Longtime Soccer Community Staple LASSO, Rebrands to Grand River FC
Justin Scott - 6/7/2026
For nearly three decades, one name has been tied closely to youth soccer in Lowell: LASSO.
The Lowell Area Select Soccer Organization served as the area’s main club soccer option nearly three decades of local players. For many Lowell soccer families, LASSO was the program players grew up with and the club that helped feed talent into the Lowell High School soccer programs.
Lowell soccer players eagerly wore LASSO gear and all they could talk about toward the end of the summer was their annual trip to the Canton Cup.
Now, after 29 years, LASSO is entering a new chapter.
The club has rebranded as Grand River FC, a move that leaders say better reflects where the organization is today while still honoring the community foundation that helped build it.
Below - Looking back. Mostly composed of members of the eventual LHS Class of 2013, LASSO at the 2009 Canton Cup.
Photo - Michael Stahl
Photo - Melissa Dennie
Grand River FC remains a nonprofit, community-run soccer club serving the greater Lowell area with their home field at Riverfront Park. The club offers competitive and developmental soccer opportunities for boys and girls from the U7 to U19 levels, depending on participation. Teams are formed through annual tryouts, which are open to everyone.
According to the club, Grand River FC will continue to focus on player development, affordability and community connection while maintaining the LASSO colors and keeping Grand River Riverfront Park as its home.
“This rebrand represents who we are today and where we are going,” the Grand River FC board told Red Arrow Preps. “Our club continues to experience sustainable growth, and it’s important that our identity keeps pace with our vision.”
The move comes at a time when youth soccer across the United States looks much different than it did when LASSO began in 1997.
In the decades since the United States hosted the 1994 FIFA World Cup, soccer has grown from a more localized, volunteer-driven youth sport into a larger and more competitive landscape. Major League Soccer, increased access to European soccer on television, the continued success of the U.S. Women’s National Team and the growth of academy-style development have all helped reshape the sport in America.
That shift has been felt locally as well, and now in another World Cup summer, the program made the change.
As club soccer became more year-round and competitive, many elite Lowell-area players began seeking opportunities with larger programs across West Michigan, including PASS, Revolution, Rapids, Force, Midwest United and other travel clubs. That created a crossroads for LASSO, which had long been a staple in the Lowell soccer community.
Rather than abandon its identity, the club is trying to evolve in this new world of youth soccer while staying true to what made it valuable in the first place.
“In 1997, we kicked off our journey as LASSO with just a handful of coaches, a few dedicated teams, and a singular vision: to pave a competitive pathway for local athletes without losing our hometown soul,” Grand River FC added.
The LASSO U12 team in 2013. Photo via Shannon Groeneweg.
That hometown focus remains central to Grand River FC’s approach.
The club is still volunteer-powered and led by a Board of Directors made up of player parents, community members and area soccer leaders. The board stated that the club wants to provide a strong competitive environment without becoming the type of large, business-driven organization that can make club soccer difficult for some families to afford.
“For the past 28 years, LASSO has worked hard to make soccer accessible to as many families as possible,” GRFC stated. “That commitment, centered on affordability, flexibility and convenience, will continue under Grand River FC.”
GRFC said affordability is about more than just player fees. It also includes the time families commit, the travel required and the overall value of the experience.
“We understand how stretched families are, and our goal is to create a club experience that is truly worth both financial investment and time commitment,” the GRFC board added.
That balance has become increasingly important in modern youth sports, where families often face rising costs, longer travel schedules and more pressure to specialize at younger ages. Grand River FC is positioning itself as a local option for players who want quality coaching and a competitive environment without losing the community feel that defined LASSO.
This photo of the 2021 LASSO U14 team includes players like Calli Rottier, Olivia Blood, Evie Deur, and Molly Lincolnhol, all of whom were part of Lowell’s district finalist team this year as seniors. Photo from the LASSO archive.
The club also wants to strengthen its player development pathway, beginning with its younger teams and continuing through high school. The club said the goal is to help athletes grow in the game while building a positive long-term soccer experience.
“We are especially excited to continue strengthening our player development pathway, guiding athletes from our juniors program through their high school careers and beyond,” GRFC said. “By focusing on long-term development, quality coaching and a positive soccer environment, we look forward to helping even more young players discover a lifelong passion for the game.”
The timing of the rebrand also comes as soccer interest is expected to rise again with the 2026 FIFA World Cup coming to North America. With matches being hosted in the United States, Canada and Mexico starting next week, clubs across the country are preparing for another surge of youth interest in the sport.
Grand River FC leaders believe Lowell can be part of that growth.
“Excitement and participation in club soccer continue to grow and we expect a big bump this year with the North America World Cup action,” the board said. “Our club has been a huge part of the community for 28 years and we only expect that presence to grow by continuing to offer an affordable and excellent club opportunity.”
For longtime Lowell soccer families, the LASSO name carries history. For the next generation, Grand River FC is designed to carry that history forward.
Tryouts for the 2026-27 season are scheduled for June 15 and 16. More information is available through the club’s website and Facebook page.
