From a 700-Square-Foot Studio to a Fitness Empire

Tooley’s journey began in the wake of profound personal loss. After the sudden death of his father and a tragic house fire that claimed his younger brother, he turned to coaching as his primary outlet. He moved from training endurance athletes online to opening a modest personal training studio in New Jersey. Rather than focusing on rapid expansion, Tooley prioritized the "lobby life"—a culture where members are known by name—and a method he calls "approachable athleticism."

This foundation allowed the brand to survive the pandemic, during which Tooley pivoted to outdoor workouts and Zoom sessions to maintain connection. By keeping the business model replicable from the start, he successfully transitioned from a single-studio operator to a franchisor. The brand’s evolution hits a milestone on October 3, as the company hosts the Alpha Games at the American Dream Mall. Featuring 1,550 competitors, the event has grown from a local challenge into a massive spectacle, underscoring Tooley’s belief that success in franchising relies on selecting partners who possess true entrepreneurial spirit. For Tooley, the focus remains on the work, ensuring that every new studio maintains the same intensity and community feel as his original 700-square-foot space.