May Mor

May spent her first decade in tech, in fintech, digital banking and adtech, as a developer and product manager. She helped build a digital bank from scratch, as product manager and rule-engine developer, and built the onboarding program as R&D grew from 30 to 150. The structured-systems mind came from there. Decisions under uncertainty, models that have to hold under stress, frameworks that survive contact with reality.

In 2022, poker became serious. Not as a career move - as a way to stress-test what she'd learned about decision-making in environments where the stakes are real and the variance is brutal. Within a year she saw the gap: online players have used hand trackers for 20 years, but at a live table there is no fast way to log a hand during play and get coaching from it. So she built one. Identity-First Poker Coach was born from her own need to find her own leaks.

Logging her own live tournaments, May started seeing what most players can't see - the quiet patterns under the dramatic hands, the identity-driven leaks beneath the strategic ones. The WSOP Circuit Ring win came from applying her own methodology to herself first.

The coaching practice emerged organically. Other players wanted what May had been doing on herself. She structured it into a 5-session framework - identity-first, goal-focused, productized. Now she coaches players worldwide, builds the app that powers her practice, and continues to play competitively herself. The three roles aren't separate. They're the same person, reinforcing each other in a loop.