Coach Logic: making sense of coaching
WHAT WE DO
THREE WAYS TO SUPPORT COACHING
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COACH DEVELOPMENT
MEET SAM
SAM shows coaches and coach developers what happened in a session and when, so development conversations start from the session itself. It helps sports organisations develop coaches at scale with evidence-led feedback rooted in real coaching practice.
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FOR GOVERNING BODIES
WORK WITH US
Consultancy from Coach Logic's founders for governing bodies building coach development systems.
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VIDEO ANALYSIS
TEAMS/TEAMS+
A collaborative video analysis platform that puts players at the centre of the analysis process.
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SINCE 2012
FOUNDED BY COACHES
Coach Logic was founded in 2012 by coaches Andy Muir and Mark Cairns. Everything we build starts with coaching.
- 40K Registered Users
- 250 Professional Organisations
- 30 Countries Worldwide
- 4 Million Minutes of video processed
PROUD TO SUPPORT
TRUSTED BY GOVERNING BODIES
Also working with Leinster Rugby, Badminton Ireland, UK Coaching, Sunderland AFC, University of the West of Scotland, MTU, Basketball Ireland and Tennis Australia.
TESTIMONIALS
WHAT OUR CUSTOMERS SAY
Andy, Mark, and the Coach Logic team take a real interest in how they can support us to achieve our objectives and are constantly searching for better outcomes and solutions. They bring real enthusiasm and drive to their own work, and the work of others.
John Lawn England Rugby, Director of Game Development 
RIGOUR
BUILT ON PUBLISHED RESEARCH
Behaviours are classified against published coaching research frameworks, not a scheme we invented. We work with Dublin City University and world-class sporting organisations to continuously improve SAM.
SAM is not one hundred percent accurate, and no AI tool is. The difference is that every classification links back to the session video, so you can always check it yourself.
RESEARCH PARTNER
Dublin City University has partnered with Coach Logic to support the development of SAM, combining applied coaching expertise with machine learning technology. It has been great working with Mark and Andy, whose coaching experience and openness to collaboration have helped shape a solution with the ability to shape future evidence-informed coaching practice. We are only just beginning to understand what these technologies offer and are really excited to see how we can evolve guided reflections and coaching observations.
Jamie Taylor Dublin City University, Assistant Professor and Co-Lead CoEx|Lab 
THE FOUNDERS
BUILT BY COACHES.
PASSIONATE ABOUT SPORT.
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Andy Muir Co-founder, Chief Executive Officer and under-12s coach at Currie Chieftains -
Mark Cairns Co-founder, Chief Product Officer and senior men's coach at Currie Chieftains
- Coaches
- Educators
- Fans
- Founders
- Players
RESOURCES
FROM THE BLOG
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The Evidence for Coach Reflection | Why Supported Reflection Makes Better Coaches
Does supporting coaches to reflect on their own practice make them better coaches? The research says yes - but only when reflection is structured, facilitated, and designed into development systems rather than left to individual initiative. Tom Hartley synthesises the evidence for governing bodies and development leads.
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AI in Coach Development | Separating Substance from Shine — Part 1 of 3
AI coaching analysis tools are easier to build than ever — and that's the problem. A polished dashboard and a confident-sounding report are not evidence of accuracy. Before any governing body or performance programme adopts one of these tools, they need to understand the chain of uncertainty underneath the output, and know whether they can actually verify what it's telling them.
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Coaching Conversations That Add Value
Most coaching conversations about a session are vague because neither coach has much to work with. Basketball Australia, the FAI, and England Rugby are already changing that — embedding practice-based data into their coach development programmes to make those conversations worth having.
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