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The operating system behind a founder-led sports technology company.

We started with Coach Logic handling content and marketing. Six months later we were building the company's operating system: operations dashboards, a custom CRM, automated meeting notes, automated task assignment and project tracking.

Edinburgh, founded 2012 Customers across Europe, Australia and North America From April 2026

72%more impressions on the company LinkedIn page

2.5×the reactions

1.0% to 1.5%engagement rate, rising while reach grew

Systems like these pay back in ways a post count can't show. Every call, deal and task becomes data the business can use, the whole team works from one shared picture, and hours of admin disappear, without paying for expensive software that was never built around how the company works.

What we built.

Operations dashboards

One dashboard that collates everyone's specific workflows into one place. Everyone interacts with different parts of the system, this makes it easier to manage.

Operations Dashboard

Tasks to do

High

Medium

Low

Content calendar for review

Mon

Tue

Wed

Thu

Fri

Sales pipeline

Discovery2

Lead2

Contacted1

Proposed2

Won1

Lost1

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A CRM built for how they sell

Built rather than bought, and shaped around how the team actually sells to its clients.

A clear pipeline, with every deal owned and moving
A view after the sale, so client accounts are looked after, not forgotten
Linked accounts, so related clients sit together

Sales Pipeline

Discovery3

Lead2

Contacted2

Proposed2

Won1

Lost1

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Meetings that turn into tasks

Meetings are captured by an AI note taker, set up so every summary comes out in the same structure: decisions, actions, owners, deal context. Custom agents then file the notes against the right deal and turn agreed actions into owned tasks on each person's dashboard.

Every deal links both ways to its conversations and its next steps, so opening a deal shows its whole history.

Deal→Meeting notes→Tasks

Deals

Stage: Proposed
Deal type: New Business
Lead source: Referral
Owner

Meeting notes newest first

Next steps owned and dated

High

Medium

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The content engine

Marketing campaigns are designed and built from start to finish, then written and scheduled automatically. Every post arrives ready to go. All the team has to do is approve it.

Campaign→Posts written→Approve

Campaign posts

DayPostStatusApproved

MonScheduled

WedScheduled

ThuNeeds approval

FriNeeds approval

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A client portal

A secure space where each client gets their own page: their tasks, resources and progress in one place.

Each client sees only their own information, with checks in place so nothing reaches the wrong client.

Book a callResourcesContact

Your tasks

Onboarding

Action

Progress

Resources

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Personalised research visualisation

From market trends, competitor insights or client outreach, automated and in one place for the team to use.

Research

Market trends

Competitor insights

New

Update

Client outreach

1High

2Medium

3Low

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Project tracking

One board for every project across the company, with board and timeline views.

The AI layer

AI agents handle recurring admin like meeting follow-up, content drafts and research. Each one checks before writing and asks before acting.

What it means for the team.

Operational numbers are still being gathered with the founders. These are the changes they work with every day.

One place to lookEach person opens their dashboard and sees their tasks, the pipeline and what needs reviewing.
Nothing said in a meeting gets lostActions become owned, dated tasks attached to the right deal.
Deals carry their own historyAnyone picking up an account sees every conversation and open action on it.
A real view after the saleClients are looked after once they sign, not forgotten once the invoice clears.
Research that sets prioritiesA ranked target list replaces gut feel on where to spend limited founder time.
MaintainableDocumented schemas and a living build record mean the system doesn't depend on our memory.

Want a system like this in your business?

Tell us the job your team repeats every week. A 30 minute call, then a fixed written proposal.

Book a call ryan@ashfordintegrations.com 07493 807 783