Atlanta Fire United

What Atlanta Fire United does

Atlanta Fire United Soccer Association is a 501(c)(3) nonprofit youth soccer club founded in 1980 as West Gwinnett Soccer Club and rebranded under its current name, headquartered in Duluth, Georgia and operating across the metro Atlanta area. The club delivers a vertically integrated player development pathway spanning First Kicks (ages 3-4), Junior Fire Rec League (U6), AFU Recreational (U6-U19), Academy (U8-U11), SCCL (U11-U19), ECNL (U13-U19), and USYS National League One (U13-U19), complemented by adult programs in WPSL and UPSL and a TOPSoccer program for athletes with disabilities (ages 4-19). Revenue is generated primarily through seasonal registration fees (recreational $209-$339, with higher competitive-tier fees), supplemental training and camp programs (FORGE, Master Skills, IGNITE, DFB Camp, goalkeeper offerings), tournament hosting (Spring Friendlies at $495/team, Elite Cup, Hudgens/Fall Rec Cups), and uniform/equipment sales through Lloyd's Soccer and Nike partnerships. Operations are supported by a part-licensed coaching staff (multiple USSF A-License holders with former professional playing experience), and the club competes in the ECNL Southeast Conference and UPSL/WPSL Georgia Conference. The technology backbone is third-party: PlayMetrics for registration and club management, SINC Sports for tournament operations, and TOCA Football for supplemental U12 training, with no proprietary platform or AI/ML capabilities disclosed. Distribution is direct-to-family through the club website (atlantaunitedsoccer.com) and field-based program delivery across 4-5 facility partnerships (George Pierce Park, Scott Hudgens Park, Bunten Road Park, Pinecrest Academy, Notre Dame Academy, Duluth High School).

Name

Atlanta Fire United

Legal name

Atlanta Fire United Soccer Association

Website

https://atlantaunitedsoccer.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

11–50 employees

Short description

Atlanta Fire United is a 501(c)(3) nonprofit youth soccer club serving metro Atlanta with a vertically integrated pathway from recreational (ages 3-19) through ECNL competitive play, plus adult WPSL/UPSL teams, camps, tournaments, and college recruiting services.

Ownership category

akta.pro rank

Product category

Youth Soccer Club Services

NAICS

Sports Teams and Clubs (711211), Sports and Recreation Instruction (61162), Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Local Amateur Clubs & Community Sports Organizations (MPAKACAE)

akta.pro secondary industries

Sport-Specific Amateur Leagues & Circuits (Non-Professional) (MPAKACAJ), Amateur & Grassroots Sport Associations (Community/Youth Governing Orgs) (MPAKAFAF)

Keywords

• Youth soccer programs
• Competitive soccer training
• Soccer club development
• College recruiting soccer
• Soccer camps and tournaments

Headquarters

HQ city

Duluth

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Recreational Program Registration Fees: Seasonal registration fees for recreational soccer programs. Fees vary by age group: U8-U12 = $209 per season, U14-U19 = $239 per season. Includes uniforms ordered separately. Covers officials, field maintenance, equipment, insurance, and affiliation fees.
2. Competitive/Academy Program Fees: Fees for Academy, Select, ECNL, SCCL, and National League One programs. Financial commitment documents available for U8-U14 and U15-U19 age groups. Programs include training sessions, league games, and tournaments.
3. Camp Programs: Revenue from various camp programs including Spring Break Camp (half day $160, full day $240), Summer Camp, Pre-Tryouts Camp, Goalkeeper Academy, High School Prep Camp, German Soccer Federation Camp, and ECNL ID Camp.
4. Master Skills Program: Supplemental skill-training program for U8-U14 competitive players. $295 for 10 sessions including a Dri-Fit shirt. Led by Academy Director Gregg Tavani, focusing on dribbling, shooting, passing, and tactical decision-making.
5. Tournament Hosting Fees: Revenue from hosting tournaments including AFU Spring Friendlies ($495 per team), AFU Elite Cup, and Hudgens Rec Cup. Teams pay registration fees to participate in these competitive events.
6. TOPSoccer Program: Community-based training program for athletes with disabilities ages 4-19. $30 registration fee including T-shirt, held Sundays at George Pierce Park.
7. Uniform Sales: Uniform sales through Soccer Village/Lloyd's Soccer for recreational (U6-U19) and competitive programs. New recreational uniform cycle for Fall 2026 season.
8. Adult League Programs: Revenue from adult soccer programs including WPSL (Women's Premier Soccer League) and UPSL (United Premier Soccer League) teams.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Atlanta Fire United is a community-based 501(c)(3) nonprofit youth soccer club operating in the metro Atlanta area. It sells organized soccer programs spanning recreational, academy, competitive (SCCL, ECNL, National League One), and adult (UPSL/WPSL) levels for players ages 4 through adult, along with supplementary offerings including camps, supplemental training (Master Skills, FORGE, IGNITE), tournament hosting (Elite Cup, Hudgens Rec Cup, Spring Friendlies), and dedicated college recruiting support.

Product overview

Atlanta Fire United operates as a multi-tiered youth soccer club offering a unified platform of programs that progress from recreational to elite competitive levels. The portfolio spans: (1) Recreational Programs including AFU REC (U6-U19, $209-$239), First Kicks (ages 3-4), Junior Fire Rec League (U6), and TOPSoccer for athletes with disabilities; (2) Competitive Programs including Academy (U8-U11), SCCL (U11-U19), ECNL (U13-U19), and National League One (U13-U19); (3) Adult Programs including WPSL and UPSL; (4) Supplemental Development including FORGE Technical Development Series, Master Skills Program, and IGNITE Pre-Season Camp; (5) Camps including Spring Break, Summer, High School Prep, Goalkeeper Academy, DFB German Federation Camp, and College ID Camp; (6) Tournament Hosting including Spring Friendlies, Elite Cup, Select Elite Cup, and Hudgens/Fall Rec Cups; (7) College Recruiting Services with dedicated directors. Registration is managed through PlayMetrics platform.

Differentiator

Problem solved

Functional benefit

Products and services

• AFU Recreational Soccer (AFU REC) Recreational soccer program for U6-U19 boys and girls, providing player development in a fun, inclusive environment with standard age group fees ranging from $209-$239 per season.
• Academy Program Development-focused competitive program for U8-U11 boys and girls, emphasizing technical skills, possession-based play, and age-appropriate curriculum with 2 outdoor sessions per week plus futsal for older age groups.
• SCCL (Southeastern Clubs Champions League) Program Regional competitive league program for U11-U19 teams competing in Champions and Premier divisions with promotion/relegation system, featuring 3 training sessions per week including futsal and TOCA components.
• ECNL (Elite Clubs National League) Program Top-tier national competitive program for U13-U19 boys and girls, competing in the ECNL Southeast Conference with up to 4 training sessions per week including strength and conditioning, providing exposure at national showcases for college recruiting.
• National League One Program USYS National League integration program for U13-U19 teams providing national competition platform with regional showcases and playoffs, emphasizing possession-based play and player development.
• WPSL (Women's Premier Soccer League) Adult women's soccer league program providing competitive playing opportunities for women, with AFU competing in the WPSL Georgia Conference.
• UPSL (United Premier Soccer League) Adult co-ed premier soccer league program with AFU competing in the UPSL Georgia Conference; AFU named 2025 Spring Division One Champions.
• Spring Break Camp Week-long intensive camp (April 6-10, 2026) at George Pierce Park focusing on daily technical themes: dribbling, passing, shooting, with half-day ($160) and full-day ($240) options for ages 4-14.
• Summer Camp Multi-week summer camp program designed to improve technical and tactical understanding of the game, focusing on fundamental aspects with age-specific skill development.
• High School Prep Camp Pre-season camp led by Executive Director Mirza Mustafic for high school-bound players, focusing on speed/agility, position-specific training, technical skills, and formation play to prepare for school tryouts.
• AFU Goalkeeper Academy Specialized goalkeeper training program providing consistent coaching feedback and structured development pathway for all goalkeepers within the club, including both field player and GK-specific sessions.
• Goalkeeper May ID Camp Goalkeeper-specific identification camp for U7-U13 players to showcase skills to coaching staff, with pre-tryout preparation focus.
• Master Skills Program (MSP) Supplemental skill-training program for U8-U14 Academy and Select players led by Academy Director Gregg Tavani, focusing on dribbling, shooting, passing, and tactical decision-making; $295 for 10 sessions.
• FORGE: Technical Development Series Skill-focused bridge program between recreational and academy-level play for children aged 7-11, with enhanced skill development and competitive training environment; includes FORGE for GoalKeepers; $165 for field players, $300 for both.
• DFB (German Football Federation) Soccer Camp Elite summer camp hosted in partnership with Global Soccer Development featuring official DFB-certified coaches for players born 2010-2018; includes Adidas training kit and European training methodology (July 13-17, 2026 at Scott Hudgens Park).
• ECNL ID Camp Identification camp for U13-U19 players (birth years 2007-2013) interested in joining AFU's ECNL and/or ECNL-R teams, led by coaching staff including DOC Garth Pollonais and Executive Director Mirza Mustafic.
• College ID Camp College recruiting identification camp open to all players regardless of club affiliation; AFU guarantees attendance of at least 15 current college coaches; contacts include Mirza Mustafic, Steve Allison, and Garth Pollonais.
• AFU Spring Friendlies Tournament hosting event for boys and girls teams (U12-U15) providing meaningful games for spring season preparation; $495 per team, guaranteed two games across January 31 - February 1, 2026.
• AFU Academy Elite Cup Unrestricted tournament for Academy teams (U8-U12) on May 2-3, 2026 in Metro Atlanta area (Cumming, Duluth, Suwanee); open to all US Soccer affiliations.
• AFU Select Elite Cup Unrestricted tournament for Select teams (U12-U19) on May 9-10, 2026 in Metro Atlanta area; open to all US Soccer affiliations.
• AFU Hudgens Rec Cup Recreational soccer tournament sanctioned by US Youth Soccer for boys and girls teams (U6-U19) on May 16-17, 2026 in Metro Atlanta area (Duluth and Suwanee).
• AFU Fall Rec Cup Recreational soccer tournament for recreational teams only, sanctioned by US Youth Soccer on November 15-16, 2025 in Metro Atlanta area (Bunten Road Park and George Pierce Park).
• TOPSoccer Community-based training and team placement program for athletes ages 4-19 with intellectual, emotional, and/or physical disabilities, providing soccer opportunities in a safe, fun, and inclusive environment; $30 with T-shirt included.
• College Recruiting Services Comprehensive college recruiting guidance through dedicated boys' and girls' recruiting directors (Sal Martelli, Steve Allison, Mirza Mustafic), including one-on-one meetings, recruiting documents, ID camps, and connections to college programs.
• First Kicks Introductory soccer program for 3-4 year olds (birthdate range 8/1/2021 - 7/31/2023) held Saturday mornings at George Pierce Park; $149 with T-shirt included.
• Junior Fire Rec League (U6) Entry-level recreational program for 5-year-old players ($339 per season) with practices at Bunten Road Park and George Pierce Park, games on Saturday mornings at George Pierce Park.
• IGNITE: Pre-Season Fundamentals Camp 2-day pre-season camp for ages 5-11 (U6-U12) focused on skill development and fitness; $89; held August 15-16, 2026 at George Pierce Park.
• Futsal Training Weekly futsal training component for U11 Academy teams and optional winter/summer programs, focusing on technical skills, decision-making, and tactical awareness in indoor soccer environment.

Quantifiable outcome

• Dedicated College Recruiting Directors for both boys and girls programs with minimum 15 college coaches guaranteed at College ID Camp
• +2 more outcomes

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Partnerships

13 partnerships are on record, tiered core, major and minor.

• City of Duluth Parks and RecreationcoreStrategic or Co-development PartnerLong-term partnership providing access to parks and recreation facilities. AFU has been proudly serving the youth soccer community since 1980 in partnership with City of Duluth Parks and Recreation.
• Gwinnett County Parks and RecreationcoreStrategic or Co-development PartnerPartnership for facility access and community program support. Key partner in providing soccer opportunities for metro Atlanta youth.
• NikecoreChannel Partner/ Reseller/ DistributorOfficial kit and equipment partner. AFU logo displayed on Nike partner page. Players can purchase Nike soccer equipment through the partnership.
• Lloyd's Soccer / Soccer VillagemajorChannel Partner/ Reseller/ DistributorUniform supplier for AFU Rec League U12-U19. Families receive invitation link from Soccer Village/Lloyd's Soccer after registration to order uniforms.
• Global Soccer Development (GSD)majorStrategic or Co-development PartnerHosts the DFB (German Football Federation) Soccer Camp at AFU facilities. Elite German coaches come to train youth players (born 2010-2018) using European training methods. AFU hosts the Atlanta location.
• TOCA FootballmajorStrategic or Co-development PartnerPartnership for weekly TOCA training for U12 teams. TOCA X AFU collaboration provides specialized technical training. AFU U12 teams train weekly at TOCA Johns Creek.
• Pinecrest AcademyminorStrategic or Co-development PartnerPrivate school partnership providing facility access for tournaments and games at 955 Peachtree Parkway, Cumming, GA 30041.
• Duluth High SchoolminorStrategic or Co-development PartnerSchool partnership providing facility access for games and tournaments at 3737 Brock Rd NW, Duluth, GA 30096.
• Notre Dame AcademyminorStrategic or Co-development PartnerPrivate school partnership providing turf field access at 4635 River Green Parkway, Duluth, GA 30096 for tournaments and games.
• Georgia SoccermajorStrategic or Co-development PartnerState-level soccer governing body affiliation. AFU programs are sanctioned by Georgia Soccer for youth rules, regulations, and insurance.
• ECNL (Elite Clubs National League)coreStrategic or Co-development PartnerAFU is a member club of ECNL for both boys and girls U13-U19 programs. ECNL is the top national competition and development platform. AFU competes in ECNL Southeast Conference.
• US Club SoccercoreStrategic or Co-development PartnerAFU SCCL and National League One programs operate under US Club Soccer sanctioning. ECNL is also sanctioned by US Club Soccer.
• US Youth SoccercoreStrategic or Co-development PartnerAFU tournaments are sanctioned by US Youth Soccer. National League One operates in partnership with USYS National League.

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Southern Soccer Academy: Georgia-based competitive youth soccer club with similar ECNL/SCCL pathway offerings. Competes directly for elite players across metro Atlanta and greater Georgia region.
• Concorde Fire Soccer Club: Atlanta-area youth soccer club competing across the same age groups and competitive tiers (ECNL, SCCL, recreational). Concorde Fire is AFU's most direct same-metro competitor, sharing coaching talent (Pollonais and Gailey previously coached at Concorde Fire) and competing for the same family registrations.
• NASA Tophat Soccer Club: Atlanta-region youth soccer club offering similar developmental and ECNL pathways across U5-U19. Direct same-metro competitor for player registrations and coaching talent (Mike Gailey previously served as Milton Director at NASA Tophat).
• United Futbol Academy: Multi-state youth soccer club operating competitive and recreational programs similar to AFU's stack. Comparable ECNL-adjacent positioning and pricing model across the Southeast.

Regional players

• GSA (Georgia Soccer Academy / Greater Atlanta Soccer): Regional/state-affiliated soccer programs in Georgia operating youth competitive leagues. Functions as a regional counterpart and indirect competitor for player registrations and league participation across metro Atlanta.

Others

• SINC Sports: Tournament registration and management platform used by AFU for hosted events. Technology vendor / ecosystem participant rather than a direct competitor.
• TOCA Football: Specialty indoor soccer training facility partner that provides supplemental weekly training to AFU's U12 teams at TOCA Johns Creek. Adjacent training technology provider rather than a competitor.
• US Club Soccer: National governing body that sanctions AFU's SCCL and National League One programs. Functions as a rule-maker and league affiliate rather than a competitor.
• ECNL (Elite Clubs National League): National youth soccer league platform of which AFU is a member club. ECNL is not a competitor but the structural platform that defines AFU's top-tier competitive positioning and college recruiting exposure.

Broad incumbents

• Atlanta United FC Academy: The MLS Atlanta United FC youth development academy — a larger, MLS-affiliated platform that operates a similar youth-to-pro pathway but with MLS brand resources and a professional parent club. Not a typical grassroots community club but directly competes for top talent in metro Atlanta.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/atlantaunitedsa
• Facebookfacebook.com/atlantaunitedsoccer
• LinkedInlinkedin.com/company/atlanta-united-fire-soccer

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Atlanta Fire United