Alex Benjamin is a certified fitness professional that has been helping others optimize and feel better with their fitness and health for four years. Alex helps bring real life experience and theoretical knowledge into application with programming and progression. Being able to program based on principles and realism has made him successful in helping people exercise pain free, lose weight and put on lean tissue.

Benjamin approached Kansas SBDC to help with developing the financial projections and funding for his business as well as devising a business plan. Benjamin connected with SBDC Advisor, Allyson Walker, who walked him through the legal requirements, start-up costs, and market potential of Good Muscle. With this support, Benjamin returned to his bank where he was approved for a loan. “Working with the SBDC was so immensely helpful. Going into this project I had a rough draft idea of what I needed to do, but I would have never gotten there without Allyson’s help. Having a road map to follow allowed me to give my project life,” Benjamin shared.

The Client was successful in securing adequate funding for his business through securing a business loan. With his background as a certified fitness professional, Alex was ready to elevate his personal training business by moving out of the local gym he was independently training in and opening his own facility. Alex defines Good Muscle as a fitness and wellness community that is all about self-love and treating your body the way it deserves. On top of continuing his full-time training schedule, Alex now finds much of his time is spent acting as a team leader for the other trainers and building the Good Muscle brand. “One word of advice I would give someone starting out is understand that starting is easy,” Alex shared, “but continuing to grow and improve and survive either in brick and mortar or online business requires reflection and self-evaluation. Don’t be afraid to jump. Don’t be afraid to switch lanes. Do not care what others think about you. And most importantly, don’t be afraid to put in the work.”

Learn more about Good Muscle by visiting their website:

The Kansas Small Business Development Center serves as the state advising resource for the small business owner. Learn more about the Kansas SBDC at