Dean Simpson

CEO, Soccer Stars New York and Los Angeles

Soccer Stars

Jan 2026 - Current (8 months)

CEO of Soccer Stars' two flagship markets — New York and Los Angeles — operating within the Youth Athletes United portfolio alongside Amazing Athletes and TGA Premier Sports. Responsibilities span full P&L ownership, operations execution, franchise development, staffing infrastructure, coaching excellence, and multi-channel marketing across both markets. Key areas of focus: • Led franchise acquisition and market integration efforts, including the Round Star NY transaction • Built and oversee cross-functional teams across operations, staffing, coaching, and marketing • Driving enrollment growth through paid and organic media, SEO, SMS, and email campaigns • Developed coaching evaluation frameworks and staffing SOPs to elevate program quali

Chief Marketing Officer

Youth Athletes United

Jan 2024 - Current (2 years 8 months)

Led enterprise marketing strategy across all Youth Athletes United brands — Soccer Stars, Amazing Athletes, TGA Premier Sports, and Jump Bunch — spanning digital acquisition, franchise marketing support, brand development, and multi-market campaign execution. • Architected Meta advertising strategy across NYC, LA, SF, and Boston markets — shifting focus from re-acquisition to new customer acquisition • Built AI-driven SEO strategy for Soccer Stars NYC, contributing to organic enrollment growth • Developed content strategy and brand voice across platforms • Produced integrated enrollment campaigns including SMS, email, paid social, and blog content • Created marketing season kits with full brand guidelines • Managed marketing territory trans

Chief Product Officer

Youth Athletes United

Apr 2022 - Aug 2025 (3 years 5 months)

Owned product strategy and experience design across the Youth Athletes United brand portfolio, ensuring curriculum quality, program consistency, and scalable delivery across 500+ locations nationwide. • Established program standards and quality benchmarks across Soccer Stars and Amazing Athletes • Led curriculum development and coaching training systems to create consistent, high-quality youth experiences • Oversaw franchise readiness frameworks to support new market launches and operator success • Collaborated with marketing and operations to align product offerings with enrollment and retention goals • Contributed to the growth infrastructure that supports 350,000+ children instructed annually across the YAU portfolio

Chief Programs Officer

Youth Athletes United

Nov 2021 - Jul 2022 (9 months)

Served as founding Chief Programs Officer as Youth Athletes United was formally established, bringing together Soccer Stars, Amazing Athletes, and TGA Premier Sports under a single parent company. • Helped architect the programming and operational infrastructure for the newly unified YAU portfolio • Established cross-brand curriculum standards and coaching frameworks across 200+ national locations • Supported brand integration, franchise readiness, and program scaling for combined entity reaching 200,000+ youth annually

Chief Programs Officer

Super Soccer Stars

Oct 2017 - Nov 2021 (4 years 2 months)

Led all program operations for one of the most recognized youth soccer brands in the U.S., overseeing curriculum, coaching quality, staffing, and market expansion across New York and beyond. • Scaled coaching staff and program delivery across multiple NYC-area markets • Developed and standardized curriculum for ages 2–12, balancing developmental milestones with engaging, age-appropriate play • Implemented coach evaluation and professional development frameworks that raised program quality and staff retention • Contributed to significant revenue and enrollment growth over a four-year tenure heading into YAU formation

Director of Programs

Super Soccer Stars

Feb 2012 - Oct 2017 (5 years 9 months)

Director of Coaching

Super Soccer Stars

Jan 2007 - Feb 2012 (5 years 2 months)

Coaching Manager

Super Soccer Stars

Aug 2006 - Jan 2007 (6 months)

Assistant Regional Manager

UKEliteSoccer

Mar 2004 - Aug 2006 (2 years 6 months)

Managed regional operations for a multi-team youth soccer organization across Morris and Sussex County, NJ, overseeing coaching staff, program design, and business development. • Managed and scheduled 150+ trainers across recreational and travel programs • Directed coaching operations for West Morris Soccer Club across 21 competitive teams • Coached six travel teams for players ages 11–17 • Generated $560K+ in regional sales through club partnerships and program development • Designed lesson plans, try-out procedures, and clinic programs for youth players ages 3–17

Community Coach

Cardiff City Football Club

Nov 2003 - Feb 2004 (4 months)

Delivered community soccer programming and after-school coaching in Cardiff, supporting the club's youth engagement mission. Coached in the U10 academy program and led coach development clinics to elevate staff capability across the region.

Community Coach

Chelsea Football Club

Feb 2003 - Nov 2003 (10 months)

Coached community programs and after-school sessions in London on behalf of Chelsea FC, supporting youth development center programming as an academy interim. Organized recreational activities and led player development sessions at local facilities across the city.

Head Coach

UK International Soccer

Jun 1999 - Sep 1999 (4 months)

Coached residential and day soccer camps across California and New Mexico as part of UK International Soccer's summer touring program, working with youth players ages 5–19. • Delivered high-energy coaching sessions for players across a wide age and skill range in a summer camp setting • Coached elite high school teams in New Mexico, focusing on tactical development and competitive preparation • Led overnight residential camp programming, managing both the coaching and supervisory responsibilities for young players away from home

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