Alex Frei has completed his cheese sommelier training, opening doors to various career paths in the cheese industry. His passion for cheese, sparked by early experiences and training, contrasts with his football career. Frei plans to combine cheese expertise with motivational speaking, embracing newfound freedom after coaching. He reflects on the challenges of coaching, advocating for a more supportive approach in sports. Now, he is excited about his transition into the cheese world, highlighting the importance of pursuing one’s passions.
Alex Frei’s New Journey as a Cheese Sommelier
Alex Frei has successfully completed his training to become a cheese sommelier, a role that opens up various possibilities. He could work in a cheese shop, a restaurant, or a hotel, or even launch his own cheese business. Most of his fellow trainees came from the gastronomy field, while others were employees at Coop or Migros, specifically in the cheese departments. Interestingly, four participants were career changers, just like Frei.
A Passion for Cheese
Frei’s fascination with cheese began early in life, as he grew up in a household that enjoyed a wide variety of cheeses, far beyond just raclette and fondue. His time spent living in regions renowned for their cheese, such as Vaud and Brittany, further deepened his appreciation. While training with the national team in Feusisberg, he often found himself indulging at the cheese buffet, although he lacked knowledge of the cheese’s history and production processes. After expressing his interest in running a cheese shop during an interview, he was approached by Switzerland Cheese Marketing, an opportunity that excited him due to its stark contrast to his football career.
Starting in January, Frei plans to blend his love for cheese with motivational speaking about overcoming setbacks, offering the option to book either service separately. When asked if he would return to coaching, Frei expressed no desire to go back to that role, citing a newfound appreciation for the freedom of not adhering to strict training and game schedules. He relishes the spontaneity that comes with not being tied to a team, even lightheartedly admitting that he annoys his wife occasionally.
Reflecting on his coaching days, Frei misses the strategic preparation and camaraderie of working with players but has no desire to return to the pressures and evaluations of the coaching profession. He described the frustrations he faced, such as discussing food portion sizes and transportation methods for matches, which detracted from the essence of professional football. To him, these trivial matters felt disconnected from the high standards he believed professional athletes should uphold.
Frei emphasizes that the expectations and realities of coaching, particularly in Switzerland, are often misaligned. Despite acknowledging the scrutiny he faced as a public figure, he expressed a desire to escape the constant evaluation of his actions in football. Unlike his time as a player, where he could influence perceptions through performance, coaching often demands a diplomatic approach, where criticism can come from many directions, including online commentary.
While he recognized that his prominence in football brought its own challenges, he longed for more support from club officials, feeling that the focus was often on immediate results rather than the overall development of the team. Frei argued that the term “failure” is overused in sports, as it overlooks the lessons learned from defeats and the complexities of coaching. He noted that in Switzerland, there’s a tendency to question decisions and abilities more than in other countries.
Now, as he transitions into this new chapter as a cheese sommelier and speaker, Frei remains optimistic and excited about the opportunities that lie ahead. His journey illustrates the importance of following one’s passions and embracing change, even after a successful career in sports.