New York City is a city of limits. Its streets are crowded, its air thick, its spaces scarce. For soccer enthusiasts, the search for a proper pitch is often a losing game. Public fields are booked solid, weather is an unrelenting adversary, and the cost of a premium venue, if one can be found, is prohibitive. In a city that never sleeps, the sport sometimes seems to slumber. The struggle is part of a larger story. Urban recreational spaces have become increasingly inaccessible, mirroring global trends. According to a report by the Aspen Institute, only 38% of American children aged 6 to 12 participate in organized sports. Among adults, participation is no better, as urbanization concentrates populations and reduces availability.
The need for accessible, affordable facilities is no longer an inconvenience. It’s a crisis. But where challenges exist, so do solutions. Socceroof offers a new way to play the world’s game. For Jonathan Lupinelli, a former professional soccer player turned co-founder and COO, the mission is clear: bring soccer to the people, wherever they may be. “We built Socceroof to bring the game closer to people,” he says.
“In places like New York, finding an open quality field is like finding a parking spot on a Friday night. We wanted to change that and change the way soccer is played in North America.”
The Origins of an Idea
Lupinelli’s journey began on the fields of Europe. He played professionally in Spain and France, honing his skills and understanding the game. But his ambitions stretched beyond the pitch. Seeing the lack of infrastructure for urban soccer in the United States, he partnered with French entrepreneurs Jean-David Tartour (CEO and pioneer of the 5 a side model in Europe) and Jérôme Meary (a prominent soccer agent bridging Europe and North America). The first location opened in Sunset Park, Brooklyn, just before the pandemic. The concept was simple yet innovative. By utilizing rooftops and industrial spaces, Socceroof maximized underutilized real estate to create state-of-the-art soccer facilities.
Tackling the Problem
At its core, Socceroof addresses the barriers that keep urbanites from playing soccer. Accessibility is the first hurdle. By offering facilities in dense areas like Wall Street, Socceroof brings the game to places where it’s most needed. “Our locations aren’t on the outskirts; they’re in the heart of the city,” Lupinelli explains. “People can walk from their office, change into their gear, and play a game during lunch or after work.”
The second hurdle is inclusivity. Socceroof’s business model caters to everyone, from seasoned players to first-timers. Fields are rented by the hour, and costs are shared among groups, making play affordable. The venues also host leagues, youth programs, and corporate events, broadening their reach. “We’ve seen people from every walk of life come through our doors,” Lupinelli says.
Finally, Socceroof leverages technology to enhance the experience. Their facilities are equipped with advanced turf, professional lighting, and climate control, ensuring year-round play. Upcoming projects include integrating digital elements like game statistics and social sharing. “We’re working on ways to make the experience even more interactive,” explains Lupinelli.
The Future of Urban Soccer
The Wall Street location, set to open in 2025, represents the next step in Socceroof’s evolution. Positioned in one of the world’s most iconic business districts, the facility is designed to attract a diverse audience, from finance professionals to local residents. “Wall Street is special for us,” Lupinelli says. “It’s a place where the energy is palpable, where people work hard and play hard. We want to be part of that rhythm.”
Beyond New York, Socceroof has its sights set on expansion. The company plans to open facilities in cities across the U.S., targeting areas with high demand and limited supply. “The need for urban sports facilities isn’t unique to New York,” Lupinelli says. “Cities everywhere face the same challenges. We want to be part of the solution.”
As the industry evolves, so too will the game. The popularity of small-sided formats like futsal and 5-a-side soccer is on the rise, driven by their fast pace and accessibility. Socceroof is well-positioned to capitalize on these trends, offering spaces that cater to both traditional and modern styles of play. “In the end, it’s about people,” Lupinelli says. “Soccer is the vehicle, but the destination is community.”
