This is the space to introduce visitors to the business or brand. Briefly explain who's behind it, what it does and what makes it unique. Share its core values and what this site has to offer.
Holistic Wellness for Professionals Who Want More
Our founder started Alchemyphyt after experiencing the negative effects of health fads firsthand. With a background in coaching, fitness, and nutrition, they built a company rooted in education and real change.
Meet Our Founders
Matthew Ruiz
AlchemyPhyt was co-founded by James Matthew Ruiz, a lifelong fitness enthusiast, behavioral science expert, and certified performance coach with a passion for building both physical and mental strength. Matthew’s journey began at just 16, lifting weights in his father’s garage—an experience that sparked a deep appreciation for movement, discipline, and personal transformation.
Before stepping fully into the wellness industry, Matthew spent nine years serving with the Department of Homeland Security, where he cultivated a deep understanding of mental resilience, leadership, and stress management. In 2018, he transitioned into fitness professionally, merging his academic background in psychology and forensic science with his dedication to optimizing human performance.
Today, Matthew brings a unique mind-body approach to his work, training clients across a range of disciplines and championing the idea that lasting health starts with both intention and action. As a founding partner of AlchemyPhyt, he’s committed to helping organizations foster cultures of wellness by equipping them with tools that support physical vitality, emotional resilience, and long-term sustainability.
Matthew holds multiple certifications in personal training, bodybuilding, and behavior change, and lives in Lubbock, TX with his three rescue dogs—Tara, Charlotte, and Alley—who inspire his daily commitment to energy, loyalty, and purpose.
Certifications:
-
NASM Certified Personal Trainer
-
NASM Behavior Change Specialist
-
ISSA Glute Specialist
-
ISSA Bodybuilding Specialist
-
NESTA Kettlebell Coach
NASM Behavior Change Specialist
ISSA Bodybuilding Specialist
NESTA Kettlebell Coach
The Story
Behind AlchemyPhyt
Holistic Wellness for Professionals Who Want More
Introduction
AlchemyPHYT was founded out of frustration with a wellness industry that focused more on selling products than teaching people how to take care of themselves. We're here to provide real change through education—giving you the tools to understand your body, improve your health, and maintain lasting wellness.
Meet Our Founders
Madison Reed
AlchemyPhyt was partially founded by Madison Reed, a lifelong athlete, former collegiate volleyball player, and certified wellness professional with a deep passion for human performance and sustainable health. Having grown up in sports and later competed at the collegiate level, Madison developed an early understanding of discipline, recovery, and the vital role nutrition and hormone balance play in achieving peak performance.
After spending years immersed in nearly every corner of the fitness industry — from coaching and personal training to functional nutrition and wellness education — she saw a common problem: most health programs were either too generalized or ignored the hormonal realities that impact real results, especially for women. That’s when the vision for AlchemyPhyt was born.
Driven by both personal experience and professional insight, Madison helped launch AlchemyPhyt to help companies create health-forward cultures where employees are supported from the inside out. Her mission is to empower organizations with science-backed holistic tools that improve well-being, reduce healthcare costs, and build stronger, more energized teams.
About Us
Purpose
To empower professionals and organizations to live longer, healthier, and more fulfilling lives.
Mission
We are committed to teaching you how your body works and how to fuel it properly. AlchemyPHYT is more than a coaching service; it's a movement.
Vision
A world where people understand their health deeply and act on it for sustainable wellness.
What Sets Us Apart:
We don’t just tell you what to do; we show you why it works, helping you make sustainable changes to your fitness, nutrition, and mindset.