At every level of sport, the challenge is no longer having access to data, it’s actually getting something out of it without becoming overwhelmed.
As performance technology continues to advance, coaches and practitioners are faced with an increasing volume of information. The real advantage lies in the ability to translate that data into clear, actionable insights that enhance performance and take into account how the players feel in the moment.
For clubs like AS St. Étienne, one of French football’s most historic institutions, with ten Ligue 1 titles and significant expectations that come with that legacy – balancing match demands, individual player needs and real-time decision-making is part of the daily routine.
For the club’s performance staff, success isn’t about collecting more data – it’s about identifying what actually matters and using it to make better decisions in the moments that count.
Balancing Data With Player Feedback
For Donough Holohan, Director of Performance, this balance is one of the defining challenges.
It’s not simply about collecting accurate metrics, but about understanding when to trust the numbers and when to lean into player feedback and more importantly – how to bring both together in a meaningful way.
“One of the most difficult parts of this job is managing the balance between what objective data is telling us and what the players are feeling”.
In an environment where every movement can be tracked and analysed, simplicity becomes a competitive advantage.
However simplifying data doesn’t mean reducing its value, it just refines its purpose, filtering out noise and focusing on the metrics that actually informs preparation.
Holohan continues
“The data we get from STATSports is really useful. It isn’t just about how somebody runs, their direction, or the intensity, its about why they did that and we must always remember that.”
Understanding the “Why” behind the numbers allows the coaches and staff to think beyond surface level analysis, it connects physical output with context, decision making and real time match scenarios.
This deeper layer of insight will enable more informed conversations between the players and staff, which ultimately leads to better outcomes on the pitch.
Turning Live Data into Actionable Information
That connection between insight and action is something Djo Petit Jean, St. Etienne’s Physical Preparation Coach, sees first hand in his day to day work.
For him, the evolution of live data has been a game changer, fundamentally changing how and when decisions are made during training.
“What’s great about the Apex 2.0 system is how quickly we get the data, especially the live feedback. It allows us to adjust sessions instantly on the pitch”.
This immediacy of the live data has transformed how training is delivered. Instead of waiting until after a session to review performance, coaches can now intervene in real time to fine tune workloads, managing intensity, and respond to the needs of individual players as they unfold.
“It allows us to make quicker decisions and build training sessions that are even more individualised. That precision helps us get more out of players, both during training and in matches”.
Being able to individualise training is particularly important in today’s performance landscape, where marginal gains can make a significant difference.
By tailoring workloads to each athlete, practitioners can optimise development while reducing the risk of overload.
Informing In-Game Decisions
When asked to describe the Apex system in just three words, Petit-Jean’s response reflects its core strengths.
“Reliability, instantaneous and accuracy”.
These qualities become even more critical in high pressure match environments, where decisions must be made quickly and with confidence.
For Performance Science Manager, Calum Daley, access to live data has provided an additional layer of clarity when it matters most.
“We had a situation where we weren’t sure if a player was fully able to compete in a match, but because we had the data coming through live on the iPad, we were able to monitor his performance throughout the game”.
As the match progressed, subtle trends began to emerge, the kind that might have otherwise gone unnoticed without the real time tracking.
The team having instant access to this live data allowed them to relay the player information back to the coach, who can then implement any necessary changes.
“There was a instance where his data started to reduce as the game went on, we were able to pick up on that immediately and relay the information back to the coach”.
Moments like these highlight the evolving role of performance data in sport, its no longer just about post match analysis or long term trends, it has become an active tool that shapes decisions in real time, influencing both training and competition as they unfold.
Importance of Clarity
Across all three practitioners, a consistent theme emerges – clarity.
In a scene saturated with metrics, the most effective teams are those who can refine complexity into meaningful insights that players and coaches can trust and act upon.
For St. Étienne, that clarity has carried even greater importance during a season shaped by the pressure of returning the club to where many believe it belongs.
Throughout a demanding promotion push, the ability to make quicker decisions, individualise workloads and manage players with greater confidence has helped create a more responsive performance environment – one where staff can react in real time rather than retrospectively.
That doesn’t guarantee results on its own. But across a long season where margins are thin and expectations are high, those small decisions can have a major impact.
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