August 19, 2026
Meet Eline: coaching, code, and why the two belong together
She ran her own online coaching business and tested every platform she could find. Now she's helping build movemove. Eline on going from user to builder, staying picky, and where coaching goes next.
Some people study the market. Eline Kopland Sætre lived it. She built and ran her own online coaching business, felt where the tools fight the coach instead of helping, and went from user to builder to fix it. With a background in leadership, marketing and coaching, she has gone all in on coding. At movemove she makes sure everything we ship passes one test: would a real coach actually want this?
She works across three crafts: coaching, engineering and product. The coach's judgment goes into what we build, she builds it, and she shapes how we talk about it. Below she answers a few questions in her own words.
“Does this actually tell a coach what to do about this client today, or does it just display numbers?”
You're an online coach yourself. What made you want to build the platform instead of just using one?
Ever since I started out as an online coach, I've noticed how much of a gap there is when it comes to a really good coaching platform. I tested every one I came across, and there was always plenty I wasn't happy with. You basically end up choosing the one you're least unhappy with. On top of that you have to use endless third-party apps for different things. So when I came across movemove and heard the vision, I knew immediately that this was something I wanted to help build - because I have a lot of opinions about how it should work.
You still coach. What does that change in how you build?
I know what a coach needs in order to do their job as well as possible, because I'm on the other side of it too. Whatever I'm working on, I keep asking the same question: does this actually tell a coach what to do about this client today, or does it just display numbers? A lot of people build these platforms without really understanding that difference. I'm very picky, and I bring that into the work.
Where does coaching go in the next five years, with wearables and data everywhere?
With more data we can tailor things much better, because we can see trends and follow up far more closely. Of course we learn a lot just from talking to clients. But actually being able to see how they slept, how they've recovered, how hard they've pushed themselves, resting heart rate, trends in weekdays versus weekends - that gives us a much fuller picture. I think the next few years are less about collecting more of it and more about surfacing the right parts at the right time, so we can help clients see what they might not see themselves.
Eline's answers went deeper than one article can hold. Will AI replace coaches? How does she use AI in her own work? Both questions get their own articles later.
If you coach and your tools fight you, we want to hear about it.