Treiner: The platform that is tailor-made for coaches

Treiner App

Treiner is a sports tech web app that enables coaches and training sessions to be booked on its marketplace in order to aid in the development of footballers – whilst expanding the opportunities for domestic coaches who crave a chance to build their own coaching skills, brand and networks.

Upon spotting a gap in the footballing market, co-founder James Muir worked to build a hub for football coaches. This effort eventuated as Treiner, a Melbourne-based nationally operating platform which is the only football-specific coach-booking app in the country.

With a desire to transform Treiner into the LinkedIn equivalent specific for football in order to better professionalise the coaching recruitment process, Muir spoke to Soccerscene about what separates Treiner from other coaching platforms.


Q: So just briefly, what is Treiner and what do you do?

James Muir: We started Treiner back in late 2017, where we initially launched as a platform for coaches to get a little bit more work. Originally it was just private training and extra training on top of what coaches were doing at club or school level.

The biggest problem [we found] was parents and players were looking for good coaches who were available and, in their budget, and clubs looking for extra coaches. And a lot of coaches wanted to move into a full-time coaching role, but really struggled because of the lack of full-time roles within football in Australia.

Over the last few years as we’ve invested in our tech, we’ve evolved from that private training model to basically being able to build out the tech for any club, coach or academy to run any paid training programs. So, not just private training sessions but also one-off team training sessions, regular weekly training sessions, SAP (Skills Acquisition Program) Program and academy training programs through to school holiday workshops and clinics.

That’s what we’ve been focusing on for the last year, year and a half, and now we’re adding in extra components from the job aspects. So, allowing schools and clubs to actually post jobs there themselves. That should be live for the end of the season.

Basically, what we are building is the LinkedIn for football coaches. So, they can have a proper coaching CV on the platform – something which can be easily shared with clubs and schools. And similar to LinkedIn, they’d be able to apply for jobs and courses through the platform. The courses would be external courses, similar to the ones a lot of coaches are doing at the moment with Barcelona’s Sport Science Institute, English FA for example, as well as Australian-based courses like the ones run by FCA (Football Coaches Australia). Coaches often have a professional career as well outside of football or at some stage will transition to one, so to have a platform specific to football coaching enables them to separate this and prevent any negative impact on their professional career from having too much coaching experience.


Q: What did you see in Australian football that motivated you to set up Treiner?

James Muir: I’ve worked full-time for the majority of my career in football, but initially when starting as a coach I had to do 10-20 different jobs as a self-employed coach with the likes of schools, clubs and academies. I didn’t really enjoy that; having to go from A to B to C to D to E and driving around switching my training top in between as well. And the hours before and after school, and on weekends and holidays as well.

So, when opportunities to work full-time in football came up, I jumped at the opportunity and I really enjoyed moving to Fiji and working with Fiji Football for a number of years and then coming back to Football NSW. However, transitioning back to club football was where I got a shock again of the amateur operations of even National Premier League clubs. Even clubs that aspire to be a part of the National Second Division, they’re still pretty amateur in a lot of the ways that they recruit and handle coaches.

If you look at last year for example with JobKeeper and the number of coaches who were stood down and weren’t handled well, they had to basically take up other jobs or move on to a new career in a lot of instances. Coaches that weren’t Australian citizens or permanent residents were left in the lurch, some of whom were at A-league clubs in the Academy space.

Basically, we wanted to really help improve the standards and benefits for coaching in Australia. And obviously that’s a challenge because people say there’s not much money in the sport, but then if you look at the volume and frequency of transactions that’s spent on the sport there is actually a lot of money there, it’s just spent a lot of the time at the grassroots level and the semi-professional level, and not always within a club environment. It’s not often at the higher end with the A-League clubs and that’s because there’s a lack of connection between A-League clubs and the community.

So, we’re starting to see a lot of A-League clubs moving into revenue-generating activities with their pre-academies and their school holiday programs as well, which I think is fine – that happens worldwide.

There’s definitely a perception of how things are in Europe, but if you go to Serie B/C and most 2nd division clubs across Europe and see how they struggle for fans and sponsors and with finances, you’ll quickly see that not every club is like a Juventus or AC Milan. If you spend time with lower league clubs, you’ll see how things actually work. Having a good understanding of how global football works and relating that back to Australia was important in setting up Treiner.

Back in 2019, Indeed actually found that trying to fill the coaching position was very challenging and that it was the hardest job to fill. And often that’s because the coaching position is not paid well. Generally, it’s $25-$40 an hour for a coaching role, which if you’re looking for a high-quality coach who’s invested $20-$30,000 in their coaching education over a 5–10-year period they would want to be paid more than that. Clubs in the community and NPL space are paying between $2-10k per annum for a coach to coach between 2-4 sessions per week plus a game at the weekend, but when you break this down it equates to between $2-5 per hour for the time spent working. A-League clubs in the academy NPL and WNPL space are paying between $20-30,000 per year for what they expect to be a full-time commitment, so there needs to be more done by FA & FCA as well as individual coaches to drive working conditions.


Q: How successful has Treiner been in expanding the opportunities for Australian football coaches?

James Muir: Since we launched in 2017, we’ve had around 13,000 hours of training sessions booked through the platform. Obviously last year with COVID and at the moment with lockdowns in different states at different times that’s been impacted. A lot of the weekly programs that are the bread and butter of the platform have obviously been impacted but we’ve seen a large spike in one-on-one sessions during COVID, especially last year where we saw a lot of A-League and W-League players jumping on the platform.

Where we really want to go with the platform is assisting coaches to build up their portfolio as a coach. It’s very hard if you’re in a professional career to put in your coaching experience on your LinkedIn. Because if you’ve been coaching for a while and you’ve got a large number of experiences and you’re going for another professional job it doesn’t look very professional to have all these coaching jobs, so it is important for us to create that platform for coaches. Being able to have football-specific qualifications on there and being able to demonstrate your vision and philosophy by showing videos of how your training sessions unfold, alongside reviews and testimonials from players, are the important factors.

[As well as this] payments are a huge area of concern for a lot of coaches across the country. There’s been a lot of disputes even at the professional level, but below that a lot of coaches coach for a large period of time unpaid in a number of roles. And sometimes they’re sacked from clubs and aren’t paid or are paid a small amount that was agreed in the contract. Often there are also delays in payments from clubs for a number of reasons.

In 2019, a UQ & FCA research study uncovered more than 70% of coaches are coaching without a valid contract. Stats like that showed us that there definitely needs to be an automated way and a platform that can handle all these contracts and all of these payments, as often coaches are inexperienced in these matters. So, professionalising that whole experience for coaches is critical and that’s what we are endeavouring to do through Treiner.

Treiner logo

Q: As you’ve pointed out, Treiner allows for a more personalised coaching experience, what has the collective response been like from users?

James Muir: Users have found it really easy to choose between coaches, to see which coaches are available and to see which coaches are at different areas. One of the things that we added early last year was a post a job option. When we first started, we had around 250 coaches in the first year and then up to 3,000 by 2019. What we found towards the end of 2019 however, was that there were too many coaches to choose from. It was overwhelming for users to have to scroll through and choose one out of so many coaches.

So, we focused on the main coaches who were active on the platform and responsive. So, now we’re focused on these coaches who are more professional in their approach whilst still bringing on the others as they become more active.

From a user’s perspective, being a tech platform in comparison to a coaching provider, that’s where we differentiate. We focus on that user experience and continually improving that, so, our platform is always updating monthly – we have in-house developers and a Chief Technology Officer that oversees our tech build. That’s our main differentiator to a lot of other coaching providers out there.

And we want to be agnostic as well. We are happy to have any verified coach or organisation on the platform, it’s not about us or our brand it’s about having access to all coaches and hopefully overtime we will see the best coaches getting more work and getting rewarded for that.

From grassroots through to the A-League, we saw there wasn’t a transparent and honest recruitment process. Often it wasn’t just about who you know, but more so who was in the vision of the person making the decision. They wouldn’t have a headhunting process to look for the best coaches in the region and coaches were often promoted in-house after being an intern or volunteer to save costs. So, that process needs to be a bit more transparent and that’s partly why we built our platform to assist those clubs and their academies in their recruitment process.

Q: What does the future hold for Treiner?

James Muir: At the moment we’re trialling some of these new features with selected different clubs, schools and academies. If organisations are keen to join in that beta trial, the benefit of being a part of that trial is that you can get something that’s been built specifically for you. For any other people interested in getting into coaching, starting their own coaching business or even a sports tech start-up, feel free to reach out to us as we are more than happy to share our knowledge and assist in improving the football ecosystem through collaboration.

Interested parties can direct all enquiries to

Coogee United: A club set to catapult through local grant

The Local NSW Grant has provided an important influx of funds for the success grant recipients enlisted, it will provide finances into specific areas of their respective clubs.

Upon the major list featured on the NSW Local Grant website, features a vast variety of football clubs across the state.

Coogee United is volunteer run community football club within the eastern region of NSW. Currently competing within the Eastern Suburbs Football Association, the club have entered their 21st season of operations having established foundations in 2003. As a staple amongst eastern suburb football within NSW, the club boast 25 teams, which 17 of those are male, and eight of those female.

The east side club where successful within the clubs application, Amy Singh lives and breathes football. Her involvement within Coogee United, echoes the all-important effect undertaken by those within her position across the nation.

As esteemed vice-president and representative of the Coogee United Board. She discussed the clubs ambitions in the wake of becoming recipients, of a much needed cash boost.

Singh talked about the impact the grant can have upon the club.

This grant will be game changing for our women’s program within Coogee United,” she said.

The newly encountered funds are all to be dedicated towards the women’s program at Coogee United. Primarily targeted towards high quality training grounds and adequate training equipment.

Additionally, funding will be provided towards women’s teams for new club apparel.

Amy Singh touched upon how the specific areas the grant finances are allocated towards, can attract new participants.

“When attracting women to a new sport it is key we break down barriers to participation. Safe, welcoming facilities, along with female specific, well fitting kit is key to ensuring participants are comfortable within the sporting environment. It takes courage to take up a new sport, so we want to make it as accessible as possible.”

The interest in which women’s football has experienced in over the last 5 to 6 years is described by Singh as “burgeoning.”

In the wake of the 2023 women’s world cup, there has been a spike of female participants over the age of 18 who are determined to become involved in football at an entry level.

Singh elaborated upon the importance of the two way relationship between female club participants and football.

“Being able to introduce women to football at any age is so important not only for the obvious health and wellbeing physical fitness aspects, but also as football (and many team sports) provides enormous mental health benefits, and a sense of belonging within our footballing club community,” she said.

We are committed to providing a high quality, but affordable football club experience to our members. We see football as a community first, and rely heavily on an army of volunteers to deliver our aims.”

Singh discussed the long-term aspirations for the club.

“Coogee United currently do not operate a youth system. Something in which club representatives are opting to change over the course of the upcoming seasons ahead,” she said.

“Long term, we would love to be able to re-start the junior arm to our club. We know football is growing in popularity amongst junior participants too.

“However to be able to do this we need to ensure we have the required funding, volunteers and available facilities to be able to deliver a well structured and managed junior football program.”

The NSW Community Grant funds regardless of the amount provided on behalf of the NSW Government, has the capacity to transcend football clubs in whom are success applicants.

Coogee United have made their aspirations concise. It is now of speculation as to how other successful applicants seek to prosper with a new influx of finances.

Venezia FC: cultivating a unique fashion and branding profile

The heritage, the charm, the biennales, the architecture, the art, the canals, the fashion and now football has been added to that list.

Venice boasts a wealth of cultural treasures, and for the first time in 19 years in 2021 the city had its own football team, Venezia FC, playing in the top division of Italian football.

Despite the city’s brilliance and beauty, Venezia FC’s path to the top has been far from conventional. Over the past couple of decades, the club has faced financial chaos, backroom turmoil, relegations, and takeovers. Yet, despite these sink-or-swim moments, the few years prior to being promoted to Serie A, have seen the club flourish on the world stage in a completely new way.

Despite players and fans needing to travel by boat to the 11,150-capacity Stadio Pier Luigi Penzo, the club has ascended with a clear Moneyball philosophy and a marketing team that has transformed them into a true powerhouse in style and with the highest level of craftmanship to the making of clothes.

The kits have been an undeniable success, generating the kind of buzz and headlines usually reserved for Nigeria and PSG releases. The home kit sold out on its first day of sale, and since then, 95% of online sales have come from outside Italy. Venezia FC has truly gone global.

Naturally, any marketer understands that successful brands don’t just provide products to purchase; they offer something to be a part of. While selling items is beneficial, selling a lifestyle is even more effective.

Before long, the website of Venezia FC began featuring poetic essays about the city and interviews with esteemed cultural figures like Cecilia Alemani, the artistic director of the Biennale. The post-match report adopted a passionate editorial tone that is rarely observed in the realm of football.

Ted Philipakos, the former Chief Marketing Officer of Venezia FC, is one of the key architects behind the club’s rapid success both on and off the field. As the club started to emerge from its depths, the former NYU sports marketing professor managed Venezia’s transition from Nike to Kappa – a change that has significantly transformed the club ever since.

Venezia’s fairytale return to prominence has been widely chronicled, but a lesser-known story is how the club swiftly transitioned from the verge of collapse to flourishing once more.

The club’s initial connection to the fashion world came through a scarf created in collaboration with the New York collective Nowhere F.C., produced in 2017 featuring in a photoshoot in NYC.

Under the art direction of Fly Nowhere, Venezia FC’s marketing, creative strategies, and merchandise were managed between New York and Venice, providing the club with global visibility through a stylistic perspective for the first time.

In February 2020, Duncan Niederauer, the former CEO of the New York Stock Exchange spearheaded an ownership restructuring and assumed the role of president, a time when the club was undergoing one of the most dramatic rebranding’s in recent football history. The club aimed to align its identity more closely with the city’s renowned classical art and architecture.

The Winged Lion, central to both the club’s logo and the iconic Piazza San Marco, received a redesign. The kits were revamped to emphasise the club’s signature green and orange colour scheme, enhanced with subtle gold features, creating one of the most visually striking combinations in world soccer. Suddenly, Venice boasted a soccer team as glamorous and stylish as the historic buildings lining its canals.

Venezia FC will be vying to be promoted once again to the Serie A in a two legged playoff against Cremonese over the next week, with avid enthusiast of football culture will be hoping to see more of what has been famously described as “football on water” being played at the Pier Luigi Penzo Stadium once again in the top division.

The Isuzu UTE A-League and Liberty A-League clubs can take learnings for some of the techniques and strategies that have worked so well at Venezia FC, whether that is partnerships, kit launches stylishly shot around the teams home city, or even if its to standout by not having a typical football club badge, Venezia FC has set the standard on how to market their merchandise through social media platforms as well as having an upmarket boutique store.

Philipakos noted a shift in the global football landscape he said via the esquire website:

“There was a technological evolution, a generational change and a psychographic shift, where this new generation had an entirely different relationship with football.”

It is important for teams around the country to understand that a club doesn’t need a top player or be playing in the top division for them to have a huge following on social media, understanding the marketing aspect will be enough.

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