Today we’d like to introduce you to Alex Freeman.
Hi Alex, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
I started tattooing in 2007, armed with nothing more than a dream, a machine, some ink, and an obsession with getting it right. Back then, I wasn’t thinking about running a shop, winning awards, or building a brand—I just wanted to be better than I was the day before. That’s been the theme ever since.
Fast-forward a few years and a few thousand tattoos later, and Southbound Tattoo was born in Waxahachie. What started as a humble shop with a love for bold lines and clean tattoos has grown into something much more—a community hub, a creative force, and a place where tradition and artistry meet on our terms.
Since then, I’ve expanded into piercing, conventions, consulting, and high-level design systems for large-scale tattoos. I also run a small marketing firm, helping other artists, shops, and small businesses streamline the very chaos I had to learn the hard way.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Smooth? Not even close. But every bump taught me how to steer better.
There were times early on when I was juggling way too much—trying to be the artist, the manager, the bookkeeper, the marketing department, and the janitor all at once. It stretched me thin, and I had to learn the hard way where to let go and where to double down.
I’ve launched marketing campaigns that flopped, restructured the business more times than I can count, and spent late nights rethinking everything from pricing to team culture. One of the biggest lessons came when I realized that talent alone isn’t enough—you need systems, strategy, and stamina if you want to stay in the game.
Those struggles are what pushed me to build something more sustainable, not just for myself, but for my team and our clients. Every misstep became a blueprint for how to do it better the next time.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
At Southbound, we do tattoos and piercings with purpose. My personal specialty is large-scale Japanese —dragon sleeves, backpieces, tigers, koi fish, and bold imagery that stands the test of time. I’m known for clean lines, smooth shading, bright color, structured compositions, and storytelling through skin.
But beyond the art, I’m most proud of the experience we give our clients. We’ve developed a whole framework to guide people through the tattoo process, from initial consultation all the way to their final session. Every part of the journey is intentional, tailored, and built to last. We don’t just do tats and piercings—we build lifelong fans.
We’ve won Best Tattoo and Piercing Shop in Waxahachie two years running. We’ve helped first-timers feel safe, seasoned collectors feel seen, and out-of-towners make the trip because they’ve heard what we’re doing is different. And they’re right.
Any big plans?
This year, I’m doubling down on what we do best—high-quality work and high-quality systems. We’re expanding our marketing efforts, continuing to build a referral ecosystem, and growing our reach through conventions and travel.
We’re also refining our booking process, pricing structures, and experience design to better serve our highest-level clients. I’m building out a tiered access model that offers custom perks and deeper collaboration for serious collectors.
Behind the scenes, my consulting firm—Northshore Consulting—is working with other tattooers and service businesses to help them scale with the same strategies I’ve used myself.
Big picture? I want to elevate the industry, not just my brand.
Pricing:
- Absolutely. At Southbound, we offer tiered pricing based on project size and scope. We have a Design Plan system (Silver, Gold, Platinum) depending on how bold or complex your tattoo needs to be, and an Access Level system (Core, Priority, Full Elite) that lets clients choose the pace, priority, and perks that fit their goals. Think of it like choosing first-class or economy—but either way, you’re getting a smooth flight. Full Elite access includes concierge-level booking, priority scheduling, and a curated send-off at the end of your project. For someone serious about getting a meaningful, high-quality tattoo—not just ink—a structured pricing system like this actually saves time, reduces overwhelm, and gives you the confidence that you’re in good hands from start to finish.
Contact Info:
- Website: https://www.southboundtattoo.com
- Instagram: alexfreemantattoo
- Facebook: https://www.facebook.com/alexfreemantattoo
- Twitter: southboundtat2
- Youtube: southboundtattoo
- Other: https://www.alexfreemantattoo.com
Image Credits
Alex Freeman
