Alpha Fit Club stays true to its core values while adapting key strategies to thrive in new territories
The Garden State could only hold Alpha Fit Club’s unique brand of circuit-style workouts for so long. Despite co-founder and CEO Sam Tooley’s appreciation for his home state and town of Westfield, NJ, where the AFC first launched in 2019, he knew that at some point, the bird had to leave the nest.
But, in the past 10 months, he’s sent entire flocks north, south and west. AFC sold 20+ locations across states like Connecticut, Florida and Pennsylvania.
Though the boutique brand is expanding, Tooley has no plans to abandon the lessons learned during its early growth in New Jersey. Going forward, AFC is sticking with what works and adapting to new locations and scale.
Programming, Setting & Culture
AFC prioritized creating an alternative approach to fitness from day one, not just through its unique programming that blends HIIT-style conditioning with strength training, but with its vibe as well.
“We had set out to do things differently,” Tooley said. “We wanted to take that city-inspired boutique energy with the lights low, music bumping, an inspiring yet knowledgeable coach and plug it all into a suburban market.”
Before launching AFC, Tooley looked for franchising opportunities that brought all of that to the table, but to no avail. After realizing he’d need to create the opportunity for himself, it only strengthened his enthusiasm for the project.
As members began to appreciate AFC’s distinctions and signature experiences, they became an extension of the brand’s culture as well.
“Our members have become equally if not more so invested in what we are building at Alpha,” Tooley said. “They want to see the brand grow knowing we have an opportunity to create change in more communities.”
In doing so, the AFC has established a strong group where members and staff support each other alike.
“We have a unique culture at Alpha Fit Club centered around helping our communities become more confident in and out of the gym,” Tooley said. “To me, it’s centered around the location level teams acting as a unified force; focused on that singular mission. If you care about your customers as people first, it changes the energy in the gym. It’s not about a transaction and selling a membership, it’s centered around hospitality and making people feel seen and a part of something more.”
Franchisee Support
Much of AFC’s franchising success stems from that culture of caring as well. The brand isn’t just a phone call away for franchisees who might need help during their build-out stage, it’s oftentimes in-person, right by their side.
“From a support perspective, we are incredibly heavy-handed in ensuring our franchise partners feel the love before, during and after the opening of their studio,” Tooley said. “From real estate to construction, we are entrenched in every facet of their new studio onboarding.”
AFC has designed roles and built infrastructure to specifically help with studio launches. That involves sourcing and training staff, marketing and presale initiatives, launch preparation and more. Now veterans in the boutique fitness space, Tooley and his team are eager to leverage their knowledge to help new operators.
“We leave no stone unturned,” Tooley said. “It’s one thing to list off a number of bullet points on how you support and to do so when it’s convenient. It’s another thing to show up and problem-solve when issues arise, and in the boutique fitness world, problems will absolutely arise. We’ve seen it all and we are appreciative of the opportunity to show up and support our partners with that battle-tested experience.”
Important Adaptations
While some aspects of AFC will absolutely remain consistent like its level of support, emphasis on community and focus on the consumer experience, it isn’t afraid to pivot where necessary.
The brand understands adaptability is vital to growth. For instance, Tooley recognized the need to change the company’s presale strategy this year, lowering its presale pricing to reduce friction with potential new customers and prioritize getting them in the door.
“The result was almost a 300% increase in opening day members,” Tooley said. “We know that the early stages of the gym are essential to its success, so leaning in and rolling up our sleeves during launch is mission critical.”
Tooley argues that self-awareness, especially for boutiques, is just as important as embracing change.
“As a brand that still needs to explain who they are and what they do, especially as we open in new markets, we need to recognize it’s not planting a flag and hoping people come through the doors,” Tooley said. “It’s infiltrating a community and building real relationships and trust.”
AFC’s unparalleled fitness experience then takes it from there when it comes to selling prospective members.
“In reviewing industry benchmarks, very few brands convert customers at the rate Alpha Fit Club does,” Tooley said. “We just need to get bodies in the door so they can feel the difference.”
While AFC has plans to keep expanding, the brand knows its strength is in what it’s already built and will continue leaning on it.
“I am proud to say that I think we’ve done a fantastic job carving out our niche as a brand,” Tooley added. “There is no doubt the fitness landscape continues to have endless options and many great options at that. But we have yet to see a competitor dare to do what we do, in the way we do it. We have built an approachable and relatable brand for the vast majority of fitness consumers.”
