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.
Support the supporters: the people who help others change deserve support for what is hard for them. 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 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 come from a family of people who take care of people.
I grew up in a family of health care providers, people who were always putting themselves out there for someone else. Later I became a caregiver myself, for family members living with chronic health challenges. I know how hard it is to show up for someone you love when you are not taking care of yourself first, and I had to learn the boundaries and rituals that make it sustainable the slow way. So “support the supporters” is not a slogan to me. I have lived both sides of it.
Twenty years of tracking my own health
Over the years I have worn or used WW Online, Fitbit, the Apple Watch, Oura, Strava, MyFitnessPal, FitBod, and a long tail of apps that did not survive the year. Each one moved the needle on something. The bigger shift was realizing that lasting change is not about motivation. It is about designing environments and routines that make the behavior you want the easier one.
Atomic Habits gave me language for something I had slowly learned from years of tracking my own behavior. Habit stacking especially: bolting goals you care about onto routines you already do, so consistency stops being a willpower problem. It is the same idea Grove is built on today.
Coaching has an observability problem
The other half of my background is software. I spent twenty years helping teams understand complex systems by measuring what mattered: instrumentation, monitoring, observability, and eventually AI enablement, at Blackbaud, Elastic, and Shippo. The conviction underneath all of it: people want to do their best work, and when they struggle, the environment is usually the thing to fix. Support, not blame.
Coaching has the same shape. A client generates thousands of tiny signals between sessions, and the coach is left to reconstruct them from memory, text messages, notes, and intuition. I have spent my career making invisible systems visible. Human change is the most important system I have ever pointed that discipline at. Grove is observability for human change.
Before Grove, I tried it on myself
Before I ever built Grove, I spent months using AI as a personal coach. Not to replace a human relationship, but to notice the patterns between the moments of one: feeding it my workout and nutrition data, letting it spot what I would have missed, having something thoughtful to talk to between the efforts themselves. It taught me how much better coaching gets when someone can continuously pay attention.
Then a friend who was starting out as a health coach asked me to be her first client, and I saw the same problem from the other side. Our SMS thread became a tangled mess. Important moments disappeared into hundreds of ordinary ones. A text thread was never built to hold a coaching relationship.
The coaches I know are not struggling because they lack skill. They are struggling because they hold an enormous amount of context in tools that were never designed for coaching. So Grove is what I started building: an assistant that remembers what a coach cannot, connects the dots she does not have time to connect, and gives her back the thing only a person can provide: presence. Because the people who spend their lives supporting others deserve someone in their corner too.
I spent twenty years making complex systems observable. Then I realized the most important system I had ever seen was not software. It was human change.
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 coaches running their own practices: health, wellness, career, grief, life. If your clients are working toward lasting change, Grove is built for you.
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
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