AGF is one of Denmark's most historic clubs - a Superliga institution with a passionate fanbase in Aarhus and ambitions to compete consistently at the top of Danish football.
In the 2025/26 season, the club took another major step forward, winning the Danish Superliga against clubs operating with significantly larger budgets.
A key moment came in January 2025, when Carsten Jensen joined AGF as Sporting Director. One of his first priorities was improving how the football department worked together, while ensuring leadership had a complete overview of the organisation's decision-making.
Fokus became part of that transition.
The starting point
Like many ambitious clubs, AGF already had talented people across scouting, analysis, and academy development.
But much of the workflow still lived across separate tools, meetings, and internal processes. Scouts tracked players in one place, analysts in another, and academy information was not always easily connected to first-team planning.
The information existed, but the context around it was fragmented.
For the sporting director, that meant spending time gathering updates, aligning departments, and piecing together decisions manually instead of operating from one clear overview.
"Fokus has brought our scouts, analysts and academy closer together in one shared workflow. It allows me to delegate responsibility with confidence while maintaining a clear overview of everything happening around our first-team operations."
Connecting the football organisation
The work started by bringing the football department into one shared environment.
Scouting reports, player evaluations, academy progression, and squad planning moved into Fokus, creating a common structure across departments.
Analysts, scouts, and leadership were now working from the same picture - updated continuously and accessible in real time.
This changed how information moved through the organisation.
Discussions that previously relied on separate meetings or internal follow-ups could now happen directly around the player, position, or recruitment process itself. Everyone involved had access to the same context.
Custom scouting reports were also tailored to AGF's workflows and evaluation criteria, ensuring the recruitment process reflected the club's own sporting philosophy and decision-making structure.
From recruitment tracking to organisational control
As the structure matured, the impact went beyond recruitment alone.
AGF gained a clearer overview of positional planning, squad balance, and player progression across the entire football department.
Leadership no longer depended on manually consolidating information from multiple channels in order to understand where the organisation stood.
Instead, the sporting director could oversee scouting activity, academy development, squad planning, and financial exposure from one place - while still allowing departments to operate independently within a shared structure.
The result was greater alignment without creating bottlenecks.
Expanding the workflow with new technology
As the collaboration evolved, AGF also gained access to tools designed to improve planning, visibility, and decision-making across the football organisation.
The club uses Fokus Squad Planner to visualise positional depth, age structure, contract timelines, and succession planning across the squad.
Fokus Finance provides a live overview of squad costs, wages, and transfer exposure - including real-time contingency tracking that helps leadership understand how different sporting scenarios impact future budgets and financial flexibility.
At the same time, scouting and analysis workflows continue to evolve through custom reporting structures and tailored workflows built around the club's operational needs.
The results
1
Shared platform across scouting, analysis, academy, and leadership
360°
Visibility across the football organisation
1
Source of truth for recruitment and squad planning
More important than any single metric was the organisational clarity.
Recruitment processes became more transparent. Communication between departments became more consistent. Leadership gained the ability to delegate confidently while still maintaining full visibility across the football operation.
What other clubs can learn
AGF's story reflects a challenge many modern clubs face.
As organisations grow, success becomes less about adding more departments - and more about connecting the work already happening inside them.
The clubs that operate best are often the ones where scouting, analysis, academy development, financial planning, and leadership work within the same structure, with shared context and shared visibility.
For sporting directors, that creates something increasingly valuable in modern football: control without slowing the organisation down.
The role of Fokus
Fokus provides infrastructure for modern football organisations - connecting scouting, squad planning, academy development, financial oversight, and recruitment workflows in one shared system.
The platform helps clubs create operational clarity across departments while giving leadership real-time visibility into the entire football organisation.
