Select Generation is the Soccer Agency Changing the Game for Overlooked Talent

A soccer dream is a fragile thing. It starts on backyard fields, in dusty playgrounds, and under flickering streetlights, fueled by pure love for the game.

But for many young athletes, that dream hits a wall—the realization that talent alone isn’t enough. The right opportunities, exposure, and guidance can make the difference between watching from the sidelines and stepping onto the pitch at the next level. That’s where Select Generation comes in.

Founded by former collegiate players Sam Henneberg and Victor Cascon, Select Generation isn’t just another scouting agency. It’s a bridge—one that connects talented but often overlooked players to real opportunities, whether in NCAA programs or top-level academies in Europe. It’s built on a simple but powerful philosophy: talent is everywhere, but opportunity isn’t. Select Generation is here to change that for the right players.

The Birth of a Vision

Sam Henneberg knows firsthand what it’s like to navigate the maze of college recruitment and international soccer pathways. He saw too many young athletes, particularly in North America, struggling to figure out their next step after high school or club soccer. Some believed that if they didn’t land a Division 1 offer, their dream was over. Others simply didn’t know the avenues available to them.

“I wanted to be a resource,” Sam says. “D1 is not the only pathway. Too many players don’t realize the opportunities that exist beyond what they see in front of them.”

So in 2022, he and Victor created Select Generation—a soccer agency that does things differently. Unlike traditional pay-to-play models, Select Generation doesn’t accept just anyone. Every player they work with has either been scouted live or comes through a trusted recommendation. This ensures that the athletes they invest in have the right blend of talent, motivation, and character to make the most of their opportunities truly.

From Undiscovered to Unstoppable

Some of the best players in the world weren’t the most hyped at 16. They weren’t on flashy recruitment lists or born into elite academies. But they had something else: hunger. Select Generation thrives on finding these players—those with a chip on their shoulder, eager to prove themselves.

Their philosophy is simple: if you’re good enough, you deserve a shot. That’s why Select Generation scouts extensively throughout North America, searching for high-level talent who aren’t already in pro academies. The goal isn’t just to place players in colleges or teams; it’s to give them a roadmap, honest feedback, and the connections needed to take control of their own future.

“We don’t sugarcoat things,” Sam says. “If a player isn’t good enough, we’ll tell them. If they’re dreaming of only D1 but are not at that level, or better suited for minutes at, on paper, a “lower level” we will communicate that. We want to place players where they’ll actually succeed, not just where they think they should be.”

Defining Moments When It All Comes Together

For Sam and Victor, the real joy isn’t in the statistics—it’s in the stories. One of their proudest moments? Establishing their club in Spain and watching their team secure its first league win. But even more than that, it’s the individual success stories that stand out.

Like David, a goalkeeper who attended one of Select Generation’s Spain camps. Fresh out of college and unsure of his next step, he performed well enough to earn a training stint with Unionistas de Salamanca, a third-division team that had recently played against Barcelona.

“He told me, ‘Last month I was living out of my car with no clue what was going to happen next. Now I’m training with keepers who get paid serious money to do this.’”

For David, it wasn’t about securing a contract that day—it was about knowing he belonged. He had proof that he could compete at that level. That’s the kind of impact Select Generation strives for.

The Mindset That Separates Good from Great

Select Generation isn’t just about opening doors—it’s about preparing players to walk through them. Talent alone doesn’t guarantee success. Work ethic, resilience, and a proactive mindset are what set apart those who make it from those who don’t.

“You have to take control of your own process,” Sam emphasizes. “Too many players sit back and wait for opportunities to come to them. That’s not how it works. You need to be the one reaching out, improving your game, and staying disciplined both on and off the field. The harder you work, the luckier you get. ”

It’s this relentless drive that Select Generation instills in every athlete they work with. Players aren’t just given opportunities—they’re taught how to seize them.

Expanding Horizons From North America to Europe

One of Select Generation’s biggest achievements has been its international expansion. In August 2024, they launched the Select Generation Academy in Salamanca, Spain—a professional training environment designed to help players adapt to the European style of play. The academy provides North American players with exposure to a level of soccer that is faster, more technical, and tactically demanding.

For many young athletes, this is a game-changer. Playing abroad doesn’t just improve their skills—it changes their perspective. It forces them to grow, adapt, and prove themselves in an entirely new environment. And that’s exactly what Select Generation is about.

More Than Soccer – A Lifelong Impact

Select Generation measures success not just by the scholarships earned or contracts signed, but by the long-term impact they have on their players’ lives. Even for those who don’t go pro, the lessons learned—about discipline, resilience, and taking control of their future—stay with them forever.

“Select Generation is like playing a career-mode video game in real life,” Sam jokes. “It’s challenging, but every step forward feels like a win. And at the end of the day, that’s what it’s all about—helping players make progress, one opportunity at a time.”

The agency continues to evolve, always looking for new ways to support aspiring athletes. While they’re not yet involved in charitable work in the U.S., they dedicate volunteer hours in Spain and have ambitions to expand their community outreach in the future.

The Future of Select Generation

What’s next for Select Generation? More scouting, more opportunities, and an even greater commitment to finding and developing the next wave of elite players. The agency remains focused on its mission: ensuring that no talented player goes unnoticed and that every athlete willing to put in the work gets a fair shot at success.

For young soccer players looking to take their game to the next level, the message is clear—dreaming is just the beginning. The real work starts now. And if you’re ready for it, Select Generation is here to help you make it happen.

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