About
Coach Logic is a comprehensive coach development and video analysis platform built for sports organisations, national governing bodies, and professional teams. Its flagship AI product, SAM (Sports Analysis Module), uses machine learning and video-based insights to deliver objective, evidence-led feedback to coaches — helping organisations scale coach development without sacrificing quality or personalisation. SAM enables coach educators and performance directors to observe coaching sessions remotely, generate structured feedback, and encourage reflective practice through guided observations and behaviour analysis. It shortens the feedback loop, making development timelier and more impactful. The Teams and Teams+ offerings provide collaborative video analysis tools that place players at the centre of the analysis process, making post-match and training reviews more engaging and actionable. Coach Logic also offers targeted consultancy services led by its founders, helping organisations unlock the full potential of their coaching workforce through tailored development programmes. Trusted by elite organisations including England Rugby, Basketball Australia, the Football Association of Ireland, and the FIH Academy, Coach Logic has processed over 4 million minutes of video across more than 40,000 registered users. It is built in partnership with Dublin City University and leverages applied coaching expertise alongside cutting-edge machine learning to push the boundaries of evidence-informed coaching practice.
Key Features
- SAM – AI Coach Observation: SAM uses machine learning to analyse coaching sessions via video, delivering objective, behaviour-based insights and structured feedback to coaches at scale.
- Collaborative Video Analysis (Teams/Teams+): A video analysis platform that puts players at the centre of the review process, enabling coaches and athletes to collaborate on performance analysis.
- Evidence-Led Feedback: All feedback is rooted in real coaching practice and observable behaviours, making development more credible, timely, and actionable.
- Guided Reflective Practice: SAM encourages reflective practice by surfacing meaningful, objective observations that prompt coaches to critically evaluate their own behaviours.
- Scalable Coach Development: Organisations can develop coaches across large networks without proportional increases in time or resource, using AI to streamline observations and reporting.
Use Cases
- National governing bodies using SAM to observe and develop coaches across large regional networks without needing to be physically present at every session.
- Professional sports clubs using Teams/Teams+ to involve players directly in post-match video analysis, improving tactical understanding and team engagement.
- Coach education programmes at universities or academies using AI-generated observational data to provide structured, evidence-based feedback to coaching students.
- Performance directors tracking coaching behaviour trends over time to identify development priorities and measure the impact of coach education interventions.
- International sports federations scaling high-quality coach development globally by replacing or supplementing in-person observations with AI-powered video review.
Pros
- Proven at Elite Level: Adopted by leading sports bodies including England Rugby, Basketball Australia, FAI, and FIH — demonstrating credibility and real-world effectiveness.
- Objective, Data-Driven Insights: SAM removes subjectivity from coach observation by grounding feedback in verifiable, video-based behavioural data.
- Scales Coach Development Efficiently: Organisations can observe and support many more coaches simultaneously, reducing the time burden on coach educators without compromising quality.
- Academic Partnership: Built in collaboration with Dublin City University, ensuring the platform is grounded in coaching science and machine learning research.
Cons
- Niche Audience: The platform is purpose-built for sports organisations and coach developers — it is not a general-purpose coaching or e-learning tool.
- Demo-Required Onboarding: The primary route to access SAM requires requesting a demo, which may slow adoption for smaller organisations expecting instant self-serve access.
- Limited Transparent Pricing: Pricing details are not publicly listed, which can make it difficult for smaller clubs or organisations to assess affordability upfront.
Frequently Asked Questions
What is SAM?
SAM (Sports Analysis Module) is Coach Logic's AI-enabled coach observation product. It uses machine learning and video analysis to provide objective, evidence-led feedback on coaching behaviours, helping sports organisations develop coaches more efficiently and at scale.
Who is Coach Logic designed for?
Coach Logic is designed for sports organisations, national governing bodies, professional teams, and coach education programmes that want to develop coaches systematically using technology and data-driven insights.
What is the difference between SAM and Teams/Teams+?
SAM is focused on AI-powered coach observation and development, while Teams and Teams+ are collaborative video analysis tools aimed at player-centred performance review and tactical analysis.
Can I try Coach Logic before committing?
Yes — Coach Logic offers a free trial for the Teams/Teams+ video analysis product. For SAM, you can request a demo to explore how it fits your organisation's coach development needs.
How does Coach Logic help with reflective practice?
SAM surfaces objective observations from coaching sessions and uses guided reflection prompts to encourage coaches to critically evaluate their own behaviours, helping them develop self-awareness and drive meaningful behaviour change.
