The Experts
OUR TEAM
Every coach at Apex has worked inside elite sport programmes. They chose to work here because they believe the same methods that develop world-class athletes belong in the hands of every serious competitor.
Dr. James Cole
Head of Biomechanics
Before joining Apex, James spent eight years embedded with British Athletics and served as lead biomechanist across the 2016 and 2020 Olympic cycles. He holds patents on two gait-analysis algorithms now used by six national federations, and his published work on ground contact asymmetry has over 1,400 citations. Athletes who have worked with him consistently report their first genuine understanding of what their body is actually doing under load.
Dr. Sofia Reyes
Head of Performance Nutrition
Sofia completed her doctorate at the Australian Institute of Sport, where her research on altitude-induced iron depletion in endurance athletes was adopted as standard screening protocol by World Athletics. She spent four years as senior nutritionist for a UFC promotion before coming to Apex, having built weight-cut and recovery-nutrition programmes for three world champions. Her approach is empirical, individualised, and built around blood data — not generic macros.
Marcus Webb
Head of Mental Performance
Marcus spent six seasons on NFL sidelines as a contracted mental skills coach before transitioning to individual athlete work. He studied under Carol Dweck at Stanford and developed a pressure-inoculation framework now used by 22 professional athletes across five sports. He is not interested in meditation apps or generic mindset content — his work is identity-architecture: building the psychological infrastructure that makes elite performance structurally inevitable.