Last updated: 25 August 2026
Complete Coach Aussie Rules is made by Matthew Edwards, ABN 44 523 291 099, a sole trader in New South Wales, Australia. The app is built to collect as little as possible. There is no account, no server, and no analytics. Here is exactly what that means.
Everything Complete Coach remembers is stored locally on your device using Apple's SwiftData framework. That is the whole story unless you turn on iCloud sync, an optional toggle in Settings that is off by default. Turn it on, and the same information is also copied to your own private iCloud account, so it comes back if you lose your phone and stays the same across your iPhone and iPad. See iCloud sync below for what that changes and does not change.
What is stored, whether or not sync is on:
The app itself never sends any of it anywhere, except to your own private iCloud account if you turn sync on. See iCloud sync below.
This is the part worth reading twice. Most of what you put into Complete Coach is about someone else: your players, and in a junior side that means children. That information stays on your device, and in your own private iCloud account if you turn sync on, and I never see it, but you are the one holding it.
Enter only what you actually need to coach the side. A first name and a number is usually enough. The notes field and the player photo are both optional, and the app works perfectly well without either. If your club has its own rules about member information, or about photographs of juniors, follow those rather than the app's convenience. If a parent asks you to remove their child's details, deleting the player in the app deletes them from the device, and from iCloud too if sync is on.
If you turn on iCloud sync, player names, notes and photos are copied to your own private iCloud database along with everything else. Apple encrypts that copy with a key that only your own signed-in devices hold, so neither Apple nor I can read it.
Complete Coach keeps what you enter on your device for as long as you keep the app. With iCloud sync off, there is no copy anywhere else, so there is nothing for me to hold on to or delete on your behalf. With sync on, the same information is also kept in your own private iCloud account, and it is not automatically removed when you delete the app, because by that point it is your data sitting in your Apple Account rather than something the app can reach to delete on its way out. To remove it, turn sync off in Complete Coach's Settings first, or go to Settings → Apple Account → iCloud → Manage Account Storage on your device and remove Complete Coach's data from there.
Delete individual players, games or plays inside the app whenever you like, or use Reset All Data in Settings to clear everything at once; with sync on, Reset All Data removes the iCloud copy as well as the copy on this device. If you delete the app from your device, iOS removes the local copy with it, so export anything you want to keep first, and if sync was on, remove the iCloud copy as above since deleting the app alone will not. A device backup made earlier may still contain a copy of what was on the device at that time.
With iCloud sync off, no information from Complete Coach is disclosed overseas, or anywhere else: nothing leaves your device unless you send it yourself through the share sheet.
Turn sync on, and your data is stored on Apple's CloudKit servers, which are not in Australia. Two things are worth telling apart here, because they are genuinely different. First, the data does go overseas, to Apple's infrastructure, as part of how CloudKit works. Second, it is not disclosed to me, or to any third party, in any country: it goes to your own private database under your own Apple Account, encrypted, and I have no way to read it or access it at all, wherever Apple's servers happen to sit. That second point is the one that matters for whether anyone's information is being handed to someone else, and the answer stays no.
Complete Coach's data lives in the app's own container on your device. If you use iCloud Backup, or an encrypted backup to a computer, iOS includes that container in the backup along with your other apps. That backup is made by iOS under your own Apple Account and Apple's terms, not by Complete Coach, and I have no access to it. If you would rather the app's data was not included, you can exclude it from iCloud Backup in the iOS Settings app, under your Apple Account, then iCloud, then Manage Account Storage and Backups.
This is a different mechanism from Device Backups above, and worth not conflating with it. Complete Coach can, if you turn it on, keep your teams, players, games and plays copied to your own private iCloud account, so they come back if you lose your phone or set up a new one, and stay the same across your iPhone and iPad. It is off by default, and turning it on is a deliberate step in Settings, with a confirmation that says plainly what is about to be uploaded.
The data goes to a private CloudKit database under your own Apple Account. Only devices signed into that same Apple Account can read it. I have no access to it, the same as everything else on this page. Turning sync off stops the mirroring and keeps your local copy; it does not delete what is already in iCloud, which is covered in How long it is kept below.
When you export a squad, a play or a video, Complete Coach hands that file to Apple's standard share sheet. Where it goes from there, whether Files, Messages, email or another app, is entirely your choice at that moment. The app itself does not transmit it anywhere.
A squad file contains your players' names, numbers, ratings, availability and notes, so treat it the way you would treat a team sheet: send it to the people who need it and no further. Player photos are deliberately left out of squad exports. Play and video exports contain only what is drawn on the board, no player details.
If you add a photo to a player, you pick it through Apple's own photo picker. The app receives only the single image you choose, and it is stored in the app's container on your device. Complete Coach never gets access to the rest of your photo library, and it never uploads a photo anywhere.
The one-time unlock is processed entirely by Apple through StoreKit. I never receive or have access to your payment details, your Apple Account, or your name. What the app is told is whether a purchase covering this device is currently active. That relationship is between you and Apple. Family Sharing is enabled for the unlock, which is handled by Apple as well, not by the app.
Complete Coach is a tool for coaches, and it is used by adults. It has no account, no chat, no user-generated content shared with anyone, and no advertising. It collects nothing about the person using it, of any age. Where a coach records details of junior players in the app, those details stay on that coach's device, and in that coach's own private iCloud account if sync is on, and are covered by the section on information about other people above.
If this policy ever changes, for example because a future version of the app adds a feature that does send data somewhere, this page will be updated and the date above will change.
If you are unhappy with the way Complete Coach handles information, email me at mattsappdevelopment@gmail.com with the word "Privacy" in the subject line. Tell me what happened and what you would like done about it. Complete Coach is run by one person alongside a full-time job, so I aim to acknowledge your email within 5 business days and to give you a written answer within 30 days.
If you are not satisfied with my answer, or you do not hear back, you can also raise it with the Office of the Australian Information Commissioner at oaic.gov.au or on 1300 363 992. You should know that because Complete Coach is run by a small business, the OAIC may not be able to investigate a complaint against me. Its site explains what your options are either way, and I would rather tell you that up front than have you find out after you have written to them.
Questions about this policy, or about what Complete Coach holds: mattsappdevelopment@gmail.com