Coaches at an English Soccer Academy Redirected Fit:match Away From Retail Toward Athletes
Coaches at an English soccer academy redirected Fit:match, Haniff Brown's AI body-scanning company, from clothes shopping toward athletes in 2024. Academy staff told him that a scan of ten to fifteen seconds would unlock a huge advantage over slow assessments that pull players out of training. Fit:match now partners with FIFA, Major League Soccer and Major League Baseball.
The advice that reshaped Fit:match came from the chairs closest to the problem: coaches, scouts and sports scientists who lose training time to slow assessments. Haniff Brown, a former private equity investor and Williams College math major, first resisted because the technology had been built for another purpose. His own training did not produce the larger business; a conversation at a youth academy with its eventual users did.
Source: Entrepreneur · November 3, 2026