HomeEndHQ is made by Imaginitivo, a one-person software company in Hastings run by Matt Pawson. The day job is building systems for businesses that need them to work on a Monday morning — courier operations, medication tracking, event hire. HomeEndHQ came out of a simple observation at a local club: everything worth knowing was scattered across a Facebook page, three WhatsApp groups and a website nobody had updated since 2019.
One person building it is a fair thing to weigh up before you buy. It means you get the person who wrote the code when something breaks, and no account manager in between. It also means you should ask what happens if I get hit by a bus — so ask, and the answer is written into the contract: the app is published under your club's own account, so the listing, the members and the content stay yours.
Before HomeEndHQ is sold to anyone, it's being run for a real football club through a real season — a grassroots and adult club local to us, with teams from junior age groups up to two adult sides. They're not paying for it and they didn't ask for it. We approached them, because the only honest way to find out whether an app like this earns its place is to put it in front of real supporters on real matchdays.
That pilot is where the awkward questions get answered. Will a volunteer actually tap a goal into a phone in the rain? Do parents open the app, or ignore it after a fortnight? What breaks when four teams play at once? We'd rather learn that at our own expense than on a club that's paid us.
What the pilot is not is a reference sale. When the pilot club is happy to be named, they'll be named here.
Being straight about this matters more than looking finished, so: the app is built and running, and the parts that make it a product a club can rely on are still being finished.
We won't take a cut of your members' money. If your club charges for exclusive content, that income is the club's, less the App Store's own fee. We charge a fixed monthly price and nothing else.
We won't put your app on our account. Apple's rules expect a club's app to be published by the club, and it's the right answer anyway: your club owns the listing and keeps it if we ever part company.
We won't pretend we're bigger than we are. You're buying a well-built app from one developer who answers the phone, not a platform with a support tier.
If you're a club secretary, chair or treasurer wondering whether this is worth fifteen minutes: matt@imaginitivo.com. Tell us the club, your role, the league you're in and whether the club is a registered legal entity — that last one decides whether we can take you on at all.