Lift Rebrands as Coach.Me Just in Time for Your New Year’s Resolution

December 31, 2014

9:00 am

The Lift brand is no more; today, the popular goal-tracking app that was founded in 2011 is rebranding as Coach.Me to highlight its new focus on coaching.

Lift started out as a habit tracker, and that’s what the name evokes for a lot of people – Lift 1.0. But on December 16, Lift released version 2.0 out into the wild – a full-fledged platform with 700 coaches, including entrepreneur and inbox zero expert Josh Roman, and former American Gladiators TV star Dan Clark. When users pick a goal, they can choose to get props for their progress, set a weekly target, get reminders, or – for $14.99 a week – hire a coach.

Lift coaching screenshotFor example, cofounder Tony Stubblebine works with a coach to help him keep running despite calf injuries. He sends videos of his runs to the coach, the coach marks them up and notes areas that need ergonomic improvement, and Stubblebine implements the changes. All coaching is done over chat and coaches should check in with you at least once a day, if that’s what you want.

Coaches are available for 1,400 goals, and you can hire them for just a week or indefinitely, if you prefer more accountability.

This shift toward coaching came about as Lift realized how much benefit users were getting from the broader community on the app.

“We’d always built it as a social habit-tracking app,” says Stubblebine. “The most powerful thing we saw in the first version of Lift (then) was the help that people in the community were giving each other.”

At some point, Lift designated some of its power users as peer mentors. They found that people like to get advice from peers who are actually working on the exact same goal – meditate daily or do the slow-carb diet – rather than an all-purpose professional coach. That was the case during Tim Ferriss’s abstinence challenge on Lift, which had two coaches – one professional and one amateur, 106 days sober.

If you’ve got a goal you’re working on for the new year, here are some of Stubblebine’s tips for following through on it:

  • Be specific. Don’t just say “I want to lose weight,” but “I want to lose weight by going to the gym three times a week” or “cutting down on sugar.”
  • Plan. The reason goals are hard to achieve is because we have tons of entrenched habits that support the status quo. If we want to lose weight, we’ll have to think about different foods to eat for breakfast and lunch, and unhealthy restaurants to avoid. Sometimes that also means breaking down our goals into subgoals – one student wanted to stop procrastinating and work on his dissertation for 8 hours a day, but a Lift coach convinced him to start by reducing the time it took after sitting down at his desk to write the first sentence. 
  • Get support. That could be from family, friends, or – how about that? – a coach on Coach.Me.

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Kira M. Newman is a Tech Cocktail writer interested in the harsh reality of entrepreneurship, work-life balance, and psychology. She is the founder of The Year of Happy and has been traveling around the world interviewing entrepreneurs in Asia, Europe, and North America since 2011. Follow her @kiramnewman or contact

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