I'm Eva. I build the business architecture to make your coaching practice work.
Built on structure, drawn to design
I grew up in Amsterdam and studied architecture. I thought I wanted to design buildings, but became drawn to the way systems come together. How structure enables experience.
Good design is invisible when it works - and obvious when it doesn't. That thinking carried into everything that followed.
I went on to complete a master's in Real Estate and Housing at TU Delft — graduated with a 9.5. I worked as a consultant in urban development, advising Dutch government ministries and Schiphol on complex spatial and governance challenges. I took a course at MIT in smart cities. For years, the work was about taking complicated, layered problems and finding the structure underneath them.
On the side, I was designing websites. For architecture studios, for writers, for people whose work deserved a better online presence than they had.
Why I do this work
In 2022 I met my partner - we soon moved countries for his job, and we started a family. While becoming a full-time mother of two beautiful daughters, I trained in holistic coaching and built this practice from the inside out.
What became clear — quickly — was that the work people kept coming to me for wasn't coaching. It was the structure around their business. The website that needed to reflect their level. The offers that needed untangling. The strategy that needed someone who could see the whole picture.
That kept happening. So I built a practice around it.
Building this practice of my own — from scratch, in a new country — taught me things that no consulting project had. What it actually takes to get visible when nobody knows you yet. How hard it is to price work you care about. How long it takes to find the right words for what you do.
How I work
I work with a small number of coaches at a time. The work is personal, considered, tailored to you.
Whether we're building your offer suite in a strategy intensive, designing your website, or setting up your AI business team inside the membership — the approach is the same. We look at the whole picture, identify what's missing or misaligned, and build something that holds.
You leave with structure you can trust and a practice you can stand behind — one that works without you having to constantly rethink it.
The coaches I work with are established in their field. They've done the training, they've worked with clients, they have a vision. What they want now is a practice that reflects that — priced correctly, positioned well, visible in a way that fits their life.
If that's where you are, we'll work well together.
