions, promotions, and professional growth. What distinguishes Ama La Vida in a crowded market is their approach: structured coaching frameworks, digital content, and rigorous coach matching, designed to make high-quality coaching more accessible and consistent than traditional executive engagements typically allow.

Their model spans both B2C and B2B — individual clients on flexible, personalized journeys alongside corporate programs built for consistency, measurable outcomes, and multi-stakeholder visibility. Few coaching firms operate successfully at both ends of that spectrum, and fewer still do it at Ama La Vida’s scale. It puts serious demands on the business behind it — on the systems, the workflows, and the platform holding it all together.

Managing both at scale had always required more than any single platform could offer — until Simply.Coach.

What They Needed

Ama La Vida started out on what their Co-founders Nicole Wood and Foram Sheth call a Frankenstein stack — spreadsheets, a patched-together website and CRM doing the job of a coaching platform. When the business outgrew that setup, they found a dedicated coaching platform and spent two years implementing it. Then that partner shut down abruptly, giving them roughly two months to find and migrate to something new.

Table stakes: scheduling, client enrolment, coach payments, and billing — everything needed just to keep the business running.
Operational improvement: consolidated reporting, visibility across coaches and clients, and fewer tools stitched together.
Long-term vision: coaching that gets smarter through data — engagement signals, post-session insights, proactive client management.
Meet strict operational and reporting requirements from multiple relocation management companies and corporate sponsors

They also carried hard lessons from their first platform selection. This time, they were looking past feature checklists. They wanted evidence of a long-term partnership. And having already spent two years building belief in a platform across their team, they understood exactly what was at stake — not just operationally, but in the trust of the coaches and staff who would need to get behind something new, all over again.

They needed a comprehensive, centralised infrastructure in the form of a platform that would mold itself around their complexities and address every need, now and in the future. They found that in Simply.Coach.

“We had no time to make a transition and to build workflows that would keep the lights on — while also knowing we don't want to go through this again in another year. We've got to find a partner that's going to be with us for the next 3, 5, 10, 20 years.”

Why Ama La Vida Chose Simply.Coach

Ama La Vida evaluated four shortlisted vendors under intense time pressure. Simply.Coach made it to the final two — and ultimately won the decision on the strength of something competitors couldn’t match: a team that showed up before the contract was signed.

Functionally, Simply.Coach was the only platform that could handle both sides of the Ama La Vida business out of the box: flexible, individual B2C journeys alongside structured, multi-stakeholder B2B programs. With coach-level controls, client-level visibility, and payment flows built for both models, it was the only platform that didn’t ask Ama La Vida to compromise.

“Everyone's going to tell you when you're in an evaluation process that they're better than everybody else. But the question is: where's the proof? Simply.Coach came to the table immediately with an outline for a solution, with very specific questions about functionality. I could tell they were actually thinking through what this would literally look like to implement — not just talking conceptually and promising something they can’t back up.”

How Simply.Coach Moved the Needle

A migration that didn’t break the business

The team at Ama La Vida braced for a difficult go-live. The migration had to happen in weeks — with live clients, active billing subscriptions, and coaches who’d already been through one platform onboarding and taken the whole two years to get comfortable.The stakes were high. The previous platform could go dark at any moment. The Simply.Coach team stayed in the trenches with Ama La Vida every step of the way, pushing back on shortcuts, getting the data right and complete the migration in record time.

One system where there used to be three

Before Simply.Coach, client payments, session tracking, and coach compensation lived in separate systems. Reconciling them was manual, error-prone, and expensive.

Consistency across a growing coach team

With multiple coaches serving multiple clients across B2C and B2B programs, Ama La Vida needed a way to ensure consistency without micromanaging. Simply.Coach gave them session agendas, structured journeys, and shared resources that coaches could access directly — reducing one-on-one training and keeping the client experience tight.

The co-founders are also clear that being the easiest company to do business with as a coach is a value Ama La Vida share publicly and use in recruiting. Removing the administrative burden around each session — so coaches can focus on the work they came to do — is how Simply.Coach supports that priority.

Reporting that actually means something

Corporate clients needed visibility into program outcomes. Ama La Vida’s stakeholders wanted to see progress, not just activity. Simply.Coach made that possible, surfacing goal visibility and engagement data in a way that changed how Ama La Vida showed up in client conversations.

Instead of spending valuable stakeholder time on reporting, Nicole and Foram’s team can now walk into those meetings ready to talk about what the data means.

The Partnership Experience

The next chapter for Ama La Vida is using Simply.Coach not just to run the business, but to improve the coaching itself — using engagement signals to identify disengaged clients proactively, mining post-session data for insight, and helping coaches deliver better work because of what the system knows.

The infrastructure is in place. Now they’re building on it.