Westfield Resident Expands Business In Honor Of Late Brother

WESTFIELD, NJ - Sam Tooley lost his younger brother, home and most of his Earthly possessions in a devastating house fire in 2017 after signing the lease on his first fitness business. Now, nearly two years later, Dooley is expanding into a new space which he says honors his late brother.

"Jake was just 19-years-old and a rising sophomore in college. My heart was broken, as it is to this day, and everything I do is now to make him proud. Whether it's in building this business, inspiring others, motivating kids, my own training - it's all for him really."

Tooley said that fitness is an outlet for him and it has allowed him to work through some of the rough patches he has encountered.

"I was a high performing athlete growing up, a state champion cross country runner, and an elite middle distance runner. I loved the fact that running was fair, when life was sometimes not," Tooley said. "Work hard, get faster. It was simple."

Whether you meet Tooley in person, on the phone or communicate electronically the Westfield resident turned entrepreneur exudes high energy and enthusiasm.

Those qualities dovetail with the opening of Alpha Fit Club, located at 719 Central Avenue in Westfield, where Tooley will be training members. This new business, with a grand opening scheduled for next Friday, is an extension of his old one.

"I opened the original Alpha just under two years ago. I came home with the intention of coaching cross country and track at Westfield after college and was unsure what I wanted outside of that," Tooley said. "It was clear that was the right decision."

Tooley has roots deep in Westfield, his mother went to Westfield High and his grandparents were high school sweethearts at Westfield too.

"The town seems to be kind of stuck with us," Tooley said. "After Westfield I went off to Fairfield University where I got my degree in entrepreneurship."

After returning home Tooley launched an online business in tandem with and instagram account (@coach.samtooley) and both quickly took off.

"I found myself coaching runners all over the world and gaining a laughable amount of followers. Over the coming months I began to coach local runners and strength train youth athletes," Tooley said. "That summer I took a leap of faith and opened the original studio Alpha Performance - a tiny 750 sq. ft. hole in the wall which would start this whole journey."

Tooley said that the name Alpha has a very strong connection to the community, as it harkens back to his time at Westfield High School.

"The name Alpha came from my cross country days at Westfield. The groups were divided based on ability and Alpha was the top group. For most of us, it took years of relentless work to move up the ranks from Foxtrot to Echo to Delta to Charlie to Bravo and finally to Alpha," he said. "It was an honor but one that was earned. You had to commit. That’s what Alpha is. A commitment to excellence. A commitment to wanting more for yourself because you know you deserve it."

Honoring his family and investing in the community is what Tooley said Alpha is all about.

"My goal with Alpha is to make it my legacy. I want it to be a place where people can come and grow," he said. "By grow I mean challenge themselves in and outside the gym, feel supported by our staff and the community that makes up our members, and have people leaving each day inspired to take on their days. I want it to be their home away from home."

Before the grand opening April 26, Tooley said those interested can drop by Wednesday and Thursday from noon to 2 p.m. and 5 p.m. to 7 p.m. for open house hours, tours, and information.

Tooley said the grand opening is set for 6 p.m. on April 26 and all are welcome. But after that celebration patrons can expect to get right down to business.

"Should be an amazing night celebrating this next chapter for Alpha and the community that has been built over the last two years," Tooley said. "The first day of classes is set for the day following, Saturday, April 27 bright and early with me."

Tooley said Alpha is offering pre-sale memberships as well as first class free promotion. There is an app, "Alpha Fit Club," available from the app store. Users can check out the schedule, pick a package, and book a class. Once open, Tooley said they will be offering class packs, drop-ins and more.

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