West Ham are quietly assembling a strong backroom team of analysts which is set to play a key role in driving an ambitious, massive summer transfer overhaul.
In a recent article I discussed the potential of a number of departures from the first-team squad, which means there will be a requirement to bring in a number of new faces.
Advanced data analysis has become deeply embedded in modern football, particularly in recruitment strategies. By leveraging statistics, clubs can make informed decisions, reduce the risk associated with high-value transfers, and identify undervalued players – an especially valuable edge amid rising transfer fees and the constraints of Profit and Sustainability Rules (PSR).
However, there remains a vital balance between data-driven insights and traditional scouting. The human element is still crucial in assessing a player’s mentality, adaptability and cultural fit within a squad.
Kyle Macaulay is Head of Recruitment at West Ham and has worked with Graham Potter at all his previous clubs, including Ostersunds, Swansea City, Brighton, Chelsea and now West Ham. Born in Elgin, he is a former professional footballer mainly in Scotland, having begun his career at Derby County.
According to Dom Smith, who writes for the Evening Standard, Macaulay identified Moises Caicedo, Kaoru Mitoma, Simon Adingra for Brighton and was also involved in deals for Marc Cucurella and Leandro Trossard.
Steidten began the data overhaul with the appointment of Hahn
West Ham go Moneyball route
Another key figure is Maximilian Hahn, brought in by former Technical Director, Tim Steidten. Known for his data-centric approach, Hahn is regarded as a “rising star” within the club. He currently serves as the Head of Technical Recruitment and Analysis and has held previous roles at Werder Bremen, SV Darmstadt 98 and Dynamo Dresden.
Dylan Curnell, a boyhood West Ham fan, was promoted to the role of First-Team Recruitment Analysis in December 2023.
He graduated from the University of Brighton in 2017 with a First Class Honours Degree in Sports Science, and completed a Master’s Degree at Cardiff University in Sports Performance. This led to a one-year stint at Cardiff City where he held the role of Academy Performance Analyst before joining West Ham in June 2018.
West Ham’s use of analytics is not new. Seven years ago they partnered with Analytics FC, utilising their TransferLab platform to track players in over fifty competitions globally.
The club also benefits from tools like SkillCorner, which provides tracking data and over 1,200,000+ data points per game.
With the integration of AI and machine learning, West Ham can now identify emerging trends and uncover hidden insights in player performance data. The club have also used JuniStat to help measure physical attributes, which has been utilised by the West Ham Academy.
In a further step to innovation, the club has teamed up with Amazon Web Services Generative AI Innovation Centre (GENAIIC) and Crayon, which I wrote about previously. Tom Chester, AI Strategist at AWS, and Max Hahn are presenting on this at the AWS Summit, 30th April, to be held at the Excel London.
Hopefully this translates into identifying an interesting list of player targets when the transfer window opens on 1st June.
Is this what it’s come down to?
We’re talking about human beings kicking a football not robots!!!!
I’m pleasantly surprised to learn that our club are finally investing in modern data driven technology to identify hidden talent and higher quality transfer targets. What I don’t understand is why on earth isn’t the same technology used to study opponents and tactics which we face every game?. This might help identify why we constantly have poor first half’s and zero attacking threat and our fall to 17th place. Every modern club uses this technology yet we have made zero progress except for conceding fewer goals since Potter’s appointment whilst so many “smaller” clubs have outperformed us and are now in the top 10. Wrong appointment and fed up hearing the same cliches and excuses from him every week. Worse stats than Lopetegui yet continues to leave both strikers on the bench when we are crying out for goals.
Most teams are doing exactly the same though aren’t they? So where’s the competitive edge?
Good article as usual.
Sad reality is whatever may be going on in the background, Sullivan will override it all and bring yer Calum Wilsons in regardless.
The bloke simply can’t help himself.
This is all very impressive but the club might need to appoint a hypnotist to convince players to join us with our current woeful win-draw-lose statistics and league position.
You could read “over fifty competitions” in two ways!!!!! May explain some of our signings and average age of the team!!!!
If the analytical systems work perfectly, every club would be after the same group of players. Hence, WH can’t afford him …
What a load of malarky. I thought this was a Smarty advert! 😅
Yes, yes but it wont replace Sullivan’s “golden gut” or need to listen to his trusted “mates” Salthouse and Silkman etc ( sychophants who use him by playing to his ego).