Coach Logic, the Edinburgh-headquartered sports technology firm founded by rugby experts Andy Muir and Mark Cairns has announced a significant global expansion with the launch of SAM (Session Analysis Model). This new AI-powered platform marks the company’s transition from a team-sharing tool into a high-performance hub for professional coach development, securing landmark international contracts with Basketball Australia and the Football Association of Ireland (FAI).
Founded in 2012, the software platform has spent over a decade as a trusted partner for elite organisations including England Rugby, World Rugby, and the International Hockey Federation (FIH). While Coach Logic has long been a staple for team collaboration, the launch of SAM represents a strategic leap into the 30 billion dollar global sports technology market by solving a universal bottleneck: the manual and subjective nature of coach observation.
In an industry where athlete data is now standard, the development of the coaches themselves has often been left to time-consuming manual review. SAM changes 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 toward meaningful, evidence-based reflection.
The growth of the platform follows a period of rapid international scaling. By automating the feedback loop, SAM allows national governing bodies to deliver consistent, elite-level development across thousands of coaches simultaneously. This ability to scale expertise without increasing staff workload has been a key driver in the company’s recent global sign-ups, proving that Scottish-born innovation can lead the way in professional sports performance.
“SAM is about moving away from manual tagging and toward meaningful reflection,” said Mark Cairns, Co-founder of Coach Logic. “We built this because we have lived 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.”
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The strategic shift toward AI-led development ensures that the human element remains at the forefront of the sport. At a time when technology is often seen as a replacement for human roles, Coach Logic has designed SAM to do the opposite. By clearing the path for deeper reflection, the tool gives coaches their headspace back, allowing them to focus on the performance and development of their athletes.
As Coach Logic continues to scale its international footprint, the launch of SAM signals a commitment to future-proofing the coaching profession. By making high-level analysis both accessible and scalable, the company is ensuring that the next generation of sporting talent is led by the most effective, well-supported coaches in the world.
For more information about SAM and Coach Logic’s vision for coach support, visit https://www.coach-logic.com/solutions/coach-logic-sam.
