Alex Jade is a classic example of what happens when you judge a book by its cover. A quick scroll through her popular Instagram feed - @bikinifitclub - and it’s easy to make the assumption that the Newport Beach, California native is just another attractive millennial living in - and working out in - the California sunshine. 

While it’s true that Alex is a SoCal beach babe at heart - she’ll even admit it - she’s more than just another pretty face on social media. Alex grew up participating in endurance sports; swimming and running. She lettered in track, cross-country, and swimming in high school and participated in several triathlons.  In her Junior year of high school, Alex won the Pacific Coast Triathlon. 

After a photo shoot for Seventeen magazine, she talked about her amazing experience with her dad. Bikini Fit Club was born. Alex wanted to create a California surfer girl brand centered on fitness, wellness, beauty, and female empowerment. 

Alex is now a certified personal trainer and nutrition coach and HIIT instructor. 

In this interview, Alex discusses her life growing up as a two-sport athlete, her willingness to try new things, finding inspiration and motivation in her DMs, being comfortable with your body, and getting comfortable with doing the uncomfortable.