Our Team


Santiago Halty: Founder and CEO

Soccer is king in Argentina, where Senda Athletics founder Santiago Halty grew up. He doesn’t remember a time when he didn’t play. Soccer for Santiago, was more than a game: it was a way to spend time with friends, a path to self-confidence and the means to learn discipline. It is from that foundation that Senda –which means “path” in Spanish – grew.

Santiago focuses on sales and strategy, working to develop relationships with teams and companies that recognize the value of craftsmanship and Fair Trade. He works on Senda’s soccer ball collaborations with companies like Google, Clif Bar, and universities like UC Berkeley and Stanford.

When Santiago is not at Senda’s offices he can be found assist coaching East Bay United’s Arsenal U-18 team, playing pick up soccer, attending San Jose Earthquakes game, and going to entrepreneurship events across the Bay Area.

Jeong Huh: Sports Market AnalystScreen Shot 2013-09-20 at 3.17.53 PM

Jeong Huh grew up in South Korea, where he developed a passion for soccer and sports in general. In 2011, he jumped at the chance to come to the U.S. to study Sport Management at the University of San Francisco. He started working at Senda as an intern in 2013, and became a full-time employee once he completed his program.

Jeong focuses on market research. He gathers information on the athletic and soccer industry, including prices, sales, methods of marketing, and distribution in order to find new revenue opportunities and build strong partnerships. He also works to develop systems to help Senda operate more efficiently and effectively.

He has been playing soccer for more than 20 years and can never turn down a chance to play. After moving to California, one of the first things he did was search for a place to play soccer. Once he found it, he was able to fully relax and begin his life in a new country.


Ryan Knapp: Digital Strategy

Ryan is a passionate advocate for the growth of soccer in the United States and believes in the power of using soccer for social change. He is a successful sports business professional and entrepreneur with an extensive background in soccer. Most recently, he was Digital Manager for the National Soccer Coaches Association of America and also was founder of FC Buffalo, a National Premier Soccer league club.

Ryan guides Senda online strategy, as well as the construction of the company’s website. He also works on Senda’s marketing materials and messaging, helping define what it means to be a company engaged in developing awesome products, and making a difference with the help of Senda’s customers.

Ryan has been in love with soccer since the days of Fifa 94 for Sega Genesis and Roberto Baggio skying penalty kicks in World Cup Finals. He experienced life in a true soccer culture during his time studying in Sevilla, Spain, where he lived less than two minutes away from the Ramón Sanchez Pizjuan, Sevilla FC’s home stadium. He loved the country so much he moved back in 2006 and lived 10 months in Villacañas, a small town in Castilla-La Mancha.

Paige Lubawy,  Strategy and Logistics Manager

Paige Lubawy: Operations

Biography coming soon!