lions den sign

Our Story

Lions Den Fitness began during a devastating time for owners Rosie & Danny Herrera. They began their quest for and through fitness at a time that would test their will, their power, and ultimately their faith. When they lost their eldest daughter tragically back in 2010 it was then they knew they needed an outlet. Their prayers were answered when they found fitness! Fast forward 7 years later to 2017 when they merged Lions Den Fitness with Efficient Movement which embraces all types of fitness. They know and truly understand how much fitness touches lives mentally, physically and uplifts the heart when needed the most! Their desire is to create a home (DEN) that offers a variety of classes for the avid fitness enthusiast and the athlete alike. Theirs is a story like no other. It’s a story of hope, love, desire and fitness!!!!

Meet the Team

Our team is the Heart of Lions Den Fitness, they have endured much and bring the knowledge and wisdom to help you conquer your fitness goals.

Rosie Herrera is an AFAA/ACE certified personal trainer, Level 1 Crossfit Trainer as well as a group fitness instructor. She brings over 6 years of experience in the professional fitness industry. She teaches a wide variety of fitness classes namely Boot Camp, Core, Stretch, Zumba, Dance Fusion, and has Crossfit experience.  Her love for different fitness formats makes her versatile and not afraid to try new things! Her love for life and helping others has led to working with many different demographics in the fitness arena, adolescents, teens, mothers, seniors, as well as individuals with special needs or disabilities. Rosie has competed in different physique competitions in the Phoenix area and placed high in her age group. Rosie has been featured on local publications for her outstanding health & wellness ideas and her implementation of those ideas in the local community. She has a unique passion for helping others achieve their health/fitness goals and loves bringing the gift of fitness to everyone she comes in contact with!

Daniel Herrera is a Strength and Conditioning Coach at Private Schools in the Phoenix/Scottsdale Area. Through coaching kids in strength and conditioning he has helped Football Teams go 8 and 0 and win it's 1st Championship. He runs all member needs at Lions Den Fitness.

Melissa is a Licensed Massage Therapist in the state of Arizona who specializes in sports massage, myofascial release, and trigger point therapy. Melissa has worked within high volume massage clinics and chiropractic offices throughout the valley where she has seen a wide range of clientele over the past seven years. From weekend warriors to professional athletes, she has helped many reach their recovery goals through massage. As a former collegiate athlete, Melissa firmly believes that regular bodywork can help assist in athletic performance as well as address and prevent injuries. In addition to her experience in the treatment room, Melissa has worked in franchise operations where she provided coaching and training to optimize business performance. When not in a treatment room or analyzing business statistics, you'll likely find Melissa on a lifting platform or a squat rack as Olympic and Power Lifting have become passions of hers within the fitness arena.