Alexandra Laws

High Performance Coach

for Athletes and Executives,

Speaker and Educator

Pioneering new ways for HR

New landscape for Corporate Human Performance

June 14, 20234 min read

You will never change your life until you change something you do daily. The secret of your success is found in your daily routine. - - John C Maxwell

I was having a conversation with someone today and he said “that is a really interesting journey you have witnessed you should tell that story”, so here is that story.


For those who don't know me, I have been in the human performance space since my early teens. I have lived and breathed it for decades now. I love every aspect of it, the science, the old age ancestral wisdom, the experiences, the learnings, the results, the discomfort and the human growth!


I've seen a lot over the years and would say I have developed a lens to see where improvements can be made to optimise performance outputs.


Back in the 90s I was on the WTA (Women's Tennis Association) tour in the era where Steffi Graff and Martina Navratrilova where belting it out for the #1 singles ranking.


I had just come off my own professional triathlon career and was helping a few tennis players with their fitness. I remember clearly walking down the hall of the Australian Open and Steffi was walking towards me and I was amazed at how ripped she was. She didnt look like the typical female tennis player. In those days women rarely touched weights for strength training as it was considered only for the men. Steffi and Matina started the movement for women in tennis to start training in the gym. Within the next 5 years only the top 10 players could afford to have someone on the road with them to guide them with their off court fitness.

I was then travelling with Ai Sugiyama for 6 years whom I assisted to her #8 in singles and #1 in doubles rankings. We had to travel with all the equipment we needed to keep her fit and healthy. The gyms were not fitted out with the latest equipment and were super small.


Nowadays all players in the top 100 are working with a conditioning specialist and the tournament sites are now equipped with all the latest equipment as it is now an essential part of keeping match fit and keeping their human operating system in peak form.


The other observation I was a part of was with the Action Sports industry in the 90’s to early 2000. These are your BMX, Skateboarding and Motocross athletes. I worked with most of the top athletes over a 20 year span. At the start it was taboo for these athletes to participate in anything but their sport. Their sports were more of a culture and you didn't mess with that. So when I started working with some of the worlds best I was sworn to secrecy not to discuss what we were doing to any media. 

Over time as more and more sought out my services word got out and it slowly became accepted. I then had rock stars, billionaires and other high performers contacting me stating they wanted to function like an elite athlete.

Skateboarding and BMX are now an Olympic sport and they are treated like and train like high performance athletes.


So you're probably asking why this would be of interest to you? Well I'm now getting the same excitement and visceral feeling I had back then for the opportunity that now lies within the Corporate sector and the opportunities to implement Human Performance programs. Most of you are experiencing what these 2 groups also experienced in the early days, which was we know we need to do something to improve but we don't know what. Change is hard but "its the only constant we have". Starting at a foundational level of what the human body needs is

quality sleep and optimal recovery

From here you have a strong base on which to build other performance protocols. If you do not take care of the foundation then your creating the leaning tower of Pisa. We need to know how to increase our human performance so we can keep up in this crazy, busy high tech, neural overload world!

As you pioneer new ways of wellbeing in your organisation make sure the message comes from a place of care, a safe environment and place where you can all evolve and grow together.

Each organisation I work with has their unique signature to wellbeing which is really important. We have spent time discussing how this looks, operates and feels across the organaisation. So if you are not sure please book in a discovery call with me so I can help you map this out.



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