Adopted Twin Who Built Discipline Into Everything

Building Strength, Discipline, and a Life of Purpose | Alex John Courtney – Twice As Fit Squared

Alex John Courtney, founder of Twice As Fit Squared in Lake Forest, Illinois, joins The Ill Noise Business Playbook to talk about discipline, strength, and building a life of purpose through fitness and mindset.

What does it really mean to build strength?

For Alex, strength goes far beyond the gym. It’s about discipline, resilience, identity, and the willingness to confront the deeper stories that shape who we become.

Alex shares the story behind the name Twice As Fit Squared, his philosophy on physical and mental discipline, and how fitness can become a vehicle for rebuilding your life.

But the conversation goes deeper.

Alex opens up about his background, his journey of discovery as an adopted twin, and how confronting personal truth helped shape the leader and coach he is today.

This conversation explores:

• finding strength through discipline

• building a healthier relationship with your body

• embracing the deeper stories that shape us

• using fitness as a foundation for life transformation

At Twice As Fit Squared, the mission isn’t just about workouts.

It’s about helping people rediscover what they are capable of — physically, mentally, and emotionally.

Sponsor

This episode of The Ill Noise Business Playbook is proudly brought to you by Laurie Urbancik of No Sugar Momma.

Laurie creates thoughtfully crafted sugar-free treats made with natural ingredients, helping people enjoy sweets while supporting a healthier lifestyle. Learn more about No Sugar Momma: https://nosugarmomma.us/

Community Connection

At 14:30 Alex gives a shoutout to Laurie Urbancik, founder of No Sugar Momma.

Laurie is also a guest on The Ill Noise Business Playbook.

About Our Guest

Alex John Courtney is the founder of Twice As Fit Squared, a personal training and fitness coaching platform dedicated to helping individuals build sustainable strength, health, and discipline. Through his coaching philosophy, Alex empowers people to take ownership of their physical well-being while developing the mindset needed to create lasting change.

Learn more about Twice As Fit Squared: https://www.twiceasfitsquared.com/ info@twiceasfitsquared.com 1361 N. Western Ave Lake Forest, IL 60045 847-416-8781

About The Ill Noise Business Playbook

The Ill Noise Business Playbook highlights the entrepreneurs, builders, and community leaders shaping the future of local business. Each week we sit down with founders and business owners to uncover the stories, lessons, and purpose behind their work.

Our mission is simple: Tell the stories of people building stronger communities. New full episodes premiere every Tuesday at 4 PM.

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