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At this year’s ING marathon, one runner wore something other than a numbered T-shirt: a bright pink wig and a cardboard box. The box read “I asked ChatGPT how to run, it said scan this,” with a code linking to the . The runner was Amine Khobba, the platform’s founder. He used the marathon as an opportunity to promote his start-up.

^{Amine at the ING Marathon 2026}

Amine, a Master in Entrepreneurship and Innovation (MEI) graduate, built Coacheey as an all-in-one platform and marketplace for sports, fitness, and wellness coaching. “Coacheey is a platform where people can find sports and wellness coaches across many disciplines, from tennis and boxing to yoga, fitness, dance, and more, as well as sport-related events,” he says. “It is designed to make it easier for people to discover the right coach or activity for their needs, while also helping coaches and wellness professionals become more visible and grow their business.”

From idea to a platform

Amine wanted to start his own business since he was a child. The idea for Coacheey came while he was still a student, but he thought the timing wasn’t right for a full launch. He came back to it once he noticed Luxembourg’s sports industry changing. Amine realized the problem wasn’t his alone – coaches and wellness professionals across the board lacked an efficient way to manage their work and reach clients. “That was the moment when Coacheey stopped being just an idea and became a solution I felt could truly respond to a market need,” he says.

Amine credits his Master programme with giving the idea structure. “When you start with an idea, it is very easy to feel excited but also a bit lost, the programme helped me understand the process step by step,” he says. Modules on market research, customer discovery, marketing, and finance shaped how he tested the idea before building it. One course made the biggest impression on him: “The course that marked me most personally was Entrepreneurial Leadership, because it went beyond the technical side of entrepreneurship and made me think about leadership, ethics, trust, personal awareness, and how value is created in a business. It helped me understand that building a company is not only about strategy and execution, but also about mindset, responsibility, and how you lead people and decisions over time. That perspective has stayed with me and continues to influence how I approach Coacheey.”

^{Amine at the ³ÉÈËÍ·Ìõ graduation ceremony}

Bringing coaching into the workplace

Coacheey is based at the ³ÉÈËÍ·Ìõ Incubator, where it gets support and advice from experienced mentors of its Venture Mentoring Service. “It gives us access to experienced people who challenge our thinking and help us make better decisions,” Amine says. “It has definitely influenced the way we build Coacheey by making us more deliberate and more focused on execution.”

The platfrom has been signing up companies, not just individual clients, as customers. One example is a partnership with the American Chamber of Commerce, aimed at offering coaching as part of company wellness programmes. Amine sees this as creating value on both sides: coaches get access to a larger client base through company employees, and companies can offer wellness as a benefit that supports staff health and retention. He also believes it helps companies attract new talent by showing they care about employee well-being. “We want to bring sports to corporate, and corporate closer to sports,” he says.

^{Amine presenting Coacheey}

In three years, Amine wants Coacheey to be the go-to platform people in Luxembourg think of when looking for a sports coach or a sports-related event. “Success is not only about growth in numbers, but also about becoming a trusted and recognized part of the sports ecosystem. I want Coacheey to be a product that genuinely makes life easier for coaches and users alike, while creating long-term value for the whole community,” he says.

His advice to those sitting on a start-up idea? “Don’t wait until everything feels perfect, because as an entrepreneur, clarity often comes through action. If you have an idea, start testing it early, talk to potential users, and learn from real feedback.”