AI strategy for football founders, clubs and federations
Kevin Middleton
I help football founders, clubs and federations build AI that coaches actually use. No months lost on the wrong stack, no prompts that fall flat with coaches, no costs that spiral. The advice comes from eight live football AI products I have built and run, not theory.
Book a Call: one hour with me direct
One focused hour with someone who has built and coached at the same time.
Most AI consultants do not know coaching. I do. I will tell you why your tool is not landing with coaches and exactly what to change so it does.
What you get
- A build plan: stack, prompts, costs, and what to skip
- Why your product is not landing with coaches, and how to fix it
- A straight answer on the next move: build, hire, or kill it
- Message access after the call for quick second opinions
How I work
- Eight live AI products in football, so the answers come from real builds, not theory
- You leave with a plan you can action that week, not a slide deck or a report
Work: AI for football
For clubs, federations and football founders.
Built 8 AI products and 4 communities now used by 10,000+ coaches. FootballGPT alone has 8,000+. If you want to build AI that coaches actually use, this is the work, and the stack, to study.
- 01UEFA Licensed coachAssistant manager when Hamilton Academical Women's won SWPL 2 in 2024/25. Coached at Arbroath FC, Arbroath FC Women, 360TFT. 15 years coaching 1,000+ players age 1-70.
- 02FootballGPT8,000+ registered coaches, AI for coaching
- 03Football Coaching Academy1,800 member Skool community
- 04CruiseGPT59,000+ sailings, 14 AI advisors
- 05Gumroad store39 coaching resources, buyers in 47 countries
- 06The Rise of the Dogmatic Football CoachPublished book
Coaching: for grassroots & academy coaches
The resources I built across 15 years on the grass.
UEFA licensed. Assistant manager when Hamilton Academical Women's won SWPL 2 in 2024/25. The pack below is what I wish I'd had when I first started coaching.
The Small-Sided Games Cheat Sheet
The drill structure every grassroots coach should know by heart. Start here.
Tomorrow's Session Sorted
282 ready-to-run sessions across technical, ball mastery, 1v1, match-based, tactical, and finishing. Planning your next session at 10pm becomes a 30-second job.
Your Team's Game Model
The full Master The Game / Ball / Opponent set, plus the Grassroots Pack. A model to guide your team through every age and stage.
Coach Direct
Two months of private WhatsApp access. Ask me anything, any day, same-day reply. Most direct way to work with me.
About
UEFA licensed. 15 years in Scottish football, coaching over 1,000 players from age 1 to 70, at grassroots and pro level. Assistant manager at Hamilton Academical Women's when we won SWPL 2. Coached at Arbroath FC, Arbroath FC Women and 360TFT. The resources here are ones I built along the way, that I wish I'd had when I first started coaching.
Library of individual coaching resources lives at 360tft.com. The premium system + private WhatsApp access lives at premium.360tft.com.