Better swimming starts with effortless feedback.

Anders Sandfuss is an Associate Professor in Sports and Psychology, with more than 10 years of experience in coaching a range of sports. Thomas Terney holds a PhD in Computer Science and Artificial Intelligence and has more than 20 years of experience in developing innovative technological solutions.

Both have a passion for sports, both as participants and as educators and innovators focussed on improved performance, whether that be of seasoned professionals, aspiring Olympians or amateurs who just want to see improvement.

Our ethos is simply that every swimmer should be seen and that every coach should have the tools to help push them to achieve their very best.

Both founders have always been driven to be better and to help others better themselves. We believe that video feedback is an essential part of modern swimming training and that it should be accessible, simple to deploy and easy to use. We see Athlee as the assistant coach that never tires and the critical friend that is on your side

Technology is only as good as its ease of use, so we want using Athlee to be second nature for swimmers and their coaches. Our aim is to make it every bit as intuitive and ubiquitous poolside as a stopwatch. It should be used daily, as part of every training routine and regime, allowing swimmers to see their own improvement and growth.

Our joy comes from seeing swimmers improve and our gold medal is the smile of a swimmer beating yesterday’s times or nailing that kick or turn that has always evaded them. We want you to win and enjoy doing so.

Many businesses are founded upon a eureka moment, but Athlee came into being via a genuine astonishment that no one had thought extensively about cameras and swimming training before. Since beginning, we have done nothing else but think about that.

Co-founder Thomas Terney’s daughter, a competitive swimmer, was finding her comeback from injury frustrating, so Terney started to explore what options for in-water cameras for coaches were out there. He was shocked at the reality. But it sparked an idea.

Thomas’s fellow founder Anders Sandfuss was equally perplexed when the pair got out on the road to see how professional coaches were approaching camera and screen use poolside. What they witnessed often involved coaches dragging televisions through clubs or improvising systems to pull a camera along the pool’s floor. No solution they saw was either safe or satisfactory.

Anders and Thomas both knew that simple, safe and useful video camera feedback was achievable and could be so much better than what existed. But they wanted better than that for their users. They wanted a ‘drop and go’ system that provided instant feedback, was portable, easy to set up and a breeze to use.

Athlee was born in May 2020, with the first version of the camera being with professional coaches by January 2021. Such was the demand for Athlee that orders were being made before a working model was available to view. It was at this point that the pair realised they really had done the right thing.

Ongoing product development, and seeing their cameras in action, allowed Anders and Thomas to improve the camera and its video feedback system. Everyone who saw it in use wanted to get their hands on one, even the coach who witnessed the demise of what turned out to be an non-waterproof prototype. He ordered two.

Athlee is now trusted by top coaches worldwide, and is used to coach everyone from beginners to record holders and gold medallists. It allows swimmers to be seen and swimmers to see their own improvement instantly, then go again and be better still.

Athlee is used by club coaches, international elite coaches and the coaches of Olympic and World Championship gold medallists alike, but it is the best reactive coaching tool for coaches at any level. Athlee video feedback provides coaches with a means to show athletes where they are going wrong and where they are getting it right, providing constant reinforcement of messaging and driving improvement.

Danish design is highly-regarded the world over, and for good reason. Athlee follows a tradition of quality, reliable Danish design and manufacturing, using top quality components, extensive development and feedback from the world’s best coaches to ensure that it will always be the very best coaching aid available. We build with coaches’ needs in mind and are constantly looking for ways to improve the user experience, innovating and testing slowly so you only ever get our personal best.

Athlee is simple to set up, easy to use, and delivers instant, high-quality feedback in any condition. It’s a game-changer for coaches and athletes alike—and no other camera or system comes close.

We don’t believe in pushy sales tactics—just in showing you what Athlee can do. Book a no-obligation demo and see for yourself. We’re confident you’ll be impressed. We’re certain it will improve your coaching.