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Automation in Amateur Football: How to Win Using Hudl Focus Flex

2 Jun 2025

6 min Read

By Tony Sprangers

An amateur women’s football team from from a small Norwegian town has found a new technological formula for success in the amateur game

Vikhammer,a small Norwegian village with a population with just over 7000 people, is gaining attention not only for its pristine fjords but also its football team, Malvik IL Women.

The club plays in the third division of the Norwegian football pyramid, but are a team that is swiftly on the rise - proven by winning the Trøndersk Mesterskap (Norwegian Cup) last season.

“We don't have a lot of time or financial resources," said Malvik Women's Team Coach Runa Asklund, now in her fourth season. “We’re a small organization and our players and coaches are either working or studying during the time they aren’t playing football.”

Malvik's Women's Team proudly celebrating their win in the Trøndersk Mesterskap Cup competition at the end of last season

Maximizing Performance on a Small Budget with Hudl Focus Flex

To best put their limited budget to use in order to find a time saving solution, Malvik decided on the Hudl Focus Flex automatic football camera.

“When I started as Coach in 2022, we didn’t have any type of camera to record our matches, then we graduated to a basic manual recording device, and now we have a portable camera we can use to record our matches in any location, home or away.

We mainly use the camera to record our matches and since there is no need for a camera person, this frees up a member of our team to save us time, and the footage from the Focus Flex camera uploads almost immediately to our Hudl App after the match is complete - this is the biggest time saver of all.”

The Focus Flex portable football camera can be quickly and easily set up at any location for hands-free recording.

Seeing more, Coaching smarter

The Focus Flex camera provides multiple angles of capture, including a tactical and extra wide tactical angle, which is useful on the training ground as another set of eyes, providing valuable perspective from areas the coaches can’t see from the sideline.

“If we are practicing our team structure, or our formation training, I can set the Focus Flex camera up before the session and using the Focus App, I can start and stop the recording with my phone,” explained Asklund.

“When we are train in structure, we are playing like we are playing in a match, but maybe not 11 versus 11, but 8v8 or 7v7 or scenarios with an uneven amount of attackers and defenders. When we look back on the footage, the angles provided from the Focus Flex camera show us key information such as who is in their correct positions and also the distance between players in formation.”

Footage from the Focus Flex camera can be viewed live on a device of your choice, with the ability to live switch between multiple angles giving a professional-level advantage at the amateur level of the game.

A team that plays “counter attacking with control”, according to their Coach, its a style that she describes as similar to Atletico Madrid, where defensive solidarity and clinical counter attacks meet.

To have a squad of part time players be able to execute such an effective game model, which returned silverware for the club last season, requires the players to understand their individual roles completely. This understanding comes via swift and accurate feedback from the coaching team.

“The players all have individual development plans and the footage from the Focus Flex camera feeds directly into these plans,” said Asklund.

“The players are getting clips quickly after every match that are attached to their development plan. We give them four or five clips which are always connected to their specific role in the team and how well they are attacking and defending with their teammates.

After every match, the first thing I do is to collect the team goals and share with them on Hudl. So less than an hour after the match, they can just click into the app and look into the goals we scored. All of the girls use Hudl on their mobiles, the notifications go straight to their phone and they can access the footage from the camera at all times.”

Record anywhere, any time with the Focus Flex camera. Professional level capture available for amateur level clubs.

Using Data to Drive Player Development

Having high quality footage quickly available after training and matches has played a key role in developing Malvik’s players into a cohesive unit, while the addition of data and statistics have helped develop them into a Cup winning team.

Using Wyscout Tag on Demand, footage produced on the Focus Flex camera is submitted to Hudl’s team of performance analysts, who provide a full breakdown of the match.

“Our Head Coach uploads the match footage captured on the Focus Flex camera and within 48 hours we have a full report of the match with a deep level of statistics and data,” said Asklund.

“It's great to have the report to rely on because the report is facts, not feelings. It’s not the feeling that we thought we, for example, had the ball 70% of the time. We can actually check this as fact in our Wyscout report.

We can look into the xG, duels and length of passes, which we use to inform the players about their performance and we do the same to analyze the teams we will soon play against.

For example, against one of our main league rivals, Ranheim IL, we struggled on one side of the wingback area, which we could see from our report and the match footage from the Focus Flex camera. So we took some clips from the match of the wingback playing on the struggling side and asked her to look into the distances. How far away are you from your opposition wingback and how close do you need to be?

The next week when we met them in the Cup competition, she solved the problem and she played amazing. This was the semi-finals and we went on to win that competition.

So before every match, we use this Wyscout report to analyze the opponent and then we can see where they are dangerous and also see where our opportunities are. From there we know where we can do some training on that on the field before the match.”

A full range of professional-level data is available in the Wyscout Report sent to Malvik within 48 hours of their last fixture ending.

The defensive stats from the Wyscout Report that led to the Malvik staff identifying a key weakness and improving for the next fixture against their local rivals. A Cup Final - which they won!

Leveraging Full Support, Wherever Needed

Even far out in the rural regions of Norway, Malvik gets fast, reliable support from Hudl’s Global Support Team.

“We were previously with a different camera provider where the customer service was a couple of days for a reply, which doesn’t work when you need your camera on match day,” explained Asklund. “With Hudl, we had a calibration issue on match day and very quickly we had someone on the phone to solve our problem.

After learning that we could combine Wyscout analysis with the camera quality of Focus Flex, it was a simple decision to change provider to Hudl.”

Across phone or email, expert guidance from Hudl's International Support Team is only a few clicks or a phone call away.

Victory in Cup competition this year is a remarkable achievement for a resourceful community club like Malvik, and shows how embracing technology isn’t just for teams at the elite professional levels of football.

“It’s an amateur league we play in, but the teams are serious and many are also using camera and analysis technology,” said Asklund.

“I don't understand how we could have done what we have done at Malvik without the Focus Flex camera, because it's extremely important for our work both on the match day, and our structural work on the training ground that leads up to our fixtures.”

The ultimate sports camera: Take a closer look at how Hudl Focus Flex will change the way you see the game