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Live Life Beyond

The Gym Walls


Performance Ranch is a training facility for athletes who are looking to achieve more than just a workout. We are a community that strives to live a more fulfilling life by going beyond our comfort zones. We help coach, educate, and inspire individuals to live an athletic lifestyle that goes far beyond the gym and into everyday life. In everything we do, we aim to develop a culture of performing at a high fitness level with passion in every activity.





We believe that everyone is an athlete, regardless of their occupation, and we should all integrate an athletic approach to our health and wellness. We all have different goals and we are all on different journeys, yet despite our diversities, we are brought together by the same principle: becoming a healthier athlete. By providing information and education about training, nutrition, recovery, sleep, and mindfulness, we help develop smarter and more productive strategies to achieve personal goals.


The Ranch


A state-of-the-art facility built with the athlete in mind.

Visit us at the Performance Ranch, 5701 Carmel Ave. NE Ste. C in Albuquerque.


Creating a culture


Performance Ranch was born out of a dream to serve athletes and improve lives. After visiting some of the top strength and conditioning organizations in the world and spending time at the Nike World Headquarters, we knew we wanted to bring back some knowledge and create our own culture of training. Lawrence Herrera, state director for the National Strength and Conditioning Association, and UFC welterweight Donald “Cowboy” Cerrone decided to partner up and create a space where people can focus on training to live at their full potential.


Our Team


The Performance Ranch team strives to be the best coaches we can be.  Our coaches are continually learners and challenge themselves daily to become better for themselves, but more importantly for their athletes and clients.  Most of the coaches have their bachelors degree and higher level strength training certifications. The staff has also had experience sharing their knowledge with fellow coaches as well as other athletes. We strive to lead by example and we are always honing our craft to become the best version of ourselves.



Lawrence Herrera

Founder & Head Coach

Lawrence is a Certified Strength and Conditioning Specialist with National Strength and Conditioning Association (NSCA). He is the state director for the NSCA, the worldwide authority on strength and conditioning. He has helped 1000’s of recreational and professional athletes achieve their goals since 2003. He consulted for one of the largest sports and fitness companies in the world, Nike.  Lawrence was nominated for the “2017 World MMA Awards, Trainer of the Year.” He holds a degree in exercise science from the University of New Mexico. He has done national presentations for the NSCA on “Training Combat Athletes in a Group Setting" as well as “Strength Training for Endurance Athletes.” He has published several articles in peer-reviewed journals as well as been featured in Men’s Health magazine, as well as appeared on several UFC Countdown and Road to the Octagon show’s.



Craig Ansbach


Craig is a strength and conditioning coach born and raised in Las Cruces, NM. He has a master’s degree in Sports Administrating and a bachelor’s in Kinesiology as well as holding the Certified Strength and Conditioning Specialist (CSCS) Certification. Craig is also a life long student of Brazilian Jiu-Jitsu and is currently a brown belt. Craig enjoys coaching athletes and people of all ages and help them achieve their individual goals.



Estevan Lucero


Estevan Lucero is a native New Mexican born and raised in Albuquerque. As a former athlete, Estevan played collegiate football at both New Mexico Military Institute and Fort Lewis College, earning 40+ starts and multiple weight lifting awards. Post college Estevan played three years of professional indoor football, while simultaneously earning two masters degrees (Sports Administration & Marketing) and coaching at the high school level. Currently, Estevan is a Performance Enhancement Specialist (NASM), Certified Functional Strength Coach (MBSC), and Athletics Coach from the New Mexico Activities Association. His aim is to create an avenue for athletes around the state to become not only capable in their sport but to develop as young men and women.




Nick Gomez


Originally from California, Nicholas has been a resident of New Mexico for nearly 20 years. A stand-out baseball player at Moriarty High, Nick went on to play college baseball where he was introduced to strength & conditioning. Nick currently holds certifications of PES (Performance Enhancement Specialist) through NASM, Level One Certified Sports Performance Coach through USAW, ONNIT Academy Foundations certification as well as a CPT. Nick also competes in Muay Thai and MMA. Nick enjoys coaching athletes of all levels and anyone trying to enjoy their lives beyond the gym walls.


Nate Flores

Massage Therapist

Nate Flores has been a Clinical Sports Massage Therapist for 8 years in California. He was the head Massage Therapist for facilities like STARS in Anaheim and Pro Sports Institute in Huntington Beach.  He has worked with athletes of all levels from youth to professional NBA, NFL and MMA. His passion for helping athletes get healthy and stay healthy is his main goal. Integrating techniques such as Myofascial Release, Trigger Point, Active Release, Vibration Therapy, Cupping and Stretching, Nate is able to provide the best care for his clients.




Goals of

the Internship


1. To provide our potential coaches with the opportunity to further their growth as an athlete and trainer by becoming a coach (Note: This in no way takes the place of strength and conditioning or personal trainer course – which is a requirement for completion of this program)

2. To create a core group of assistant/intern instructors that is both knowledgeable and proficient in the instruction of foundational movements and capable of teaching a fun and valuable Performance Ranch class as well as work with clients in a private or semi-private setting.



The  Internship Program was designed with two basic elements in mind:

1) Teach participants how to become good, solid Strength and Conditioning Coaches;

2) Keep the rules and requirements to a minimum so that the program maintains an air of fun, lightness, growth, camaraderie, and learning.

While there are definite requirements to get into the program, the only real “structure” you will find in the program is the progress timeline. This is in place to keep you moving forward so that we know that as a member of the internship you are committed to becoming a coach. Other than that, there are very few “handles” to keep you on track. We are only looking for those people that are responsible self-starters, motivated, and who don’t need hand-holding to keep them on the path.

To become a potential coach via our program, the only requirements are to pass the written and practical tests for each level. We have also included our Level Recommendations to assist you in your preparation for the tests. Remember that these are only recommendations.

We have designed the program to be completed in as little as 4 months or less. The speed at which you move through the program will be determined by your background, experience and diligence in practice and execution.

Note: Completing the Internship in no way obligates you to be a part-time or full-time employee. Neither does completion of the internship guarantee you a position as a part-time or full-time employee.



1. Write a “Letter of Intent”; This letter/essay does not need to be long, but it should be from the heart. (This IS a requirement, and may be used to determine your eligibility for participation in the program.). In the letter you should include answers to the following:

• What do Strength and Conditioning mean to you?

• Why do you want to be a coach?

• Why would someone want you to be their coach?

• What is your background (include all): education, profession, sports, and fitness?

• What are your strengths & weaknesses?

2. 1-on-1 Interview: You may be invited for a 1-on-1 interview with the head coach. The goal of this interview is to discover your motivation and drive into becoming a Strength and Conditioning coach.

3. Experience: Though not required, ideally applicants have some coaching experience (Personal Training or otherwise) and have taken (or are registered to take) their CPT or CSCS test from the NSCA.

4. Deposit: If accepted, you will be required to submit a $250 deposit to participate in the program. This deposit is returned in full to you upon completing the course, or if we make the decision to discontinue the internship for the group or that individual.  If you pull out of the course or fail to make the attendance requirements, then we will keep the deposit as a charge of services. This deposit ensures we only take on interns who are dedicated to the program.

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Letter of Intent