About Coach
AI that scales real professional judgement.
The problem we're solving
Elite coaching advice is expensive, scarce, and geographically concentrated. Meanwhile, generic advice is everywhere — and often wrong for the person receiving it.
Coach exists to capture the judgement of the best practitioners and make it accessible at scale. Our first model is a sports nutritionist with Premier League and NBA credentials. We start with football because nutrition is one of the highest-leverage, lowest-cost interventions available to a player.
The result is not a replacement for a real nutritionist. It is a way to extend professional expertise to the moments where waiting for an appointment is not practical.
Founders
A shared obsession with health and technology.
Matthew Jones
Co-founder
Matthew is a high-performance sports nutritionist with a Master's degree and SENr accreditation. He currently leads nutrition for the UAE Football Association and has worked as a consultant with the Boston Celtics, West Ham United, Chelsea Women, Brentford, and the 2018 FIFA World Cup.
His focus is on applied, practical nutrition: the kind that survives the chaos of a match-week and still delivers results. He is the domain expert behind Coach Football.
Read more about MatthewCo-founder
Health & Technology
Matthew's partner brings a deep background in technology and health innovation. Their work focuses on building products that make complex, professional knowledge usable at scale.
Together, they are combining Matthew's front-line performance experience with product and AI infrastructure to turn one-to-one nutrition coaching into a system that can serve millions of players.
How we build
Our values
Precision
Targets are numbers. No vague advice. We translate practitioner protocols into measurable g/kg, timing, and hydration prescriptions.
Professional expertise
Every Coach model is trained from the work of a practising professional. We do not build from generic wellness content.
Privacy
Your data is portable. Export or reset at any time. We collect only what we need to personalise your protocol.
Want to work with us?
We partner with teams, federations, and health professionals.