Alphalete Ecommerce Brand

How Alphalete Grow a $100 Million Gym Apparel Brand

How Alphalete Became a $100 Million Gym Apparel Brand

Building an e-commerce brand is more than just stocking products; it's a lot more!

In today's online world, competition is fierce, and you need to stand out. Take, for example, Alphalete Athletics.

They operate in the highly competitive fitness apparel sector, dominated by giants like Lululemon and Gymshark.

But Alphalete Leggings have not just survived; they've thrived:

  • Multi-million dollar annual revenue.
  • An engaged 750k+ Instagram following.
  • Thousands attend meet-ups worldwide, and their Texas gym sells their gear.

In this post, we'll uncover Alphalete's success secrets, focusing on quality content and community building in a competitive market.

The Alphalete Journey

Christian Guzman drives Alphalete's journey. He started with a basic YouTube channel, sharing his bodybuilding and daily life. He later ventured into coaching and launched a gym.

This journey led to the sale of CG Fitness-branded apparel, both online and at his gym, igniting his passion for athletic wear design.

Then came a strategic re-branding, giving birth to Alphalete.

Branding is vital in today's e-commerce world; consumers want to support brands they connect with personally.

The Alphalete Mission

Behind the logo, Alphalete had a clear mission:

Guzman aimed to create elite workout and lifestyle attire that he'd wear personally. Quality was the core focus, exceeding price expectations. This meant:

  • Crafting durable materials for high-performance demands.
  • Maintaining meticulous control over production.

With the brand's mission set, it was time to start selling.

Growth Tactic #1: Document the Journey

Alphalete launched officially in early 2015, and Guzman documented every step in his vlogs

Viewers got an inside look at the business's ups and downs. This transparency showcased the brand's close-knit and family-oriented culture, building trust with potential customers.

Growth Tactic #2: Launch-Based E-commerce

Initially, Alphalete followed a traditional e-commerce model:

  • Standard online store with various products.
  • Ongoing ads and campaigns.
  • Directing customers to typical product pages.
  • Large inventory for customer choice.

However, due to the brand's nature, Guzman shifted to a launch-based approach with occasional restocks.

No more continuous year-round marketing; instead, they allocated resources to:

  1. Grow and engage their audience with quality social media content.
  2. Hype "launch weeks" for new products throughout the year.

As the company expanded, so did the scale of its launches in terms of product variety and global reach.

Growth Tactic #3: FOMO-Based Marketing

A launch-based model creates urgency, driving customers to act quickly before products sell out.

Alphalete capitalizes on this with FOMO (fear of missing out) marketing:

Alphalete Apparel Brand marketing

This approach makes low stock seem exclusive and eliminates the need for frequent sales or discount codes.

Growth Tactic #4: Authenticity with the Tribe

Alphalete fully embraces its launch-based model.

Guzman never launches the same product twice, creating authentic FOMO.

Each launch includes redesigned or enhanced products, often based on customer feedback, demonstrating dedication to customer interaction and product improvement.

Influencers review and discuss these product changes with each launch:

This constant product evolution means:
  1. Each launch is a unique opportunity to buy the latest product.
  2. Customers can justify repeat purchases with new colors or enhancements at each launch.

Growth Tactic #5: Quality Content

Alphalete creates extensive graphic and video content, especially during launch weeks:

  • Professional photoshoot campaigns.
  • Motivational videos and posts.
  • Workout videos and vlogs on Guzman's YouTube channel.
  • Interviews and features on Alphalete-sponsored athletes.
  • Detailed sizing guides and product reviews.

These photoshoots cater perfectly to Instagram's audience:

Growth Tactic #6: Community Engagement

Alphalete focuses on creating a tight-knit community of fitness enthusiasts:

  • Inviting customers and fans to meetups and events to foster a sense of belonging.
  • Sharing user-generated content and reviews on their social media platforms.
  • Encouraging customers to tag and share their Alphalete experiences.
  • Regularly engaging with comments and messages for a strong online presence.

Community building cultivates a loyal customer base and passionate advocates for the brand.

Growth Tactic #7: Real, In-Person Experiences

Alphalete values community and customer interaction:

They started creating in-person experiences, bridging the gap between an online store and a tangible community.

In 2017, Alphalete's influencer team embarked on a world tour in seven cities across Europe and North America: This set the stage for future meet-ups and sponsored events, like the one in London in March 2019: These events focus on: - Building a sense of community. - Generating social media buzz as attendees share their experiences. - Strengthening brand loyalty.

To complement this strategy, Alphalete runs a 19,000 square foot gym in Texas: The gym centers around community, often featuring members in social content and Guzman's vlogs to enhance the brand's online and offline presence. Members and attendees enjoy discounts on Alphalete products and exclusive merchandise at the gym's front desk, generating trackable revenue through gym software.


Alphalete's transformation from a small gym apparel brand into a multimillion-dollar e-commerce powerhouse showcases the power of authenticity, quality, and community engagement. Their focus on launch-based e-commerce, FOMO marketing, and continuous product improvement has allowed them to thrive in a competitive market.

If you want to replicate their success, remember the importance of quality content, community building, and creating a sense of urgency for your customers. It's not just about selling products; it's about building a brand people want to be a part of.

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