Our Team

Individuals who have led in high-performance environments and care deeply about helping coaches and athletes operate at their best.

Founder & CEO

Max Jones

Max studied Stem Cell Biology and Computer Science at Harvard, where he was a three-year varsity football starter at safety and served as the Ivy League representative to the NCAA Division I Football Oversight Committee's Student-Athlete Connection Group.

After graduating, Max joined Boston Consulting Group, advising Fortune 500 companies on strategy and operations while building AI tools to improve decision-making and performance.

He founded APEX to bring the structure, accountability, and daily performance systems used at elite programs to coaches and athletes at every level.

Expert Advisors

Expert Advisor

James Frazier

James Frazier is APEX Senior Advisor and Harvard's Director of Strength and Conditioning (17 years). His programs have helped produce 19 Ivy League titles across seven sports, including an NCAA national championship. A former University of Iowa football strength coach and CSCCa member, he advises APEX on practical standards that translate into daily execution.

Harvard S&C Director — 17 years19 Ivy League titlesNCAA National ChampionshipCSCCa Member

APEX is informed by a broader network of collegiate and professional performance leaders. Our advisory bench continues to expand to ensure the platform reflects high standards across training, nutrition, recovery, and readiness.

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