Are you thinking about making a business from your bodybuilding or fitness career? Maybe you've had enough of the competition scene but still want to rock it in the industry. If so, you're in luck - my friend Ali Lewis has some epic advice and insights for you!
Alison Lewis is the CEO of Flextraordinary Productions and co-owner of the Dragons Lair Gym. Ali has always been passionate about fitness, obtaining Pro status in 2010 by winning the NPC USA Championship. As a registered dietitian, Ali has always had an entrepreneurial mindset and launched a pregnancy subscription company in 2015 after having her first child. With a business degree from the University of Florida, Ali put her two passions together, and alongside her husband, Flex Lewis, they have developed their own brand from the bottom up and continue to expand their entrepreneurial endeavors. Most recently, Ali and Flex have launched a clothing brand (CLTR Brand), Straight Outta The Lair Podcast, and are looking into expanding real estate investments.
In this episode, Ali and I discuss her journey from being a competitive bodybuilder to the BOSS BABE behind the Flex empire. You'll get all the deets on their relationship and how she ran her man as a business, advice for making a business out of competing, the serious lessons she's learned from owning and running Dragon's Lair, and a whole lot more.
Topics Covered:
- How Ali started competing in bodybuilding and the important lesson she learned from competing
- How Ali and Flex met (the PG version!)
- Ali's transition from competitor to cheerleader and running Flex as a business
- How they created a culture of loyalty, trust, and respect in their business and relationship
- The two mistakes people make when competing as a business (it's probably not what you think!)
- The importance of reevaluating your goals after moving into a new season of life
- Why it was the right time for Ali to leave the industry
- The biggest lessons that she's learned as a leader and business owner
- How Ali navigated cultural differences in their relationship
What was your biggest AHA from this episode?! I would love to know! Message me on Instagram to let me know and tell me what topics you want to hear more about or who I should have on the show.
Listen on:
Connect with Ali
Straight Outta The Lair Podcast
Straight Outta The Lair YouTube
Connect with Nathalia
Get my favorite pre-workout HERE
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More about the Unfiltered Fit Life podcast
Ever wish you had a fit and straightforward BFF with over 15 years of experience to help you filter through all the information regarding fitness, nutrition, and life?
That’s exactly what you’ll get when you listen to the Unfiltered Fit Life Podcast.
Join Former Bikini Olympia Champion, mom of 2, and fitness coach Nathalia Melo each week as she shares fitness, nutrition, and life tips to help busy working moms simplify their fitness journey so they can learn easy and simple strategies on how to lose weight and feel sexy AF.
After helping over 5000 busy working moms, Nathalia has found the blueprint to fitness, nutrition, and life success, which she will be sharing in this podcast: actionable tips that will help busy working moms be more present at work and at home.
This show is for you if you realize that nothing good comes from your comfort zone and are ready to challenge yourself to achieve great things. Follow Unfiltered Fit Life wherever you are listening to join us each week for a splash of sass, humor, and a whole lotta truth.
This episode is brought to you in partnership with Leah Bryant Co.
The unedited podcast transcript for this episode of the Unfiltered Fit Life podcast follows
Nathalia Melo:
Hello, hello there, fam. Welcome to another episode of the Unfiltered Fit Life Podcast.
Today, I have a good friend of mine joining us. Many people know her as "her husband's wife," but I want to talk about Ali—her story, her achievements, and her impact. Let me introduce you to Ali Lewis.
Ali has always had a passion for fitness, earning her pro status in 2010 by winning the NPC USA. She’s a registered dietitian, an entrepreneur, and now the CEO of Flex Extraordinary Productions and co-owner of The Dragon's Lair. She’s also a business graduate from the University of Florida.
Ali, along with her husband, Flex Lewis, has developed a brand from the ground up and expanded into clothing, podcasting (Straight Outta the Lair), and real estate.
Welcome, Ali!
Catching Up After Many Years
Alison Lewis:
What’s up? Thank you for having me. It’s crazy to reflect on how long we’ve known each other—going from competing to becoming moms and business owners.
Nathalia Melo:
It’s been 13 to 15 years since we first met—back before Flex was a household name.
Alison Lewis:
Right! It’s wild how life has evolved for both of us since those early days in the sport.
Transitioning from Competing to Coaching
Nathalia Melo:
You’ve been a competitor at the highest level, including the Olympia stage, and I had the honor of coaching you during your second pregnancy. How did that openness to coaching help you during that phase of your life?
Alison Lewis:
Having accountability and a trusted coach made all the difference. As a professional athlete, I know a lot about fitness, but sometimes it’s overwhelming to manage it all. Especially during pregnancy, finding someone knowledgeable in that niche is crucial.
The Dynamic with Flex Lewis
Nathalia Melo:
You and Flex have such a dynamic relationship. I see him as the methodical visionary and you as the one who makes things happen. How do you both complement each other in business?
Alison Lewis:
Flex is definitely the visionary, and I’m the “how-to” person. He dreams big, and I figure out how to make it work. I enjoy being behind the scenes, organizing, and running operations.
Getting Started in Fitness Competitions
Nathalia Melo:
Let’s go back to the beginning. How did you get into competing?
Alison Lewis:
It started after college. I loved working out and was inspired by a woman at my gym who was in amazing shape. She introduced me to figure competitions, and I decided to give it a shot. My first show was in 2009, and I turned pro in 2010 by winning the NPC USA.
Lessons Learned from Competing
Nathalia Melo:
What did competing teach you that has carried over into other areas of your life?
Alison Lewis:
Competing taught me discipline, commitment, and how to achieve big goals. These traits are transferable to any business or life challenge. It’s not just about winning trophies—it’s about proving to yourself that you can do hard things.
Meeting Flex Lewis
Nathalia Melo:
You met Flex at an interesting time in his career. Can you share how your relationship started?
Alison Lewis:
We met in 2012 at the Arnold. At the time, he hadn’t yet won an Olympia but was making a name for himself. Our relationship started as a friendship and blossomed as we supported each other through our respective journeys.
From Athlete to Businesswoman
Nathalia Melo:
You’ve been instrumental in building the business side of Flex’s career. How did that transition happen?
Alison Lewis:
It began with simple things, like organizing merch orders and setting up a proper business structure for his income. Over time, I took on more responsibility, creating Flex Extraordinary Productions to centralize everything. I’m naturally detail-oriented, so I thrived in handling operations while Flex focused on being the face of the brand.
Creating The Dragon’s Lair
Nathalia Melo:
How did The Dragon’s Lair come to life?
Alison Lewis:
It started in 2014 with a private gym to help Flex train in peace. We invested in ourselves, creating a space for him to focus entirely on his Olympia prep. Over time, it evolved into the public gym it is today—a destination for fitness enthusiasts around the world.
Lessons from Business Leadership
Nathalia Melo:
As a leader, what have been your biggest lessons in managing a business and team?
Alison Lewis:
Delegating and hiring the right people have been key. It’s hard to relinquish control, but having a team that aligns with your vision is crucial. Creating a positive culture where everyone feels respected and supported has also been a top priority.
Advice for Competitors Transitioning to Business
Nathalia Melo:
What advice would you give competitors who want to turn their success into a sustainable business?
Alison Lewis:
Stay authentic and loyal. Too many people chase shiny new opportunities or jump ship when things get tough. Building long-term relationships and staying true to your values will set you apart.
Balancing Family and Career
Nathalia Melo:
How has becoming a mom changed your perspective on work and life?
Alison Lewis:
It’s all about priorities. I’ve realized that I can’t do everything, and I’ve learned to set boundaries. Being a parent is the most rewarding but challenging job, and it requires constant adjustment.
Nathalia Melo:
Ali, thank you so much for sharing your journey and insights. Where can people find you and learn more about The Dragon’s Lair?
Alison Lewis:
Thank you for having me! You can find me on Instagram at @AllieRE87, on LinkedIn as Alison Lewis, and visit The Dragon’s Lair Gym in Las Vegas. We also have a podcast, Straight Outta the Lair, on Spotify, iTunes, and YouTube.
Nathalia Melo:
Thanks again, Ali. It was a pleasure having you. Bye!
Alison Lewis:
Thank you. Bye!
