What happens when passion for soccer meets the explosive growth of Northwest Arkansas? Ross Cully, founder and CEO of Harvest Group and early investor in Ozark United FC, reveals the powerful vision behind bringing professional soccer to this dynamic region.

Ross shares his personal connection to the beautiful game, from youth leagues in Missouri to watching his former teammate Jack Jewsbury captain the Portland Timbers. That experience opened his eyes to soccer's unique ability to unite communities through an electric matchday atmosphere unlike anything else in American sports. As a father of four, Ross recognizes how younger generations embrace soccer differently than previous ones did, a demographic shift that makes this the perfect moment for professional soccer to thrive in Northwest Arkansas.

Beyond the business opportunity, Ross articulates how Ozark United FC represents something more meaningful: a chance to give back to a community that has given him so much. The club's vision extends beyond the pitch to create a vibrant destination combining soccer, housing, retail, and community spaces that will enhance Northwest Arkansas's appeal for current and future residents.

The success of this vision relies on community support at every level. Whether you're following social media accounts, purchasing merchandise, attending events, or exploring investment opportunities, each action builds momentum toward making professional soccer a reality in Northwest Arkansas. For those interested in contributing to this community-transforming project, Ross encourages reaching out with questions about sponsorship or investment.

Join us on this journey as we unite Northwest Arkansas through the beautiful game and create unforgettable sporting moments for generations to come.

More About this Episode

Ozark United FC: Building a Community, Not Just a Club

When people talk about soccer in America, the conversation often focuses on the rapid growth of the sport, the passion of the fans, and the increasingly valuable investment opportunities it represents. But here in Northwest Arkansas, it’s more than just that. It’s about uniting a community. That’s what Ozark United FC is all about.

In this episode of Pitch to Pro, I had the pleasure of sitting down once again with Ross Cully, Founder and CEO of Harvest Group, and an early investor in Ozark United FC. Our conversation was not a recap of past episodes, but a deep dive into why soccer is not only relevant in NWA, but also essential. What we unpacked was more than just fandom or financials, it was about vision, culture, and a region ready to embrace the beautiful game at a professional level.

A Personal Journey with Soccer

Ross’s story mirrors that of many people across the United States. His introduction to soccer was humble, playing rec league games as a child in Springfield, Missouri. While his dad coached him in almost every sport, soccer was the one where his father was simply a fan on the sideline. Ironically, that freedom may have been what helped him fall in love with the game. That early love developed into something more meaningful, competitive travel teams, state cups, and lifelong memories.

One standout experience came later in his adult life when he traveled to Portland to watch an old friend and former teammate, Jack Jewsbury, play for the Portland Timbers. It was a transformative experience, not just because Jack scored a goal in front of the electric Timbers Army, but because it opened Ross’s eyes to what professional soccer could truly mean for a city. The fanfare, the traditions, and the raw energy of the stadium made a lasting impression.

That same sense of energy and community is exactly what we want to bring to Northwest Arkansas.

Why Soccer? Why Now?

Soccer is no longer just a niche sport in the U.S. It’s the second-most popular youth sport nationwide and a cultural cornerstone for younger generations. As Ross put it, “It’s different than when my dad was growing up. It’s different than when I was growing up.” His own children, ranging from 6 to 17, are immersed in soccer culture, not just as players, but as fans, collectors of jerseys, and avid watchers of games.

And they’re not alone. From the growing attendance at University of Arkansas women’s soccer games, consistently ranked in the top ten nationally in attendance, to the demographic shifts in NWA, it’s clear: the region is primed for a professional soccer club.

More than 60% of Northwest Arkansas residents aren’t originally from the area. Many of them come from cities where professional sports are ingrained in the culture. Bringing professional soccer here isn’t introducing something new; it’s restoring a part of their identity in a new home.

The Vision for Ozark United FC

We’re not just building a team. We’re building an ecosystem.

When Ross decided to invest in Ozark United, it wasn’t just about being bullish on soccer; it was about being bullish on Northwest Arkansas. He saw in our project a marriage of community building, placemaking, and sports investment.

“I’m an entrepreneur that is familiar with risk,” Ross said. “When I envision what this will be at the end, I’m excited about what that will mean for our community.”

Our stadium isn’t just going to be a place for matches. It will be a lifestyle hub, surrounded by shops, restaurants, residential space, and green areas. Imagine walking down a vibrant street to catch a game on a Saturday night, grabbing dinner with friends afterward, and being part of a thriving, connected community. That’s the vision.

And Ross sees it clearly: a mixed-use development that not only supports a club but helps solve some of the very real challenges NWA faces, like housing availability, entertainment diversity, and community cohesion.

Soccer as an Investment Asset

While Ross is passionate about the game, he also approached this as a serious investor. Soccer is an emerging asset class in the U.S., and investments in sports franchises have outperformed traditional asset classes in many respects over the past decade. From the meteoric rise of MLS club valuations to the global frenzy around Wrexham A.F.C., sports franchises are proving to be sound long-term investments.

But more importantly, Ozark United offers something rare: the combination of financial return and social return.

“We were so excited to be part of a project that we can be proud of and say, ‘Hey, we helped get this thing off the ground,’” Ross shared. “It’s something that a lot of people can enjoy. Sports can really put a community on the map.”

This dual opportunity, to contribute to community development and realize meaningful investment upside, is part of what sets this project apart.

The Proof Is Already Here

Some skeptics ask: “Can Northwest Arkansas really support a professional soccer team?”

To them, we point to the Razorbacks women’s soccer team. Perennially ranked in the top 10 in attendance nationally, routinely pack upwards of 3,500 seats, in the heart of SEC football country. That’s not just support, it’s a proof of concept.

When we brought a group of NWA civic leaders to a Rhode Island FC game at their new stadium, even the seasoned soccer fans among them were blown away by the experience. The stadium, the crowd, the energy, it was more than just a match. It was a cultural moment.

And that’s exactly what we’re creating here.

How You Can Support

Ross put it best: “At the stage that we’re at, every single action matters.”

If you believe in this project, even if you’re not in a position to invest financially, there are countless ways to show support:

  • Buy merchandise: Wear your Ozark United gear proudly. Let people know the movement is real.
  • Follow us on social media: It’s simple, but it matters. The bigger our online presence, the more powerful our story becomes to potential sponsors and investors.
  • Show up: Attend our events, engage in our public meetings, and help us spread the word.
  • Connect us: If you’re a business owner, corporate sponsor, or know someone who might be interested in investing, make the introduction. Those relationships are critical.

Looking Ahead

I asked Ross what he’s most looking forward to. His answer? It wasn’t about profits or press. It was about those moments, goals scored, fans erupting, families coming together to support something they love.

That’s exactly why I got involved, too. I left a steady career in consumer goods because I saw something bigger: an opportunity to do good through soccer and give back to a community that’s given me so much.

I imagine a little kid walking out of our first home game, eyes wide, heart full, knowing they just became a lifelong fan. If we can create that moment for even one child, we’ve done something truly special.

This Is More Than a Club

Ozark United isn’t just about sport. It’s about identity, pride, and belonging. It’s about Northwest Arkansas stepping onto the professional soccer stage and showing the world who we are.

So if you’re with us, whether as a fan, an investor, or simply someone who wants to see this community continue to thrive, now is the time.

This is your club. This is your community. This is Ozark United FC.