A Movement, Not a Website

BECoach.ai

The world's first on-device AI coaching app

App Store review in progress · Available within 48 hours

The App

Pure, Private, On-Device Intelligence

BECoach.ai is the world's first iOS app to run Qwen3.5 — Alibaba's most advanced AI — entirely on your iPhone. Powered by Apple MLX, purpose-built for Apple Silicon. Every response runs on the chip in your pocket.

On iPhone 15 Pro and newer, the Neural Engine runs Qwen3.5 at full speed — no compromise, no throttling, no waiting on a server.

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Fully Private

Your conversations never leave your device — not because we say so, but because they physically can't.

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Fully Offline

Works on a plane, in a basement, anywhere. No Wi-Fi required after first launch.

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No Account

No sign-up. No subscription. No data collection. Just open and think.

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Qwen3.5

Alibaba's most advanced model, quantized to 4-bit MLX format, running natively on Apple Silicon.

App Store review in progress · Coming within 48 hours

The Model

AI Supports the Coach. The Coach Transforms the Person.

Coaching is expensive. A great coach's time is finite. Most people who need one will never have one.

BECoach.ai isn't designed to coach without humans. It's designed to make human coaches more effective, more prepared, and more present — handling the thinking partner role between sessions, so when a coach shows up, they show up for what only humans can do: presence, empathy, accountability, relationship.

"The fastest way to learn is to teach. Coaching isn't just for the person being coached — it transforms the coach. Every great teacher will tell you: you don't truly understand something until you can explain it to someone else. Coaching is learning by teaching, in real time, with real stakes. It compounds."

The best coaches don't give answers. They ask better questions. So does BECoach.ai.

Born From a Real Idea

How BECoach.ai Came to Life

Last summer, a coach sat by the pool watching his kids swim, chatting with AI about what the future of coaching could look like. He registered becoach.ai on instinct. It sat dormant for nearly a year.

Then on March 2, 2026, Alibaba released Qwen3.5. The next day, his OpenClaw assistant Dao spotted that mlx-swift had been updated overnight with Qwen3.5 support — before the community had caught up. Dao quantized the model to 4-bit MLX format, uploaded it to HuggingFace, and wired it into a SwiftUI app running natively on iPhone. All in under 24 hours.

That's not a story about technology. That's a story about what happens when the right tools meet the right vision.

The platform behind BECoach.ai is Apex Learn — a nonprofit 501(c)(3) committed to your personal development, active since 2014. Coaching sessions with volunteer coaches are free. The app is free. The only ask is that you grow — and eventually, that you give back.

Meet a Coach at Apex Learn →

The Reading List

Two Books That Define This Movement

The intellectual foundation of BECoach.ai — the framework that changed how we see economic value, and a practitioner's guide to the conversations that create transformation.

The Transformation Economy

B. Joseph Pine II · Foreword by James H. Gilmore

The highest form of value isn't what you sell — it's who your customer becomes. The foundational framework behind everything we do at BECoach.ai.

"This is the framework I use at the core of every coaching engagement." — Tony

Strategic Conversations

Chris Voss & Tao Zhang · SuccessBooks® Amazon Best Seller

Winning communication strategies for life's most important interactions. The "Learn Differently" chapter by Tony — selected from professionals worldwide, curated by Chris Voss.

Amazon referrals are donated to Apex Learn — a nonprofit 501(c)(3) committed to your personal development.

The Coaching Methods

Frameworks for Lasting Change

Every engagement draws on evidence-based frameworks designed to elicit the client's own wisdom, build intrinsic motivation, and create the conditions where transformation becomes possible.

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Transformation Economy

Joe Pine's framework: the highest value you can create is who your client becomes. Every session is engineered toward this outcome.

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Motivational Interviewing

The gold-standard approach to facilitating change. Drawing out the client's own wisdom. Honoring autonomy. Evoking the internal case for change.

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GROW Coaching Model

Goal → Reality → Options → Way Forward. A structured conversation model that moves clients from where they are to where they want to be.

Motivational Interviewing

Partnership · Acceptance · Compassion · Evocation

MI principles in every coaching engagement — drawing out the client's own wisdom, honoring their autonomy, and creating the conditions where transformation becomes possible.

GROW Coaching Model

A Conversation That Moves

GROW is the most widely used coaching framework in the world. Simple to understand, powerful in practice — it gives every conversation a clear direction and a destination.

Goal

What do you want to achieve? Establishing a clear, specific, meaningful objective for the session and beyond.

Reality

Where are you now? An honest, non-judgmental assessment of the current situation, obstacles, and resources.

Options

What could you do? Exploring the full range of possibilities without filtering — creativity before judgment.

Way Forward

What will you do? Committing to specific next steps, with a plan that converts insight into action.

Direct Conversation

Chat with Tony's Digital Twin

Tony's Delphi AI is trained on his thinking, frameworks, and coaching approach. Ask anything — about behavioral economics, transformation, coaching, or AI.