How Sam Tooley Scaled Alpha Fit Club From One Studio to 20+
In this episode of Multi-Studio Mastery, we sat down with Sam Tooley, CEO & co-founder of Alpha Fit Club, to unpack how he turned a local strength and conditioning concept into a fast-growing franchise with over 20+ locations and counting.
Sam's journey is proof that scaling doesn't mean selling out. From bootstrapping his first gym in his hometown of Westfield, NJ, to navigating a global shutdown just months after launching, Sam shares what it really takes to grow with integrity, lead during chaos, and build a brand that people want to be part of, not just buy into.
Whether you're an owner with two studios or ten, this episode is full of unfiltered insights on franchising, leadership, member retention, and weathering the storm when everything feels like it’s on fire.
Key Takeaways from the Episode:
1. The Power of Starting Local:
Sam built his first Alpha Fit Club where his roots ran deepest. It wasn’t just smart, it was intentional. He leveraged hometown support and familiarity to build momentum before expanding outward.
2. Scaling During the Worst Time (and Still Winning):
Alpha launched right before COVID hit. Instead of folding, Sam took workouts to the streets, literally. With whiteboards, boomboxes, and a tent from Party City, Alpha doubled down when others paused. That risk led to exponential growth post-pandemic.
3. Franchising Isn't Passive (and That's the Point):
Sam's first 20 franchisees bought in before the first franchise even opened. Why? Because they believed in the mission. But Sam’s honest: franchising is not a hands-off play. You have to do the work, and that’s exactly who he looks for in franchise partners.
4. Community-First Always Wins:
Alpha isn’t just about workouts, it’s about confidence, connection, and consistency. Sam shares how keeping the why front and center is what powers both member loyalty and franchise performance.
5. Leadership Without BS:
From hiring to training to conflict, Sam talks candidly about the realities of leading a fast-growing team. Spoiler: there’s no secret sauce. Just relentless focus, clear standards, and learning fast from every failure.
Want the Full Story?
Catch the full conversation with Sam Tooley on Multi-Studio Mastery, it's packed with practical lessons and hard-earned wisdom for studio owners serious about scale.
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