Written by Jon Stojan
For Alex Verdugo, Founder and CEO of Extreme Fitness, success has never been limited to physical transformation. For him, fitness is a vehicle for something deeper: discipline, mindset, and personal elevation. That philosophy was powerfully reinforced when he attended the Ryan Garcia fight alongside world champion boxer David Benavidez, an experience that left a lasting imprint on him both personally and professionally.
“It was truly an incredible experience,” Verdugo says. “Being there with David made it even more meaningful. For someone of his celebrity status, he’s one of the most genuine and generous individuals I’ve ever met. There’s often a stigma around high-profile figures, that they’re unapproachable or difficult, but David completely defies that narrative. He’s grounded, kind, and treated me with the utmost respect from start to finish.”
Verdugo has worked in strength and conditioning for fighters and has spent time in boxing venues before, he describes this particular night as operating at a completely different magnitude. The energy inside the arena was electric, charged with adrenaline and anticipation. “The atmosphere was surreal,” he explains. “I’ve been in fight venues before, but this was different. Walking out of that arena, you could still feel the rush. It wasn’t just a sporting event. It was an unforgettable experience in every sense.” The scale, the stakes, and the intensity mirrored something he deeply understands: high performance under pressure.
Interestingly, Verdugo sees a direct parallel between that mega fight night and a typical day inside Extreme Fitness. To him, both spaces are fueled by the same current of focus and intensity. “Honestly, it’s very similar,” he says. “The intensity, the focus, the adrenaline, it’s all there. At Extreme Fitness, we’ve got the music going, everyone locked in on their goals, feeding off each other’s drive. There’s a real sense of momentum in the room.” He believes peak environments create peak individuals. “A mega fight night is high energy and high stakes. People are operating at their peak. In many ways, the fight arena and our gym go hand in hand. It’s about performance, presence and pushing yourself to another level.”
Rather than radically shifting his business vision, the experience strengthened his conviction that he is building something aligned with championship standards. “My energy and drive are always high, but experiences like that reinforce that I’m on the right path,” Verdugo explains. “They remind you that even on the days that feel impossible, you have to stay consistent and trust the process.” Extreme Fitness serves athletes, bodybuilders, and performance-driven individuals who expect more from themselves, and being around elite preparation only validated the culture he is cultivating. “Moments like that don’t just inspire you,” he adds. “They validate the work you’re putting in and push you to keep elevating.”
Verdugo will also be in attendance for Benavidez’s upcoming Cinco de Mayo weekend fight, and this time the anticipation carries deeper emotional weight. “I’ll absolutely be there,” he says. “Getting to know David on a personal level has made it even more meaningful. When you see firsthand how he operates, his discipline, his focus, his work ethic, you develop a completely different appreciation for what he does in the ring.” What resonates most is the discipline behind the spotlight. During the Ryan Garcia weekend, while others celebrated deep into the night, Benavidez remained composed and committed. “He showed up, supported the moment, and then went home. No distractions. No alcohol. No detours from his routine. That level of self-control says everything about his mindset.”
Beyond boxing, Verdugo admires something even more foundational: character. “He’s not just a fighter. He’s a family man,” he says. “Despite his demanding career, he prioritizes his wife and child. He brings his family and team along for the journey. I respect that deeply. I’m the same way with my son. For me, it’s family first, then work.” That alignment between ambition and values reinforces Verdugo’s own leadership philosophy, one rooted not just in growth, but in integrity.
In many ways, he believes fighters and entrepreneurs are cut from the same cloth. “Every fighter is an entrepreneur,” he explains. “They’re building their name, their brand, and their future by constantly pushing their limits. That mindset translates directly to business.” He encourages business leaders to approach their goals like a fighter approaches training camp, with clarity, urgency, and unwavering commitment. “There’s a clear objective, a defined timeline and a commitment to doing whatever it takes to be ready when the moment comes. You go all in. You eliminate distractions. You stay focused on the outcome.” And when adversity strikes, the lesson remains consistent. “Just like in the ring, you might get knocked down. Resilience is about getting back up, adjusting and continuing forward. That discipline and refusal to quit is what separates those who succeed from those who don’t.”
For Verdugo, being present at elite sporting moments is not about proximity to fame. It reflects the culture he is intentionally building at Extreme Fitness. “The moment you walk into Extreme Fitness, you feel the energy,” he says. “It’s focused, motivating and intentional. Whether you’re stepping into a gym, a boardroom or a ring, you have to show up locked in.” That standard of presence and purpose defines the brand.
As he continues expanding his vision, the legacy he hopes to create extends far beyond equipment and square footage. “The legacy I want to build is one where people seek us out because they know what we stand for,” Verdugo says. “The energy is top tier. The equipment is top tier. But most importantly, the mindset you develop here is top tier.” While growth and additional locations are part of the long-term strategy, transformation remains the true metric of success. “If we can change even one life, help someone reclaim their health, rebuild their confidence or begin their fitness journey, that’s meaningful to me. Success in business is important, but creating a culture that genuinely improves lives is the legacy I’m after.” In both boxing and business, Verdugo sees the same blueprint for greatness: discipline, resilience, family values, and an uncompromising commitment to excellence. Whether ringside at a championship fight or walking the floor of Extreme Fitness, he operates by one standard. Show up ready. Stay focused. Elevate everything.
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