Select Generation is a global talent identification soccer agency dedicated to taking players to the next level. With a focus on under-the-radar players, the agency provides opportunities and exposure for athletes at both the collegiate and professional academy levels in Europe. Its mission centers on offering high-value, personal mentoring for top players who are eager to continue their soccer journey after high school. The agency’s unique approach is not a pay-to-play model; instead, Select Generation works with a select group of players who have been scouted live or recommended by trusted contacts.
We had a chance to speak with Sam Henneberg, Director of Soccer at Select Generation, who shared deeper insights into the agency’s day-to-day operations and long-term vision. His leadership plays a vital role in scouting talent, building trusted relationships with coaches abroad, and ensuring that each player’s journey is handled with care and professionalism. Henneberg’s hands-on approach and global perspective continue to shape the evolving impact of Select Generation in the international soccer landscape.
Can you share a time when Select Generation encountered a significant challenge or setback? What lessons did the team take away from that experience?
For our core agency, Select Generation, Victor and I faced a couple of significant setbacks early on, within the first six months of our start. I got offered an excellent corporate full-time position in Napa Valley, California, where I could also play semi-pro football at a high level. That meant moving from Charlotte, where we’d been living and building the agency together. Around the same time, Vic’s visa ran out around Christmas, so he had to return to Spain. We were far apart from each other and had good momentum at that time, so it was tough to stay excited about the future, especially with such significant life changes. Adding that, we did not have any clear pathway about Select Generation what we wanted to do or how we would get there. We had the mission to help players but we were just mentoring them, not providing obvious pathways that we had control over. I think we both trusted each other, understood the mission, and tried to consider how we could utilize those changes to our advantage. My presence on the West Coast opened up a whole new player pool and coaching network, allowing Vic to start building stronger connections in Spain. That’s when we began inviting players to camps and laying the foundation for our academy.
How does Select Generation stay responsive to shifts in the youth sports landscape, especially as recruiting rules, player pathways, and technology evolve?
We listen to the news, what we see online, but most importantly, to coaches and families. Coaches always provide us with insights into what’s changing or what they need, and families give us feedback from their end as well. So it’s really about communication both ways and then doing the research before giving advice. I don’t like to tell a player what to do unless I have all the correct info. It’s a responsibility we take seriously.
Can you highlight a collaboration – with a school, coach, or international partner – that proved especially impactful for your student-athletes?
Bournemouth University has been beneficial in onboarding our players for next year as we launch our new club, Select Generation FC. We chose them over other options because of their dedicated resources for North American students, which has made the whole application process way smoother! In Spain, we’ve also been able to bring in top local coaches who’ve helped us win games. It’s not necessarily a formal collaboration, but rather a name and culture we’ve built. Then, back in the US, during events like our combine in Charlotte last May, our strong relationships with college coaches meant some players got visits and offers directly from that. That’s always a proud moment for us.
When building your leadership and mentorship team, what qualities or experiences do you consider essential?
I saw a post on LinkedIn this week about PSG winning the Champions League. It mentioned how they tried for years with big names like Neymar, Mbappé, Ibrahimović, and Messi, but only succeeded when they abandoned that strategy and brought in a coach who prioritized mentality and team culture, focusing on lesser-known players. That hit home, and I could relate so much! Since we started, we haven’t tried to hire massive names in college soccer or bring in only top D1 recruits to our player pool. We’ve focused on people we trust, those who consistently deliver high-quality work, and players who are driven and relentless. That’s what we look for – people who are humble, motivated, and want to be the best version of themselves. That attitude permeates the entire team, from our staff to the players.
How does your team evaluate and manage risk, especially when helping families make life-changing decisions about college and relocation?
We always do our due diligence on every player to figure out what’s truly best for them. If we think someone should go straight to the NCAA, we’ll say that. However, from what we’ve seen, most North American players benefit from time with us – playing a full season, receiving numerous minutes, and experiencing a new style of football on a smaller, focused roster. Sometimes, we talk to a player and realize they’re more focused on academics or they just want a life experience abroad to post about on Instagram. We’re not the right fit for everyone – we’ve got leagues to win and promotions to chase, so it’s also a risk for us to work with someone who might not be fully committed.
This segment of the interview with Select Generation highlights the strategic insights and experiences of navigating the complex world of international soccer placement. The agency’s commitment to understanding individual player needs and adapting to industry changes is evident throughout their operations.
Continuing the Conversation with Select Generation
What are the biggest challenges currently facing international student-athlete placement, and how is Select Generation helping players overcome them?
For North Americans going to Europe, visa issues are usually the biggest challenge. Securing a sports visa requires a high level of skill, as clubs must be convinced to offer one. That’s part of what makes our model effective: players get firsthand exposure to the level of play, and if they’re not quite there yet, they gain a clear understanding of what they need to improve. Moreover, they still have a solid pathway back to the NCAA. On the other hand, international players seeking to enter the US system now face higher expectations – college coaches prefer athletes who have played at a higher level of competition. That’s why more players are starting at junior colleges (JUCO) to develop before stepping into the NCAA.
Which outreach strategies – whether in recruiting, digital marketing, or storytelling – have been most effective in growing awareness and trust?
We prioritize being informative across all platforms, whether it’s our website, social media, or YouTube. Our podcast, “Next Level Talks,” has received positive feedback, even if it hasn’t gone viral. I often receive texts from players and parents about how the podcast insights helped them reconsider aspects of the game. Storytelling also plays a crucial role. People respect the journey and progress we’ve made as an agency, and being transparent about our story and our players’ advancements has been key in building trust.
Was there a moment when Select Generation had to pivot or make a fast decision during an unexpected challenge, like COVID-19 or a sudden rule change?
Yes, we’ve had to pivot several times as the agency evolved from merely assisting players in getting into the NCAA to also managing complete academies. However, our core mission – helping players reach the next level – guides every decision we make. For instance, when we launched our two teams and hosted our international camp, the quick execution was surprising to many. But it was the result of months of planning, considering logistics, and recruiting the right players. Most of our decisions are carefully thought out before being made public.
How do you educate families and prospects on the value of your services, and what approach has been most effective in turning interest into action?
We avoid aggressively selling our services. Most of the players we engage with already have the drive to improve, understand the risks, and recognize the competitiveness of this field. Those who are genuinely interested ask thoughtful, probing questions and quickly understand our philosophy. It’s usually the parents who need more guidance in understanding the recruiting process, the differences in soccer cultures, and what is truly beneficial for their child’s development, both on and off the field. That’s where we focus on building trust and providing clarity.
Looking ahead, what does growth look like for Select Generation – whether in terms of reach, partnerships, or player success stories?
Next year is shaping up to be a monumental one! We are launching a new team in England, which is both exciting and challenging. This will place top players into a new environment, fostering new connections. Our team in Spain is also coming together well, with a roster we’re very pleased with. Regarding partnerships, we remain open to collaborations that align with our players’ best interests and can aid them both in the short and long term. The upcoming season feels like just the beginning, and we are eager for what’s to come.
In conclusion, Select Generation remains committed to its mission of elevating players to new heights in their soccer careers. With strategic planning, openness to innovation, and a focus on nurturing talent, the agency continues to make significant strides in the complex arena of international soccer placement. As Select Generation moves forward, its dedication to athlete development and strategic growth remains unwavering.
By: Chris Bates
