THE AI ARMS RACE IN FOOTBALL HAS STARTED

Every Serious Staff Is About To Have An AI Second Brain And An AI Coordinator

Book a free Zoom call to see exactly how you can get ahead of AI for the 2026 season.

Watch: What a Football AI Coordinator actually does for a staff.

Thad Wells—a 5x Head Coach, State Champion, and P4 assistant.

It's not coming. It's here.

You already know AI is coming to football. Nobody has told you what it actually means.

For twenty years, every staff has been built around the same positions. Coordinators. Position coaches. Analysts. QC. Recruiting ops. Strength. The same org chart at every program in America.

In the next two years, every serious staff is going to add one more — the way strength coaches, then analysts, then GMs each became standard. Some will hire it. Some will assign someone currently on staff.

It will be called the AI Coordinator. And right now, "use AI" for most staffs means a GA with a ChatGPT tab open and a head coach quietly worried the program across the field is getting ahead.

Why generic AI isn't enough.

A chatbot doesn't know your football. A Coordinator does.

Generic AI doesn't know your scheme.

Generic AI doesn't know your head coach's philosophy or voice.

Generic AI doesn't know how to build your Tuesday 9-on-7 script.

You don't need another chatbot. You need a system that has your playbook, your terminology, your standards, and your weekly rhythm built in — so the work it produces reads like your program wrote it.

That's the Second Brain.

With the AI Coordinator installed:

  • Sunday AM: drop in your Hudl tendencies and the coordinator's notes → out comes a scout report in your terminology, a coordinator question pack, and a player one-pager

  • Monday: practice script and staff checklist drafted off your install plan and the opponent's tendencies — your staff reviews, edits, prints

  • Monday PM: staff-meeting agenda built from last week's action items and this week's priorities

  • All week: parent, recruiting, and booster drafts in your voice — you approve in seconds before anything sends

Let's be clear about what this isn't.

We're not promising AI calls better plays than your staff. We're not selling magic, we're not replacing coaches, and we're not asking you to hand a black box your program.

The hard, judgment-heavy football calls stay with your coaches.

AI does the boring, repeated, hours-eating work around them — prep, scripts, comms, organization, program memory — so your staff gets to coach.

Anyone selling you autonomous play-calling is selling you a problem.

Who This is For

These calls are designed for college and high school football coaches and staff:

  • Head Coaches

  • Coordinators

  • Ass. Head Coaches

  • GMs and DFOs

  • Any coach who wants to learn more about AI and is ready to get ahead

What We Discuss On The Call

We will discuss anything you want when it comes to AI but our goal is to show you what the next 2 years are going to look like when it comes to AI and give you a plan for what to do with that insight.

Who is Thad?

Thad Wells is the coach behind Rooski.

Twenty years coaching football — high school and college. Five head coaching jobs. A state championship at 29, in his third year as a head coach.

He's also seen it from the top.

Thad spent time inside Bronco Mendenhall's program at Virginia — working both sides of the ball, self-scout, and opponent breakdowns. His marketing background got him named the football team's NIL representative right as that world was taking off. He got a front-row seat to how a major program structures its game planning, runs its staff, and communicates with players at scale.

Then he took what works at every level and built it into one system.

Rooski didn't start as a tech company. It started as Thad's fix for his own staff — 20 to 30 hours a week of prep, endless spreadsheets and hand-drawn cards, and kids still lining up wrong. He turned his playbook into simple pictures. He built a repeatable way to run scripts, scout cards, and call sheets. He ran it for years and refined it until installs got faster and players stopped thinking and started playing.

Other staffs saw it and asked for it.

That was the whole business at first — one coach handing another coach the thing that gave him his week back.

Since then, more than 1,000 coaches — youth to the pros — have run Rooski tools. Thad has consulted with programs across the country from the high school to college.

Thad left coaching in 2025 to build Rooski full-time. That's the part that matters for this call: he's no longer buried inside one program, so he can look at yours from the outside — the way you wish someone would.

©2026 Rooski