COACH wants every sales rep to close like your best one
The Paris-born, Y Combinator-backed startup records in-person sales meetings, finds what top closers do differently, and coaches the rest of the team to match. COACH is live with the top five in-person sales companies in France, reports an average conversion lift of around 32%, reached roughly $500K ARR in its first five months, and grew at about +120% month over month with nine people.
COACH is an AI sales coach built for the part of selling that software mostly ignored: the in-person meeting. Not the Zoom demo or the outbound call, but the kitchen-table conversation, the doorstep, the showroom. Reps record their meetings; the software studies them, works out what the best closers do that everyone else doesn't, and hands each rep specific feedback after every meeting. The company's one-line version is blunter: every rep gets a coach, your company gets a brain.
The founders — Mathieu Perez, Thomas Perez and Nicolas Sebag — did not arrive at this from a whiteboard. As teenagers they ran a field-sales operation, hiring 44 reps and generating about EUR 3.5 million in 14 months. That experience left them with one nagging observation: give people identical products and identical training, and performance still fans out wildly. The top rep closes several times more than the median. Nobody could reliably explain the gap, and nobody could copy it.
Inside sales solved a version of this years ago. Tools like Gong and Chorus record phone and video calls, transcribe them, and let managers see patterns across thousands of conversations. Field sales got none of that. A door-to-door or advisory meeting happens once, in a living room, and then it's gone — no transcript, no replay, no data. Managers coach from memory and ride-alongs, which means they see a tiny, non-random slice of what actually happens.
The loop is deliberately simple for the rep: record, analyze, coach, see. A manager can physically ride along on maybe one or two meetings a day. COACH watches all of them and surfaces only the reps who need attention. The company frames it as letting one manager coach roughly five times more reps.
The early customers are exactly the teams that live and die on conversion rates: in-person sales organizations in categories like home improvement and advisory selling. COACH says it is live with the top five in-person sales companies in France and reports an average conversion lift of around 32%. It reached roughly $500K ARR in its first five months, growing at about +120% month over month, with nine people. The founders moved from Paris to Silicon Valley to be closer to the technology and the customers they're chasing. By their own account, getting to Y Combinator took eight rejections, three failed interviews and six pivots before an acceptance into the Summer 2026 batch.
