Alex de Fina is the Founder & CEO of both Bikini Fit Asia, and Pherform Hong Kong.
After a successful career as an elite trainer in Australia - Alex set his sights on developing niche concepts in the expanding asian marketplace.
His success comes from a relentless pursuit of uncompromising customer service and commitment to creating new gateway concepts for women to enter previously male-dominated fitness arenas.
Alex's quest is to continue encouraging more women into strength training and taking control of their health. His belief is that through exercise we can build fortitude, resilience and a passion to help those less fortunate. He intends on expanding both brands regionally within the next 18 months.
Made in Hong Kong Week: The Business of Health
Join General Assembly, for an interactive conversation and FREE YOGA with of panel of experts in the healthcare, nutrition, & fitness industry in Hong Kong.