CREATING LIFELONG MEMBERS

The Experience-First Approach at Florida Prime Sports

Felipe Munoz, Executive Director of Florida Prime Sports, has transformed a start-up youth sports organization in just 5 years into a thriving club serving over 2,200 members and expanding at an annual rate of nearly 600%. His strategy blends innovative early childhood programming, professional coaching, and an unwavering commitment to delivering high-quality experiences. This article explores Felipe’s approach to customer acquisition, program design, and leadership accountability, offering practical insights for youth sports executives aiming to grow membership and create loyal ‘lifelong’ member.

Starting with the Youngest Athletes

When Felipe first considered how to stand out in a crowded youth sports market in St. Johns County (east coast of Florida), he quickly realized that success wouldn’t come from copying other clubs. Instead of focusing resources on the most competitive teams, he decided to invest in the youngest players.

Rookie Project (2-5 years old)

This led to the creation of the Rookie Project, a multi-sport ‘incubator’ designed for children ages two to five. Families enroll their children in six-week seasons that introduce them to soccer, t-ball, flag football, cheerleading, tennis, and basketball. The goal is to create a positive, low-pressure experience that helps families discover which sport their child enjoys most.

Felipe explains that many parents hesitate to commit to a sport when their child is so young. Uniforms, equipment, and registration fees can quickly add up, only to have the child lose interest after a few sessions. The Rookie Project removes that barrier. Families pay an affordable rate ($175), use shared equipment, and can rotate between sports each week.

Leadership Insight: Starting with young children before parents have formed loyalties to a sport or club is a sensible strategy providing an organization with a strong foundation for long-term growth.

Prime Prep (4-6 years old)

As families move beyond the Rookie Project, Florida Prime offers a clear progression. Children graduate into Prime Prep, a stepping-stone program to recreational or competitive. Designed as the next step in the club’s developmental pathway Prime Prep, a professionally coached entry-level program serves children aged 4 to 6. Prime Prep focuses on sport-specific instruction”beginning with soccer and soon expanding to baseball and softball”while maintaining the same affordability as recreational programs.

$5 Rotisserie Chicken

Felipe describes this approach as the club’s version of a*$5 rotisserie chicken.” Just like Costco’s famous loss leader draws customers into the store, Prime Prep is designed to make a lasting first impression. The club doesn’t expect to make a profit on these early programs. Instead, they see them as an investment in building relationships that can last a decade or more.

Professional Coaching from the Beginning

One of the most notable aspects of Florida Prime’s model is the decision to staff entry-level programs with professional coaches. Many clubs rely heavily on parent volunteers at the recreational level. While this keeps costs low, it can create inconsistent experiences.

Every Rookie Project and Prime Prep session is led by trained, paid coaches, with support from competitive team staff as part of their contractual duties. This ensures that families continue to experience high-quality coaching, setting a strong foundation for progression into recreational or competitive teams.

Leadership Insight: Investing in quality coaching at the start helps build trust and signals to families that the club values their experience.

Innovative Scheduling

Scheduling is also well thought through. Seasons are staggered so that programs rarely overlap, allowing families to participate in multiple sports without conflicts. For example, flag football begins when soccer ends, encouraging year-round engagement.

This approach solves a common challenge in youth sports: families feeling pressured to choose between sports or abandon one altogether. By making it easy to stay active across different seasons, Florida Prime keeps children connected to the club longer.

Leadership Insight: Thoughtful scheduling reduce friction for families and encourage long-term participation.

Measuring Success

Since launching the Rookie Project and Prime Prep, Florida Prime has seen impressive results. 76% of Rookie Project participants continue in the club’s other programs. The club’s recreational base now exceeds its competitive programs in size, which Felipe sees as proof that early engagement drives supportable growth.

These programs have also allowed Florida Prime to serve more families in a fast-growing area. As new neighborhoods are built in St. Johns County, the club’s focus on welcoming young families ensures that they are the first”and often only”club parents consider.

Leadership Insight: Tracking conversion rates from entry-level programs provides evidence that early investments yield long-term returns.

An*Experience” Industry

A distinctive aspect of Felipe’s leadership is how he defines the club’s purpose. He consistently reminds his team,*We are not in the sports industry”we are in the experience industry.” This mindset shapes every interaction with families, from the first inquiry to the final game of the season.

Leadership Insight: Viewing your club as an experience provider, not just a sports program, sets a higher standard for service and culture, establishing a prevailing attitude for staff to follow.

Insights review for a Youth Club Executive to consider

1. Invest in early engagement programs to build relationships before families commit elsewhere.
2. Consider investing in professional coaches at all levels to create consistent, high-quality experiences.
3. Design program pathways that remove barriers and encourage multi-sport participation.
4. Plan facilities and scheduling to support sustainable expansion.
5. Adopt an experience-first mindset to foster loyalty and trust.

Conclusion

When youth sports leaders embrace innovative models like Florida Prime Sports, they create environments where athletes thrive, families feel valued, and clubs grow sustainably. If you’re ready to explore more proven strategies and connect with leaders shaping the future of youth sports, join IYSL’s conferences and leadership groups”and be part of the movement to build better experiences for every young athlete.

By sharing best practices across organizations, we can elevate leadership and improve athlete experiences.  Learn about 3 upcoming Youth Sports Leadership conferences designed for forward-thinking club leaders. 

WHERE IS YOUR CLUB ALONG THE LIFECYCLE? THERE ARE 5 PHASES – 5 MOST ADVANCED. SELECT YOUR PHASE

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