Our mission

Improving lives with coaching

We believe coaching can have a significant positive impact on people’s lives and health. Through making high quality coaching available to everyone, we strive to inspire and motivate people around the world to make positive change. Our values are:

01. Trust

The trust of our clients and coaches is the base of our culture. We are proud of this trust, we work hard for it and we do not take it for granted.

02. Help

With commitment and attention to details, we help our clients, coaches and communities to be the best they can be.

03. Always Better

Continuous improvement is our DNA. Never complacent and always looking for opportunities and innovations to be and do better.

The Team

We make it happen

Tarek Beram

Founder & Managing Director

Tarek is a people development expert with more than 20 years of experience in large global organisations. Over his career, his main focus was on creating strong cultures and on developing people to reach their full potential. He is specifically passionate about how innovation and technology can make learning and development effective and enjoyable.

The Advisory Board

The wisdom behind our success


Ramses is an experienced, ambitious and entrepreneurial leader with twenty years of experience across start-ups and scale-ups. His leadership and influence were reflected in building winning teams and companies. Ramses sold two businesses: a publishing house (JMG Publishing) and an outdoor fitness company (The Bootcamp Club). He guest lectures at several business schools in The Netherlands, is an author of multiple books (ICT, fitness), is advisor to various startups and scale-ups.


Sam is a technology driven entrepreneur, investor and advocate with 25 years of leadership experience working with global F500 enterprises, C/level executives, start-ups, application developers, conceiving and implementing mobile, web and emerging applications that drive business growth, profit and demand. He is passionate about building successful businesses by applying deep experience and wide technical knowledge to identify ways in which technology can advance the bottom line.


Stephen has spent the last 20 years advising senior executives on a range of business issues, with a particular focus on helping transform organizations.  He is currently the Group Head of Strategy & MI for Philips Lighting, and has previously worked with McKinsey & Company, Accenture, ING Bank, Manulife Financial, Pillsbury, as well as several start-ups.  Keen to bring a global perspective to any problem, he has worked across Asia, Africa, Europe and North America.  Stephen is most passionate about Innovation and Technology in consumer products and services, especially in the IoT and Fintech spaces, as well as teaching his daughter basketball.

Anja Uitdehaag

Anja has served in her last role as Group Chief Human Resources Officer in VEON. Prior to that, she served as Manager/Director HR for Philip Morris International in Kazakhstan, Romania, Switzerland, Caucasus, Ukraine, Indonesia, South Korea and the Netherlands. She is the Co-Founder and Managing Partner of Femflection, a development community for professional/dynamic women in business. She provides input on shaping & scoping vision and strategy, advises on effective execution and operates as a sounding board and mentor. Anja has strong passion for people and what moves them to go beyond whatever they do.

Get in touch

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WeWork Metropool

Weesperstraat 61

1018 VN, Amsterdam

The Netherlands

Koach™ 2021 - Made in Holland 🇳🇱