Good coaching tools were always too expensive, or built for American football. So I built what I wanted for my own team, and it turned into this.
ALL24 exists because the coaching tools I wanted were just too expensive. They all billed in US dollars. Half the playbook builders charged per player, or charged upgrade fees to let players access plays directly. Everything was an upsell.
A few years ago I had a meeting with the principal at the school where I coach, and she basically asked me to justify a $1200/yr Hudl expense when the school was already struggling to buy new helmets and shoulder pads for the kids to actually play the game. I couldn't. I thought about using a Google Drive for film, but clips with no format don't teach. Film review isn't meant to be “finding that play where I did a thing.”
The only answer I could see was building my own player—a really basic page that would combine film with play data. What I built was a pretty simple login-protected player. Initially I had to upload the film clips manually, creating tables to match the plays. Then I added a system that did all that for me.
My players liked it, so I shared it with a couple of other coaches in my league, and they thought it was great. In one coach's words, “man you should be selling this thing.” That version wasn't right for selling though, so I spent the next six months building something that was.
That's all ALL24 is: a working set of coaching tools, priced so a Canadian team can actually say yes. It's run by Ascension Media Group Inc., an Ontario-based company I founded in Hamilton.
The aim hasn't changed since it was just my team: help build Canadian football, give coaches tools made for the three-down game, and make it something programs run by volunteers can actually afford.
These are not slogans. They are the reasons the product looks the way it does.
ALL24 CORE is $300 CAD a year for your first team, with 50 hours of film. Extra teams are $150, each with its own 50 hours. Unlimited coaches and players, nothing due today. A team should not have to fundraise to review its own film.
Built for the three-down game and priced in Canadian dollars. Your account and your team's data live on a server in Beauharnois, Quebec, not across the border.
Every feature started as something a coach needed on a Tuesday practice, not a line on a sales sheet. If it does not help you coach, it does not ship.
Name, email, and roster info, plus which film gets watched. That's about it. We don't run ads, and we don't sell data.
It is easy to get talked into the wrong thing, so here it is straight.
What it is. A closed, team-scoped platform for the coaching work you already do. Film review, playbook design, practice planning, roster and attendance, and team comms, all in one place. Your coaches and players sign in, and the door is closed to everyone else.
What it is not. It is not social media. There are no public profiles, no ads, no friend requests, no feed. We do not sell your data and we do not sell your players' attention. Coaches invite their team with a join code, players self-register and accept the Terms, and a coach approves them before they see anything.
I built this for my own team first, because I was done paying more than we could afford for tools that were not made for our game. It worked, so I opened it up. If it helps another Canadian coach the way it helped me, that is the whole point.
We will walk you through the whole platform and answer the honest questions about price, data, and what is coming next. No pressure, no obligation.