DANNYMATHARU
I build useful things for awkward problems. Better support across sport. Less admin for trades. Clearer evidence for community clubs. Practical AI across the lot.
A live index of what I’m building, why it exists and where you fit.
The short version
I notice the bit people dread, repeat or quietly work around. Then I build the specific thing that makes it easier.
12 months of FMHA Academy access for 10 grassroots clubs.
Yorkshire Sport Foundation, Active Suffolk and Energize STW.
Published methods, assumptions and limits, not a number without context.
Expert contributors include Lee Dykes, Technical Director at Brentford FC.
01 / Choose your way in
FIVE LIVE
BUILDS.
Different audiences. Same instinct. Pick the problem that sounds most like yours.
Better support for the people who hold clubs together.
Practical mental health, neurodiversity and safeguarding support that can be used when real club life gets messy.
See the person before judging the player.
Parent, school and player context turned into a two-minute snapshot for coaches and player-care teams.
Turn good work into evidence people can act on.
Social value, funding material and ready-to-use communications from one short club entry.
Stop the paperwork following you home.
Quotes, invoices and records in one plain system. Less paperwork. More paid work.
Build the digital thing the business actually needs.
Websites, automation and AI systems that begin with the commercial snag, not a list of services.
Select a number or tap a card to bring it forward. Tap again to visit.
02 / Receipts, not adjectives
THE USEFUL
BIT.
What changed because the thing exists. Stated plainly, without dressing modest numbers up as world domination.
FMHA Academy
The problem: policies and one-off workshops rarely change club practice. The answer: year-round training, expert sessions and usable resources. London FA commissioned annual access for 10 clubs.
↗ 02Player Passport
The problem: coaches often meet the player before they understand the person. The answer: a two-minute view of context, needs and useful adjustments.
↗ 03Proof of Play
The problem: clubs create value they struggle to evidence. The answer: a 10-minute entry that produces material for funders and decision-makers. Across 44 clubs, around £50m of social value has been modelled.
↗ 04Cleared
The problem: admin steals paid hours. The answer: one deliberately uncomplicated system for £29 a month.
↗ 05Surreptitious
The problem: founders get sold disconnected digital services. The answer: start with one commercial problem and build the system that removes it.
↗The Proof of Play figure is an evidence-informed estimate using published national proxy values and a 40% deadweight assumption. It is not an audited valuation.
Read the full methodology ↗03 / The line through everything
AI ACROSS
ALL OF IT.
AI supports all of it. People stay responsible. It helps a small team structure knowledge, remove repetitive admin and ship useful products sooner. Human judgement stays in the room.
Start with frictionFind the bit someone dreads, repeats or avoids.
Use AI for leverageGive the small team more room to think and act.
Keep the human visibleEspecially where care, evidence or money is involved.
Make it ordinaryNo theatre. No magic-wand promises.
NOT A COSTUME
Football was the starting point. Sport is the wider field. The work now moves through player care, community evidence, small-business admin and founder systems.
The subject changes. The job does not: make difficult, neglected things easier for real people to deal with.
05 / Where this comes from
YEARS OF CONVERSATIONS BEFORE ANY OF THE PRODUCTS.
All Footballers Experience: Anxiety
A children’s book series that uses football, storytelling and practical techniques to help young people understand anxiety and know they do not have to face it alone.
The FMHA podcast
Conversations with players, coaches, experts and practitioners about what mental health support looks like in football and in everyday life.
06 / Full index
THE LOT.
Everything still has a home. This is the useful directory once you know what you’re looking for.