Physically Educated
Everyone deserves a place on the starting line.
We partner with brands and organizations, designing campaigns and strategies that harness sport as a force for change. We also coach individuals and athletes on their fitness journeys, creating pathways for them to grow through movement and sport. Across every level, we create space for everyone to move, grow, and stand out.
We’ve worked on projects, both independently and as part of larger teams, for brands and events including:
Physically Educated is the consulting and coaching practice of Shai Goodman.
She blends athlete development, inclusive coaching, and values-led marketing to build experiences that challenge and expand traditional sport culture. She is a competitive endurance athlete, holds an MA in The Cultural Studies of Sport and Education from UC Berkeley, is a Certified Personal Trainer through the National Academy of Sports Medicine and a certified Strength and Conditioning Coach through the ISSA (International Sports Sciences Association).
We believe that athletics is for everyone.
Physically Educated is dedicated to transforming sport into a space where inclusion and intentionality are at the core. We believe athletics has the power to create lasting impact—on individuals, communities, and culture when it is approached with care and purpose.
What clients are saying:
“The consideration and care that Shai has put into her movement ethos comes through so clearly in her work—her deeply-held values of inclusion, accessibility, and achievability have yielded real results. In practice, this looks like Shai truly meeting you wherever you are at, listening intently to your needs, and creating a doable plan that reflects your goals back to you. Like the teammate she's been for many years, she's right there with you as you go through your plan, making adjustments, cheering you on, or advocating for a rest day. Movement for me now feels like an all-around light and sunny place, and that is truly thanks to Shai!”
— Lily G
“Shai has been instrumental in getting our surf programming up and running. Not only is Shai great at taking direction but is a self starter who has gone above and beyond. Her dedication to our project, shows her work ethic and capacity to not only work independently but with a team to achieve a common goal. Shai’s attention to detail and open communication skills make her a front runner for working with us again in the future.”
— Jaime G
I have enjoyed Shai’s coaching style, she is so warm, welcoming, and inclusive of everyone’s health and fitness/running journey! I have learned to embrace my struggles as indicators of what I can do to improve. I struggled with pace and stride and realized through my sessions with Shai that my concerns were universal to many runners, and to be ok with it!
The biggest takeaway I have is actually seeing myself as a runner and recognizing that where I am going and what I have done for myself should not be discounted. Shai provides so much insightful feedback and tips for new runners like me who are getting out there and feeling confident about our abilities. I feel confident crossing another finish line after my coaching sessions with Shai!
— Anne Rose D
Working with Shai has made a huge impact on me both personally and professionally. Shai helped me grow confidence as a business owner, especially in speaking to others about my business and in marketing it. She pushed me out of my comfort zone and supported me through our work together.
Through working with Shai, I was able to make deeper connections with people in my industry, communicate more effectively within my business and understand marketing and networking on a deeper level. I will continue to use the skills Shai taught me and look forward to working with her again.
— Kara S