06/13/2026
Ten years ago today, Carli Lloyd, FIFA Player of the Year, came to the indoor soccer facility I built and ran in Brooklyn.
Heineken had brought her in to help convince Americans that soccer was (going to be) a thing.
A decade later, the World Cup is here. Vancouver is hosting. New York is hosting. Nobody needs convincing.
And yeah, I’m back home now. Smaller (outdoor) operation. Smaller margins. Arguably better quality of life. I love seeing the mountains and sometimes also the sea from some of our pitches.
Still, an indoor soccer centre next to Steamworks does feel like the obvious Canadian sequel.
More soccer. Better beer.
Or, as the old joke goes:
What do American beers (or lousy Euro beers popular in the US) and two people making love in a canoe have in common?
They’re both ______ close to water.
Go Canada! ⚽️🍁
