Discover Our Story

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We help enterprise health + fitness organizations harness the power of technology to go farther, faster.

Established by fitness and technology industry veterans, our boutique management consulting firm bridges the gap between the unique needs of our clients and the capabilities of the technology they are working with.

We believe that technology is the key to solving complex business challenges, driving innovation, and achieving sustainable growth.

 

Meet the Team

Managing Partner

Al Noshirvani

Al Noshirvani is a Co-Founder and Managing Partner at ALTA Technology Group, a management consulting firm focused on the HALO (health, active lifestyle and outdoors) industry. Prior to launching ALTA, Al was the Co-Founder, CEO, and Chairman of Motionsoft Inc from which he successfully exited.

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Managing Partner

Tara Levitt

As Co-Founder and Managing Partner of ALTA Technology Group, Tara provides strategic consulting and fractional CXO services to Top 100 fitness organizations. Tara was “raised by the fitness industry,” having spent the majority of her career in the member management software and operations space, in nearly every business division within it.

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Associate Partner

Rachel Harrison

As Senior Analyst for ALTA Technology Group, Rachel ensures the accuracy and efficiency of data for our clients, helping them find a better path to profitability and operational excellence.

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VP of Sales

Toni LaCross

In her role as Senior Analyst, Toni empowers our clients to harness the full potential of technology to streamline operations, improve customer experiences, and increase profitability. Toni's personal passion for fitness, combined with her extensive experience in sales, marketing, and operations has given her a unique perspective when it comes to our clients.

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Administrative Coordinator

Tristyn Fish

As Administrative Coordinator, Tristyn ensures ALTA’s operations run smoothly so we can best serve our clients. For Tristyn, it's all in the details. Her penchant for organization, along with her background in the service industry, has made a tremendous impact for both our clients and team.

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Senior Project Manager

Alisha Copeland

Alisha Copeland is a seasoned professional with over 5.5 years of experience in the tech industry.

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Junior Partner

Hannah Marker

In her role as an Analyst, Hannah plays a key role in assessing and implementing technology solutions to meet our client’s needs.

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Selecting a software is a difficult and stressful process that will impact an organization for many years. Thanks to ALTA for understanding our needs, creating an RFP, evaluating the proposals and reviewing the contract. They have the perfect expertise to bridge the fitness and technology worlds.

Cincinnati Sports Club

Thomas Fiorini, President & CEO

ALTA has been a strategic partner for Planet Fitness as we have navigated the many choices that an organization of our size must consider when making technology decisions. Their guidance throughout our decision-making process was invaluable, demonstrating a deep understanding of our unique requirements. Their insights helped to streamline our evaluation process, making them an indispensable asset to any organization seeking top-tier consultation in the health and fitness industry.

Planet Fitness

Scott Fogg, SVP – Franchise Services

From the start, ALTA has demonstrated a deep understanding of our needs and the industry. They expertly navigated our software renewal and negotiation process, delivering significant cost savings and additional benefits. Their professionalism, strategic approach, and commitment to our success make ALTA an invaluable asset for anyone seeking a successful software/payments contract negotiation. Al Noshirvani and his team are terrific to work with and provided excellent value to our outcome.

Fitness Formula Clubs

Gale Landers, Founder and CEO