Just AFGO
Coaching for the moments that define your growth and your future.
My name is Cassie Choi. My life has been defined by the uncomfortable moments that transformed into “just another f*ckin’ growth opportunity” (Just AFGO) to get me where I am today.
Who I am
Former registered nurse, operations executive, and venture-backed founder.
17+ years in healthcare, 8 years in startups, 5 years as a founder.
Built and scaled high-growth teams, raised venture funding, and led at the intersection of operations, strategy, and leadership.
Lover of golf, travel, and good food.
What I do
I help venture-backed founders, high-growth individuals, and leaders at an inflection point gain clarity, confidence, and a clear action plan.
Coaching is not just about giving you answers — it’s about asking the right questions, holding space for you to discover your innate potential, and partnering with you through those uncomfortable moments that lead to growth.
What I believe
Growth comes from discomfort.
Leadership is lonely and you shouldn’t have to do it alone.
There is no “right” way, just the way that is right for you.
Coaching isn’t therapy, but it’s transformative.
The best leaders operate with clarity, not just confidence.
The best coach for you is one that you can connect with from a place of safe vulnerability.
Working with me
My coaching is practical, action-oriented, and deeply personal.
I help my clients cut through uncertainty, make tough decisions, and operate from a place of alignment and authenticity.
We focus on what’s most important — whether that’s scaling a company, navigating leadership challenges, or making big career moves.
How we work together
1:1 Coaching → Weekly or biweekly sessions with a strategic and personalized agenda to address your challenges.
Co-Founder Coaching → 1:1 coaching + founding team group coaching focused on addressing the stuff no one wants to or knows how to talk about — improving communication, deepening partnerships, and setting your team up for long-term success.
Advisory/Strategy Work → Need to tackle a specific challenge where my domain expertise can help you? We can do that, too.
We might be a good fit if:
You’re a venture-backed founder, high-growth individual, or executive in an early stage or scaling company.
You’re navigating a big decision or leadership transition.
You don’t just want advice—you want a trusted thought partner to challenge and gain clarity on your own thinking.
You’re NOT looking for a consultant to tell you what to do. Coaching is about helping you uncover your own path.
“Cassie has been [redacted]’s founder coach for the past year and I’ll say this simply: she has truly changed the trajectory for our company for the better. ”
“I have been taking to heart a lot of the things that we did last session and it’s honestly been really game changing for me. I’m actually really excited and I feel like I feel very in control of my work— I feel very purpose driven every day.”
“You were here for us during the most pivotal moments — dropping out of school, becoming full-time founders, forming our team culture, hard personal breakups, and managing our friendship as co-founders. During some of our most stressful moments, you enabled us to believe we could make it to the ranks of YC. Frankly, we would not have even shot our shot without your support.”
Where should we begin? With a conversation.
If you’re ready to explore coaching, I’d love to hear from you. Whether you have a question or want to book a session, let’s connect. I offer a free 45 minute intro call to see if we’re a good fit.
Not sure if coaching is right for you? Let’s have a quick chat. I can help you figure out if this is the right fit—no pressure, just a conversation.
FAQs
What’s the difference between coaching and advising?
Coaching and advising both provide support, but they serve different purposes:
Coaching is a process of helping you unlock insights, clarify goals, and navigate challenges through structured reflection and questioning. As a coach, I won’t tell you what to do—I’ll help you figure out your own best path forward.
Advising is more directive. As an advisor, I provide specific guidance, strategies, and recommendations based on my expertise.
My coaching approach blends both coaching and advising when appropriate. If you need space to think, process, and make strategic decisions, coaching is a great fit. If you need direct tactical guidance, we can can explore an advisor relationship.
I’ve never worked with a coach before. What should I expect?
Think of coaching as a structured conversation focused on your goals, challenges, and personal growth. I’ll ask thought-provoking questions, challenge your assumptions, and help you unlock new ways of thinking. My style is direct but supportive, helping you move forward with confidence
What should I expect in an intro call?
This is a casual 45-minute conversation where we discuss what you're looking for and how I might help. No pressure—just a chance to connect.
Do you offer one-off sessions?
Coaching is a process designed to support your growth, which often can’t happen in one session. Once we decide we’re a good fit for each other, I’m committing to your journey for a minimum of 6 months.
What’s your pricing?
Pricing depends on the type of coaching and level of engagement. We can discuss options on an intro call!