September 1, 2026
Meet Juan: one of the first coaches to sign with movemove
He runs Thrive out of Milan. Juan on what he wants coaching to do, why friction is the enemy, and what a platform is actually for.
Juan Sebastián Vaca runs Thrive, a coaching business out of Milan with corporate and individual clients across Italy, Colombia and the US. He signed our first partner-coach agreement in July, and since early August his own clients have been migrating to movemove.
He is more than the first name on the list. Before he signed, Juan sent us the clearest set of pilot requirements we have ever been given: everything he would need to run his business properly, with the AI section deliberately left blank. In his words: “that's exactly where I'd like your knowledge and experience to clash with mine.”
So that is how we work now. He shows us what still feels manual, and we make it flow. Below he answers a few questions in his own words.
“The more friction a coach removes, the more impact they can actually have.”
What brought you to movemove?
My journey as a coach has been full of uncertainty, with one thing always certain: I want to help people live a better life through movement. When I met the founder of movemove, I immediately thought there was something here.
What is the hard part of getting people to real change?
Wellness coaching has shown me how hard it is to create real and measurable change in people's lives. Human improvement is always possible, but most people are already juggling all they can. The more friction a coach removes, the more impact they can actually have. That is exactly where leveraging AI and a great coaching platform come in. That is where movemove comes in.
Why do this with us?
I'm joining movemove to maximize my impact as a coach, and as a human being. Because if you want to go fast, go alone, but if you want to go far, go together.
That is the deal we want with every coach on movemove: you bring the practice, we build the tooling around it, and your clients get both.
Welcome, Juan. And if you coach and your tools fight you, we want to hear about it.