Justin Morton
Advance Sports Group is one person in Blacksburg, Virginia, who spent about fifteen years inside college and club soccer before building software for it.
He played at Bryan College, then started coaching in 2011. Between 2012 and 2014 he ran player development at Longevity Sports Center. He joined Bluefield University as an assistant in 2017, was promoted to head coach after that first season, and led the program until 2022. In between he coached at the club level in Charlotte, at Charlotte Soccer Academy and with the Charlotte Eagles.
For three years he also sold industrial safety equipment, carrying a $3.5 million territory across the Carolinas. It is the least soccer-shaped line on this page and it is the one that taught him the part most coaches never have to learn: how a real customer decides, and what a price has to look like before anybody trusts it.
In August 2025 he became Director of Operations for Virginia Tech men’s soccer, a Division I program in the ACC. That is where all three of these products come from. The job was travel, facilities, compliance filings, and a summer camp series of nineteen events, and every one of those was a deadline met by hand in a spreadsheet somebody else had built. He left that role in 2026 to build the tools instead.
He still coaches. He lives in Blacksburg with his wife and their three kids.
Selected background
- 2025 to 2026Director of OperationsVirginia Tech Men's Soccer (NCAA Division I)
- 2023 to 2025Head Coach, clubCharlotte Soccer Academy, Charlotte Eagles
- 2018 to 2022Head CoachBluefield University
- 2018 to 2022Lead Coach, then Session DirectorVirginia Tech Soccer Camps
- 2012 to 2014Executive Director of SoccerLongevity Sports Center
- 2007 to 2011B.S. Exercise and Health ScienceBryan College
Why these three things and not others
Each product is a problem he had on a deadline and could not buy his way out of. Families kept asking when to email coaches and the honest answer was that nobody knew, so BusLoop works it out. Camp registration ran through a vendor whose page did not carry the program’s name, so the platform puts the camp on the client’s own domain. And most of the week was spent on work a computer should have been doing, which is what the custom tooling is for.
Advance Sports Group LLC is an independent company. It is not affiliated with, endorsed by, or acting on behalf of Virginia Tech or any other institution named on this page.