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.
Streamline your video analysis with a collaborative platform that puts players at the centre of the analysis process.
Consultancy from Coach Logic's founders for governing bodies building coach development systems.
SINCE 2012
FOUNDED BY COACHES
Coach Logic was founded in 2012 by coaches Andy Muir and Mark Cairns. Everything we build starts with coaching.
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.
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
Basketball Australia is working with SAM as part of our broader coach development ecosystem. The relationship to date has been built on strong, informed coaching conversations with a team that genuinely understands coaching practice and coach learning. SAM shows real potential to support reflective practice and offer meaningful, objective insights into coaching behaviours across our network.
Neil Gray
Basketball Australia, Community Capability & Education Manager
We have worked with Coach Logic since 2016 to support the FIH Academy in developing coaches and match officials worldwide. The platform enables meaningful reflection through video, helping us scale high-quality coach development globally, and the introduction of SAM is an exciting step that will allow us to reach and support even more coaches across the game.
André Oliveira
FIH, Senior Academy Manager
RIGOUR
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
