Ammarah Sulaiman is a project manager at one of the largest New York hospitals and has over a decade of experience in biomedical technology, healthcare project management, and leadership coaching. And she specializes in medical equipment integration, hospital infrastructure development, and regulatory compliance. Pulse 2.0 interviewed Sulaiman to learn more about her expertise.
Ammarah Sulaiman’s Background
What is Ammarah Sulaiman’s background? Sulaiman said:
“I have a multi-cultural background founded on service, and leadership with over a decade of experience as a biomedical engineer and healthcare project manager, I am currently serving as a Project Manager for one of New York’s highest-ranked hospitals. At the same time, I’m pursuing my MBA online in an effort to cultivate my leadership and business skills further.”
“My passion for coaching is rooted in my growth process and experience with adversity. I formalized this journey by taking an ICF-approved coach training program and earning my Associate Certified Coach (ACC) credential in March 2025 from the International Coaching Federation.”
“As part of my commitment to building the next generation of leaders, I also volunteered as a Leadership Coach for Braven, coaching college students and recent graduates to develop confidence, determine career direction, and prepare for internships and career opportunities.”
“As the CEO of Phoenix Sunrise Coaching LLC, I aspire to create a supportive space in which individuals, and especially women and emerging leaders, can step up and lead with courage and authenticity.”
Formation Of The Company
How did the idea for the company come together? Sulaiman shared:
“Phoenix Sunrise Coaching LLC was born out of my own journey of resilience, actual life experience, and passion for empowering others through leadership coaching. I officially launched the business in December 2022, having been trained as a leadership coach and witnessing firsthand the life-changing impact it had on both me and those I coached.”
“As the sole founder, I felt I had to create a secure and uplifting environment, especially for women, career professionals, and newly graduated college students stepping into the unknown of professional avenues, internships, and leadership opportunities. My goal is to share insight, confidence, and expansion personally and professionally to enable them through these milestone transitional phases.”
Favorite Memory
What has been your favorite memory working for the company so far? Sulaiman reflected:
“My favorite memory so far has been the transformative moments I’ve witnessed in the lives of my clients. One very rewarding moment was when a young working mother I coached developed the confidence and clarity to go back to school while working, something she had been afraid to do. The moment she informed me that she felt stronger and able to reach her full potential was a reminder of why I started Phoenix Sunrise Coaching LLC. It’s empowering others amid adversity, finding their voice, and leading from a real place. Aha moments, big or small, always remind me of the power of coaching and encourage me to keep doing this work.”
Core Products
What are the company’s core products and features? Sulaiman explained:
“The primary business in Phoenix Sunrise Coaching LLC is individual leadership coaching designed to support individuals to get to their maximum potential and coach them through professional and life improvement. My packages include customized sessions of coaching individually tailored to achieving each client’s specific needs, e.g., leadership, clarity of career, confidence, and personal growth.”
“I also offer group coaching sessions, which are particularly beneficial to organizations or groups seeking to develop their leadership skills, improve communication, and foster team cohesiveness.”
“In addition, I offer financial awareness coaching, particularly for women clients and individuals experiencing life-changing moments such as divorce, loss, or career transitions. Through this assistance, I help clients to clarify, rebuild confidence, and chart a fulfilling future.”
“As the business continues to grow further, I will be adding more specialized programs, such as coaching packages for emerging leaders, professional women, and graduating career changers or moving into leadership roles for the first time.”
“And lastly, the vision of Phoenix Sunrise Coaching LLC is to provide life-changing experiences that allow people to live authentically, purposefully, and with clarity in all aspects of their lives.”
Challenges Faced
What challenges have Sulaiman and the team face in building the company? Sulaiman acknowledged:
“One of the biggest challenges, as a new entrepreneur, has been establishing name recognition and gaining the trust of potential clients. Since Phoenix Sunrise Coaching LLC is so new, it is difficult to stand out in a crowded coaching field, especially when operating as a solo entrepreneur.”
“In addressing this, I’ve focused on leveraging my personal experience, volunteer work, and new qualifications—I’ve just achieved Associate Certified Coach status with the International Coaching Federation—on building credibility. I also emphasize a strong dependence on word of mouth and personal referral, along with a high level of online presence through social networks and my company website.”
“One dilemma has been balancing my full-time work with the expectations of running a coaching practice. Time management became paramount, so I’ve created set schedules and focused on delivering a balance between professional, personal, and business demands. This has helped me maintain the level of service that I offer to my clients despite the added workload.”
“In the end, I believe these issues are opportunities for growth and education. With commitment, diligence, and focus on providing value to my clients, I’m positive that Phoenix Sunrise Coaching LLC will be successful.”
Evolution Of The Company’s Technology
How has the company’s technology evolved since its launch? Sulaiman noted:
“From the formation of Phoenix Sunrise Coaching LLC to date, technology has been core in helping me facilitate coaching services more efficiently and effectively reach clients. Initially, I relied on basic tools such as email and video conference programs like Zoom and Google Meet to hold coaching sessions.”
“As the business grew, I added project management software to streamline processes and ensure that I’m meeting client specifications while balancing my part-time job and coaching practice.”
“In the future, I plan to implement more advanced technologies, such as AI-based software for personalized coaching suggestions, launch a podcast, and possibly develop an online course to provide leadership coaching to more individuals.”
“Technology has played a crucial role in Phoenix Sunrise Coaching LLC’s growth, which has allowed me to provide quality services effectively and stay connected with clients wherever they are.”
Significant Milestones
What have been some of the company’s most significant milestones? Sulaiman cited:
“Since its formal launch in December 2022, Phoenix Sunrise Coaching LLC has realized several key milestones that have guided the growth and direction of the business:
— Official Launch (December 2022): The company launched with a definite mission of empowering individuals through leadership coaching. This launch initiated an effort of helping clients build confidence, clarity, and authenticity in their personal and professional lives.
— ICF ACC Certification (March 2025): Being awarded the Associate Certified Coach (ACC) status by the International Coaching Federation was a major milestone. Having this certification has boosted my reputation immensely as a coach and added huge value to the services I provide, generating trust and confidence in potential clients.
— Volunteer Coaching with Braven: Volunteering as a leadership coach with Braven was an achievement milestone, giving me invaluable experience in mentoring up-and-coming leaders, namely recent graduates and professionals. This has enriched my coaching practice and further established the foundations of Phoenix Sunrise Coaching LLC.
— Client Success and Growth Stories: My clients’ success and growth have been some of the most rewarding accomplishments. Witnessing clients make breakthroughs in career decisions, leadership confidence, and personal growth on a regular basis always reaffirms the value and effectiveness of the coaching services provided.
— Future Growth Plans: My plan is to expand Phoenix Sunrise Coaching LLC by launching a podcast and online courses, increasing access to leadership coaching and continuing to empower others to lead with confidence and purpose.”
Customer Success Stories
When asking Sulaiman about customer success stories, she highlighted:
“Among my clients was a new graduate who was in a dilemma between two widely different career choices. She was lost and had no idea which direction to proceed in. During our coaching sessions, we mapped her values, interests, and future goals. By helping her sort out what was most important to her, along with the potential consequences of each choice, she had the clarity and confidence to choose an option that was in alignment with both her personal and professional aspirations. She later let me know that making the decision lifted a huge burden from her shoulders and gave her a renewed sense of direction.”
Revenue
When asking Sulaiman about the company’s revenue details, she revealed:
“Because Phoenix Sunrise Coaching LLC is a new venture, there hasn’t been substantial income. The most important priority for me since becoming an entrepreneur has been to build experience, develop and build my coaching business, and serve back through volunteer and pro bono leadership coaching. These early efforts are positioning the stage for long-term building and long-term sustainability.”
Total Addressable Market
What total addressable market (TAM) size is the company pursuing? Sulaiman assessed:
“Right now, Phoenix Sunrise Coaching LLC is focused on a growing corner of the coaching world—supporting emerging leaders, women professionals, and recent graduates who are figuring out their next steps. While the overall coaching and personal development market is huge, I’m intentionally focusing on people who are in transition and looking for clarity and confidence. There’s a real demand here, and it continues to grow as more individuals seek to discover guidance in their own lives as well as their professional lives.”
Differentiation From The Competition
What differentiates the company from its competition? Sulaiman affirmed:
“What really sets Phoenix Sunrise Coaching LLC apart is the very personal, compassionate approach I take to every coaching session. This isn’t a company—this is a result of my own journey of resilience, reinvention, and leadership. I’ve walked the path many of my clients are on, whether it’s navigating career transition, juggling responsibilities as a working parent, or trying to lead with integrity in messy spaces.”
“I also specialize in mentoring underrepresented voices, including women and professionals of color, as well as recent graduates, in discovering clarity, confidence, and purpose. It’s not a one-size-fits-all; I tailor each session to meet clients where they are and help them rise in a way that feels authentic to them.”
Future Company Goals
What are some of the company’s future goals? Sulaiman emphasized:
“Among the major future goals of Phoenix Sunrise Coaching LLC are expanding services to reach more lives and enhancing the depth of coaching services. My vision is to start a series of podcasts on authentic leadership and personal transformation, develop online courses tailored specifically to emerging leaders and professionals, and eventually collaborate with organizations to provide leadership development programs.”
“In addition, my intention is to expand the business by adding more certified coaches to enhance our work while maintaining the personal, high-touch approach typical of Phoenix Sunrise.”
“Another key goal is to build a strong, supportive network, especially for women and graduates navigating career shifts, where individuals feel empowered to lead with confidence and clarity.”
“The second vital goal is the development of specialty coaching packages for women of financial empowerment and for those with major life transformations. I aspire to create realms where clients experience safety in discovering new purpose, restoring their lives, and embracing change with confidence and purpose.”
“These goals reflect my commitment to expanding access to and the success of leadership coaching and personal growth for different communities.”
Additional Thoughts
Any other topics you would like to discuss? Sulaiman concluded:
“Yes, I’d love to keep discussing how coaching can genuinely transform lives, both personally and organizationally. It’s been wonderful to witness more professionals investing in themselves, not necessarily to advance their careers, but to become more self-aware, confident, and authentic leaders. Coaching isn’t about problem-solving—it’s about enabling people to play to their strengths, achieve clarity, and lead with purpose. I’ve seen first-hand how those little paradigm shifts can compound into profound changes, and it’s absolutely rewarding to play a part in it.”
“One of the other topics I am eager to talk about is the growing need for inclusive and diverse leadership in today’s workplace. Working to support underrepresented voices, particularly women and emerging leaders, I believe there’s great worth in building environments where everyone has the opportunity to thrive and lead with confidence.”
