Alpha Fit Club Franchising
Alpha Fit Club is the East Coast's most exciting boutique fitness franchise — NYC energy, world-class programming, and a community that members are fiercely loyal to. Now it's your turn to own it.
Low lights. Loud music. World-class programming. This is what your members will walk into every single day — and why they keep coming back. Alpha Fit Club isn't just a gym. It's a feeling you can't get anywhere else.
OWN THIS EXPERIENCEEvery AFC class is a 60-minute, coach-led experience built around science-backed programming — six stations, strength paired with conditioning, and a structure that ensures every member walks out feeling strong. This isn't random fitness. There's a method to it.
Your Coach breaks down the full workout before a single rep is thrown — movements, execution cues, and tips to make sure you walk out feeling strong from start to finish.
A full-body warm-up led by your Coach, intentionally connected to that day's workout movements. You'll be primed, prepped, and ready to push the pace from the first station.
Six minutes of work, one minute to rest and rotate. Six stations of total-body strength and conditioning — structured, intentional, and built to drive real results every single week.
Your Coach closes out every class with a full-body stretch. You leave ready to take on the rest of your day — not broken down, but built up.
Each 13-week training block is made up of three micro cycles, each featuring a four-week progression: Capacity → Tenacity → Intensity → Peak Week. Every week builds upon the last, driving progressive overload and real results.
The foundation. Longer conditioning intervals and higher rep counts establish your aerobic base. The work should feel challenging but controlled — you should be able to repeat it again tomorrow.
The work is decidedly uncomfortable. Mid-duration intervals and mid-tier rep counts push you beyond comfort while keeping you in control. Breathing is heavy. Focus is required. Stay composed under pressure.
Shorter bouts, lower rep counts, near-maximal effort. Efforts are sharp and intentional. You know recovery is coming — but you have to earn it. Move fast, move with intent.
Everything you've built over three weeks comes together. Each class features a singular moment to hit RPE 10 — a chance to PR within a specific movement or conditioning element. You've been building to this. Now perform.
After completing three micro cycles, members enter Taper Week — a deliberate reduction in training intensity designed to encourage intentional recovery. Members are coached to listen to their bodies, show up, and prepare to perform.
At the conclusion of Taper Week, members get the ultimate payoff: the chance to compete in one of our brandwide competitions alongside the entire AFC community.
Membership-based model with strong EBITDA margins and a proven pre-sales playbook designed to build revenue before you ever open your doors.
Our members don't just attend — they recruit. AFC's culture creates a powerful organic referral engine that big box gyms simply cannot replicate.
A completely scalable franchise model designed for multi-unit growth. Leverage our vendor relationships and infrastructure to expand faster and smarter.
From real estate and construction to marketing, hiring, and grand opening — our team walks with you every step of the way, before and after launch.
Our national real estate team compiles all available sites, walks you through them, handles lease negotiations in partnership with our construction and architecture partners so you can sign with confidence and start the process off on the right foot.
Our team coordinates bids, standardizes vendor comparisons, and keeps you, the contractor, and HQ in lockstep from blueprints all the way through the final walk-through.
Upon lease signing, your onboarding begins — this starts your tech stack setup, your education on the brand and our systems, features two in-person training experiences, and hands-on support as we source and onboard your Manager and Lead Coach.
Once we've onboarded your Manager and begun to collect leads, pre-sales begins. You, your Manager, and your team will begin to sell memberships together — building community and brand awareness before the doors even open.
HQ guides your audition process from start to finish — formal rounds, virtual and in-person training, and a playbook that ensures every coach on your floor is ready to deliver.
A 3–4 day on-site intensive with HQ brings your team fully online. Friends and family classes round out the week — stress-testing your operation before a single paying member walks in.
Pre-sale members experience their first class. Then the studio opens its doors to the world — a milestone for you, your team, and the community you've spent months building.
Our team remains hands on over the course of the months following your opening helping ensure all the best practices we've worked hard to deploy are followed, setting you and your location up for success.
"We don't want to become just another group fitness brand. We want to do it different. We refuse to be the norm."
Sam Tooley is a lifelong entrepreneur with one obsession: building businesses that help people believe in themselves — in and out of the gym. Alpha Fit Club was built on a simple but powerful idea — take the energy of city-inspired group fitness and bring it somewhere it had never been. In April 2019, Sam and his team opened the first Alpha Fit Club in his hometown of Westfield, New Jersey.
Less than a year later, the pandemic shut the doors. Most would have walked away. They didn't. They fought through it, and in 2021 opened their second and third corporate studios. It was clear — people weren't just craving a workout. They were craving community, connection, and something real.
But they knew an experience alone wouldn't be enough. It had to be backed by science. They built a progressive programming model rooted in a balanced attack of strength and conditioning at a time when few in boutique fitness were paying attention to either. AFC was early to strength training. Even earlier to the hybrid model. And one of the only brands willing to bridge the gap between a world-class member experience and a methodology they could stake their reputation on.
Since launching franchising at the end of 2022, AFC has opened 20 studios and sold 30+ additional units across the East Coast. That same underdog mentality — the grit you feel the moment you walk into any AFC studio — is what Sam and his team bring to every new market, and what they're looking for in every partner they build with.
Our best franchise owners share a few things in common. If these sound like you, we want to hear from you.
You believe in building something beyond a business — a place where people belong and are genuinely changed by showing up.
You bring business acumen, leadership experience, or an entrepreneurial track record — and you know how to build and manage a team.
You don't need to be a trainer. But you care about health, wellness, and helping people show up as the best version of themselves.
You follow systems, trust the process, and show up every day. Our playbook is proven — but it only works if you work it.
Our model is built to scale. Many of our owners are already planning their second location before they've opened their first.
You value having a team behind you — not just at launch, but every week after. We're invested in your success for the long haul.
Fill out the form below and a member of our franchise team will be in touch within 24 hours.
By submitting this form, you agree to be contacted by the Alpha Fit Club franchise team. Your information will never be sold or shared with third parties. This is not an offer to sell a franchise.