We caught up with the brilliant and insightful Javi a few weeks ago and have shared our conversation below.

Javi, looking forward to hearing all of your stories today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.

After competing with several semi-professional teams in the NISA Nation League and SWPL here in California, I began to notice something important — many talented players around me were committed and full of potential, but lacked access to extra training or a professional-like environment to truly grow. That observation sparked an idea.

As someone with a background in graphic design and media, I decided to create Association Sportive Troy (AS Troy) — more than just a team, it’s a creative and athletic project designed to offer players high-level, professional-style training and experiences. We combine intense weekly sessions with dynamic visuals, photography, and branded content to bring a pro-like atmosphere to every session — helping players feel and perform like professionals.

But AS Troy is more than just soccer. It’s a growing network of players, creatives, and entrepreneurs — all connected through the game. Many of our members contribute to and benefit from the group. For example, one of our players runs a soccer jersey business, and we support him through photoshoots, design work, and social media promotion. Everyone brings something to the table, and we grow together.

Our principles — elegance, discipline, and hard work — guide everything we do. Whether it’s training, content, or collaboration, AS Troy stands for quality. We welcome all ages and levels, and the presence of current semi-pro players offers younger or developing athletes mentorship and high-level competition.

We’re currently preparing our official 5v5 indoor team to represent AS Troy in upcoming tournaments and leagues — another exciting step in our journey.

AS Troy isn’t just a team. It’s a movement — a place where passion for football, creativity, and community come together to create something greater.

Javi, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

Soccer has been a core part of my life since high school — and it’s never left me. I’ve always loved the sport: the competition, the discipline, and most of all, the opportunity to teach and uplift others through it.

Over the years, I’ve played at different levels and with various organizations, which gave me a firsthand understanding of both the strengths and the gaps in the system. I saw how many players, especially those with real potential, were left behind — not because they lacked talent or drive, but because the environments they trained in weren’t built for their growth. Too often, I witnessed organizations that claimed to support development, but didn’t truly prioritize the players or their communities.

That’s what motivated me to start building something different — something real. I wanted to create a space where players, especially those hungry to improve, could train seriously, feel supported, and get exposure to the professionalism they were striving for. My goal was — and still is — to help others level up not just on the field, but mentally and physically as well.

I’m proud of what we’ve created so far with AS Troy. Watching our members grow in confidence, skill, and even business has been the most rewarding part. It’s more than just soccer to me — it’s about creating impact through something I love.

Can you talk to us about how you funded your business?

Funding AS Troy started from a place of personal commitment. Alongside my work in soccer, I’m also the owner of a moving and furniture installation company that serves commercial buildings and businesses. From the income I earned through that business, I began setting money aside to invest in the essentials — equipment, training materials, branding, and media tools — everything needed to give the project a solid foundation.

As AS Troy started gaining attention for both its training quality and creative approach, we were fortunate to attract support from like-minded partners. One of our first collaborators was Salt Athletic, a soccer merchandise brand, who believed in our vision and offered sponsorship. Their support helped us take things even further — from soccer cleats bags and media to collaborative promotions.

It’s been a grassroots effort, driven by passion, consistency, and community. I’ve always believed that when you invest in something real and with purpose, the right people and opportunities will show up.

Can you tell us the story behind how you met your business partner?

I met my co-founder while we were playing together on a soccer team in Huntington Beach. From the beginning, it was clear that we shared the same vision — we both wanted to create something beyond just playing the game. We saw the potential for a project that could combine high-level training, media, and real opportunities for players to grow both on and off the field.

What really made things click was that, beyond his love for the game, he also brought a strong skill set in photography and media production. That creative side helped shape the visual direction of AS Troy and made the project feel even more real and professional from the start.

Our combined experiences — on the field and off — gave AS Troy a unique foundation. We weren’t just building a team; we were building a platform. Having someone with the same drive, mindset, and complementary skills has made all the difference.

Contact Info:

• Instagram: AS_Troyfutbol

Image Credits

@ sportive_lions_productions