What it takes to stay an Alpha

By Laurie Gordon
NEWTON — Alpha Fitness just introduced a $19.99 per month payment plan. That's hard to beat. With other gyms coming into the area, the fee along with Alpha's continued emphasis on a family environment have kept the gym on Clinton Street in Newton thriving.
“We support and encourage everyone at a personal level,” said Anthony Freda who owns the gym with his wife, Janessa. “In comparision, at the local chain gyms the people are scan card numbers.”
Freda said, “Alpha Fitness was built with passion. The local chain gyms were built for business only. At Alpha we are hands on: I teach the classes, exercise in the gym just like everyone else, Janessa takes the classes, and we work at the front desk together. You will not find the local chain gym owners doing any of this.”
Of utmost importance, Freda stressed, “We have no gimmicks. We have a full class schedule with the best instructors around. The local chains either offer you a television or want to up-sell you to memberships that are nothing more than group classes.”
A couple of months ago, the gym added a smoothie bar. It's open to both members and the general public and has become quite the rage.
“The AFresh Smoothie Bar is doing phenomenal," Freda said. "Everyone loves them. We have grown the menu and even added loyalty cards. Our newest is Peach Cobbler. Green Pineapple is still the most popular.”
Events and activities that Alpha Fitness sponsors include: the All Cancers Suck Color Run 5K on August 18.
“I am doing the warm-up for the entire event and our Zumba instructor Cesar will do Zumba to close the event,” Freda said. “Also, we are the main sponsor of the Healthy Kids Running Series for the third time this coming fall.”
Another one of the gym's draws is the “Little Alphas,” a complimentary Child Watch.
Freda said, “Recently, we introduced A Little Alphas Group Fitness program for the kids. The series introduces the kids to fitness while keeping it fun. Never too young to start. We are going to start doing Little Alphas Birthday parties too.”
Once Alpha expands its freeweight area, it will have grown to 15,000 square feet, four storefronts with lower levels.
“Within the last month we opened the new Alpha Studio and Spin Room for all of our amazing group classes,” Freda said.”That was the fourth storefront (formerly J & G Pet Supply). We completely transformed the space.”
There are other gyms in town now, but Dan Christiano, of Stillwater, chose Alpha Fitness for the family atmosphere. “I started going to Alpha in February. I chose Alpha because I was at Powerhouse when it opened, as I used to go to Fitness Nation. Powerhouse feels more like a Planet Fitness then a hardcore gym and Retro wasn’t built yet. Alpha is a family-run business and has a family atmosphere.”
“I never belonged to a gym before and I took a class for free and decided I needed to do something different than I was doing," Jennifer Alviani, of Fredon, said. "So I literally signed up that day. I love taking their classes and their instructors are the best! They completely make you feel like part of the Alpha family. I have been going there for about two years now. Every class is challenging and the instructors make it different so you don’t get bored. Every time I go there I am welcomed with a friendly smile and greeted by my first name. It was the best decision I ever made.”
Freda said, “I love the idea of playing up being a small business and supporting local small business. We take great pride in that fact. The bully chain gyms came in to the town thinking that the chain names will win out. They couldn't have been more wrong. Alpha is a special place. The environment, relationships, and passion we have goes far beyond business.”