Harry Maguire becomes co-founder of AI company

Harry Maguire’s career has carried him from an eight-year-old at Sheffield United’s Academy to 66 England caps, 290 Premier League appearances and a place at the heart of Manchester United’s defence.

He has captained his country, lifted silverware at Old Trafford, and built a reputation as one of the most resilient defenders of his generation.

However, that story is not finished as Maguire has just signed a one-year contract extension at Manchester United, committing himself to another season under Michael Carrick.

But the 33-year-old is also thinking about what comes next. Trainingground Guru has now reported that Maguire is the co-founder of Feedz, an AI-powered app designed to overhaul how coaches deliver feedback to young players.

The platform turns a coach’s voice note into a structured performance report in under a minute.

Maguire, who has already completed his UEFA B Licence and is preparing for his A, sees Feedz as both a business venture and a practical tool for the coaching career he expects to pursue.

Discussing the platform, Maguire explained: “Better feedback builds better players. I’ve always believed feedback is so important and can make you a much better player.”

Maguire went on to say: “I don’t think it was as good as it can be in Academies. There’s so much time these coaches have to put into sessions.

“They can’t really give too much feedback to each individual player. This is where Feedz can step in.”

The app is seemingly simple in design, as the coaches add their players, then deliver feedback into their phone after a session.

The AI returns a structured report in 20 to 60 seconds, strengths, areas for development, suggestions, next steps and a relevant professional example, ready to share via WhatsApp, email or branded PDF.

The Football Association estimates Feedz can save coaches the equivalent of a full day a week in admin time.

The product was conceived by co-founder Matthew White, a former advertising executive who grew frustrated paying for his daughter’s gymnastics coaching without ever receiving meaningful feedback on her progress.

Sheffield United’s Academy now uses Feedz from Under-8s to Under-18s. That connection runs deep for Maguire.

Matt Morley, the club’s Junior Head of Coaching, first worked with him as an eight-year-old and remembers a young midfielder who “thought he was Pirlo” but trained relentlessly to improve.

Morley now uses the app across his coaching staff and says report-writing has dropped from nearly an hour to a matter of minutes.

Manchester United and Tottenham Academies are also trialling the platform. The FA has rolled it out at grassroots level, with Powerleague, Table Tennis England and three county cricket clubs also signed up.