About
Made by coaches, for the room.
Croft is built by a coach and an engineer who were tired of watching great coaching get lost to admin - and tired of missing the one thing that was really in the way.
Why Croft exists
The best coaching gets lost to the write-up.
Two problems kept showing up. The first is the hours after a session - notes, follow-ups, remembering where each client was - which quietly cap how many people a coach can serve well.
The second is subtler. The biggest lever in a session is often invisible: not a client's mindset, but whether they slept, or what's happening in their body. Croft was built to fix both - to hand the evenings back, and to put the whole-person picture in front of you before you sit down.
The old way
Coach all day → write up all evening → still guess what's really in the way.
With Croft
Coach all day → the record writes itself → walk in already knowing the real lever.
Built for
Business & executive coaches
Premium clients · full rosters
In person & hybrid
Who it's for
For coaches with a full room and premium clients.
Business and executive coaches who carry a full roster, coach in person or hybrid, and care about follow-through as much as the session itself.
- Business & executive coaches with premium clients.
- Full rosters, where admin has quietly become the ceiling.
- In-person and hybrid practices that value the room.
- Coaches who care what happens between sessions.
The team
Two founders. One coach, one builder.
Co-founder
Nathan - coaching craft & community
A practising coach who has built and sold a company and coaches in the Entrepreneurs' Organization (EO) community. He brings the craft of coaching, and the network Croft is built for.
Co-founder
Aidin - product & engineering
Leads product and engineering. He builds the system that makes the coaching disappear into the background - so the tool never gets in the way of the room.
What we believe
A few things we hold to.
Principles are easy to write and hard to keep. These are the ones we're building the product to honour.
- Lead with the outcome, not the technology. The result belongs on stage; the machinery stays backstage.
- The client owns their data. It lives in your account and theirs - never ours to hold.
- Trust is the product. Lose it once and nothing else matters.
- Focus beats sprawl. Do a coach's core work exceptionally before doing everything adequately.
- Build for the long term. Coaching relationships run for years; so should the tools around them.
The company
A Wynnset company.
Croft is a Wynnset company, built patiently and in the open with a first cohort of coaches. If that's you, we'd love to hear how you work.
Say hello
Want to help shape it?
We're onboarding a first cohort of business and executive coaches, and we read every note. Tell us how you coach.