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Our Focus

Our mission is to develop amateur athletes to reach their highest potential both on and off the court.  We will teach the game of basketball in such a way that we instill in our athletes a humble spirit, a competitor’s mindset, and an unwavering work ethic.

Florida Prime Basketball offers developmental training, organized teams at all levels, and elite small group training, based on your child’s skill level.  Our local coaching staff has high school and college coaching experience, and several of our coaches are former college players.  Our sole focus is to provide a professional, organized basketball experience to promote love of the game and personal growth for your athlete.

Meet the Coaches

Adam Holmes

Florida Prime Coaching Staff
Head Boys Coach Creekside

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

Florida Prime Coaching Staff
Head Girls Coach Bishop Kenny

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.  
Keith Matthews

Florida Prime Coaching Staff
Head Boys Coach Pedro Menendez

Coach Matthews is entering his 2nd season as the head boys basketball coach at Pedro Menendez High.  He previously served as an assistant coach at Flagler College for four years.  Keith played Division 1 college basketball at Fairfield University for three years, before completing his final year at Flagler College.  Keith played at Sebastian River High in Sebastian, Florida, where is the school’s all-time leader in scoring and rebounding.  

Shawn Platts

Florida Prime Coaching Staff
Coaching Staff

Coach Platts is entering his 5th year as a Principal serving students in Duval County. Prior to entering administration, Shawn was a Head JV and Varsity Assistant Coach at Fleming Island High School. He also served as Head Varsity Coach at Ed White. Before entering education Shawn served as an Assistant Coach at Jacksonville University where he also played for three seasons. He also played professionally in France and for the Saint Joseph Express, a United States Basketball League semi-professional organization.

Terrance Singleton

Florida Prime Coaching Staff
Head Boys Coach Swiss Point

Coach Terrance was a multi-sport athlete throughout his high school career, playing basketball and football. An area native, he was the recipient of the St. Johns County defensive MVP award for football during this time. He attended Bethune-Cookman University where he exceeded academically and graduated with a degree in Physical Education. He went on to coach at St. Augustine High School in Basketball and many recreational league teams for boys and girls. Currently he is coaching at Swiss Point Middle School where he has been for 27 years.
Tim Winter

Florida Prime Coaching Staff
Head Girls Coach Bartram Trail

Coach Winter is entering his 2nd season as the head girls basketball coach at Bartram Trail High.  He previously was the head boys basketball coach at St. Augustine High for 10 seasons.  He has coached four players who went on to play Division 1 basketball, and fifteen future college players in total.  He has been recognized as St. Johns River Athletic Conference Coach of the Year and received the Jeff Holt Pursuing Victory with Honor award in St. Johns County.  Prior to becoming a high school coach, Tim served as an assistant coach at Flagler College for 2 years.  He played at Flagler College for four seasons, including serving as team captain.  Tim graduated from Orange Park High. 

Wade Cashwell

Florida Prime Coaching Staff
Head Girls Coach Creekside

With more than 20 years of experience, Coach Cashwell  has coached both men’s and women’s basketball at both the JV and Varsity high school level. Most of his career was spent at Branford High School, where he served as the school’s head women’s basketball coach and Athletic Director. While in Branford he led the Lady Buccaneers through one of their most successful periods in the school’s history. In 2013 he was nominated for coach of the year for the Florida Athletic Coaches Association. He has been the head women’s basketball coach at Creekside High School since 2016. In his four years at Creekside, Coach Cashwell has led the Lady Knights to their first 20 win season, three post season play-offs, two district runner-ups, and a district championship. In 2019, he was selected as the recipient for the St. John’s County Jeff Holt Pursuing Victory With Honor Award.

Meet the Directors

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. 

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.

Jim Wheeler

Director of Basketball 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.