AltaDX, LeisureLabs Form Global Fitness Tech Alliance

The fitness and wellness-focused technology firms are joining forces to give global operators better access to cutting-edge tech tools including AI. They’ll continue to operate as independent entities but will share best practices

As AI, digital infrastructure and member experience become bigger priorities for fitness and wellness operators, two industry-focused technology consultancies are teaming up to expand their global reach.

North America-based AltaDX Group and EMEA-focused LeisureLabs have announced a strategic alliance aimed at creating what the sides describe as the fitness and wellness industry’s first globally coordinated technology consulting and services platform.

Under the alliance, the two firms will continue operating independently in their respective regions while sharing delivery standards, talent and methodologies across a broader global network. The companies say the structure is designed to help operators, suppliers and investors execute multi-region technology initiatives with greater consistency and accountability.

Initial areas of focus include AI agent deployment, payments optimization, customer experience and broader digital transformation efforts for mid-market and enterprise fitness and wellness operators across North America and EMEA. The alliance also plans to expand into the APAC and LATAM regions over time.

“The fitness industry has never had a consulting partner that can walk in the door in New York and deliver the same quality of work in London, Dubai, or Amsterdam,” said AltaDX co-founder and executive chairman Al Noshirvani. “This alliance changes that.”

Founded in 2022, the U.K.-based LeisureLabs has worked with operators and suppliers including The Gym Group, David Lloyd Leisure, Fitness First and EGYM. 

Formed earlier this year after the merger of Alta Technology Group and DXFactor, AltaDX offers AI services, strategic consulting services and custom software development, and stages industry events including its Fitness Technology Summit.

LeisureLabs co-founder Alex Peacock said the partnership comes as operators are increasingly looking for partners that understand both the global fitness technology ecosystem and the nuances of local-market execution.

“By combining AltaDX’s strength in North America with our experience across EMEA, we’re creating a genuinely global capability that neither business could credibly offer alone,” Peacock said. “Most importantly, we’re doing it in a way that preserves the entrepreneurial culture, speed and specialist expertise that both organizations are known for.”