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Alex Racey founded First Principles Performance, LLC (FPP) in 2018.  FPP Coaching is centered around helping individuals and teams improve their performance by focusing on better basics in these 4 primary domains: Eat, Sleep, Move, Think.

Alex served 25 years on active duty in the US Army and deployed to Iraq and Afghanistan 13 times to fight the War on Terror.  In 2013, Alex was selected to be his Unit’s first Director of Preservation of the Force and Family (POTFF), POTFF is a peak performance and resiliency program.  Alex and his team created solutions designed to improve all aspects of the warrior and their family’s human performance: physical, mental, spiritual and social.  He retired as a Sergeant Major in October 2016.

After 21 years at Ft. Bragg, NC, Alex and his family headed west to Colorado to take on their next adventure, this included Alex taking an executive position at a Fortune 500 company.  It was in this new environment that Alex realized that busy civilians had a similar “POTFF” need just like the quiet professionals, and their families, that he had served in the Special Operations Command, FPP Coaching was born.  Alex left Corporate America in 2021 to coach full time.


Alex and Carly married in 1998, they currently try to keep up with their 4 kids, 3 dogs and 3 cats in Castle Rock, CO.

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