There is nothing Alex’s team does that he has not done himself. Strategy, copywriting, design, development, client service. He ran all of it before he ran the company. What he does now comes down to four things.
Vision and Strategy
Alex sets the vision, builds the strategy, and holds the team accountable for getting there. This is his primary job. A clear plan inside the agency is what makes a clear plan possible for your account.
Leading The Team
He leads the leaders. Every function here has an owner, clear responsibilities, and numbers they are measured against. That standard drives the team forward and fuels your business’s growth.
Culture
Alex is building a place people want to work. Every person here writes their own mission statement and shares it with the team, so what each person is chasing ladders up to where the company is going. A team that loves their work does better work, and the difference shows up on your account.
Innovation
Because he has done all of it, Alex sees the whole business as one connected system, which makes him good at spotting where a new tool would actually change the output. Right now, that means AI. Alex has spent two years rebuilding how the company works so AI handles the repetitive part, and the team spends its time on strategy, creative, and judgment.
Alex reviews every account against that standard: a plan tied to your revenue goals, a monthly number to hold the team to, and a direct line to the person accountable for it. Murphy’s Custom Homes, a Colorado Springs custom home builder, invested $60K and saw $2.2M in sales over 12 months. Read the case study
Alex got his start building the website and the marketing for his own business, The Sound Jack, while working multiple jobs to fund it. Nobody handed him a playbook. Over a decade at Lasso Up, he has personally executed every service the company sells today. This is why he can lead people far more skilled than he is at their craft without getting in their way.
He studied business management at Michigan State University before changing course to pursue a creative career, transferring to Full Sail University to earn a degree in Recording Arts. He spent the early part of his career in audio, mixing television shows, commercials, and short films in Austin and Nashville.
That work taught Alex something he still uses every day. Signal-to-noise ratio. Capture the depth of the performance, remove every opportunity for distortion between the source and the listener, and protect the human connection at its center. Marketing is the same problem. So is leadership.
Find the signal, cut the noise.
In 2016, Alex joined his father, Lee Covert, to purchase a small digital agency. They have been building it ever since. That agency became Lasso Up, which has served more than 300 clients across industries. Alex became President in February 2025 and runs the company on EOS, leading a team of specialists across paid media, SEO, web, content, and email.
His mission has not changed since the beginning: help people grow.
For the team, that means getting better at their craft. For clients, it means more revenue than they had before they hired us.
Alex is here to help people grow. Clients, his team, and himself. Five things guide how he does it.
Lead And Respond With Positivity
This is the first value at Lasso Up for a reason. Attitude sets the tone, and the tone spreads. Alex names problems plainly and then attacks them with the belief they are solvable, because a team that believes it moves faster than a team that does not. Every Thursday the whole team stops to call out each other’s good work. Small thing, but a testament to his focus on building positive morale.
Take Extreme Ownership
There are no bad teams, only bad leaders. When something misses, the answer is never the market, the budget, or the client. It is a leadership problem, and Alex looks at himself first. Own the mistake, then own the solution. Pressure is inevitable and still within your control, so name the priority and take action one item at a time. Discipline equals freedom.
Growth Is The Only Scoreboard
Every decision gets measured against one question: is this helping the client grow? If a strategy or tactic does not connect to that, it does not survive. He runs on data rather than opinion, tracking the weekly activity that leads to the outcome instead of finding out at the end of the quarter whether it worked. He believes in maintaining a growth mindset.
Feedback Is Fuel
Alex constantly asks for feedback from clients and his own team, and he takes it even when it stings. Then he does the part most people skip: changing the system that produced the problem. Ask, listen, fix, repeat. That loop is why the work gets better every quarter instead of staying the same.
Play to Strengths
Alex is a jack of all trades and a master of none, and he says so freely. Knowing that about yourself is the whole point. Everyone here names their strengths, their weaknesses, and how they prefer to work, out loud. That is what turns talented people into a team, because you can lean into what you are great at when someone else has covered what you are not. Clear roles, clear responsibilities, and a team that runs like a well-oiled machine.
Alex is comfortable in the unknown. He will sit with a hard problem far longer than most people will, and that patience is usually where the answer comes from, because he sees connections other people miss. But the bet he makes most often is on people. A company’s greatest asset is its team, and when you get that part right, the rest is where the real magic happens.
Denver by choice
Alex and his wife live in Denver for the mountains. Camping, snowboarding, biking, hiking, and endless adventures.
Six continents, 30+ countries
Traveling to new places, eating everything in sight, and learning from other cultures is where Alex really comes alive.
120 miles, three mountain passes
He rode the Triple Bypass in 2026, one of Colorado’s toughest one-day bike rides. Chosen suffering is a priority.
Drummer + DJ Dill
First came the drums, and then came DJing friends’ events. Alex will always be the first person on the dance floor.
If you want to talk about growing your business, marketing strategy or AI implementation, pick a time.
