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inspire
educate
EQUIP

girls and women with the tools to grow & thrive in sports and life.

ABOUT

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OUR MISSION

Our mission is to inspire, educate and equip girls and women with the tools to grow and thrive in sports and life.

OUR VISION

PrimeW will use sports as a vessel to create a unified network for female athletes of all ages.

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WHO WE ARE

 
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KAYLA DURDEN

Co-Founder

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LAUREN KELLY

Co-Founder

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felipe munoz

Co-Founder

Kayla is a professional surfer from Jacksonville Beach, FL and official cast of ABC's Ultimate Surfer. She works for World Surf League and is also a basketball and surf coach.

Mind you surfing had to compete with Kayla’s natural ability across a range of sports. She played soccer, basketball, volleyball, track and field, and swimming. Yet while she excelled at all the sports, it was the waves at The Pier and 34th South where she felt most at home.

While sponsored as a teenager and having success in the junior surfing ranks, Durden was always committed to her education, rather than chasing the dream of a being pro surfer. She attended Providence School and eventually graduated Summa Cum Laude from the University of North Florida with a degree in marketing and a minor in Spanish.

While she is now guiding the next generation of teenagers through their sporting journey, her own is nowhere near finished. Given the chance to pit her skills against the world’s best surfers, Durden will back her sporting ability and smarts every time.

Lauren is a former professional and collegiate athlete, having been a four-year member of the Dartmouth College Women’s Ice Hockey Team. She was the recipient of the Dartmouth Sarah Kennedy Award, and was named to the ECAC All-Academic Team.

 

Lauren began her post-collegiate career as the Corporate Partnerships Manager for the Florida Everblades professional hockey organization. She simultaneously served as the Director of the Florida College Hockey Classic.

Lauren was asked to return to play hockey professionally and subsequently took on a global venture as a Women’s Sport Ambassador helping China prepare for the Beijing 2022 Winter Olympics. Lauren has lived in the USA, Canada, and China, and her global travels as an athlete and ambassador for women in sports have fueled her with a keen perspective on culture, social interactions, and the fascinating humanness and reachability of marketing in this day and age. She now works for two of her favorite sports organizations: The Jacksonville Jaguars and Florida Prime Sports, while simultaneously coaching ice hockey for the Jr. Icemen Program at the Community First Igloo.

Felipe is the Executive Director of Florida Prime Sports, and has spent his career in developing athletes on the field while leveraging growth opportunities for the sports programs he leads.

As the former Head Coach of the Texas A&M Int. University Women's Soccer Team, he has coached, led and inspired female athletes from the youth level all the way through the collegiate level, and is no stranger to the power of leaderships and role models for female athletes.

Felipe 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. 

His daughter, Mia, is his motivation to create a program and network that provides growth and leadership opportunities for any girl in her shoes.

UPCOMING EVENTS

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FIND YOUR BALANCE

Sunday, May 15, 2022

Riverfront Park & Hurricane Grill Cr210

Join us for sunrise yoga with Brittany from Bella Vida Yoga studio, a fun trail walk + run and a stretch session with Jess from Viva Stretch, followed by a lunch gathering at Hurricane Grill CR210!

Parents are welcome to join. Athletes aged 5-18 invited, and volunteers can fill our our Volunteer Form to lend a hand!

This event is free, but we ask that you bring sunscreen and insect repellant for us to donate to St. Johns Cares, as these are items in high need during the summer months.

Please register for both the Riverfront event and the Hurricane gathering below.

*Lunch is not provided but will be available for individual purchase at Hurricanes.

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BELIEVE IN YOURSELF

Saturday, June 18 | 9am | Hurricane CR210

JOIN US FOR A PANEL FEATURING COLLEGIATE FEMALE ATHLETES!

THE PANEL WILL BE FOLLOWED BY A KEYNOTE SPEECH BY
CHARLSEA CLARK, UNF WOMEN'S BASKETBALL ASSISTANT COACH & FORMER FLAGLER PLAYER & CAPTAIN.

Please register online to reserve your spot!

FOLLOW US ON INSTAGRAM FOR THE LATEST UPDATES!

 

JOIN US!

 
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We can't be us without YOU! Team up with us and let's work together to impact our PrimeW community and to elevate, empower and educate the next generation of amazing girls and women in sport.

OUR PARTNERS

 
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