Coach Logic started in 2012 from the shared experience of co-founders Andy Muir and Mark Cairns, both seasoned rugby players, coaches and educators. Their inspiration behind developing technology to help teams better perform on the pitch started after spending countless hours filming matches and then squeezing into a changing room with the squad to analyse the game on a tiny screen. This clunky and mostly inefficient way of analysing performance led them to the question:
Is there a better way to do this?
That moment was the beginning of Coach Logic - a platform designed by coaches, for coaches. Built to make analysis easier, communication clearer, and reflection deeper - to solve a universal pain point in sports analysis.
The original Coach Logic Teams product has grown into a globally recognised and used platform, trusted by thousands of coaches across multiple sports. It helps teams collaborate to analyse faster, learn quicker, and stay connected off the pitch, as well as on it.
But as we've supported more teams, one truth has become clearer than ever: athletes perform better when their coaches are more effective.
Introducing SAM: the coach development platform
Built from a decade of coaching experience and product innovation, SAM is a newly dedicated coach-development tool, powered by AI and grounded in real coaching practice.
Where Teams brings players and coaches together, SAM turns the spotlight onto the coaches themselves. It helps coaches reflect deeper, think clearer, and grow their skills with analysis and smart insights.
It's coaching development, personalised. And it's the tool we wish we'd had back in those early days.
