Fitness & Nutrition Coaching
You've tried before. You know what to do - kind of. But something keeps getting in the way. I help real people build the habits, knowledge, and systems to make progress that actually lasts.
The problem
The fitness industry profits from your confusion. Too restrictive to sustain. Too complicated to follow. Too disconnected from your actual life. You end up blaming yourself when the real problem is the approach.
There's a better way - and it doesn't require you to overhaul your personality or give up the things you love.
"You have quite literally, and without exaggeration, saved my life. You can't put a price tag on that."— Eric, 1:1 Coaching Client
How we work together
Group Program
A fitness, nutrition, and habit coaching program built around your real life. Updated training cycles every 6 weeks, community support, and an AI coaching assistant that actually knows your progress.
From $29 / month
Learn morePrivate Coaching
Three months of fully personalized coaching - your nutrition, your training, your schedule. For people who want a completely custom approach with direct access to Alex.
From $250 / month
Learn moreYour guide
I've been a certified trainer and nutritionist for over five years. In that time I've worked with more than 3,000 people - and the ones who succeed aren't the most disciplined. They're the ones who found an approach that actually fits their life.
I built my programs around that idea. No crash diets. No unsustainable extremes. Just evidence-based nutrition, progressive training, and habit systems that make consistency feel possible - even when life gets in the way.
I'm also a dad to a toddler, so I know exactly what it means to be short on time and high on responsibility. I get it - and I build for it.
How it works
Pick the program that fits your life - group coaching, private 1:1, or the Forward Forever course. Not sure? The Change Project is where most people start.
Your training and nutrition is set up around your goals, schedule, and equipment. You'll know exactly what to do - and why you're doing it.
Check in regularly, adjust as life changes, and stack small wins into real results. This isn't a 30-day fix. It's a system you keep.
Ready to stop starting over?
Get started todayThe Podcast
Most fitness content is noise. This podcast is an attempt to cut through it - evidence-based, practical, and built for real people who just want clear answers.
Listen on
New episodes drop regularly. Subscribe so you never miss one.
From the blog
Nutrition
How Much Protein Do You Actually Need?The answer depends on your goals, but most people are overthinking it. Here's a simple framework that actually works in real life.
Training
Why Progressive Overload Is the Only Thing That MattersIf you're not tracking your lifts, you're probably spinning your wheels. This one principle separates people who get results from people who stay stuck.
Habits
The Real Reason You Can't Stay ConsistentIt's not motivation, it's not willpower, and it's not your schedule. The answer is simpler than you think — and easier to fix.
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