This study aimed to investigate the impact of MATH-CUPS, an innovative teaching strategy focusing on conceptual understanding and procedural skills, on the academic performance of Grade 10 STE students in Introduction to Calculus. MATH-CUPS aims to foster a holistic approach to learning mathematics, ultimately achieving mathematical fluency among students. A mixed methods approach with a sequential explanatory design was utilized in this research. The findings revealed a significant difference in the academic performance of the students in Introduction to Calculus before and after implementing MATH-CUPS. The respondents strongly agreed that addressing conceptual understanding and procedural skills through this approach positively influenced their academic performance and mathematical fluency. The derived MATH-CUPS framework from the responses demonstrated its potential to promote authentic learning, optimize critical thinking, enhance problem-solving abilities, personalize learning experiences, foster a positive attitude towards learning, and cultivate real-world relevance among students. This framework reflects the diverse benefits of the strategy, which extends beyond traditional teaching methods to address various aspects of students learning and development.