Industries
Coach more athletes than you can be in the room with
Membership and class booking, coaching apps, AI technique analysis, leaderboards and subscriptions for gyms, academies, coaches, clubs and sports charities — built on an AI sprint-coaching app that is live on iPhone and Android today.
Flexible payment on every project: a low entrance fee, then monthly payments that suit a growing business, delivered in phases. We agree the terms around your budget.
Software for Sports & Fitness
Sport is personal, and the best software for it feels like a coach rather than a form. We build apps and systems that book the class, take the payment, analyse the run and keep the athlete coming back, with programmes, leaderboards, a community feed and a web subscription system behind them.
Most sports businesses run on a patchwork: a booking tool, a payment link, a WhatsApp group and a spreadsheet of members. We replace it with one system your members, coaches and admins use — and where AI earns its place, we add it: technique analysis from a phone camera, an assistant that answers programme questions, plans that adapt to the athlete's results. Every project is scoped and quoted in writing before work starts.
What we build for this sector
Membership and class booking
Memberships, timetables, class booking, waitlists and check-in for gyms, studios and academies, with reporting for the owner.
Coaching apps
Athlete apps with programmes, sessions, video assessments and coach feedback, on iPhone and Android.
AI technique analysis
Computer vision that reads movement from a phone camera, scores it and gives coaching cues.
Leaderboards and community
Scores, rankings, challenges and a community feed that keep members training and talking.
Subscriptions and top-ups
Credits, memberships and subscriptions bought on the web that land in the app the moment payment completes.
Multi-division sites
Sites for clubs and charities with several programmes, each with its own information and enquiry route.
Why this sector works with Baal
AI where it earns its place
Technique analysis, adaptive plans and assistants that answer programme questions, added where they help the athlete and left out where they do not.
Native apps, both platforms
iPhone and Android from one codebase, with the app store releases and the backend handled by us.
Built with a coach, not just for one
Our sprint app was built with a former Team GB sprinter, so the scoring and cues reflect how coaches actually teach.
How we work
- 01
Talk
You tell us what you need, on WhatsApp, Telegram or the form, and you are talking to the team from the first message. We ask questions until we understand the problem properly — usually the same day.
- 02
Quote
We put the scope, the fee and the timescale in writing before any work begins, with payment terms that fit your budget: staged, monthly or spread over time. No surprises later.
- 03
Build
We build in stages and show you working software as it progresses, not only at the end.
- 04
Support
After release we stay on for updates, fixes and changes as the business moves. Ask for a change and it lands in days, not a ticket answered next week and scheduled for next quarter.
Frequently asked questions
Yes, for movements with a clear pattern: pose tracking follows the body's key points frame by frame and scores what a coach looks for. We would scope your sport the same way: which movements, which camera angles, what a coach looks for — then build it and test it with real athletes.
No. A small gym usually needs booking, memberships and payments that simply work, and we build that without the parts you do not need. The AI and community features are there when you grow into them.
Yes, and often it is better to pay on the web. A subscription and top-up system on the website can credit the app instantly, so you are not paying app store commission on every purchase. We recommend what fits your model.
Ready to build something?
Tell us what you need. WhatsApp and Telegram reach the team directly, we reply with questions, then a written quote — no obligation, nothing to buy here. Good work is priced properly, and paying for it is flexible: a low entrance fee, then monthly payments that suit a growing business.