Atlanta Fire United (AFU)
Overview
Originally established in 1980 as the West Gwinnett Soccer Club. 501(c)(3) nonprofit (EIN: 58-1762033) based in Duluth, GA (Gwinnett County). Tax-exempt since formation. Rebranded as Atlanta Fire United / Atlanta United Soccer Association.
Note: Despite the similar name, Atlanta Fire United is not affiliated with Atlanta United FC (the MLS club). The naming similarity can create market confusion.
Financials
| Fiscal Year | Revenue | Expenses | Net Assets |
|---|---|---|---|
| 2023 | $3,643,477 | $3,311,841 | $1,856,082 |
| 2022 | $3,021,143 | $2,606,929 | $1,507,609 |
| 2021 | $2,532,723 | $2,097,253 | $1,093,395 |
| 2020 | $1,785,591 | $1,695,188 | $497,105 |
| 2019 | $1,934,507 | $1,832,077 | $406,702 |
| 2018 | $1,942,003 | $2,197,302 | $304,272 |
| 2017 | $2,096,957 | $2,078,709 | $559,571 |
Source: ProPublica 990 Explorer. December fiscal year end. Confidence: (HIGH)
Revenue trend: Growth from $1.9M (2015) to $3.6M (2023) — 90% increase. Strong post-COVID recovery. Net assets grew from $304K (2018) to $1.9M (2023).
Total executive compensation (2023): $91,633 — extremely lean for a $3.6M operation. Board members are all volunteers.
Teams & Players
2,893 registered players (boys and girls, children and adults). ECNL Southeast Conference teams: 9 boys’ teams (GA + SC) and 16 girls’ teams (GA, AL, SC, FL).
League Affiliations
AFU’s ECNL membership covers both boys and girls, spanning multiple states in the Southeast Conference.
Facilities
Based in Duluth, GA. Has helped Gwinnett County improve and develop local park facilities. Exact facility ownership/lease details unknown.
Leadership
- Robbie Hall — President (volunteer, $0)
- Lee Ann Capasse — Treasurer (volunteer)
- Davor Kulasinac — Vice President (volunteer)
- Seth Hayes, Attou Fekir, Brian Kilman, Spencer Treadwell, Jean Prophete, Tim Kemp — Executive Board (all volunteer)
The all-volunteer board with only $91K total executive compensation suggests the club is run very lean with most spending going to program delivery and coaching.
Competitive Position
AFU holds a valuable dual ECNL membership (boys and girls) in the Gwinnett County market, directly competing with GSA.
Strengths:
- Dual ECNL membership (boys & girls)
- 44+ year history (est. 1980)
- Extremely lean cost structure
- Growing revenue and net assets
- Gwinnett County market access
Weaknesses:
- Smaller revenue than top competitors ($3.6M)
- Name confusion with Atlanta United FC
- Volunteer-heavy leadership may lack professional management depth
- Facility situation unclear
Investment Thesis
Attractive bolt-on acquisition target. The dual ECNL membership in Gwinnett County makes AFU strategically valuable, especially as a combination with GSA or concorde-fire. The lean cost structure and volunteer board suggest a mission-focused organization that could be receptive to a well-positioned offer. The all-volunteer governance may also mean fewer compensation negotiations to navigate.
A Concorde Fire + GSA + AFU triple play would create a Georgia ECNL super-platform.
Open Questions
- Is there any formal or informal relationship with Atlanta United FC (MLS)?
- What is the competitive dynamic with GSA in Gwinnett County?
- Board receptivity to strategic discussions?
- What facilities does AFU use, and who controls them?
- Why is the name “Atlanta Fire United” when they’re based in Duluth/Gwinnett?