The engagement doesn’t end when the session does.

Every Scrum Alliance coach knows this — the moments that define client outcomes rarely happen inside a coaching session. They happen on a Tuesday afternoon when a client is facing a difficult conversation with their team. They happen on a Friday morning when the pressure mounts and there is no coach in the room.

Until now, that gap between sessions was a gap in your impact.

The Challenge Every Coaching Business Faces

Getting clients is hard. Keeping them is harder.

Clients who feel supported between sessions renew. Clients who don’t move on. It is not a reflection of your skill as a coach. It is a structural gap: your expertise, your frameworks, your voice can only reach your clients during the hours you are actively working together.

That is the problem MaxGood.work was built to solve.

What an Avatar Actually Does

An Avatar is not a chatbot. It is not a generic AI tool trained on whatever the internet has to offer.

A MaxGood.work Avatar is your coaching presence — built on your methodology, your language, and licensed expert content from the world’s leading coaches and practitioners. It extends your impact directly into your clients’ daily work.

When your client needs to think through a difficult stakeholder conversation at 10 PM, your Avatar is there. When they want to revisit a key concept from your last session before a high-stakes meeting, your Avatar is there. And because the platform supports RL/AI Continuity, every interaction builds on what the client has already shared — creating a personalized experience that deepens over time.

This is what keeps clients coming back.

What Sets MaxGood.work Apart

There is no shortage of AI tools in the market. What separates MaxGood.work is what is inside:

• Foundation Content — your Avatar is backed by licensed, expert-curated content from established thought leaders in Agile, leadership, coaching, and many other domains. Not internet-sourced noise. Trustworthy, authoritative content your clients can rely on.
• RL/AI Continuity — the platform allows you to privately and securely give your Avatar updates about your clients, and before your sessions with your clients, you can check on their interactions with the Avatar. Every client interaction in real life and with your Avatar informs the next, building a continuous and personalized coaching experience that grows with your client.
• Hyper-personalization — the Avatar adapts to each client’s goals, communication style, and progress. Every conversation is relevant.
• Proactive check-ins — the Avatar reaches out, not just responds. It keeps your clients engaged between your sessions, totally controlled by you.
• 100% coaching-focused guardrails — no distractions, no scope creep. The Avatar stays within your methodology and supports your clients accordingly.

Ready to bring your coaching practice into the space between sessions?
Apply for your free Scrum Alliance Coach Avatar here →

What This Means for Scrum Alliance Coaches

MaxGood.work and Scrum Alliance have partnered to give coaching certificate holders — CEC, CTC, CSC, and CAC — access to a free Starter Avatar as part of their certification. No trial period. No limited demo. A fully functional Avatar you can deploy with your clients today.

If you hold an active Scrum Alliance coaching certification, this is already yours.

If you are a Scrum Alliance member who does not yet hold one of those certifications, you still benefit: a 20% subscription discount is available to all active members, and you have access to Marina — an AI developed in partnership with SWAY Academy and Marina Alex, designed specifically to help Agile coaches build their client base, navigate career transitions, and grow their practice through sales and marketing support.

The Question Worth Asking

The real question is not whether AI will change the coaching profession. It already has.

The question is whether your clients will experience that change with you — or with someone else.

Coaches who give their clients an Avatar offer something no other format provides: personalized, expert-backed coaching support available when it matters most — between sessions, during the hard moments, tailored to each client’s journey. That is a differentiator you can bring into every discovery call. It is a reason for clients to stay. And for new clients, it is a reason to choose you.

Apply for your Scrum Alliance Coach Avatar today. It’s free.
Start your application here →

Have questions before you apply?

Join our MaxGood.work Discord community to connect with other coaches, see Avatars in action, and get your questions answered. Or reach out to our team directly at jennelyn.cajelo@maxgood.work — we are happy to walk you through it.

Are you an expert with books, blogs, podcasts, or training material? Learn about becoming a Licensed Expert Author for MaxGood.work.