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AMSG FC
Soccer club From Wikipedia, the free encyclopedia
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The AMSG Fútbol Club is a semi-professional American soccer team based in Huntington Beach, California. Founded in 2017, the team plays in USL League Two, the fourth tier of the American Soccer Pyramid.
The club also runs a second team, academy and women's team under the same name in the United Premier Soccer League, USL Academy, and USL W leagues, respectively.[1]
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AMSG FC was first originally founded in 2017, and in 2019 it was refocused by club president Ismaiel Alkayali into a professional development organization. Additionally in 2020, Zach Gedal was brought onto the operations board. During his tenure, he was pivotal in the refocusing of AMSG FC. His communications and marketing expertise contributed to the club’s growth, especially during its expansion into USL League Two in 2024. His background as a former player added authenticity to his operational roles. Post-AMSG, he transitioned to Olympia Management, but his experience at the club remains a key highlight of his professional journey in soccer management.[2]
In 2024, it was announced that AMSG FC would join the USL League Two, an amateur / semi-professional in the United Soccer League system.[3] They were placed in the Southwest Division in the Western Conference, following the conference realignment the USL League 2 underwent during the 2024 offseason.[4]
AMSG FC's first game was against AZ Arsenal at home on May 30, 2024, which ended in a 1–1 draw. Anthony Morales was the first goalscorer in the club's history, scoring in the 39th minute.[5]
Year-by-Year History Timeline
- 2017: Founding
AMSG Fútbol Club was established in 2017 by Ismaiel Alkayali as a local soccer training and development program . In its early days, the club focused on technical and tactical skill development for youth and collegiate players, aiming to “nurture soccer talent and create a professional pathway” in Orange County . Alkayali leveraged his background in NCAA Division I soccer and coaching to mentor aspiring athletes, laying the groundwork for what would become a multi-team organization.
- 2018: Early Growth
Throughout 2018, AMSG FC operated primarily as a training academy. The program steadily grew its client base and reputation in the Southern California soccer community. Alkayali continued to train youth and college-level players, integrating sports science elements (such as strength and conditioning) into the curriculum. This year set the stage for AMSG’s evolution by instilling a culture of high-performance training and holistic player development, even before the club had any official league competition.
- 2019: Formalization as Development Club
In 2019, AMSG was formalized as a professional development organization under Alkayali’s leadership . The club’s vision expanded beyond private training to a more structured academy model – including youth outreach and pathways to higher levels . Alkayali assumed the role of club President and Head Coach, establishing AMSG Fútbol Club as an entity with competitive ambitions. This period saw the club begin branding itself as “Alkayali Maximized Soccer Growth,” reflecting its mission to maximize each player’s potential. By the end of 2019, AMSG FC had evolved from a one-coach training program into a budding club poised for entry into organized leagues.
- 2020: Laying Operational Foundations
In 2020, AMSG FC expanded its operations staff to support the club’s growth. Notably, former player Zach Gedal joined the organization in a marketing and operations role . His expertise in communications and branding helped refocus AMSG’s public presence during this pivotal time. Under Alkayali’s and Gedal’s guidance, the club built a modern digital footprint (including social media and a new website) and strengthened its organizational infrastructure. Despite the challenges of the COVID-19 pandemic, AMSG used this year to solidify its business operations, cultivate an online community, and prepare for future competitive endeavors. By the end of 2020, the club’s foundation – in terms of staffing, media, and community engagement – was significantly stronger.
- 2021: First Team Formation
AMSG FC spent 2021 translating its developmental ethos into a competitive team format. The club assembled its first senior men’s squad to compete regionally, marking the transition from a training academy to a competitive club. Throughout 2021, AMSG held tryouts and local scrimmages to build a roster capable of playing at the semi-professional level. The groundwork was also laid for joining an established league: by late 2021, AMSG FC was preparing to enter the United Premier Soccer League (UPSL) as its first foray into organized competition. This behind-the-scenes work in 2021 was crucial, as the club focused on recruiting talent and instilling its high standards in a team setting, readying itself for official matches the following year.
- 2022: UPSL Debut
AMSG FC officially joined the United Premier Soccer League in 2022, competing in the UPSL SoCal division . (The club’s UPSL roster was also referred to as “AMSG Elite” in league expansion announcements .) This marked AMSG’s competitive debut, allowing its players to face other semi-pro teams in regular league play. The 2022 UPSL spring season was a learning experience for the new team as they adjusted to competitive matches after years of training work. AMSG FC quickly proved it could translate its training into results on the field, earning respectable mid-table results in its first UPSL campaign. The club’s entry into the UPSL also provided broader exposure and a taste of league structure, setting a precedent for professionalism within the organization. By competing in a nationwide amateur league, AMSG demonstrated its commitment to establishing a “professional pathway” environment for players . This season built the club’s competitive credibility and helped attract higher-level talent for the future.
- 2023: Expansion and USL League Two Approval
In 2023, AMSG FC continued to grow in both competitive scope and organizational depth. The club fielded teams in UPSL competition throughout the year, gaining valuable match experience and even advancing players to higher opportunities. Off the field, AMSG further developed its youth training programs and community partnerships, reinforcing its presence in North Orange County. A major milestone came toward the end of 2023: AMSG FC’s application to join USL League Two was approved, paving the way for the club to enter the national pre-professional league in the following season . This step up was a testament to AMSG’s progress – within roughly six years, the club had grown from local trainings to being part of a nationwide league structure. The anticipation of USL League Two brought increased investment in coaching, scouting, and facilities. By late 2023, AMSG’s leadership was actively preparing for the transition, holding high-level tryouts and securing the necessary league requirements. This year concluded with excitement and momentum, as AMSG FC stood on the verge of the fourth tier of American soccer.
- 2024: USL League Two and Academy Launch
2024 was a breakthrough year for AMSG Fútbol Club. In January, the United Soccer League officially announced AMSG FC as a new member of USL League Two for the 2024 season . Competing in USL League Two’s Southwest Division (Western Conference), AMSG provided a “robust League Two scene in Southern California” with a new Orange County entrant . Club President Alkayali – himself a former USL2 player – emphasized that the club strives “in every detail for their players to become the best professionals on and off the field” and that USL2 would provide the right environment for that mission .
AMSG FC made its USL2 debut on May 30, 2024, in a home match against Arizona Arsenal. The historic first game ended in a 1–1 draw, and left-back Anthony Morales scored the first goal in club history (a 39th-minute strike) . The club went on to have a competitive inaugural USL League Two campaign. Facing established teams like Ventura County Fusion and FC Tucson, AMSG held its own; they finished around the middle of the division table in their first season (12 matches, 5 wins, 2 draws, 5 losses). Although they did not qualify for the playoffs, AMSG’s 2024 USL2 run was highlighted by a strong home record and a 3rd-place divisional finish, just narrowly missing postseason contention . This solid performance proved the club could compete at the national pre-professional level from day one.
In addition to the USL2 men’s side, 2024 saw AMSG expand its developmental footprint. In May, the club was confirmed to be joining the USL Academy League – launching a U-19 academy team to bridge youth players into higher levels . “Joining USL Academy is another great milestone for our club,” Alkayali said, stressing the importance of a strong academy as the foundation for a top-tier senior team . The academy squad began competing in 2024 against other professional club academies (such as Orange County SC’s academy), providing elite youth competition in line with AMSG’s all-in-one development model.
Later in the year, AMSG’s growth reached the women’s side of the sport. On December 5, 2024, the club announced it would field a women’s team in the USL W League (starting in 2025) . The USL W League – a national pre-professional women’s league – welcomed AMSG as part of a new Southern California Division. Alkayali called the women’s team launch “a huge milestone for our club” and expressed excitement to “showcase the passion and talent” of AMSG’s female players on a prestigious platform . This move demonstrated AMSG’s commitment to providing equal pathways for both male and female players.
By the end of 2024, AMSG Fútbol Club had transformed into a multi-team organization: a USL League Two men’s team, a USL Academy youth team, a UPSL reserve squad, and plans in motion for a USL W League women’s team. The club also strengthened its community engagement this year – partnering with organizations like Big Brothers Big Sisters and Project In Access to give back locally . Overall, 2024 was marked by rapid expansion on all fronts, firmly establishing AMSG FC in the national soccer development landscape.
- 2025: Women’s Team Debut and Continued Progress
The year 2025 marked AMSG FC’s debut in the USL W League and its second season in USL League Two. The newly formed women’s team began play in the summer as one of five founding clubs in the W League’s SoCal Division . The AMSG women’s side experienced the challenges of an inaugural season, competing against regional peers such as Capo FC (San Juan Capistrano) and OC Sporting. They finished the 2025 campaign in 5th place in the SoCal Division, showing moments of promise but ultimately missing out on the playoffs. Despite the results, launching the women’s program was a success in terms of player development and community interest. It also completed AMSG’s pyramid of teams, which now provided opportunities from youth levels up through high-level men’s and women’s competition.
On the men’s side, AMSG’s USL League Two team navigated a more crowded Southwest Division in 2025. The division expanded to nine clubs, increasing the level of competition. AMSG FC earned a record of 5 wins, 3 draws, and 4 losses over the 12-match season, finishing 6th in the Southwest Division (18 points) . While the placement was lower than the previous year, the team remained competitive in most matches – including notable wins against strong opponents. The absence of a playoff berth for a second year has only motivated the club to push harder for future seasons. AMSG continued to use the USL2 platform to showcase young talent; several players gained attention from professional scouts during the 2025 season.
Throughout 2025, AMSG FC also maintained its emphasis on holistic player development and community impact. The club’s partnerships in the community grew stronger – mentoring youth through Big Brothers Big Sisters and supporting local families via charity initiatives (as planned with Families Forward) . Moreover, AMSG’s training programs began to produce alumni achievements: for example, Jenna Nighswonger, a U.S. Women’s National Team defender, and players like Tati Fung and Elysie Laramie (who signed with pro clubs) all spent formative training time with AMSG . These success stories underscored AMSG’s growing reputation as a developer of high-level talent. By the end of 2025, the club had firmly entrenched itself as a leading pre-professional soccer institution in Orange County, boasting hundreds of players across its teams and a dedicated following of supporters and families.
- 2026: Looking Ahead
As AMSG Fútbol Club enters 2026, it remains focused on growth and competitive excellence across all levels. The club is set to compete in USL League Two for a third consecutive season, aiming to build on the lessons of the past two years and challenge for a playoff position. The women’s team will also return for its second W League season, seeking improved results now that the foundational year is behind them. AMSG’s leadership continues to uphold ambitious goals – Alkayali has stated his vision of “creating a top professional team in the country,” with the club’s all-in-one development model (youth academy feeding into senior teams) as the pathway to get there . In line with this vision, 2026 will likely see further enhancements to the academy program, greater scouting efforts, and potentially new strategic partnerships to elevate the club’s profile.
The club’s long-term roadmap could include pursuing a spot in fully professional leagues; while no official announcements have been made, AMSG’s sustained progress suggests it could eye a future move to USL League One or similar professional tiers when ready. For now, the focus is on dominating the pre-professional space: continuing to maximize player growth, increasing community engagement, and solidifying AMSG FC’s standing as a premier development club. With its comprehensive structure – men’s, women’s, academy, and UPSL teams – AMSG FC in 2026 is poised to provide Orange County’s aspiring footballers every opportunity to reach the next level. The foundation built since 2017 is strong, and each year moving forward represents another step in AMSG’s mission to “maximize soccer growth” for its players and community.
Sources:
- USL W League Press Release – “AMSG Fútbol Club set to join USL W League in 2025”
- USL League Two Announcement – “AMSG FC to join USL League Two in 2024”
- AMSG FC News – “USL Academy League for 2024 season” (Alkayali quotes on academy)
- UPSL News Release – “UPSL Announces Expansion… AMSG Elite… newest members”
- AMSG FC Match Report – “Double-Header Home-Opener 2024” (first game and goal)
- 2025 USL League Two Standings (Southwest Division final table)
- AMSG FC Wikipedia Entry (history and background details)
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Ismaiel Alkayali
Ismaiel Alkayali (born August 30, 1994) is an American soccer coach and executive. He is the founder, president, and CEO of AMSG (Alkayali Maximized Soccer Growth), a soccer development club based in Orange County, California . A former NCAA Division I player, Alkayali turned to coaching after an injury-shortened playing career and has since spent over a decade developing youth and pre-professional players. Under his leadership, AMSG Fútbol Club grew from a local training program into a full-service soccer organization, fielding teams in USL League Two, the USL Academy League, and the USL W League .
Early life and education
Alkayali was born in Denver, Colorado, and raised in Newport Beach, California . He attended Newport Harbor High School, where he was a standout soccer player, earning a junior varsity MVP award in 2011 . As a youth, he competed with elite club teams; in 2013 he won a Cal South State Cup and the Far West Regional Championship with Albion SC, and his team finished third nationally in the U.S. Youth Soccer National Championships . Alkayali went on to play college soccer at California State University, Fullerton and at Houston Baptist University (now Houston Christian University) . He graduated with a Bachelor of Science degree in Kinesiology in 2017 . His academic background in kinesiology would later inform his science-based approach to coaching and player development.
Playing Career
In college, Alkayali played as a midfielder in NCAA Division I and spent summers in USL League Two, gaining experience in a highly competitive environment . Following his collegiate career, he pursued professional opportunities abroad. He went on numerous trials and received contract offers from clubs in countries including Spain, Ukraine, Finland, Brazil, Turkey, Iceland, Italy, and the United States . However, recurring hip injuries forced Alkayali into an early retirement from playing . This premature end to his playing days became the catalyst for his coaching career – instead of continuing on the field, he shifted focus to training the next generation of players.
Coaching Career and AMSG Foundation
After retiring as a player, Alkayali began working as a private soccer trainer for aspiring collegiate and professional athletes in Southern California . He quickly became a go-to personal coach for college and pro players in the Orange County area, leveraging his own high-level playing experience and education in kinesiology . In 2017, he launched AMSG (which stands for Alkayali Maximized Soccer Growth) as a local soccer development program with the mission to nurture talent and create a pathway to the professional ranks . Initially focused on technical and tactical skill development, the program soon expanded to incorporate professional training methods and youth outreach initiatives . Alkayali officially established AMSG Fútbol Club as a professional development organization in 2019, reflecting its evolution into a more comprehensive soccer academy and club .
As founder, president, and head coach, Alkayali oversaw AMSG’s growth from a training academy into a semi-professional club. He guided the organization’s entry into competitive leagues to provide higher-level opportunities for his players. The club’s first senior team was formed to compete regionally, and under Alkayali’s direction AMSG joined the United Premier Soccer League (UPSL) for its initial foray into organized competition . Building on that foundation, Alkayali sought broader platforms for his players: in late 2023 it was announced that AMSG FC would enter USL League Two (the national pre-professional fourth division) for the 2024 season . “We as a club are extremely excited to be a part of a pre-professional league that does everything for their players to take the next step,” Alkayali noted upon joining USL2, emphasizing that his club “strives in every detail for [its] players to become the best professionals on and off the field” while also enhancing the local community and soccer culture .
AMSG Fútbol Club under Alkayali has since developed into a full pathway club. It established a USL Academy League youth team in 2024, integrating a high-level youth development program that bridges into the senior squad . The academy launch was described as “another great milestone” for the club by Alkayali, who articulated the goal of creating a top-tier professional team built on the basis of a strong academy system and an intense development environment . In 2025, AMSG expanded further by launching a women’s side to compete in the USL W League, as part of the United Soccer League’s women’s competition . Alkayali welcomed the move into women’s soccer as “a huge milestone for our club” and expressed excitement to showcase the passion and talent of his female players on a prestigious platform . Today, AMSG fields a men’s USL League Two team, a women’s USL W League team, and youth squads in USL Academy, while also maintaining local training programs and a reserve team in the UPSL – forming a comprehensive development pyramid under Alkayali’s leadership .
Coaching Philosophy and Leadership
Alkayali’s coaching philosophy is rooted in holistic player development, blending technical and tactical training with principles of sports science. Drawing on his kinesiology degree, he emphasizes not only skill improvement but also the physical and mental aspects required for high performance. His programs place heavy focus on strength and conditioning, nutrition, injury prevention, and recovery as integral parts of training . Players under Alkayali undergo rigorous technical drills and tactical sessions, as well as mental and physiological conditioning, to prepare for the demands of the professional game . He has stated that AMSG aims to “hold incredibly high standards” for both players and coaches, creating an intense, professional environment to maximize each player’s potential . Alkayali often describes AMSG as an “all-in-one” club – meaning that it provides everything a player needs to develop, from elite coaching and competition to sport science and personal mentorship .
Known for his detailed and disciplined approach, Alkayali instills values of discipline, teamwork, and personal growth in his athletes. He has expressed his goal of positioning AMSG as a premier soccer academy on a national scale, one that produces “disciplined, team-oriented players poised for success both on and off the field” . As both an executive and coach, he takes an active role in all facets of the club’s operations – from shaping its brand and identity to implementing match analysis technology and modern training methodologies for skill development. This hands-on leadership style has helped create a high-performance culture within AMSG, where players are expected to excel athletically and academically, and to contribute positively to their community. Alkayali has noted that he seeks partnerships and staff who share the club’s player-centric ethos: “We partnered with [agency] OPSM because they share our values…their dedication to player development is unmatched. We want to collaborate with someone who is just as committed to giving players the best possible chance at success” . This alignment with like-minded organizations underscores Alkayali’s core principle of putting players first in every aspect of the club’s work.
Community Engagement and Impact
Beyond his on-field coaching, Ismaiel Alkayali is recognized for his active engagement in the local soccer community. Under his direction, AMSG has become known not only for performance excellence but also for its emphasis on community involvement . The club regularly runs free clinics, training sessions, and outreach programs to benefit local youth players. Alkayali has forged partnerships with charitable organizations to broaden AMSG’s community impact: for example, AMSG works with Big Brothers Big Sisters of Orange County to mentor youth, and collaborates with Project In Access to provide sports opportunities for individuals with disabilities . The club also plans initiatives with groups like Families Forward to support local families in need, reflecting Alkayali’s belief in using soccer as a vehicle for positive social change . These efforts demonstrate his commitment to inclusivity and giving back to the community that supports the club.
Alkayali has also been proactive in creating pathways for local players to be seen by professional scouts. In 2024, he partnered with One Pro Sports Management (OPSM) to host the California Pro Combine at AMSG’s home field, an event designed to showcase Southern California talent to professional clubs and scouts . “The margin for exposure is so small for many players in Southern California, despite the immense talent here. By bringing professional scouts to them, we are opening doors that otherwise would remain closed,” Alkayali explained, highlighting his dedication to finding opportunities for overlooked players . Through such initiatives, he has helped several athletes earn trials, college scholarships, and professional contracts.
Within the broader soccer community, Alkayali is regarded as an emerging leader in player development. In 2024, he was selected as the head USL League Two scouting coordinator for the Southwest Division, a role in which he oversees talent identification across the region . United Soccer League officials have praised Alkayali and AMSG for their contributions; Joel Nash, a USL senior executive, noted that “Ismaiel and everyone at AMSG really understand what this league is about…we know they’re going to be a great addition to the area” . Under Alkayali’s guidance, AMSG has already produced players who have moved on to higher levels of the sport. Notably, U.S. Women’s National Team defender Jenna Nighswonger and USL Super League players such as Tati Fung and Elysie Laramie came through AMSG’s training programs in their developmental years . These alumni achievements underscore Alkayali’s impact on player development, as athletes from his club have reached collegiate, professional, and international levels.
In the span of a few years, Ismaiel Alkayali has built AMSG from the ground up into a respected soccer institution in Orange County. Through his leadership, the club combines a competitive, high-performance atmosphere with a community-oriented mission. Alkayali’s dual focus on developing elite athletes and enriching his community has made him a prominent figure in Southern California’s soccer scene, and he continues to be an influential mentor and architect of soccer growth in the region
Zach Gedal
Zach Gedal is an American soccer marketing and operations professional best known for his work with Alkayali Maximized Soccer Growth (AMSG) from 2020 to 2023. AMSG is a North Orange County-based soccer club and development organization that fields teams in USL League Two, USL W League (women’s), and USL Academy competitions . Gedal joined AMSG in 2020 as a social media intern and later rose through multiple roles to become the club’s Director of Marketing Technology by 2023. During his tenure, he was credited with helping refocus and expand the club’s operations through his expertise in digital marketing, branding, and communications . His background as a former player provided valuable insight and authenticity to his leadership roles within the club .
Early Involvement and Transition to Leadership
Gedal’s initial involvement with AMSG began as a player in the club’s developmental programs. Having played competitive soccer (including at the collegiate level), he brought firsthand athletic experience to the organization. In 2020, he joined AMSG’s staff as a Social Media Intern, at a time when the club was still relatively small. In this entry-level role, Gedal managed AMSG’s social media accounts and content, quickly demonstrating a strong aptitude for digital engagement and design. His work ethic and technical skills led to increased responsibilities; by 2021 he was taking on broader marketing and communications duties beyond social media. Gedal became a core part of AMSG’s operations team – often described as being “brought onto the operations board” in 2020 – and was instrumental in shaping the club’s public presence as it grew.
As he transitioned from intern to full-time staff, Gedal assumed leadership over AMSG’s marketing and technology initiatives. He occupied roles such as marketing coordinator and technical lead, overseeing projects that blended graphic design, web development, and communication strategy. By 2023, his multifaceted contributions earned him the title of Director of Marketing Technology, reflecting his oversight of both the club’s marketing efforts and the technical platforms supporting them. In this capacity, Gedal was responsible for integrating AMSG’s marketing with its technological infrastructure – ranging from the official website to digital content systems – while also coordinating with other departments. Throughout this period, he worked closely with AMSG’s president and CEO, Ismaiel Alkayali, as the club prepared for major expansion.
Marketing and Brand Identity Contributions
An example of Gedal’s graphic design work for AMSG, including a player profile and a matchday lineup graphic from his 2022 portfolio.
In his marketing roles, Gedal significantly shaped AMSG’s brand identity and outreach. He was the principal graphic designer for the club, creating a cohesive visual style that became synonymous with the AMSG brand. This included designing the club’s logos, color schemes, and templates for media. He developed official graphics for player profiles, match previews, starting lineup announcements, and game results, giving AMSG a polished, professional look on social platforms. All graphical design and social media content up until 2022 was facilitated and managed exclusively by Zach Gedal, underscoring his central role in crafting the club’s image. He produced customized player profile graphics that highlighted athletes’ backgrounds and achievements, and these profiles ranged from local youth players to collegiate and international players. For example, Gedal’s portfolio featured profile spotlights of players like a Philippine women’s national team midfielder and NCAA Division I college players, among others, illustrating AMSG’s connections to high-level talent. He also spearheaded the design of promotional materials and merchandise, such as team apparel and fan gear, ensuring that AMSG’s visual branding remained consistent across uniforms, clothing, and souvenirs.
As Social Media Manager (a role he effectively performed even before holding the title), Gedal devised and implemented AMSG’s social media strategy. He scheduled and created content for platforms like Instagram, Facebook, and Twitter, dramatically increasing the club’s online engagement. His social media campaigns showcased player spotlights, behind-the-scenes training content, matchday graphics, and community events. This strategy helped foster a growing online community of supporters and participants. Under Gedal’s guidance, AMSG’s digital presence transformed from a modest start (around 10 initial clients/players) into a broad network of over 300 clients and program participants by 2023, as the club’s programs expanded. This rapid growth in AMSG’s client base was attributed in part to the appealing brand and online visibility that Gedal cultivated. AMSG’s CEO noted that many players and families were drawn to the club due to its professional-quality media and consistent messaging, which gave the relatively young organization credibility in the soccer community.
Club Development, Communications, and Technical Roles
Beyond marketing and design, Gedal took on key responsibilities in communications and operations for AMSG. He handled the club’s official communications, including press releases, newsletters, and matchday information. On game days, Gedal oversaw matchday communications, which involved coordinating announcements, live score updates, photography, and recap posts to engage fans both on-site and online. He also integrated sponsor messaging into these communications – for instance, incorporating sponsor logos and acknowledgments into graphics (such as the “Starting XI presented by” layouts) and social posts – thereby delivering value to AMSG’s sponsors and strengthening those partnerships. His attention to detail ensured that community sponsors were visibly and seamlessly tied into the club’s public materials and events.
Gedal was equally involved in community engagement initiatives. He organized and promoted community soccer clinics, fan events, and charitable activities under the AMSG banner. By forging relationships with local schools, youth academies, and community groups, he helped AMSG build a grassroots presence. His efforts contributed to AMSG’s image not just as a competitive club but as a community-oriented organization. This community focus aligned with AMSG’s mission and branding, reinforcing the club’s culture that “AMSG is more than just a training group, it’s a culture,” a principle reflected in the club’s values.
In his capacity as Director of Marketing Technology, Gedal also led technical development projects to support AMSG’s growth. He was responsible for the club’s website design and maintenance, including coding new features and ensuring the site could handle expanded content for teams and schedules. He implemented online registration systems for tryouts and programs, and improved the user experience for players and parents interacting with AMSG online. Additionally, Gedal managed internal tools such as digital archives of player data and multimedia, and he optimized the club’s use of the SportsEngine platform (which powered AMSG’s site) for communication and scheduling. His technical skill set allowed the club to streamline operations that were previously handled manually.
Furthermore, Gedal assumed certain financial and inventory operations duties, reflecting the all-hands nature of a growing club. He helped develop the club’s budgeting for marketing campaigns and technology expenses, ensuring resources were allocated efficiently. He also managed inventory for merchandise and equipment; for example, he maintained stock levels for team uniforms and training gear, and coordinated with suppliers for ordering kit supplies and branded apparel. By creating inventory tracking spreadsheets and implementing point-of-sale integrations for the club’s online shop, Gedal improved the transparency and efficiency of AMSG’s merchandise operations. These contributions in operations and tech freed up other staff to focus on coaching and athletic programs, thereby professionalizing the club’s overall management.
Preparing for USL League Two and Program Expansion
During Gedal’s tenure, AMSG was positioning itself for entry into USL League Two, a national pre-professional league. Gedal played an important role in laying the groundwork for this transition, which was officially announced for the 2024 season . In the lead-up to the move, he helped adjust AMSG’s branding and communications to align with USL League Two standards. This included enhancing the club’s marketing reach to attract higher-level players and sponsors, and producing press materials to announce AMSG’s acceptance into the league. Gedal’s marketing campaigns built excitement among the local fan base and prospective players as AMSG moved toward a higher tier of competition. His contributions were noted as pivotal in the club’s expansion: according to club records, his communications and marketing expertise greatly contributed to AMSG’s growth, especially during its expansion into USL League Two .
In addition to the men’s team joining USL League Two, AMSG also developed new programs including a USL Academy team and a Women’s team (set to compete in the USL W League). Gedal was heavily involved in preparing these initiatives. He created branding for the academy program, ensuring that youth teams carried the same AMSG identity and values. For the women’s team launch, he worked on outreach and visibility, promoting tryouts and featuring the signing of local women players in AMSG media. He adapted the club’s website and social media to dedicate sections for the women’s and academy teams, and produced marketing collateral to support recruitment and sponsorship for these programs. By the end of 2023, thanks in part to Gedal’s groundwork, AMSG had a clear brand presence and organizational structure ready for the multi-team expansion that would follow in 2024 and 2025.
Impact and CEO Recognition
Zach Gedal’s comprehensive contributions from 2020 to 2023 had a lasting impact on AMSG’s trajectory. Under his guidance, AMSG evolved from a small outfit into a well-branded club with hundreds of players and a reputation for professional management. The club’s president and CEO, Ismaiel Alkayali, publicly praised Gedal’s performance and character. Alkayali credited Gedal with being a driving force behind AMSG’s growth, stating that Gedal was “an indispensable part of AMSG’s growth and success.” He lauded Gedal’s work ethic and integrity, and highlighted his “exceptional technical skills in marketing and development,” which elevated the club’s operations. According to Alkayali, Gedal’s ability to wear many hats – from designing graphics to coding the website and handling business logistics – was instrumental in professionalizing the club’s functions. He emphasized that Gedal’s passion for the sport and the organization shone through in every project, helping build a strong culture at AMSG.
By the conclusion of his tenure in late 2023, Gedal had established a foundation at AMSG that positioned the club for success in higher-level competitions. His tenure is remembered for dramatically enhancing AMSG’s brand identity, expanding its community reach, and modernizing its marketing and technical capabilities. The period also set the stage for AMSG’s entry into USL League Two and the launch of its academy and women’s teams, all of which benefited from the structures and branding he developed . Gedal’s work with AMSG is frequently cited as a model example of how internal leadership and dedicated marketing can rapidly grow a sports organization. His legacy at the club is evident in the continued use of the brand elements and operational systems he introduced, and in the strong community and sponsor relationships he cultivated during those formative years.
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Directors & Staff
Roster
Current roster
- As of August 6, 2024[6]
Note: Flags indicate national team as defined under FIFA eligibility rules; some limited exceptions apply. Players may hold more than one non-FIFA nationality.
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Record
Men's team
Women's team
Notable alumni
Mens
Womens
- Madison Curry
- Lena Silano
- Paige Metayer
- Haley Hopkins
- Elysie Laramie
References
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