How Being German Helped My NYC Business

Frank Hauser, a former businessman and soccer player in his native Germany, is now the owner of a successful and growing New York City-based soccer school, SoccerBeyond LLC. Coach Frank, as he’s known by his students, sat down with New York International to talk about being an international entrepreneur in New York and his experience of moving to and working in the city.Coach Frank is the first to admit that soccer (“football” to the rest of the world) is still a marginalized sport in the US. However, he’s quick to point out that it’s growing in popularity, especially with the World Cup in Brazil starting June 12. “At the moment, I’d say it’s 40/60 in the [SoccerBeyond] school for Americans and internationals,” he said.It’s no secret that being an international coach is one of his business’s key assets. Like Belgian chocolate or French wine, the perception of a German soccer coach can be just as important as Frank’s obvious skill.Does he think being German has helped him, then, in attracting business? “Definitely,” he said. “There’s a strong image, and that helps with advertising.”Nevertheless, in the U.S. mindset, one of the flaws of soccer is the nature of the game: Two 45-minute game periods leave little time for the flashy commercials that are a staple of the Super Bowl. And so New York’s established international followers of the sport have been vital to building the school.Much of Coach Frank’s early business was via word of mouth, and he said he built a reputation among various groups of friends and through the web. (In particular, the use of social media to promote his business and interact with potential clients has been essential, as well as turning out to be a great way to stay tapped into his own culture within New York City and to explore the sports and traditions of others.) Eventually Frank earned a contact at the United Nations, which led to him playing in the more exclusive UN tournament.Would he go back to Germany, now? "No. The open spirit here [in the US] is animating," he said. “New Yorkers are more open to ideas and there’s a real entrepreneur spirit.” While coaching soccer in Germany mostly means working with established teams and schools, he said that New York has a freer atmosphere that can be galvanizing.“It inspires you to build upon your own ideas and develop your own style,” he said.In an interview with GermanyinNYC, Coach Frank put it this way:

In Germany, most players have grown up playing soccer which results in a much higher "soccer literacy". I think, looking at recreational players altogether, a German player's overall skill level and tactical understanding is more refined. We have internalized the idea of the game and realized that soccer is a team sport. The advantage of American players is that they still want to improve their skills whereas German players at some point just want to kick the ball around.

Frank visited New York several times before starting the school, but did he still find culture shock to be a reality? “I wouldn’t say a shock,” he said. “On the one hand, it’s not a good place to make true friends. Everyone is very busy working or chasing their dreams, and time is perceived differently here. But on the other [hand], you really can get in touch with people more easily, people who might be open to your ideas and want to support you more. Especially New York … it’s more dynamic, more energizing. I truly can’t see myself moving back.”There are various soccer leagues active in the city. However, at the moment, Coach Frank is more involved with coaching adults in group classes and as individuals, organizing kids programs, and setting up indoor clinics when grass pitches book up. He works hard, coaching almost every day, and has dreams of growing his school into an academy that caters to various cultures and international sports.So what have been the downsides of his venture? Teaching children, he admits, can be a challenge, especially teaching the younger teenagers. (Perhaps the individual spirit so prized by New Yorkers can have its own problems.) There’s a certain level of bureaucracy and politics to work around as well, with pitches to be booked and public relations to be considered.The future seems bright for Coach Frank, with a growing market and a clear sense that New York will provide opportunities to build upon his ideas.New York International asked Frank about his experiences with entrepreneurship:What one piece of advice would you give someone starting a business here?First of all, definitely go for it! I feel that New York is more likely to reward those who try. The best advice I got from a mentor-like friend was [to] get in the market with the means you have [in order] to offer the service or product you have in mind. After you have found some kind of customer base, the arguments are on your side to go for more.I think being new to the city can be overwhelming and lead to impulsive goal setting. I got distracted from doing the simple things and small steps first, and [that] still happens every once in [a] while. Let a knowledgeable and experienced friend help you find your way.Is there something you would do differently?I should have started a year earlier, remove the coat of German hesitation and just do it.Do you think being in New York specifically has changed things for you? Definitely! I'm more myself than I could probably be elsewhere. Being in New York means living the kind of life I have always had in mind. New York has made my life emotionally easier. Here I feel balanced and encouraged to define and live up to my very own expectations. Everything is faster, louder, sometimes weirder. But I don't care. Simply waking up here every morning and doing what I do makes me happy. I feel energized. I couldn't do the same thing in Germany, and more importantly, I wouldn't feel the same way. My niche is here; I'm happy to have found it.Check out SoccerBeyond for more information about soccer lessons and fitness programs. More than 2500 players already trust in him, so don't hesitate to join.