SteelBody Coaching Joins Alpha CRM

Coach Desny Wijsbroek of SteelBody has been running a custom coaching dashboard we built for him — a maatwerk system designed around his coaching practice, with deep Trainerize integration, automated progress analysis, and tooling to enrich raw coaching data into something actionable.

That custom dashboard solved one problem brilliantly: the coaching side. But every coaching business is also a small business. Leads coming in from social, prospects to nurture, client relationships to manage, communication to track. Until recently, those pieces lived in spreadsheets, DMs, and his head.

Today SteelBody is live on Alpha CRM. The lead pipeline, contact history, follow-up reminders, and communication threading now run inside Alpha — the same platform we use for our construction and ERP clients. Instead of stitching together a CRM tool from one vendor, a coaching tool from another, and a marketing tool from a third, everything sits on one foundation.

Because the custom dashboard and Alpha share the same tech stack, the two systems integrate naturally. Same authentication patterns, same design language, same data shapes. When a lead converts in the CRM, the coaching dashboard is one click away. When a coaching note matters for the client relationship, it doesn't need to be re-typed somewhere else.

This is what we mean when we say "platform". The custom dashboard didn't replace Alpha; Alpha didn't replace the custom dashboard. They live as two complementary halves of the same coherent operation, sharing the same engineering foundation.

For Desny, that translates into less admin, fewer tools to manage, and a clearer view of his business — both on the coaching side and on the client-relationship side.

More importantly, it sets a pattern we'll keep using. Every business has unique parts that deserve maatwerk, and standard parts that benefit from a shared platform. Building both halves on the same foundation makes the seam between them invisible.