Alpha Fit Club (AFC) is accelerating its expansion across the East Coast as the premium strength and conditioning franchise continues building toward a national footprint. Supporting that growth, the company today announced an exclusive partnership with PLAE, the leader in integrated performance training environments, to create a consistent premium training experience across future studios.
The partnership follows a year of significant franchise growth for Alpha Fit Club. After selling more than two dozen franchise locations across the East Coast, the company expects to have nearly 30 studios operating by the end of 2026, with another wave of openings planned throughout 2027. New markets include West Palm Beach, Florida; Fairfield, Connecticut; Philadelphia and Chalfont, Pennsylvania; and Larchmont, New York, with additional locations expected as the brand continues expanding into new regions.
As Alpha Fit Club grows, PLAE will become the brand’s exclusive performance partner for all newly awarded franchise locations, creating a consistent training environment and premium member experience across future studios. The new performance package will debut at Alpha Fit Club’s Larchmont, New York location before rolling out across future franchise openings.
“Growth only matters if the experience improves along with it,” said Sam Tooley, CEO of Alpha Fit Club. “As we expand into new markets, we’re committed to delivering the same premium training experience in every studio. 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.”
Unlike a traditional equipment supplier relationship, the partnership establishes a standardized performance environment for every future Alpha Fit Club location. From flooring and racks to integrated strength and conditioning systems, each new studio will be designed around a consistent training experience that supports both members and franchise owners as the brand scales.
PLAE designs and manufactures integrated performance surfaces, racks and strength equipment trusted by professional sports organizations, collegiate athletic programs, Olympic training centers, tactical facilities and premium fitness brands. Through the partnership, Alpha Fit Club members will train using the same caliber of performance environment found in elite athletic facilities.
“At PLAE, our mission is to inspire performance and unlock human potential,” said Brett Waits, Founder and CEO of PLAE. “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.”
The partnership also reinforces Alpha Fit Club’s commitment to franchise development. Existing studios and previously awarded franchise locations will continue operating with their current equipment packages, while all new franchise sales moving forward will feature the PLAE performance environment as the brand standard. The investment reflects Alpha Fit Club’s long-term strategy of delivering consistency across every market while providing franchise owners with a premium, turnkey operating model.
The announcement follows continued brand momentum beyond studio growth. Earlier this month, Alpha Fit Club sold out its third annual Alpha Games Main Event, attracting 1,800 competitors and thousands of spectators to American Dream in New Jersey on October 3, 2026. PLAE will serve as the official performance partner of this year’s event, introducing the partnership to Alpha Fit Club’s growing community of athletes, members and franchise partners.
The PLAE partnership also coincides with Alpha Fit Club’s refreshed brand identity, reflecting the company’s evolution as it expands beyond its New Jersey roots into new markets across the country. Together, the refreshed brand and new performance partnership represent Alpha Fit Club’s continued investment in delivering a premium strength and conditioning experience for both members and franchisees.
Alpha Fit Club is a premium strength and conditioning franchise combining expertly programmed group training with a supportive, community-focused atmosphere. Founded in New Jersey, the brand currently operates 20 studios and is rapidly expanding across the East Coast through franchising. Designed to deliver the energy of a boutique fitness experience with the consistency of a scalable franchise system, Alpha Fit Club is committed to helping members train harder, perform better and build lasting community.
Learn more at www.alphafitclub.com or follow @alphafitclub on Instagram.
About PLAE
The world’s best training environments are built by PLAE. Since 2009, PLAE has designed and manufactured custom performance surfaces, racks, and strength and conditioning equipment engineered as one integrated system. Trusted by leading athletic programs, professional organizations, fitness brands, educational institutions, and tactical facilities, PLAE creates environments that inspire human performance and unlock human potential.
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