“Our Houston”: Ben Williams Building Culture and Identity at UH
(image via University of Houston)
In his first year at the helm of the University of Houston women’s soccer program, Ben Williams is focused on building something that lasts.
After being named head coach in February 2025, Williams hit the ground running. With just a few months to prepare for the fall season, he prioritized culture above all else. "It wasn't going to be my Houston or the players' Houston," Williams said. "It was going to be our Houston."
That collaborative spirit has shaped everything about the program’s early foundation. Williams emphasized establishing a player-led environment rooted in shared values, daily standards, and trust between staff and players. Training sessions, recruitment, and even team relationships have been centered around creating a sustainable culture rather than chasing short-term wins.
Williams arrives at UH following a successful stint at Stephen F. Austin, where he orchestrated one of the biggest turnarounds in Division I soccer last season. The Ladyjacks recorded 14 wins and reestablished themselves as a competitive force. He credits that success to a similar cultural shift and believes the same formula can take root in Houston.
"What we want is that when people from Houston come to our games, they see a little bit of themselves on the field," he said. "Someone hardworking, relentless, who doesn’t give up. That’s what we want to represent."
The connection to Houston runs deep for Williams. From 2017 to 2021, he served as an ECNL director for one of the city’s largest youth clubs. The England native sees similarities between Houston and his hometown of Liverpool: diverse, hard-working, full of character. That familiarity, and the passion he developed for the city during his time in youth soccer, made the opportunity at UH a no-brainer.
“I've always loved the city and fell in love with it and any chance I ever had to get come back to Houston, I took. So when when this opportunity came available, it was a no brainer. Representing a city that you love is something that's that's very, very special," he said. "It’s something I'm very grateful for and no doubt my staff and our players feel the same way and we want to try and represent the city in in the best possible light.”
That commitment to Houston is evident in the Cougars' current roster, which includes multiple players with local ties. Some are transfers Williams has coached before. Others, like Charlotte Richardson, he first coached as a 12-year-old.
"It’s a little surreal," he admitted. "But it shows that top athletes in Houston can stay home, play at a high level, and represent their city. We want to show we can coach them, develop them, and help them go pro."
To help accelerate that transformation, UH brought in 11 transfers this offseason, many of whom come from winning programs and championship backgrounds. Williams sees their experience and mentality as essential to shifting the team’s internal expectations.
"We’re trying to create a culture where winning isn’t just a goal—it’s a byproduct of doing the right things every single day," he said. "We want people to dread playing Houston. That’s the first step."
This season won't be without its challenges. The Cougars open with a tough non-conference slate, including matches against Rice, Stephen F. Austin, and Texas, before diving into Big 12 play. But Williams isn’t backing down from the difficulty.
"We’re not here for a quick fix. We’re building something with longevity," he said. "And it starts with our culture, our values, and our belief in what Houston can be."
To fans who haven’t yet been out to a UH women’s soccer match, Williams has a simple invitation:
"Come see yourself in our team. Come support a group of young women who are doing things the right way and trying to represent this city with pride. We’ll give everything we’ve got."
With Ben Williams leading the way, the Cougars are a program to watch—not just this season, but for years to come.
You can listen to our full interview with Coach Williams on YouTube and everywhere you get your podcasts.
