FOR DIRECTORS
Develop every coach on your staff.
- A staff-wide overview across recent sessions
- Coach development trends over time
- Seat, recording-hour and participation visibility
For clubsSign up your Club
How club rollout worksCOACH DEVELOPMENT FOR CLUBS AND PROGRAMS
Press record.
Coach better.
See how every coach in your club is coaching, and help them get better. C2X gives your staff a debrief after each session and gives directors a clear view of coaching across the club.
Coaching on your own? See individual coach plans
One app for your coaches. One clear view for your club.
Used by coaches at clubs and programs from youth to pro.
ONE SYSTEM. TWO CLEAR VIEWS.
A clear view for directors. A next step for every coach.
Bring coaching development into one clear view. See staff participation, communication patterns and progress over time, then focus your support where it matters.
FOR COACHES
Your session. Your feedback. Your next step.
- One-tap recording for practices, games and meetings
- A personalized debrief after every session
- Progress across sessions and teams
- Research and practical strategies behind each metric
For individual coaches
IN THEIR OWN WORDS
What club directors are saying.
Club Director
“C2X is simple to use, non-invasive, and incredibly insightful. What I particularly value is the combination of data and simple, actionable plans — giving our coaches an opportunity to reflect on their team talks and turn that insight into practical action.”
Club Director
“There’s so much useful information without it feeling complicated. I especially love the talk vs. silence, questions, praise, and seeing trends over time. It’s about bettering yourself rather than trying to define what a “good coach” looks like.”
FROM THE SIDELINE TO THE NEXT SESSION
Better coaching starts with listening.
No extra work. Just coach as you normally would.
01
Record.
Tap record on your phone at practice or games — and make sure your mic is on. No recording, no debrief. Get the mic we use →
02
Analyze.
C2X breaks down feedback, questions, talk time and player attention in minutes.
03
Improve.
Coaches get one clear focus for next session. Directors see the whole staff improve over time.
See C2X in action
New for clubs
Technical / Tactical
Know if you're coaching the skill or the game.
Learn more →Club Glossary
Your club's words, understood.
Learn more →Club Methodology
See your game model come to life in every session.
Learn more →WHAT C2X MEASURES
Turn every session into something you can improve.
C2X looks beyond what happened in the game. It shows how coaching language shapes the learning environment.
Feedback quality
See the balance of constructive, positive, neutral and negative feedback.
Why it matters: in one classic study, kids whose coaches were trained in positive, specific feedback dropped out at 5%, vs 26% for everyone else.
Praise quality
Understand whether praise is general, player-specific or includes useful coaching.
Question types
Track open, closed, follow-up and self-answered questions.
Why it matters: research shows players coached with questions make better decisions on the ball.
Talk time & timing
Compare coach talk with player activity and when instruction happens.
Communication balance
See whether each session is more player-centered or coach-centered.
Per-player attention
Track mentions and tone by named athlete so no player is overlooked.
THE EXPERTISE BEHIND C2X
Built by coaches and researchers. Not guesswork.
Every metric in C2X comes from years of hand-coding real coaching sessions, checked against published coaching research.
45 yrscoaching experience
30 yrsin coach education
7sport science & coaching degrees
6PhDs behind the method
2 yrsof expert hand-coding before the AI
Trained on real sessions
Before any AI, our coaches spent two years hand-coding real practices and games: every praise, question and instruction. That expert coding is what C2X learned from, and how we check its work.
Grounded in research
Our metrics come from decades of coaching research, from studies of John Wooden's practices to work showing that asking players questions improves their decisions. Developed in partnership with Manchester Metropolitan University.
Consistent by design
The same behavior is measured the same way every session, so a coach's progress is real progress, not a different opinion each week.
THE PEOPLE BEHIND THE PRACTICE
Used by coaches from youth to pro.
Becki Tweed
NWSL San Diego Wave Assistant Coach
U.S. Soccer Pro License
Steffen Siebert
Head Coach, Williams College Men’s Soccer
U.S. Soccer A License
Tom Shields
Technical Director, STA
USL League 2 Coach of the Year 2025
Kelly Lawrence
Head Coach, University of Delaware Women’s Soccer
J.R. Balzarini
Girls Technical Director, SUSA FC
ECNL National Selection Coach
Michael Custidiano
Cedar Stars Academy
Head of Academy, MLS NEXT
SPORT EXPERTS
Sport Specific Experts
Each sport in C2X is shaped by a top coach in that sport, so the feedback speaks your game's technical and tactical language.
Tom Shields
Soccer
Technical Director, STA Soccer. 2025 USL League Two Coach of the Year. 4x US Club Soccer National Champion. 2x USL League Two Metropolitan Division Champion (2025, 2026). 500 Players Guided to NCAA College Commitments. US Soccer A Youth License & Academy Directors License Holder. US Club Soccer Boys id2 National Staff Coach. Former NCAA Division I Assistant Coach (Rutgers & CCSU). Master's Degree in Sport Psychology.
Maureen Spellman
Women's Lacrosse
Head Coach, Endicott College. Argentina National Team Coach. 4x Conference Coach of the Year. 6x Conference Champions. 3x NCAA Tournament Appearances. 14+ years of elite Youth, High School, and National Level experience.
FOUNDER
From the brain of Coach Kelly Sims.
17+ years as an elite soccer coach, with deep industry connections ranging from youth to professional leagues.
A former Arsenal Women’s youth player coached by current USWNT Head Coach Emma Hayes, Kelly has spent 17+ years in elite youth coaching and 5+ years with U.S. Youth National Teams. She led the STA Girls Academy program to back-to-back national finals — winning the 2025 GA Champions Cup title and the CONCACAF U15 Championship with Team USA. She holds a B.Sc. in Coaching from Cambridge and multiple U.S. Soccer licenses.
C2X grew from her work studying how coaching communication shapes learning — and from wanting every coach to get the feedback she wished she’d had.
CO-FOUNDER
Built by Emily Buckley.
A former NCAA soccer & lacrosse player who went on to earn a Master’s in Sports Management, Emily has built her career where sport and technology meet.
She is an investor in three sports properties across Europe and the U.S. A three-time founder who writes production code herself, she leads C2X’s product and engineering, including the pipeline that turns a coach’s audio into a clear debrief in minutes.
She wants every coach to understand the impact they have on their players and to always strive for continuous improvement.
ON INSTAGRAM
Follow the journey.
How does a club get started?
Create your director account, choose your club plan and pay by card. Then invite your coaches and use the club rollout checklist to get your first sessions recorded.
How do we invite our coaches?
In your dashboard, go to Coaches → Invite. Coaches receive an email and join your club in the iPhone app using the same email address you invited. Their app access is included in your club plan.
What can our director see?
Your director dashboard brings together staff participation, communication metrics, coaching development trends and your shared recording-hour pool.
How does C2X decide what counts as a good question or good feedback?
Every metric is defined by coaching-behaviour experts and backed by coaching research. See exactly what we measure →
How does club billing work?
Choose a plan for your staff size, with one recording-hour pool shared across coaches. Monthly and annual options are available, and seats and billing are managed in your director dashboard.
How does C2X handle recording consent and privacy?
Recording consent and data protections are covered in our Privacy & Terms. Share the parent and player letter from the club rollout resources before your coaches start recording. Read Privacy & Terms
What's the difference between the tiers?
Tier 1 is the full C2X app. Tier 2 adds sport-specific Technical / Tactical feedback and your club glossary. Tier 3 adds Club Methodology, so every session is matched against your club's own game model.
Which sports have Technical / Tactical?
Soccer and lacrosse today, with more sports on the way. Every other part of C2X works for any sport.
Can directors see what coaches said?
No. Directors see numbers and coverage only, never quotes, players or session detail.
Do you keep our methodology document?
No. We read it, keep the structured model, and delete the file.
What do coaches need?
An iPhone with the C2X app. A clip-on mic gives the best audio. This is the one we use. One thing matters most: check the mic is recording before every session — no recording, no feedback.
Is there an Android app?
Not yet. C2X is iPhone-only right now.
MAKE THE NEXT SESSION COUNT
Your coaches are already coaching.
Start learning from it.
Coaching on your own? See individual coach plans