Global Soccer Icon Partners with Dr. Ashlee Fontes to Advance a Bold Youth-to-Pro Pathway, Fan Experience, and Economic Vision in Tallahassee
TALLAHASSEE, Fla. — In a landmark moment for women’s soccer, athlete development, and the future of women’s sports in Tallahassee, Crystal Dunn, FIFA Women’s World Cup Champion, Olympic Gold Medalist, three-time National Women’s Soccer League Champion, former NWSL MVP, and one of the most influential players of her generation, has joined the ownership group of Tallahassee Reckoning alongside Founder and CEO Dr. Ashlee Fontes.
The announcement represents a major step forward for the rapidly growing Tallahassee-based organization and further positions TLH Reckoning as one of the most ambitious women’s soccer platforms in the country. TLH Reckoning operates a girls academy, fields pre-professional teams in the USL W League and Women’s Premier Soccer League, and is partnered with two-time NWSL Champion Gotham FC. The organization is building toward a fully connected youth-to-professional pathway that includes a future residential academy, professional team, and stadium-anchored live-work-play entertainment district designed to create long-term athletic, fan, community, and economic impact.
Dunn, who has earned more than 150 caps with the United States Women’s National Team and helped lead the United States to both World Cup and Olympic titles, was drawn to TLH Reckoning because of her belief in Dr. Fontes’ leadership, the organization’s transformational vision, and the need for a more connected and intentional development model in the evolving women’s soccer landscape.
The two first worked together during their time with the Washington Spirit, where Dr. Fontes served as a founding executive and helped build one of the foundational clubs in modern professional women’s soccer.
“I am so excited to join the Tallahassee Reckoning ownership group. I’ve always wanted to continue making an impact on the women’s game, and being part of this opportunity is incredibly meaningful to me,” said Dunn. “Tallahassee Reckoning is more than a team. It is about creating a better future for female athletes and building systems that genuinely support girls and women at every level of the game. That mission matters, and I am proud to be part of it. I look forward to helping grow the game, empower the next generation of athletes, and contribute to the incredible vision being built here. Ashlee is building something truly special, and I am thrilled to help bring that vision to life.”
A two-time graduate of Florida State University and former Seminoles record-setting player,, Dr. Fontes has spent more than two decades helping shape women’s soccer. Her résumé includes serving as President of United Soccer Coaches, co-founding the Girls Academy League, serving on the U.S. Soccer Appeals Committee, and helping launch professional women’s soccer clubs and organizations during pivotal moments in the sport’s evolution.
“Crystal represents everything we hope young girls believe is possible,” said Dr. Fontes. “She has competed at the highest level in the world, but what impresses me even more is her commitment to opening doors for the next generation and helping close the opportunity gap in our sport. That is exactly what we are building at TLH Reckoning. This is not about one team or one season. It is about creating a soccer ecosystem in Tallahassee for players, fans, families, partners, investors, and the entire community to access and flourish. Having Crystal help lead that work is incredibly meaningful.”
Women’s sports continue to experience unprecedented investment, attendance, media growth, and cultural momentum, yet access to elite player development opportunities remains uneven across much of the United States. TLH Reckoning aims to help close that gap by creating a fully connected pathway from youth soccer through the professional game in a market that has historically lacked those opportunities.
Through TLH Reckoning, Dr. Fontes is building what could become a national model for women’s soccer development in traditionally underserved and overlooked communities. The organization’s vision extends beyond the field, with plans to create a year-round sports and entertainment ecosystem that can drive tourism, attract investment, support local businesses, expand fan engagement, and position Tallahassee as a rising destination in the women’s sports economy.
In just a short time, TLH Reckoning has already made national waves, including a USL W League playoff appearance and finishing among the nation’s top-scoring teams in 2025, while drawing increasing attention for its bold vision, grassroots momentum, and community-driven approach.
Dunn’s role with the organization will include strategic advising, investor engagement, advocacy, support for youth-to-professional pathway development, and helping expand TLH Reckoning’s long-term ecosystem of facilities, resources, and opportunities.
The partnership also reflects a broader movement across women’s sports, where elite athletes are increasingly stepping into ownership and leadership roles to shape the future of the game beyond their playing careers.
For Tallahassee, the announcement marks another historic milestone for a city emerging as an unexpected but increasingly influential hub within the women’s soccer landscape. For TLH Reckoning, it signals that the organization’s vision is attracting belief, credibility, and investment from some of the most respected names in the sport.
Founded in Tallahassee, TLH Reckoning was created to remove geographic and institutional barriers that have traditionally limited opportunities for girls and women in soccer. The organization operates pre-professional teams, academy development platforms, and holistic player development initiatives while pursuing a long-term vision that includes expanded professional pathways, elite training environments, transformational infrastructure, and a fan experience built around the future of women’s sports.
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