Alpha Fit Club (AFC) tapped Jersey Sports Group (JSG) as its official commercial sales and marketing partner to help scale Alpha Games, the brand’s signature competitive fitness event.
The collaboration unites two fast-growing, New Jersey-rooted companies built on hustle, community, and a shared ambition to elevate the region’s sports and fitness landscape, according to a press release.
Jersey Sports Group Will Lead Alpha Games Sponsorship Strategy and Sales
Alpha Fit Club said it is among New Jersey’s most influential health and wellness communities and known for its culture, consistency, and high-energy environment.
Jersey Sports Group is emerging as one of the fastest-growing boutique sports agencies in the Meadowlands region. He has built a reputation for identifying rising brands and properties, securing talent partnerships, and delivering best-in-class commercial strategies.
Together, AFC and JSG are aligning around a shared belief: New Jersey has something powerful to say in the sports, fitness, and community space — and this partnership is designed to make that voice louder behind Alpha Games.
“We’ve always believed Alpha Games could be something bigger than a competition — more of a cultural moment for the community,” said Alpha Fit Club Founder/CEO, Sam Tooley.
“Partnering with Jersey Sports Group gives us the strategic horsepower, commercial vision, and New Jersey grit to grow this event into a true staple on the regional sports calendar. JSG understands where we come from, who we serve, and what we’re building,” Tooley added.
As part of the partnership, Jersey Sports Group will guide the long-term commercial and brand growth of Alpha Games — from partnership strategy to event storytelling — and will support the build and launch of a new Alpha Games digital platform.
The collaboration also introduces a dedicated partnership development team assigned to Alpha Games year-round. JSG’s said it believes in the event’s reach and cultural relevance it can bring to corporate partners.
“This is exactly the type of brand we love partnering with — community-driven, ambitious, and built from the ground up with heart,” said Eddie Nicastro, Founder and CEO of Jersey Sports Group.
“Alpha Fit Club has become a force in New Jersey. Alpha Games is a natural extension of that brand and culture. We’re proud to build the partner portfolio, elevate the brand experience, and help create something that feels uniquely Jersey — gritty, inclusive, competitive, and full of energy,” Nicastro added.
Both organizations see this partnership as the beginning of a multi-year movement, not a one-off collaboration. With AFC expanding its presence and community strength across the state, and JSG rapidly scaling its footprint in sports marketing and property representation, the timing is ideal for a long-term alliance that blends fitness, sport, culture, and community impact, according to the statement.
Alpha Games will return in 2026 with an expanded format, an elevated event experience, new brand partnerships, and a renewed commitment to delivering one of the most inspiring competitive fitness gatherings in the region.
JSG and AFC will announce a new venue partnership in the coming weeks, supporting the vision for continued growth around Alpha Games.
Alpha Fit Club has swiftly emerged as one of New Jersey’s most influential health and fitness communities, renowned for its vibrant culture and energetic atmosphere.
Jersey Sports Group has established itself as one of the fastest-growing boutique sports agencies, gaining acclaim for recognizing promising brands and properties, securing talent partnerships, and crafting exceptional commercial strategies.
United by a common vision, AFC and JSG said both companies believe in New Jersey’s potential to make a significant impact in the sports, fitness, and community sectors. This partnership aims to amplify that voice through Alpha Games.
About Alpha Fit Club
Sam Tooley, 33, is the co-founder and CEO of the Alpha Fit Club franchise and oversees 21 locations in New Jersey. Additional locations have been sold in the Garden State, and expansion plans are being worked out for locations in Westchester and Long Island in New York, Connecticut, and Pennsylvania in the works in.
The fitness franchise, which launched in 2022, focuses on circuit-style training. Exclusively in New Jersey, Alpha Fit Club sold over 25 locations in 12 months.
Alpha Fit Club is a community-driven group fitness concept built around strength, accountability, and community. Through high-energy, circuit-style classes, Alpha Fit Club brings people together to push limits, build confidence, and celebrate progress — inside and outside the gym.
Alpha Fit Club aims to empower circuit-style group fitness classes. Through the ideal blend of strength training and conditioning, Alpha Fit Club maximizes fitness, builds confidence, and cultivates community.
Built around a 13-week training cycle that can be modified to the user’s skill level, Alpha Fit Club’s programming is suitable for everyone from Hyrox competitors to senior citizens, and everyone in between. Each week also brings a different set of exercises, which keeps fitness fresh for everyday attendees, according to the release.
About Alpha Games
Alpha Games is the flagship community fitness event hosted by Alpha Fit Club. The competitive fitness tournament brings together members across the brand under one roof for an energetic, inclusive, and high-impact contest rooted in New Jersey culture.
As part of the agreement, Jersey Sports Group has assigned a dedicated partnership development team to Alpha Games on a year-round basis. The agency will manage partner strategy and activation, with the aim of building a sustainable portfolio aligned with the event’s competitive fitness positioning.
Designed to test members’ progress, these high-energy, team-based events bring together participants from all AFC locations across New Jersey for a day of competition, community, and intense training, according to the press release. Key aspects of the Alpha Games include:
- Format: The competition focuses on teams of two (Male, Female, or Mixed Doubles) navigating a high-intensity, circuit-style workout designed to simulate the daily training experience, but at a “pedal to the metal” intensity.
- The Workout (2025 Examples): Challenges often include a 1,000-meter SkiErg run, 60 dumbbell thrusters, 80-calorie air bike, 50 medicine ball sit-ups, a 1,000-meter row, 60 burpees, and a 1-mile Skillmill run.
- Atmosphere: The event emphasizes a “One Pack” mentality, featuring over 900 competitors, 100+ staff, and hundreds of spectators, often held in large venues like The Armory in Westfield, NJ.
- Inclusivity & Seeding: While competitive, the event is designed to be accessible to various fitness levels, with coaches seeding teams based on ability to ensure challenging yet appropriate matchups.
About Jersey Sports Group
Jersey Sports Group (JSG) is a sports marketing and commercial partnerships agency headquartered in New Jersey. JSG specializes in Brand Consulting, Property Sales, Talent Marketing, and NIL Representation, serving athletes, sports properties, and regional brands that activate in the sports and entertainment marketplace.
JSG specializes in driving revenue for sports properties, athletes, and brands through tailored partnerships, NIL advisory, and event marketing, notably serving as the agency of record for Centenary University and Alpha Fit Club.
