Our Story

At ALPHA, we embody Community, Passion, Determination and Dedication. Our story begins with our founder, Pieter Schonfeldt, a lifelong fitness enthusiast with a relentless pursuit of excellence - A never-say-die attitude. Despite all adversity, our founder has always shown resilience, embraced every challenge and seeks opportunity to inspire others to overcome their own doubts and perceived limitations.


We believe that within each person lies an inner ALPHA waiting to be unleashed, hungry for greatness - whatever achievement of greatness means to you. Our mission is to help you fight for every rep, push past every barrier, overcome perceived or indoctrinated limitations and imperfections, and eliminate the phrases "I cannot do this" or "I am not good enough" from your vocabulary. We want you to always believe in yourself and through that belief, unlock your true potential.


At ALPHA, we’re not just about fitness gear and apparel; we’re about fostering a community that supports and uplifts each other. We are dedicated to being a beacon of integrity and passion, encouraging everyone to pay it forward and inspire others to become the best version of themselves.


Whether you’re just starting your fitness journey, for whatever reason, or you're a competitive elite athlete, ALPHA is for everyone. We hunger for you to feel supported while focusing on your goals, confident and comfortable in everything you do. Our gear is designed to support you in achieving your goals, whatever they may be, providing the perfect blend of quality, functionality and style. With ALPHA, you can focus on your performance, feel damn good, and look great while you're at it.


Always remember that while you're thinking you're not good enough or that you can't cut it, there's someone looking up to you, wishing they could do what you do. Be a beacon for those around you, even if you don't believe you are. Become an ALPHA, the person your peers or even your fiercest competition can look up to. ALPHA is not about being a figure of domination and ego, but of inspiration, integrity, leadership without authority, and paying it forward.


We’re more than just a brand. ALPHA is a statement. It represents a commitment to excellence, resilience, and unwavering dedication. Wearing ALPHA gear is not just about making a fashion statement; it's about making a personal declaration. It’s about striving to be your best self, inspiring those around you, and leading by example. ALPHA stands for pushing boundaries, overcoming obstacles, and never settling for anything less than your best.


Join us, wear the statement, and unleash the ALPHA within.