Who We Are

After Action is a simple, free mobile app that allows coaches to review players and have players review themselves. After Action was founded in 2014 to bring the world of reviews & feedback to teams and organizations. We are a small, tight knit group of software engineers and former athletes. If you have any ideas or feedback for us, we’d love to hear it.

We are based just outside of Philadelphia in Wayne, PA.

What We Believe

  1. The best teams are hyper-communicators.
  2. Feedback loops are the engine rooms of improvement.
  3. Feedback frequency and intensity should be inversely proportional: the more often you ask for feedback, the less you should ask, the less often you ask for feedback, the more questions you can ask.
  4. In the absence of a review system, negative “team politics” can flourish.
  5. Reviews should start conversations among managers and talent, not end conversations. Do not “hide” in the technology.
  6. Good ideas are immune to hierarchical origin. A good idea is a good idea.
  7. “Culture” is the hardest thing for an organization to create, change, destroy or replicate.
  8. The flexibility of culture is directly proportional to communication. The more an organization can communicate, the more culture can evolve and change.
  9. The existence of a review system influences behavior (usually positively).
  10. People are social – you never know what they will say until you ask them.

Advisory Board

Philadelphia Union Academy

Jeff Cook
Head Coach

Honors / Qualifications:

  • Philadelphia Union Assistant Technical Director
  • 18-Year NCAA Division I Head Coach
  • 5 Ivy League Championships, 12 NCAA Tournament Bids
  • UEFA Pro License
  • UEFA Advanced Coaching Diploma – SFA “A” License
  • US Soccer Federation “A” License

Georgetown University Soccer

Brian Wiese
Head Coach

Honors / Qualifications:

  • 2012 NCAA Division I Coach of the Year
  • 8-Year NCAA Division I Head Coach
  • 14-Year NCAA Division I Assistant Coach
  • 15 NCAA Tournament Bids
  • US Soccer Federation “A” License

Fremont Youth Soccer

Richard Caldwell
Director of Coaching


Honors / Qualifications:

  • 12 Years, Multi-National Youth Coach
  • Bolton Wanderers International Talent Scout
  • US Soccer Federation “B” License
  • USYS National Youth License
  • FA Level 2 Coaching Certificate