Coach from anywhere. Scale your impact.
Upload training footage, review technique at any depth, and deliver structured feedback — all from one platform.
CoachCam at a glance.
Capture performance, turn coaching into reusable insights, and build a pathway to AI-assisted coaching that scales expertise globally.
WHAT
What is CoachCam?
CoachCam is a platform for capturing, analysing, comparing, and sharing sports performance, while also capturing the coaching knowledge behind it. Coaches can turn one-on-one feedback into structured insights that can be reused, scaled, and eventually help power AI-assisted coaching for athletes everywhere.
WHY
Why build CoachCam?
Quality coaching shouldn't be limited by location, cost, or access to experts. CoachCam bridges the gap by helping coaches deliver consistent feedback remotely and by capturing those “pieces of coaching” as structured knowledge. Over time, that knowledge can help build AI models to assist coaching at scale,while creating a pathway to reward coaches when their drills and insights are used widely across other athletes.
WHO
Who is CoachCam for?
CoachCam is built for coaches, players, parents, clubs, academies, and teams, anyone who wants a simple, modern way to review performance, give feedback, and track improvement. It's also for coaches who want to extend their impact beyond one session, by turning their knowledge into reusable guidance and drills.
HOW
How do you use CoachCam?
Record a training session or match on your phone, upload the video to CoachCam, and review it with tools designed for coaching. CoachCam breaks each skill into clear segments (for example: setup, execution, impact, follow-through), making it easy to pinpoint strengths and weaknesses. From there, coaches can add feedback, recommend practice drills, and build a clear improvement plan, while creating reusable coaching insights that can help others over time.
THE FUTURE
The future of CoachCam
CoachCam is designed to scale coaching knowledge. As coaches analyse clips and provide feedback, those "pieces of coaching" become structured data. Over time this data helps train AI models that can assist other athletes with similar skills and challenges.
Our goal is to reward coaches for their expertise, creating opportunities for them to earn as their drills, insights, and coaching methods are used more widely across the platform.
To make high-quality coaching accessible to everyone, while scaling and rewarding elite coaching knowledge
A world where every athlete has a professional coach in their pocket, personalised to their unique ability, no matter where they live or what resources they have.
Where elite coaching knowledge is captured, scaled, and never lost, so future generations can learn faster, safer, and better than ever before.
From clips to coaching outcomes.
CoachCam helps coaches review clips at the right depth. From quick segment-based notes to advanced frame-by-frame breakdowns. Then bundle everything into a shareable feedback report. Players are notified as soon as new feedback is published. AI-powered insights are already available in compare reviews, with more coming soon (as we onboard players and coaches into our beta programme).
1. Upload - Capture and assign clips.
Upload training or match footage, clip it into key moments, and assign clips to a player and discipline (e.g., batting, bowling, golf swing).
2. General review - Fast, structured feedback.
Split each clip into meaningful segments (e.g., setup, execution, impact, follow-through), then tag general strengths and weaknesses to each segment to create clear, practical coaching guidance, quickly and consistently across many clips.
3. Advanced review - Frame-by-frame coaching.
Go deeper with frame-by-frame playback, drawing tools, and recorded audio commentary. Coaches can clearly explain concepts, highlight key movements, and (optionally) include comparisons inside the advanced review. Players can replay the shared advanced review anytime.
4. Compare review - Compare clips to gain insight.
Compare a clip against other clips (or reference examples) to spot differences in technique. Side-by-side and overlay views help make improvements obvious and measurable. AI-powered insights are available to assist with comparisons.
5. Feedback report - Publish and notify.
Select a set of clips and generate a feedback report that ties all reviews together (general, advanced, and compare). When published, players are alerted automatically and can view the full report and each reviewed clip.
Built for most sports
CoachCam works across any sport where technique matters. From cricket and golf to tennis, athletics, and beyond. If it can be captured on video, it can be coached on CoachCam.
Our story
CoachCam began with a simple realisation we had while Steve was coaching his daughters’
cricket team in Eastbourne. Even with experience in the sport, it is incredibly difficult
to give every player the individual technical guidance they need. We could see when
something didn’t look quite right in a batting or bowling action, but identifying the
exact issue (and knowing which drills would fix it) required specialist expertise that
most community coaches don’t have. We also saw how hard it was for families to access
professional coaching. It can be expensive, time-consuming, and often requires travelling
to a coach’s facility. At the same time, many talented coaches are limited in how many
players they can support in person. There had to be a better way for grassroots players to
get personalised, high-quality feedback.
We also know that there is so much coaching talent out there: knowledge, tips and insights
that live only in the heads of experienced coaches. This expertise is often never
captured, shared, or scaled, meaning countless athletes around the world miss out on its
benefits. We want to unlock and scalethat potential.
That's why building a platform where coaches can not only share their knowledge, but also
be rewarded for it. By capturing and structuring these valuable pieces of coaching wisdom,
we can help coaches reach more athletes than ever before. And as this knowledge is
collected, it can be used to train the next generation of AI models ensuring that the best
coaching insights are available to help athletes everywhere, now and in the future.
Coming from IT backgrounds and sporting communities ourselves (Steve through cricket and Warren through kayaking), we knew technology could bridge this gap. Advances in video analysis and AI presented an opportunity to make expert-level coaching insights far more accessible and scalable. That's why we created CoachCam:
To give coaches smarter tools and to provide athletes with clear, personalised feedback anytime, anywhere. We also believe coaches should be rewarded for sharing their knowledge, so their expertise can reach and benefit athletes everywhere.
As AI continues to grow, we're building towards a future where the knowledge of professional coaches can be captured and shared, giving every player the chance to learn, improve, and reach their potential.
Meet the team.
Warren Cheetham
Co-founder
Steve Gellatly
Co-founder
Free while we're in beta.
CoachCam is currently free for early adopters. We're building our pricing model around a simple principle: coaches who contribute their knowledge should be rewarded when it's used to help other athletes.
What to expect
- A free tier will always be available for coaches and players
- Coaches will earn when their drills, insights, and feedback are used by other athletes
Pricing details will be shared as we move out of beta. Early adopters will be the first to know.