We’re looking forward to introducing you to Luciano Ruscitto. Check out our conversation below.
Hi Luciano, thank you so much for taking time out of your busy day to share your story, experiences and insights with our readers. Let’s jump right in with an interesting one: What’s more important to you—intelligence, energy, or integrity?
Integrity is the most important to me. I strive to live by strong moral and ethical principles, making decisions that align with my values. Operating with integrity not only builds trust and credibility, but it also ensures that the results you achieve are meaningful and sustainable. I believe success built without integrity is short-lived, whereas acting in accordance with your values consistently produces the best outcomes.
Can you briefly introduce yourself and share what makes you or your brand unique?
My name is Luciano Ruscitto, and I am the Co-Founder and President of the Cleveland Crunch, a professional indoor soccer team that I helped bring back to life in 2020 after nearly two decades of inactivity. I also lead the founded the Cleveland Crunch Foundation, our non-profit arm, which focuses on strengthening communities and empowering underserved and marginalized youth through the game of soccer. The Crunch is more than a team to me. It is a piece of Cleveland’s history and a symbol of pride for the city. Reviving the franchise was about more than rebuilding a brand. It was about reconnecting people to something they loved and creating new opportunities for the next generation of fans and players.
Before stepping into this world, I worked as an educator. I served as an intervention specialist, teaching vocational and life skills to young adults on the autism spectrum. That experience shaped the way I lead and interact with others. It taught me patience, empathy, and the importance of meeting people where they are. Those lessons have carried over into my work with the Crunch and continue to influence how I build relationships, manage people, and serve the community.
Coaching has also played a major role in my life. I currently coach high school soccer, and it is something I truly love. Whether I am working with my team at Notre Dame-Cathedral Latin or with kids at a Cleveland Crunch youth camp, coaching gives me the chance to help young players grow both as athletes and as people.
Today, my focus is on continuing to grow the Cleveland Crunch brand and expand the reach of the Cleveland Crunch Foundation. Our goal is to create meaningful opportunities for youth, strengthen our community partnerships, and introduce professional indoor soccer to a new generation of fans. At the core of everything we do is a commitment to making a lasting, positive impact in Cleveland and throughout Northeast Ohio.
Thanks for sharing that. Would love to go back in time and hear about how your past might have impacted who you are today. What’s a moment that really shaped how you see the world?
It’s hard to pinpoint one specific moment that shaped how I see the world. For me, it’s really the collective experiences of life that have guided my perspective. As we grow up, we start forming our own thoughts and opinions based on what we go through. Of course, we all have preconceived biases and circumstances that influence us, but the most important lessons come from experience itself.
What I’ve learned is that within every experience, even the challenging ones, there is an opportunity to grow. Over time, those lessons shape how you approach life, interact with others, and see the world. For me, that means being open-minded, looking for the lesson in every situation, and understanding that growth often comes from reflection and learning, rather than just outcomes.
What’s something you changed your mind about after failing hard?
One of the biggest lessons I’ve learned is how to view failure. Back in 2020, when I helped bring the Cleveland Crunch back, I thought success meant winning, hitting every goal, and getting everything right the first time. I’ve since realized that chasing perfection only makes you afraid to fail.
I’ve learned that failure isn’t the enemy. It’s where the real lessons live. The moments that didn’t go as planned pushed me to grow, adapt, and see things differently. Success isn’t about avoiding mistakes. It’s about learning, growing, and becoming stronger along the way.
The truth is you can’t have real progress without failure. When you see it as part of the journey instead of the end, that’s when real growth begins.
Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. What are the biggest lies your industry tells itself?
One of the biggest myths in youth sports is that the system is good for kids. On the surface, it looks like youth sports are thriving with clubs, academies, tournaments, and travel teams everywhere. The reality is very different.
When I was younger, playing club or travel soccer was based on skill. You earned your spot through talent and effort. Today, access to high-level youth sports is often determined by a family’s financial situation. Pay-to-play fees, travel costs, and the rise of “elite” leagues mean ability matters less than money. Families spend countless hours and thousands of dollars just to give their kids opportunities that were once based on skill. The cycle of more leagues and tournaments drives costs even higher and widens the gap between those who can afford it and those who cannot.
Too many programs measure success by trophies and rankings. Sports are meant to be about development, teamwork, resilience, and fun. Focusing only on outcomes creates entitlement, pressure, and exclusion. Participation trophies have become a symbol of a system that prioritizes achievement over growth.
At the Cleveland Crunch, we do things differently. Through our camps, clinics, mentorship programs, and equipment initiatives, we increase access to soccer and give every child the chance to learn, grow, and enjoy the game. Our focus is development, opportunity, and a love for the sport. We create an environment where every kid can thrive, build life skills, and experience the joy of being part of a team.
Youth sports often claim to serve kids, but the system can do the opposite. At the Cleveland Crunch, we are changing that. We give young athletes real access to play, develop, and enjoy the game without the barriers that have come to define so much of youth sports today.
Thank you so much for all of your openness so far. Maybe we can close with a future oriented question. Could you give everything your best, even if no one ever praised you for it?
Yes, giving everything your best, even when no one is watching or praising you, is a standard I strive to live by. For me, effort is everything. If I know I gave 100% and was honest with myself about it, I can’t be upset about the outcome. The only time regret creeps in is when I realize I could have tried harder.
This philosophy ties back to the idea of playing only to win. If you focus on giving your absolute best, even failure becomes a tool for growth. It’s when you fall short despite your full effort that you can truly identify your weaknesses and build on your strengths. This applies to every area of life, from athletics to academics to business. For athletes, it’s not just about the game. It’s about showing up for every practice, preparing diligently, taking care of your body, and giving full effort in every match. For a student, it’s about studying effectively and pushing yourself to learn as much as possible.
Life isn’t about chasing praise or recognition. The real competition is with yourself, and the goal is to be better today than you were yesterday. That’s how I try to live my life, by committing to giving my best effort, all the time, in everything I do.
Contact Info:
- Website: https://www.theclevelandcrunch.com
- Instagram: @lucianoruscitto
- Linkedin: https://www.linkedin.com/in/lucianovruscitto/
- Twitter: @clecrunch
- Facebook: Luciano Ruscitto
- Youtube: @clevelandcrunch
Image Credits
Raw Image Photography, Kim Karbon Photography, GViper Photography
