ABOUT PROJECT
For professionals navigating the complexities of modern business, finding the right coach often feels less like a strategic decision and more like a leap of faith. The Coaching Hut was built to eliminate that guesswork. Founded by Duncan Targett and Joe Wells, the platform serves as a curated hub where expertise meets ambition, focusing squarely on the business sector. Rather than offering a generic directory, it connects users with coaches who possess deep, pre-existing experience in high-stakes fields like Sales, Marketing, Operations, Finance, and Technology.
The marketplace is structured around the specific outcomes that matter most to today’s professionals, organizing its community into clear categories such as Performance, Confidence, and Resilience. The process is refreshingly straightforward: users sign up to browse vetted coaches, book a chemistry session to ensure the right fit, and then connect seamlessly for their sessions.
Key Challenges
While many digital projects are defined by unforeseen technical hurdles or scope creep, the production of The Coaching Hut for founders Duncan Targett and Joe Wells was notable for the complete absence of such friction. This wasn’t a matter of luck, but rather the result of a disciplined, collaborative framework established from day one. Roobykon Software maintained a rhythm of weekly calls and constant, transparent communication, ensuring that every stage of development was visible and aligned with the client’s vision.
By eliminating information silos, we preempted the misunderstandings that typically lead to rework, creating an environment where progress was continuous, and expectations were consistently met.
TECHNOLOGY STACK
Solution Highlights
To bring The Coaching Hut to life, Roobykon Software leveraged the Sharetribe Web Template as the foundation, opting for a proven marketplace solution that could be precisely tailored to the founders’ vision. This choice allowed us to focus on customization rather than reinventing core marketplace functionality. The development stack was carefully selected to ensure both performance and flexibility: React.js and Redux provided a dynamic, state-driven user interface, while React Router enabled seamless navigation across coach profiles, booking flows, and user dashboards.
Node.js and Express formed the backbone of the server-side logic, interfacing smoothly with Sharetribe’s Core API to handle critical operations such as user authentication, session scheduling, and transaction management. Final Form was implemented to deliver a smooth, validated form experience – essential for both clients browsing coaches and professionals setting up their accredited profiles.
THE PROCESS
01
Assessing Needs & Crafting the Implementation Plan: We began by sitting down with the founders, Duncan Targett and Joe Wells, to thoroughly understand their vision for a curated business coaching marketplace.
02
Designing the User Experience: Once the plan was solidified, we moved into the design phase, crafting layouts for all the core pages that would define The Coaching Hut.
03
Design Finalization: We worked on the design from March 4 to May 21, 2025. Throughout this period, we collaborated closely with the client to ensure every detail aligned with their expectations before development began.
04
Transitioning to Development: We actually began development slightly before the design was fully wrapped up, starting on May 14, 2025, once the main pages were agreed upon.
05
Collaborative Development & Testing: The client remained directly involved throughout development. As soon as we completed a task, Duncan and Joe tested it on their end, allowing us to move forward step by step at a steady, predictable pace.
06
Consistent Communication & Project Management: We used Slack for day-to-day conversations, held weekly calls to coordinate workflows and discuss technical details, and provided a weekly progress report to ensure complete transparency.
07
Launch & Publication: We published the platform on September 16, 2025. The smooth progression from the March kickoff to the final launch reflected the clear planning that defined the entire engagement.
Main Features
Packages
We extended Sharetribe to support service packages, allowing providers to bundle multiple sessions (e.g., a six-session course) with a single total price. Customers pay once and schedule sessions sequentially – booking the first at checkout and subsequent ones after each session concludes.
Custom Promocodes
We built a custom admin panel for generating promo codes tied to session packages. Administrators create codes with specified session counts and durations, which companies distribute to employees. Recipients enter the code on the provider’s profile listing, triggering a flow that auto-sets session duration and package size.
Jitsi Integration
We integrated Jitsi to enable video sessions directly within the platform, eliminating the need for external conferencing tools. Sessions open ten minutes before the start time and close ten minutes after, with the coach acting as moderator to approve student entry.
Enterprise Single Sign-On
We implemented SSO via Auth0, enabling corporate employees to log in using their existing identity providers (e.g., Microsoft Entra ID, Okta). Users are automatically created upon first login, and for security-conscious organizations, we enforced SSO by blocking email/password access for specific domains.
RESULTS
The Coaching Hut officially launched on September 16, 2025, marking the successful culmination of months of dedicated collaboration. The platform emerged as a fully functional, enterprise-ready marketplace that seamlessly integrates complex features such as service packages, custom promo codes, Jitsi video sessions, and enterprise Single Sign-On – all built on a scalable Sharetribe foundation.
Beyond the technical deliverables, the project achieved what every development team strives for: a smooth, predictable process from kickoff to publication, with no major hurdles or unexpected delays.
Lessons from The Coaching Hut
Looking back on our work with The Coaching Hut, the most valuable lesson was the profound impact of true partnership with the client. Duncan and Joe tested features as soon as we completed them, provided swift feedback, and treated us as collaborators rather than vendors. We learned that when a client is genuinely present and supportive, the development process transforms into a steady, enjoyable flow where creativity and precision coexist.
We also deepened our technical expertise through the project’s complex requirements. Extending Sharetribe for service packages, building a custom admin panel for promo codes, and implementing enterprise SSO each pushed us to think creatively while maintaining stability and security.
WHAT OUR CLIENTS SAY
JUHO MAKKONEN
CO-Founder & CEO, Sharetribe Ltd
Ian Hoyt
Aircraft for Sale by FLYING
David
CTO's Assistant, Ltd. Cloud Technology Application
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