LAFC

Annual Revenue:

$150M

Employees:

230

Industry:

Sport

“We would love to ultimately be in the conversation when people are saying who's really running and who's got the great organization, with the great culture, that's putting up the great results. That's where we ultimately want to get and we feel like our partnership with Novus Global has helped us make significant progress on that path."

Larry Freedman

Co-President, LAFC

The Challenge: Rapid Growth, Cultural Growing Pains

Within the span of 10 years, the Los Angeles Football Club (LAFC) experienced remarkable growth, establishing itself as a leading professional soccer organization. However, an engagement survey revealed some growing pains often accompanying rapid expansion, particularly around leadership and team dynamics.

Committed to building a brand known as much for its culture, as it’s on-field success, LAFC’s executive team identified leadership development as a strategic investment—one capable of driving both cultural transformation and sustained business growth.

Results: A Culture of Ownership, Efficiency & Measurable Growth

Tangible Business Impact

The attendance team achieved a 10% growth revenue target and made progress toward solutions tested to achieve attendance targets for the next year.
The partnerships team exceeded their revenue goal of $47M, while the ticketing team exceeded their revenue goal of $35M. Both these goals were bigger than the previous year.
All revenue team leads standardized their SOPs–which streamlined the onboarding and delegating of major accounts, to achieve consistency in client experience and exceed revenue goals.
Improved leadership efficiency—team members were trained to handle feedback conversations independently, resulting in 7hrs/wk of freed up executive time.

Cultural Impact

Executive team leaders created clarity on the difference between expectations vs. agreements, driving team productivity and efficiency.
Team members shifted from problem-focused to solution-driven collaboration by engaging in unhad conversations.
A marked improvement in cross-functional efficiency and accountability.
Emerging leaders stepped up, reducing executive decision fatigue and improving team accountability.

The Coaching Solution: Building a Culture of Visionary Leadership

What started as 1-1 coaching for the COO quickly expanded into a full-scale leadership development initiative. Over the next year, LAFC’s executive team and emerging leaders engaged in:

The ‘Intention to Integrity’ course – for 18 leaders, redefining their approach to leadership, and building a foundation of accountability and trust.

The Beyond High Performance book club – was introduced for key, identified emerging leaders

Immersive Leadership Training – A 2-day in-person training for 60 key leaders, and two additional 1-day custom trainings for 2 groups of 60 leaders.

Executive Group Coaching – For a 5-member senior leadership group aligned around a shared vision, driving systemic change across the organization.

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