The indoor soccer facility long known as Love's Soccer Club on Myrtle Avenue North is being gutted and reborn as Turf House Jax, with new owner Bold City Soccer stripping the building down and rebuilding it into a family-oriented complex that still keeps the doors open to adult pickup players. The venue, located at 546 Myrtle Ave. N. in Jacksonville's Rail Yard District, is targeting an October 31 reopening under its new name.
Bold City Soccer Academy acquired Love's Soccer Club in August, according to WhatNow, and has already removed everything from inside the facility as part of what the outlet describes as a complete remodel. The interior and exterior are being repainted with a more neutral look, replacing the branding tied to the old ownership. State filings show Love's Soccer Club, LLC was registered with the Florida Department of State back on February 27, 2018, under manager Marc Agnew Love, meaning the facility ran for more than eight years before this summer's sale.
Bold City Soccer Club president Brian Flinchum said the facility will retain its adult soccer use while adding more youth soccer options and a family-oriented atmosphere, per the same WhatNow report. Flinchum also said permits are being obtained for facility changes that include a restaurant component, with the October 31 date set as the reopening goal. Turf House Jax will formally become part of the Bold City Soccer umbrella, serving as a practice facility for the club while remaining available to the wider community and other youth programs.
From a Park Rental to a Permanent Home
Bold City Soccer Academy LLC was incorporated in Florida on January 6, 2023, according to the Florida Division of Corporations, and the organization launched its public youth soccer programming later that spring. Before acquiring the Myrtle Avenue venue, the academy primarily ran its weekly training programs for children ages 2 to 14 outdoors at Fort Family Park in South Jacksonville, a rental arrangement that left the fast-growing youth club without a permanent, climate-controlled indoor base.
That shift matters in Northeast Florida, where indoor turf venues let youth programs and adult leagues sidestep the disruptions of extreme summer heat and frequent afternoon storms, a practical advantage the previous Love's Soccer Club operation had already built its business around. Acquiring an existing indoor facility instead of building one from scratch gives Bold City Soccer a year-round hub it didn't have while renting park space.
Cafe, Pro Gym and a New Business Model
Flinchum said the added amenities will include a performance training gym aimed at high-level soccer athletes who are pro or seeking to turn pro, alongside a cafe serving beer, wine, coffee and light food. Bold City Soccer is exploring those food and beverage offerings as part of the buildout, and the beverage plan fits neatly within Florida's regulatory framework: under Department of Business and Professional Regulation guidelines, a 2COP license permits on-site beer, wine and coffee service without the minimum food-revenue or square-footage requirements attached to full liquor licenses, according to Olive Judd.
Under the old ownership, the facility charged $10 per person for public pickup entry, with field rentals ranging from $65 for one hour to $125 for two hours, and hosted competitive and social games three to four nights a week. Turf House Jax plans to continue public pickup soccer nights and field rentals alongside its new youth and adult training programs, keeping the pickup crowd in the mix even as the space expands its footprint. On the competitive side, Bold City Soccer Club already fields semi-professional men's teams in the United Premier Soccer League's Premier and Division 1 divisions, giving the club a built-in pipeline connecting youth training to adult competition.
A Rebranding Tied to a Changing District
The Rail Yard District itself has been in the middle of a broader commercial revitalization. The 4.5-square-mile industrial corridor west of downtown traces back to a railroad junction established in 1858 and today hosts more than 100 active businesses, according to the Rail Yard District Business Council. Adaptive-reuse projects like Dennis + Ives, a 5.5-acre conversion of historic warehouses at 1505 Dennis St. into offices, dining and event space, have become a template for repurposing the district's aging industrial buildings, as detailed by the Jax Daily Record.
The Myrtle Avenue corridor also connects directly into Jacksonville's Emerald Trail initiative, a 30-mile urban trail network designed to link downtown neighborhoods, parks and business districts, according to News4JAX. That trail connectivity, paired with the district's ongoing redevelopment, positions Turf House Jax within a stretch of the city that neighborhood leaders and city officials have been pushing to revitalize for years.
