Grassroots football clubs run on WhatsApp groups, spreadsheets and a notebook in the coach's bag. I kept seeing the same thing: coaches spending more time chasing who's available for Saturday than actually planning the session, and losing the little data they did collect between seasons. Everything they needed existed somewhere — squad, training, matches, reports, membership fees — just never in the same place, and never in a form that could tell them anything useful. So I built CoachBoard: one tool where the day-to-day admin lives, and where the data you enter comes back to you as insight instead of disappearing into a sheet. The approach changed a lot along the way. I started out building a management tool and treating the AI line-up assistant as a nice extra — it turned out to be the thing coaches reacted to, so it moved to the centre. My first version let the model pick the eleven on its own and it was confidently wrong too often; the version that shipped is hybrid, with a scoring engine over the club's own attribute, training and match data feeding the model, which then decides and explains its reasoning in plain language. The same pattern repeated elsewhere: notifications began as simple alerts and grew into scheduled rules that warn you before a deadline rather than after; the subscription plans started hardcoded in config and ended up editable from the admin panel, because I was changing limits weekly. And the free plan stayed permanent by design — at this price point, in this market, the sale starts with a coach trusting the tool for a full season, not with a 14-day trial.

CoachBoard

Multi-tenant football club management SaaS platform

Multi-tenant football club management SaaS platform