Physical trainer and wellness personality Alex Fine, age 25, has had many identities. He played D-I college football—a defensive back at Central Michigan. He’s been a competitive bull rider. He’s (basically) a cast member of Riverdale: He trains the cast (his twice-daily, 90-minute interval-heavy sessions are what got Archie Andrews super jacked), so on group outings he’s often mistaken for a cast member.
Like many social media savvy fitness instructors, Fine’s focus is positivity and self-dependence, but he also works todemystify the process of self-improvement, preaching that everything you mentally want is something you already have.
“I took one kinesiology class and I was like, ‘This is way too fucking hard,’” Fine says, laughing, aboard an Amtrak bound for Boston. “And I was like, no, I’m going to graduate with the easiest degree I can find, and it was entrepreneurship.” But that didn’t stop Fine from finding a lane for his own fitness career to take off.
While his first office was a humble one—the Sea Sprite Motel in Hermosa Beach, California, a 300-square-foot space he lived in with another person and a dog—he had a big advantage over his competitors: the beach. Fine knew thelocation would be a draw for clients and that if he just kept pitching people his vision, it would end up working out. After a six- or seven-month stint in Hermosa, he’d gained a loyal client base.
To Fine, all you have to do is come from a real place. “No one cares if you’re a nerd or whatever you do as long as you are who you are,” he says. “That’s the biggest key to building your brand […] It’s a false illusion that you’re just going to wake up and be great. Because at the end of the day, if I tell you something or someone else tells you something about how to be great or how to be motivated, that goes in one ear and out the other.”
In our latest #Face2FaceTime interview, ONE37pm talks to Fine about his come-up story and his approach to business. Sometimes, all a business breakthrough takes is an email from a Friend.