Zia Cheer was founded on passion, resilience, and a vision—a vision to create a place where athletes of all backgrounds and skill levels could discover their potential, push their limits, and fall in love with the sport of cheerleading.

Our journey began in 2019 when we opened Zia Tumbling, a space dedicated to helping young athletes grow in skill and confidence. But like many, we faced an unexpected challenge when the COVID-19 pandemic forced us to close in 2020. Though the doors shut, our commitment to the athletes and families we served never wavered.

After a year and a half, we came back stronger than ever, reopening in April 2022 as Zia Cheer—a full cheer training facility built to develop athletes, create lifelong memories, and instill a love for the sport. What started as a tumbling gym transformed into something much greater: a community, a family, and a place where athletes thrive.

At Zia Cheer, we’re more than just a gym—we are a team of passionate coaches, dedicated athletes, and supportive families. Our training isn’t just about learning skills; it’s about building confidence, fostering teamwork, and pushing every athlete toward their personal best. Whether you're stepping onto the mat for the first time or striving for an elite-level routine, we are here to guide, challenge, and cheer you on every step of the way.

Zia Cheer is proud to provide a 10,000+ sqft training space designed specifically for cheerleaders and tumblers. Our facility includes top-tier equipment, a welcoming environment, and innovative training technology to support athletes of all levels.

Facility Highlights

Full Automatic ZOLL AED With CPR Help Technology
Dedicated pre-school gym for our youngest athletes.
Full-size spring cheer floor for optimal training.
30' Tumbl Trak with a 14' dismount mat to practice high-level tumbling skills.
Multi-camera slow-motion replay system for real-time skill analysis and improvement.
Full cheer pro shop stocked with Zia Merch, a fitting room, and Rebel Athletic cheer shoes.
Full snack bar with drinks and snacks for athletes and families.
8-person conference/recording room for meetings, training, and content creation.
Spacious 2,000 sqft lobby with tables and seating for 40+ people.

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Passionate Leaders, Dedicated Coaches, and Community Builders

For Dustin & Alicia Smith, Zia Cheer isn’t just a business—it’s a reflection of their passion for athletics, leadership, and personal growth. Their journey into cheerleading and tumbling wasn’t just about training athletes; it was about creating a space where young athletes can develop confidence, discipline, and lifelong friendships.

Alicia has been involved in cheer and tumbling for most of her life, and she always knew she wanted to share her love for the sport with others. She saw a need for quality cheer training in Lea County, and with Dustin’s support, they decided to turn that vision into reality.

Dustin, with his entrepreneurial mindset and background in aviation, has always been driven by the excitement of new challenges and the thrill of helping others succeed. He recognized the impact a gym like Zia Cheer could have—not just in developing strong athletes but in shaping leaders, teammates, and confident individuals.

Together, they built Zia Cheer to be a place where athletes of all levels—whether stepping onto the mat for the first time or training for high-level competition—can feel supported, challenged, and part of something bigger.

Both born and raised in Hobbs, NM, Dustin and Alicia are dedicated to giving back to their community by providing a safe, exciting, and high-level training environment for athletes. While they don’t have children yet, they look forward to expanding their family in the future. In the meantime, their two dogs, Tekno (Border Collie) and Ollie (Standard Poodle), keep them on their toes!

When they’re not at the gym, they love traveling, skiing, flying, and embracing new adventures together. Dustin, a pilot, enjoys sharing his love for aviation, while Alicia thrives on seeing athletes push their limits, gain confidence, and achieve their goals.

Their goal isn’t just to train great athletes—it’s to build a supportive, empowering cheer community where every athlete can succeed.