Alex’s story begins not with glory, but with grit.

As a young boy, he struggled with his weight and self-worth. At just 12 years old, he tipped the scales at 114kg. Bullied, depressed, and disconnected, he decided enough was enough.

So, he began walking laps around the local soccer field.

No fitness plan. No coach. Just a deep desire to change.

This slow and steady action laid the foundation for an incredible transformation. By 16, Alex was lifting weights, building confidence, and developing the drive that would carry him into elite sport.

“The fighter in me said, ‘If I do this and get this result… what happens if I keep doing this?’ That was the formula for life.”

He never played rugby league before finishing school—yet within 18 months of trying out for an under-19 squad, he had earned a contract with the Penrith Panthers.

Dedication, consistency, and belief became his rocket fuel.

Alex’s professional career, like many in elite sport, was cut short by injury.

But he wasn’t done with fitness.

Armed with a PT certification he earned at 17, Alex decided to open his first gym—CrossFit Wellbeing in Belrose—in 2011. He also co-founded CrossFit North Head shortly after.

Why?

1. To fill the void left by his sporting career
2. To share the transformational power of health with others

He loved training. Loved helping people. And he believed his passion would be enough.

Spoiler alert—it wasn’t.

Alex quickly learned that running a gym wasn’t the same as building a business.

He didn’t market.
He didn’t build systems.
He didn’t know how to scale.

He was great on the gym floor—but had no idea how to create a business that worked without him.

“Business, like a marriage or fatherhood, holds up a mirror. And what I saw wasn’t pretty.”

Despite his best intentions, Alex found himself burnt out, broke, and barely breaking even.

And the biggest blow? Realizing it wasn’t about him—it was about who he could serve.

Opening a second gym brought new problems. More people. More pressure. More complexity.

But without systems or leadership, things began to unravel.

Alex couldn’t delegate. He couldn’t retain team members. And he couldn’t create a culture that scaled.

“I was still running the business like a lifestyle job. Not as a leader. Not as a CEO.”

Eventually, the cracks widened—and he pulled out of North Head in 2014.

The turning point came in 2016.

Alex was now a father. A husband. Still trying to be an elite athlete. Still chasing business success.

He was juggling everything—and it all came crashing down.

A personal crisis—an emotional affair with a staff member—shattered his marriage and forced him to face his deepest truths.

“I thought I was a good man. But I was failing as a husband, father, and leader.”

From the ashes of that collapse came reflection, humility, and a commitment to rebuild—starting with himself.

During that dark period, Alex began asking a new question:

“If I’m struggling this much as a father… how many other men are too?”

That insight sparked the birth of Real Dad Movement—an online coaching platform focused on helping fathers navigate family, fitness, and leadership.

What started as a side hustle quickly evolved into a calling.

And it was all tested through a hybrid business model—one of the first of its kind in Australia.

Alex’s innovation? Combining in-person training with online accountability.

It worked brilliantly.

His clients loved the flexibility. The accessibility. And the connection.

“We had around-the-clock online support—but also a physical space where they could connect. It was powerful.”

That hybrid model didn’t just work—it became the foundation for what would eventually become High Performance Father.

In 2019, Alex made a bold decision: go all in.

He sold the gym. Rented a tiny $140/week office. And committed full-time to growing HPF.

That move scared him. But it also freed him.

“As soon as I let go, we grew exponentially. You’ve got to stop clinging to what’s safe if you want to create something legendary.”

Going online wasn’t the easy road.

Alex had to:

• Rebuild systems from scratch
• Learn Facebook ads and lead generation
• Manage tech, operations, and sales
• Hire and fire until he found A-players

Every step required reinvention—and relentless personal growth.

By 2022, HPF had hit seven figures.

But as Alex puts it: “It was like starting from scratch again.”

More clients meant more complexity. More team meant more leadership.

That’s when he discovered the secret to true scale:

“Systems drive accountability. Not people. But people uphold the systems.”

Between 2021 and 2023, HPF almost collapsed multiple times.

• COVID aftermath
• Market instability
• Leadership breakdowns
• Health issues that left Alex physically collapsing in the shower

But through it all, he kept showing up. Kept refining. Kept pushing.

And it paid off.

Alex’s clarity is one of HPF’s superpowers.

He knows exactly who he serves—fathers. Not just men. Not just parents. Fathers.

And he knows exactly what he stands for: Family. Self. Service.

“If you try to help everyone, you dilute your power. When you help one person deeply, you create real change.”

Here are some of Alex’s most powerful lessons:

• Systems drive accountability—don’t rely on people alone
• You get what you tolerate—raise your standards
• Go all in, stay all in—and let the results catch up
• Time is finite—use it wisely

💬 From his father:
“You can do anything you want in this world if you put your mind to it.”

💬 From Alex himself:
“The greatest value in life isn’t what you get—it’s who you become.”

Today, High Performance Father is a global movement.

Thousands of men have been transformed. Marriages saved. Families restored.

And Alex is just getting started.

“You don’t know how much sand is left in your bag. So stop wasting time—and start building something that matters.”