For me, the clue was the "org.codehaus.mojo:exec-maven-plugin:1.2.1:exec".
The only place this was referenced was in the "Run project" action under Project Properties=>Actions.
When I changed this action to match the HelloFXMLWithMaven sample project (available in Netbeans 11.1): "clean javafx:run" then executing the Run goal was able to proceed.
Note, I also had to update the pom file's javafx-maven-plugin to also match the sample project but with the mainClass changed for my project.