Based in Los Angeles, 3four3 functions as an anti-establishment media and educational collective led by Gary Kleiban. The group challenges the structural foundations of American soccer through The 3four3 Podcast, which has produced over 400 episodes critiquing the Major League Soccer monopoly and the federal pay-to-play system. They provide technical coaching education rooted in the tactical philosophies of Brian Kleiban, moving away from standard USSF licensing in favor of global standards. The brand gained visibility through its advocacy for solidarity payments in the US legal system, notably involving the DeAndre Yedlin case. Recent coverage focuses on the 2026 World Cup cycle with the 12 Lessons from Pochettino series, where Gary Kleiban breaks down high-level coaching development and national team culture. By positioning themselves against the mainstream US soccer media, 3four3 serves as a technical resource for independent coaches and parents navigating the competitive youth landscape through their proprietary coaching app and digital curriculum.