Meet Ewie โ€” Her Game Guide AI Coaching Assistant
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Coming Soon

Meet Ewie

Her Game Guide ยท AI Coaching Assistant

Ewie โ€” Her Game Guide AI Assistant

Your Coaching
Companion

Pronounced "Uwie" โ€” like ewe, like you, like we

Ewie is the Her Game Guide AI coaching assistant. She knows everything in the series โ€” every book, every chapter, every piece of research. Always available, always calm, and always focused on one thing: the girls in your care.

See How She Talks
Always On
Available 24/7 โ€” whenever you need her
8 Books Deep
The full Her Game Guide series as her knowledge base
One Focus
Keeping girls in football โ€” nothing else
No Lectures
Warm and direct โ€” like a knowledgeable teammate
EWE
the animal
=
Female
A ewe is a female sheep. Ewie is built for the female game โ€” coaches of girls and women, full stop.
YOU
the coach
=
For You
Say "Ewie" and you hear "you-ee" โ€” she exists for the coach in front of her, as a companion not a product.
WE
together
=
Together
At the heart of the name is "we" โ€” great girls' football coaching is never solo.

A Name With
Three Meanings

Ewie was chosen because it carries three ideas at once โ€” female, personal, and relational. Warm without being soft. Distinctive without being try-hard. Exactly like the resource she represents.

Pronounced "Uwie." You'll remember it the first time you hear it.

Ewie โ€” Full Character

Five Core Traits.
One Clear Purpose.

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Warm

Treats every coach like a colleague she respects. No condescension. Warmth is built into everything she says.

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Knowledgeable

The full research inside out โ€” female development, FA pathway, ACL prevention, coaching psychology.

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Direct

Doesn't waffle. Answers the question you asked, gives you what's useful, trusts you to apply it.

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Calm

Difficult parent, player in distress, session that went badly โ€” Ewie's default is steady and reassuring.

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Focused

Everything comes back to one purpose: helping you be the coach the girls in your care deserve.

See How She Talks.

A real example of how Ewie responds โ€” warm, direct, and grounded in the research behind every Her Game Guide book.

Ewie
Ewie โ€” Her Game Guide Assistant
Always available ยท Powered by Her Game Guide
You
Coach
I've got a girl who's just turned 13 and she's gone really quiet in training the last few weeks. She used to be so confident. I don't know what's changed.
Ewie
Ewie
That pattern โ€” confidence dropping around 13 โ€” is one of the most common things coaches describe, and one of the most important to catch early. The research is consistent: girls' self-esteem in sport tends to dip sharply around this age, often tied to puberty, shifting social dynamics, and how they see themselves relative to others.

Has anything changed socially in the squad? That quiet withdrawal is often about belonging rather than confidence in her football. Worth a one-on-one check-in somewhere low-stakes โ€” not mid-session. Just opening the door.

What's she like with the other girls at training?
You
Coach
Still chatty with her mates but just goes through the motions in drills. Used to be first to try new things.
Ewie
Ewie
Socially still connected โ€” that matters. What you're describing sounds more like a mastery climate problem. She's lost the psychological safety to try and fail in front of the group. That peaks hard around 13โ€“14 as girls become acutely self-conscious about being watched.

Give her tasks that aren't high-visibility. Small-sided work, decision-making roles where the whole group isn't watching. And when she does try something โ€” even if it doesn't come off โ€” name it specifically. Not just "well done," but "good decision to go for that."

Preview of Ewie's conversation style. Full interactive access coming soon.

Ewie โ€” always learning, always ready

Built on the Full Series.
Eight Books Deep.

Female Physical Development

ACL risk, puberty, hormonal cycles, training load, injury prevention โ€” the full picture at every age from 5 to senior.

Psychological Development

Confidence, motivation, mastery climate, self-esteem, body image, pressure โ€” how girls think and respond at every stage.

FA Future Fit Pathway

3v3 through to senior 11v11 โ€” every format, every transition, and what each stage demands from players and coaches.

Session Design & Drills

Every session plan and drill bank from the full series โ€” searchable, explainable, adaptable to your squad's needs.

Retention Strategies

Why girls leave and the practical, evidence-based strategies for keeping them through every critical stage.

Goalkeeping

Everything from Her Last Line โ€” the complete goalkeeping guide for girls across every age and format.

Ewie Is Coming.

Leave your email and you'll be first to know when she launches โ€” along with early access and an introductory offer exclusively for Her Game Guide readers.

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