Alex Sereno
speakertriathlon and swimming coach
and co-founder of Café Barista

Alex Sereno, speaker, is the co-founder of Café Barista, a Quebec roasting company founded in 2004 with his childhood best friend. The company, which started out in a Valleyfield flea market, has become one of the leaders in its industry, thanks in part to an avant-garde digital shift that has enabled it to employ innovative marketing strategies and generate significant online sales. Also a high-level triathlon and swimming coach, Alex accompanied 2 Quebec athletes on the 2012 and 2020 Canadian Olympic triathlon teams. An effective communicator, he has been sharing his experience, passions and knowledge of content strategy for over 10 years now via his conferences.

Alex Sereno's lectures:

  • Duration: 45 to 75 minutes + question period, flexible.
  • Available in English and French.
  • A preparatory call is planned to adapt the content of the conference.

From flea market to industry leader

In this talk, Alex Sereno will tell you how he and his best friend built their brand from a table in a Valleyfield flea market in 2004 to become a leader in online coffee sales.

What innovative marketing strategies did they use, and how did they stand out despite all the financial and operational constraints?

During these 60 minutes of dynamic animation, he will answer these questions and share with you his victories, his failures, but above all the lessons he has learned along the way. He'll also make the link between his career as a top-level coach and his role as an entrepreneur, explaining how he used his entrepreneurial qualities to become a better coach, and vice versa.

Leadership, resilience, problem solving, team effort and innovation are just some of the themes he will cover in this presentation.

Positioning your brand on the web

This 75-minute presentation, in which Alex provides an overview of best practices in social media, is an excellent starting point before you take the plunge or call in an expert. He'll give you the tools you really need. What's more, over the years it's proven to be very useful for the staff of any company wishing to take an active part in the company's promotional strategy, for groups of business people wishing to get started and avoid wasting too much time or making unnecessary mistakes, as well as for individuals wishing to build their personal brand online.

365 days: Stories of resilience and perseverance

In this 75-minute presentation, Alex Sereno shares the stories of the 2 Quebec athletes he had the privilege of preparing for selection to the Canadian Olympic triathlon team (Kathy Tremblay and Amélie Kretz).

The extraordinary anecdotes in this talk enable him to share the lessons he learned during these 2 coaching projects, such as: the power of dreaming big, commitment to achieving your goals, the importance of an action plan, perseverance and the importance of knowing how to surround yourself with the right people.

The ABCs of content strategy

Over the years, Alex Sereno has developed a few techniques that could help you optimize your content strategy efforts.

This workshop is aimed at start-ups, early-stage entrepreneurs and anyone wishing to develop their personal brand. In 120 minutes, you'll learn the tricks he still uses today to help brands create value in their communities.


  • Its 30/70 formula
  • The importance of distribution
  • Distribution strategies
  • The tools

Alex Sereno biography:

An atypical career

Alex Sereno got his start in top-level sport, coaching top athletes in swimming and triathlon since 1991. The highlight of this career was of course accompanying 2 Quebec athletes in their selection to the national Olympic triathlon team in 2012 and 2020 (Kathy Tremblay and Amélie Kretz).

Entrepreneur at heart

From a very early age, Alex always knew that one day he would run his own business. He has been navigating between his 2 professions (trainer and entrepreneur) for almost 30 years now, as they are very similar in many ways. That's why he likes to say that entrepreneurship is a high-level sport! Fundamentally, he would never have become the coach he is if he hadn't been a trainer, and vice-versa.

It is the skills of adaptation, leadership and innovation acquired through the challenges of elite sport and the business world that have helped him build his companies over the years.

Falling into the web pot

Alex Sereno, speaker, succeeded in building the Barista Microtorrefacteur brand through an early digital shift at the dawn of the 2000s. The web was the trigger that enabled his company to grow from a flea market in its early days, to a leader in the Quebec coffee industry thanks to online sales.

Alex has developed a real passion for the web and social media. That's why he's decided to share this passion with anyone who wants to get started or become better at content creation.

Alex Sereno has chosen to donate part of his speaker fee to the Procure Foundation.

Conférenciers Québec, Formation, Motivation et Team Building - Formax - Alex Sereno - Speaker, and co-founder of Café Barista


  • Entrepreneurship
  • Leadership
  • Marketing
  • Social networks
  • Image de marque
  • Resilience and perseverance


  • Wireless headset or lapel microphone
  • Projector and screen (Alex will bring his own computer)
  • Audio-video outputs (video with sound) where possible


Alex Sereno in conference:

Interviews with Alex Sereno :

Interview with Alex Sereno: The secret of entrepreneurship

What our customers say:

"We greatly appreciated Alex's presentation. He is a very good presenter and very inspiring. We are very satisfied."

Groupe Cloutier