About Coachstack
Where coaching expertise meets business excellence.
Our Mission
Coachstack unlocks human potential at scale by empowering experts to transform lives through coaching.
Our Vision
A world where expertise flows freely, transformative coaching is accessible to all, and human potential is limitless.
Founder's Story: From Baseball Diamond to B2B SaaS Leader to Coaching Revolution
I started Coachstack because I experienced firsthand both the transformative power of coaching and the frustrating reality of how coaches actually run their businesses.
When I was nine years old, I met a coach who changed everything. His name was Moises, a former semi-professional baseball player from Puerto Rico who saw something in me that I couldn't see in myself. Under his guidance, I transformed from a complete amateur into the top-ranked player in the Chicago baseball league by age 13. That early experience taught me the transformational power of great coaching. But it would take decades before I understood how to unlock that same potential for others.
Building Platforms for Service Businesses
My name is Peter Gustafson, and over the past decade, I built my career in the B2B SaaS world, progressing from account management to solutions engineering to product management and eventually to leading customer success teams. I specialized in platforms built for service-based businesses - helping fintech companies, healthcare systems, media technology firms, and SMB technology companies streamline their operations.
As a Manager of Customer Success at nZero, I led a team managing 40+ clients and ~$3M in annual recurring revenue. At The Washington Post, I worked with enterprise clients managing $5M in annual SaaS revenue. I learned firsthand how fragmented tools and poor systems could make or break a business, while also seeing how integrated platforms could transform companies.
By the fall of 2023, despite professional success and an MBA from the University of Illinois, I found myself at a crossroads. Frustrated and uncertain about my next move, I hired an executive coach to help map out my future. Through our work together, I had a breakthrough: I was ready to start my own company. The coaching experience was truly life-changing.
The "Aha" Moment
While working with my executive coach, I noticed something frustrating. This brilliant coach, who was transforming my career, was juggling a "hodgepodge of tools" to run their business: Squarespace, DocuSign, Kit, Calendly, Square, Google Drive. Having built integrated platforms for other service businesses, I wondered: Why isn't there a simple, all-in-one solution designed specifically for coaches?
That question became my mission.
The Problem: Brilliant Coaches, Broken Systems
I interviewed 30+ coaches and discovered that 90% struggle with the same three problems:
Scattered Tools, Scattered Focus
Coaches juggle 5-10 different platforms. One for scheduling, another for payments, another for email marketing, another for file sharing. As one coach told us: "Marketing is not in my wheelhouse... I would like to pay someone to do this for me."
The Client Acquisition Struggle
Despite having transformational skills, coaches can't consistently fill their pipeline. The problem isn't their coaching. It's that they lack cohesive systems and marketing strategies designed specifically for their business model.
No Time to Actually Coach
Coaches become accidental entrepreneurs, spending more time managing technology and marketing than doing what they love: transforming lives.
The Insight
There wasn't a simple, all-in-one solution designed specifically for coaches. And that's exactly what we built.
That's Why We Built Coachstack
One platform, built specifically for coaches, so you can focus on transforming lives instead of managing tools.
Built from Real Research
Coachstack wasn't built from assumptions. Every part of the system was shaped by conversations with real coaches about what actually holds them back.
30+
Coach interviews conducted
200+
Hours of research
90
Days average launch time
Why I'm Passionate About This Work
I've seen what happens when a great coach meets the right person at the right time. It happened to me as a nine-year-old on a baseball diamond. It happened again when I worked with my own executive coach decades later. Both experiences changed the trajectory of my life.
The world needs more coaches like Moises. People who see potential in others and have the skills to unlock it. But too many brilliant coaches are held back by broken systems, scattered tools, and the overwhelming challenge of building a business from scratch.
Whether you're just starting to explore coaching or ready to launch, I'm here to provide the systems and support that match where you are in your journey.
Our Approach: The Coaching Flywheel
The Coaching Flywheel is the methodology behind every Coachstack launch. It's a repeatable system that turns your professional expertise into a sustainable coaching business where every piece reinforces the next: your brand attracts leads, your content builds trust, your systems convert clients, and great results generate referrals.
We don't hand you templates and wish you luck. We implement the entire system for you in a focused 90-day sprint, so you launch with a premium brand, integrated tools, and clients ready to sign.
Ready to work together?
Spring 2026 Founding Cohort · Apply by April 29th · Limited to 3 coaches