We’re excited to introduce you to the always interesting and insightful Alejandra Becerra. We hope you’ll enjoy our conversation with Alejandra below.

Alejandra, thanks for taking the time to share your stories with us today It’s always helpful to hear about times when someone’s had to take a risk – how did they think through the decision, why did they take the risk, and what ended up happening. We’d love to hear about a risk you’ve taken.

Back in 2019, I decided to take one of the biggest risks of my life—I opened Alfa Fitness. At the time, I had only $200 in my bank account, no investors, no social media following, and honestly, no solid business plan. What I did have was a bag full of dreams, a passion for fitness, and a deep desire to make a difference—especially in the Hispanic community.

Looking back, it was a leap of faith. I knew the odds were stacked against me, and to make matters even more challenging, the pandemic hit just months after I opened my doors. Many gyms were shutting down, and I had to figure out how to survive without resources, while still keeping people motivated and connected.

What carried me through was my commitment. I doubled down on creativity, leaned into community building, and made sure that every single person who walked into Alfa Fitness felt supported and seen.

Today, Alfa Fitness isn’t just a gym—it’s a community hub where people come for fitness, but stay because they feel like family. That risk taught me that sometimes passion and perseverance are more powerful than a perfect plan. And I wouldn’t trade that lesson for anything.

Alejandra, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

got into the fitness industry because fitness completely changed my own life, and I wanted to create that same opportunity for others. In 2019, I opened Alfa Fitness with just $200 in my bank account and a dream of making a real difference in my community — especially in the Hispanic community, where access to inclusive, supportive fitness spaces wasn’t always easy to find.

At Alfa Fitness, we offer more than just gym memberships. We provide personalized training programs, nutrition guidance, group challenges, and even our own supplement line, Alfa Elite Nutrition. Our goal is to make fitness simple, approachable, and sustainable — not intimidating. We focus on helping people transform their lifestyle, not just their body, with support from expert coaches and a community that feels like family. REAL FAMILY!

What sets us apart is our culture. We completely destroyed the “gym-timidation” and we made it an all inclusive and diverse environment, where we don’t look at fitness levels, expertise, background or anything else, we simply gather with a common goal, be better than we were yesterday. We make sure everyone feels welcome — whether you’re brand new to fitness or an experienced athlete. Our bilingual coaches, our focus on community events, and our passion for building connections make Alfa Fitness more than a gym; it’s a movement.

I’m most proud of the community we’ve built. Seeing people not only hit their physical goals but also gain confidence, find friendships, and change their lives is the most rewarding part of what I do. If there’s one thing I’d want potential clients or followers to know, it’s that at Alfa Fitness, you’re not just another member — you’re part of a family that believes in you, supports you, and celebrates your journey every step of the way.

Can you share a story from your journey that illustrates your resilience?

My journey in fitness started in high school. Sports were my passion, and fitness quickly became part of my identity. But in 2000, everything changed. I suffered a devastating injury to my left knee — every ligament was torn apart. Surgery followed, and the road back was long, painful, and uncertain.

At that moment, I could have given up. Many would have. Instead, I made myself a promise: I would never let that knee — or any setback — keep me weak. For the next two decades, from 2000 to 2024, I trained with purpose. Every workout was about more than strength or speed. It was about resilience. It was about proving to myself that no injury could define me.

Then in 2025, life tested me again. This time, it was my right knee. Another catastrophic injury, another surgery, another chance to give in. But I knew the mindset I needed. I attacked my rehab with discipline and focus. Three months later, I was back in the gym, moving like nothing had happened.

Those injuries taught me one of the most important lessons of my life: you will fall, but you cannot stay down. Setbacks are guaranteed, but staying down is a choice.

That same mentality is what I’ve carried into business. When I started Alfa Fitness in 2019, I had only $200 to my name. No backup plan. No investors. No big following. Just a dream and a bag full of determination. It was one of the biggest risks I had ever taken — and then, months later, the pandemic hit.

The odds weren’t in my favor, but just like in rehab, I focused on what I could control. I built programs that kept people moving, created a space where everyone felt welcome, and worked relentlessly to serve my community — especially the Hispanic community, where I wanted to make a real difference.

Running a business, I realized, is a lot like recovering from an injury. There are setbacks, there’s pain, there are times you want to quit. But if you stay consistent, disciplined, and patient, you can come back stronger than ever.

Today, Alfa Fitness isn’t just a gym. It’s a community hub where people not only transform their bodies, but also their confidence, their health, and their lives. That’s what I’m most proud of — not just the physical results, but the resilience, strength, and belonging people find here.

Through injuries and recoveries, through setbacks and growth, I’ve learned this truth: the most important muscle you’ll ever train is your mindset. Because whether it’s in fitness, business, or life, falling down is inevitable. But staying down is never an option.

Have you ever had to pivot?

I opened Alfa in 2019 and at the time I was already a well known sports anchor in San Antonio. For 3 years I was fitness instructor by day, sports anchor by night…talk about long days.. but when my contract in Telemundo ended I made the decision to step down from the TV world completely to fully focus on my business and that pivotal moment was exactly what needed to be done for my business to thrive and scale to the level I always wanted to. It was the scariest thing ever, probably worst than opening for the first time because now….I had NO supplemental income, no back up and no consistent paycheck to pay Alfa (in case it needed) or my bills for that matter… but I stayed strong in my faith and my passion and thankfully the curve I saw was only going up! Here we are almost 7 years later, survived a pandemic, multiple ups and downs, business heart breaks but standing strong like a texas oak!

Contact Info:

• Website: https://www.alfafitstudio.com
• Instagram: @alfafitstudio
• Facebook: @alfafitstudio
• Other: tiktok: alfafitness