We’re excited to introduce you to the always interesting and insightful Luciano Ruscitto. We hope you’ll enjoy our conversation with Luciano below.

Luciano, appreciate you joining us today. Can you talk to us about serving the underserved.

Absolutely. The Cleveland Crunch is deeply invested in initiatives that directly impact underserved communities, driven by the belief that soccer can be a catalyst for positive change. Among these initiatives is organizing free drop-in soccer clinics located in communities where limited resources and financial barriers might restrict access to sports. These clinics provide the individuals within these communities an opportunity to participate in soccer, learn valuable skills, and experience the joy of teamwork and achievement, Our dedication to inclusivity is further evident in our adapted soccer camps for individuals on the autism spectrum. These camps allow participants to engage in soccer activities while in a structured and supportive environment that focuses on building confidence, fostering social interaction, and creating a sense of value and belonging. Additionally, in collaboration with local businesses and non-profit organizations, we aim to address the immediate needs of the communities that we serve through donation drives and fundraising events. By ensuring accessibility, we contribute to the creation of a more equitable and connected society. It’s all about providing opportunities, breaking down barriers, and making a lasting, positive difference.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I started playing soccer at the age of 4, and over the course of 26 years, the sport has become an integral part of my life. Currently, I am the President and General Manager of the Cleveland Crunch Major League Indoor Soccer club and I serve as the head coach of the men’s soccer team at Bryant & Stratton College. My entry into the industry was driven by a unique opportunity within indoor soccer, a niche market that has maintained a devoted fan base throughout the years. The decision to revive the Cleveland Crunch, a once iconic brand in Cleveland’s sports history, was fueled by a desire to reignite the positive impact it had on the community. Complementing my soccer career is my academic background. I hold a master’s degree in education and worked as a special education teacher for the past 6 years. My experience working as a teacher helped me develop a deep understanding of patience, the delayed gratification that comes with building skills, and the nuances of effective management and leadership. What sets me apart from others is an appreciation for the process or journey and the acknowledgment that success often involves failing forward. Challenges and setbacks are inevitable, and being resilient, learning from your mistakes and using setbacks as opportunities to learn and grow is crucial.

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

Building and maintaining strong relationships with customers is crucial for the success and sustainability of any business. One strategy that we use at the Cleveland Crunch to build and maintain customer relationships is keeping an open line of communication through various channels—email newsletters, social media, and even personalized messages and ensuring that communication is relevant and valuable to the customer or client. Another strategy that we use is actively seeking customer feedback and implementing changes based on their suggestions demonstrating that their opinions matter. When this is done while maintaining a consistent and positive brand image that directly aligns with the expectations and values of your customers, is when you begin to foster a sense of brand loyalty. The key is to make customers feel valued and part of a community rather than just transactions. Building relationships goes a long way in creating a loyal customer base.

Are there any books, videos or other content that you feel have meaningfully impacted your thinking?

One book that has significantly impacted my thinking and philosophy is “The Subtle Art of Not Giving a F*ck” by Mark Manson. This book promotes the idea that true happiness and fulfillment come not from avoiding problems or pursuing constant positivity, but from choosing what truly matters and aligning our values with the challenges and difficulties inherent in life. The book emphasizes the importance of being selective about the things we care deeply about, focusing on what is genuinely meaningful to us, and taking responsibility for our own happiness. It encourages readers to let go of societal expectations, superficial desires, and the pursuit of constant comfort, and instead, embrace life’s struggles as a pathway to personal growth.

Contact Info:

• Website: www.theclevelandcrunch.com
• Instagram: @clevelandcrunch
• Facebook: https://www.facebook.com/clevelandcrunch/
• Twitter: @clecrunch

Image Credits
Josh Cribbs, Alexi Lalas