The Board
Joe Flores President/Founder
Joe Flores has dedicated his life to supporting youth athletics and education in West Texas. Joe's family moved to Monahans, Texas, in 1982, where he grew up recognizing his father, Joby Flores, as a passionate advocate for high school football and athletics. Inspired by his father's dedication, Joe graduated from Monahans High School in 1994 and went on to play basketball at Angelo State University, where he earned his degree in 1999.
Joe began his coaching career in 1999 in Pecos, Texas, where he served until 2005—his longest tenure at a school district. He continued his coaching journey in Fort Stockton (2005), Odessa Permian (2007), and Midland High School (2011-2013). After years in athletics, Joe transitioned into a new career with Texas Farm Bureau Insurance in 2013.
In 2019, Joe’s father, Joby Flores, passed away. In 2020, driven by his father's legacy and his own passion for athletics, Joe founded the 33 Lead Foundation. The foundation aims to provide scholarships and support for student-athletes in West Texas, continuing the work that his father so dearly loved. Today, Joe remains deeply connected to his community and works tirelessly to ensure young athletes have the resources and encouragement they need to succeed both on and off the field.
Lana Flores Treasurer
Lana Flores has been a pillar of support for her husband, Joe Flores, in all of his endeavors, from his coaching career to the founding of the 33 Lead Foundation. As the foundation's treasurer since its inception, she has played a crucial role in overseeing its financial operations, ensuring scholarships and programs are available for West Texas student-athletes.
Lana graduated from Monahans High School in 1994 and married Joe in 1998. Together, they have raised three children while actively contributing to their community. Since 2014, Lana has enjoyed a successful career as a realtor, balancing her professional life with her commitment to her family and the foundation.
Lana’s unwavering support has been key to Joe’s success, whether during his coaching career or in helping him launch the 33 Lead Foundation. Her dedication ensures the foundation continues to honor the memory of Joby Flores and impact the lives of young athletes in their community.
Armando Flores Vice President
Armando Flores serves as the vice president of the Joby Flores 33 Lead Foundation and the baby brother of the foundation’s namesake.
“Joby was the epitome of what a big brother should be towards his siblings. He watched from a distance and only offered advice when he knew it was important and always seemed to be spot on in my life. Joby had a fondness for making people feel good about themselves and letting people know that what they did mattered,” he said.
Joby transferred the same qualities over to his love of sports where he praised both students for being a part of something bigger than themselves and praised the coaches and educators who took on a role helping to instill qualities to those they coach that will carry over to their every day life.
Flores serves on the board to carry on the legacy of the important bonds and roles both students and coaches share and how the relationship between the two can prove positive when traveling through the ups and downs of this thing called life.
Brenda Valles Board Secretary
Brenda B. Valles is a dedicated educator, community servant, wife, and mother who believes a meaningful life is rooted in family, faith, service, and purpose. She is proudly married to her husband, Corey, and together they have built a strong blended family grounded in love, loyalty, hard work, and supporting one another. Family remains at the center of Brenda’s life and is the foundation behind the way she and Corey lead, serve, and invest in others.
With 25 years in education, Brenda has served students and teachers across Texas and Florida as a classroom teacher, Multi-Classroom Leader, Instructional Specialist, mentor, and coach. She holds a Bachelor of Arts in English and a Master’s in Educational Leadership and Policy Studies from The University of Texas at Arlington and plans to pursue a Ph.D. in Educational Leadership Policy. A TIA-designated educator, Brenda is passionate about student growth, developing teachers, and creating opportunities for young people to recognize their potential.
Brenda’s commitment to young people extends well beyond the classroom. She serves as Secretary on the Board of Directors for The Joby Flores 33 Lead Foundation, a mission especially meaningful to her after 11 years coaching middle school athletics and seeing firsthand the impact coaches and mentors can have on a child’s life. She also participates in mission work in Tocoa, Honduras, supporting efforts to serve children and families in need. She is also the VP of Operations for the West Texas BBQ Bash charity. Across every role she holds, Brenda strives to live by a simple purpose: love her family deeply, lead with purpose, serve with heart, and leave every place better than she found it.
Steven Flores
Geoffrey Jameson
Sergio Franco
Christian Chavez
Christian Chavez is a proud West Texan, entrepreneur, and dedicated board member of the 33 Lead Foundation. With over 18 years of involvement in athletics, Christian has served in various capacities. These include student athletic trainer at the high school and collegiate levels and active member of the Monahans Sports Boosters. His deep commitment to sports and community service provides a strong foundation for his work with the 33 Lead Foundation.
Christian is a leader in the oil and gas construction industry and is known for his professional achievements and contributions to safety. As the HSE Director for HZ Services, he oversees complex construction operations, ensuring adherence to best safety protocols and hazard management practices. Additionally, his role as the President and founder of CMC Fire and Safety demonstrates his commitment to providing essential fire extinguisher services and safety solutions to businesses and homes throughout the region. Christian is supported by his wife, Jessi Chavez, whose encouragement and partnership have been essential to their professional and personal journey. Together, they are active community members, contributing to its growth and well-being.
Christian's commitment to empowering future generations is evident in his professional and community endeavors. As a Ward County Chamber of Commerce member, he actively fosters economic growth and community development in West Texas. His dedication to leaving a lasting impact on both the industry and the region is a testament to his leadership and vision.
Jessi Chavez
Jessi Chavez has dedicated her life to athletic training and supporting young athletes, both in her professional career and as a board member of the 33 Lead Foundation. A Del Rio native, Jessi graduated from Del Rio High School in 2011, where she served as a student athletic trainer for all four years. She continued her education at Howard Payne University, volunteering with the International Sports Federation, which took her overseas to Malaysia in the summers of 2013 and 2014. Jessi graduated from Howard Payne in 2016 and immediately began her athletic training career as an assistant athletic trainer in Del Rio.
She further honed her skills working at a local charter school until 2018, then moved to Brownsville to continue pursuing her passion as an athletic trainer. In 2019, she returned to Del Rio as the head middle school athletic trainer at Del Rio Middle School. In February 2022, Jessi moved to West Texas to be closer to her husband and took a position at West Texas Orthopedic. However, her love for working with student-athletes led her to pursue a new opportunity, landing her current role as an athletic trainer in Monahans in July 2022.
Jessi and her husband married in June 2022, and they are eagerly expecting their first son in November 2024. The two support each other wholeheartedly in their professional careers, creating a strong foundation of shared goals and mutual encouragement. As a board member of the 33 Lead Foundation, Jessi’s experience and passion help drive the organization’s mission to empower young athletes in West Texas.
Keith Balderaz
Keith Balderaz is a distinguished member of the 33 Lead Foundation board, bringing a wealth of experience from both the sports and business sectors. A standout all-state high school player from Monahans, Texas, Keith earned a scholarship to Eastern New Mexico University (ENMU), where he excelled as a key player in the bullpen for the Greyhounds. During his collegiate career while studying communications and media, he set multiple school records on the baseball field, including becoming the all-time career saves leader, recording the most saves in a single season, and achieving the lowest earned run average. Transitioning from athletics to a successful career in the oil and gas industry, Keith has dedicated over 15 years to serving the West Texas community. He currently holds the position of Business Development Manager at O.T.A. Environmental, a company committed to helping clients reduce their emission footprints and promote a cleaner Permian Basin. In addition to his professional endeavors, Keith is the founder and director of KBALL Biomechanics and Player Development Academy. He employs validated training techniques to enhance athletic performance and actively volunteers on local baseball boards, contributing to the structuring of gameplay and providing mentorship to players and coaches. As the media director for the 33 Lead Foundation, Keith is passionate about the vital role that coaches, athletes, and their supporters play in shaping future generations.