Your Coaches
James Herrera is the founder and primary coaching resource for Performance Driven Coaching. His love of sport began as a child, spending many years on the bicycle, competitive team sports, and years training in boxing and the martial arts. As a young adult, he quickly found a niche in the areas of coaching, teaching, and leadership. James completed his undergraduate and graduate degrees at the University of Texas at El Paso where he also served as an instructor for the departments of Kinesiology and Continuing Education. He served as a Premier Coach and the Director of Coaching for Carmichael Training Systems from 2001-2006 and is a licensed USA Cycling Level 1 Coach and Certified Sports Nutritionist.
Over the years, James has contributed article, training manual, book, video, and seminar content in the areas of endurance sport, strength training, and exercise science. He has trained and collaborated with numerous world class athletes and coaches in various categories of sport, while assisting amateur athletes and fitness enthusiasts to maintain a strong level of physical fitness and positive balance in life.
“Excellence is an art won by training and habituation. We do not act rightly because we have virtue or excellence, but we rather have those because we have acted rightly. We are what we repeatedly do. Excellence, then, is not an act but a habit.” - Aristotle