MEET YOUR BUTLER
We’ve spent a decade inside the back offices of coaching businesses.
We know which parts of your week don’t need you, and which parts nothing can replace. Coach Butler exists to handle the first, so you’re free for the second.
Why we exist
We don’t believe coaches struggle with business because they’re bad at business. We believe they were never supposed to be running a back office in the first place.
You trained to coach. You certified to coach. You’re brilliant in the room, and your clients prove it. Nobody certified you in CRM setup, bookkeeping, email automation, or which of the forty AI tools everyone insists you need actually matters.
And yet somehow, that became your job.
We exist to end that. Not by making you work harder, and not by taking your business off your hands. By running the business behind you, so your week belongs to coaching again.
Meet Jackie
Jackie has spent her entire career in customer-facing and operational support roles: the person behind the scenes who keeps things running, and the one people call when "how does this all fit together?" needs an actual answer. For coaching businesses and ICF chapters, she's been exactly that — strategist, systems thinker, and back office. She's a Certified OBM with a soft spot for uncomplicated solutions, and Coach Butler's own Client Zero: every system we prescribe runs in our business first.
"Coaches don't need more hustle, and they definitely don't need another course. They need someone who genuinely has their back. That's the company we've built."
- Jackie Appleby, Founder & Head Butler
The team behind the calm
A butler runs the household, and a household takes a team. Here’s ours.
Jackie Appleby
Founder & Head Butler
Superpower: Making hard things feel doable. There’s always a simpler way — Jackie finds it, then walks you through it in your language. Lights on.
Aimee Mooney
Online Business Manager
Superpower: Momentum. When something needs to go from “planned” to “done,” Aimee is the reason it happens on schedule, not someday.
Jan De Joya
Tech & Systems Specialist
Superpower: Building your tech so it quietly does its job — systems that support how you work, instead of becoming one more thing to manage.
Gabrielle Drapeau
Marketing Assistant
Superpower: The polish. Whatever the message, Gabrielle makes it look and sound its best — on video, in your inbox, everywhere it shows up.
Tania Malumbe
Admin & Client Care
Superpower: The details. The follow-ups, the small things, the “did anyone remember to...?” — Tania did.
Why a butler?
A butler doesn’t run your life. A butler runs the household — quietly, reliably, without fuss — so you’re free to do the thing only you can do. That’s the promise in our name: someone has this handled. You can go coach.
And that’s why our mascot looks the way he does.
Ceebee
Chief Simplicity Officer
Yes, he’s a stick figure. That’s the point. Managing the backend of your coaching business shouldn’t feel complicated, and Ceebee is our daily reminder: if it feels complicated, we’ve built it wrong.
Superpower: Keeping us honest about simple. On duty around the clock; has never once asked for a day off.
Three things we hold to
01
Strategy before systems.
A message before a machine. Systems built on unclear direction don’t create growth — they automate the chaos.
02
Simplicity before cleverness.
You shouldn’t need a manual to run your own business. The best system is the one you barely notice.
03
Your business stays yours.
We run the household, never the house. The vision, the coaching, the decisions that make it yours? Those were never supposed to leave your hands.
Trusted by coaches and ICF chapters
Come say hello.
Book a House Call: 30 minutes about your business, where it’s stuck, and what to fix first. We’ll listen, we’ll be honest, and you’ll leave with your next step, whether that’s with us or not.
The Butlers Note
Our fortnightly newsletter. One Idea, three minutes.
© Diligent Assistant Inc. DBA Coach Butler 2026