Ever wonder what happens when entrepreneurial vision meets professional sports? Join us for an engaging conversation with Ross Cully, founder and CEO of Harvest Group and investor in Ozark United FC, as he shares his two-decade journey in Northwest Arkansas.

Ross takes us back to his first encounter with NWA at Nolan Richardson's basketball camp, through his arrival with Procter & Gamble, to his decision to plant roots and build a thriving business in the region. What began as qualities like natural beauty and genuine relationships has evolved into a place now nationally recognized for its cultural amenities, outdoor recreation, and growing entrepreneurial ecosystem.

The transformation is stunning. Where Ross once had to explain where Northwest Arkansas was located during his business travels, he now meets people who enthusiastically share their experiences visiting Crystal Bridges or riding the region's world-class bike trails. This evolution mirrors the changing competitive landscape for NWA, which now benchmarks itself against larger markets across the country.

Drawing from his experience building Harvest Group from scratch, Ross provides invaluable insights into the entrepreneurial journey. He walks us through the distinct phases—from the scrappy survival mode of early days, through explosive growth periods, to the current challenges of scaling operations. These lessons directly apply to building Ozark United FC, reminding us that setbacks and pivots are natural parts of creating something meaningful.

Perhaps most compelling is Ross's perspective on the entrepreneurial ecosystem developing in Northwest Arkansas. Like Silicon Valley's cycle of success and reinvestment, NWA is seeing successful entrepreneurs who are now giving back and reinvesting in the next wave of regional growth—including professional soccer.

Ready to understand how sports, business, and community development intersect? Subscribe to Pitch to Pro and join the conversation about Northwest Arkansas's exciting journey to professional soccer!

More About this Episode

Vision, Belief, and Bentonville: The Entrepreneurial Journey Behind Ozark United FC

Northwest Arkansas is often celebrated for its natural beauty, strong sense of community, and the powerhouse companies that anchor its economy. Yet there's another dimension to its evolving story: a uniquely entrepreneurial spirit that has driven both economic growth and cultural transformation in this corner of the country.

This same spirit is what fuels our ambition at Ozark United FC. As we build a professional soccer club in Northwest Arkansas, we’re not just launching a sports team. We’re investing in a long-term vision that mirrors the very journey this region has taken over the last two decades, a journey defined by risk-taking, resilience, and reinvention.

I recently sat down with Ross Culley, Founder and CEO of Harvest Group, longtime NWA resident, and proud Ozark United FC investor, to unpack what that journey has looked like, and why it's the perfect foundation for bringing professional soccer to our community.

Building a Life and Business in NWA

Ross first arrived in Northwest Arkansas as a high school athlete attending Nolan Richardson’s legendary basketball camp. That early visit planted a seed, but it was his professional move here, calling on Walmart and Sam’s Club as part of Procter & Gamble, that turned a short-term relocation into a lifelong home.

Like many transplants drawn by Walmart’s gravitational pull, Ross and his wife quickly found themselves captivated by more than just professional opportunity.

“The quality of people, the culture, it’s a place where friends become family,” Ross told me. “And the natural beauty here is a big asset. We love getting outside as a family.”

These personal reasons are echoed by many who choose to make NWA home. But what really anchored Ross here was the chance to build something.

From Kitchen Table to Industry Leader: The Harvest Group Story

Harvest Group started like so many great entrepreneurial ventures: with nothing but an idea, a kitchen table, and some bold faith.

Ross and his partners saw an opportunity to help small and mid-sized manufacturers sell into big retailers, especially Walmart and Sam’s Club. At the time, this meant helping brands earn precious shelf space. Over the years, it evolved to include the complexities of the “digital shelf,” mirroring retail’s rapid technological transformation.

“Our early days were scrappy,” Ross admits. “No office, no income, just trying to survive. It took people believing in us when there was nothing to see yet.”

This progression, from survival mode to growth to scaling, has become a roadmap for many local businesses. As NWA’s economy diversified, so did its opportunities. Companies like Onyx Coffee, Bearded Goat, and a host of tech startups followed a similar arc, buoyed by the region’s collaborative culture, low cost of living, and proximity to retail giants.

Northwest Arkansas: A Changing Narrative

One thing Ross and I agree on is how dramatically the perception of Northwest Arkansas has shifted, even in just the last decade.

“There was a time you’d mention you lived in Northwest Arkansas and people had no idea where that was,” Ross said. “Now you mention it and people say, ‘I just visited Crystal Bridges!’ or they know it for the bike trails, Onyx Coffee, or other local brands.”

He shared a moment from a family trip to Alaska when someone recognized the Arkansas logo on his shirt and immediately asked about Onyx and Bearded Goat. This isn’t the reaction you’d have gotten twenty years ago and that’s meaningful.

That shift in perception isn’t just about cultural cachet. It represents a fundamental economic evolution. The region that once centered almost entirely around Walmart, JB Hunt, and Tyson has diversified. It’s now seen as a hub for startups, creativity, and outdoor tourism.

As Ross put it, the list of reasons to stay in Northwest Arkansas has only gotten longer. Quality of life, amenities like Crystal Bridges, strong schools, and affordable living have all turned NWA from an insider’s secret into an increasingly recognized destination.

Why Professional Soccer Makes Sense Now

That story of growth and reinvention is exactly why Ozark United FC believes professional soccer has a place here.

Northwest Arkansas isn’t the same region it was 10 or even 5 years ago. Our population is growing. Our economy is diversifying. Our reputation is expanding beyond “Walmart’s backyard” into a place known for world-class art, outdoor adventure, and yes, even pro sports potential.

But bringing professional soccer to NWA isn’t just about capitalizing on these trends. It’s about helping shape them.

“This project takes vision,” Ross said. “Not what we are, but where we’re going.”

That’s something any entrepreneur understands deeply. Whether you’re launching a consumer goods company or a soccer club, you’re betting on the future. You’re asking people to believe in something before it’s fully built.

Ross knows this first-hand from Harvest Group. Early clients and employees took a chance. Investors trusted him before the revenue was proven. And now he’s paying that forward as an investor in Ozark United FC, betting on NWA’s continued growth, and on the club’s ability to be part of that story.

Embracing the Entrepreneurial Journey (Even When It’s Hard)

If you’ve ever built something from scratch, you know it’s not a smooth, linear path.

Ross described Harvest Group’s growth in stages:

  • Early survival: Scrambling for clients and credibility.
  • Growth: Hiring, expanding, and adding services.
  • Scaling: Systematizing to deliver consistent value at larger scale.

At each stage, the challenges change. So do the stakes.

The parallels to building a professional soccer club are clear. Ozark United FC has faced its own early challenges: finding land, navigating funding timelines, working to earn community trust.

And just like any startup, we’ve encountered skepticism.

“I’ve heard people say ‘Oh, I thought that was dead in the water,’” Ross noted. “But that’s how it goes. You hit roadblocks. If you’re not up for that, don’t start something.”

These aren’t signs that the vision is flawed. They’re proof that building something meaningful is hard. That’s true whether you’re selling shelf space to Walmart or building a stadium in Bentonville.

Why Soccer? Why Now?

The timing for professional soccer in the U.S. has never been better. The sport is growing rapidly in popularity, with the United Soccer League (USL) offering an accessible, community-focused alternative to top-tier leagues.

For Northwest Arkansas, it’s a chance to add yet another layer to our evolving identity: not just a business center, not just an outdoor mecca, but a community with professional sports as part of its cultural fabric.

Soccer in particular aligns well with our area’s values:

  • Community: A club brings people together, across backgrounds.
  • Youth Development: Inspires and trains the next generation.
  • Economic Impact: Supports local jobs, hospitality, and tourism.
  • Regional Pride: Adds to NWA’s growing list of attractions.

Ross framed it well: “When you spot trends, when you have vision, and you hit the right timing, that’s when magic can happen.”

Just as early investors in the Mavericks, Celtics, or Lakers had to see the potential before it was obvious, our club’s investors and supporters are making the same kind of bet on Ozark United FC and Northwest Arkansas.

The Bigger Picture: Investing Back Into NWA

One of the most powerful aspects of Ross’s story is the cycle of reinvestment.

He’s not alone. NWA has seen a wave of successful entrepreneurs who built businesses here, saw financial success, and chose to pour that back into the region, through mentorship, angel investing, civic leadership, and, in Ross’s case, helping bring professional soccer to the area.

It’s the same pattern you see in places like Silicon Valley. Success breeds reinvestment, which fuels more success.

Ross described it as a healthy ecosystem:

“There’s a wave of entrepreneurs like myself who had some success that are now looking to reinvest in the area and give back. I continue to see a lot of promise with startups here.”

That’s the spirit we’re trying to embody at Ozark United FC.

The Road Ahead

Building a professional soccer club isn’t easy. It takes time, patience, and resilience. It means confronting rumors, roadblocks, and changing plans when necessary.

But the same qualities that have turned Northwest Arkansas from a sleepy corner of the Ozarks into a national success story, vision, adaptability, and community spirit, are exactly what will make this club succeed.

We know the journey won’t be perfectly linear.

We expect setbacks.

But, as Ross reminded us, those who see the vision early are often the ones who benefit most in the long run.

Our promise to this community is to keep pushing, keep building, and keep inviting you to join us in turning that vision into reality.

Because at the end of the day, Ozark United FC isn’t just about soccer. It’s about believing in what Northwest Arkansas can be.

And building it, together.