I built Locker Room because I was already doing the job it is meant to help.
I’m James Hallahan. I’m the founder of Locker Room and a senior football coach. The idea did not start with a software category. It started with the week.
Coaching is full of small pieces of information that matter at different times. Who is available. Who is modified. What tonight’s focus is. What an assistant noticed. What was decided in a meeting. What a player needs next. What everyone was told.
Most clubs do not have one bad system. They have six reasonable ones that do not know about each other.
I wanted the football program itself to have a place to live.
Locker Room is being shaped from inside a real senior football environment. That matters because the test is not whether a feature looks useful in a product demo. The test is whether it is still useful at 5:47pm before training when forty people need different answers.
- James Hallahan, Founder, Locker Room
- Head coach / playing coach, Sorrento
- Works directly with players, assistant coaches and football-department staff
- Built Locker Room as the customer and founder
- Players should see less software.
- A message is not sent until it reaches the person.
- A club should retain what its coaches learn.
- AI should be grounded, permission-safe and subordinate to human judgement.