Franchisee Spotlight: Alpha Fit Club In Bayonne, New Jersey

Alpha Fit Club Bayonne isn’t just a gym — it’s a community hub shaped by three siblings who built an inclusive, high-energy culture that members can’t stay away from.

Neither Bea, Celine nor Neil Pascual came from the fitness industry before launching their Alpha Fit Club this summer. 

While Celine, who found a passion for physical therapy after injuries derailed her own athletic career, and Neil, a teacher and basketball coach, were both familiar with related pursuits, Bea only viewed fitness as a way to maintain healthy living up until her 30s, owning a marketing agency and also working as a teacher during that time as well. 

They did, however, all come from Bayonne, N.J., having moved there after immigrating from the Philippines. That was more than enough. 

Before opening their location, Bea and Celine first tried Alpha Fit Club in Brick and Jersey City, N.J. They quickly fell in love with the brand’s strong community and versatile workouts, becoming fans almost instantly. But their close pulse on their local community told them something more. They knew if they leveraged their home’s identity with Alpha Fit Club’s product, they could build something special.”

“Bayonne rides so hard for one another in every sporting aspect that we have in this town,” Celine said. “Whether it’s a local competition, football, gymnastics or cheer, there’s nothing like it.” 

“Celine called me, and she was like, ‘I think this would do really well in Bayonne.’… The next week, we were signing paperwork,” Bea recalled. 

After that, the results spoke for themselves — the Pascuals were right to follow their guts. They blew past their goal of 300 presale memberships, reeling in more than 450. They also captured more than 70% of the rollovers, making Alpha Fit Club Bayonne one of the brand’s most successful franchise locations. 

Why Alpha Fit Club

While Bea and Celine’s appreciation for Alpha Fit Club’s programming put the brand on their radar as a business venture, it was the organization’s welcoming ambiance and ability to meet consumers where they’re at that separated the fitness business opportunity from others. 

“When you’re coming in, there’s a sense of community and a sense of program that’s welcoming to everybody,” Celine explained. “It’s the five-star experience — members feel welcomed, but they also understand that this can be for anyone.” 

credit: Alpha Fit Club

Alpha Fit Club’s programming is built around a 13-week training cycle that can be modified to whatever skill level an attendee is at. This makes it a home for Hyrox competitors, 70-year-olds, people who were just pregnant and everyone in between. 

Each week also brings a different set of exercises, which keeps fitness fresh for everyday attendees. 

“Every single workout is different, and every week is different,” Celine said. “It’s not like other studios, where you go in and then the coach is just making up a workout for that day. There is a purpose behind it, and it’s only for people to get better. That’s one of the great things I love about the program.”

An Extended Community

The Pascuals’ commitment to inclusivity and community also led them to extend theirs beyond their gym walls. The Bayonne location has its own social club outside the gym, a community board and a run club that meets on Sundays, which the Pascuals attribute much of their success to. 

“That’s how strong our community is,” Bea said. “We hang out outside of work, we plan out things, we post what upcoming races everyone’s doing and there are other members who also join. It’s amazing.”

They keep it going in-studio as well, championing the same culture that made the franchise stand out to them in the first place. 

credit: Alpha Fit Club

“I never wanted this to feel like a cookie-cutter gym,” Celine said. “You walk in, people know your name, you’re talking and you’re hanging out…I’ve had members tell me that this does not feel like a franchise.”

The communal appeal has helped members stick, as Neil noted that a few hit their 100-class milestone before the gym reached 90 days of operation. Celine also added that one specific member hit the 100-class mark in just 67 days.   

“Is it crazy? Yes, because he was doing doubles here and there, but it also just shows the love for the community,” she said. 

Support From the Top

But as well-equipped as the Pascuals were to their operation, they didn’t do it without help. When it came to marketing, construction or general business questions, Alpha Fit Club HQ provided hands-on support that differed from the norm in the fitness industry. 

Bea, Celine and Neil received a guidebook in the early stages of their launch — and an open line of communication for anything they need. 

“There were so many people that you could call right away, and a response was there,” Celine said. “It was not like, ‘Here, we’re handing this over. This is just a franchise.’ It was more personable. It’s like a family where you’re constantly getting support or advice. Everything’s always an open dialogue.” 

Bea Pascual, Celine Pascual and Neil Pascual with Alpha Fit Club co-founder and CEO Sam Tooley (credit: Alpha Fit Club)

The brand supports franchisees who want to adapt their offerings differently to better serve their local markets, such as the Bayonne area’s run club or its “Tunnels to Tower” fundraiser. Other Alpha Fit Clubs also provide aid to each other. 

“The community is big,” Bea said. “We’ve met other franchise owners, their managers, their coaches, even some of their members and we can say, it’s not a competition at all. We’re like a big family.”

Final Advice

For anyone looking to follow in the Pascuals’ footsteps, Celine and Bea both endorse building the in-studio community before anything else, and operating with a positive attitude. 

“Love what you do and do it for others,” Celine said.

“Don’t think of it as opening a business,” Bea added. “Think of it as you’re building a community, because once you build that community, the business is second, and it will just fall into place.”

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