Developing Great Players Through Soccer Training
Beestera Soccer is a national soccer training organization focused on player development through camps, private training, and digital coaching. What stands out is not just what they do, but why they do it.
“The idea has always been to use the game to help young people grow as players and as people.” — James Beeston, Co Founder of Beestera
Founded in 2015, Beestera was built to fill a gap in traditional team environments where players were not always given the individualized attention needed to reach their full potential. What started with small group sessions and a single camp has grown into a national platform that continues to stay grounded in its mission to develop great players and even better people.
Why NOVUS x Beestera Was a Natural Fit
That same mindset is what made this partnership feel like a natural fit from the start. In a crowded landscape of soccer apparel brands and training organizations, alignment matters.
“There are a lot of good apparel brands out there, but this feels different. Because we are both building with meaning and trying to make an impact,” Beeston said.
At NOVUS, we design custom performance apparel for teams, organizations, and athletes who approach their craft with intention and purpose. Beestera is doing the same work on the development side, helping athletes build discipline, confidence, and consistency through training. Different roles, but a shared foundation in how we think about growth.
Shared Values That Drive Player Development
That alignment becomes even more clear when you look at the values behind each brand. Beestera operates on their THRIVE principles, centered around team-first mentality, hard work, resilience, impact, victory, and enjoyment. At NOVUS, we are built on passion, conviction, and perseverance. Those ideas are not separate, they reinforce each other.
“Hard work and resilience, that is perseverance. Enjoyment, that is passion. And ‘Claim Your Crown’ connects directly with our idea of victory,” Beeston said.
Elevating the Athlete Experience Through Custom Soccer Apparel
Through this partnership, NOVUS will outfit Beestera athletes, coaches, and staff across camps and training environments. That includes custom soccer apparel, camp shirts for thousands of athletes, and performance gear designed for training, travel, and everyday wear. But the impact goes beyond what the product looks like.
“When everyone is wearing the same quality gear, it creates a real sense of belonging in our Hive,” Beeston said.
That sense of belonging matters. It shapes how athletes show up, how they carry themselves, and how they connect to something bigger than themselves. The consistency of a team or training environment is not just built through coaching, it is built through identity.
Upstate New York Roots
What makes this partnership even more meaningful is where it all started. Both NOVUS and Beestera are deeply connected to New York’s Capital Region.
“None of us are originally from here, but Siena brought us here. And now this is home. We have built everything here, our families, our Hive, everything,” Beeston said.
That shared connection to the 518 adds another layer of purpose. Both organizations are committed to impacting the local community while continuing to grow nationally and internationally, without losing sight of where they started.
At its core, this is about more than soccer training or custom apparel. It is about building something bigger than the game. A shared commitment to development, a standard for how athletes show up, and a belief that what you wear should represent what you stand for.