Harry Maguire has entered the sports technology sector as co-founder of Feedz, a new artificial intelligence-based platform designed to help coaches deliver faster and more detailed player feedback.
The application allows coaches to record short voice notes during or after training sessions, which are then transformed by AI into structured coaching reports that can be shared directly with players and parents.
Feedz has already gained traction across both professional and grassroots sport. Sheffield United has integrated the platform into its academy structure, while Surrey County Cricket Club, Sussex County Cricket Club and Kent County Cricket Club have also adopted the technology. Other organisations using the platform include Powerleague and Table Tennis England.
The Manchester United and England defender invested in the platform alongside co-founder Matt White and suggested the project could also support his own long-term transition into coaching after retirement from professional football.
“I believe better feedback builds better players,” Maguire said.
“Coaches at every level should have access to tools that help them communicate clearly and consistently. Feedz creates environments where players, from youth level to the top of the game, understand what they are doing well and where they need to improve.”
Maguire also highlighted the growing role of technology in modern athlete development.
“Technology has already transformed the way players prepare and develop, and Feedz is a natural next step. I invested because the idea felt like something that should already exist, and I am delighted that elite clubs are already using the platform.”
Matt Morley, who oversees coaching from Under-8 to Under-18 level at Sheffield United, said the platform has improved communication and development processes across academy sessions.
“Players themselves want to improve, and the detail we can provide through Feedz helps them better understand and develop their game.”