ISSUE 029: Lucy Rushton of Bay FC

IN THIS ISSUE

• 🤝 Introduction: A trailblazer in the use of data in soccer

• 👨‍🎓 Soccer Thought Leaders: Lucy Rushton of Bay FC

• 👥 Mentorship Opportunity: 1-on-1 with Lucy Rushton

• ⚽️ Soccer Jobs: A few new soccer jobs

• 🫵 Do This Now: Get to know soccer-specific agencies

INTRODUCTION

Happy Wednesday, Pathwayers!

Today, we’re pleased to share a conversation with a true trailblazer in the use of data and analytics within the soccer industry – Meet Lucy Rushton, General Manager of NWSL expansion club, Bay FC.

In our conversation, Lucy shares insights on her extensive experience working at the highest levels of professional football, including the English Championship, Premier League, Major League Soccer, and the NWSL!

Given that mentors have played a massive part in her career, Lucy has generously offered to provide 1-on-1 guidance to two ambitious professionals from within the Pathway community. Be sure to apply below to speak with her. Details can be found at the end of her interview.

Enjoy!

-John Bello, Co-Founder & COO

SOCCER THOUGHT LEADER: LUCY RUSHTON OF BAY FC

“First and foremost it’s about the human being, who they are, what they believe in, and how they conduct themselves, not just professionally, but personally, because that drives you as a club and it drives our ethos.” 

Much like any child growing up in England, Lucy Rushton fell in love with football by playing it in her back garden with her dad and brother. When it got too dark, they would move inside and play until something broke. And when that happened, they would play FIFA until it was time for bed.

Lucy would be the first to tell you that football is the only real passion she’s ever had – It’s no wonder she jumped at the opportunity to pursue a career in the sport.

Lucy’s remarkable career began at her hometown club, Reading Football Club, working as a performance analyst supporting all typical duties at the first-team level. She then moved into scouting, merging her passion for data with player identification and acquisition. This experience led her to make the decisive move to MLS in 2016, bringing her data-driven approach to help build a franchise from the ground up with Atlanta United, then moving on to General Manager roles - first at D.C United, and now, with expansion club Bay FC of the NWSL.

We were thrilled Lucy was willing to spend some time with us to shed light on her career experiences.

Enjoy!

John Bello, Co-Founder & COO

Questions and answers have been lightly edited for length and clarity (and any emphasis below is ours, fyi!)

PATHWAY: What inspired you to pursue a career in performance analysis?

LUCY: I was at university studying sports management and leadership - I didn't know what I wanted to do at the time. I thought I wanted to be a PE teacher, then I’d done like a week's work experience and was like, I don't want to be a PE teacher [laughs]. But I did my undergrad dissertation and my lecturer at the time was doing her PhD using Opta data, which was really the only data back then, along with Prozone.

She was doing her thesis about the five-minute period before and after a goal. So, I did a subplot to her thesis on my dissertation, and I was just very lucky that our external examiner of that dissertation was a lecturer in sports performance analysis at UWIC [University of Wales Institute, Cardiff]. He said, “You should come do the masters in sports performance analysis.”

I didn't even know it existed. I didn't know it was a career. I didn't know it was something that you could actually do. For me, that was my avenue into pro football because as a young woman at the time, I couldn't play football professionally. I probably wasn't good enough anyway [laughs].

Data was a great means for me to get into the game because it took away the subjectivity, which at the time for a woman going into the men's game would have probably been too much. So, just being able to provide objective data - It was something that I fell in love with very quickly and then realized it was an opportunity for me to work in the sport that I loved. 

PATHWAY: Was the use of data widely accepted at the time when you got into your first analysis roles in 2007/2008?

LUCY: It was relatively new when I went into Reading, but luckily for me, they had had an analyst before me, Steve Brown. He'd laid the foundation really well at the club. Our coaching staff at least had an acceptance of it and knew what it was about, and the players had been introduced to it. So, me going in there was really kind of like them picking up and trying to take it forward from there.

They were very receptive to it as well, the players especially. It was really at that stage when a lot of things were new and you would have maybe four or five players who would come in and have a look at their data and want to see video. And then gradually over the years, you see that number increase and increase. And I think we're at a time now where every player demands some kind of feedback, whether that's data or subjective video. 

At the time data was still finding its feet, but I think that was a great opportunity for me to be able to build on that and put my spin on things. And also, a way for me to show that I knew and understood the game. I’m lucky to say I worked with some great coaches who were very open, willing to take on new ideas and think about things differently.

PATHWAY: What was it like dealing with the demands of your role as a performance analyst in top-flight football, specifically in England?

LUCY: You have to find a way to not take everything personally - you can't get too high or too low. Football is a very emotional place and with every win, you can get super high, with every low you can get super down, and you have to learn to kind of moderate that and know that you're going to win games, you're going to lose games, but it's about the process. Making it about the process is important because ultimately if you get everything right on your day-to-day, then you should win more than you'll lose.

Being in the Championship and trying to get to the Premier League was incredibly stressful because you feel the pressure of your job and wanting to do well, but the media and the fans in England are very different to the US - It's a lot more in your face and hardcore and you see it everywhere. Even your friends and family talk to you about it and critique the team.

What you have to have is a real togetherness as a group. I think back to the times when we've had success and the things that got us through the tough times and then allowed us to be successful is knowing that all that matters is what happens within your group and your framework. You have to be united and be driven by the same goals, stick together, and understand and trust the process that you're going through. That allows you to kind of breathe and know you've got safety in numbers in your environment - that we're in this together, we've got each other's backs, we're driving towards the same goals, and we trust each other in the process to get there.

PATHWAY: What attracted you to working in MLS and what were some immediate challenges that you experienced in your role with Atlanta United, helping to build their first roster as an expansion club?

LUCY: It was probably more personal as to why I left Reading - I had hit 30 and realized that I'd been at the same club my whole career, lived in the same town my whole life, and kind of felt like I needed to do something different to start my new chapter. 

I hadn't thought about MLS, but I met with Darren Eales and Carlos Bocanegra, who were the president and GM of Atlanta United at the time. They showed me their vision for what they were looking to do, and It was just an incredible opportunity. To get to build a team from scratch is something that I never thought I’d get to do once - I’m lucky enough to have done it twice now. It was just too good to turn down. 

Building a roster from scratch is just an incredible opportunity because you literally have a blank canvas to set your identity, set your playing philosophy and style, and then recruit players based on that. The use of data at the time and the technical analysis side of it was much more advanced than maybe when I'd been in my early days at Reading. We had access to good data, and we had a small but tight staff when it came to scouting and recruitment. I think that helped us because there are not too many voices and opinions. We all were absolutely nailed on what we needed in what our style of play was, what our identity was, and what the positional profiles were within that. And to go and then scout those players became much easier because we were totally aligned on where we were trying to get to.

PATHWAY: I’ve heard you speak about the skill of analyzing data and presenting your findings to a decision-maker in a way they can understand. What's the importance of that skill in scouting and recruitment as you were building that roster alongside the leadership team?

LUCY: I think it's the most important skill in data and analytics. I say this to everybody in data: ‘It's the communication of the data.’ Like, there's an incredible skill that goes on in terms of building and getting the data to that manageable and usable state, but it's how you interpret it and communicate it, which is then the part that's going to help or hinder a decision. 

We had people who were kind of data-savvy as well at Atlanta United. Carlos knew a little bit about data and Darren certainly did. And so actually being able to present it to people who had that level of understanding already was helpful. But that was the key - trying to use data to show how we felt it was going to drive team performance and drive success and relate to the style of play and the brand of play that we wanted.

PATHWAY: How has your experience in building an expansion team at Bay FC as a General Manager differed from your first experience at Atlanta United? 

LUCY: It was a very different experience to Atlanta, one because of my role, but I think the time as well - we had about half the amount of time that we had to build the team at Atlanta, so that was a big difference. Again, it came down to just knowing who we were, knowing our identity on the pitch, how we wanted to play the game, and our brand of football.

It was a very long eight months or so. And, getting the first piece is important because until you have that first piece, there are so many ifs, buts, and maybes. But once you get that first piece it starts to dictate the rest of the roster. And then obviously building that team around a head coach, which we didn't have until about late September. And so, until that point, it was impossible to sign players because every player wants to understand the coaching philosophy and their style of play and them as a person. So, getting that person in was critical. 

PATHWAY: As you've hired people to come into Bay FC, what are some of the qualities that you've been looking for to help build out the working group?

LUCY: I think with the head coach and with every member of staff that we've brought into Bay FC, first and foremost it’s about the human being, who they are, what they believe in, and how they conduct themselves, not just professionally, but personally because that drives you as a club and it drives our ethos. 

We're very player-centric and people-focused. And we need staff that are sharing that passion and sharing that vision. So first and foremost, it was about the personality and the character and are they a “Bay Fit?”

And then obviously looking at their specific skill set and then how all those intertwined with each other. We didn't necessarily need to go for people with NWSL experience. We looked across multiple sports and we made numerous hires where we brought people in from different sports.

And that has been good for us as a club to get that diversity and that kind of range of skill sets and differences in thinking. It's been really cool to have people from the NBA and NFL and different sports and hear them and see the different ways that they're used to working.

But, for me, whenever I was looking to hire it was all about the person and the cultural fit with us. And then the balance within the group and the expertise that they brought.

PATHWAY: Having worked across various roles in soccer, how has your career journey shaped your current approach to leadership?

LUCY: I've been in the trenches as an analyst. I've seen and lived on the road with the coaching staff. So, now, as a General Manager, I understand what the life of the analyst is, what the expectations of the coaching staff are, and what the players want, maybe better than if I had not done those roles. Even as a scout being on the road and understanding the process of scouting and what the life is of a scout.

So, how I manage my scouting department is based on just understanding their pressures at different times of the year or the roles and responsibilities and pressures that come with their job. I think it allows you to be a little bit more attached to how they might be feeling or the difficulties they might have in their specific role because you can understand and know the challenges that you faced in those positions as well. 

For me, probably the biggest thing - just being an analyst and having worked with so many great coaches and players - is understanding the game and having different views and different ways of working. Knowing that there doesn't have to be one cap that fits all and you can have success working in different ways and different people act differently - as a GM, you need to be able to respond to that and to be able to adapt to it in yourself as well.

PATHWAY: What is one piece of advice you’d give to a younger coach or analyst who wants to break into working in soccer?

LUCY: I think finding someone willing to be a mentor to you is really helpful. I think most people in elevated positions now know that they were given a chance by somebody and that they were mentored in a certain way. I think there are a lot of people who are willing and wanting to mentor and help people, but they may not get asked. 

And then work experience is critical. If you can get some experience doing what you're trying to do, like obviously studying and getting your qualifications is always needed, but actually getting the practical experience of just being in the environment is critical. So, if you can get that in any way, shape, or form, I would focus time and attention on that as well.

PATHWAY: What's your favorite thing about working in soccer?

LUCY:  My favorite thing about working in football is just the pure emotion of the game - there's no feeling like it. The togetherness that you have as a team in highs or lows, like the emotional roller coaster is crazy, but that's the drug, that's the adrenaline. The bonds you build with people and the closeness that you have as a group are just so special. 

You're seeing people live out their dreams and achieve great things and being a part of that journey and process for them, whether that's players or staff, just to see people flourish in their role or flourish on the pitch. It’s really special to know that you're a part of that journey.

Ed. Note: You can connect with or follow Lucy on LinkedIn.

If you’re interested in applying your skills at Bay FC, here are a few of their current job openings:

• Manager, Ticket Sales

• Controller

• Client Services Executive

• Performance Specialist

PATHWAY MENTORSHIP OPPORTUNITY: 1-ON-1 WITH LUCY RUSHTON

Lucy has generously offered to conduct two (2) 1-on-1 mentorship sessions next week. If you’re interested in speaking with Lucy directly, click below to raise your hand for the opportunity. 🙋

• PATHWAY MENTORSHIP APPLICATION: Lucy Rushton, Bay FC

SOCCER JOBS: THE MOST INTERESTING NEW JOBS IN SOCCER

New week, new jobs! Here are a handful of the most interesting - and most recent - jobs that have been posted.

• Set Piece Coach, First Team - Liverpool FC

• VP, Human Resources - Houston Dynamo FC

• Senior Director, Partnership Development - Inter Miami CF

• Director of Operations, Women’s Soccer - University of Nebraska

• Senior Manager, Development Councils & Alumni Programs - US Soccer

• Manager, Fan Development & Experience - Angel City FC

DO THIS NOW: GET TO KNOW SOCCER-SPECIFIC AGENCIES IN THE U.S.

We’re back with another super-cool list, soccer friends - our third in a series of featuring U.S.-based companies that are working and building in soccer.

Last week, we shared a list of 30+ soccer apparel brands in the U.S. and, two weeks ago, we shared a list of almost 40 companies working in soccer tech. Be sure to check ‘em both out.

We’re continuing the theme this week with a focus on soccer-specific agencies in the U.S. When you click the link below you’ll find a mix of marketing, creative, and production agencies as well as a host of representation agencies (think: “Show me the money!”) that are having an impact in American soccer.

• PATHWAY RESOURCE: Soccer-specific agencies in the U.S.

We hope these three lists in combination will give you a stronger understanding of the opportunities across the American soccer ecosystem. Perhaps it will unlock for you a career idea that you hadn’t previously considered.

Let us know what you think - and if you think there’s another soccer-specific list we should put together, send us a recommendation: [email protected].

-Kyle Sheldon, Founder & CEO

When you’re ready, here are a few ways we can help you:

1. If this email was forwarded to you, you can sign up here to ensure you get every issue (sent on Wednesdays!) directly in your inbox.

2. You can subscribe to our Pathway Jobs Newsletter, which hits inboxes every Friday and lists as many new soccer jobs in North America as we can find (usually 80+ per issue!).

3. And, if you’re a club or brand looking to hire the most ambitious talent in soccer, drop us a line and we can tell you about our process, our growing talent pool, and the services we offer.

^{Give us a follow!} 

• X [Twitter!]

• Instagram

• LinkedIn

^{See you next week, soccer friends!} 

• John Bello

• Kyle Sheldon

• Nolan Sheldon