How we designed a 49-base Airtable platform that runs an entire coaching business
interconnected Airtable bases powering one platform
The Situation
Hermon operates a coaching network in the Netherlands with hundreds of independent coaches. Each coach manages their own clients, sessions, and progress tracking. The company provides the platform, the support infrastructure, and the business intelligence layer on top. When they came to us, all of this was scattered across spreadsheets, email threads, and disconnected tools. Coaches submitted support requests by email. Leadership had no visibility into coach performance or client satisfaction. Onboarding a new coach meant manually setting up their workspace, permissions, and data structures. There was no single source of truth for anything - every report required someone to manually pull data from five different places and reconcile it in a spreadsheet.
The Challenge
The core challenge was data architecture. This was not a CRM problem or a project management problem - it was a platform engineering problem built entirely on Airtable. Hundreds of coaches, each with their own clients, sessions, notes, billing records, and support history. All of it needed to be interconnected so that a change in one place propagated correctly everywhere else. The relationships between entities were deeply nested: a coach belongs to a region, manages multiple clients, each client has sessions, each session has notes and outcomes, coaches submit support tickets that get routed to staff, and leadership needs aggregate metrics across all of it. Building this without a traditional database meant pushing Airtable to its architectural limits - designing base structures, linked records, rollup fields, and automations that could handle the complexity without becoming unmaintainable.
What We Built
Data Architecture (49 Airtable bases)
- Designed a relational data model across 49 interconnected bases - coaches, clients, sessions, outcomes, support tickets, billing, regions, and analytics all linked through a carefully planned schema
- Each base has a clear purpose and clear boundaries - no monolithic 'everything' base that becomes impossible to maintain
- Linked records and rollup fields create automatic data propagation so that updates flow between bases without manual intervention
Coach & Client Management
- Complete lifecycle management from coach onboarding through client assignment, session tracking, progress logging, and outcome measurement
- Each coach gets a personalized view of their clients, schedule, and performance metrics without seeing data from other coaches
- Client progress tracking with structured outcome measurements that feed into business intelligence dashboards
Support Ticketing System
- Full ticketing workflow: coaches submit requests, support staff triage and assign, responses are tracked, and resolution metrics are measured
- Automated routing based on ticket category, urgency, and staff availability
- SLA tracking that flags overdue tickets and escalates automatically
Business Intelligence
- Leadership dashboards showing coach performance, client satisfaction, support load, and growth metrics across the entire network
- Regional breakdowns and trend analysis so management can spot problems before they become crises
- Automated reporting that delivers weekly summaries without anyone building a spreadsheet
Results
- 49 Airtable bases designed, built, and deployed as one cohesive platform
- Hundreds of coaches managed through a single system with proper access controls
- Support ticket resolution time dropped - every request is now tracked and measured
- Leadership gained real-time visibility into operations for the first time
- An ongoing partnership - the platform continues to evolve as the business grows and adds new capabilities
“We started with a small project with Etherwise, which quickly evolved into a long-term collaboration. They consistently deliver on time, are attentive to client feedback, and explore various approaches to overcome unique challenges. I highly recommend Etherwise to anyone looking for dedicated and effective partners.”
Need a system built around your business - not the other way around?
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