The original inspiration behind Globall Coach was Rafael Benitez, the former manager of Real Madrid, Napoli, Chelsea, Inter Milan, Liverpool and Valencia. An early adopter of technology in coaching, Benitez conceived the idea to give soccer coaches a technological tool that would allow them to plan, train and strategise in real time. He and his team of coaches worked on building the concept with Benitez’s advisor and project manager, Emile Coleman. Emile led the development of the original Globall Coach concept. The project team developed Globall Coach 1.0 in early 2013, which was given to a limited number of individuals and soccer clubs to test; it was never commercially marketed.

In June 2013, the company name changed to Elite Sport Technologies Ltd (EST) and began development of version 2.0. Version 2.0 was demonstrated at the National Association of Soccer Coaches of America (NSCAA) Annual Conference in Philadelphia, January 2014. A beta test roll-out of this version began in late 2014. Version 3.0 was finalized through Fall 2015 as a much more complete, comprehensive product than had originally been envisaged. Globall Coach evolved from a simple animation tool into a complete, centralised and secure team management product.



The UK and European business model is top-down, selling to leading soccer clubs in the major European leagues of England, Spain, Italy, France and Germany. In North America, the primary focus is to sell to the fast-growing and very large youth and collegiate soccer markets with Major League Soccer (MLS) and North American Soccer League (NASL) clubs as exemplars.



The primary objectives for EST in the next 12 months are to establish a solid sales network throughout the U.S. and Europe, and also to finalise development of Globall Coach for other sports such as American Football. In the U.S., the focus will be on the youth market, with the U.S. having the highest concentration of clubs and a highly organised, affluent youth, high school and collegiate system.  

Through beta tests, field demonstrations and sales already completed, the U.S. market has shown high levels of engagement with the technology. Potential heads of a U.S. based sales force have been identified and discussions are on-going with prospective staff. It is expected that personnel can be in place for the start of calendar year 2016 or shortly thereafter.