Alex doesn’t coach from theory. He coaches from life.

He rebuilt his life from mental health struggles and eating disorders to becoming one of the strongest competitors at the ATHX Finals in Birmingham. But the path to that stage was far from straightforward.

Alex began as an amateur boxer. He became Scottish champion and fought for Britain. Success came early, but so did the pressure The constant expectation to perform, to win, to be “enough.” Over time, this led to a breakdown of the mind, an eating disorder, and a feeling of being completely lost.

He tried every recommended treatment. He followed advice from coaches, doctors, and specialists. Some of it worked. Most of it didn’t. What finally helped was what worked for him. What he could act on, consistently, without forcing a version of himself he didn’t recognise.

Through years of trial, error, discipline, and honesty, Alex discovered the simple principles that change everything:

You don’t need fixing. You’re not broken. You’re becoming.

You need structure. Small, repeatable actions build momentum.

You need honesty. Facing yourself is uncomfortable but transformative.

You need to stop quitting on yourself. Consistency, not motivation, is the key.

He didn’t just get better in mind and body. He built a system that aligns your goals with your actions, so you can act with clarity, confidence, and authenticity every single day. That system is TrueForm.

TrueForm is more than a coaching program. It’s Alex’s story. His struggle, his discipline, and his victory turned into a practical, repeatable plan anyone can follow.

Now, he wants to help you do the same. To stop the cycle of starting over, to find your balance, to live a life aligned with your goals, your strengths, and your truth.

Alex doesn’t promise quick fixes. He promises something better: a way to become your TrueForm — the version of yourself that’s always been there, waiting to step forward.