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

AltaDX Group, a North America-based fitness and wellness technology consultancy, and LeisureLabs, an EMEA-based fitness technology specialist, have announced a strategic alliance. This partnership aims to create the world's first globally coordinated technology services and consulting capability specifically designed for the health, fitness, beauty, and wellness industries.

The alliance combines AltaDX Group’s North American operator relationships and AI-driven technology expertise with LeisureLabs’ European market leadership. This creates a platform capable of delivering multi-region programs for operators, suppliers, and investors across the sector.

Within this alliance, both firms will operate as regional hubs under a shared global network layer. They will maintain independent client ownership and local agility while pooling methodologies, talent, and delivery standards across regions. This framework will provide clients with a seamless engagement experience and clear accountability across multi-market projects.

Alliance focus areas

Initial focus areas for the alliance include:

• AI agent deployment
• Payments optimization
• Digital transformation
• Customer experience
• Technology advisory services for mid-market and enterprise fitness and wellness operators across North America and EMEA.

Expansion into APAC and LATAM is also on the roadmap.

Industry impact

> “The fitness industry has never had a consulting partner that can walk in the door in New York and deliver the same quality of work in London, Dubai, or Amsterdam. This alliance changes that. We’re building something the market has been waiting for, and we’re building it with the best team in Europe. Alex and Charles have built something truly unique at LeisureLabs.” > — Al Noshirvani, Founder and Executive Chairman of AltaDX Group

Alex Peacock, Co-Founder of LeisureLabs, further elaborated: “Operators are increasingly looking for strategic partners that understand both the complexity of the global fitness technology ecosystem and the realities of local market delivery. By combining AltaDX’s strength in North America with our experience across EMEA, we’re creating a genuinely global capability that neither business could credibly offer alone. Most importantly, we’re doing it in a way that preserves the entrepreneurial culture, speed, and specialist expertise that both organizations are known for.”

The alliance will also collaborate on joint thought leadership initiatives, industry benchmarking, and global market insights. These efforts are designed to support operators as they navigate rapid changes across AI, digital infrastructure, member experience, and connected fitness ecosystems.