What began as a simple sign-up for youth flag football in 2011 has blossomed into one of Arizona's most beloved family-run sports organizations. This is the story of Katrina and David Alfaro, whose journey from sports parents to league owners exemplifies how passion and dedication can transform a community.
A Surprise Beginning
When their seven-year-old son wanted to play flag football, Katrina made an executive decision that would change their family's trajectory forever—she signed up her husband David as a coach, without telling him. What could have been a brief stint turned into a four-year commitment, with David coaching the same group of kids through multiple seasons.
The Alfaros quickly fell in love with the game day atmosphere. They would arrive at the fields as soon as the gates opened and stay until sunset, soaking in every moment of the experience, long after their own son's hour-long game had ended.
From Spectators to Sports Entrepreneurs
When changes in their original league left them searching for alternatives, fate intervened with an unexpected opportunity: a franchise for sale. Drawing from years of sideline observations and first-hand experience, the Alfaros knew exactly what worked—and what didn't—in youth sports leagues.
Their venture quickly flourished, growing to over 500 players ranging from kindergarteners to teenagers. What started as a flag football league has expanded to include Full Court Legends basketball, Just Kick It Soccer, and Spike It Volleyball.
The Secret to Their Success
The Alfaros' approach to youth sports is built on three core principles:
1. Positive Atmosphere: Their "competitive fun" philosophy ensures that every participant—whether player, parent, or coach—adheres to a strict code of conduct emphasizing fun, safety, and respect.
2. Responsive Leadership: They pride themselves on immediate communication with parents and coaches through email, text, or phone, maintaining the organized and attentive environment that parents have come to appreciate.
3. Family-First Values: As parents themselves, they understand the importance of creating lasting memories. Their own children are actively involved, with their older son working as a referee and scorekeeper, and their younger son helping with content creation and the snack bar.
A True Family Operation
David and Katrina, together since 2002 and married since 2004, have made Arcadia Sports Central a genuine family enterprise. Their sons, David "Deuce" Alfaro II (born 2003) and Jordan Alfaro (born 2009), are integral parts of the operation, embodying the family-oriented values that make their organization special.
The Alfaros' story is more than just a business success—it's a testament to how following your passion and staying true to your values can create something meaningful for an entire community. From those first uncertain steps onto the football field to managing a thriving multi-sport organization, they've shown that sometimes the best plays in life are the ones you didn’t see coming.
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