We spent close to two years building a way for athletes to track their own data before we understood what it was: a way for athletes and coaches to see player development for what it is, never one dimensional. We put the software into use at the end of last year, and for the past nine months we have been pressure testing it with people outside our walls and fine tuning it. The moment it clicked was a simple one. As an athlete, this is the tool we would have wanted.
So we pitched it. A coach loved it and agreed to run a test with their team. We did not execute that test as well as we wanted to, but it showed us exactly where our gaps were, and that was a start. From there we used AI to compress what would have been six months of building into three, and it became clear there was something real here.
Then we started reaching out to college coaches, institutions and practitioners, and we ran into resistance almost immediately. Not to the idea. To the format. Nobody wanted another piece of software. That forced the real question: if the people closest to athletes already have more tools than they can use, what problem is actually worth solving?
This Field Note launches in November 2026
The full piece is with the AWC team for final edits. It opens here when it's final. Members read every Field Note first.