Insights

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The Model Isn’t The Moat: Data, Domain And Distribution Are In The Age Of Agents

The frontier model is no longer the advantage, it’s a commodity. Harshil Shah breaks down what actually creates an edge in the age of agents. Published on Forbes.

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Perkville and AltaDX partner to bring native referrals, rewards and challenges into enterprise fitness mobile apps

Perkville and AltaDX partner to bring native referrals, rewards and challenges into enterprise fitness mobile apps AltaDX has built and enhanced mobile apps for leading…

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Operators Winning the Speed-to-Lead Race Are Doing One Thing Differently

Rather than simply responding faster, leading fitness brands are rebuilding how lead engagement works from the first interaction onward.

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ATN Innovation Summit ’26 Day Two: Building the Future of Fitness & Wellness

Al Noshirvani, executive chairman at AltaDX, Zakaria Mansour, co-founder and CEO of bsport, Travis Shannon, CTO of Hapana, Jeff Sanders, chief growth officer at Energy Fitness and Mike Neff, EVP of Crunch Fitness spoke on the fitness industry’s natural progression toward more open APIs.

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AltaDX Group and LeisureLabs Announce Strategic Global Alliance to Define the Future of Fitness & Wellness Tech Services

AltaDX Group and LeisureLabs Announce Strategic Global Alliance to Define the Future of Fitness & Wellness Tech Services AltaDX Group and LeisureLabs unite to form…

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The Intelligent Fitness Revolution

The fitness industry is entering an intelligent revolution powered by AI, unified data and measurable performance. Technology now enables personalization at scale while optimizing staffing, billing and collections to strengthen both member experience and financial outcomes.

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Transparency Matters: The Real Cost of Credit Card Surcharging

Transparency Matters: The Real Cost of Credit Card Surcharging Written by Al Noshirvani, Managing Partner  Credit card surcharging has become widely accepted—and in many cases,…

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ALTA Technology Group and DXFactor are now AltaDX

FOR IMMEDIATE RELEASE ALTA Technology Group and DXFactor Unite to Form ALTA DX Group, Delivering Strategic Leadership and Productized AI Outcomes for Fitness, Wellness, and…

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Stop fighting your reports. Own your data.

Stop fighting your reports. Own your data. By Al Noshirvani, Managing Partner Most gyms complain about the reports they get from their member management systems….

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Convenience is killing optionality…. 

Convenience is killing optionality….  by Al Noshirvani Over the past few years, we’ve seen a huge push for software companies to bundle integrated payment processing…

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2025: A YEAR OF GROWTH FOR THE GLOBAL INDUSTRY

Tara Levitt, Managing Partner of ALTA Technology Group, contributed to the recent industry outlook, 2025: 
A YEAR OF GROWTH FOR THE GLOBAL INDUSTRY, published by HFA.