PHE-COACH is a system to personalize content within the health e-coaching system. This system aims to provide supporting tools for health professionals during their intervention process based on users' information on personal data. A developed prototype knowledge-based health e-coaching system demonstrates the suitability of the technology and to prove the system's validity and acceptance by the user. A "proof-of-concept" prototype, PHE-COACH, which confirmed the feasibility of the proposed knowledge-based approach is powered primarily by human knowledge collected from a health expert or health coach to form the knowledge base. The knowledge-based system consists of representative rules to reflect potential factors that affect selecting suitable health e-coaching strategies and goals. The prototype, PHE-COACH, utilizes multiple knowledge rules to determine suitable health e-coaching strategies and goals of the individuals.