ALEX CROCKFORD ON BUILDING A FITNESS BRAND AND TRAINING AT HOME
Alex Crockford is one of the UK’s leading fitness coaches, with a global audience of over 1 million followers. From personal training to launching his own fitness app, he has built a platform focused on sustainable training, consistency and results-driven programming.
In this interview, Alex discusses his journey, the rise of at-home workouts, and how fitness routines are evolving to fit modern lifestyles.
When did you first become interested in fitness, and how has your fitness journey evolved?
I first became interested in fitness at an early age, although back then it was mostly sports. At around 16 years old is when I started to go to the gym and lift weights. I always wanted to get the body like one of those fitness guys in magazines! Over the years, I have experimented with all types of fitness, from bodybuilding photo shoots to half iron man triathlons to 24 hour challenges... It’s certainly given me a lot of experience!
What has that shift been like from private training into your app?
The shift was exciting, risky, but aligned to my purpose. It became clear to me when I was a full-time PT that what I really wanted was to help millions of people, instead of just the one person in front of me. So, I took my time over a couple of years, slowly reducing my PT hours whilst I built my online business up, until I could take the final leap. I’m so grateful for those early days on social media and the community that supported me so I could, in turn, support them.
How has your training evolved over the years?
My earlier training days were all about the gym — heavy weight lifting and bodybuilding splits. But as time went on, I began helping more and more people working out at home, and I started to fall in love with bodyweight training. It gave me a sense of freedom that I didn't need the gym to have a great workout. I now go long stretches of time away from the gym, only using bodyweight, dumbbell, bands, and kettlebell training with great results.
How does Fittle Box fit into your life and workouts?
Well, firstly, I had equipment everywhere at home and Fittle box is a lovely piece of furniture that keeps it all nicely hidden away, which makes my wife very happy — ha! But most of all I love that, even when I intend to go to the gym and I run out of time or I need to stay home, I can adapt everything easily and have an awesome workout with the equipment in my Fittle Box.
About Fittle
Fittle creates beautifully designed, space-conscious strength training systems that integrate into real homes. Every Fittle Box includes two sets of dumbbells — built for shared training, long-term use, and consistency without compromise.
