It started in the summer of 2024. Kaiden was a distance runner at the University of Saskatchewan, training year-round, at practice every day, doing the work. Away from the track he kept running into the same problem.
The coaches were great, and stretched thin. When you are responsible for thirty, forty, fifty athletes, you care about every one of them and there are still only so many hours. The tools did not help: workouts lived in spreadsheets, feedback got buried in group chats, and training history vanished the moment someone switched programs. The apps that existed were built to track one athlete at a time, so managing a whole team meant falling back on spreadsheets and memory.
That is the trade coaches have been stuck with for years: know one athlete really well, or manage a roster, but not both. So things slip. A coach notices someone has been off for a couple of weeks without the data to back it up. An athlete fills out a wellness check nobody has time to read. The care is there; the tools are not. And athletes training on their own were left out of the picture entirely.
Kaiden thought that was fixable. What if you built for coaches with whole teams, and then made the insight per athlete better than any one-on-one tool? Not better despite the roster, better because of it. When everyone on a team feeds the same system, patterns appear that you would never see alone. You can compare across the group, spot who is trending up and who is quietly falling behind, and coach ahead of the problem instead of reacting to it.
In 2025, Bennett joined to help build it. A coach creates a session, sends it to the team or a specific group, every athlete completes it on their own time, and the feedback flows back on its own. The next session is smarter for it, and instead of drowning in admin the coach is actually coaching — with real information, for every athlete on the roster. Athletes without a coach get the same structure and insight from Cue. Parents stay connected. Organizations run programs across teams without it collapsing into a spreadsheet.
That work led somewhere bigger than we expected. Fixing coaching taught us what coaching actually is: knowing an athlete well enough to give them exactly what they need, when they need it. That is the mission now. Every athlete deserves a capable coach in their pocket who knows them — Cue is that coach. Crews give you people to train alongside, and health and longevity are built in rather than bolted on.
There is a lot left to build. But the gap is real and we are well into closing it, for the athlete alone at 6am with nobody watching and for the coach stretched across fifty athletes who still wants to know each one. Both deserve better tools. We build for both, athlete first.