Edinburgh tech firm announces global expansion
- By editor
- 8 minutes ago
- 2 min read
Coach Logic, the Edinburgh-based, sports-technology firm founded by rugby experts, Andy Muir and Mark Cairns, has announced significant global expansion with the launch of SAM, its session-analysis model.
The new AI-powered platform, a high-performance hub for professional-coach development, has secured the firm contracts with Basketball Australia and the Football Association of Ireland.
Coach Logic started up in 2012, with a software platform, Teams, which helps teams analyse their performance on the pitch. It has attracted clients such as England Rugby, World Rugby and the International Hockey Federation.
The launch of SAM marks a move into the global sports-technology market, with the goal of removing a bottleneck – the manual and subjective nature of coach observation.
SAM has been developed to change this, by acting as an AI-enabled ‘observation companion’. Coaches upload footage of their sessions, and the technology automatically identifies pivotal interactions, communication patterns and decision-making in real time.
By doing the heavy lifting of video analysis, SAM removes the administrative burden and allows coaches to move away from guesswork and towards meaningful, evidence-based reflection.
Mark Cairns, co-founder of Coach Logic said: “We built SAM because we have experienced the problem as coaches ourselves. Where Teams brings players and coaches together, SAM is designed specifically to support the coach's own journey. It’s about giving coaches the tools they deserve to grow their skills in a supportive, objective environment.”
At a time when technology is often seen as a replacement for human roles, Coach Logic has designed SAM to do the opposite, by giving coaches their ‘headspace’ back, allowing them to focus on the performance and development of their athletes.
SAM is also aimed at future-proofing the coaching profession. By making high-level analysis both accessible and scalable, the company is seeking to ensure that the next generation of sporting talent is led by the most effective, well-supported coaches in the world.
Photography: Coach Logic, of left-right, co-founders, Andy Muir and Mark Cairns