Coachbetter
Coachbetter is a Zurich-based SaaS platform providing an all-in-one mobile and web app for football coaches, clubs, academies, and federations, combining training planning, team management, video analysis, payments, and coach education into one operating system.
- Company typePrivate
- Founded2018
- HeadquartersZürich, Switzerland
- Headcount11–50
- GTM typeB2B and B2C
- OfferingSoftware
What Coachbetter does
Coachbetter is a Zurich-based, venture-backed SaaS company founded in October 2018 that builds an all-in-one digital platform for football coaching, team management and club administration. The platform combines a mobile coaching app (iOS and Android), a web application for clubs and federations, and an integrated player app, and is used by more than 10,000 coaches and thousands of clubs across the USA, UK, German-speaking markets, Australia and Lithuania. Core functionality includes a 700+ exercise training-planning library, team and matchday management, video analysis, integrated payment administration (coachbetterPay), performance and attendance tracking, and AI features in the form of an in-app AI assistant and a 24/7 WhatsApp AI chatbot. The product is extended by CityCoach by Manchester City, an exclusive co-branded content module that packages Manchester City's coaching methodology (40+ practices, 8 training packs and weekly masterclasses), and by paid UEFA A/B Licence and LFF D Licence coach-education courses delivered through the platform.
The business runs a hybrid GTM: a self-serve, freemium product-led funnel via app stores and app.coachbetter.com feeds three consumer subscription tiers (Base $6.99/month or $64.99/year, Plus $12.99/month or $119.99/year, Pro $159.99/year) plus the $59.99 CityCoach add-on, while an inside-sales overlay (BDRs and Club Solution Growth Leads in the USA and Australia) and direct enterprise sales convert clubs, academies and federations onto custom-quoted Club Solution contracts. The company monetizes federations and licensed coaches further through UEFA and LFF coaching-licence courses, and uses federations themselves as a quasi-channel partner to cascade the platform into thousands of member clubs; the DFB (German Football Association) holds a strategic equity stake and provides reach to 8M+ members and 24,000+ clubs. Investors and advisors include Brighteye Ventures, ZEN11Holding, TheVentureCity, 41group, aroundS, Swiss Founders Fund, John Gleasure (DAZN), Hansi Flick, Paul Lambert and Steven Nzonzi, and the company is led by co-founders Patrick Patzig (CEO) and Stefan Steuble (CTO) alongside COO Shelly Shrestha and Chief Football Officer Mark Sampson.
Coachbetter firmographics
Firmographics- Name
- Coachbetter
- Legal name
- Coach Better Ltd.
- Website
- https://coachbetter.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Coachbetter is a Zurich-based SaaS platform providing an all-in-one mobile and web app for football coaches, clubs, academies, and federations, combining training planning, team management, video analysis, payments, and coach education into one operating system.
- Ownership category
- akta.pro rank
Coachbetter industry classification
Industry- Product category
- Sports Coaching Software
- NAICS
- Sports and Recreation Instruction (61162), Sports and Recreation Instruction (611620)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Sport-Specific Skills Coaching (e.g., soccer, basketball, tennis) (HSADAEAA)
Keywords
Where Coachbetter is headquartered
LocationHeadquarters
- HQ city
- Zürich
- HQ country
- Switzerland
- HQ region
- Europe
Offices1 record
Markets served
Coachbetter business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure
Revenue model
- SaaS subscriptions — Coachbetter Base / Plus / Pro: Three-tier monthly and annual subscriptions targeting individual coaches. Base ($6.99/mo or $64.99/yr), Plus ($12.99/mo or $119.99/yr), Pro ($159.99/yr only) with feature gating around drills, knowledge content, video analysis and player surveys.
- CityCoach add-on: Optional premium add-on ($59.99) for Base and Plus subscribers that unlocks Manchester City methodology content; included in the Pro tier.
- Club / Academy / Federation Solution (B2B SaaS): Custom-tailored enterprise contracts for clubs, academies and federations covering onboarding, custom branding (own features, colors) and multi-team management — sold via direct sales contact rather than listed pricing.
- Coach Education / Licensing Courses: Paid coaching-licence courses (UEFA A Licence, UEFA B Licence, LFF D Licence El Paso 2026) delivered through the platform — a course-driven revenue stream on top of the core subscription.
- Free sign-up / Freemium entry point: Free signup flow at app.coachbetter.com that feeds the self-serve funnel into paid Base/Plus/Pro tiers and into enterprise Club Solution conversations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Coachbetter Base — entry-level plan for coaches starting out |
| Subscription | Monthly | Coachbetter Plus — for coaches who want to develop their skills |
| Subscription | Annual | Coachbetter Pro — annual-only top plan with CityCoach included |
| Other | Pay-as-you-go | CityCoach add-on |
| Other | Multi-year contract | Club Solution — custom enterprise quote |
Go-to-market motion4 records
Distribution channels6 records
Marketing channels10 records
Coachbetter product offering
Product offeringCore offering
Coachbetter is an all-in-one SaaS platform (mobile app and web application) for football (soccer) coaches, clubs, academies and federations. It combines training session planning with a 700+ exercise library, team and matchday management, video analysis, player performance tracking, integrated payment administration (coachbetter Pay), an AI assistant, and a WhatsApp AI chatbot. The platform is sold via self-serve consumer subscriptions (Base/Plus/Pro), a B2B Club Solution for clubs and federations, and add-on products such as CityCoach (co-branded with Manchester City) and UEFA-aligned coach education courses.
Differentiator
Problem solved
Functional benefit
Brands
- coachbetter Pay: Payment management module within the coachbetter platform for managing membership fees, one-time costs and training camp payments across clubs and academies.
- CityCoach by Manchester City
- Coachbetter FC
Products and services
- Coachbetter Platform All-in-one mobile and web SaaS platform that unifies training session planning, team and matchday management, video analysis, player statistics, communication, and payments for football coaches, clubs, academies, and federations. Used by more than 10,000 coaches worldwide.
- CityCoach by Manchester City Premium coaching-education add-on built with Manchester City that delivers 40+ expert practices, 8 game-ready training packs, articles and masterclasses. Available as a $59.99 add-on to Coachbetter Base and Plus subscriptions; included in the Coachbetter Pro plan.
- Club Solution (B2B Enterprise) Custom enterprise offering for football clubs, academies and federations (from grassroots to semi-professional) connecting teams, coaches, players, and back-office administration. Includes free onboarding and setup, branded customization, centralized administration, and is sold via direct sales contact.
- UEFA Coach Education Programs Digital coaching-education and licensing courses delivered through the Coachbetter platform, including UEFA A Licence, UEFA B Licence, and the Lithuanian Football Federation D Licence (El Paso 2026). Used by national and regional football federations to scale coach licensing and continuous education.
Quantifiable outcome
- +4 hours saved per week for the average coach
- +6 more outcomes
Companies that use Coachbetter
Customer profileNamed customers11 records
Segments4 records
Ideal customer profiles3 records
Coachbetter technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability2 records
Feature6 records
Coachbetter partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered minor, core and flagship.
- DAZN GroupminorSports media partner linked to coachbetter via Executive Vice Chairman John Gleasure's participation in the Seed-Plus round.
- Markus EggercoreDirector of Sport & Strategy at Aspire Academy (Qatar) and former General Manager of Red Bull Football Division, listed as a coachbetter advisor on the About page.
- Remo StaubliminorFormer Swiss professional footballer and Super League champion with FC Zurich, listed as a coachbetter advisor/entrepreneur on the About page.
- Mark SampsoncoreChief Football Officer at coachbetter, responsible for international growth; speaks the language of the coaches per the About page.
- Manchester City Football ClubflagshipStrategic content partner powering CityCoach: coachbetter packages Manchester City's coaching methodology — 40+ practices, 8 training packs, articles and masterclasses — into the app, updated weekly. Endorsed by Andy Smith, Head of Coaching Methodology.
- DFB (German Football Association)flagshipThe DFB took a strategic equity stake in coachbetter and is jointly expanding the digital infrastructure for grassroots football, leveraging its more than 8 million members and 24,000+ clubs.
- Apple App StorecoreDistribution and platform partner hosting the coachbetter iOS app (apps.apple.com/de/app/coachbetter/id1568995326).
- Google Play StorecoreDistribution and platform partner hosting the coachbetter Android app (play.google.com/store/apps/details?id=com.coachbetter.coachbetter).
- WhatsAppcorePlatform for coachbetter's AI-powered WhatsApp chatbot that provides 24/7 support to coaches on team management, training drills, formations, player injury and roster questions.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Coachbetter competitors and assessment
Company assessmentDirect peers
- Sportlyzer: SaaS platform for sports clubs and federations covering team management, training planning and coaching workflows. Most directly comparable to coachbetter on club/federation management scope, although multi-sport rather than football-specialized.
- Spond: Team and club management app widely used by amateur sports clubs, including football, for scheduling, communication and payments. Closest direct competitor in the grassroots coach-and-club SaaS layer.
- SportEasy: Club and team management application for amateur sports teams, including football. Comparable SMB/club target segment with self-serve onboarding and a similar feature set (scheduling, communication, payments).
- Heja: Mobile-first team management app targeting amateur coaches and clubs. Direct competitor in the individual-coach self-serve segment with similar freemium-to-paid conversion motion.
Broad incumbents
- TeamSnap: Incumbent team-management platform serving millions of users across many sports, including football. Comparable consumer-coach onboarding motion and freemium subscription tiers, with broader sport coverage and significantly more capital.
- Hudl: Sports video analysis and team management platform used by elite and grassroots football clubs globally. Overlaps with coachbetter on video analysis, team management and coach workflows, with a much larger installed base and parent Agile Sports Technologies backing.
- Stack Sports: Large sports technology platform offering club management, federation tools and digital infrastructure across multiple sports. Comparable federation-level GTM and feature scope, with deeper institutional sales resources.
Emerging players
- Veo Technologies: AI-powered football video analysis platform with an integrated camera product used by amateur and professional clubs. Adjacent to coachbetter's video analysis module but with a hardware/software differentiator and a strong football-native brand.
- Jersey Watch: Sports team and club management platform focused on youth sports organizations. Comparable grassroots club/federation use cases with a North-American geographic concentration.
Regional players
- Playtomic: Sports facility and club management platform dominant in padel and tennis but expanding into football club operations. Adjacent competitor for club-side payment and member management, primarily serving European markets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat7 records
Key risks6 records
Key highlights7 records
Customer concentration
Coachbetter social profiles
Digital presenceCoachbetter financial estimates
Financial estimateRevenue estimate
Valuation estimate
Coachbetter leadership team
Management profileNumber of profiles
Profiles7 records
Coachbetter funding detail
Funding detailFunding overview
Funding rounds7 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Coachbetter M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Coachbetter
What does Coachbetter do?
Coachbetter is an all-in-one SaaS platform (mobile app and web application) for football (soccer) coaches, clubs, academies and federations. It combines training session planning with a 700+ exercise library, team and matchday management, video analysis, player performance tracking, integrated payment administration (coachbetter Pay), an AI assistant, and a WhatsApp AI chatbot. The platform is sold via self-serve consumer subscriptions (Base/Plus/Pro), a B2B Club Solution for clubs and federations, and add-on products such as CityCoach (co-branded with Manchester City) and UEFA-aligned coach education courses.
Is Coachbetter a public or private company?
Coachbetter is a private company. It is classified as venture growth investor backed and is currently operating.
When was Coachbetter founded?
Coachbetter was founded in 2018. It employs 11 to 50 people.
Where is Coachbetter based?
Coachbetter is headquartered in Zürich, Switzerland, in the Europe region.
How does Coachbetter make money?
Five revenue lines are on record. SaaS subscriptions — Coachbetter Base / Plus / Pro is the primary driver. The others are cityCoach add-on, club / Academy / Federation Solution (B2B SaaS), coach Education / Licensing Courses and free sign-up / Freemium entry point.
Who are Coachbetter's main competitors?
Direct peers on record are Sportlyzer, Spond, SportEasy and Heja. Broad incumbents are TeamSnap, Hudl and Stack Sports. Emerging players are Veo Technologies and Jersey Watch. Playtomic is listed as a regional player.
Does Coachbetter have an API?
No public API is recorded for Coachbetter.
What industry is Coachbetter in?
Coachbetter's product category is Sports Coaching Software. Its primary akta.pro industry code is HSADAEAA, Sport-Specific Skills Coaching (e.g., soccer, basketball, tennis). Its NAICS code is 61162 and its SIC code is 8200.