I am blessed to help the helpers in this world. How lucky am I?
It’s so nice to meet you, I’m Lex!
I’ve built a career that brings together the parts of my work I care about most. I’m a physical therapist turned digital entrepreneur, and I now help health and wellness business owners move their businesses forward with clarity and momentum.
From 2020 to 2023, I co-owned Renegade Movement and Performance, a six-figure sports and pelvic health physical therapy clinic in New England. As I stepped back from patient care, I took on the role of clinic manager, handling operations, systems, and all of the backend work that keeps a business running. The behind-the-scenes tasks most people avoid are exactly where I thrive.
This space is the result of that experience. I’ve supported countless health and wellness business owners in building smoother systems, stronger foundations, and more functional businesses.
My goal is simple: take the tasks you hate off your plate so you can focus on the work that actually lights you up.
Let’s talk about specifics, shall we?
I want you to learn more about me, and I’d love to learn more about you, too. Ensuring we’re a great fit is essential.
-
More About Me
I’m not an agency, and I don’t work like one.
I work directly with business owners to build websites, SEO, email marketing, launches, and backend systems that actually function together. Thoughtfully. Ethically. And with real humans in mind.
I don’t outsource your work. I don’t sell shortcuts. And I don’t optimize for metrics that look good but don’t support a real business.
What I do build are integrated systems that help the right people find you, understand what you offer, and feel confident taking the next step.
-
Integrated, Not a Generalist
You’ll often hear that it’s better to specialize than to do a little bit of everything. I agree.
What I don’t agree with is treating connected work as separate silos.
In the body, you can’t treat the hip without understanding the knee, the foot, and even the shoulder. Business works the same way. Your website, SEO, email marketing, launches, and backend systems don’t operate independently. When one piece is built in isolation, it creates friction everywhere else.
My work is intentionally integrated. I bring these pieces together and do them well, so your business functions as a cohesive system rather than a collection of disconnected parts.
-
How I Work
You work with me. Always.
I don’t use subcontractors or assistants, and I don’t pass your work off behind the scenes. When you hire me, you’re hiring the person doing the thinking and the implementation.
I take on a limited number of clients because I am a one-person operation.
My services include clear scope, documented deliverables, and transparent communication. This is not a pay me and hope I do something situation, ever.
-
Who I’m Best For
I work best with health and wellness professionals who care about doing things well and doing them sustainably.
That often includes physical therapists, movement professionals, clinic owners, and service providers who want their business systems to support both their work and their life.
If you’re looking for hacks, instant results, or someone to just do what you say without thinking critically, I’m not the right fit. I’m also not the right fit for you if you do not trust me or prefer to micromanage.
If you want clarity, long-term thinking, and systems that hold up over time, you’re in the right place.
My Core Values
Transparency first, last, and always
You get clear expectations, honest timelines, and full visibility into what’s being done so there are no surprises or guesswork.
Competency
You can trust that the work is done correctly, thoughtfully, and with a deep understanding of how your systems actually function together. I’m never going to piecemeal things and leave you to figure out the connections between the pieces on your own. What I build will be built for function and growth over time with SEO, design, and best practices in mind.
Teaching, not gatekeeping
You leave our work more confident and informed, able to make decisions and manage your business without feeling dependent or confused. I never want you to be beholden to me. This means you’ll own your website, you won’t be forced to be inside of a container with me if you don’t want to/need to, and you’ll have full rights to do with what we create as you please.
Sustainability over urgency
Your website, SEO implementation, tech strategy, etc. is always built in a way that supports long-term growth and real life, not constant pressure or burnout and expectations that make you want to rip your hair out (or mine).
Personal accountability and ownership
You stay in control of your business with clarity around decisions, priorities, and next steps, instead of outsourcing understanding. I will always give you all of the information so you can make an informed choice. My goal is to never sell you on anything (and I do not do any sort of high-pressure sales calls, ew.) I want you to know exactly what options exist so you feel fully informed.
Integrity
You work with someone who follows through, communicates honestly, and recommends only what truly makes sense for you.
No extractive business practices
You won’t be pressured, rushed, or sold promises that don’t align with reality or your goals, and I’m not over here paying someone one penny to do the work I make 100 pennies on.
Integration of life and work
Your systems are designed to make your business easier to run, leaving more space for your life outside of it.
Thoughtfulness over volume
You get intentional, well-considered work instead of rushed execution or unnecessary additions. My goal is to ensure you’re set up for success.
No bro marketing
You won’t find hype, manipulation, fake urgency, or loud tactics here. I believe in clear messaging, ethical marketing, and letting good work speak for itself.
Intentional growth, not hustle culture
Growth doesn’t have to come from urgency or burnout. We focus on thoughtful decisions that compound over time. My business is a lifestyle business, meaning… my business supports my life, and I am a human first.
Human first
Your business serves real people, including you. I prioritize clarity, capacity, and nervous-system friendly systems, communication, and timelines over performance and rush at all costs.
Boundaries work both ways
Clear boundaries protect the quality of the work and the working relationship. You can expect respect for your time and energy, and the same in return.
Meet my MVE (Most Valuable Employee)
Moose — Chief Happiness Officer
My full-of-love, paid-in-ball-fetches, and most-valued employee. She does nothing but sleep and tell me that my coffee is ready every day. Very important jobs. :)
Fast Facts
Personality Type
ESFJ
My Previous PT Practice Niches
Pelvic Health, Orthopedics, Sports Performance, Pediatrics, Concussion & Vestibular
Enneagram
2
Favorite Place
Underneath the Palm Trees & Gstaad, Switzerland holds a special place in my heart
Where I Call Home
Los Angeles, California
Drink of Choice
Black Iced Americano
As heard on
Maestro on the Mic
MOTM #324: How Lex Lancaster Can Help You Build a Life You Love
Unreal Results Podcast
The Surprising Problem with Scoliosis
Acupuncture Marketing School Podcast
Episode #70: Improve Your Local SEO to Get More Acupuncture Patients with Lex Lancaster
JaneApp Webinars
Webinar: You Don’t Have to Know it All - An Intro to Tech, Websites, & More.
Wondering if we’re a good fit?
Let’s jump on a discovery call to find out!
Websites + SEO
Done-for-you Squarespace websites, templates, audits, and optimization. This includes website structure, copy refinement, on-page SEO, sales pages, and full SEO setup so your site is clear, functional, and built to be found.
Backend Tech + Systems
Thoughtful setup, integration, and optimization of the systems that support your business. This includes websites, email marketing, automations, courses and memberships, scheduling, client management, and launches. Everything is built to work together, not in silos.
Copy Development + Launch Support
Strategic copy for websites, sales pages, email sequences, opt-ins, and launches. This can include audits, rewrites, or full development, with an emphasis on clarity, conversion, and alignment with your overall systems.
Coaching + Strategy
Live coaching and guidance for tech, systems, SEO, and “where do I start?” questions. These sessions are designed to help you understand your setup, make confident decisions, and move forward without guesswork.
Speaking Engagements
Guest speaking for groups, teams, and organizations on topics including SEO, tech systems, software setup, websites, and building sustainable, integrated business infrastructure.
Please note: While I have a background in brand photography, this service is not currently offered. I also do not offer business strategy coaching. For my recommended business coaches, please head here.