A graduate of the Master in Football Business in partnership with FC Barcelona in 2018, Juan España is the president of Escorpiones de Belén, a second division club in Costa Rica and a football academy
Like many other students, his passion for football was the driving force behind Juan España’s decision to professionalize in the field of sports management. After graduating from Johan Cruyff Institute’s master’s program, he started looking for his first opportunity in the industry. He found it with a proposal to work at the FC Barcelona Academy in Costa Rica. Due to a change in leadership, Juan was offered the opportunity to take over the management of the academy. That was the beginning of Escorpiones de Belén, a club that today trains over 600 children in the Belén area.
Juan España is now president of the professional club Escorpiones de Belén: “I’ve been working on this project for four years, and today we’re a well-known and respected club both socially and athletically in Costa Rica.” In this interview, Juan looks back on his journey and shares key insights for those looking to take their first steps in the sports industry.
How did the idea for Escorpiones de Belén come about, and what challenges did you face in founding it?
When I was doing the Master in Football Business in partnership with FC Barcelona at Johan Cruyff Institute, I began to look for opportunities. The football world is very closed—it’s hard to get in and very easy to be left out. But I found an FC Barcelona Academy, a club I’ve always been passionate about, in Costa Rica. I contacted the owner, and he gave me an opportunity.
He told me there were no management positions available, but they needed a coach for a group of 11-year-olds, twice a week. Something I learned from my father is that sometimes you have to get in however you can and then earn your place. I had never worked as a coach before, but I accepted. A month later, the manager, who was Catalan, decided to return to Barcelona, and that’s when the opportunity to take over the project arose.
A year later, the leadership decided to step away from the project. The academy, which operated under the FC Barcelona brand, had very high costs, and in a country like Costa Rica, with more limited resources, the model wasn’t sustainable.
I decided to move forward. There was a good base of kids, the training level was high, and some Catalan coaches were still involved. That’s how Escorpiones de Belén was born in February 2020. One month later, the pandemic hit, with all the challenges that came with it.
Despite everything, we decided to keep going and expand the project. We already had an academy and wanted to take the next step: to create a structure that would allow kids to have a complete football development pathway, with the possibility of reaching professional football.
As I always say, you need to be in the right place at the right time—and have a bit of luck.
“What was about to become a shut-down academy is now a club with over 600 kids in Belén, a professional team, and another academy in a different region of the country.”
What impact do you hope to have on Costa Rican football as president of Escorpiones de Belén?
From the beginning, we wanted this project to have a social impact. Our goal is to give children opportunities: to get them off the streets, promote sports, encourage social interaction. We want the academy to be a place of personal growth.
On the sporting side, we aim to do things differently. I’m not saying we’re better than others, but we do try to take a different approach.
For example, we proposed a playing structure that’s different from what’s typically seen in Costa Rica. At the academy, we place great importance on how we interact with the children: we want them to learn to think, to make decisions. It’s not about having a coach who dictates everything, but about fostering autonomy. At that age, it’s essential to try different positions and really understand the game. All of that is part of our impact.
“Four years later, we are a recognized and respected club. We’ve achieved important things on and off the field, and that motivates us to keep growing.”
What key lessons did you learn from the master’s program at Johan Cruyff Institute, and how did you apply them?
The most valuable thing was that the professors were active professionals in the industry. That made all the difference. They told us about their day-to-day work, how things really work in the sports world.
Over time, you realize that many things you thought were important or true… really aren’t. There are many myths, and you only learn that from the inside. I apply that every time someone new joins the club: I try to show them what the real day-to-day is like.
We also take that into account when signing players: beyond athletic performance, we look for people who understand what we’re doing and how we work.
“Getting to know the football industry from the inside has been the most important learning from Johan Cruyff Institute.”
What’s a typical day like at work?
A lot of people think a club needs hundreds of employees to function. But when we started, I was the one filming the videos, uploading them to social media, helping as an assistant coach, and even acting as the kit manager. Today we have a larger team, each in their role, but it’s been a long process.
In the mornings, I’m with the professional team. I like to be there every day so they see I’m involved. I also manage the administrative side and handle contact with institutions like the federation or FIFA. If I have time, I observe the coaching staff at work—without interfering.
At three in the afternoon, we train with a group of 30 to 40 kids we believe have greater potential. There, I switch roles and help however I can—as kit manager or support staff. After that, the academy activities begin and run until nine at night. And on weekends, there are matches. It’s a 24/7 life dedicated to football.
How has Johan Cruyff Institute shaped your vision of sport as a tool for social transformation?
I believe we share that perspective: sport as a way to help others. Today we have over 100 scholarship students. From the start, I told the staff and players: our challenge is to see how we can help, how to create real opportunities for those who are part of the club. That mindset is what makes the difference. It’s about using what we have to serve others.
What advice would you give to someone who wants to start in the sports industry?
My main advice is: be prepared. The industry is very competitive, and when the opportunity comes, you need to be ready.
“I was lucky with the academy, but without the master’s, I wouldn’t have known how to make the most of it.”
It’s also important to have a good attitude and keep learning. Football changes every year: rules change, business models change, training rights evolve. You can’t just sit and wait for something to happen. You have to move, learn, and seek. If you do that, the opportunities will come.
