AI Coaching
Mastery
Most AI advice for coaches stops at "try ChatGPT". This is the opposite. Over 12 weeks I take you through the exact AI workflows I use every week to plan sessions, analyse games, and build individual player plans. The same methods I used to build FootballGPT, now used by 8,178 coaches.
I do not teach AI. I coach with it, every week.
There is no shortage of people telling coaches to "use AI". Almost none of them coach. I am assistant manager at Hamilton Academical Women, who won SWPL 2 in 2024/25, and I use these tools every single week to plan my sessions, review my games, and build plans for individual players.
The same methods built FootballGPT, the AI coaching assistant now used by 8,178 coaches and run as a real business. So you are not learning prompts off someone who read a blog last week. You are learning the workflow of someone who uses it on the grass and built the tool around it.
Here is the honest framing: these methods work in real coaching and they work as a real business. You decide which side you use them for. Over 12 weeks I hand you the whole system, live, and you build your own version as we go.
You know AI could save you hours.
Nobody has shown you how, properly.
You have tried ChatGPT for a session plan and got something generic back. You have heard AI can analyse video but never seen it done with a real clip from your own team. The tools are not the problem. Knowing how a coach actually uses them is. That is the whole point of this cohort.
Stop getting generic answers
A general AI gives general coaching. You will build assistants that know your age group, your players, and how you actually want to coach, so the output is usable on Tuesday night.
See it done with real footage
Not a demo on someone else's perfect example. We work through real session plans, real match clips, and real player profiles, live on the calls, including yours.
Get your hours back
Planning, analysis, parent comms, individual development plans. The parts of coaching that eat your week are the parts AI handles best once you know the workflow.
You bring the problem. We build the solution live.
No theory dump. Each Sunday is built around a real coaching job, and you leave with the workflow set up and working. Here is the shape of one call.
✓ A session plan in minutes, not a lost evening
✓ The prompts saved, so it works again next week
✓ The recording, in case you want to rebuild it
✓ Your specific questions answered there and then
Seven modules. The full coaching workflow.
44 on-demand lessons you can work through at your own pace, drip-released alongside the live calls and yours for life. Each module is the practical version: built around a real job a coach does every week.
Custom AI assistants for coaches
Build assistants that know your team. FootballGPT, Claude Projects, custom GPTs, NotebookLM and Google AI Studio.
Prompt design for coaching scenarios
The exact prompts for session plans, parent comms, post-match reflection, scouting and player plans.
Individualised player development plans
Turn what you see into a plan for each player. FGPT player profiles, CoachReflect, and video review workflows.
Video and session analysis with AI
Review a game or a session without spending your Sunday on it. Free video tools plus AI analysis workflows.
Plan the week, plan the session
From a blank week to a periodised block. The Coaching Brain, the session generator, the drill library and periodisation prompts.
Data integration
Pull GPS exports, video clips and scoring data into one picture, with simple no-code aggregations anyone can run.
Implementing AI across a club
Roll it out beyond yourself. Coach education, parent-facing guides and a club-wide playbook for technical directors and academy heads.
12 live calls. Every Sunday. 19 July to 4 October.
Every Sunday, 09:00 UK (10:00 CET, 16:00 Phuket), for 60 minutes on Zoom. Each call works through a real coaching job, live, including problems brought by the cohort. Every call is recorded and in your classroom within 24 hours, so missing one costs you nothing.
Kickoff and your AI starting point
Where you are now, and the one workflow that will save you the most time first.
Build your assistant, live
I build a club-specific coaching assistant on the call. You build yours alongside me.
Prompt design clinic
Paste your prompts. I redline them live until they give you something you can actually use.
Individual development plans
We walk through real player profiles and turn them into plans, together.
Video and session analysis
A live AI review of a match clip from someone in the cohort.
Mid-cohort review
What is working, what to adjust, and where you are stuck. We course-correct as a group.
Planning the week
A live build of a four-week training block from a blank page.
Drill design with AI
Each coach's age group, live. We design drills that fit your players, not a textbook.
Data integration
One coach's GPS and scoring data pulled into a single, usable picture, live.
Club-wide implementation
Taking it beyond yourself. A technical director and academy-head case study.
Parent and player comms
The tone and trust prompts that make AI-assisted communication land well.
Graduation and next steps
Coaches demo what they have built, and we hand over to the community for the long run.
When the 12 weeks of calls finish, the work does not. The full library of 44 lessons and every call recording stays in your classroom for life, so you keep building long after the cohort wraps.
Live with me, plus everything to keep.
The Sunday calls are the spine. These make sure you never lose the work, and never get stuck on your own.
The Full Library, For Life
44 on-demand lessons across all seven modules, plus every live call recorded and added to your classroom within 24 hours. The whole thing is yours to keep and rewatch long after cohort one finishes.
- [+] 44 lessons, drip-released alongside the calls
- [+] Every Sunday call recorded and kept
- [+] Rebuild any workflow whenever you need it
- [+] Lifetime access, no monthly fee
Your Problem, Solved Live
Bring a real coaching job to each call and we build the AI workflow for it together. The more the cohort brings, the more every coach learns, and it all lands in the recordings.
- [+] Bring a real job to every call
- [+] Workflows built live, not described in theory
- [+] A small cohort, so your problem gets airtime
- [+] A community of coaches building alongside you
For coaches who want the time back,
and the edge that comes with it.
Grassroots and youth coaches
You coach around a job and a family, and planning eats the hours you do not have. This hands those hours back without dropping your standards.
Academy and full-time coaches
You want a real edge in analysis, individual plans and session design, built on tools you can defend to a technical director.
Technical directors and academy heads
You are not just learning it for yourself. Module seven is the playbook for rolling AI out across a whole coaching staff.
Coaches who have tried AI and bounced off it
You gave ChatGPT a go, got generic rubbish back, and parked it. This shows you the workflow that makes it genuinely useful.
What changes by the end of the 12 weeks
Not someday. You build each workflow on the call and use it that week.
Plan in minutes
Your own assistant turns a blank week into a session plan without losing an evening.
Analyse without the slog
Get usable read-outs from a clip or a session in a fraction of the time it takes now.
Coach the individual
A real development plan for every player, not just the ones who shout loudest.
Lead your club
Be the coach who brings AI to the whole staff, with a playbook to do it properly.
Keep the whole system
44 lessons and 12 recordings, yours for life, to rebuild any workflow any time.
Kevin Middleton
I have coached for 15 years across grassroots, academy and senior football in Scotland, and I am currently assistant manager at Hamilton Academical Women, who won SWPL 2 in 2024/25. I use AI every week to do that job: planning, analysis, and player development.
Those same methods built FootballGPT, the AI coaching assistant now used by 8,178 coaches. This cohort is me handing you the whole system, live, the same way I use it. You get the workflows, the honest version of what works and what does not, and your questions answered as you build.
Founding price for the first 20 coaches
- [✓] 12 live Sunday calls (19 July to 4 October)
- [✓] All 7 modules: 44 on-demand lessons
- [✓] Your real problems built live, every week
- [✓] Every call recorded, in your classroom within 24 hours
- [✓] Lifetime access to the full library
- [✓] Founding price for the first 20 seats
- [✓] Full refund within 14 days
Joining the AI Football community on Skool is free.
AI Coaching Mastery is a one-off paid course inside it. Join the community, then enrol from the classroom to lock in the founding price.