For as long as she can remember, Alex Hurney has been drawn to helping people live happier, healthier lives. Growing up, she even made homemade business cards declaring herself a “Professional Friendship Helper.” It’s no surprise that her childhood passion evolved into a meaningful career in health and wellness.
Alex Hurney launched her business, Thrive with Alex Grace, after becoming a Certified Primal Health Coach.
After earning her Bachelor of Arts in Psychology from Brandeis University, Alex decided to take a gap year to explore her next steps. That’s when she discovered the Primal Health Coach Institute (PHCI), a program that perfectly aligned with her passion for holistic well-being and her desire to make a real difference in people’s lives.
“The PHCI certification gave me the foundation I needed to launch my business, Thrive with Alex Grace,” Alex shares. “My goal is to help others feel amazing and embrace the truest and most joyous forms of themselves.”
Finding Her Coaching Philosophy Through PHCI
What stood out most to Alex during her time with PHCI wasn’t just the science or the business skills, it was the heart of what it means to coach.
“In learning true coaching fundamentals from PHCI, I’ve gained more grace and understanding with the people around me—both in coaching and non-coaching settings,” she explains. “We’re all our own harshest critics. PHCI reminded me that every process—whether in business or in life—is about cultivating the path toward our goals, not just conquering them immediately.”
For Alex, that mindset shift has been transformational. She now approaches her coaching practice, and her personal life, with a greater sense of authenticity and compassion.
“Being a strong coach means showing up authentically every day, accepting imperfection, and giving yourself the space to learn and grow,” she says.
One of her favorite takeaways from the program? “Just start, no matter how ready you feel. Starting is the most important part.”
Alex Hurney has created a life she loves, health coaching and teaching yoga at the beach.
Building a Life and Business Around Purpose
Since completing her certification, Alex has built a vibrant and evolving wellness career. This past summer, she began teaching yoga on the beach while also working with a growing number of health coaching clients. Her next adventure is already on the horizon; she’s preparing to take on a guest health coaching position at a wellness retreat center this winter.
“The PHC certification leaves so much room for creativity and diverse ways to use it in your own working world,” she says. “You never know where the path will take you, but with the right resources and aligned actions, you can make your own way.”
For Alex Hurney, Primal living isn't a job, it's a lifestyle.
Words of Wisdom for Future Coaches
When asked what advice she’d give someone considering a career in health coaching, Alex’s answer comes from the heart:
“Go where your heart wants you to go. The world is your oyster if you’re willing to dip your toes in the water. If health coaching sparks something inside you, explore it. There’s nothing but learning and growth waiting on the other side.”
With a deep understanding of human behavior, a passion for wellness, and the tools gained through PHCI, Alex Hurney is living proof of what’s possible when you follow your instincts and take that first step.
She’s no longer the “Professional Friendship Helper” she once imagined. She’s something even better: a Primal Health Coach helping others thrive in their healthiest, most authentic lives.
Connect with Alex
- PHCI Directory: Alex Hurney
- Web: thrivewithalexgrace.com
- IG: @thrivewithalexgrace
Inspired by Alex's story?
- Create a life you love, pursuing a career you love —Book a discovery call with the PHCI admissions team today.
- Already a student or graduate? Schedule a time with our Admissions Director, Jen, to explore your next coaching milestone.
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