About Joel

Joel Franco – Founder

Joel founded Where Our Children Play with a question that wouldn’t leave him alone:

Why are so many kids who love the game slowly losing confidence in it?

As a coach, educator, and parent, he has seen the quiet shift that happens when sports become about pressure instead of development. The hesitation. The overthinking. The silence.

He has also seen what changes when a child feels heard.

When the game is explained clearly.
When growth is steady instead of rushed.
When someone chooses development over politics.

Joel’s work centers on building the whole human — not just the athlete.

Beyond training, he is committed to reshaping the culture of youth sports through storytelling. Alongside Chalane, he is currently writing For Them, a book focused on rethinking how adults show up for young athletes and what kids actually need to thrive.

At the heart of his work is a simple belief:

Growth over pressure.
Confidence over control.
Beyond the scoreboard.