Alatium was created to give wings to young athletes, on and off the field.
Its name is born from Latin roots: Alatus (“winged”), Altum (“to nourish” and “to grow”), and Latium (the birthplace of an Empire). Together, they speak of hope that takes flight, growth that is deeply nourished, and a place where new legacies begin.
Inspired by Hermes, the mythological guide and protector of athletes, we help young players navigate the space between where they are and where they want to be with clarity, confidence, and direction.
Built on years of experience in branding, mentorship, coaching, and recruiting, we work one-on-one with only a select number of athletes at a time. This allows us to give each athlete the attention, strategy, and care they deserve.
Our Mission
To mentor young athletes through every step of their recruiting journey and create a personal brand that reflects their personality. With one-on-one guidance, we help them gain clarity, choose the right college path, communicate with confidence, and present their story in a way that’s authentic, memorable, and built for success on and off the field.
Our Vision
To be the leading force in shaping the future of young athletes by equipping them with the tools, confidence, and communication strategies needed to take control of their own recruiting journey; athletically, academically, and personally.
Meet the Team
Jeff Frykholm – Mentoring
Jeff has over 35 years of experience in education and coaching, with a Ph.D. in Teaching and Learning and a Master’s in Sport Psychology. He holds a USSF “A” License and the United Soccer Coaches “Premier Diploma,” and has coached NCAA Division I, II, and III programs. A former youth club and high school coach, as well as an executive director for a nationally recognized soccer club, Jeff has guided hundreds of athletes (including his own three children) to NCAA opportunities and beyond. He brings a teacher’s heart and a coach’s insight to make the recruiting process clear and empowering.
Jeff brings over 35 years of experience in education and coaching to his work helping student-athletes navigate the college soccer recruiting process. He holds a Ph.D. in Teaching and Learning and a Master’s degree in Sport Psychology, and he spent 15 years as a tenured professor in the field of education.
His soccer background is equally extensive. Jeff holds a USSF “A” License and the United Soccer Coaches “Premier Diploma.” He has coached at the NCAA Division I, II, and III levels and is currently the head coach of a Division II college soccer program. In addition, Jeff spent 25 years coaching in youth club soccer, 14 seasons coaching high school varsity boys and girls, and served as the executive director of a nationally recognized soccer club known for its commitment to the college pathway.
Over the years, Jeff has helped hundreds of athletes—club, high school, and college—find the right fit in the college soccer landscape, including his own three children who each played at the collegiate level. His former players have gone on to compete in NCAA Division I, II, and III programs, and several have advanced to professional careers.
Jeff has a deep understanding of how the recruiting process works and what it takes to succeed at the next level. His passion lies in helping student-athletes and families navigate this often overwhelming journey with clarity, strategy, and confidence. Above all, he believes in the power of the college student-athlete experience to be a transformative chapter in a young person’s life.
Carlos Real – Branding
Carlos is a creative strategist, seasoned designer, and lifelong soccer player and coach. Fluent in Spanish, he has played at every level short of professional, including competitive play abroad, and has spent over 27 years coaching all ages and levels, with the last decade as head coach at Boulder High School. Holding a USSF “A” License, Carlos has guided athletes to NCAA Division I, II, and III programs. With 32+ years in branding, UX/UI, and marketing (plus years as a club coach, club parent, club marketing director and board member) he brings a unique blend of design expertise and firsthand knowledge of the youth sports environment to help athletes tell their stories with clarity and confidence.
Carlos is a seasoned designer, creative thinker, and lifelong coach with a serious passion for helping young athletes succeed on and off the field. With over 32 years of experience in design, he’s done it all: branding, UX/UI, marketing, animation, and architecture. He’s led design teams, run his own firm, and worked with everyone from Coca-Cola and Nestlé to local shops, museums, and personal brands.
But Carlos isn’t just a creative pro. He’s played soccer all his life at every level short of professional. He’s also spent the last 27 years on the sidelines, coaching all ages and levels, boys and girls alike. For the past decade, he’s been the head coach at Boulder High School, helping players grow their game and take it to the next level. He holds a USSF “A” License and, under his guidance, athletes have gone on to play at NCAA Division I, II, and III programs across the country.
His connection to the game runs even deeper. Carlos served for years as a marketing director and board member for a large youth soccer club, gaining firsthand experience with the bigger picture of youth sports, from development paths to club culture to parent expectations. As a dad of three kids who all played soccer, he knows what it feels like to navigate that world from every side: coach, creative, club leader, and parent. Fluent in Spanish, Carlos can connect just as easily with athletes and families in both English and Spanish, ensuring communication is clear and comfortable for everyone.
This full-circle experience is what drives Carlos to help athletes tell their stories with clarity, confidence, and authenticity. Every Alatium athlete benefits from his rare combination of creative strategy, sports leadership, and personal connection.