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.
The app is built and runs end to end. It has been driven through a full demo club — every screen, a season of fixtures, live scores going out to real phones — which is how you prove the software works. It is not how you prove the product works.
What hasn't been proven is a real Saturday. Will a volunteer actually tap a goal into a phone in the rain? Do parents open it, or quietly stop after a fortnight? What breaks when four teams kick off at once? Nobody can answer those from a demo, and we're not going to dress one up as a pilot.
No club is running HomeEndHQ live today, and when one is, they'll be named here.
That is exactly what the five founding places are for. They are priced the way they are because the first clubs take a risk on us and give us the one thing a demo can't — real supporters, on real matchdays, telling us what's wrong. In return the price is fixed for two years and you get the developer's number.
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: [email protected]. 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.