In a global soccer industry fueled by data, visibility, and opportunity, the agencies bridging raw talent with real pathways to success are shaping the future of the game. Across North America and Europe, few names are rising faster than Select Generation, a player-first organization that has quickly earned a reputation for identifying and developing overlooked athletes.
The agency was founded in 2022 by Sam Henneberg and Victor Cascon, two former college players who shared a belief that talented athletes deserve access to opportunity, not gatekeeping. What began as a single showcase in Charlotte, North Carolina, has evolved into a worldwide operation that connects athletes to college programs and professional academies across multiple continents.
“We wanted to create something that helps players who are good enough but simply do not have the exposure,” said Henneberg, a FIFA-licensed agent who splits his time between Miami and Bournemouth, England. “Our mission is to take players to the next level, and everything we do stems from that idea.”
Victor, based in Salamanca, Spain, oversees Select Generation’s academy and international programs. “We understand what players go through because we lived it,” he said. “Our job is to open doors and guide them into environments where they can grow and compete.”
Together, the two have built a brand that now spans tournaments, academies, and scouting operations across North America, Europe, and beyond.
Building a Global Pathway: From Charlotte to Salamanca
Select Generation began with a simple idea inside a Charlotte apartment. Henneberg and Cascon, both former players, organized a small showcase for local athletes they knew from a UPSL team. Twenty-six players showed up to perform in front of college coaches the two had met through their own playing days. The success of that first event revealed something much bigger than they expected, showing a growing need to connect aspiring athletes with college programs.
“The feedback was amazing,” Victor recalled. “Players were getting noticed, parents were thanking us, and coaches wanted to know when the next one would be. That told us we had something special.”
Soon, Select Generation expanded to new cities including Boston, California, and New York. When Victor returned home to Spain, the agency took its next leap forward by hosting trials in Salamanca, giving American players their first taste of European competition.
By 2024, the company had launched the Select Generation Academy, competing in the eighth tier of the Spanish football pyramid.
“It is not a pay-to-play model,” Henneberg emphasized. “We only work with athletes we scout or who are referred to us by trusted contacts. That allows us to focus on genuine development rather than numbers.”
Select Generation’s approach has delivered measurable results: more than 80 NCAA commitments, 150 international opportunities, and scouting coverage at over 30 tournaments. Yet, both founders measure success by a different metric.
“The best part is hearing from families who say we changed their child’s life,” Victor said. “That is what drives us every day.”
Select Generation Has Assembled A Powerhouse Team
Behind the agency’s rise is a small but highly qualified team of professionals who bring international experience and credibility to the organization.
Henneberg, Select Generation’s Director of Soccer, is a FIFA Licensed Agent and graduate of the University of New Hampshire, where he was a two-year starter and conference champion. He also played in the 2021 USL 2 national final with NC Fusion and spent three years at Catawba College. Originally from Guildford, England, he uses his knowledge of both English football and the American collegiate system to place athletes in winning programs.
Cascon, the Head of International Programs and Director of the Select Generation Academy, is a former NCAA All-American now playing in Spain’s Third Division. He leads the academy’s training and international tour operations and leverages strong connections across Europe to expand opportunities for athletes.
David Juanes, a UEFA Pro Coach and professional video analyst, brings nearly a decade of global experience to his role as Talent Scout and Operations Lead. He has worked in South Korea, Ireland, Spain and the United States, evaluating youth talent and building recruitment strategies. “We study more than technical ability,” Juanes said. “We look for character, maturity and adaptability. Those traits tell you a lot about where a player can go.”
Tom Singhgolden, a London native now based in Los Angeles, completes the team. As a Talent Scout, he identifies players who fit specific programs and styles within the agency’s network. Currently pursuing certification as a Mental Performance Consultant, he focuses on player mindset and long-term growth. “The mental side of soccer is as important as the physical,” Singhgolden said. “Our job is to match players with coaches who can bring out the best in them.”
Together, the team has created an organization that combines global reach with personal mentorship. “Everyone here has lived the same experiences as the players we work with,” Cascon said. “That is what makes Select Generation special.”
The Brand: Built by Players, for Players
Select Generation defines itself not as a traditional agency but as a player-first brand built around storytelling, education and connection.
“We put players first,” Henneberg said. “It is not about us as an agency. It is about sharing the stories of the athletes we represent and using those stories to teach and inspire others.”
The company’s digital presence reflects that mission.
Podcasts, videos and social content are used to answer real questions players and families ask every day about recruiting, development and international play. “Digital content is our classroom,” Cascon said. “We listen to players, we hear what they are struggling with, and we use our platforms to give them answers.”
The agency’s creative approach to branding has helped it stand out in a crowded market. “We mix education with entertainment,” Henneberg said. “That helps us connect with players on a level that feels genuine.”
Strategic partnerships have further boosted visibility. Select Generation recently teamed up with FTF Canada, a leading showcase organizer, and with Precision Football Club in Dubai, opening new doors for athletes across two emerging markets. “Partnerships are everything,” Henneberg said. “They expand opportunities for our players. Every collaboration we make has one purpose: to create more exposure.”
The agency’s growth is also tied to its structure. Players must be scouted or referred before joining. “We are selective,” Henneberg said. “You have to be approved, and you have to be ready. That sets us apart from pay-to-play models and gives athletes confidence that they earned their spot.”
Cascon added that Select Generation’s academy in Spain is about more than training sessions. “We compete in real leagues where results matter,” he said. “That is where players learn what it means to perform under pressure.”
Players and Parents Weigh In
Select Generation’s emphasis on transparency has built strong trust with players and families. Feedback from athletes and parents often guides the agency’s next steps.
One parent whose son earned a college scholarship after a Boston showcase said, “They did more for my son in two weeks than anyone else had in two years. They gave him confidence and clarity about his future.”
A player who joined the academy in Spain described it as “the most valuable experience of my career.” He said it showed him “what real competition feels like” and gave him “a family away from home.”
Henneberg said both positive and critical feedback are essential to the agency’s growth. “Reviews keep us accountable,” he said. “We learn from every family we work with. That is how we get better.”
Cascon agreed. “We tell players and parents the truth,” he said. “Nothing is guaranteed, but if you are with us, we are committed to you. That honesty has earned us respect.”
Now entering its third year, Select Generation continues to expand its global footprint. The founders plan to grow their partnerships in Europe, launch new showcases across North America, and increase their educational content to help young athletes navigate the recruitment process.
“We want to build something that lasts,” Henneberg said. “Our vision is to create a global network that helps players find their place, no matter where they come from.”
For Cascon, the mission remains deeply personal.
“Every time I see a player step onto the field wearing our badge, it reminds me why we started,” he said. “We wanted to give others what we never had.”
