Becoming a football scout isn’t a straightforward journey, and Latvian Francis Plevoks is a great example of that. Without a background as a professional player and absent deep ties to any football club, he found his way into the industry through out-of-the-box thinking, perseverance and hard work. We sat down with Francis to learn more about his story.
Tell us about your professional experience in football scouting, especially your work with LASK and SK Dynamo Ceske Budejovice? How did you start your career?
I usually tell people that I am a football executive, but it might be more accurate to say that I am a football scout. Since the 2022 season, I have been responsible for the Latvian region on the Transfermarkt platform, where my role involves data entry, player analysis to determine market value, transfer updates, and other tasks related to market research. Over a year ago, I was approached by a German agency that acquired the club SK Dynamo Ceske Budejovice in the Czech top division. They took over the club’s sporting department and, focusing on the Baltic market, decided to expand their scouting team. As the team comprised of only three people they focused on local market analysis, but I was invited to join as a scout for the first team in the Baltic region.
Unfortunately, later the club encountered legal issues with the previous owner who refused to transfer his share of ownership, which led to the dissolution of the sporting department, which had, by that point, already developed a six-month plan. Despite this complication, I gained valuable knowledge about football scouting and about building a sports department from scratch during this time. Because of this experience, I got the opportunity to work with the Austrian football giant LASK, where I worked as a first-team scout. There, most of my work involved analyzing players using video materials to assess their potential in the team, suitability for tactical goals, and mental characteristics. These were players from all over the world, whom the sporting director entrusted me to analyze.
The sporting director himself identified players and then passed them on to scouts for further analysis. At LASK, we had about 10 people in the team, but the overall approach was more focused on cooperation and detailed information exchange between all departments to ensure the best decisions for shaping the team. However, I believe this created a bit of chaos within the club.
How did you transition from being a football fan to working professionally in scouting?
At first, I thought that transitioning from being a football fan to working professionally in scouting would be a challenge, especially when it came to making objective assessments of players. However, not having strong attachments to any one team, aside from the Latvia National Team, of course, allowed me to approach scouting with a neutral, analytical mindset right from the beginning.
Once I began scouting, it quickly felt less like a personal passion and more like a professional responsibility. I understood that my job wasn’t just about identifying talent but about evaluating players in a way that aligned with the club’s tactical needs, financial realities, and long-term strategy. This shift in perspective made the transition smooth – I wasn’t watching games as a fan anymore, but as someone responsible for making decisions that could impact a club’s future.
How do you assess a player’s characteristics and what do you consider to be the most important aspects when evaluating player development and suitability for a specific team?
I consider all key aspects, including specific demands of the position as well as the player’s individual traits that impact his potential in the team. Each position has unique parameters that must be assessed. For example, for a center-back, the most important factors are not only physical endurance and the ability to read the game but also psychological stability and the ability to make quick decisions under pressure. Midfield players must be both tactically educated and capable of balancing defense and attack, but most importantly, they need to be flexible to adapt to various game situations.
However, despite this position-specific evaluation, my priorities are simple – passion and the mental strength to improve. These are the factors that determine a player’s long-term success. It’s a trait that cannot always be measured by statistics or assessed through obvious technical skills, but can only be seen when the player steps onto the field and demonstrates their ability to adapt, learn, and improve. A player with this internal motivation, even if they initially have technical flaws, has the potential to become an excellent professional who elevates the team’s performance and always invests in their own progress. Therefore, among my key evaluation criteria are not only physical and technical abilities but also the player’s attitude, perseverance, and ability to adapt to the team’s needs. That is what makes not only a good player but also a true team player, ready to face challenges and grow alongside the team.
Would you say that intuition still has a role to play in contemporary scouting, where there is so much data and analytics to draw from?
Intuition is very important in the scouting process, but it cannot exist without the support of data and analysis. In football, we are increasingly relying on statistics and advanced data to gain an objective understanding of a player. However, scouting is not just about mathematics – it’s also an art of identifying a player’s potential, character, and ability to develop, which numbers alone cannot fully reflect. Most of the data reflects the past – how successful a player has been under certain circumstances. But a scout’s job is to predict the future: will the player be able to adapt to another league, another team, or a different tactical setup? And this is where intuition comes in. A good scout will not ignore data, but will also not let it fully dictate decisions. A balance must be found between scientific and human factors – understanding not only how a player performs in numbers but also who they are as a person. Do they have the character to progress? Will they be able to adapt to a new environment? Do they have the inner drive to become better?
How many players do you assess during a season whilst working for a club and how many would you say a club assesses on average as a whole?
During the season, I assess about 100 – 150 players, but the club overall evaluates definitely more than 1,000 players per year. The players who are more deeply analyzed and have higher priority would be around 75 players per year per team. These players are assessed more thoroughly, taking into account both their abilities and long-term potential, so they can adapt to the team’s tactics and long-term goals.
With more and more football talent emerging from Africa, scouting in the region is likely not as straightforward as it is in Europe. How important is it for scouts to be fully immersed in the local communities where they search for talent, and how does this deeper understanding impact the success of their scouting process?
It’s incredible what you can discover in places you would never think to look. For example, West Africa is a region that many perceive as chaotic and unremarkable. At first glance, it’s easy to understand why. But once you truly immerse yourself in this world, everything changes. You hear the voices of hundreds of people gathering around a dirt field, passionately watching a ten-year-old boy play as if his life depends on it. He steps onto the pitch with an unimaginable level of passion and determination, despite facing some of the toughest conditions imaginable. This is a world where the football field becomes a sanctuary – a place where dreams can become reality. This environment has shaped him; growing up in challenging conditions forces these kids to develop not only their skills but also their character. Their dedication and resilience are truly inspiring. This boy isn’t just playing football – he represents hope, ambition, and the possibility of a better future.
However, uncovering and nurturing this kind of talent requires a keen eye and an understanding of more than just technical ability. Talent is abundant, but finding the right talent is the real challenge. It’s not just about skill or physical attributes – the right player transcends the boundaries of the football pitch. It’s about how they see the world, how they view themselves, and how they chase their dreams. When he looks into your eyes, he sees an opportunity. He sees that you could be the bridge to his future. He knows that you represent the hopes of his community, offering possibilities he may have never imagined.
Unfortunately, in football – just as in other sports – organizations often underestimate the social impact they have on communities. Scouts must be able to see beyond a player’s technical abilities and recognize how they influence those around them. If a scout fails to acknowledge this impact or understand its significance, they are not truly fulfilling their role. You cannot ask a child to fully commit to an academy system if, as a scout, you are not equally committed to understanding their environment and the challenges they face.
How would you explain the role of a scout in the club’s overall success to people unfamiliar with football?
In fact, I believe it is one of the most crucial elements for long-term success. If you compare a football club to a business, scouts are the ones who find and acquire the right talents that can generate profit in the future – both in terms of performance and financially. Without quality scouting, clubs can make costly mistakes – acquiring a player who cannot adapt, does not fit in the team, or does not meet the coach’s requirements. Such unsuccessful transfers can cost millions, and in the long run, they can even undermine the club’s financial stability. Therefore, scouts are the ones who help the club build a solid foundation.
What advice would you give to youngsters who wish to become football scouts?
Young scouts who want to enter the football industry need to first understand that this is not a profession where you simply submit a CV and expect a job offer. Scouting is a field where proving your competence and building your reputation is essential. My main advice is – let your work speak for you. Social media is a great tool to showcase your analytical skills and understanding of the game. Start creating detailed scouting reports on players and publish them on X, LinkedIn, or other platforms where you can reach people from the football industry. If your content is of good quality and well-supported, sooner or later it will be noticed by coaches, agents, or club representatives.
The next step is to try to get involved with a club or agency as a volunteer. The reality is that no one will hire a scout without experience, so, at the beginning, be prepared to work without compensation to gain practical experience and contacts. Reach out to local clubs, offer your help with analysis or player evaluation – even if it’s a small task initially, it can become a starting point. Once you’ve accumulated experience, you can aim for a paid scouting position.
What are your next goals, and how do you see your future development in the football industry?
I have agreed with one of the largest agencies in the Baltics, FF Agency, to collaborate on player identification. Currently, I am in contact with multiple clubs, including those from England, the United States, and Belgium, about potential roles in their sporting departments. Despite this, my priority right now is to stay in Latvia and focus on developing in the local market.