Christian Lira

Years of Experience

Trailblazer Entrepreneur with 16 years in business leadership. Years of hands on experienced in all aspects of business from formation, operation, finance, and management have given me the capacity to excel in my ventures.Visionary product developer with deep education in research and analytics.

Effective communicator and motivator who identifies and leverages assets in teammates to reach organizational goals. Relentless optimist who believes you build from the ground up without any shortcuts.

I believe that you are a reflection of what you give. Thats why every project I am a part of will have the the upmost determination only a vested partner can bring.

Christian Lira


I provide specifically tailored consulting services that always reflect the individual characteristics and needs of the Southern New Mexico communities I serve. I support sustainable communities through better organization, operations, and communication.

I am continually seeking fresh, innovative ideas and services that will assist community officials in the delivery of effective government services and growth of economic development for the region. I have the knowledge and experience in local and state operations and regulations that can only come from having been part of the local government world as an Elected Official at The City of Sunland Park for two 4-year terms.


My introduction to the cannabis industry began when I first opened my medical clinic, Reef, located in Santa Teresa, New Mexico. Reef was a behavioral health facility that treated various mental/behavioral health issues. Working closely with Board Certified Psychologist, we found the great benefits of treating such patients with medicinal marijana. We then began evaluating and issuing patients medical cannabis cards based on their candidacy.

I proceeded in networking throughout New Mexico with current cannabis licensed producers and have collaborated and advocated with various key people to set the footprint of the cannabis industry in New Mexico. My relationships have extended with key players that know the everchanging cannabis industry. Our networking group can assist in the process of seed to sale to make your company a successful venture.


I have over 16 years of experience that ranges in the retail to medical industry. I owned and operated eight cell phone stores throughout the Las Cruces, New Mexico and El Paso, Texas region. A business that first started with a crew of 2 rapidly grew to over 50 employees within the first four years.

Understanding every level of a business is essential for a successful venture. It is there where I understood the importance of how to properly manage teams, achieve quarterly and yearly obtainable goals and quotas. Becoming a healthy and profitable business allowed me to identify advantages and disadvantages at an early start.

Entrepreneurship is no easy task and not all businesses are alike. Perhaps you have a new business that you want to get off the ground or one that you’ve been working on and need guidance. If you’re interested in seeing what services I can offer you—you’re in the RIGHT place. Book your first call today… and let’s make your idea into a reality.