Alex Novicov

Alex Novicov is an endurance running coach, certified PT and nutritionist, and motivational keynote speaker. As the former CEO of a brand purpose marketing agency, Alex has rediscovered himself first as a brand consultant, and now as a leading figure in health and fitness. Passionate about helping athletes create purpose and achieve meaningful goals, Alex's training plans allow people to find clarity, conviction and commitment in endurance sport. 

Beginning his career in sales and marketing in 2004, Alex soon became the Founder and CEO of Way Boutique Agency, an agency built on championing purpose-driven brands to make the world a better place. However, after 14 years, he realised he was wasting his own potential by not being his true self. Alex fired himself, shut the agency down, and rebuilt himself as a brand consultant to create brand stories for fitness and adventure business owners that people really believe in. At the same time, he continued building up his ultra-trail running, going full-time into endurance running coaching. Alex has completed an array of ultra-distance races, such as the Dragon's Back Race, a 380km run with 16,500m of elevation, the UMTB Chamonix 100 Miler, multiple Ironman triathlons, and the UTVV Centurion Slovenia. Alex is committed to helping individuals over the age of 35+ finish ultra-distance races strong, rather than destroyed, using his proven frameworks, dedicated endurance philosophy, and expert nutrition advice. 

Having made a huge impact across the business industry, Alex has previously worked with high-profile brands like Eurovision, Holland & Barrett, Pizza Express, European University Cyprus, Central Hotel London, UN1T, Ultra Challenge, St Raphael Hotel & Resort and others. In 2021, Alex published 'Not Another Pair of Shoes – Building Your Brand's Story & Purpose'. With enthusiasm, passion, and a drive to help athletes reach their ultra-goals, Alex shares his insights in his newsletter 'Strong, Not Destroyed', offering readers tips and tricks to completing their endurance challenges. 

Alex has previously spoken at the University of Greenwich in London, HIS in Amsterdam, HOW in Croatia, the Digital Marketing Forum by IMH in Cyprus and alongside AKON at the AIBC Conference in Dubai. Having spoken all over the world, Alex is now committed to guiding ambitious men in their endurance running journeys and sharing the secret to training hard, ensuring they finish their ultra-races stronger than they believed.