DIPLOMA IN CLUB MANAGEMENT

Creating Academy Culture

Chris Hayden The FC Dallas Way

1 DIPLOMA IN CLUB MANAGEMENT About Me

Chris Hayden

• American Coach / Director of youth football teams since 1988 • USSF A License, Technical Dir. License, Nat. Youth License, FFF EFCL License • FC Dallas Vice President of Youth Soccer since 2005 • FC Dallas Academy Coach 2008-2019, Academy Director since 2019

• Creation of the FC Dallas Way – Curriculum, Methodology, Coaching Development • Responsible for Vertical and Horizontal Integration of Programming • Overseeing all technical and budgetary aspects of the FC Dallas Youth Departments • Managing the elite player pathway for top-talents DIPLOMA IN CLUB MANAGEMENT FC Dallas Academy Culture

MLS is Young – Formed only in 1996 The FC Dallas Academy Formed in 2008

Academy Culture is a Unique Aspect of any club • Observe and Learn from others • Find what works for you DIPLOMA IN CLUB Academy Culture, The FC Dallas Way MANAGEMENT

Our Process

What is Culture?

Why is Culture important?

Where is Culture derived from?

How do we reinforce Culture?

What Steps did we take? DIPLOMA IN CLUB MANAGEMENT

What is Culture?

A Culture is the expression of a club’s values, attitudes, and beliefs. It gives purpose and meaning to our work and connects and drives all of us with a clear mission and shared goals. It is the why behind everything we do so that we can continually move forward in a common direction. DIPLOMA IN CLUB MANAGEMENT Where is Culture Derived From?

Top-Down Approach Bottom-Up Approach Do your Pre-formation, Set by First Team Coach Set by Formation Dept. Formation, and Post-Formation Departments connect with a • Pros: Connected with Head • Pros: Long Term / Consistency of common plan? Coach Ideology Methodology Is there separation and where • Cons: Prone to change as • Cons: Potential ideology differences; does that philosophical acceptance from first team/staff staff changes occur separation occur?

FC Dallas Perspective: A Bottom-Up Approach allows for a better chance for long-term success at developing top level players for promotion or transfer DIPLOMA IN CLUB MANAGEMENT How do we reinforce Culture? Academy Mission / Vision Goals and Purpose clearly defined

Analyze / Re-Analyze Program

Always

Eliminate / Revise Prioritize Elements that Elements that don’t Align/Support Mission Align with Mission

This is a Circular / Continual Process DIPLOMA IN CLUB Academy Mission Statement MANAGEMENT

Stay true to your mission

Does the Academy Mission align with and support the overall Club Mission? Does it align with the Pro Mission (Post Formation Plan) This can be a challenge for an academy

How often does the plan/mission change and why? Is the plan/mission achievable? If not, why? DIPLOMA IN CLUB Academy Culture : Deliberate Development MANAGEMENT

Expressing Club Values requires planning

Step 1 Step 2 Step 3 Step 4 Step 5 Establish Game Determine Define Create Analyze Club Model Principles of Play Methodology Periodization Structure

Start with the Big Picture in Mind

Begin with broad concepts, next layering in details, and only then work on the resources (staffing, facilities, technology) needed to achieve success. DIPLOMA IN CLUB MANAGEMENT 01 Game Model

HOW WE PLAY? DIPLOMA IN CLUB MANAGEMENT Establishing a Game Model

A Game Model is the Big Picture Blueprint that we work from which everything we do is derived How we want to play in different zones of the field:

• With Ball • Without Ball • In Transition Moments Flexible Vertically aligned Might change based • • Aligns with Scouting Can be influenced by: on global football Department (player evolution/league id) trends (can be • Climate Culture influenced by first • LTPD Plan (Multi-year • team coach). player dev. plan) • Available Player Pool • League Trends • Global Trends DIPLOMA IN CLUB MANAGEMENT 02 Principles of Play

DEFINING THE ELEMENTS THAT WILL ALLOW US TO PLAY OUR STYLE OF FOOTBALL DIPLOMA IN CLUB MANAGEMENT Determining Principles of Play

Examples of Attacking Principles of Play

Creation and Use of Space Play in the Gaps / Between Lines Principles of Play are the Building Block Combinations with Mobility Concepts that allow us to implement our Switch Play with Circulation game model / style of play

Switch Play after Fixing Opponent We want players to read cues, consider Play Ball in Depth to a Runner at Pace possible solutions, and take action based on Combinations of 2 or 3 Players what they perceive Get Open to Isolate / Dribble 1v1 Principles allow us to teach individual and collective habits based on situations that Get Unmarked to Pass/Finish vs Organized Defense occur in a match and in specific areas of the Draw / Fix / Eliminate to Shoot field Get Unmarked to Pass/Finish vs Disorganized Defense Adjust / Readjust to Finish DIPLOMA IN CLUB MANAGEMENT 03 Methodology

HOW WE TEACH IN ORDER TO MAXIMIZE LEARNING AND RETENTION DIPLOMA IN CLUB MANAGEMENT Define Methodology

A Methodology is a way of teaching that will connect a group of teams into one style and accelerate player learning and retention Divide trainings into Various Exercise types. (ie. Exercises, situations, games, special, etc.) Utilize varied pedagogical approaches depending on the exercise category.

Exercises Situations Technical Focus Technical/Tactical Repetitive, unopposed Should be Realistic to game. (Direct, Demanding) Opposed (Questioning between reps)

Games Special Technical/Tactical Technical/Tactical Small numbers to full field Objectives based, little coaching Opposed (Questioning during play) DIPLOMA IN CLUB MANAGEMENT 04 Periodization

SYSTEMATICALLY PLANNING WHAT WE DO AND WHEN WE DO IT IN ORDER TO ACHIEVE DEVELOPMENTAL AND COMPETITIVE GOALS DIPLOMA IN CLUB MANAGEMENT Create Periodization

Annual Periodization Plan Periodization allows us to divide a yearly training plan into phases which apply to the principles of training

Define Micro, Macro, and Mesocycles

FC Dallas Periodization : has a physical, technical, and tactical focus

Rigid, Semi-Flexible, Flexible – Depending on Age

allows for player health, player short and long-term performance gains, physical load control, tactical adaptation, and preparation for competitive periods DIPLOMA IN CLUB MANAGEMENT 05 Club Structure

STAFFING, FACILITIES, AND TECHNOLOGY UTILIZED TO MAXIMIZE SUCCESS DIPLOMA IN CLUB MANAGEMENT Analyze Club Structure

Assess resources available to achieve success The FC Dallas Development Pyramid Staffing The right people in the right roles MLS 31 Players

Facilities USL 26 Players, 12 Contracted Training Fields, Performance Areas, Match Fields, Video Areas, Locker Rooms, etc. Keys 144 Players U11-U19

160 Players U9 – U19 Technology Player Health, Video, GPS, Statistical Analysis, 3000 Players U7 – U19 Coaching Education, etc. Vertical Integration Keys Horizontal Integration Partners Community Outreach and Education, Funding Opportunity, Trade Partners, etc. How to best implement your plan DIPLOMA IN CLUB MANAGEMENT Ownership Vision Strengthens Culture

Dan Hunt “It is imperative that FC Dallas Develops and Signs Young Talents. We hope to have a roster comprised primarily of Homegrown Players in the future. They are the lifeblood of the club.”

September 2016 Dan Hunt, FC Dallas President / Owner DIPLOMA IN CLUB MANAGEMENT The Main Difference - Belief

Owner / First Team Staff, Second Team Staff Culture of Young Player development and advancement is self-sustaining. When a club promotes young players often, it becomes easier

Academy Coaching Staff Belief Message is more credible and compelling if the messenger believes, work becomes purposeful

Parent Belief Parents trust the system, are more patient in the long-term process

Player Belief Players are motivated when they see a path DIPLOMA IN CLUB Coaching Development Strengthens Culture MANAGEMENT

Culture is vital in achieving success

Current Staff 2019 - Previous Staff 2014 - 2019

Promotion of Coaches

Evolution of Coaches through experience

Luchi Gonzalez Head Coach Head Coach Oscar Pareja Mentorship / Collaboration

Asst. Coaches Peter Luccin, Mikey Varas Asst. Coaches Marco Ferruzzi, Josema Bazan DIPLOMA IN CLUB MANAGEMENT FC Dallas Academy Key Culture Traits for Player Success

Staff Promotion from Within Players need Challenge Dual Roles Top Talents Play/Train Up Adaptability Competition Proximity / Schedule

Versatile Players Stress Competition in Training Connection Positional Rotation –U14/Below International Competition U10+ Specialization U15/Above U17+ Need to Learn to Win DIPLOMA IN CLUB MANAGEMENT FC Dallas Academy Overview

“Busca La Forma” – Find a way DIPLOMA IN CLUB MANAGEMENT FC Dallas Academy Categories

U19 U17 U15 2004, 2003, 2002 2004, 2005, 2006 2006, 2007 24 players 20 players 18 players

U12 U14 U13 2009, 2010, 2011 2007, 2008 2008, 2009 48 players (24 1st year/ 24 18 players 22 players 2nd year) DIPLOMA IN CLUB MANAGEMENT FC Dallas Academy Training Frequency

FC Dallas entered a partnership in 2010 with the local school district, Frisco Independent School District, creating a public-school education partner

• 70 High School Athletes, 30 Middle School Athletes attend 2 separate FISD Campuses (we provide transportation for players in need

• 40 Athletes attend their own schools and commute individually

School Program through FISD Evening Training

U19, U17 U15, U14 U13, U12, U11 5-6 sessions per week 5-6 sessions per week 3-4 sessions per week 600+ training hours per year 600+ training hours per year 425+ training hours per year

45-50 matches per year 45 matches per year 35-40 matches per year 8-10am daily +1 session 3-5pm daily +1 session 5-7pm 4x per week DIPLOMA IN CLUB MANAGEMENT Player ID - Scouting

Local Regional National International Develop from Within Find Top Talents with High Find Players for Pro 2nd team ready, First Projection Ceiling Contract, 2nd team with team projection with 1st team profile transfer value

Kellyn Acosta 14 Weston McKinnie 11 Paxton Pomykal 14 Chris Richards 17 Jesus Ferreira 8 Tanner Tessmann 14 Gabriel Funes Mori 17 Bryan Reynolds 11 Reggie Cannon 15 ? Ramiro Funes Mori 17 Justin Che 6 Ricardo Pepi 14 Brandon Servania 14 DIPLOMA IN CLUB MANAGEMENT Homegrown Territories

MLS Teams have protected player territories The FC Dallas territory is the Northern half of Texas

th th 18 most 6 most About 100,000 9 million people registered youth male players Population size Player Pool DIPLOMA IN CLUB MANAGEMENT FC Dallas Homegrown Players

From Dallas 20 Players 70% Dallas 4 Alabama Outside of Dallas 30%

1Virginia Since 2009: 1 Arkansas 30 Academy Players signed – Most in MLS 3El Paso

Regularly lead MLS in Homegrown minutes played 1 Waco DIPLOMA IN CLUB MANAGEMENT Academy Competition Platform

US Soccer Federation managed the USSDA from 2007 through March, 2020, when it was dissolved.

In the absence of any sustainable pro pathway

MLS Launched MLS NEXT, a national youth competition, in order to strengthen the US Youth Soccer Development Landscape.

Current membership includes 113 clubs, 489 teams, 9,000+ players across the U.S. and Canada and features over 90% of the current youth national team player pools DIPLOMA IN CLUB MANAGEMENT FC Dallas 2nd Team / North Texas Soccer Club

Launched in 2019

Competes in USL League One (Division III) • Won the Championship in 2019, 3rd in 2020 • Youngest Roster in League One • Allows Pro and Amateur Players to play • Young MLS rostered players additional minutes • Sign more players for retention at earlier age • Contract Decisions Easier DIPLOMA IN CLUB MANAGEMENT FC Dallas / Bayern Munich Partnership

Youth Development Partnership Formed in February 2018

Not a branding exercise – Real Relationship – Mutually Beneficial

• Methodology / Best Practices Sharing • Team Competition Opportunities • Player Training Opportunities • Player Pathway Opportunities DIPLOMA IN CLUB MANAGEMENT

Promotion and Sale of Top Talents The Results DIPLOMA IN CLUB MANAGEMENT FC Dallas Academy Products Abroad

Weston McKinnie Chris Richards Ramiro Funes Mori

FC Dallas Academy FC Dallas Academy FC Dallas Academy 2011-2017 2017, 2018 2008 Juventus Bayern Munich, on loan to Villareal Hoffenheim DIPLOMA IN CLUB MANAGEMENT FC Dallas Academy Products Abroad

Bryan Reynolds Reggie Cannon Rogelio Funes Mori

FC Dallas Academy FC Dallas Academy FC Dallas Academy 2012-2016 2015-2016 2008 AC Roma Boavista FC Monterrey Rayados DIPLOMA IN CLUB MANAGEMENT FC Dallas Academy Domestic Players

Kellyn Acosta Victor Ulloa Emerson Hyndman

FC Dallas Academy FC Dallas Academy FC Dallas Academy 2009-2013 2008-2009 2010-2011 Colorado Rapids Inter Miami Atlanta United DIPLOMA IN CLUB FC Dallas Academy Notable First Team Players MANAGEMENT

30-40% of our MLS Roster are Home Grown Players

Paxton Pomykal Jesus Ferreira Tanner Tessmann

FC Dallas Academy FC Dallas Academy FC Dallas Academy 2014-2016 2009-2016 2016-2019 21 Years Old 20 Years Old 19 Years Old 150 Minutes in 2020 *inj. 979 Minutes in 2020 1001 Minutes in 2020 1876 Minutes in 2019 DIPLOMA IN CLUB FC Dallas Academy Notable First Team Players MANAGEMENT

30-40% of our MLS Roster are Home Grown Players

Ricardo Pepi Dante Sealy

FC Dallas Academy FC Dallas Academy 2016-2019 2012-2019 18 Years Old 17 Years Old 458 Minutes in 2020 DIPLOMA IN CLUB MANAGEMENT Where Do We Go From Here

3 Primary Initiatives

• Strengthen Zone 1 Programming (U7- U12) Particularly in Athletic Development

• Data Capture and Analysis for Scouting / Player Selection Decisions (U13-U15)

• Strengthening Relationships with European Clubs to enhance player transfer / loan opportunities (U16-U20) DIPLOMA IN CLUB MANAGEMENT

Thank You!