SDFC, the newest franchise in Major League Soccer, is a unique project at the vanguard of the football industry, taking the Right to Dream model for holistic talent development and combining that with a special set of investors, and distinctive environment and proud community.

There are over 600 professional clubs in Europe, but the creation of a new club from scratch is a rare opportunity for culture design enjoyed only really in the American sports league system. And its an opportunity being grabbed with both hands by the leaders and people of SDFC. 'Flow' - a characteristic unique to the city and a 'state' revered by the performance psychology industry - is the spirit of the commitment. The vision is to be the epicentre of football excellence and innovation in North America, and the investor group of the Sycuan Band of Kumeyaay Nation, Right to Dream, and the Mansour Group is collaborating with communities of football on both sides of the border to make dreams come true.

My work at SDFC continued after my departure from Right to Dream in May 2024, and involves the build and delivery of a co-created 4-step learning journey, taking all SDFC people from across performance, football, academy, operational and commercial teams and giving them tools for self awareness, culture design, and navigating change. All whilst remaining true to the club's brand home and promise. 80+ people are already on the learning journey, and more starters are on the way.