feeton

What feeton does

feeton, operated by the Dutch private limited company VTON BV and headquartered in Heerenveen, Friesland, is a subscription-based football training methodology platform serving amateur football clubs and their youth players aged 5 to 19. The platform centers on myfeeton, a centralized management environment in which age-specific curriculum (leerlijnen) and planning are embedded, and is delivered through five interconnected products: the feeton Coach offline training app for field and goalkeeper trainers, the feeton Play app that connects trainers and players with skill practice and a Vcoins reward mechanic, the feeton Training Ground app providing an extensive exercise library, the feeton Scout module for structured player observation and talent identification, and the myfeeton central hub. Together these components provide a club-wide curriculum, exercise library of 1,200+ unique exercises and 1,000+ age-specific sessions, and player development tracking.

The company monetizes via annual club subscriptions with flexible billing cadence (yearly, semi-annually, or quarterly, with annual prepayment required), priced by quotation rather than published list rates. Go-to-market is a field-manager direct-sales motion in the Netherlands, Germany, and the United States, supplemented by white-label and channel partnerships with professional football clubs (FC Groningen, SC Heerenveen, FC Twente/Heracles Academy, Sparta Rotterdam, Vitesse, Willem II, SV Meppen) who distribute feeton into their amateur partner networks. A national-federation deployment with the Arubaanse Voetbal Bond extends the platform to approximately 3,500 youth players on Aruba.

feeton is led by CEO Richard Elsinga, operates with a team of 13 employees, and reports 375+ club customers, 22,500 registered coaches, and 500,000 app downloads per year across iOS and Android. There is no disclosed institutional investment, parent company, or M&A activity; the entity is privately held and bootstrapped to date.

Name

feeton

Legal name

VTON BV

Website

https://feeton.eu

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

feeton is a Dutch subscription-based football training methodology platform that delivers an age-specific curriculum (ages 5–19), offline coach and player mobile apps, centralized planning via myfeeton, and a scouting module to amateur football clubs, supported by partnerships with professional clubs in the Netherlands, Germany, the US, and Aruba.

Ownership category

akta.pro rank

Product category

Football Coaching Software

NAICS

Sports and Recreation Instruction (61162), Sports and Recreation Instruction (611620)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Youth & Teen Personal Training (HSADAAAJ)

Keywords

• Youth football training
• Coaching methodology platform
• Sports curriculum software
• Football club subscriptions
• Player development apps

Headquarters

HQ city

Heerenveen

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription-based Club Licensing: feeton provides its platform and curriculum to football clubs via annual subscription agreements. The service agreement defaults to a 1-year term with automatic renewal unless terminated before May 1 of the current season. Payment can be made annually, semi-annually, or quarterly, with annual prepayment required. Clubs receive access to the full platform (myfeeton), all apps, and curriculum content.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

feeton provides a football training methodology platform consisting of mobile applications (feeton coach, feeton play, feeton training ground, feeton scout) and the central myfeeton management platform, delivering an age-specific curriculum for youth players aged 5 to 19. The company licenses the platform to amateur and professional football clubs via annual subscriptions, with field managers supporting onboarding across the Netherlands, Germany, and the United States.

Product overview

feeton is a football training platform with a curriculum for youth players aged 5 to 19 years old, designed to optimize football training sessions, increase quality, and provide convenience. The platform consists of multiple mobile applications: feeton coach (offline trainer app for field and goalkeeper trainers), feeton play (player app connecting trainers and players with skill practice and progress tracking), feeton training ground (exercise library app for personalized training design), and feeton scout (scouting platform for player evaluation and profiling). The core myfeeton platform serves as the central hub where curriculum and planning are managed, connecting all applications and ensuring consistency across the club. The platform is developed by VTON BV, headquartered in Heerenveen, Netherlands, serving 375+ clubs, 22,500 registered coaches, 1,200 unique training exercises, and 1,000+ age-specific training sessions with 500,000+ annual downloads.

Differentiator

Problem solved

Functional benefit

Products and services

• feeton coach Offline-capable mobile trainer application used by football coaches and goalkeeper coaches to plan, run, and optimize training sessions with age-specific exercises from the feeton curriculum.
• feeton play Mobile application for youth football players that connects them with trainers, lets players practice skills, track progress, and unlock rewards, while trainers monitor statistics such as attendance, goals, effort, and football actions.
• feeton training ground Mobile application providing access to an extensive library of training exercises, intended for experienced trainers who want to design their own training approach using the feeton content catalog.
• feeton scout Structured player observation and scouting platform where coaches and scouts evaluate players using the Live Scout App during training, matches, or scouting moments, consolidating all assessments into a single player profile.
• myfeeton Central web-based management platform that hosts the feeton age-specific curriculum and club planning, ensuring consistent training and player development across the entire club.

Quantifiable outcome

• 375+ clubs improve their youth programs with feeton
• +5 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• FC GroningencoreStrategic or Co-development PartnerFC Groningen and feeton share the goal of providing every child with an educational safe learning environment for enjoyable football skill development. The partnership aligns feeton's youth training methodology with FC Groningen's societal ambition to get everyone moving and provide equal youth football development opportunities across the region.
• SC HeerenveencoreStrategic or Co-development Partnerfeeton and SC Heerenveen share a joint objective to improve youth football in the Friesland region. Using the feeton method, young players receive the correct football skills at the right developmental stage.
• FC Twente/Heracles AcademycoreOEM/ Whitelabel/ Licensing PartnerFC Twente/Heracles Academy launched its own platform powered by feeton as part of its Regional Plan to elevate the overall football level in the region through knowledge sharing. Amateur clubs in the region gain access to a customized platform in the FC Twente/Heracles style.
• Sparta RotterdamcoreStrategic or Co-development Partnerfeeton helps Sparta Rotterdam answer an important support request from its partner clubs. The online platform is comprehensive enough for both beginner and experienced certified trainers. User-friendliness and additional features are of real added value for all partner clubs.
• VitessecoreOEM/ Whitelabel/ Licensing PartnerVitesse uses the feeton platform to provide its 66 amateur partner clubs with training content, curriculum, and a custom-made Vitesse learning path. The platform, styled in Vitesse branding, enables amateur clubs and youth trainers in the region to share knowledge and expertise, strengthening amateur football in East-Netherlands.
• Willem IIcoreStrategic or Co-development PartnerWillem II uses feeton to ensure structure at partner clubs, facilitating easier talent transition to their academy. The platform strengthens the development of both coaches and players.
• Arubaanse Voetbal Bond (AVB)coreStrategic or Co-development PartnerThe Aruba Football Association and feeton are working to reform football in Aruba. AVB provides the feeton platform to every club on the island, with a Technical Coordinator appointed per club to support coaches and embed the training vision. The feeton program is currently deployed for 3,500 Arubaan youth football players.
• JOIN(T) FORCESminorStrategic or Co-development PartnerThe Joint Forces warming-up program (focused on preventing knee injuries in youth aged 12-18, particularly ACL injuries) has been added to feeton's curriculum. The partnership aims to reduce injury rates through integrated warm-up training.
• Sport Service ZwolleminorChannel Partner/ Reseller/ DistributorSportService Zwolle partnered with feeton to provide a quality boost to the youth academies of Zwolle football clubs, using feeton's platform as the delivery mechanism.
• SV Meppen 1912minorStrategic or Co-development PartnerSV Meppen and feeton share the goal of elevating youth football in Emsland to a higher level. The partnership combines feeton's innovative training methods with SV Meppen's youth development center (NLZ) experience to offer young players the best development opportunities.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Others

• Homecourt: Homecourt uses AI-powered mobile video to provide basketball skill development and training feedback. Comparable to feeton as an adjacent youth sports training platform with skill practice, progress tracking, and rewards mechanics.

Direct peers

• SportEasy: SportEasy is a European sports team management app widely used by amateur football clubs for training and match organization. Comparable to feeton in serving amateur football clubs with digital tools for coaches, players, and administrators.
• Veo Technologies: Veo provides AI-powered camera and analysis tools for amateur football clubs, enabling automated match capture and tactical analysis. Comparable to feeton as both serve amateur football clubs with subscription-based digital training and development tools.
• Spielerplus: Spielerplus is a German sports team management and training app targeting amateur clubs and youth players. Comparable to feeton as both offer subscription mobile platforms for amateur football club training, organization, and communication.

Emerging players

• Nacsport: Nacsport provides sports video analysis software used by professional and academy football teams. Comparable to feeton in serving football coaching staffs with digital tools for player evaluation and tactical analysis (overlaps with feeton Scout).
• TacticAI / DeepMind Football Tools: DeepMind's TacticAI applies AI to football tactics and set-piece optimization research in partnership with Liverpool FC. Comparable as an emerging player using data/AI to improve football team performance, though currently more research-focused than a subscription amateur-club product like feeton.
• Coach's Eye: Coach's Eye (now part of InMotion) is a mobile video analysis app used by coaches across sports including football. Comparable to feeton in delivering mobile coaching tools to grassroots coaches, though with a video-analysis rather than curriculum focus.

Broad incumbents

• Hudl: Hudl is a leading sports video analysis and training platform used widely across football clubs (professional and amateur). Comparable to feeton as both sell subscription software platforms to football clubs to improve team and player development, though Hudl's scope is broader (multi-sport, video-centric).
• Stack Sports: Stack Sports provides a broad portfolio of sports management and technology platforms serving amateur and youth sports organizations. Comparable to feeton in the subscription club-management and youth-development software category, though operating at much larger scale across multiple sports.
• TeamSnap: TeamSnap is a US-based team management platform serving amateur and youth sports organizations across multiple sports. Comparable to feeton in the club/organization management and parent-coach engagement layer of youth sports.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/VTON_voetbal
• Facebookfacebook.com/756318404378309
• LinkedInlinkedin.com/company/feeton

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 feeton