Alex was born in Cheltenham, Gloucestershire and from a very early age was involved with local drama groups. He was bought his first guitar at the age of 10 and also began taking keyboard lessons too, developing his love of music as well as acting. He took the lead in several school productions, including Will Mossop in Hobson's Choice. But his real passion at the time was the rock and roll band he formed, playing at summer concerts and other functions. On leaving school he began an engineering apprenticeship and continued collaborating on recording projects and performing locally in a guitar/vocal duo. Realising that engineering was not his true destiny, Alex left Cheltenham for Jersey, in the Channel Islands, where he was spotted by Paul Wagner who offered him his first contract in a touring variety show.

After several years of summer seasons and working for P&O cruises as a member of the Stadium Theatre Company, Alex made his West End debut in the RSC/Opera North production of Showboat both on tour and at the London Palladium. It was whilst he was at the Palladium, Alex auditioned for Buddy - The Buddy Holly Story at the Victoria Palace. As the show uses actor/musicians, Alex was able to combine his theatre experience with his guitar playing and was offered the role of the 4th Cricket and understudy to Buddy Holly. After six months in the London production, and having played the lead role several times, Alex was asked to join the American touring company as the alternate Buddy, playing him twice a week. The tour took Alex to Memphis, Chicago, Boston, New Haven, Washington DC and Toronto. Whilst in Washington, he had the honour of performing at The Whitehouse for George and Barbara Bush. At the end of the US tour, he took over the lead role on the UK tour and this was followed by 2 highly successful years back at the Victoria Palace.

After wearing the specs in over 1,000 performances, Alex finally left the show in 1995 and joined Bill Kenwright's production of Only The Lonely at the Whitehall Theatre, London, playing Bobby Vee, John Lennon and Bruce Springsteen. Alex then originated the role of Kenickie in the first national touring production of Grease. After which he took over the lead role of Danny Zuko in the West End production at the Cambridge Theatre. Alex immediately joined the cast of Disney's Beauty And The Beast at the Dominion Theatre London, playing Gaston, one of his favourite roles to date. After the show closed in December 1999, Alex went on tour again, this time in stockings and suspenders as Dr. Frank  N  Furter in Richard O Brien's The Rocky Horror Show. 2001 saw Alex as the legendary crooner Dean Martin in The Rat Pack. And in 2002, over six years after he last played the part, he was fortunate enough to be invited to play Buddy in the Australian Touring production. Since his return he has been appearing with Ruthie Henshall and Tim Howar in The Magnificent Musicals, celebrating the songs of the West End and Broadway.

In 2002/2003 Alex played the Beast on the National tour of Disney's Beauty And The Beast, followed by a highly successful run as Billy Flynn in Chicago at the Adelphi Theatre, London. He then joined up again with Sammy and Frank, in the record breaking London production of The Rat Pack at the Strand Theatre, once more playing the legendary Dean Martin. Alex is very excited about returning to the Dominion Theatre, this time as Commander Khashoggi in The Queen and Ben Elton musical We Will Rock You.