10 health and performance finalists selected for Reimagine Football challenge

European football organizations, including the KNVB, the Johan Cruijff ArenA, City Football Group, and AFC Ajax, with the support of UEFA, have joined forces again to tackle joint challenges in the football industry. For the current challenge, the organizations aim to improve health and performance in both grassroots and professional football.

This Reimagine Football challenge resulted in 48 submissions from 15 different countries. Experts from the Football Innovation Platform – comprising of KNVB, Johan Cruijff ArenA, AFC Ajax, and City Football Group, with the support of UEFA – selected 10 entries, which are invited to pitch their ideas to the international football community and to further investigate how the solutions can be applied in practice during the Collaboration Event, on June 14th in Zeist, the Netherlands.

The jury has selected 10 organizations for the final event:

Move to Improve

  • Amatelus Co
  • Coach FX (both categories)
  • Deeptimize
  • Feel Good Plus
  • StepOut

Champion Learning and Performance

  • Canon
  • Coach FX (both categories)
  • Hoof
  • Insait Joy
  • ShowYourSkills

This edition of the Reimagine Football challenge series has invited companies worldwide, ranging from start-ups to established corporations, to come up with innovative ideas to help football towards better health and performance for two challenge subjects:

#1 ‘Move to Improve’ | Healthy and Engaged Football Communities

How can we create healthy digital communities for grassroots football players to challenge themselves to play more football and eat better?

#2 ‘Champion Learning and Performance’ | Enhanced Information Absorption, 3D Data and AR

How can we create an optimal learning environment which supports the process of becoming a high-performing professional athlete?

If you are curious about this challenge and the next challenges, and how you can become part of the Reimagine Football community, please visit

Reimagine Football is an initiative of the KNVB, the Johan Cruijff ArenA, UEFA, City Football Group and AFC Ajax and co-financed by the European Regional Development Fund.

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