With over 20 years of strength training experience and 13 years competing in powerlifting, Alex became Australia's #1 lifter all-time in the under-90kg division, reaching as high as #7 worldwide. Since starting coaching and personal training in 2014—including as head powerlifting coach at PTC South Melbourne from 2015-2020—Alex founded Deken Strong and has coached over 200 people to competition, including 15 state champions, 8 national champions, and a world champion. He has also taught over 150 beginners the basics of the powerlifts through an 8-week Fundamentals program. Alex is passionate about using powerlifting as a tool to help people find growth, community, belonging, and a stronger sense of purpose in their lives. Alex is currently available for both in-person and online coaching.

After 5 years of competitve powerlifting, Emma levelled up her love for strength training from hobby to profession by completing her Certificate III and IV in personal training, and joining the Deken Strong team as a powerlifting and strength coach. Emma also has her Diploma of Nutrition and is passionate about providing nutrition support, and helping her clients understand and improve their nutrition, from everyday health and wellbeing to improving performance on the platform. Emma is particularly passionate about working with beginners and those interested in strength training and powerlifting but unsure of where to begin. Emma is currently available for online coaching only.