Aberdeen, Scotland
Steve Uren grew up in Aberdeen — the granite city on the north-east coast of Scotland, where they call football 'fitba' and mean it with everything they have. He grew up going to Pittodrie, standing on the terraces watching Aberdeen FC, learning what it means to love a club the way people from there do. The word 'fitba' is Doric — the dialect spoken in Aberdeen and the north-east of Scotland — and it has been Steve's word for the game his whole life. It is not a brand name. It is just what he calls it.
Thirty years of building something
Steve spent three decades in senior global leadership — the last fifteen years specialising in learning, talent development, and building high-performance organisations across the energy industry. He has worked with some of the largest companies in the world, scaling learning functions and developing people at every level. The tools have changed. The principle has always been the same: give people the right environment and the right technology, and they will develop faster than anyone thought possible.
Houston, Texas
When Steve moved his family to Houston, he found a city with more than 50,000 registered youth soccer players, a thriving soccer community, and a genuine passion for the game at every level. He also found something missing. The training technology that Premier League academies had been using for years — interactive systems that develop reaction time, first touch, and decision-making in ways traditional drills cannot — was nowhere to be found in Texas. He knew exactly what to do next.
The family
The Fitba Factory is a family business in the truest sense. Steve's wife Mounia is a co-director, bringing her own professional rigour to the business and keeping everything grounded. Their son Adam is a competitive soccer player at RISE Soccer Club and Clements High School — which means the family's connection to Houston's youth soccer community is not just professional. It is personal. When we talk about wanting the next generation of Houston players to have access to better training technology, we mean Adam's generation. We mean the players he trains alongside every week.
The ESA Partnership
Why Elite Skills Arena — and why only us
The Fitba Factory is the exclusive Texas agent for Elite Skills Arena — the UK-based manufacturer of professional interactive soccer training technology used at Arsenal, Celtic, FC Köln, and clubs across the Premier League and Europe.
That exclusivity is contractual. It means that if a club, school, facility, or individual in Texas wants access to genuine ESA technology, The Fitba Factory is the only route available in this state. No other supplier or events company in Texas is authorised to provide it.
Steve chose ESA specifically because it is the best — the technology that the best clubs in the world have chosen, for reasons that are measurable and proven. Building The Fitba Factory around a product that is genuinely world-class made every other decision easier.
What we believe — values in human language
Mission statement
We exist to bring the world's best football training technology to Texas — and to make it work for everyone who loves the game, from a five-year-old at their first birthday party to an elite academy player preparing for college soccer.
Five beliefs
We are what we say we are. The name comes from a real place, the passion is genuine, and the technology does exactly what we say it does. We don't oversell and we don't pretend.
Excellence is non-negotiable. We represent Premier League technology. That sets the standard for everything else we do — from how we set up an event to how quickly we return an email.
We sort the rest. When you book with us, the logistics become our problem. We show up, set up, deliver, and leave the place as we found it. Your only job is to be there.
The game is for everyone. Not just the talented or the competitive. ESA works for the beginner and the elite player in the same session. That is not a compromise — it is a feature.
We are building something that lasts. Events now. Club equipment next. A permanent Houston facility for elite youth development after that. We are not a pop-up. We are here.
Our Values
Authentic
earned, not performed
Excellent
Premier League standard
Accountable
we sort the rest
Inclusive
game for everyone
Ambitious
events to legacy
Where we are and where we're going
Now — Phase 1
Mobile events across Greater Houston. We bring ESA equipment to you — corporate team-building days, birthday parties, club open days, tournament activations, product launches. Full service from delivery to pack-down. This is how we are building our presence in Houston, proving the technology, and establishing the relationships that will carry us into Phase 2.
Next — Phase 2
Club equipment agreements across Texas. As the exclusive Texas agent for ESA, we will be supplying and supporting permanent ESA installations at clubs, academies, schools, and facilities across the state. The first club conversations are already underway.
The destination — Phase 3
A permanent Houston training facility for elite youth development. A dedicated space where the next generation of Houston players — those aiming for high school varsity, college scholarships, and beyond — can access ESA-based training designed to close the gap between Houston youth soccer and the standard of the best academies in the world. This is the mission. Everything we are doing now is building toward it.
Come and see what we do.
Whether you want to book an event, find out about equipment for your club,
or just have a conversation about what ESA could do for your players — get in touch.
Steve answers his own emails.
[email protected] · Sugar Land, Texas
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