The Team
BUILT BY
INSIDERS
Two founders. AFL DNA on one side. SaaS DNA on the other. Both with a track record of building and exiting companies.
AS
Anthony Soriano
Director — Sport & Strategy
VFL career, then 14 years building digital strategy at AFL and ANZ. He understands the inner world of clubs — what coaches actually need, how decisions get made, and where the data gaps are. He's the reason 14 clubs have taken meetings.
VFL player, St Kilda FC
14 yrs digital strategy — AFL & ANZ
2 prior startups built and sold
14 AFL clubs engaged · 9 want a pilot
CE
Chris Eade
Director — Product & Commercial
Serial SaaS founder. Built Lifebroker (insurance marketplace), Fluidauto (automotive data platform), and Vootery (AI-powered sales intelligence). Knows how to take a technical product from proof of concept to scalable platform business.
Founder — Lifebroker
Founder — Fluidauto
Founder — Vootery (AI sales intelligence)
SaaS product and commercial expertise
“
We're not building a better stats table. We're building the intelligence layer that tells you what comes next — before your opponent knows what just happened.
Anthony Soriano & Chris Eade · iCoach Founders
Company
Founded2024
LocationSouthbank, Melbourne
StagePre-seed · Raising
Cornerstone InvestorXV Capital (engaged)
Primary marketAFL — 18 clubs
Pilot-ready clubs9 and growing