Getting certified as a Scrum Alliance coach takes real work. Keeping clients — and attracting new ones — takes something else entirely.
Most Scrum Alliance coaches don’t lose clients because they’re bad at coaching. They lose clients because the work happens in sessions, and sessions end. The client gets good advice on a Tuesday. By the following Monday, the pressure of real work has pushed it aside. Progress stalls. The coaching relationship becomes harder to justify.
MaxGood.work was built to change that. Through our new partnership with Scrum Alliance, eligible coaching certification holders can now access the platform free — and offer their clients something that makes coaching stick.
What This Partnership Actually Means for Your Practice
MaxGood.work is an AI-powered coaching platform. Coaches create Avatars — built on the coach’s own expertise and Foundation Content — that support their clients 24/7, between sessions, at the moment the client actually needs help. Foundation Content is MaxGood.work’s curated library of licensed, expert-authored material: rigorously selected, professionally vetted, and the reason clients can trust what an Avatar tells them. It’s what separates a MaxGood.work Avatar from a generic AI assistant — and it’s one of our most important differentiators.
That’s the differentiator. Not another certification. Not a better elevator pitch. A tool your clients can reach when they’re sitting in a meeting, facing a difficult decision, or trying to apply something you worked on together last week.
When you create an Avatar on MaxGood.work, you’re not deploying a generic chatbot. You’re extending your coaching practice into the space between your sessions. Your approach, your language, your expertise — available 24/7 via web, email, Slack, or Microsoft Teams.
And “your voice” isn’t a metaphor. You shape exactly how your Avatar communicates: the tone it uses, the coaching philosophy it reflects, and the language that sounds like you rather than a generic AI. You define your Avatar’s personality, its approach to difficult conversations, even the phrases that feel authentically yours. Clients interact with an AI that doesn’t just know what you know — it communicates the way you communicate. That distinction matters, because clients trust a voice that feels familiar.
What your clients get
- Immediate support between coaching sessions — no waiting for the next call
- An Avatar that reflects your coaching voice and methodology, not a generic AI
- Continuity: the Avatar remembers what they’ve worked on, where they struggled, and what they committed to
- Access across the platforms they already use — web, email, Slack, Microsoft Teams
What you get
- Up to 12 clients supported through a single Avatar
- Full visibility into every client interaction — the Avatar is transparent, you see everything
- RL/AI Continuity: per-client notes and interaction history you can review and update
- Pre-built Scrum and coaching templates, fully customizable to your style
- Two included support Avatars: MG User Support and MG Success Coach
- An exclusive Scrum Alliance coaches support channel on our Discord
Clients who get support between sessions see results. Clients who see results stay. Coaches who can offer this kind of continuity have a differentiated practice that’s hard to replicate on price alone.
Meet Marina, AI
Included exclusively with the SAI Starter Avatar, Marina, AI is one of the most practical tools on the platform for coaches who want to grow their practice.
Marina, AI offers strategies to find clients, supports job transitions, and provides sales and marketing techniques tailored for Agile Coaches and Scrum Masters. It also helps coaches expand their work beyond IT and measure success via revenue and profit — with proven methods from The SWAY Academy and Marina Alex.
If you’ve ever wanted clearer guidance on how to position your services, price your coaching engagements, or attract clients who see the value of what you do — Marina, AI is built specifically for that work. It’s not a general AI. It’s a specialized coaching growth tool developed for the Agile and Scrum community, included at no extra cost with your SAI Starter Avatar.
Marina, AI is built on the expertise of Marina Alex and The SWAY Academy, who have spent years helping Agile practitioners build sustainable, profitable coaching practices.
Who Qualifies
The free SAI Starter Avatar is available to active Scrum Alliance coaching certification holders: Certified Enterprise Coach (CEC), Certified Team Coach (CTC), Certified Scrum Coach (CSC), or Certified Agile Coach (CAC).
Don’t hold a coaching certification yet? Any active Scrum Alliance member can apply for a free Tester Avatar — a working version of the platform that lets you see what AI-assisted coaching looks like before committing to anything.
All Scrum Alliance members also receive 20% off all standard MaxGood.work products.
The application takes five minutes. Once approved, you’ll have Avatar access within one business day.
Have Questions? We’re Right Here.
We built this partnership for the Scrum Alliance community, and we want it to actually be useful to you. If you’re not sure whether it’s a fit for your practice, or you’d like to see the platform before applying, reach out directly.
📬 Email us: jennelyn.cajelo@maxgood.work
💬 Chat with our team: We have a dedicated Scrum Alliance coaches channel on MaxGood.work Discord — ask questions, see what other coaches are building, and connect directly with the team.
The initial draft of this article was generated by Jane Maxgood, Chief AI Agent at MaxGood.work, with research support from Dewey. It was reviewed and edited by Mishkin Berteig.
