Alpha Fit Club’s high-energy competition series channels the same grit and positivity members experience in class
Sam Tooley told his team they needed to sell out the Alpha Games in order to hold them. Of course, he was just joking. It was only the second iteration of the boutique fitness brand’s members-only competition event, so his expectations were tempered.
Regardless, Alpha Fit Club ended up selling 900 spots in less than 72 hours. The response not only met Tooley’s lofty goal, but it spoke volumes about the brand’s ability to cultivate community and innovate through high-impact, inspiring events.
“Much of what we do on a daily, weekly, monthly and yearly basis is by design and with intention,” Tooley said. “The underlying goal is to bring people together.”
Founded in 2019, Alpha Fit Club offers circuit-style workouts blending strength training and high-intensity conditioning. Members benefit from smaller classes which create one-on-one coaching experiences still within a group setting.
Today, Alpha Fit Club operates 21 locations, and each one was represented at the fall edition of the Games for the first time. Despite the expansion, what the brand values most remained constant: community, energy and a willingness to differentiate.
Inside the Event
The Alpha Games feature three different divisions: Men’s, Women’s and Mixed. Members partner up and the coaches across the brand then seed them based on fitness level. The strongest seeded duos take off first and are eventually followed by other waves of competitors. The workout includes a 1,000 meter SkiErg run, 60 dumbbell thrusters, an 80 calorie air bike run, 50 medicine ball situps, a 1,000 meter row, 60 burpees and a one mile Skillmill run.
With this format, the Alpha Games accommodate and challenge individuals at various fitness levels.
“We’ve made Alpha Games accessible to the masses yet still an inspiring physical feat,” Tooley said. “It truly simulates what we do in class each day but pedal to the metal. At the same time, it doesn’t always have to be. Just like in class, you can simply make it your workout for the day.”
That inclusivity brought “thousands” of participants to the event this year, according to Tooley. The participation established a sense of community felt by all attending parties as well.
“The members supporting other members is really what brings the event to life,” said Tooley. “From fellow members of your studio cheering the folks they train with every day in the stands, to kids holding signs encouraging their parents — there’s almost this tangible sense of community that you feel when you’re in the room.”
A Different Energy
Between that communal spirit, heart-pumping music and flashing lights, the games ooze with infectious energy. Alpha Fit Club coaches also spend the entire event on the floor, cheering and supporting participants as they move through the workout.
“The energy is electric. Point blank,” Tooley said. “If you weren’t an Alpha Fit Club member and you walked into the 20,000 square-foot military base we rent out on the day, I am confident you’d leave ready to sign up for your first class. That’s exactly what happened last year. We had people walking in off the street because they could hear the base bumping alongside the cheers and were shocked by the level of energy and camaraderie.”
Energy also breeds confidence among fitness consumers, which is something Alpha Fit Club prioritizes both during its events and every day in the studio.
“You can see the grit and determination of our members as they compete, the smiles and support they give to one another and the newfound confidence after crossing the line,” Tooley said. “We say it all the time, but we’re in the business of building more confident communities, and The Main Event is just a peak moment of what we try to create each day within the four walls of our studios.”
Its Own Kind of Competition
While several brands have already established proven formulas in the fitness competition sector, Alpha Fit Club put together its own approach, leaning on localization and sticking to its in-studio programming.
“Our mindset as a brand is one centered around there being no rules and to do things differently,” Tooley said. “We’re a homegrown brand built from the ground up and our members know that.”
Tooley built the games to be a natural extension of the circuit-style strength and conditioning workout Alpha Fit Club is known for. Ultimately, that means members are ready to participate without having to invest months into extensive training.
“The hope and goal was to do something different and provide an in-house and on-brand opportunity for members to toe the line of a fitness competition where all they had to do to prepare was to show up and take class consistently,” he said.
Even given the success the Alpha Games have seen to date, Tooley is looking to both elevate the experience and continue to grow attendance numbers.
“Fitness, specifically fitness competitions, can be incredibly overwhelming,” Tooley said. “And while only 20% of our membership base competes in Alpha Games, we’re confident that percentage will continue to grow each year as long as we keep raising the level of experience. I can say with great confidence, we’re looking to wow our members with where we take Alpha Games and our competition series in years to come.”
