Almaden FC’s Strategic Investment in Recreational Soccer

A Best Practice Model

In the past 5 years, Almaden FC has reinvigorated its approach to recreational soccer, embracing it as a cornerstone of community engagement and long-term player development. Under the visionary leadership of Tom Brough, General Manager, the club has made strategic decisions that have transformed the club’s recreational program. This article explores how Tom and his team prioritized and invested in the recreational soccer program, emphasizing community involvement, high-quality coaching, and sustainable growth. The outcomes speak volumes and provide valuable insights for other youth sports organizations aiming to implement similar programs.

Strategic Steps to Elevate Recreational Soccer

Almaden FC’s transformation began with a philosophical shift! Recognizing the importance of recreational soccer not just as an entry-level activity but as a vital component of the club’s identity and long-term success. Tom, with a deep understanding of the local soccer landscape, believed that the recreational program could become one of the club’s most influential offerings. This belief drove several key decisions that have since had a profound impact on the program.

Features of Almaden FC’s Recreational Soccer Program:

• Hiring a full-time administrator to oversee the recreational program.
• Adding a new club management software to enhance communication, organization & customer experience.
• Re-engineering club facilities to maximize utilization and create centralized hub for ‘community soccer festival’ type game day experience at consistent times every week.
• Providing every recreational team with a professionally coached session once a week with active mentorship and oversight by the Foundation Phase lead.
• Utilizing volunteer roles to provide on-field operational support & logistics.
• Actively seeking and responding to feedback from members to continuously improve the program.

Understanding the Local Soccer Landscape

A critical aspect of Almaden FC’s success has been its deep understanding of the local soccer landscape. Tom and his team conducted a thorough analysis of the community’s needs, preferences, and financial capabilities. This understanding allowed them to tailor the recreational program to meet the specific demands of their membership. By focusing on what local families wanted – predictable schedules, a community-centric approach, and opportunities for their children to develop both socially and athletically—the club was able to create a program that resonated with the community.

Community Engagement

For the recreational program to thrive, it needed to be deeply rooted in the community. This meant not only providing a space for children to play soccer but also creating an environment where families felt connected and engaged. Almaden FC achieved this by centralizing game locations at a single facility, leased from the San Jose Unified School District. This centralized approach transformed Saturday game days into a community event, where all teams, players, and families could come together. The atmosphere of these game days, with their celebratory environment, has played a significant role in fostering a sense of belonging among members.

Professional Administration

Another pivotal decision was the hiring of Wendy Feierfeil as the full-time administrator of the recreational program. Tom views this as a turning point, marking the moment when the level of administrative execution and communication within the club dramatically improved. Wendy’s organizational skills and follow-through have been instrumental in ensuring that the program runs smoothly and that parents and coaches are well-informed and supported.

The Philosophical Shift: Recreation as a Core Offering

The philosophical shift to prioritize recreational soccer has been a defining feature of Almaden FC’s approach. A belief that every player deserves a quality experience. For some, the Rec program will be their first time trying the game and its critical that the experience is positive and inspires a passion for the game. This commitment is reflected in the resources allocated to the recreational program, including professional coaching, administrative support, and facilities. The emphasis on creating a program that people want to be part of—and that they want to stay in—has been central to Almaden FC’s strategy. This approach has resulted not only in increased player retention but also in a growing reputation as a well-resourced and organized club, attracting players from other programs.

Investing in Professional Coaches

One of the standout features of Almaden FC’s recreational program is the professional support provided to volunteer coaches. Each week, recreational teams participate in a training session at a centralized location, led by seven professional coaches who mentor the volunteer coaches. This structure has multiple benefits: it provides volunteer coaches with the tools and confidence they need to succeed, it ensures that players receive consistent and high-quality coaching, and it fosters a learning environment that benefits everyone involved.  This investment in coaching education has not only improved the quality of the recreational program but has also made coaching a more attractive and less stressful volunteer opportunity.

Understanding and Meeting Member Needs

A key factor in Almaden FC’s success has been its commitment to understanding and meeting the needs of its members. This process begins with listening—using surveys, feedback forms, and direct communication to gather insights from parents and players. By staying attuned to the needs of the community, the club has been able to continuously refine and enhance its program. This responsive approach has helped build trust and loyalty among members, contributing to high rates of player retention and satisfaction. The club’s emphasis on accommodating players’ social needs, such as allowing friends to play on the same team (without placing restrictions on how many buddies), has also played a crucial role in retaining players through middle and high school.

Outcomes of Almaden FC’s Strategic Investment

The outcomes are impressive:

Action Items for Youth Sports Leaders

For youth sports leaders interested in implementing a similar program, Almaden FC’s experience offers valuable lessons. Here are four action items to consider:

1. Understand the local soccer landscape, the needs of the community, and availability of facilities.
2. Meet the needs of the community and clearly differentiate the program from neighboring organizations.
3. Hire quality people passionate about their role, the community and have the ability to execute.
4. Regularly seek feedback and be responsive to the needs of members to build trust and loyalty.

About Tom Brough

Tom grew up on a dairy farm in England’s scenic Lake District, where his love for soccer took root. With his own makeshift soccer field, he organized local leagues for neighborhood kids, sparking a lifelong passion for the sport. Tom played for a local semi-pro team and began coaching at just 16, volunteering his time to support youth soccer. After earning a Mechanical Engineering degree in 2005, Tom pursued his true calling. Traveling to Northern California to coach camps and local soccer programs. Over the years, he has held various leadership roles, dedicating himself to growing the game and working with players of all levels. Tom is currently the General Manager of Almaden FC and runs his own business, Futsal Kingz.

Useful Links

Almaden FC Website