About Us
Built For Athletes. Powered by the Community.
JCFitness Athletics is a training home for young athletes in Rio Rancho and Albuquerque. We build confidence, skill, and belonging through clear systems, purposeful coaching, and a community that lifts athletes up. Every athlete who works in programs is supported, challenged, and celebrated as they grow.
Our Mission
Inspiring Young Athletes
At JC Fitness Athletics , our mission is to inspire and empower young football players by providing a comprehensive training environment. We strive to equip them with the skills, confidence, and knowledge they need to excel on and off the field, fostering a love for the game in a supportive atmosphere.
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Beyond athletic performance, we are committed to building leaders, teammates, and confident young men and women who carry these lessons into every part of their lives. Through intentional coaching, positive mentorship, and a community that believes in them, we help athletes develop discipline, resilience, and character, the traits that matter long after the final whistle.
Our Team
Coach Justin Cole
Justin founded JC Fitness Athletics to create a safe, competitive, and supportive environment where athletes and families feel confident in the quality of instruction and the care being provided. He believes sports offer a unique opportunity for athletes to face adversity, work through doubt, and grow without fear of failure. At JC Fitness Athletics, training is designed not only to develop better athletes, but to help young men and women build confidence, discipline, and character that carries beyond the field.
Coach Justin Cole has over ten years of experience guiding athletes from youth football through the collegiate level, with a coaching philosophy rooted in preparation, perspective, and possibility. His work focuses on quarterback and wide receiver development, offensive concept education, and building a resilient athletic mentality. At JC Fitness Athletics, young athletes are taught that the future is shaped through commitment both on the field and in the classroom. Training is paired with mentorship to help athletes grow in skill, discipline, and decision making, keeping multiple paths open as they pursue opportunities beyond high school. He is excited to work with your athlete, care for their development, and support them as they grow in confidence, character, and belief in what they can become.
Coach Kenny Mitchell
Coach Kenny has dedicated over 3 decades of his life to the sport of football. At Alamogordo HS he finished 2nd in receiving yards in New Mexico, earning him a full scholarship to Eastern New Mexico. After college, he founded the Otero Desert Dawgs semi-professional football team, which created opportunities for athletes to continue playing at the next level. He has spent years coaching for various teams in the Young America Football League. Many of the players he has coached and guided through their careers have earned championships and opportunities to play at the college level.
Kenny also serves as a strength and conditioning Coach for Carlson Gracie Jiu-Jitsu in Albuquerque, where he helps build functional strength, endurance, and mental toughness that translates directly into competition and everyday performance.
As a Coach, Kenny is driven by a purpose greater than wins and titles. His mission is to help young athletes in his community grow, excel, and become exceptional, coachable individuals, both on and off the field. Through his mentorship, accountability, and leadership, he continues to make a lasting impact on the next generation, and is looking forward to working with your players to take them to the next level and beyond.
Coach Nick Escudero
Coach Nick Escudero brings more than a decade of coaching experience and a lifelong passion for helping athletes grow both on and off the field. A former offensive lineman, he emphasizes strong fundamentals, discipline, teamwork, and confidence built through consistent effort. Over the past 10+ years, he has coached athletes from beginner players as young as 3–4 years old to competitive high school athletes up to 18, focusing on proper technique, football IQ, and development within a positive, motivating environment. Coach Nick takes great pride in seeing athletes from his earliest teams continue their football journeys, with several now competing at the Division I and Division II levels, and values his role in laying the foundation for their long-term success. Specializing in offensive line development, footwork, blocking fundamentals, and overall player growth, he is deeply committed to mentoring young athletes and instilling character, work ethic, and leadership while helping every player reach their full potential.
Coach Nick specializes in Offensive Linemen Development, Footwork, and Blocking Fundamentals. He dedicates himself to helping every athlete grow on and off the field, and is looking forward to working with your players to maximize their personal growth.