Sam Henneberg and Victor Cascon didn’t set out to launch a talent agency. They were just two former college players living in a Charlotte apartment and trying to help teammates find their next shot. That was August 2022. What started as a modest showcase for 26 local players has grown into a global operation with an academy competing in Spain’s eighth tier and a scouting network spanning North America.
“Our main motivation is helping players reach the next level,” Cascon says. “As an agency committed to long-term success, we don’t just send players somewhere and forget about them. We want them to thrive.”
Select Generation targets a specific type of athlete. Not the blue-chip prospect already locked into a professional academy. The overlooked kid. The late bloomer. The player with something to prove. Henneberg and Cascon know that profile well because they lived it. Both carved unconventional paths through college soccer, Henneberg moving from England to North Carolina’s Division II ranks before transferring to New Hampshire, Cascon leaving Spain to play at Lenoir-Rhyne. Neither followed the traditional academy-to-scholarship pipeline. Both found success anyway.
Their agency operates on that same premise. No pay-to-play model. No mass marketing. Just targeted scouting of players Henneberg has watched live or been recommended by trusted contacts. The mission stays consistent: create real pathways for North American players who might otherwise fall through the cracks.
The two founders met in summer 2021 while sharing a host family in Greensboro, playing for NC Fusion U23 in the USL2. Their team reached the national final that season, competing in front of over 8,500 fans against Des Moines Menace. Living together, they realized they’d faced each other repeatedly in NCAA Division II conference play over three seasons. By December, both had earned MBAs and relocated to Charlotte for corporate careers while continuing to suit up for NC Fusion.
A few months into sharing an apartment, they hosted Select Generation’s first college showcase. What began as a favor for friends became something bigger.
Two Unconventional Paths That Converged
Henneberg’s path to that Charlotte apartment had been anything but conventional. Growing up in Guildford, England, he wasn’t part of an established professional academy but consistently won leagues and cups with his clubs, school teams and county squads. At 16, he started working with a college soccer agency. The effort paid off with a competitive scholarship to Catawba College in Salisbury, North Carolina.
He was named team captain as a freshman and completed a double major in economics and accounting in just three years. Henneberg used the time to build connections in the South Atlantic Conference.
After graduating from Catawba, he transferred to Division I University of New Hampshire, where he started every game across two seasons. The team won back-to-back conference championships, reached a number five national ranking and advanced to the NCAA Sweet 16 against top-ranked Oregon State. Henneberg graduated with an MBA specializing in data analytics.
Cascon’s journey mirrored Henneberg’s unconventional route. Growing up in Salamanca, Spain, he played for various professional academies and consistently excelled with local clubs and regional teams. His talent earned him the opportunity to pursue collegiate soccer in the United States, driven by a desire to learn English and experience life abroad.
At Lenoir-Rhyne University, he made an immediate impact. During five years with the Bears, he was named Offensive Player of the Year as a senior and helped lead the team to a conference championship as an underclassman. He completed an undergraduate degree in marketing and business before earning an MBA. Today, Cascon plays for UD Santa Marta in Spain’s third division while running Select Generation’s European operations.
How Select Generation Identifies Elite Players Others Miss
The agency’s scouting process rejects the typical recruiting funnel. Henneberg attends showcases and events in person, watching players who haven’t landed at professional academies but possess the skill and mentality to succeed at higher levels. Recommendations come from a network built during years of playing NCAA soccer and competing in USL2. No algorithms. No mass email campaigns. Just boots on the ground and relationships that matter.
“We’re looking for under-the-radar players who have a chip on their shoulder and are motivated to play at the next level,” the agency’s vision statement says. That chip matters. Talent alone doesn’t guarantee success in college soccer or professional trials abroad. Drive does. Consistency does. The willingness to show up every day and compete when no one’s watching does.
Select Generation expanded quickly after that first Charlotte showcase. Henneberg and Cascon identified standout players from those showcases and began mentoring them through the recruiting process. Many were domestic players with limited exposure to college coaches. The pathway existed but wasn’t clear. Select Generation made it clearer.
When Cascon returned to Spain, the agency’s international footprint grew. He organized camps and trials with clubs in Salamanca through his network from years playing in Spanish academies. Demand for high-level talent increased. In August 2024, Select Generation launched its own academy, competing in Spain’s eighth division. Players now have two distinct pathways: NCAA scholarships in the United States or professional development in Europe.
Staying Ahead of NCAA Rules and Recruiting Trends
College soccer recruiting changes constantly. Eligibility windows shift. Transfer portal rules evolve. NIL deals create new opportunities and complications.Select Generation stays current by doing a good job of staying updated with NCAA news and identifying trends based on what coaches are asking for.
Both founders experienced the recruiting process firsthand, which gives them insight most agencies lack. They understand how rule changes impact players from a practical standpoint, not just a theoretical one.
The staff communicates daily. Coaches focus on training and winning. The agency side discusses rule changes, recruiting shifts and how to translate updates into actionable advice for players. It’s collaborative and constant. When JUCO eligibility rules changed recently, Select Generation adjusted its strategy immediately. When NIL deals became a factor, the team started educating players on building personal brands authentically.
“We’re excited about recent JUCO rule changes and the growth of NIL deals, which are creating more opportunities for players to build their personal brands,” Cascon says. The agency remains open to adopting new technology or software that improves the process, including AI tools like ChatGPT, as long as players use them wisely and stay authentic.
The approach stays simple. Don’t overcomplicate things for athletes who are already balancing school, work and other responsibilities. “We always ask ourselves: How can we make this simpler and more actionable for them?” Henneberg says.
What Drives the Team Behind Select Generation
Henneberg and Cascon hire for hunger, not pedigree. Coaches and advisors don’t need elite credentials or big-name experience. They need to drive. Passion for player development. A willingness to learn. “We look for good people with solid résumés,” Cascon says. “They must be hungry to learn, committed to providing a great service, and genuinely passionate about player development.”
That philosophy mirrors how the founders started. Neither had all the answers when launching a club or agency. Both were proactive and motivated. They expect the same energy from anyone joining Select Generation. Coaches who want to grow their own careers while helping players succeed.
Staff development happens through hands-on experience. The team is small, so everyone wears multiple hats and learns different roles. No formal courses. Just real-world operations of running a football club and an agency. Communication stays constant. Everyone contributes to decisions that benefit players and the organization as a whole.
Honest Conversations About Reaching the Next Level
Parents and players ask the same question repeatedly: “How do I go D1 or go pro?” Everyone wants guarantees. Select Generation doesn’t provide them. “The truth is, there are no guarantees,” Cascon says. “Even if a player works hard and performs all season, nothing is promised.”
The agency’s message stays blunt. Show up. Stay disciplined. Be consistent. Put in the work. That’s what gives athletes the best shot at success. Not hype videos. Not flashy social media campaigns. Just relentless effort and a mentality that refuses to quit.
Select Generation maintains active group chats with players and families, ensuring quick responses to questions and concerns. Accessibility matters, especially when players are adjusting to life at college or in another country. Families feel included. Players feel supported. The team becomes a family, which helps everyone thrive.
Select Generation creates an environment where players feel confident enough to find their rhythm and own their development.
The agency’s growth reflects its philosophy. Start small. Build trust. Expand deliberately. From 26 players in a Matthews, North Carolina, showcase to an academy in Spain competing in the eighth tier, Select Generation has created tangible pathways for athletes others overlooked. Henneberg continues scouting across North America. Cascon runs operations in Spain, where he also plays for UD Santa Marta in the third division.
The mission hasn’t changed. Taking players to the next level. One overlooked athlete at a time.
