Alex Azzi was born in Lebanon and left at the age of six for New Zealand to escape the war that had broken out in 1986. He was mostly raised in New Zealand, with a few years in Qatar, before returning to New Zealand for his university studies. He then lived in a number of regions in the world, finally settling in Dubai, which he now calls home. Alex was drawn to marketing from young, particularly in digital marketing. This interest grew alongside a passion for health optimization, also known as biohacking. He launched an agency in Dubai focused on companies in that space and has actively pursued opportunities in biohacking, including a strong focus in the uses of virtual reality.