Coach more clients. Spend less time on admin.
Protocol is where you run your coaching: programs, nutrition, check-ins, messaging and a client app, all in one place. Connect your own Claude or ChatGPT and brief it like an assistant. It writes the program, summarizes the check-in and drafts the reply. You check it and you send it.
Free for up to 3 clients. No card needed.
Work in ProtocolCRM yourself, or let the Claude or ChatGPT you already have do it for you. ProtocolCRM is the system of record: your clients, programs, history and client app. Your company brain is the AI layer above it, built with you as custom work: the skills, procedures, knowledge and integrations your team runs on, so your AI works the way you coach. You choose what it can touch, and you stay the one who sends.
Two ways in. Pick yours.
Start free and set it up yourself.
Add your first 3 clients on the free plan. When you grow, Starter is $59 a month with 20 clients included, then $2 per client. Upgrade from inside the app, no call needed.
- Training and nutrition builder
- Weekly check-in forms with automatic reminders
- Client app on iOS and Android
Your own branded app, and we move you over.
From Pro, your clients get your own app on the App Store and Google Play, with no launch fee. On Pro or Scale with yearly billing, we move your clients, programs and history from your current coaching platform for free.
- Your own app, your name, your logo
- Free move from popular coaching platforms on a yearly plan
- No seat fees for the coaches on your team
Upgrade to Pro in the app whenever you are ready, or book a 20-minute call first.
Everything you coach with, in one place.
You stop jumping between a spreadsheet, a form tool, a chat app and a payment link. Your clients get one app. You get one dashboard.
Programs and nutrition, built your way
Build workouts, programs and nutrition plans, save them as templates and reuse them. Assign one to a single client or to many at once.
Check-ins that chase themselves
Onboarding and weekly check-in forms. When a client misses one, they get automatic reminders, and you get a worklist of who is late. Answers turn into measurements and photos you can compare over time.
Reports drafted, you approve
Turn on an automation and every new check-in gets a drafted progress report, waiting for your review. You edit it, you approve it, it goes to your client.
A client app with your name on it
Workouts, nutrition, check-ins, chat and your shop in one app on iOS and Android. Your logo and colors on every paid plan, and your own App Store app from Pro.
- Chat, group chats, voice notes and polls
- Shop, subscriptions and payment plans
- Calendar with Google Calendar and Zoom
- Apple Health, Health Connect and WHOOP sync
- Unlimited leads, free on every plan
- Progress photos and measurements over time
Brief it like an assistant.
Connect your own Claude or ChatGPT to Protocol with our plugin or connector. Then ask in plain words. It works on your real clients and your real data, and you see every result.
“Write Mara's next 4 weeks from her last check-in.”
A program built in Protocol, in your rep schemes, ready for you to check and assign.
“Who hasn't checked in this week?”
A short list pulled from your real check-ins, with a nudge drafted for each if you want one.
“Summarize Mike's last check-in and draft a reply.”
The numbers and notes that matter, and a reply in your tone. You skim, tweak, send.
“What needs my attention this morning?”
A plain-language rundown across your whole roster, from your phone, no dashboard open.
“Who's gone quiet in the last 10 days?”
Names and last activity, so you know who to message before they drift.
“Swap barbell bench for dumbbell bench in weeks 2 to 4.”
Changed across the whole program, live in Protocol, in one go.
You bring the AI, Protocol brings the tools. It runs on your own Claude or ChatGPT account, so Protocol doesn't charge you for it. When you connect, you choose what it may do: read only, read and write, or read, write and send. Nothing reaches a client unless you allow it, and you can disconnect any time.
How connecting works →Coaches already run their business on it.
Switching platforms? We move you over.
Coming from a popular coaching platform? On Pro or Scale with yearly billing, we move your clients, programs and history for free. You keep coaching while we do the moving.
Running on Google Drive, spreadsheets or a custom setup? Show us what you have and we will look at it case by case: a small move is often free, a bigger one is quoted up front.
We take on two switches a week, so book your slot. Your account is ready within a week of your slot.
Not sure what can come across? Ask on the call and we'll tell you straight.
Start free. Pay for the clients you coach.
One meter: how many people you deliver to. A membership member and a one-to-one client cost the same, because Protocol does the same work for both, and the rate per client falls as your roster grows.
- Up to 3 active clients
- Unlimited leads
- Training & nutrition builder
- Weekly check-in forms
- Client mobile app
- Your own branding
- Everything in Free
- Your branding in the Protocol client app
- Automations & check-in reminders
- Shop & payments
- Standard support
- Your own app on the App Store
- Everything in Starter
- Your own app on the App Store and Google Play, no launch fee
- Free move from popular coaching platforms, on yearly billing
- A lower rate per client
- Everything in Pro
- The lowest per-client rate we publish
- Everything in Scale
- Volume client pricing
- Team roles & permissions
- Hands-on onboarding
A lead is always free, on every plan. Someone with no program, no tracking and no stored history receives nothing and costs nothing. No seat fees either: add the coaches on your team without paying per seat. A company brain is custom work, scoped with you and quoted separately from your plan.
Pay yearly and get two months free: $590 for Starter, $1,990 for Pro and $4,490 for Scale. A prepaid year covers the base; clients beyond your inclusion are still counted and billed each month.
AI credits
Credits pay for Protocol's own AI features, like drafted check-in reports. Your own Claude or ChatGPT runs on your account and doesn't use them. Every plan includes an allowance each month. Beyond it, credits are $10 per million, and only if you switch overage on. Left off, AI features pause for the month rather than adding to your bill.
| Plan | Included each month |
|---|---|
| Free | 0.25M credits |
| Starter | 2.5M credits |
| Pro | 6M credits |
| Scale | 12M credits |
| Enterprise | Negotiated |
Straight answers.
Do I need Claude or ChatGPT to use Protocol?
No. Protocol is a full coaching platform on its own. Connecting your own AI is optional, and it runs on your own Claude or ChatGPT account.
Does the AI message my clients on its own?
No. Your AI acts when you ask it to, and only within the access you granted when you connected. You choose read only, read and write, or read, write and send. Drafted reports wait for your approval. Check-in reminders are a separate Protocol feature: on by default, and you set the timing, the number of reminders and the wording.
What does the free switch include?
Coming from a popular coaching platform? We move your clients, programs and history into Protocol for free when you go on Pro or Scale with yearly billing. Running on Google Drive, spreadsheets or a custom setup? Tell us what you have and we will look at it case by case: a small move is often free, a bigger one is quoted up front. We take on two switches a week. Book a slot and your account is ready within a week of it. Start free first if you like: everything you set up stays when you upgrade.
When do I get my own app on the App Store?
From Pro ($199 a month), with no launch fee. On Free and Starter your clients use the Protocol client app, and on Starter it carries your branding.
Who counts as a client on my bill?
Anyone you deliver a program, tracking or stored history to. Leads are free and unlimited on every plan, and archiving a client stops them counting from the next billing period.
What is a company brain?
A company brain is custom work we build with you, not part of a plan: the skills, procedures, knowledge base and integrations your coaching business runs on, so your Claude or ChatGPT works the way your team does. We scope it on a call and quote it up front. Book a 20-minute call to talk it through.
Two ways to start.
Starting out? Open a free account and add your first three clients today. Running an established business or a team? Start free too, or book a 20-minute call and we'll plan your switch.
Free for 3 clients · No card needed · Free switch on yearly Pro and Scale · Your clients and brand stay yours