The basics:

• Alpha Fit Club names PLAE exclusive performance partner amid franchise expansion
• Westfield-born fitness brand has sold more than two dozen locations
• Alpha Fit Club expects nearly 30 studios opened by the end of 2026
• Standardized PLAE environment will debut at Larchmont, NY, location

As Alpha Fit Club eyes nationwide expansion, the Westfield-born boutique fitness franchise is taking steps to ensure all new studios have a consistent training environment and premium member experience.

To make that happen, the chain says it tapped fitness company PLAE as an exclusive performance partner for all newly awarded franchise locations.

Founded in 2019, Alpha Fit Club revolves around trainer-led group style fitness classes that combine strength training and conditioning.

Alpha Fit Club rolled out a franchise program in late 2022. Since then, it has sold more than two dozen locations across the East Coast. The company expects to have nearly 30 studios open by the end of 2026.

Alpha Fit Club’s local footprint includes 21 clubs. Outside of New Jersey, the banner has two sites in Pennsylvania, along with one each in Connecticut, Florida and New York.

Scaling successfully

Headquartered in Georgia, PLAE designs and manufactures integrated performance surfaces, racks and strength equipment. Professional sports organizations, collegiate athletic programs, Olympic training centers, tactical facilities and premium fitness brands use its products.

Unlike a traditional supplier relationship, the collaboration will establish a standardized setting for every future Alpha Fit Club location, the companies said.

From flooring and racks to integrated strength and conditioning systems, each new studio will feature a design centered around a consistent training experience. The collaboration aims to support both members and franchise owners as the brand scales, the partners said.

An ‘ideal partner’

According to Alpha Fit Club, existing locations and previously awarded franchise sites will continue operating with the current equipment packages. All new franchise sales moving forward will feature the PLAE performance environment as the brand standard.

The updated setting will debut at Alpha Fit Club’s new location in Larchmont, N.Y. It will then roll out across future franchise-run outposts.

Alpha Fit Club co-founder and CEO Sam Tooley said, “Growth only matters if the experience improves along with it. As we expand into new markets, we’re committed to delivering the same premium training experience in every studio.”

Growth only matters if the experience improves along with it.
—Sam Tooley, co-founder and CEO, Alpha Fit Club

He went on, “PLAE shares our belief that the environment plays a critical role in performance, making them the ideal partner as we continue building Alpha Fit Club across the country.”

PLAE founder and CEO Brett Waits shared, “Our mission is to inspire performance and unlock human potential. Alpha Fit Club has built an incredible community around challenging workouts, exceptional coaching and a commitment to helping people become stronger. We’re proud to support that mission by creating training environments that elevate every workout and member experience.”

PLAE will also act as official performance partner for the third annual Alpha Games Main Event, the companies said. Scheduled for Oct. 3 at American Dream in East Rutherford, the fitness competition challenges 1,800 participants through a series of strength, conditioning and endurance workouts.