Maguire backs Feedz AI app to cut coaching admin

Manchester United defender Harry Maguire has invested in Feedz, an AI-powered coaching app that converts short voice notes into structured performance reports, as the founders target a persistent “feedback gap” in youth sport and the growing admin burden on coaches.The platform, co-founded by Maguire and Matthew White, is designed to let coaches record observations immediately after sessions or matches and generate a polished report in under a minute that can be shared with players, parents and staff.Maguire said: “Better feedback builds better players. I’ve always believed, from a young age, that feedback is so important and can make you a much better player in the future.”He has completed his UEFA B Licence and is preparing for his A, with Feedz positioned as a tool he could use if he moves into coaching after retirement.The product pitch is built around time savings and consistency, particularly in academy environments where coaches can struggle to individualise guidance across large groups. Maguire said: “This is where Feedz can step in. It saves so much time. It’s so simple. I think it’d be really beneficial to the club and the players.”Sheffield United’s academy has embedded Feedz from under-8s to under-18s, with junior head of coaching Matt Morley saying the shift has materially reduced the time it takes to document feedback while improving its quality. Morley said coaches used to spend “40, 50 minutes” writing up a report, but now it takes “four or five minutes”.White, a former advertising executive, developed the concept after becoming frustrated by the lack of structured feedback in his daughter’s sport and the limited time available to volunteer coaches. He said the AI can reduce what used to take “20 minutes to 20 seconds”, positioning the app as a scalable tool across multiple sports rather than a football-only product.Feedz is already being used beyond football, including by Surrey, Sussex and Kent county cricket clubs, plus Suffolk FA, Table Tennis England and multiple US college programmes, with Manchester United and Tottenham academies trialling the platform.The commercial opportunity sits in packaging an everyday workflow into a subscription-style service for clubs, schools and participation providers, with plans structured around the number of reports generated. The Football Association has estimated the tool could save coaches the equivalent of a full day a week in admin time, a value proposition that also strengthens safeguarding and communication by leaving a clearer record of development conversations.