USL Pro 2

The vendor opportunity at USL Pro 2

USL Pro 2 presents a compact but specific addressable market for software vendors. The system comprises 12 total units, all of which are franchised. There are no company-owned locations disclosed in the 2023 FDD. The operator base is entirely single-unit owners, with 13 mapped operators across approximately 13 located units. No multi-unit operators exist within the system, meaning every sale is a direct pitch to an individual owner-operator. The geographic footprint is sparse, with top states including North Carolina (2 units), Tennessee (2 units), and single units in Virginia, Colorado, and Kentucky.

This is a youth services concept headquartered in Florida and operating as part of United Soccer Leagues, LLC. For a vendor, the total available market is capped at 12 doors, making this a low-volume, high-touch sales target. The lack of company-owned units means there is no corporate store fleet to pilot software before a system-wide rollout.

Who controls software purchasing

Control over software purchasing sits firmly at the headquarters level. The FDD lists four key executives: Robert Hoskins (Chairman of the Board), Alec Papadakis (Director and Chief Executive Officer), Justin Papadakis (Director, Chief Operating Officer, and Chief Real Estate Officer), and Jake Edwards (President). In a system of this size, the CEO and COO are the most likely decision-makers for any technology that touches operations, finance, or real estate. Jake Edwards, as President, may also influence decisions related to on-field or fan-facing technology.

Because every unit is franchised and operated by a single-unit owner, the franchisor’s ability to mandate technology adoption depends on the terms of the franchise agreement. The FDD does not disclose a royalty percentage or an advertising fund contribution, which are typical levers for enforcing compliance. Vendors should expect to sell both the franchisor on the concept and each individual operator on the execution.

Mandated and current tech stack

The 2023 FDD contains no extract from Item 11 regarding mandated or recommended technology. This means the franchisor does not require franchisees to use a specific point-of-sale system, scheduling platform, CRM, or back-office software. For a vendor, this is a double-edged signal: there is no incumbent to displace, but there is also no centralized procurement vehicle to accelerate adoption.

Without a mandated tech stack, the current technology in use at each of the 12 units is likely a patchwork of solutions chosen independently by each operator. A vendor’s sales motion would need to start with a discovery process at each location. The absence of a tech mandate also suggests the franchisor may be open to a first-mover vendor that can demonstrate operational efficiency gains and offer a system-wide licensing model.

Procurement, renewals, and timing

The FDD does not include an Item 8 extract, leaving the procurement model undefined. There is no indication of designated or approved suppliers. This likely means the franchisor has not established a formal vendor program, and purchasing decisions are made on an ad hoc basis.

The franchise agreement has an initial term of 10 seasons. Renewals are for an additional 10 seasons and require written notice before the first official game of the penultimate season. Renewal conditions include not being in default, executing the then-current form of franchise agreement, providing a general release, proving stadium rights, meeting financial responsibility standards, renewing a Letter of Credit, and paying a renewal fee. These long cycles mean that a vendor’s window to influence a technology switch is infrequent and tied to the renewal timeline. New unit growth, which is not disclosed as a percentage, would be the other primary trigger for new software adoption.

How to read the USL Pro 2 FDD

The 2023 Franchise Disclosure Document is the foundational source for understanding the legal and operational constraints of selling into this system. Key items for a software vendor to scrutinize include Item 11 (Franchisor’s Obligations) for any buried technology requirements, Item 8 (Restrictions on Sources of Products and Services) for procurement rules, and Item 19 (Financial Performance Representations) for unit-level economics—though AUV is not disclosed in the available data. The full document is embedded below for your own analysis. For a ranked target list of franchise systems based on your software category, FranCloud can help.