January 5, 2026

Imagine a world where your child kicked a ball incorrectly and then was told by a machine exactly how to kick it correctly next time. With today’s (known) technology, this isn’t the stuff of science fiction. All a machine would need to do this is the following:
RequirementExisting technologyA categorised library of thousands of videos showing athletes kicking balls effectively or a data set that provides the machine with what ‘success’ is (i.e. kicking this way resulted in 56% more goals / accurate passes).YouTubeA software to understand what it is ‘seeing’, (i.e. it is seeing someone kicking a ball first of all – rather than a cat climbing a tree) and map this against its data to assess what needs to be improved.A programmed application with machine learning capabilitiesA camera with movement sensors able to measure speed, direction and distance.Most modern smartphonesA programmed user interface that then tells the user, in a way it can understand (not millions of 1’s and 0’s), how it can improve its technique.Existing interface platform (such as a native iOS Mobile App) and a development team.Hardware to process this information – or the software’s access to the ‘cloud’ to process this information on its behalf.Server-side infrastructure (i.e. .NET servers or the AWS platform)
With most requirements above available in YouTube, modern smartphones and within development teams’ capabilities across the globe an app like this probably exists somewhere or is in creation. At minimum it is well within the realms of possibility.
With that the case, you may be asking why we are continuing with our current business model of physical coaching using humans. Well, football is a human sport and needs humans to provide the coaching. We believe that this can’t, and shouldn’t, be outsourced to machines. Although we will utilise technology in our organisation to improve our customer experience and product, we will always use humans to deliver our coaching.
Absolutely technology can help coaches be better coaches, and this should be explored as technology becomes cheaper and more widely available. I’m thinking of coaches with augmented reality glasses that recognise when a child isn’t following the drill and advises the appropriate solution. Drones that can quickly setup new coaching drills of cones or collecting balls to reduce coaches time away from actual coaching. This would enable coaches to better assist all children faster, with better concentration and with greater accuracy.
We should, however, remember that machines can’t do the following (they may be able to imitate it. But they can’t do it):
Also, without the child giving huge amounts of personal or biometric data away – this machine doesn’t know the following:
A coach may know or anticipate all this about a child and, in a moment of error, be able to visualise, process and advise of a solution based on all this information in the blink of an eye. Whether we achieve this with machines or not - I fear that the moment machines are able to do all of the above we will have long been exterminated by them :)
So, when thinking about the future of football we must remember that:
Great human coaches:
And that technology can support coaches by:
We should always remember that humans are not a problem to be solved, and technology should be added only when it helps us be better humans.
This is an area we are fascinated by and will continue to evolve in We Make Footballers. If you are interested in finding out more about how we are utilising technology in improving football coaching, feel free to reach out here and start a conversation.
Thank you.