I run a soccer club I bought with 6 friends as a teen. Here’s how we turned it into a TikTok sensation.

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Man sitting in sports stadium stands looking anxiously onto the field
Calogero Scannella watching a recreation.

  • Calogero Scannella, 22, bought the soccer crew he’d supported as a boy with six of his friends.
  • Walton & Hersham FC traces its roots to 1895 and performed at Wembley, however it had fallen on laborious instances.
  • The crew now has extra TikTok followers than TikTok-sponsored Wrexham AFC.

This as-told-to essay is predicated on a dialog with Calogero Scannella, the managing director and coowner of the Walton & Hersham soccer club. It has been edited for size and readability.

My first reminiscence of soccer was when I was 5 and my dad took me to look at Walton & Hersham FC play AFC Wimbledon. It was anticipated to be a robust recreation, however we won 3-0.

I keep in mind sitting on my dad’s shoulders and watching the gang go loopy.

One Saturday in 2018, I determined to take a break from my college research and watch a Walton & Hersham FC match with my dad. Football has grow to be a giant a part of my life — I’d performed for one more native crew and likewise coached faculty groups. But the club I noticed that day wasn’t the one I remembered.

It was combating relegation and there have been simply 40 followers on the bottom. As there have been so few folks there, I met the proprietor, who stated the crew would possibly fold if it was relegated.

I could not bear the considered a crew with such a storied historical past disappearing

Walton & Hersham FC had the soccer legend Sir Stanley Matthews as its president and had performed in entrance of 40,000 folks at Wembley in 1973. After that recreation, I arrange a WhatsApp group with six of my faculty friends — Thomas Bradbury, Reme Edetanlen, Stephen Karidis, Ben Madelin, Jack Newton, and Sartej Tucker — and stated, why do not we purchase the club?

It took no less than a month to steer my friends I was critical, after which as soon as they have been onboard, we took our proposal to the proprietor.

The proprietor wished to promote it to somebody who had the club’s greatest pursuits at coronary heart. We stated our aim was to get the club again to the place it belonged and make it sustainable, so it had a future. It additionally labored in our favor that there have been seven of us who would act as a crew.

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Between us, we bought 100 shares at £1 every to buy the club in June 2019. While we bought it for a nominal payment, we have been taking over all of the liabilities, such as the contract for the lease of the grounds and the cost of gamers. We then arrange a new firm, Walton & Hersham 2019 Limited, and every of us invested round £2,000 of our financial savings to assist relaunch the club and pay for its working.

We sought authorized recommendation when it comes to taking up, however we did not rent anybody to information us by way of the finer particulars on how to run it. We have been all simply decided to try to be taught from each single particular person we met, whether or not that was our crew supervisor or visiting house owners.

At first, the followers thought it was a joke that 7 college students have been taking up their club

But as soon as they noticed how critical we have been about it, they gave us their assist. 

As house owners, we’re in command of every part other than what occurs on the pitch. We employed a supervisor, and we left him to do his job.

We divided up the roles by enjoying to our strengths. As I’d been concerned in non-league soccer essentially the most, I grew to become the managing director and club secretary; Jack is an accountant, so he took care of the funds. Any certainly one of us would possibly have to movie TikToks, attain out to sponsors, or work within the burger van.

Seven men standing in a line holding a banner declaring their soccer team has been promoted
English soccer groups belong to tiered divisions, between which the best- and worst-performing groups are promoted or relegated on the finish of every season. Under the brand new house owners, Walton & Hersham FC has been promoted twice.

As the crew had been relegated, all of the gamers left. We held open trials to seek out new gamers.

The first season was a enormous studying curve. The followers have been rightly upset when we modified the club’s brand with out consulting them. It additionally took us a very long time to work out how to pay the fines for crimson and yellow playing cards, so we incurred extra penalties for late cost than we did for the fines themselves.

In winter 2019, when we have been watching the crew play, Jack confirmed me on his telephone that we solely had £0.13 left in our checking account. We’d paid the gamers their wages by that time, however it wasn’t a good feeling, considering we might nonetheless fail. We wanted to speculate the cash within the club to assist it develop. But the club nonetheless did OK, ending third that season.

In 2020, we went into overdrive. As the pandemic had halted the season, my friends and I used this time to plan.

We put in a new supervisor, who was once the assistant supervisor at my earlier club. We launched a TikTok channel, which now has more than 870,000 followers, and after our first season with none revenue apart from the gate, we began to signal sponsors and advertisers.

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Our first partnership was with Classic Football Shirts, a firm we adopted on social media. We requested in the event that they’d promote our shirts, they usually agreed. They’ve offered them to followers as far-off as the island of Saint Pierre and Miquelon, close to Newfoundland.

We created totally different promoting packages that we offered to native companies. Depending on whether or not they selected bronze, silver, or gold, they may obtain adverts within the match program or shout-outs on social media. When we took over the club, there wasn’t any promoting on the grounds, now there are 40 hoardings across the pitch.

In 2021, the crew was promoted. We have been delighted, however as it occurred throughout the pandemic, we have been notified by e mail, so it did not really feel actual. But when we have been promoted once more in 2022 in entrance of a report crowd, it was a actual pinch-me second. Fans have been working onto the pitch.

This yr, greater than 1,000 followers walked by way of the turnstile for an FA Cup match.

Soccer players jump on top of each other in celebration on the field
Players celebrating their promotion.

The club has continued to develop. Devan Tanton, a defender from Premier League Fulham FC‘s under-21 crew joined us on mortgage and we have invested much more cash within the floor. Our largest outlay thus far, after the gamers’ wages and lease for the bottom, was £20,000 for our new meals truck, which is a transformed transport container.

We additionally launched a beer stand and put in a tannoy, or public-address system, that we use to play music at halftime. Promotion to a greater league additionally brings new monetary challenges as the gamers’ wages enhance, and we additionally have to consider a bigger journey price range.

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My friends and I maintain boardroom conferences like every other club and attempt to keep on with the agenda. We even have a WhatsApp group.

We are all obsessed with soccer. When we’re not on the floor, we will go to the pub collectively to look at a skilled recreation or go and play five-a-side. We misplaced Reme as a coowner in October 2021 as he now plans to spend a yr overseas, however our good friend George Corey joined in his place.

I’ve watched each single soccer documentary. We have been filmed by “90 Minutes” for a few days throughout our first season. It was a number of enjoyable, and we used clips from the present to launch our TikTok. But the primary yr was such a studying curve for us, I’m happy the entire season wasn’t filmed.

We’re not on the identical scale as “Welcome to Wrexham,” however we acknowledged the monetary anguish that comes with proudly owning a soccer club.

As house owners, we have not but taken a wage, as a result of we have bold plans and we want all our funds for that. We all produce other jobs. I coach faculty soccer groups throughout the week and referee on weekends.

Our aim is to construct as a lot as attainable within the subsequent few years. We’ve raised the standard of our social media by hiring a firm to movie our video games.

We additionally plan to promote merchandise overseas ourselves, so we are at the moment engaged on our plans for a web based store.

They say in the event you do a job you like, it would not really feel like work. I’m unsure that is proper — it positively appears like work.

But when I’m driving to look at a match with my greatest friends within the automobile, there is not any higher feeling.

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