Man Utd's Harry Maguire co-founds AI coaching app Feedz
What's the deal? Manchester United and England defender Harry Maguire has co-founded Feedz, an AI-powered platform that turns coaches' voice notes into structured performance reports in seconds. The app aims to cut administrative burden while improving how feedback reaches players, parents, and coaching staff.
Co-founded with Matt White, Feedz is already in use at professional organisations including county cricket clubs Surrey, Sussex, and Kent, as well as Suffolk Football Association and US college sports teams.
Why now? Coaches at every level face growing paperwork demands that eat into time spent on actual player development. Feedz uses AI to close that gap — a coach records a short voice note, and the platform generates a professional report almost instantly.
"Better feedback builds better players," Maguire said. "Coaches at every level should have access to tools that help them communicate clearly and consistently."
He added that technology has already changed how players prepare and improve during his career, calling Feedz "an inevitable next step."
What could go wrong? The sports coaching software market is crowded, and adoption depends on whether time-pressed grassroots coaches — many of them volunteers — will actually integrate a new tool into their routines. Scaling from early adopters at professional clubs to the mass grassroots market is a different challenge entirely.
The signal: AI tools that automate low-value admin are spreading fast beyond office work into niche verticals like youth sport. Feedz reflects a broader trend: domain-specific AI applications targeting fragmented industries where professionals juggle too many tasks with too few resources.
Maguire, who has played for Sheffield United, Hull City, and Leicester City, hinted the platform could feature in his own post-playing career. "I have often thought about coaching after I retire, and this is exactly the sort of help that I would use," he said.
Read more: bdaily.co.uk
