Chelsea FC
Powering the next generation of football
From pitch to pocket
Established in 2018, Chelsea Digital Ventures (CDV) is a digital-first consumer products and technology business spun out of Chelsea FC. CDV builds tech-led health, fitness, and sports training products that translate professional club expertise for everyday athletes and consumers.
Through a competitive pitch process, Apadmi was selected to design and build four products within that portfolio: Perfect Play, Blue Fuel, Duo Fit, and C-Score. Each product presented a distinct technical challenge from augmented reality and computer vision to personalised nutrition engines and clinical health monitoring. What connected them was a shared ambition: to bring the performance expertise of a world-class football club to a much wider audience.
Apadmi also worked with Chelsea FC to deliver a data warehouse solution, enabling the club to make smarter, data-informed business decisions across multiple sources
Perfect Play: AR coaching from Chelsea’s academy
The centrepiece of the CDV portfolio, Perfect Play is a development coaching app for iOS and Android that uses augmented reality and computer vision to deliver personalised football training plans for players of all abilities, genders and ages. The experience is rooted in the same drills and training methods used in Chelsea FC’s elite academy.
Apadmi worked closely with Chelsea’s coaching team to translate real training drills into a digital format, building a bespoke framework that interprets academy-authored scripts and renders them as interactive, AR-guided training sessions. Using pose estimation, computer vision, and built-in smartphone functionality, the app tracks users’ movements in real time and delivers coaching feedback as they train, with or without a ball.
Personalised plans
Personalised training plans adapt across agility, ball mastery, dribbling, passing, shooting, speed, strength and resilience, giving every user a tailored pathway to improvement.
Tracking progress
Real-time feedback and skill analysis helps users measure progress and build on it with each session, replicating the experience of working with a Chelsea coach. The Academy Experience uses innovative player tracking to chart development over time, giving users visibility of their own progress.
Data-driven experience
Behind the app, Apadmi built a data lake to support ongoing analysis, optimisation and secure integration with third-party systems.
A multi-audience app
Although Perfect Play was originally designed for young people over 13, its real-world impact quickly extended beyond that. Chelsea FC’s own youth academy squad adopted the app for remote training, using it to maintain their development programmes when in-person sessions weren’t possible. It was a powerful validation of both the product’s quality and its practical relevance, even at elite level.
RESULTS
The app launched internationally, building an audience across Australia, Canada and New Zealand, with engagement notably spiking during school holiday periods in each market.
The Perfect Play app made an immediate impact, backed by an influencer campaign featuring Chelsea legends and current Premier League players.
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2M+
App Store views
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1ST
app to integrate LiDAR Scanner
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4
countries
Blue Fuel: pro-level personalised nutrition
Blue Fuel brings the nutritional expertise of professional sport to amateur athletes across more than 40 disciplines. The concept was simple: give everyday athletes access to the tailored nutritional support that elite performers receive, and delivered affordably.
A FLEXIBLE PLATFORM
Apadmi’s task was to build the end-to-end digital system that made this possible. The result is a robust back-end platform, native iOS and Android apps, and a flexible content management system that works together to deliver genuinely personalised nutrition plans at scale.
Personalised advice
A complex recipe engine analyses each user’s body composition, activity levels and fitness objectives to build a nutritional programme of supplements and recipes calibrated to their goals.
A custom activity interface lets users drag training sessions into a calendar, specifying intensity, duration and recurrence. This gave Blue Fuel everything it needs to adapt recommendations as schedules change.
DATA-BACKED RECOMMENDATIONS
Supplement recommendations are paired with nutritional guidance and linked to a monthly delivery, ensuring athletes always have the right products arriving at the right time.
Ongoing performance tracking monitors which supplements a user has consumed, measures upcoming training events and competitions, and generates the next personalised package recommendation automatically.
C-Score: clinical health monitoring
C-Score is a clinically validated, free-to-use health monitoring tool developed in collaboration between CDV and global health technology company Huma. Apadmi was tasked to build the app.
The app measures health across seven key indicators, including heart rate, sleep, alcohol consumption and waist-to-height ratio, to generate a personal C-Score between 0 and 100. Initial scores are calculated through a series of tests taking less than 10 minutes in total. The app then sets personalised health goals and tracks progress over time.
C-Score has been developed with leading public health experts and validated against 500,000 UK health records. Research shows that a 10-point increase in a C-Score can reduce the relative risk of death from preventable diseases, including heart attack and stroke, by 31% over the next 10 years.
Four products, one shared ambition
The Chelsea Digital Ventures engagement demonstrates what Apadmi can deliver when a partner has genuine ambition. A portfolio of technically complex, commercially relevant digital products built across AR, nutrition, hardware integration and clinical health — each one pushing the boundaries of what mobile can do in the sports and wellness space.
From training an aspiring footballer in their back garden to helping a professional nutritionist scale their advice to thousands of athletes at once, every product in the CDV portfolio was built around the same principle: that world-class expertise should not be limited to those with world-class resources.
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