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PSV and The Athlete’s FoodCoach: Pioneering the Future of Football Nutrition

In 2017, PSV Eindhoven became a true pioneer in football nutrition, launching the first version of FoodCoach. Based in Brainport Eindhoven, home to innovation leaders like ASML and Philips, the club embraced science and technology to optimize player performance through precision nutrition.

What started as a simple meal-planning app has now evolved into a game-changing, AI-driven platform that fuels PSV players with hyper-personalized nutrition—perfectly aligned with their training, recovery, and match demands. And with a new five-year partnership signed in 2023, PSV is set to stay at the forefront of performance nutrition for years to come.

Image of The Athlete’s FoodCoach
Written by: The Athlete’s FoodCoach, on 02-02-2025
Director of FoodCoach, Robert Jan Koens (left), shaking hands with director of PSV Earnest Stewart on a new key partnership in 2024
Director of FoodCoach, Robert Jan Koens (left), shaking hands with director of PSV Earnest Stewart on a new key partnership in 2024

The Journey: From Innovation to a Performance Breakthrough

PSV’s pioneering nutrition journey started with a simple but revolutionary idea: what if every meal was as strategic as training?

🔹 2017 – The First Step The first version of FoodCoach was introduced—a simple app that provided players with macro-balanced recipes tailored to their training and match schedules: 🔥 Fuel to Perform – pre-game energy optimization 💪 Fuel to Recover – post-training muscle recovery 🛡 Fuel to Protect – rest-day nutrition for injury prevention

🔹 2019 – Bringing Nutrition into Daily Club Life Players could now order meals through the app, ensuring that the food they picked up at the club matched their personal plans.

🔹 2021 – Performance, Anytime, Anywhere PSV introduced Grab & Go fridges, stocked with performance-focused snacks and meals designed for recovery, endurance, and injury prevention. Players could grab what they needed immediately after training or take meals home for seamless fueling.

FoodCoach fridges at the Herdgang (training centrum of PSV in Eindhoven)
FoodCoach fridges at the Herdgang (training centrum of PSV in Eindhoven)

🔹 2024 – The Hyper-Personalization Revolution This season, PSV launched hyper-personalized meals at the club, pushing sports nutrition to a whole new level. Each player now receives: ✅ Daily macro targets fine-tuned to their training load ✅ Nutrition fully adjusted to the exact type and duration of on-pitch sessions ✅ Meals prepared to match their personal needs

With The Athlete’s FoodCoach, players no longer need to guess—they have complete peace of mind, knowing every meal is optimized for their performance and recovery.

PSV players make use of the FoodCoach app at the buffet after a training session in Eindhoven
PSV players make use of the FoodCoach app at the buffet after a training session in Eindhoven

Results That Speak for Themselves

With precision fueling now embedded in the club’s performance strategy, PSV is seeing game-changing results:
✔ Stronger finishes in matches—more goals in the closing stages
✔ Fewer injuries—players recover faster and stay fit longer
✔ One unified performance vision—nutrition is now at the core of how PSV prepares for success
✔ Happy, engaged players—who understand how to bring their macro game to the next level.

The Next Five Years: Fueling the Future

PSV’s commitment to cutting-edge nutrition was solidified in 2023 with a new five-year partnership with The Athlete’s FoodCoach.

“We are thrilled to bring even more expertise into our club with The Athlete’s FoodCoach. Their track record in elite sports speaks for itself, and we believe this partnership will take PSV to the next level.”
– Earnest Stewart, PSV Director of Football Affairs

The impact extends beyond the first team. Plans are already in motion to introduce FoodCoach Premium at the PSV Academy, ensuring future generations of players develop elite-level nutrition habits from day one.

“I hope this unique approach, which has already made history in cycling by helping Team Visma | Lease a Bike win all three Grand Tours last year, will also help PSV write football history.”
– Robert Jan Koens, Director of The Athlete’s FoodCoach

As PSV continues to push the boundaries of performance, The Athlete’s FoodCoach remains at the heart of their innovation strategy—ensuring every player is fueled for success, one meal at a time.

Interested in working together with FoodCoach?