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Flying the flag in a windy and flat land: The strategy behind Dakota Fusion FC

What's it like running the day-to-day operations for a year round club with sides in academy tournaments, NPSL and WPSL? Beth Garten lifts the curtain for us

I will fully admit that I used to do social media and help out on the research side for broadcasting at Dakota Fusion, so I have known the top people at the club for close to 10 years. I also live in Fargo-Moorhead and am passionate about the well-being of the area's soccer scene, such as it is.

Fusion last played a competitive adult match when their undefeated NPSL season ended in a Conference Final loss to Duluth FC. In the meantime, their academy sides have been on a roll. The Dakota Fusion 15U girls soccer team just won the National Presidents Cup last year. So at the very least, the youth system is healthy. Team Captain Jaden Melendez told the Forum of Fargo-Moorhead, “I think we just paved a way, and it's gonna show so many more teams what they can do. There's tons of teams all over North Dakota. Soccer is picking up speed more and more every day, especially girls soccer,” Melendez said.

The scene here is dominated by youth clubs, so it was an interesting decision for the senior side to jettison a previous tie to the area's dominant Tri-City United club in favor of setting up their own academy.

I sat down with the club's Director of Operations Beth Garten, who currently oversees everything at both the for-profit NPSL and WPSL sides and the not-for-profit academy.

This separation ensures that the children's programming does not fund the adult programming and allows the non-profit side to seek sponsorships and growth opportunities.

There was a need a few years ago. There was a team that needed to be under a club and they reached out. And then it there was needs for more teams to play under a club. So, we decided to go that avenue. There's been a real need for young girls aged 15 and older to play, and we haven't had that programming for them in the area. So we've been able to provide that. The difference that our academy is providing is playing at a higher level. So, we want the serious players that want to go further, want to go to college showcases, that aren't afraid to be committed and to travel and to attend big events.

(on the 15U win)

For the first time for the state of North Dakota. It put us on the map. I mean, to send two teams to nationals and both being girls teams was just an accomplishment itself, but then to have one of the teams win was simply amazing. Just something great to put North Dakota soccer on the map, you know, especially for girls soccer, too. That is a very talented team. This year this team is not going to go to Presidents.  They're going to go to USYS Nationals in Tennessee for a week. It's a level up from what the coaches have told me.
Who would have thought that our teams would have gone to nationals last year? I can tell you people at nationals are like, "You're from North Dakota." I mean, it was it was quite amazing. You know, I traveled with the team to go down there. Everyone has a state flag up, all representing their states and you see Californians and Texans and theirs is all sun-faded because it's been up so many years because they've always had people. And then you see North Dakota and it's just bright and brand new. What an accomplishment, and you know really it's to our coaches and our players. I mean, we have very talented and passionate players. What I hope is in three years that all of my players for academy will come back and be playing in NPSL and WPSL.

NSJ: The academy has recruits from up and down the Red River Valley

Not just the Valley, but Jamestown and Minot. (270 miles away in Central ND). The Grand Forks, the Jamestown players, they come two to three times a week to train.

NSJ: Can you explain why the club decided to relaunch its women’s side in DII rather than WPSL?

The real thought with that is one, the WPSL schedule in itself is a tough schedule because most games start in May and, of course with our area here, May is a tougher time for females, you know, getting out of college and everything, but we really wanted to give an avenue for our U6 to U18 players to be able to play this year. So by doing WPSL 2, we're giving them that avenue to play that. So, are they playing lesser teams? No, not really. From what we found out from this, because they will for the most, it will be the same teams in WPSL that they'll be playing. It's just less games for us. We're totally fine with that with no playoffs for the women. So, the female players will get to do both - compete in the WPSL 2, but then they'll also get to attend tournaments if they so choose.

The target number of games is 6-8 games, with half of those at Jim Gotta Stadium in Moorhead, Minnesota - the long-time home to Fusion (and FC Fargo before them).

NSJ: Speaking of the women’s side, what is the club’s strategy with regard to professionalization and WPSL PRO?

The talks have really kind of slowed down on that, on what avenues are going. It's still a big interest of our club of what to do. You know, there's many dynamics that our club has to look into like where are we going to host all the games? There's certain requirements in that for that. (So at present they remain at Moorhead High) They've been excellent to us. We appreciate everything that they're able to do for us and with the schedule and everything. Dean (Haugo, the Athletic Director) over at Moorhead's been fantastic.
It is definitely something that Fusion is still interested in doing but it's something that's slowed down a little bit on the WPSL side.

NSJ: The NPSL side, they're obviously coming back off the hiatus as well, but they're staying in NPSL. There isn't really an alternative.

No, no, not at all. But the NPSL has such a wide range of players. I mean, you have D2, D1, you know, NAIA, JuCo. I mean, just such a range from all the different clubs that have it, which is just phenomenal. You know, we're happy right now with NPSL, and where we're at right now, I think it's a good fit for Dakota Fusion.

Where do you see the club in the next five years? What message do you want to convey to existing and potential fans, sponsors?

I mean, I'll be honest. I when I first came aboard, I didn't think Fusion would be where we're at right now. I think just with I honestly I owe it first of all to our owner to be able to to give the freedom, you know, to try new things, but to our amazing coaching staff, the coaches that we have, not only with our NPSL and WPSL, but our academy coaches, too.  
We have the most passionate coaches in the area that and that's why they're here, you know, and they're the ones that have truly, you know, made our academy excel. When Sajid (Ghauri, the owner) and I first talked about the academy, it was going to be one team a year because we wanted to do it slow. Right now, this summer, we're at nine teams, and I believe I'm in year four. Honestly, it's so much fun. and I don't even know how many years I've been here. So we're at a rapid pace but it's all to the coaches and and the excitement that they bring. So, I honestly can't tell you what we're going to have in, you know, even two years because it's just been such a whirlwind.

(On Seattle Sounders first-year player Yu Tsukanome, who won a NPSL Golden Boot in his one season with Fusion )

I still keep in touch with him. What a proud moment for Fusion and for him, too. I mean, I know it was a dream of his, but all of our younger academy players, it was a thing to show them, too.  If you practice hard enough and this is what could happen one day. (And Fusion had a number of Japanese players in the years after)

NSJ: I mean, it's like, okay, look what happened with Yu Tsukanome. Oh, okay. We can play in Fargo and be recognized at national level

I mean, yes, you can play in Fargo. Your first place that you land in America is Fargo and then you go on and I mean just phenomenal for him.

(On the World Cup effect)

 We just appreciate the opportunity to play. You know, we recognize that a lot of people around here are football fans, American football fans. We recognize that, but especially with the World Cup this year, you know, we know that people will jump on the bandwagon and be more soccer fans, but we really invite them to come out to our games and watch this level of soccer. You know, both the men and the women's play this. It's truly exceptional that they'll get to see the level that they play and not only from our team, but the other teams that are coming in just to get to see it. Um, it can really change people's perspective on the game.

NSJ: I think the transfer portal actually has a positive effect on players around here. It means that players can play for Fusion for an NAIA school and get recognized for their talent level and transfer up the chain

I think it's great, I think they get seen this way. I think a lot of them it's kind of a platform for them, too. And I know sometimes college coaches are out looking at their games, or if they're streamed, it enables them to be recruited and see that too.

NSJ: While I appreciate a good derby, Americans are more used to having one place to go for things.

I'm just amazed at how they're all playing high school right now with their great high school coaches, but then in a month, they'll all come back to Fusion and then play together and fuse together.

For details on the makeup of the Fusion squads and our preview of the entire non-league season in the Northland, buy a copy of Crossbar - our new magazine. Out soon, in physical and digital forms.

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