Built by people who've been on the bench at AFL level
Powercoach was built by an AFL analyst, a serial sports tech founder, and an engineer — because we couldn't find a tool that gave grassroots coaches the same insights used at the top level.
From the team behind Team App
Trusted by hundreds of thousands of sports teams worldwide
How Powercoach started
A coach who knew he was missing something
Phil Warren had a long amateur AFL career across multiple clubs. When he stopped playing, he took up coaching to stay involved in the game he loved — and quickly found himself out of his depth in ways he hadn't anticipated.
He was good at the people side. The game side was harder. He could feel that his team was working hard, but couldn't always tell where they were winning or losing the contest. He was reacting to the scoreboard instead of what was actually happening on the ground.
Then he got the chance to sit in an AFL coaches box for a day. It was a revelation. The level of data, pattern recognition, and real-time decision-making was unlike anything available to grassroots coaches. He walked out knowing he'd found the gap Powercoach would fill.
The right people at the right time
Through his connections in AFL circles, Phil met Robbie Chancellor — a football analyst and coach who had spent 15+ years working at St Kilda, Melbourne, Hawthorn and GWS Giants, developing the exact frameworks Phil had witnessed in that coaches box.
Meanwhile, Phil and Raef Akehurst — who had built Team App together — had been experimenting with putting traditional AFL stats through early AI models. Even in those early days, the results were promising. The AI could find patterns that humans simply couldn't track in real-time.
The three of them came together: Robbie's football brain, Phil's product instincts, and Raef's engineering capability. Powercoach is the result — built to give every grassroots coach the insight that was previously reserved for the top level of the game.
Meet the team
Powercoach is built by people who have spent their careers inside AFL football and sports technology — not outsiders applying generic AI to a game they don't understand.
Robbie Chancellor
Assistant Coach, GWS Giants
Currently an assistant coach at GWS Giants. Robbie has spent 15+ years as an analyst and coach at St Kilda, Melbourne, Hawthorn and GWS Giants, specialising in stoppages, territory, and team structure — the exact frameworks that drive Powercoach's AI. Insight you won't find in any textbook or LLM training dataset.
- Current assistant coach, GWS Giants
- Analyst & coach at Hawthorn, Melbourne, St Kilda & GWS
- 2025 AFL Sydney Coach of the Year
- Specialist: stoppages, territory, structure
"I'm building the tool I wish I had on the bench."
Phil Warren
Founder & Product
Long-time amateur AFL player turned coach. Founder of Team App — the sports team management platform trusted by hundreds of thousands of teams worldwide. Phil's dual experience as a grassroots coach and a sports tech founder gives Powercoach its user-first focus.
- Founder of Team App
- 10+ years building sports technology
- Amateur AFL player & coach across multiple clubs
"I sat in an AFL coaches box and walked out knowing exactly what grassroots coaches were missing."
Raef Akehurst
Engineering
Serial entrepreneur and engineer. Built and sold a digital agency, then built and sold a healthcare software company — where AI accuracy and reliability are non-negotiable. Raef has been obsessively following the latest AI models since they became capable of genuine insight, and Powercoach is where that curiosity gets applied to a problem worth solving.
- Built & sold a digital agency
- Built & sold a healthcare software company
- Original developer of Team App
- Pushing the limits of AI in production systems
"AI that works in the chaos of game day."
Want to see it in action?
15 minutes. We'll show you the full product and find the right setup for your Organization.
Book a Free DemoWhat we believe
Grassroots coaches deserve elite tools
AFL clubs have analysts, data scientists, and real-time decision support. There's no reason grassroots coaches should be working with a clipboard and a gut feel.
Simple enough for a volunteer to use
The best coaching tool in the world is useless if it takes an IT department to set up. Powercoach works with one person, one iPad, and two minutes of training.
Built on real football knowledge
The AI isn't trained on generic sports data. It's built on 15 years of AFL-level insight from someone who has applied these frameworks at three AFL clubs.
Proudly built in Melbourne & Sydney, Australia • Starting with AFL, expanding globally
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15 minutes. We'll show you the full product and discuss the right plan for your team.
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