I have been in powerlifting game for over a decade, from competing for my country to leading others from beginner to international elite.

Every day I get to work with driven, passionate and inspiring people, I have seen the same lifts 10’s of thousands of time and I can’t imagine I will tire of it any time soon.

The Aim: Athlete First.

My ethos will forever be the pursuit of the best possible athlete experience.

No matter the level, experience or aim of the person, that every variable gets considered, that everyone gets equal time and value and that I will also pursue the betterment of my knowledge, experience and ability to provide the best possible service.

This is why DBD was made, though I absolutely still see myself as an athlete, I am a coach first in every manner and in everything I deliver.

My name is Alice, I am one of the coaches in Dedicated by Design. And I truly think it’s the best job in the world!

As your powerlifting coach I will guide you in your strength training, comp prep and/or off season! I pride myself in my response times, specific programming, constructive feedback and understanding towards my athletes needs.

I love this sport because it proves that we can do hard things, that we can push past our preconceived expectations and our goals can be limitless!

Anyone can be an athlete, so long as you treat yourself as one.

I’ve been in the strength industry for over half a decade and I don’t intend to stop anytime soon. Why? Because I fully believe powerlifting is an opportunity to create a lifestyle that can be cultivated and nurtured to create the best version of an individual. I want to be the guidepost that helps support this journey.

A quote I find myself mentioning time & time again

‘AN ATHLETE ISN’T DEFINED BY STEPPING ONTO A PLATFORM, BUT THE COMMITMENT AND RESOLVE THEY PUT INTO BETTERING THEMSELVES EVERY DAY.’

Here at DBD, we pride ourselves on the “athlete first” experience. To give equal opportunity to EVERY athlete we coach, to dedicated our time, knowledge & experience to provide the best possible experience.

I’ve spent the last 7 years coaching athletes from first-time competitors to national-level lifters, with one core focus: raising the standard.

As both a competitive powerlifter and full-time coach, I understand that performance is built on systems, structure, accountability and precision.

Beyond coaching alone, I’ve designed and developed much of the performance infrastructure used within DBD, from athlete tracking systems to programming frameworks and data dashboards ensuring that every decision is informed, intentional and measurable.

My approach blends data-driven programming with a focus on technical execution and athlete autonomy. Performance is guided by objective feedback but developed through understanding. Athletes aren’t just told what to do, they’re given the space to learn, refine and take ownership of their development. Every variable is considered. Every phase has intent. Every rep is an opportunity to improve.

The aim is simple:
Build resilient, capable, high-performing athletes — by design.

I have been involved in powerlifting for over 8 years as a competitive athlete competing Internationally for GB. I would like to use my knowledge and experience in the sport to help guide and motivate others into Powerlifting at any level.

I am a qualified level 1 GB coach and a qualified BP referee. I am eager to keep developing the scope of my skills as coach who strives for an athlete first approach.

I have been powerlifting since 2018, but have been around strength training since 2014 as an athlete. I obtained my Bachelor's of Science in Kinesiology in 2022 while also being a personal trainer working with a multitude of individuals.

I started coaching with the purpose of meeting athletes where they are in their powerlifting journey, and then helping them get to places that they thought they couldn't get to.

To be part of something that upholds these standards, lives by these principles, and embodies this ethos is truly an honor. I cannot wait to see how DBD continues to grow over time, and I’m excited to give my all in helping it along the way. This is so much more than just powerlifting — it’s about who we become in the pursuit of our dreams.