Coach Logic
Coach Logic is an Edinburgh-based SaaS company that builds AI-powered video analysis tools (notably its SAM model) for sports coaches and federations, enabling automated tagging of coaching behaviours and evidence-based coach development across 250+ organisations in 30 countries.
- Company typePrivate
- Founded2014
- HeadquartersEdinburgh, United Kingdom
- Headcount11–50
- GTM typeB2B and B2C
- OfferingSoftware
What Coach Logic does
Coach Logic (legal entity CAM Solutions Ltd.) is an Edinburgh-headquartered software company that builds AI-powered video analysis and coach development tools for the sports industry. Its flagship product, SAM (Session Analysis Model), processes uploaded session videos to automatically transcribe audio, tag coaching behaviours (Questioning, Instruction, Feedback, Relationships, Management), and produce timestamped, sentiment-annotated insights — turning a 40-minute session into objective feedback in approximately 20 minutes. A second product, Teams/Teams+, provides collaborative video analysis with the player at the centre of the review workflow, while a Consultancy service from the co-founders Andy Muir and Mark Cairns supports organisation-wide coach development programmes. The platform is delivered via a web SaaS application (coach-logic.com/app) and native iOS and Android apps, with self-serve registration and a free trial for Teams/Teams+.
Coach Logic monetises through subscription SaaS (SAM for coach development and Teams/Teams+ for video analysis, with monthly billing), supplemented by bespoke consultancy engagements with sports organisations. Its go-to-market is hybrid: PLG via self-serve web/mobile onboarding for individual coaches, combined with direct enterprise sales to sports governing bodies, national federations, professional clubs, and academic institutions. Named customers and partners include World Rugby, England Rugby, FIH (since 2016), Basketball Australia, Football Association of Ireland, Scottish Rugby, EuroHockey, SportScotland, and Dublin City University, spanning roughly 250 professional organisations and 40,000+ registered users across 30 countries with 4 million minutes of video processed.
Underlying technology is a proprietary multi-modal AI pipeline (video, audio, text) co-developed with Dublin City University's CoEx|Lab, focused on domain-specific behavioural tagging rather than general-purpose video analytics. The company is privately held, founded in the 2012–2014 window, operates with 11–50 employees, and has not disclosed a recent institutional funding round beyond an early 2015 Mercia Fund Managers investment.
Coach Logic firmographics
Firmographics- Name
- Coach Logic
- Legal name
- CAM Solutions Ltd.
- Website
- https://coach-logic.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Coach Logic is an Edinburgh-based SaaS company that builds AI-powered video analysis tools (notably its SAM model) for sports coaches and federations, enabling automated tagging of coaching behaviours and evidence-based coach development across 250+ organisations in 30 countries.
- Ownership category
- akta.pro rank
Coach Logic industry classification
Industry- Product category
- Sports Coaching Software
- NAICS
- Sports and Recreation Instruction (61162), Professional and Management Development Training (61143)
- SIC
- Services-Allied To Motion Picture Production (7819)
- akta.pro primary industry
- Performance Analysis & Video Coaching (HSADAEAG)
- akta.pro secondary industry
- Coach Education, Certification & Clinics (HSADAEAO)
Keywords
Where Coach Logic is headquartered
LocationHeadquarters
- HQ city
- Edinburgh
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Coach Logic business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription SaaS (SAM - Coach Development): Recurring subscription revenue from organizations licensing SAM for coach development programs. Pricing is subscription-based with monthly billing and a minimum one-month contract period, automatically renewing monthly until cancellation. Membership fees apply for premium features as detailed on the pricing page.
- Subscription SaaS (Teams/Teams+ - Video Analysis): Separate subscription tier for Teams/Teams+ video analysis platform, providing collaborative player-centered video analysis capabilities. Follows the same subscription billing model as SAM.
- Consultancy Services: Targeted consultancy services offered by Coach Logic founders for organizations seeking personalized coaching workforce development support. Offered as a distinct service tier alongside the SaaS platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | SAM (Coach Development) - Subscription tier |
| Freemium | Monthly | Teams/Teams+ (Video Analysis) - Free trial + Subscription |
| Other | Monthly | Consultancy Services |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Coach Logic product offering
Product offeringCore offering
Coach Logic provides an AI-powered video analysis and coach development platform for sports organizations. Its flagship product SAM (Session Analysis Model) automatically analyzes coaching session videos to tag behaviors such as instruction, questioning, feedback, and relationship dynamics, producing timestamped, objective insights for coach development. The platform also includes Teams/Teams+ for collaborative player-centered video review and offers consultancy services delivered by the founders to sports organizations.
Product overview
Coach Logic offers a platform with two core products and a consultancy service. The primary offering is SAM (Session Analysis Model), an AI-powered coach observation tool that analyzes coaching session videos and automatically tags behaviors, generating timestamped clips and insights for evidence-based coach development. Teams/Teams+ provides collaborative video analysis capabilities for player-centered performance review. The Consultancy service extends the offering with advisory support from company founders. All solutions are delivered via web and mobile applications (iOS and Android).
Differentiator
Problem solved
Functional benefit
Products and services
- SAM (Session Analysis Model)
Quantifiable outcome
- 40,000+ registered users and 250+ professional organisations using the platform
- +3 more outcomes
Companies that use Coach Logic
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles4 records
Coach Logic technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability6 records
Feature5 records
Coach Logic partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and flagship.
- Dublin City UniversitycoreDublin City University has partnered with Coach Logic to support the development of SAM, combining applied coaching expertise with machine learning technology. DCU Assistant Professor Jamie Taylor serves as Co-Lead of CoEx|Lab and has helped shape the solution with the ability to influence future evidence-informed coaching practice. The partnership involves academic research collaboration on coaching observation and reflective practice.
- World RugbyflagshipWorld Rugby is an official partner of Coach Logic, with their logo featured prominently on the homepage. The partnership enables Coach Logic to offer AI-powered coach observation to World Rugby's global network of member nations and coaching programmes.
- Fédération Internationale de Hockey (FIH)flagshipFIH has worked with Coach Logic since 2016 to support the FIH Academy in developing coaches and match officials worldwide. The platform enables meaningful reflection through video, helping scale high-quality coach development globally. SAM's introduction is expected to reach and support even more coaches across the sport.
- Basketball AustraliaflagshipBasketball Australia is integrating Coach Logic's AI-powered SAM tool into its new Coach Development Framework, enabling coaches to upload session videos for AI analysis and receive structured insights for evidence-based reflection and development. The tool supports scalable, consistent coach feedback across all levels from community to performance pathways.
- Football Association of Ireland (FAI)coreFAI is using Coach Logic's SAM to redefine coach development across Irish football. The platform provides evidence-based feedback for coaches at all levels.
- Rugby EuropecoreRugby Europe is utilizing SAM for coach development across European rugby member nations. Case study partner demonstrating platform deployment at continental federation level.
- England RugbyflagshipEngland Rugby works with Coach Logic for coach development initiatives. Director of Game Development John Lawn praised the team's enthusiasm and drive in supporting coaching objectives.
- Scottish RugbycoreScottish Rugby is a partner organisation using Coach Logic's platform for coach development across Scottish rugby.
- EuroHockeycoreEuroHockey is a partner organisation using Coach Logic's platform for coach development across European hockey.
- SportScotlandcoreSportScotland is a partner organisation using Coach Logic's platform for sports coach development in Scotland.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Coach Logic competitors and assessment
Company assessmentDirect peers
- Hudl: Hudl is the dominant sports video analysis platform, serving clubs, schools, and governing bodies worldwide. It overlaps directly with Coach Logic's Teams/Teams+ offering and increasingly competes in the AI-assisted analysis space Coach Logic has targeted with SAM.
- Veo Technologies: Veo provides AI-powered automated sports video capture and analysis, including its own computer-vision models for tagging match events. It is a direct rival in applying AI to remove manual work from sports video analysis at the team and club level.
- Spiideo: Spiideo offers AI-driven sports video analysis and live-streaming tools used by clubs, federations, and leagues. Its automated capture and tagging overlap with both Teams/Teams+ and elements of Coach Logic's SAM behavioral-analysis thesis.
- KinaTrax: KinaTrax provides markerless motion-capture and biomechanical video analysis for professional sports. It overlaps with Coach Logic's use of video for objective coaching insight, particularly in elite team environments.
- Nacsport: Nacsport is a sports video analysis tool used by coaches to tag and review match footage. It competes with Coach Logic's Teams/Teams+ in collaborative video analysis workflows, particularly at the club and federation level.
- Coachbetter: Coachbetter is a coaching management and development platform used by clubs and federations. It targets a similar buyer (head coaches and coaching directors) with workflow and development tools adjacent to SAM's coach-development focus.
Broad incumbents
- Catapult Sports: Catapult is a broader elite-performance analytics incumbent combining wearable GPS tracking, video, and athlete monitoring. It serves many of the same professional clubs and federations Coach Logic targets but operates a wider, more hardware-anchored portfolio.
- Genius Sports: Genius Sports is a sports data and technology incumbent serving leagues, federations, and media partners globally. While its core focus is data, betting, and officiating rather than coaching, it overlaps with Coach Logic's federation-tier relationships and adjacent video/data services.
Emerging players
- Trace (Trace Inc.): Trace offers AI-powered sports video capture and highlight tools for youth and amateur teams. It overlaps with Coach Logic's grassroots community segment but focuses more on player/parent highlights than coach development.
- Sideline Sports: Sideline is a coaching collaboration platform for sharing video, notes, and playbooks across teams. It addresses the same collaborative video review use case as Coach Logic's Teams/Teams+ product at the youth and high-school level.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Coach Logic social profiles
Digital presenceCoach Logic compliance and trust
Trust signalCompliance3 records
Coach Logic financial estimates
Financial estimateRevenue estimate
Valuation estimate
Coach Logic leadership team
Management profileNumber of profiles
Profiles2 records
Coach Logic funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Coach Logic 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 Coach Logic
What does Coach Logic do?
Coach Logic provides an AI-powered video analysis and coach development platform for sports organizations. Its flagship product SAM (Session Analysis Model) automatically analyzes coaching session videos to tag behaviors such as instruction, questioning, feedback, and relationship dynamics, producing timestamped, objective insights for coach development. The platform also includes Teams/Teams+ for collaborative player-centered video review and offers consultancy services delivered by the founders to sports organizations.
Is Coach Logic a public or private company?
Coach Logic is a private company. It is classified as venture growth investor backed and is currently operating.
When was Coach Logic founded?
Coach Logic was founded in 2014. It employs 11 to 50 people.
Where is Coach Logic based?
Coach Logic is headquartered in Edinburgh, United Kingdom, in the Europe region.
How does Coach Logic make money?
Three revenue lines are on record. Subscription SaaS (SAM - Coach Development) is the primary driver. The others are subscription SaaS (Teams/Teams+ - Video Analysis) and consultancy Services.
Who are Coach Logic's main competitors?
Direct peers on record are Hudl, Veo Technologies, Spiideo, KinaTrax, Nacsport and Coachbetter. Broad incumbents are Catapult Sports and Genius Sports. Emerging players are Trace (Trace Inc.) and Sideline Sports.
Does Coach Logic have an API?
No public API is recorded for Coach Logic.
What industry is Coach Logic in?
Coach Logic's product category is Sports Coaching Software. Its primary akta.pro industry code is HSADAEAG, Performance Analysis & Video Coaching, with a secondary code of HSADAEAO, Coach Education, Certification & Clinics. Its NAICS code is 61162 and its SIC code is 7819.