Why I Became an AI Coach

I’ve spent most of my adult life in the trenches of marketing, sales, and leadership. Running a company. Building teams. Growing a brand. Getting punched in the face (figuratively… mostly). You name it.

And lately, something weird has been happening:
AI is pulling me toward the future.

Not in a “robots are taking over” kind of way.
More like: “Hey Bryce, this thing is real — and if you lean in, you can help a lot of people.”

The Unexpected Thread

Let me back up.

I’ve got three kids who got their mom’s competitiveness and their dad’s stubbornness. We also suspect their blood type is a rare blend of Red Bull and Espresso. I’ve coached more than a dozen youth sports teams — from wide-eyed three-year-olds chasing grasshoppers to varsity players prepping for state. I didn’t realize it at the time, but coaching was the through-line. It lit me up and still does.

Turns out, I’m a coach at heart.

I just didn’t expect my next coaching gig to involve AI, context protocols, and generative transformers.

But Here We Are

I run Loftwall, a privacy-focused furniture company in Texas. We help people create better spaces to think, meet, and work. And while we’re great at what we do, I kept bumping into the same question:

“How do we grow without burning out our team?”

• Then I met ChatGPT (and his cousins Gemini and Claude, and the black sheep of the family Grok).

• Then I built a custom sales assistant to download one year of product knowledge in one minute.

• Then I used AI to overhaul our entire company handbook and core values to be in tune with where we’re headed.

• Then I trained it on 10 years of customer web chats to analyze our biggest blindspots in education.

• Then I coded a web app to promote lead generation (on a Saturday afternoon - yes, there were multiple rainouts that freed me up).

I could have 100 more “and then I’s…” but you get the point, I was hooked. And I realized: this isn’t just a tool. It’s leverage.

But most business leaders don’t know where to start. Or worse — they’re wasting time on gimmicks.

Why I’m Doing This

Because someone needs to coach the real stuff. Not the hype. Not the buzzwords. But the practical, human, “this could change our business” kind of work.

Because I’ve sat in the CEO chairs. I’ve juggled revenue targets and kids’ soccer schedules. I know what it feels like to be curious but overwhelmed. I’ve worked in private SMB’s and in private-equity fueled “quarterly results or bust” environments.

I don’t think the world needs another “AI guru” or expert. I think it needs more translators — people who can help teams understand, adopt, and apply it without losing their soul (or their schedule).

The whole thesis? Businesses need a coach. 

Where This Is Headed

I’m building a coaching practice that blends AI literacy, team training, workflow design, tool development, and strategy. I’m learning out loud, documenting everything, and sharing what works.

My first playbooks are for:

• Sales and marketing teams who want to sell smarter, not louder

• Operators who want to cut the busywork so their people can add more value

• Leaders who want to create capacity without adding headcount

• Curious minds who wish they had a PhD researcher on staff to test all their crazy ideas

And yeah, I’ll still be running Loftwall — but now, with a co-pilot that never sleeps.

So What?

If you’re a founder, a manager, or a doer who’s wondering how to bring AI into your business without breaking it, let’s talk.

Or just follow along. I’ll keep sharing what I learn — wins, stumbles, and all.

🛠 Want to see even more of the stumbles in real time? Follow me @ceoAIcoach.