What a fitness coach does for your body,
I do for your company.

The pain is usually legit. The logic, not often.
That's where I start.

Coaching management, withno bullshit.

Be more mentioned andless needed.

How it works

A fitness coach doesn't lift for you. They watch how you move, find what's compensating for what, and give you instructions and a plan you can run without them. They can spot you if the lift is about to fail, but not on every rep. Anything else is dependency dressed up as solution.

That's the job. I come in, watch, listen, find what's actually broken, and work through it with the people who live it. Not around them, not instead of them. There won't be another framework on top of a broken foundation.

I'm not there to expose people. I'm there to expose problems and to leave you able to see and fix the next one yourself. And if a new goal needs a second look, or a hand for a while, that door is still open.

What I always end up asking

  • If you can't define what value means, you can't see where you're losing it. That's Lean…
  • Agile means the ability to think and act quickly and intelligently. Whatever you pick to sit on top — if it doesn't lead there, call it what you want. Just not Agile.
  • Transparency isn't a value you declare. It's something you design — who owns what, where it lives, when it gets reviewed, what it means. You can't adapt what you can't check. You can't check what you can't see. "Everybody knows that" is usually where nothing is actually known, but assumed in different ways by different heads, rarely the same thing. At least I haven't seen it yet.
  • Most rooms are good at agreeing. Very few are good at committing. Usually it's not confusion. It's powerlessness — real or inherited. So when someone says what needs to happen, and the room agrees, I give it straight back to them: "Great. Then, when can we expect that?" If they hesitate, I remind them they already have the authority. If they don't have it yet, we get it — right there, in the room. The team should be self-organizing. Sometimes they just need someone to remind them.

The turn

FOCUS DRILLTap to revealThe root
With SaenchaiTap to revealThe root
ON THE PADSTap to revealThe root

The fitness coach isn't a metaphor I shopped for. I'm on the receiving end of one.

I train, and I pay someone to watch me move, because from the inside, compensating feels like progress. I've spent enough time on the mats to know what feedback sounds like when it arrives fast and honest. I ride a motorcycle across borders: risk you don't manage manages you. And I've rebuilt my life on three continents, which is what "a plan you can run without them" looks like when it isn't a slide.

The point isn't the hobbies. It's that I don't ask companies for anything I haven't done myself, or led the change before. Watched. Tested. Spotted when it counts, independent the rest of the time.

The story

2013
2014
2015
2016
2017
2019
2020
2024
2026

Salvador, 2013. Law school by day (between other activities), Business school by night. A partner and I started a consultancy for bars and restaurants, and before anything else we built a diagnostic model: watch how the place actually runs, find what's compensating for what, fix what we could with the people who work there, and bring in specialists for what wasn't ours to fix. Nobody called it a method. It was what made sense, before anyone taught us otherwise.
Because of this firm and structure, I was nominated Deputy Director of the Association of Young Entrepreneurs of our State (AJE Bahia).

In 2014 I decided to leave Brazil. My own timeline carries a note next to that decision: whenever really possible.

Porto, 2015, on a scholarship. Then cancer. Surgery was scheduled for the 10th of January; they operated on the 6th, because I wasn't going to make the 10th. Survived. Back at work by May. A Big 4 desk by August.

Whenever really possible turned out to mean: after. My mother and grandmother were sick, and I had promised to be there until the end. So I stayed, and took the jobs that let me keep the promise. My grandmother passed at the end of June 2017. My mother at the end of August. I was in Moscow by September.

A master's there, with honors. Germany in 2020 through travel hospitality, IoT, then automotive: Continental, BMW. In 2025 the contracts ended the way contracts end, and I moved to Cyprus to build my own thing. Again.

Twelve years, three continents, and every room had the same face in it. People agreed in the meeting and told the truth in the corridor. The answers were always sharper than anything in the retrospectives. So that became the job: getting those answers back into the room where the decisions were made.

Worked at & with

BMW Group·Continental·ALTEN·Deloitte·Stone Co.·Eeins·Sensorberg·Areas·BMW Group·Continental·ALTEN·Deloitte·Stone Co.·Eeins·Sensorberg·Areas·

On the record

01 / 04  Case logs
Alter Solutions · Automotive2022–2024
As a sparring partner, he struck a great balance between empathy and constructive challenge.

Always ready to listen, support, and push my thinking further. That dynamic helped our teams move towards meaningful, lasting improvements.

Mitja JelenAgile Coach & Team Lead, Alter Solutions Deutschland
BMW Group · Munich2024–2025
Extensive experience, expertise, and the assertiveness to advise, coach, and support organizations, teams, and individuals in improving themselves.

Thank you Filipe for your humbleness, your openness, frankness, professionalism and human kindness I have been honoured to experience in the last year.

Kim AiyejuCorporate Culture Transformation, BMW Group
BMW Group · Munich2025
He not only explains principles with clarity, but demonstrates how they can be applied effectively in real-work scenarios.
Uli KellermannChange Consultant, BMW Group
Stone Pagamentos · Brazil2017
Even in delicate situations he faced, he tried to do his best, and did — leaving open doors in the company and with me.
Ricardo De La VegaPeople & Performance Manager, Stone Pagamentos

Where the work happens

Here,on this page, I think out loud. When it turns into working on projects for customers, structuring their organization, strategy or checking why their delivery isn't flowing, then BoloDeCoco can handle that. It scopes it, signs it, does it.
I'll either do it or supervise it from there. 

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