PEP
ITENES
Bring PEP to your club

The assistant coach you always wanted.

A coach for every player, working to the head coach’s plan. The club buys it, the staff runs it.

Bring PEP to your club I’m a player
The PEP back office: the staff’s directives for one player, on demo data (Italian interface)
The player app: today’s content starts from the coach’s priority, on demo data (Italian interface)

One line from the coach, a week of work.

Staff directive

Rossi: positioning on the offside line. High priority.

  1. Monday

    Two clips on when to step up and when to drop. One question to find out what he sees on the pitch.

  2. Wednesday

    A situation like the ones in his last match: where would you have stood?

  3. Friday

    The match plan. One goal and one word to remember: line.

  4. After the match

    Two questions. The player decides what to share with the staff.

Today the clips are animated tactics boards. From 2027, clips of his own matches too, uploaded by the staff.

The next 14 days in the player app, on demo data (Italian interface)

Content is free. The right content isn’t.

Drills, tactical videos and explanations are everywhere, often for free. Finding them is not the problem. The problem is knowing which one this player needs this week, for the way his team plays. That is the coach’s call. PEP gets it to the player at the right moment.

On Monday Rossi opens PEP and finds two clips on the offside line, picked because the coach wrote that line.

An assistant for the staff. A coach for every player.

For the staff

  • Write a directive for the squad or for one player, with its priority. PEP turns it into daily work.
  • Load the club’s game model. PEP uses your words, position by position.
  • See the work assigned and how the squad responds, without individual report cards for the club.

For the player

  • PEP writes when there is a reason: the day before a match, the day after, recovery days. Once a day at most.
  • You know in advance what is coming in the next 14 days, and why.
  • What PEP knows about you, you can see, correct and delete. Ratings only if the club wants them.

It started with work done at Arsenal.

For five seasons, alongside Mikel Arteta, Carlos Cuesta worked one-to-one with every first-team player: sessions after training, filmed and reviewed together.

The method works. It needs a dedicated coach for every player, though, and almost no club can afford that. PEP exists to give that work to the whole squad.

Carlos Cuesta, co-founder

  1. 2014-18Atlético Madridacademy
  2. 2018-20Juventusacademy, Under 17 assistant
  3. 2020-25Arsenalassistant to Mikel Arteta, individual development
  4. 2025/26Parmahead coach in Serie A
A coach watches a player from the touchline at night (illustration)
Illustration

Built for the player, not to monitor him.

  • The club gets no report cards on individual players, and wellbeing answers stay with the player.
  • PEP always says it is an artificial intelligence.
  • In academies, a parent consents for players under 14. No private chats between an adult and a minor.
  • Player data is never sold.

How to start

  1. Demo

    We show PEP to the head coach and the sporting director, on demo data.

  2. 2027 pilot

    February to June with the first team. Paid, and deducted from the licence.

  3. Licence

    For the season: first team and, if you want, the academy.

Bring PEP to your club

Are you a player who wants PEP?

The club buys it. Join the waiting list and, if you want, we will introduce PEP to your club.

I’m a player