Rookie Me

What Rookie Me does

Rookie Me is an Australian sports technology company founded in 2012 by CEO Adham "Adzee" Dimachki, operating an eight-product ecosystem centered on Australian rules football and adjacent sports including basketball, rugby, and multi-sport community competitions. The platform comprises Academy (age-specific athlete development programs), Coach (curriculum and training resource platform hosting the official AFL coaching curriculum), Connect (team management mobile app for community sport), Play (game-day scoring and statistics), Testing (accredited athletic performance testing events with the Physical Performance Ratings benchmarking algorithm), Testing Portal (athlete results management), Central (sports news and media platform acquired via Draft Central in 2018), and Hub (web-based backend unifying the product set). Underlying technology is cloud-based on AWS infrastructure in Sydney with native iOS and Android apps distributed through app stores and a web platform for organizational management.

The company serves a diverse customer base spanning individual athletes, community teams (1000+ teams on the Interchanger-acquired platform), 11 AFL clubs, 30+ state league clubs, NBL, NBA/FIBA, New Zealand Rugby, leagues, schools, and coaches (accredited through AFL's Coach.AFL SSO). Revenue is generated through tiered SaaS subscriptions (Lite/Basic/Advanced/Expert plans for Play and related products at AUD price points), paid in-person academy programs and camps, performance testing event fees, customized Club Academy engagements, and enterprise licensing with sporting organizations. Distribution operates through a hybrid motion combining product-led self-serve onboarding, event-driven combines and talent identification days, and enterprise field sales to leagues and clubs. Rookie Me holds two flagship official AFL designations — Talent Identification Partner since 2014 and Coaching Technology Partner since 2019 — providing institutional credibility at the top of the Australian rules football pyramid. The company is founder-owned with no disclosed venture capital or private equity investment.

Name

Rookie Me

Legal name

Rookie Me Enterprise Pty Ltd

Website

https://rookieme.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Rookie Me is an Australian sports technology company operating an eight-product ecosystem — including performance testing, team management, coaching curriculum, and academy programs — serving athletes, coaches, clubs, and leagues across AFL, basketball, rugby, and community sports. Founded in 2012, it holds official AFL Talent ID and Coaching Technology designations.

Ownership category

akta.pro rank

Product category

Sports Technology Platform

NAICS

Sports and Recreation Instruction (611620), Sports and Recreation Instruction (61162), Fitness and Recreational Sports Centers (71394)

SIC

Services-Educational Services (8200), Services-Computer Programming Services (7371)

akta.pro primary industry

Youth Athlete Development & Long-Term Athlete Development (LTAD) (HSADAEAE)

Keywords

• Sports technology platform
• Athlete performance testing
• Team management software
• Coaching development tools
• Youth sports programs

Headquarters

HQ city

Lysterfield

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Software Subscriptions: Subscription-based SaaS model with tiered plans (Lite, Basic, Advanced, Expert) for Play, Hub, and Connect products. Higher tiers unlock advanced features like custom formations, injury tracking, and comprehensive stats dashboards.
2. Academy Programs: In-person academy programs, camps, and coaching sessions for athletes including Youth and Senior pathways for boys and girls, run as paid enrollment events.
3. Performance Testing Events: Paid athletic testing events and combines for talent identification, generating revenue from athletes, clubs, and leagues seeking performance verification.
4. Club Academy Custom Programs: Customized academy programs tailored for club needs, providing bespoke training solutions for sporting organizations.
5. Enterprise Licensing: Licensing agreements with sporting organizations and leagues for platform access, white-label solutions, and API integrations with third-party systems.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Rookie Me provides an integrated sports technology ecosystem for the sporting community, delivering multiple software products including Academy (athlete development programs), Testing (performance testing events with verified metrics), Play (game-day statistics and scoring), Connect (team management app), Coach (coaching platform with AFL curriculum), Hub (backend management for organizations), and Central (sports news and content). The company also runs in-person academy programs and custom club academy offerings for grassroots through elite-level athletes, primarily in Australian rules football and basketball.

Product overview

Rookie Me offers a multi-product sports technology platform focused on Australian rules football and broader community sports. The ecosystem comprises eight core products: Academy (age-specific football development programs), Coach (coaching resources and curriculum), Connect (team management and communication app), Central (sports media and news), Play (game-day management and statistics), Testing (athletic performance testing), plus Hub as the web-based backend platform connecting all products. Additional offerings include Testing Portal for athlete result management, Training Programs library, and Club Academy for customized club programs. The platform serves multiple sports including Australian Rules Football, basketball, soccer, and athletics, with organizations ranging from community teams to elite leagues (AFL, NBL, NBA/FIBA). The Hub platform serves as the integrated backend, while individual products serve specific user segments (coaches, players, teams, recruiters, fans) across the sporting community.

Differentiator

Problem solved

Functional benefit

Brands

• Academy: Australian rules football programs for males and females
• Club Academy
• Central
• Coach
• Connect
• Hub
• Play
• Testing
• Testing Portal
• Training Programs

Products and services

• Academy Australian rules football programs for males and females providing age-specific athlete development pathways. Youth Boys/Girls Pathway covers athletes born 2012-2014; Senior Boys/Girls Pathway covers 2008-2011. Programs are delivered as paid in-person sessions covering skill development, game understanding, and physical preparation for grassroots through elite-track athletes.
• Testing Performance testing events delivering unbiased and uniform verified data across multiple athletic metrics by accredited personnel. Includes Physical Performance Ratings (PPR) normalized for age, gender, and position benchmarks. Services are delivered as paid testing combines used for talent identification by AFL, AFLW, NBL, NAB League, NBA/FIBA Basketball Without Borders, New Zealand Rugby, and AFL club academies.
• Play

Quantifiable outcome

• Over 10,000 young athletes have participated in academy programs through DraftStar Academy
• +1 more outcomes

Named customers13 records

Segments7 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature8 records

Partnerships

13 partnerships are on record, tiered core, flagship and minor.

• NBL Next GencoreStrategic or Co-development Partner · 1 January 2018Conducted athletic performance testing for National Basketball League (NBL) Next Gen Camp, hosting best young talent from around the world in front of NBL coaches and scouts.
• NBA/FIBA Basketball Without BorderscoreStrategic or Co-development Partner · 1 January 2016Conducted athletic testing for top young basketball players from 17 countries as part of NBA/FIBA Basketball Without Borders program.
• NAB LeaguecoreStrategic or Co-development Partner · 1 January 2015Conducted the athletic combine for the leading under-18 Australian rules football representative competition (formerly TAC Cup). Played significant role in recruitment and development of players to AFL, AFLW, VFL, and VFLW clubs.
• Richmond Football Club (Bachar Houli Academy)coreStrategic or Co-development Partner · 1 January 2015Testing body for AFL multicultural programs including The Bachar Houli Academy affiliated with Richmond Football Club.
• Essendon Football Club (Adam Saad Academy)coreStrategic or Co-development Partner · 1 January 2015Testing body for AFL multicultural programs including The Adam Saad Academy affiliated with Essendon Football Club.
• AFLflagshipStrategic or Co-development Partner · 1 January 2014Official Talent Identification Partner of the AFL since 2014, supporting talent identification and game development through performance testing. Also established as Official Coaching Technology Partner in 2019, hosting official AFL coaching curriculum on RM Coach platform accessible to all AFL-accredited coaches worldwide.
• New Zealand RugbyminorStrategic or Co-development PartnerPartner organization for performance testing and sports technology solutions.
• AWS (Amazon Web Services)coreTechnology or IntegrationCloud infrastructure provider. Rookie Me uses AWS servers located in Sydney for data hosting.
• StripecoreTechnology or IntegrationPayment processing partner. Stripe handles payment processing with banking information passed to Rookie Me. Rookie Me receives only order fulfillment and subscription details.
• Apple App StorecoreChannel Partner/ Reseller/ DistributoriOS app distribution platform for Rookie Me Connect mobile application.
• Google Play StorecoreChannel Partner/ Reseller/ DistributorAndroid app distribution platform for Rookie Me Connect mobile application.
• Collingwood Football ClubminorStrategic or Co-development PartnerPilot RM Testing event conducted at Collingwood Football Club where athletes were shown demonstration of how their results can be utilized on RM Connect profile.
• The Pendlebury BrothersminorStrategic or Co-development PartnerPartnership with AFL players for skill development offerings, providing exclusive one-on-one or small group face-to-face personalized training sessions.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Sportlyzer: Sportlyzer is a club management platform for sports organisations, primarily serving European markets. Functionally comparable to Rookie Me Hub/Connect but operating in a different geographic footprint.

Direct peers

• Hudl: Hudl is a leading sports video analysis and team management platform widely used across elite and grassroots sport. Directly comparable to Rookie Me's Play (game-day stats) and Connect (team management) products and competes for the same coaching and club segment.
• TeamSnap: TeamSnap is a team and league management platform for youth and community sports. Directly overlaps with Rookie Me Connect and Play in scheduling, comms and member management for community sport.
• GameChanger: GameChanger offers live game streaming, scoring and team management apps for amateur and youth sports. Comparable to Rookie Me Play in game-day stats and to Connect in club-level team administration.
• SportsEngine: SportsEngine (an NBC Sports Next business) provides league, club and team management software across multiple youth sports. Comparable to Rookie Me Hub/Connect for sporting organisations and association-level administration.
• PlayMetrics: PlayMetrics is a club and league management platform focused on youth sports organisations. Directly comparable to Rookie Me Hub and Connect in serving clubs, admins and parents with member and event management.

Broad incumbents

• Catapult Sports: Catapult provides athlete performance monitoring and analytics hardware/software to professional teams. Comparable to Rookie Me's Testing and Physical Performance Ratings in the elite athlete benchmarking layer, with broader sport coverage.
• Stats Perform: Stats Perform provides sports data, AI-powered analytics and content to leagues, media and betting operators. Adjacent to Rookie Me's Central media platform and Testing data products, though at a much larger scale and breadth.

Emerging players

• Veo Technologies: Veo provides AI-powered sports video capture and analysis tools for amateur clubs. Comparable to Rookie Me Play in tech-enabled game-day capture, with a stronger hardware-led model.
• AthleteMonitoring: AthleteMonitoring provides athlete wellness, readiness and performance tracking tools to coaches and sports organisations. Adjacent to Rookie Me Testing and Physical Performance Ratings at the analytics/data layer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/rookieme
• YouTubeyoutube.com/channel/UCRN1wW6CiXj5qeBVwy5wCoA
• Facebookfacebook.com/rookieme
• LinkedInlinkedin.com/company/rookieme
• Instagraminstagram.com/rookieme
• TikToktiktok.com/@rookieme

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rookie Me