Red Devils defender invests in AI coaching app

A new sports technology platform is aiming to transform the way coaches deliver feedback by using artificial intelligence to reduce paperwork and improve player development.

Feedz, co-founded by England and Manchester United defender Harry Maguire, converts short voice notes into structured performance reports that can be instantly shared with players, parents and coaching staff.

The AI-powered platform has already been adopted by a number of professional sports organisations, including county cricket clubs Surrey, Sussex and Kent, alongside Suffolk Football Association and college sports teams in the United States.

Designed for use across grassroots, academy and elite sport, Feedz allows coaches to record observations verbally before generating professional reports within seconds.

The app aims to tackle one of the biggest challenges facing coaches – balancing athlete development with growing administrative demands – while improving consistency and communication.

Harry said the technology could play a role in his own future beyond football, suggesting he may use the platform if he moves into coaching after retirement.

Harry, who also played for Sheffield United, Hull City and Leicester City before joining Manchester United, said: “I believe that better feedback builds better players. 

“Coaches at every level should have access to tools that help them communicate clearly and consistently. 

“Feedz is about creating environments where players, whether it’s from youth level to the top of the game, understand what they’re doing well and where they need to focus improvement on. 

“I know how that clarity can make a real difference to a sportsperson’s development.

“Even in the time I have played the game, technology has changed the way players prepare and improve. 

“So, Feedz is an inevitable next step. 

“A good idea is always one you think should already exist, which is why I invested. 

“The Feedz team were really interested in my thoughts as a professional – and I am delighted that a number of elite clubs are already using it. 

“I have often thought about coaching after I retire, and this is exactly the sort of help that I would use. 

“The game is evolving all the time and Feedz is helping coaches on that journey.”

Feedz was developed by co-founder Matt White after recognising the difficulties sports coaches faced in delivering regular, high-quality feedback.

Matt added: “Usually there are multiple kids to one or two sports coaches, during training sessions.

“But we knew the technology exists to solve the problem of coaches having insufficient time to provide valuable reports and parents being unaware of how their child is progressing. 

“Feedz is an AI-enabled app which supports coaches working at all levels – from grassroots sport, schools, academies right up to professional environments. 

“It’s a tool built to improve communication while reducing dreaded, time-draining admin workload.

“Our research told us that the value of consistent coaching feedback is that it drives intrinsic motivation in young people, and positive feedback encourages children to practice their sport or activity more. 

“Simple feedback also helps them to clearly understand how to improve – and we believe Feedz addresses that gap which exists in sport today.” 

Matt Morley, head of junior phase coaching at Sheffield United, who formerly coached Harry, says the EFL Championship club’s academy coaches are among many who are benefitting from Feedz.

He added: “Our coaches of age groups from Under-8 to Under-18 use Feedz in our sessions. 

“It helps us as coaches to plan better and communicate better. 

“And players themselves want to get better, so the details we can provide through Feedz helps them to understand and develop their game.”

The platform is available on iOS, Android and web, with flexible pricing based on the number of reports created.

To find out more, click here.

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