Athleet.Ai is a set of specialist AI tools that coaches, athletes and parents ask in plain language. Each tool does one job in one sport, answers in that sport's own language, and shows its reasoning. The coach, athlete or parent makes the decision.
What it is, and what it is not
- It covers seven sports: track and field, football, triathlon, golf, skating, padel and basketball, each with separate tool sets for coaches, for athletes or players, and for parents.
- A coach can keep a private profile of each athlete they coach, stored encrypted under a code, not a name, and used only in that coach's tools. It does not sync with watches or apps: you tell it what has happened, and it works from that.
- It is not a medical service and does not replace a qualified coach, doctor or physiotherapist.
- The tools are built by coaches on small language models that we design, build and deploy ourselves, supported by larger models from Anthropic, OpenAI and Pickaxe.
The founder: a coach first
Athleet.Ai was founded by Paul Forrest, a practising athletics coach. He is Head of Coaching at Brentwood Beagles Athletics Club, which he co-founded in 2022, and Head of Track and Field at US Sports Scholarships. Since 2022 alone he has coached athletes to 604 county, regional, national and international medals, including more than 25 international podiums.
He built the first Athleet.Ai tools for his own coaching, which is why each one does a single job, speaks the language of the sport and shows its reasoning.
Coaching qualifications
- England Athletics Performance Coach in two event groups: Sprints and Hurdles, and Endurance. Currently completing the England Athletics Advanced Talent Coach Programme.
- ALTIS Endurance Coach and ALTIS Throws Coach.
- Licensed Coach in Running Fitness and Athletics Coach (speed, throws and jumps).
- Jack Daniels VDOT certified coach, Ultra Marathon Coach and certified IRONMAN triathlon coach.
- Licensed guide runner for visually impaired athletes.
- Diplomas in Sports Science and Therapy, Sports Psychology, and Strength and Conditioning.
- Currently completing a PhD in Elite Performance Coaching.
Coaching memberships
British Milers Club (coach), the US Track and Field and Cross Country Coaches Association (USTFCCCA), the European Athletics Coaches Association and the British Athletics Coaches Association.
Work in artificial intelligence
Paul is an Adjunct Professor of AI at the London School of Innovation, a course tutor for AI Law, Policy and Governance at LSE, and an AI Masterclass tutor at Saïd Business School, University of Oxford. He has published three books on artificial intelligence:
- Rent the Models; Own the Learning: how to build an AI advantage your competitors can’t copy.
- AI Made the Decision: who answers when no one owns the outcome.
- Tales from AI Development Hell: moonshots, misfires and management.
The company
Athleet.Ai is run by Ecaveo Services Ltd, a company registered in England and Wales (company number 07824133, VAT GB 123 5690 23), with its registered office at 27 Old Gloucester Street, London, WC1N 3AX. It is registered with the Information Commissioner’s Office, reference ZA747700. Athleet.Ai began in track and field and now covers seven sports. It also builds own-brand editions for clubs, academies and governing bodies.
What we think AI should and should not do in sport
Paul Forrest has written thirteen position papers on the use of AI in coaching and youth sport, covering talent identification, training load, coaching judgement and children's data. They are not peer reviewed, and they set out what we believe a tool like this should refuse to do. Read them on the research page.
Your data
We never sell personal data and never use it to train our core models. See our data promise and the privacy policy.
Contact and press
For questions, press enquiries or to talk about an edition for your organisation, email hello@athleet.ai or call +44 (0) 20 4652 5191. Plans and prices are on the pricing page.