Sam Isaacson’s journey is a powerful reminder that technology and human growth can walk hand in hand. From a background in technology risk consultancy to becoming a global voice in coaching and leadership, Sam has dedicated his career to making personal development accessible. Today, as CEO of AI Coach, he is focused on democratizing coaching—bringing transformative conversations to those who need them most, not just the privileged few. Humans of Fuzia is proud to share his story with our 5 million-strong community, because it embodies our shared mission: empowering women, supporting leaders, and creating equal opportunities through “He for She” and “She for She.”
Q: Sam, can you share a little about your journey and how it shaped where you are today?
A: My background is in technology risk consultancy, but I became increasingly fascinated with the psychology of change. I realized that many technology risks weren’t really about systems—they were about people. That led me to coaching. I eventually led coaching at Grant Thornton, chaired the UK government group that established the Coaching Professional Apprenticeship Standard, and worked globally with CoachHub. Alongside writing books and consulting, I co-founded AI Coach, which has now grown into something truly exciting.
Q: What inspired you to create AI Coach?
A: Coaching has historically been reserved for the “already privileged.” Yet, those who could benefit the most from personal development are usually the ones who can’t afford it. AI gives us the opportunity to change that—by offering high-quality, non-directive coaching at scale, for free or at a very low cost. That’s the vision behind AI Coach: accessibility for everyone.
Q: What challenges did you face while building your business?
A: The first challenge was choosing not to take external funding. We wanted to remain purpose-led, without being driven by short-term sales targets, and keep creative control. That meant working with limited resources and relying heavily on personal networks. The second challenge has been educational—most people think of “AI coaching” as advice from a chatbot, but true coaching is non-directive. Helping people understand that difference takes time and patience.
Q: How do you define success for AI Coach?
A: Success for us is twofold: first, making high-quality coaching accessible to as many people as possible; and second, achieving commercial sustainability so that we can continue offering it for free long-term. Ultimately, success looks like a level playing field where anyone, anywhere, can have access to meaningful personal growth conversations.
Q: What exciting developments are ahead for your venture?
A: We’ve recently introduced personalization features that let users design their own AI coach personalities. Next, we’re exploring meditative soundscapes and working toward launching a mobile app. We’re also piloting with organizations, including large ones, which could help us scale further. Research has been encouraging—studies with the NHS and Oxford Brookes University showed measurable increases in self-efficacy and goal attainment through our platform. That validation motivates us to keep going.
Q: And finally, what message would you like to share with our audience?
A: I believe coaching isn’t just for executives—it’s for everyone. Technology gives us the means to open doors that were previously closed. If we use it wisely, we can help people grow, thrive, and create a better future together.
“True coaching is about asking better questions—not giving answers. If we can make that experience accessible to everyone, we can change lives.” – Sam Isaacson
Connect with Sam Isaacson: You can connect with Sam on LinkedIn.
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