Jonathan Lupinelli, ULMTD Soccer - The $100M Urban Sports Playbook

Jonathan Lupinelli is the Co-Founder and Chief Operating Officer of UNLMTD Soccer (formerly Soccer Roof), where he leads operational strategy, facility development, and network expansion across North America. Before building one of the fastest-growing urban sports facility networks in the country, Jonathan spent over a decade competing at the highest levels of global soccer, developing through FC Bordeaux's renowned academy system in France before playing alongside World Cup champion Antoine Griezmann at Real Sociedad in Spain.

A former elite youth player in FC Bordeaux’s academy, Jonathan moved to the US to earn a degree at Southern New Hampshire University, where he won an NCAA National Championship. Following a tenure in USL and a corporate role in executive operations at Major League Soccer, Jonathan co-founded Soccer Roof in 2019. Under his leadership, the venture has evolved into a high-growth network of urban small-sided soccer facilities, expanding across major US metropolitan markets and rebranding to UNLMTD Soccer to accelerate its national expansion.

In this episode, Jonathan explains the details of the business mechanics, unit economics, and scaling playbook behind urban sports infrastructure. Jonathan breaks down the operational drivers behind rebranding from Soccer Roof to UNLMTD Soccer, their balanced 50/50 revenue model across adult leagues and youth programming, their capital strategy for scaling to 50+ locations, and how they integrate AI camera technology to deliver pro-level analytics to amateur players.