Energetic, Athletic & Creative

Our Staff

"I never teach pupils I only attempt to provide conditions in which they can learn"

- Albert Einstein

Meet the CF Fitness Team

CF Fitness is an national nonprofit leveraging STEAM structured play to enhance Social Emotional awareness through healthy play. Headquartered in Long Beach, California.

James Howell

Founder and CEO

CEO and Founder James Howell has spent more than 20 years in offering his service to nonprofit sectors, focusing his entrepreneurial skills and track & field work ethics to create and develop a successful business for kids. This program started in San Angelo, Texas and later found a home in Long Beach, CA where he moved to continue his Olympic training for the 2016 Rio Olympics.

Click here to watch James' CBS sponsored Fitness Special >>

Siobahn Counts

President and CFO

Siobahn Counts, President and CFO, has been with CF Fitness since it's conception in 2014. She plays an integral part in the organization. Siobahn is responsible for Program Development, Financial Planning, Communications and ensuring all target levels are hit to achieve scale. She has taught at the elementary school level for 3 years and 4 years at the middle school level. She has a strong passion to educate young minds and help them blossom into well rounded, responsible and successful individuals.  Her greatest strengths include inspiring and mentoring students. Siobahn has a dual B.A. degree in Corporate Finance and Business Administration, Minor in International Business & Entrepreneurship and Concentration in Real Estate from the University of Akron in Ohio. She was an Outdoor Meet of Champions, New Jersey State Championship in the 400 meter intermediate hurdles. She was ranked 4th nationally in the event in 2003. She enjoys traveling, exercising, and mentoring students.

Maya O'Connor

Program Coordinator

Maya O'Conner joined the CF Fitness Team in 2013 as a Volunteer member.  Now as Executive Operations Manager, she brings much added value with her eye for detail and commitment to maintaining structure to ensure all students receive the most from the program. Ms. Howell is a Cal State Dominguez Hills Alumni, with a strong background in Early Childhood Education, Projects Management, and a B.A. in Human Service. She is thrilled to broaden her role as an advocate for children and bringing the power of fun fitness to as many children as possible.

Contact Maya for questions regarding donations.

Our Coaches

Our Coaches are made up of a group of certified men and women who have been through countless of training hours and hands on experience to qualify with working with students.

MVP Coach of the Month

Evan Weatherspoon

"I can see the school culture moving in a positive direction daily! The children are having more fun being engaged with structured play on the playground and the office has less traffic with fights and referrals. The sky is the limit for the La Salle Ave Elementary Shining Stars!"​

Little Muscle's
CF Fitness MVPs

MVP Coach of the Month

Ronnell Jackson

Kelso Elementary School

"I love being a Jr Coach because i get to solve conflict resolution!"​

Make An Impact!

There are many ways to give back and make a difference here at CF Fitness. We provide opportunities for collaboration with individuals, schools, organizations and brands.

Contact Us today to learn how you can make an impact on the future leader's of tomorrow.

Request More Information

Have one of our team members reach out to you with more information.

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CF Fitness Headquarters

3553 Atlantic Ave.

Long Beach, CA 90807


(562) 477-4128

501(c)3 Tax ID: 81-4577101

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