A device agnostic platform that leverages design thinking to bring virtual coaching to the world. Capitalizing on the wearable technology boom, iCoach will enable and empower individuals to track and measure performance, health and wellness across devices, while translating raw data into critical insights that are based in science and human behavior. iCoach will provide the platform and tools to build a social community of experts, amateurs, enthusiasts, and beginners who want to compete, challenge, learn from each other, while basing their decisions about performance, health and wellness on the best of modern science. It will embed critical services from social networking, to gamification, to e-commerce transaction services, to behavior modification. iCoach will democratize expert knowledge that is driven by modern science, field research, and individual outcomes to everyone, breaking the expensive monopoly of "experts," "coaches," and "trainers."