664. How Felicia Alexander Left Corporate America to Build Her Dream Gym – with Felicia Alexander


Felicia Alexander is the cofounder of BoxUnion, a boxing fitness studio sparked by her dream of empowering communities and helping others discover their greatness. In 2020, her business went digital in order to adapt to what was happening in the world, taking her reach from California to global. We talk about pivoting, opening a business, and leaving behind the life you thought you were going to lead. It’s an awesome, inspiring conversation that you’re going to get a ton of value from.


Question Highlights:

  • Where did your love for boxing come from?
  • What did it look like when you were getting BoxUnion started?
  • What was an eye-opening lesson you’ve had since starting this business?
  • What did your business look like when COVID hit?
  • What does it feel like when the future is so unknown right now?
  • What does perseverance mean to you and how do you bring it into your life?


Guest Bio:

Felicia’s love of community and fitness started at a young age. While her grandfather was an amateur boxer, it wasn’t until after the sudden death of her father when she was only 16, Felicia discovered her love of boxing.

A graduate of Stanford University and the UCLA Anderson School of Business, Felicia went on to have a successful career as a Sales & Marketing executive for companies including Sun Microsystems, Sony, Mattel, and Leaf Group, all the while recruiting friends and members of her team to come together through fitness.

In 2016, she decided to leave corporate America to chase her childhood dream of empowering the community through boxing and helping others discover their true greatness through fitness— no matter their age or ability. Together with her business partner, Todd Wadler, Alexander launched BoxUnion in Santa Monica, CA in April of 2017. After the success of the first studio, BoxUnion opened a second location in West Hollywood, CA in January of 2019. In April of 2020 BoxUnion Digital launched allowing consumers all over the world to stay healthy, de-stress, and build their mental strength from anywhere at any time.