Alix Rufas (Spanish, resident in The Netherlands) is an “Inner Fire” Business Coach and a Maximizer. Alix loves to make things happen. But not just any-things: those things that spark a beautiful “inner fire” in people. She’s driven by passion and coaches others to execute on their wildest dreams. She spots people’s superpowers fast and maximizes them until they have no other option but to do something about them.

Alix was making profit out of her first company by the age of 11. Since then, she has founded and co-founded over 4 start-ups. She has also worked for the United Nations (UN), various universities and a start-up accelerator.

Today, she coaches clients all over the world to act on their dreams and become the fullest expression of themselves. She does one-on-one coaching, workshops and retreats. This sounds like much. And indeed since her Arc 2017 in Barxeta/Spain, a lot has happened. Here’s her story. – Interview by ANNIKA PÄUTZ

The Arc: Alix, you were the person who inspired everyone in The Arc Retreat during December 2017 in Spain, because you are always hands-on, ready to do what it takes to make dreams come true. We all know that such immense strength usually arises from immeasurable struggle. What is your story?

Alix: I was the kind of kid that showed up to the playground in business clothes. At the age of 5, I was selling handmade bracelets throughout the summer. By 11, I was leading a team of 10+ that made profit by selling more refined jewellery to actual shops. In high school, I had the best grades in every class. Next to school, I excelled in music, dance and you-name-it classes.

I was the kind of kid that showed up to the playground in business clothes.

By the age of 16, I burned out. My energy was nowhere to be found, I had gained a lot of weight and was very depressed. I started dropping my “hobbies” one by one, and at school my grades plunged. That year, I was also diagnosed with a brain tumour and an (incurable) autoimmune disease. Way to go for the typical overachiever that I was!

By the age of 16, I burned out. […] I had gained a lot of weight and was very depressed. I started dropping my “hobbies” one by one, and at school my grades plunged. That year, I was also diagnosed with a brain tumour and an (incurable) autoimmune disease.

My self-confidence went below zero. But it was something more than that. I was just so pissed. I just wanted so much so fast, and it was not happening. So I became increasingly frustrated at myself.

It can be so easy to talk yourself into failure. Whether it’s an external factor that triggers this type of self-criticism or you start this yourself, it doesn’t really matter. But there is a subtle breaking point where ambition and being very demanding towards the world and yourself can become harmful.

I think more awareness should be created around the importance of mindset management for driven and ambitious people.

I think more awareness should be created around the importance of mindset management for driven and ambitious people. The other day I read an article about this on Inc.com. The bottom line was that people with this profile should actively learn to find fulfillment outside of their professional life too. Otherwise, confidence and self-worth are too dependent on professional success.

The way you talk to yourself is so important. And by 16, my story about myself was just so terrible. I hated my body, was disappointed at my grades, my health, my energy levels, my overall performance in life… everything!

But I’ve always had a little voice in me that goes: “You must show the world what you’re made of. Just just must”. And I’m grateful for that. So this voice slowly got me out of this big low in my teenage years. And it has always continued to do so in difficult times.

Today, after over 10 years of stubbornly learning everything I could about self-care, self-knowledge and self-love, I’m grateful.

Today, after over 10 years of stubbornly learning everything I could about self-care, self-knowledge and self-love, I’m grateful that my autoimmune condition is in a rare state of remission, that I’ve never gone back to the low I experienced at 16, and that I get to share what I’ve learned along the way with others.

To me, it boils down to not knowing how to handle your own inner fire […] I’ve been my own biggest struggle and strength at the same time.

To go back to your question: To me, it boils down to not knowing how to handle your own inner fire. In my case, the times it got out of control, it became very hurtful because I burned out and I was very tough on myself. But when I mindfully made use of this drive, magic happened. So I’ve been my own biggest struggle and strength at the same time.

The Arc: We know that your journey peaked in the last months. Maybe our readers don’t. Can you describe your journey between last winter and this summer? And what has been the role (if any!) of the two Arc events you attended during this time?

Alix: In autumn of last year, I had reached a point in which I had consumed all the self-development content I could and had the feeling I needed something a little stronger to get me to the next level. I was building and leading a team around a software product, but I was lacking a sense of purpose. I knew I needed a change but had no idea how to go about it.

So in December I attended The Arc Retreat. And this opened my eyes in many different ways. I found what sets my soul on fire (for the good and the bad). I understood how rewarding opening up and being vulnerable with others can be. I also realised how powerful coaching and like-minded peers can really be.

So in December I attended The Arc Retreat. And this opened my eyes in many different ways. I found what sets my soul on fire (for the good and the bad). I understood how rewarding opening up and being vulnerable with others can be. I also realised how powerful coaching and like-minded peers can really be.

So right after The Arc retreat, I hired a coach to keep up the momentum. By early 2018, I had resigned from my corporate job and registered as a business owner. Quitting my job was incredibly difficult for me, but I also knew it was necessary.

I believe that once you’re honest with yourself, it’s important to act according to what you find out.

I believe that once you’re honest with yourself, it’s important to act according to what you find out. And if the conclusion is that you need to make a big change, having someone by your side who fully believes in you is crucial. In my case, my coach as well as The Arc community were key.

Picture: Alix registering herself as a business owner right after quitting her corporate job earlier in 2018.

Today, I’m having a blast coaching kickass clients all over the world through online calls, workshops, and retreats.

Today, I’m having a blast coaching kickass clients all over the world through online calls, workshops, and retreats. I travel somewhere different every month and continuously meet very cool people. I’m incredibly grateful. I do what I believe makes sense, and I do this how, when and where I want. It’s the best.

The Arc: So you’ve built your own business out of thin air. This must be incredibly tough and I’m sure you’ve faced many challenges along the way already. What has been your biggest challenge until now and what has kept you going?

Alix: I believe most challenges find their root in one’s own mindset. It’s always about what you decide to believe about yourself and the world. In times of higher stress and lower energy, it’s easier to notice more things to complain about.

I believe most challenges find their root in one’s own mindset. It’s always about what you decide to believe about yourself and the world.

So I pay close attention to stay mindful in those moments. There’s many things that are now part of my routine: morning stretch or yoga flow and meditation, fitness, walks, catching up with people that energize me, and so on. I vary depending on what I feel will light up a healthy dose of inner fire more easily. You don’t want a wildfire but also not a drowned candle.

You don’t want a wildfire but also not a drowned candle.

For me, cultivating a positive and self-loving mindset totally flips the script. And that’s what I’ve been working on for the past ten plus years. It’s a lifelong journey of self-love. I have a huge toolbox by now [laughs]. And I use all my first-hand knowledge and experience in the coaching with my clients.

Cultivating a positive and self-loving mindset totally flips the script.

When you’re kinder to yourself, and you’re your biggest cheerleader, you see all the possibilities that lie before you, resourcefulness peaks and performance is catapulted to a whole new level.

When you’re kinder to yourself, and you’re your biggest cheerleader, you see all the possibilities that lie before you.

Apart from working on the mindset, the second thing that enables me to keep building momentum is the reflex to constantly clarify everything, break things down into simple little bits, and go step by step.

Baby steps enable you to remove overwhelm, gain clarity, stay focused and build momentum.

The magic of baby steps is real and I use this a lot while coaching clients. Baby steps enable you to remove overwhelm, gain clarity, stay focused and build momentum while gaining joy from getting stuff done, one step at a time.

The Arc: Almost done! Who do YOU dare to be and which IMPACT do you want to stand for? What is your mission statement? You have 30 seconds 😉

Alix: I want to make accumulated knowledge and wisdom more accessible so that people like you and me have to search less to reach their full expression at any point of their lives.

Some of my inspirations currently are: Ariana Huffington (founder of Thrive Global), Sophia Amoruso (founder of Girlboss), Marie Forleo (host of Marie TV) and Vishen Lakhiani (founder of Mindvalley). While I’m thrilled to be in a life-long journey of self-discovery, my goal is to inspire as many people as possible to fully own their journeys along the way. Because when you get a grip on your inner fire, you win.

The Arc: Thank you so much, Alix!! Whoop whoop!