⚽︎ Building a Private Goalkeeping Coaching Business with Jack Carillo
Soccer Coaching Business sat down with Jack Carillo, founder of Carillo Keeper School, to talk about his journey from player to coach, how he turned a side hustle into a thriving soccer training business, and what it takes to grow a goalkeeper coaching brand in today’s competitive soccer training landscape.
Leo: So Jack, how did you start Carillo Keeper School?
Jack: I started working for someone else at a facility, and they were taking most of the profits. When I asked if we could renegotiate my pay at the time — since my program was so successful — the owner had a negative reaction. That led to me leaving the facility.
Thankfully, most of the players and families followed me to my next location, where I managed the facility while also running my own goalkeeping program. Unfortunately, it was short-lived because I tore my ACL while playing semi-pro soccer. Once I was out, no one could really step into my role, and the facility eventually shut down and was sold to another company that went in a different direction.
After that, I took a bit of a hiatus from coaching classes and started doing more one-on-one private training. It was mostly cash-based, which helped with revenue but made it impossible to track profits or expenses like travel. As a younger coach, I made a lot of mistakes I now understand much better.
Later, I coached at a few colleges — New York College and St. Thomas Aquinas — and during that time, I met my wife. We got married, and when we were saving for our wedding, she actually encouraged me to get back into coaching. She said, “Do what you love — it’ll be better than picking up a night shift job.”
That advice got me back into the game. I started planning summer camps, clinics, private sessions, and club partnerships, and over the past five years, that has grown into something I’m really proud of.
Now, we work with about 100 goalkeepers a year and have eight coaches under me — some are in college, others have full-time jobs and coach part-time. We run winter and spring clinics, summer camps, and we’re even planning a holiday Goalkeeper Wars tournament this fall.
How Carillo Keeper School Stands Out
Leo: So tell us a bit more about your business — how is your goalkeeping company different from others?
Jack: Orange County, New York, isn’t known for its financial stability. It’s not like Westchester or New York City — the cost of living and wages are lower. So when some goalkeeper coaches come here charging $150 an hour, it’s short-lived. They usually move on.
My focus has always been on affordability and accessibility. I’d rather build strong numbers than chase high prices. We offer discounts for siblings and focus on creating value over ego.
Where we differ is that I specialize in developing new and young goalkeepers. Most coaches focus on advanced players — the ones already diving and flying around. I focus on the ones who can’t catch yet. We build the fundamentals and confidence first.
One of my proudest stories is a kid who came to me as a 9-year-old striker wanting to try goalkeeping. He fell in love with it and now plays at West Virginia University. That’s the kind of development we focus on — growth from the ground up.
What Makes a Great Goalkeeping Session
Leo: You’ve coached for a long time. What do you think makes a great goalkeeping session?
Jack: First — it has to be fun.
If it’s all drills and pressure without joy, it becomes a chore. The coach needs to bring energy, the players need to enjoy it. After every session, I ask my keepers three questions:
Did you get a good workout?
Did you learn something new or improve on something?
Did you have fun?
That last question is the most important. Goalkeeping is a high-pressure position — we stand in front of hard shots and often get blamed for losses. If you stop having fun, it’s time to step away.
Second — every session needs a plan.
You have to know your goal for that day. Without a structure, you’ll lose serious players who crave direction.
And third — meet players where they’re at.
If you’re coaching mixed levels, you need to challenge each group appropriately. The advanced keeper shouldn’t feel held back, and the beginner shouldn’t feel lost.
Handling Different Skill Levels
Leo: How do you handle sessions with goalkeepers at different levels?
Jack: For my programs, I separate them. When it’s my camp, I create groups based on age and skill:
Future Pros: 14 and under
Elite Development Academy: 15 and up
Within those, we further divide based on ability. On day one, we evaluate everyone and move players if needed. Parents appreciate the honesty.
At club sessions, where you can’t fully separate, I build drills that push both groups — maybe small-group footwork for the advanced ones, simpler catching work for the others. Then we bring everyone together for games so younger keepers can see what the next level looks like.
So — fun and competition together, but focused development during drills.
Biggest Obstacle as a Coach-Turned-Business Owner
Leo: What’s been your biggest challenge since starting your coaching business?
Jack: Honestly, not knowing my worth early on.
When I first started, I just accepted whatever pay I was offered because I wanted to coach. Later, when I tried to renegotiate, I realized how much that limited me.
Also, being a goalkeeper coach used to mean being an afterthought. Clubs often didn’t value the position enough to pay extra for specialized training. That’s changing now, thankfully — parents are more educated and goalkeeping is becoming more respected.
The Future of Private Training in the U.S.
Leo: Where do you see private training going in the next few years?
Jack: Private and supplemental training is only going to grow — not just in soccer, but across all sports. Parents are investing in development for scholarships and college opportunities.
In soccer, the pay-to-play model is both good and bad — it creates opportunities but also pressure. The key is avoiding burnout. I always remind my players: if you stop enjoying it, it’s not worth it.
More coaches are getting educated too — learning about fitness, psychology, and development beyond technique. That’s the direction I see the industry heading.
Advice for New Coaches Starting a Business
Leo: What advice would you give a coach who’s thinking of starting their own business?
Jack: Ask yourself why.
If your goal is just to make money, you’ll burn out. But if it’s to see kids grow and love the game, you’ll stick with it.
Also — make it your own. Don’t just copy what others do. Find your teaching style, your values, your system. And never think you’re the best — always keep learning.
Parents don’t send their kids to you because you’re “the best.” They send them because you help their child wake up excited to play. That’s the real measure of success.
Streamlining the Business Side
Leo: Tell us about your current sales and registration process.
Jack: When I started, everything was cash-based — messy and hard to track. About four years ago, I discovered Demosphere, a platform that handles my website, registration, and payments all in one place.
It was a $500 setup fee, and they take a small cut per transaction, but it changed everything. Now I can track every registration, payment, and email contact automatically. I can compare profits from camp to camp, forecast attendance, and pay my coaches fairly.
Before, I was guessing — now I can run reports, send email blasts, and manage everything professionally.
If you’re still using cash or spreadsheets — trust me — switching to a proper system saves time, money, and stress.
The Next 5 Years
Leo: Where do you see your business in the next five years?
Jack: My goal is to return to where we were heading before the pandemic — residential goalkeeper camps.
Before COVID hit, we ran our first residential camp at a local college. It was a huge success, but the pandemic stopped that momentum. Now, I want to expand into two or three residential camps across the Hudson Valley, while still offering local day options.
We already have goalkeepers coming from Pennsylvania and NYC, so this would make it easier for them and open bigger opportunities for our advanced players.
Leo: That’s amazing, Jack. Thanks so much for sharing your journey and insights.
Jack: Thank you so much — I really appreciate it!
⚽︎ Grassroots Marketing Strategies to Grow Your Private Soccer Coaching Business Locally
Starting or running a local soccer coaching business is exciting — but success depends on more than just great coaching. To fill your sessions and stand out in a competitive field, you need strong grassroots marketing strategies that connect you directly with your community. Grassroots soccer marketing focuses on personal relationships, local engagement, and word-of-mouth growth — the same foundations that make soccer itself so powerful.
Know Your Local Market
Before you promote your coaching services, understand who you’re coaching.
Identify your audience: Are you focusing on youth players, adult leagues, or school programs?
Research local demand: Check community centers, schools, and clubs to see where coaching gaps exist.
Position your offer: Align your services with what parents and players in your area actually need — such as beginner clinics, advanced skills training, or fitness-based soccer sessions.
Build a Strong Local Brand
Your brand is what makes your coaching business recognizable and trustworthy.
Create a memorable name and logo. Keep it clean, sporty, and relevant to your area (e.g., “Northside Soccer Academy”).
Be consistent. Use the same colors, tone, and messaging across your website, flyers, and social media.
Highlight your story. Parents and players connect with authentic stories — share your soccer journey, coaching philosophy, and passion for community growth.
Leverage Local Partnerships
Partnerships amplify your reach without large advertising costs.
Collaborate with schools and youth clubs. Offer free clinics, assist PE teachers, or run after-school sessions.
Team up with local businesses. Sports shops, cafés, or community centers often welcome cross-promotions.
Volunteer strategically. Get involved in charity events or tournaments — being visible builds trust and recognition.
Use Social Media the Smart Way
You don’t need a huge following — you need an engaged local audience.
Share valuable content: Post skill tips, training clips, match highlights, and motivational stories.
Spotlight your players: Celebrate achievements to create community pride (with permission).
Use local hashtags: Examples include #YourTownSoccer, #LocalFootball, or #YouthSoccer[CityName].
Run small ads: Facebook and Instagram ads targeting local parents or players can deliver big results with small budgets.
Offer Free Trials & Community Clinics
Few things drive sign-ups faster than letting people experience your coaching.
Host a “Free First Session” or open training day to introduce your program.
Use these events to collect contact details and feedback.
Always follow up personally — a simple message like “Thanks for coming! Here’s how to join our next program” goes a long way.
Build an Online Presence That Converts
Your website or landing page should clearly show who you are and why you’re different.
Include:
Your bio and coaching credentials
Training schedule & packages
Testimonials or parent/player reviews
Simple contact form or booking link
Bonus tip: List your business on Google Business Profile so you appear on local map searches like “soccer coach near me.”
Word-of-Mouth Still Wins
Grassroots success thrives on trust and relationships. Encourage satisfied players and parents to share your services.
Create a referral discount (e.g., “Bring a friend and both get 10% off”).
Feature player success stories on social media.
Engage your local network — attend games, support other teams, and show your commitment to the soccer community.
Track, Improve, Repeat
Marketing is not a one-time task — it’s a habit.
Track what works: Which posts get the most engagement? Which ads bring the most inquiries?
Adjust your approach based on results.
Keep your community involved — share progress updates and thank supporters regularly.
Grassroots soccer marketing isn’t about big budgets — it’s about connection, consistency, and community. When people know your name, trust your coaching, and see the positive impact you bring, your business grows naturally. By blending authentic relationships with smart local marketing, you’ll create a coaching brand that lasts for seasons to come.
Ready to Grow Your Coaching Business?
Book your FREE 15-minute Soccer Marketing Call with me today and get personalized tips to attract more players, boost visibility, and grow your local coaching brand.