When Victor Cascon and Sam Henneberg first met in the summer of 2021, they were not thinking about running an international soccer agency. They were two young men far from home, sharing space with a host family in Greensboro, North Carolina, and chasing a USL2 title with NC Fusion’s U23 team.
“We realized we had actually been rivals for years without knowing it!” Cascon recalled. His Lenoir-Rhyne team had battled Henneberg’s Catawba College team in the South Atlantic Conference. “Living together that summer, we discovered all those games we had on the field, and then we started thinking about what could come next.”
What came next was Select Generation. Launched in 2022 from their Charlotte apartment, the agency was born out of a simple frustration: too many talented players were getting overlooked. Their first showcase featured just 26 athletes, but it proved the concept worked. Coaches showed up, players earned opportunities, and the pair realized they were building more than an event. Now the organization is a full-blown operation.
Select Generation describes itself as a global talent identification agency, built to take players to the next level. It is not a pay-to-play model. Only those who are scouted live or recommended through trusted contacts are invited in. The goal is to provide high-value mentoring and real pathways for athletes who want to continue soccer after high school – whether through college scholarships or opportunities in professional academies abroad.
That early vision has since expanded across the United States and into Europe. Select Generation now runs its own academy in the Spanish football pyramid, competes in meaningful leagues rather than exhibitions, and continues to scout across North America for under-the-radar talent. The mission remains clear: put players first and open doors that might otherwise stay shut.
“Storytelling is at the heart of everything we do,” Henneberg said. “I really think that Select Generation is built by players, for players. We’ve lived the same experiences as the athletes we work with, so we know how powerful it is to share those journeys!”
The organization’s reviews reveal an elite soccer talent agency loved by parents and athletes alike. Even better? They’re just getting started.
For Select Generation Founders, Sam Henneberg and Victor Cascon, storytelling is not confined to a showcase or academy roster. Much of their energy goes into how they use digital platforms to extend mentorship. “Digital content is our classroom,” Henneberg said. “Every podcast, reel, or post is designed to educate, inspire, and reflect the conversations we’re already having with our players and college coaches.”
That framing has become a differentiator. Where many agencies post polished highlight reels or splashy graphics, Select Generation emphasizes relatability. Posts often blend humor with practical guidance, and podcasts dig into real challenges athletes face, from managing confidence to navigating recruiting.
By sharing stories, they hope to bridge the gap between one player’s journey and another’s. “When one player’s story gets told, it inspires and informs the next on how they can improve and get the most out of their development. We try to put a lot of emphasis on meaningful content that players understand and can resonate with to help them with their own individual journey,” Henneberg said.
Cascon points out that this strategy works across borders. “Football is a global language,” he said. “Whether you grow up in North America or Europe, players everywhere watch the Premier League, La Liga, and the World Cup. So we try to keep our messaging consistent about development, opportunity, and taking players to the next level.”
The impact, they say, is twofold: athletes feel understood, and families see transparency. For many parents, trust is the currency that matters most in youth soccer. Select Generation’s content makes its philosophy visible, accessible, and human.
In an industry long shaped by cost, Select Generation’s clearest stance has been against the pay-to-play model. Families in North America have grown accustomed to paying thousands each year just to keep their kids on a roster. Henneberg and Cascon believe that approach limits opportunity and waters down competition.
“We’re selective,” Henneberg said. “Not everyone who applies is accepted. You have to be good enough, and you have to be approved. We have definitely got it wrong in the past with some players we didn’t vet enough, so each showcase, tournament, camp or roster is a chance for us to watch and scout a higher level. If you’re with us, it’s because we believe in your potential and can provide you with real opportunities.”
That philosophy has won the agency credibility quickly. Families recognize that a spot with Select Generation means endorsement, not just enrollment. Players themselves know they are competing in environments that matter. “The players know that as a club we have to win,” Cascon said. “They always get excited about challenging for promotion.”
The agency has bolstered that credibility with strategic partnerships. A collaboration with FTF Canada, a leader in the Canadian showcase market, gave North American athletes new visibility. Another with Precision Football Club in Dubai opened doors in a region eager to grow its football infrastructure.
Every partnership, Henneberg said, is measured by a single test: does it create more opportunities for athletes? “Partnerships are essential, and we are starting to notice this more, because they expand opportunities for our players,” he said.
Feedback has also become part of the agency’s identity. Select Generation actively asks families for input, treating criticism as a tool rather than a threat. “Feedback is one of our most important tools,” Henneberg said. “Positive reviews validate what we’re doing, but the critical feedback is what helps us improve. The more we ask, the more we learn about what players and families really want.”
That openness, they argue, keeps them aligned with the athletes they serve. In a market where parents often feel like customers, Select Generation presents itself as a partner.
For all the growth since that first Charlotte showcase, Victor Cascon and Sam Henneberg insist their focus and mission is simple. They aim to put players in front of the right opportunities and let the results speak.
“We’re most excited about growing our global partnerships and collaborations,” Henneberg said. “Expanding into new markets, connecting with clubs, agents, and coaches, and continuously finding ways to put players in front of the right opportunities.”
That ambition includes strengthening their academy in Spain, hosting more showcases in North America, and refining how digital platforms can scale mentorship. The agency’s presence on both sides of the Atlantic is part of what makes it unique.
Cascon’s network in Spain, combined with Henneberg’s roots in the U.S. college system, gives athletes access to multiple pathways that might otherwise stay closed.
For Cascon, who still plays competitively in Spain, the work remains deeply personal. “We know what it feels like to dream of the next level and not always know how to get there,” he said. “Select Generation exists to make sure talented players never feel like they’re out of options.”
The agency’s rise reflects a broader shift in how youth soccer is evolving. It is less about glossy branding and high fees, more about authenticity and trust. Select Generation has built its identity around that philosophy.
“We’ve always said this is about building futures,” Henneberg said. “When we highlight a player’s success, it isn’t just their story – it’s evidence of our culture, proof that opportunity exists if you’re willing to work for it.”
