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Edinburgh’s Coach Logic Targets Fresh Investment Amid Expansion Plans

Ross Kelly


Edinburgh Coach Logic

Coach Logic’s platform allows a full match to be analysed by staff, including coaches and players, in as little as ten minutes.

So far in 2019, Edinburgh-based company Coach Logic has experienced solid revenue growth and expanded its customer base on the back of several high-profile contract wins.

Coach Logic, a video analysis technology platform for sports teams, allows a full match to be analysed by staff, including coaches and players, in as little as ten minutes – greatly simplifying a process that has traditionally taken hours.

The firm now boasts a number of big-name clients, including England Rugby, Fulham FC, EuroHockey and the US Women’s Soccer League team, Chicago Red Stars. Four players from Red Stars recently played in the US Women’s team at the France World Cup.

Edinburgh Academy and Whitgift School are also among the firm’s customer base, with more than 5,000 active monthly users now using the analysis platform.


Founded in 2012 by Andy Muir and Mark Cairns, the Coach Logic team has grown to 10 people in 2019, and the firm has another investment round in its crosshairs to further scale the business. To date, the company has raised £1 million from a host of sources, including Mercia Asset Management’s EIS Funds, the Scottish Investment Bank and a number of private investors from the UK’s business and entrepreneurial ecosystem.

Reflecting on an impressive year, Muir noted that the schools sector is now a key high-growth area which has grown three-fold over the last 12-months. By 2024, the overall global market for youth sports video is expected to reach around $5.5 billion (£4.4 billion).

“We have had a great year, building on the success of our product and picking up some exciting contracts in the UK and internationally,” he said.

“The schools and university sectors are proving to be high-growth segments and another area with high potential is sports governing bodies and organisations would are looking to invest in improving their coaching workforce, which ultimately filters down into supporting and improving teams and players.

“We are now actively fundraising and solidifying relationships with a number of investors ahead of closing our next round.

Ross Kelly

Staff Writer

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