Footly started from a problem Angel Stoevski knew as an athlete: serious soccer players could record their own training and match clips, but most did not have an expert eye to break down technique, positioning, movement, recovery, and next steps. Generic drill libraries were not enough. The product promise became an AI soccer coach that could turn uploaded clips into frame-by-frame feedback, personalized training plans, schedules, nutrition guidance, and streak-based habit loops.

The first version was rough. The MRR Story interview describes broken onboarding, friction around uploading the right video, and early UX mistakes that caused drop-off before users saw value. The useful move was not waiting for a polished app. The team kept shipping, watched where players abandoned the flow, and rebuilt onboarding until users reached the coaching moment faster.

Distribution came from founder-led community motion rather than paid ads. Angel built in public on X/Twitter alongside co-founder Mihael Borchevski, and the story frames the early pull as real players paying because the app solved a training problem they already felt. The live Footly site and App Store listing verify the current product positioning: AI video analysis, personalized football drills, progress tracking, match preparation, and consistency systems for players.

By the May 2026 MRR Story profile, Footly reported crossing $10,000 in Monthly Recurring Revenue by its third month, with more than 10,000 claimed player spots and 50,000 logged sessions. The bigger lesson is retention: for a training app, acquisition gets players to install, but streaks, fast feedback, and habit loops decide whether subscriptions survive.