Felipe Munoz

Executive Director

Felipe has spent his career developing athletes on the field while leveraging growth opportunities for the sports programs he leads. His high level visions and talent-development methods have led him to invitational participation within CONMEBOL/FIFA. Through these events he has firsthand experience organizing youth World Cup qualifying tournaments.  Most recently he served as the Head Director of Coaching at Florida Elite Soccer Academy where he oversaw the coaching staff development, tournaments and events organization, sponsorships and partnership planning, and coordination of new programs. Felipe implemented new and innovative techniques to increase enrollment, as well as running one of the largest soccer tournament and ID Showcases in the country. These events not only provided unique opportunities for players, but also brought significant revenue to the local economy. 

Prior to his role in youth soccer, Felipe served as an Athletic Director in a private school setting. He was also the Head Coach of the Texas A&M Int. University Women’s Soccer Team. He is a graduate of Texas A&M Int., holding a bachelors degree in Fitness & Sports, as well as a masters degrees in Sports Management and Leadership. He has held the role of adjunct professor at Texas A&M Int. University in the field of Fitness and Sports. He is currently dedicated to building the best sports club in Florida. 

Jim Wheeler

Director of Operations

Jim has been involved with local youth basketball programs since 2001.  He has over 25 years of youth basketball coaching experience, including 5 years as a middle school coach in St. Johns County and 8 years of AAU coaching experience.  Jim is a former Board Member of Creeks Athletic Association from 2002-2009, where he served as President of CAA Basketball.  In 2008, he founded the River City Basketball league, which completed it’s 12th season in February 2020.  Since the league began, it has grown to an average size of 85 teams, with girls and boys age groups from 3rd-8th grades.  Jim is retired from a 26 year banking career, and currently works as Program Coordinator of the scholarship and mentoring program Take Stock in Children of St. Johns County.  

Chelsea Santoro

Director of Sports Operations

Chelsea is a career higher education administrator, currently serving as a Senior Director at Jacksonville University.  She lends her experience to Florida Prime by implementing technical platforms, garnering community support, and working to maximize program participation. Additionally, Chelsea has experience leading youth athletic and recreational programs as co-founder and operator of St. Johns Day Camps and WGV Soccer Academy.

Adam Holmes

Boys Technical Director

Coach Holmes is entering his 2nd season as head boys basketball coach at Creekside High.  He was previously the head coach at Pedro Menendez High for 3 years.  Adam played college ball at Troy University. He attended Bartram Trail High, where he was County Player of the Year and 2nd Team All State.  He is the all-time leading scorer in Bartram Trail history.
Charlsea Clark

Girls Technical Director

Coach Clark is entering her 6th season as head girls basketball coach at Bishop Kenny High.  Her teams have won three consecutive District championships, two Regional championships, and two State Runner-Up finishes.  Prior to becoming a high school coach, Charlsea served as Director of Women’s Basketball Operations at UNF from 2013-2015.  Charlsea played college ball at Flagler College, where she was a three-year starter and three time team captain.  She graduated from Pedro Menendez High, where she was an All County player each of her four years, as well as team captain for three years.