The Team Behind Lil’ Kickers
The Lil’ Kickers franchise system is run by a cross-functional team across franchise development, marketing, and operations. Each role is focused on keeping locations running consistently, maintaining program quality, and helping the system perform at a high level across all markets.
The Team
Behind Lil’ Kickers
The Lil’ Kickers franchise system is run by a cross-functional team across franchise development, marketing, and operations. Each role is focused on keeping locations running consistently, maintaining program quality, and helping the system perform at a high level across all markets.
Strategy. Execution. Growth.
Strategy. Execution. Growth.
Don Crowe
Don co-founded Lil’ Kickers with his wife, Karen Crowe, in 1998 and has led its growth into a nationally recognized franchise system. He is also the founder, former owner, and CEO of Arena Sports, where he built and scaled profitable indoor sports facilities across five locations. With a background as a CPA and deep experience in competitive markets, Don has consistently developed durable, high-performing businesses supported by strong operational and technology foundations, including the development of Sports IT software. His leadership continues to guide the evolution of the business and its long-term growth.
Karen Crowe
Karen co-founded Lil’ Kickers in 1998 and designed the program as a child development–focused alternative to traditional youth soccer programs from the very beginning. She has been instrumental in shaping the philosophy behind the program and how it is delivered across the franchise system. Karen focuses on protecting the integrity of the Lil’ Kickers experience through curriculum development and training, ensuring consistency and brand quality across locations nationwide. She has trained hundreds of program leaders across North America, equipping them to coach not only soccer skills, but also the developmental milestones that define the Lil’ Kickers approach.
Ty Redinger
Ty has served as President of Lil’ Kickers since 2012, following four years as Vice President, and brings extensive experience in franchise operations, curriculum development, and system-wide growth. Prior to becoming President, he led the Arena Sports Redmond Lil’ Kickers program, growing it into the largest single location in the country, serving over 1,000 children in a single season. He now leads the vision and long-term direction of the organization, aligning teams and franchise partners around clear priorities that drive performance and consistency across the network. Ty has played a key role in developing the systems, training, and programming that support over 140 franchise locations and continues to guide strategic growth, partnerships, and operational excellence across the brand.
Josh Gibson
Josh brings 12+ years of leadership in business operations, organizational development, and franchise growth. As Director of Business Ops & L&D, he serves as the company’s EOS Integrator, focusing on driving strategic alignment, accountability, and execution across the organization. He oversees key enterprise franchise accounts, collaborating with high-level franchise operators to implement scalable growth strategies that have driven measurable revenue increases and operational efficiencies. Leveraging his Master’s in Management & Leadership, SHRM-CP certification, and expertise in learning and development, Josh specializes in building high-performing teams, optimizing systems, and turning vision into results that drive sustainable growth and long-term value.
Monica Shumate
Director of Marketing, Monica brings 20 years of marketing experience, including over a decade leading digital-first strategies that drive scalable growth across multi-location franchise systems. She oversees digital marketing, creative development, and brand standards across all channels, ensuring consistency, clarity, and performance at every level. Monica leads the development of scalable marketing systems, leveraging automation and AI to improve efficiency, reduce costs, and enable self-service tools for franchisees and Business Development Managers while partnering closely with internal leadership and franchise operators to deliver actionable insights, strengthen marketing performance, and support continued growth across all locations.
Gene Hogan
Director of Business Development Managers since May 2008, Gene brings his education and coaching background to support franchise growth, develop training modules, and lead the Lil’ Kickers Business Development Manager (BDM) team. He has played a key role in supporting franchise startups with initial training in Seattle and continues to strengthen systems across the network. Gene oversees and coaches the BDM team to ensure alignment with company objectives, drive accountability, and deliver consistent, high-quality support to franchise partners while working closely with franchise owners and internal leadership to improve operations, increase enrollment, and achieve growth targets across all locations.
Drew Easton
With 15+ years of progressive sales experience, Drew is a senior-level sales leader who drives new franchise growth through a structured, relationship-focused approach. He leads franchise sales efforts by sourcing and qualifying prospective owners, managing a strong pipeline, and guiding candidates through the full sales process—from initial discovery to launch—while partnering closely with marketing and franchise operations teams to strengthen lead generation, refine sales tools, and ensure a seamless transition from sale to opening, focusing on building long-term partnerships grounded in trust, transparency, and results.
Nicole Cleveland
Nicole has been with Lil’ Kickers since 2014, with a background spanning coaching, coordination, and program leadership across Arena Sports and the broader franchise system. As a Business Development Manager, she partners with franchise leaders to align on goals, implement systems, and drive performance across her accounts, with multiple clients advancing into top-performing tiers within the network. She also leads onboarding for new franchises, guiding operators from initial setup through their first season to ensure strong, consistent launches. In addition, Nicole oversees hospitality and event execution for Franchise Trainings and Leadership Conferences, delivering high-quality experiences at scale. Her ability to manage multiple functions, execute at a high level, and consistently deliver results makes her a highly leveraged contributor across the organization.
Jesse Russell
Jesse has been with Lil’ Kickers since 2011, bringing experience across coaching, operations, and program leadership from his time with Arena Sports. As a Business Development Manager, he partners with franchise leaders to improve performance across Lil’ Kickers and its affiliate programs, including Skills Institute, Camps, and leagues. Jesse works closely with Coordinators and executives to review key metrics, identify opportunities, and turn strategy into action, helping drive consistent growth across his accounts. Known for his thoughtful, coaching-centered approach, he builds strong relationships that strengthen leadership, improve execution, and support long-term success across the franchise network.
Xz Beltran
Xz has been with Lil’ Kickers since 2018, growing from coach and coordinator roles into a Business Development Manager position in 2024. She partners with franchise leaders to develop accounts, improve performance, and implement systems that drive consistent results across her portfolio. Xz works across training, business development, and learning systems, with a focus on strengthening operations and supporting program growth, including Skills Institute. She manages relationships across 20+ franchises, using data and hands-on coaching to identify opportunities and challenge teams to improve. Her approach centers on building trust, fostering open communication, and helping leaders take actionable steps toward stronger performance.
Josh Cleveland
Josh has been with Lil’ Kickers since 2001, holding roles across coaching, operations, business development, and analytics, giving him a deep understanding of the franchise system. He leads data collection, reporting, and dashboard development, connecting multiple systems to provide accurate, real-time insights across sales and operations. Josh works closely with leadership, BDMs, and franchisees to translate data into clear, actionable insights that improve performance and identify growth opportunities. Known for his attention to detail and collaborative approach, he plays a key role in maintaining reliable reporting and strengthening data-driven decision-making across the organization.
Shelly Mitchell
Shelly has been with Lil’ Kickers since 2017, bringing a strong operational focus to product management and franchise support. She oversees product ordering, fulfillment, and inventory management across the franchise system, ensuring accuracy, efficiency, and timely delivery for all locations. Shelly manages vendor relationships, pricing, and the eStore platform, helping maintain product quality while optimizing cost and availability. Her work also supports internal accounting processes and product reporting, providing visibility into purchasing trends and opportunities for improvement. Through a detail-oriented and responsive approach, she helps keep product operations running smoothly and efficiently across the organization.
Reena Bochner
Reena joined Lil’ Kickers in 2026, bringing nearly two decades of experience with Arena Sports where she held multiple roles across operations, league management, and executive support. She plays a central role in corporate administration, accounting operations, and event planning, ensuring consistency and accuracy across key business functions. Reena manages licensing, billing, accounts receivable and payable processes, and supports financial operations that keep the franchise system running smoothly. She also leads the planning and execution of major events, including Franchise Trainings and the Leadership Conference, coordinating details to deliver seamless, high-quality experiences. Known for her reliability and attention to detail, Reena is a trusted resource across the organization.
Don Crowe
Don co-founded Lil’ Kickers with his wife, Karen Crowe, in 1998 and has led its growth into a nationally recognized franchise system. He is also the founder, former owner, and CEO of Arena Sports, where he built and scaled profitable indoor sports facilities across five locations. With a background as a CPA and deep experience in competitive markets, Don has consistently developed durable, high-performing businesses supported by strong operational and technology foundations, including the development of Sports IT software. His leadership continues to guide the evolution of the business and its long-term growth.
Karen Crowe
Karen co-founded Lil’ Kickers in 1998 and designed the program as a child development–focused alternative to traditional youth soccer programs from the very beginning. She has been instrumental in shaping the philosophy behind the program and how it is delivered across the franchise system. Karen focuses on protecting the integrity of the Lil’ Kickers experience through curriculum development and training, ensuring consistency and brand quality across locations nationwide. She has trained hundreds of program leaders across North America, equipping them to coach not only soccer skills, but also the developmental milestones that define the Lil’ Kickers approach.
Ty Redinger
Ty has served as President of Lil’ Kickers since 2012, following four years as Vice President, and brings extensive experience in franchise operations, curriculum development, and system-wide growth. Prior to becoming President, he led the Arena Sports Redmond Lil’ Kickers program, growing it into the largest single location in the country, serving over 1,000 children in a single season. He now leads the vision and long-term direction of the organization, aligning teams and franchise partners around clear priorities that drive performance and consistency across the network. Ty has played a key role in developing the systems, training, and programming that support over 140 franchise locations and continues to guide strategic growth, partnerships, and operational excellence across the brand.
Josh Gibson
Josh brings 12+ years of leadership in business operations, organizational development, and franchise growth. As Director of Business Ops & L&D, he serves as the company’s EOS Integrator, focusing on driving strategic alignment, accountability, and execution across the organization. He oversees key enterprise franchise accounts, collaborating with high-level franchise operators to implement scalable growth strategies that have driven measurable revenue increases and operational efficiencies. Leveraging his Master’s in Management & Leadership, SHRM-CP certification, and expertise in learning and development, Josh specializes in building high-performing teams, optimizing systems, and turning vision into results that drive sustainable growth and long-term value.
Monica Shumate
Director of Marketing, Monica brings 20 years of marketing experience, including over a decade leading digital-first strategies that drive scalable growth across multi-location franchise systems. She oversees digital marketing, creative development, and brand standards across all channels, ensuring consistency, clarity, and performance at every level. Monica leads the development of scalable marketing systems, leveraging automation and AI to improve efficiency, reduce costs, and enable self-service tools for franchisees and Business Development Managers while partnering closely with internal leadership and franchise operators to deliver actionable insights, strengthen marketing performance, and support continued growth across all locations.
Drew Easton
With 15+ years of progressive sales experience, Drew is a senior-level sales leader who drives new franchise growth through a structured, relationship-focused approach. He leads franchise sales efforts by sourcing and qualifying prospective owners, managing a strong pipeline, and guiding candidates through the full sales process—from initial discovery to launch—while partnering closely with marketing and franchise operations teams to strengthen lead generation, refine sales tools, and ensure a seamless transition from sale to opening, focusing on building long-term partnerships grounded in trust, transparency, and results.
Gene Hogan
Director of Business Development Managers since May 2008, Gene brings his education and coaching background to support franchise growth, develop training modules, and lead the Lil’ Kickers Business Development Manager (BDM) team. He has played a key role in supporting franchise startups with initial training in Seattle and continues to strengthen systems across the network. Gene oversees and coaches the BDM team to ensure alignment with company objectives, drive accountability, and deliver consistent, high-quality support to franchise partners while working closely with franchise owners and internal leadership to improve operations, increase enrollment, and achieve growth targets across all locations.
Nicole Cleveland
Nicole has been with Lil’ Kickers since 2014, with a background spanning coaching, coordination, and program leadership across Arena Sports and the broader franchise system. As a Business Development Manager, she partners with franchise leaders to align on goals, implement systems, and drive performance across her accounts, with multiple clients advancing into top-performing tiers within the network. She also leads onboarding for new franchises, guiding operators from initial setup through their first season to ensure strong, consistent launches. In addition, Nicole oversees hospitality and event execution for Franchise Trainings and Leadership Conferences, delivering high-quality experiences at scale. Her ability to manage multiple functions, execute at a high level, and consistently deliver results makes her a highly leveraged contributor across the organization.
Jesse Russell
Jesse has been with Lil’ Kickers since 2011, bringing experience across coaching, operations, and program leadership from his time with Arena Sports. As a Business Development Manager, he partners with franchise leaders to improve performance across Lil’ Kickers and its affiliate programs, including Skills Institute, Camps, and leagues. Jesse works closely with Coordinators and executives to review key metrics, identify opportunities, and turn strategy into action, helping drive consistent growth across his accounts. Known for his thoughtful, coaching-centered approach, he builds strong relationships that strengthen leadership, improve execution, and support long-term success across the franchise network.
Xz Beltran
Xz has been with Lil’ Kickers since 2018, growing from coach and coordinator roles into a Business Development Manager position in 2024. She partners with franchise leaders to develop accounts, improve performance, and implement systems that drive consistent results across her portfolio. Xz works across training, business development, and learning systems, with a focus on strengthening operations and supporting program growth, including Skills Institute. She manages relationships across 20+ franchises, using data and hands-on coaching to identify opportunities and challenge teams to improve. Her approach centers on building trust, fostering open communication, and helping leaders take actionable steps toward stronger performance.
Josh Cleveland
Josh has been with Lil’ Kickers since 2001, holding roles across coaching, operations, business development, and analytics, giving him a deep understanding of the franchise system. He leads data collection, reporting, and dashboard development, connecting multiple systems to provide accurate, real-time insights across sales and operations. Josh works closely with leadership, BDMs, and franchisees to translate data into clear, actionable insights that improve performance and identify growth opportunities. Known for his attention to detail and collaborative approach, he plays a key role in maintaining reliable reporting and strengthening data-driven decision-making across the organization.
Shelly Mitchell
Shelly has been with Lil’ Kickers since 2017, bringing a strong operational focus to product management and franchise support. She oversees product ordering, fulfillment, and inventory management across the franchise system, ensuring accuracy, efficiency, and timely delivery for all locations. Shelly manages vendor relationships, pricing, and the eStore platform, helping maintain product quality while optimizing cost and availability. Her work also supports internal accounting processes and product reporting, providing visibility into purchasing trends and opportunities for improvement. Through a detail-oriented and responsive approach, she helps keep product operations running smoothly and efficiently across the organization.
Reena Bochner
Reena joined Lil’ Kickers in 2026, bringing nearly two decades of experience with Arena Sports where she held multiple roles across operations, league management, and executive support. She plays a central role in corporate administration, accounting operations, and event planning, ensuring consistency and accuracy across key business functions. Reena manages licensing, billing, accounts receivable and payable processes, and supports financial operations that keep the franchise system running smoothly. She also leads the planning and execution of major events, including Franchise Trainings and the Leadership Conference, coordinating details to deliver seamless, high-quality experiences. Known for her reliability and attention to detail, Reena is a trusted resource across the organization.
