The firms are combining strategic consulting and AI execution to help fitness operators integrate automation and intelligence
Alta Technology Group and DXFactor, two business-centered powerhouses in fitness and wellness, are uniting to optimize member-driven strategy through the power of AI.
Operating under the commercial brand Alta DX, the companies are merging Alta’s strategic consulting prowess with DXFactor’s AI technology to improve how AI is integrated into fitness and wellness operations, starting with the trademark Outcomes Micro Agents Platform (OMAP).
“Our customers don’t need more technology — they need results,” said CEO of Alta DX Group, Dharmesh Trivedi. “By combining ALTA’s strategic leadership with DXFactor’s transformation and execution engine, OMAP becomes the must-have vehicle to scale growth, efficiency, and member experience.”
The company is targeting fitness, wellness and beauty brands with a product-led approach to applied AI, anchored by OMAP, which uses a growing library of AI agents designed to integrate intelligence across marketing, sales, customer experience, finance and internal operations.
Those AI agents blend directly into existing member management systems and workflows, meaning organizations can optimize their data without having to start from scratch.
“Alta has always focused on helping enterprise operators succeed in the real world,” said ALTA DX Group executive chairman Al Noshirvani. “This merger allows us to embed our domain and operational expertise directly into how AI is designed and deployed — closing the gap between strategy and execution.”
Before merging, both companies have been at the forefront of AI innovation in the fitness and wellness industry.
As a leading data science, digital transformation, AI and Generative AI supplier, DXFactor generated over $2 billion in outcomes for fitness brands including Chelsea Piers, Chuze Fitness and Crunch Fitness and Orangetheory Fitness, among others.
Alta, a technology consulting and management services firm that specializes in supporting health, fitness, beauty and wellness brands, recently hosted the Fitness Technology Summit in October, where top brands tackled AI, data and the future of member personalization, discussing how AI and data continue transforming how gyms attract and keep members.
According to the company, ALTA DX aims to:
- Offer strategic advisory and executive support to steer transformation, tech choices and organizational change
- Build custom technology and modernizing systems in a way that works alongside existing enterprise infrastructure
- Execute digital transformation initiatives, from workflow redesign to data activation and platform integration
- Embed human-in-the-loop governance to maintain accountability, transparency and responsible AI oversight
- Taking a “no rip-and-replace” approach that reduces disruption while accelerating adoption and speed to value.
