Business & invest

AlphaFit: Gold Coast gym equipment manufacturer muscles up

Marshall Hall | September 21, 2021

Gold Coast gym equipment manufacturer AlphaFit is growing from strength to strength.

Established in 2012, AlphaFit began as a small retailer that manufactured and sold custom steel rigs for boxing and CrossFit gyms.

The business started after Gold Coast brothers Jamie and Bobby Montesalvo built a custom boxing rig for the owner of a boxing gym. This was quickly followed by two other fitness rigs.


Jamie and Bobby Montesalvo @alphafit


After making their third custom-designed rig, Jamie and Bobby realised that there was a large gap in the fitness equipment market for locally made steel gym equipment that was built to last.

Nine years on and the company has commercial supplier agreements with prominent international gym franchises including Lift Brands (Snap Fitness & 9 Rounds), World Gym, Fitstop, Fitness First and Viva Leisure (Club Lime, Hiit Republic, Plus Fitness and Pinnacle Health Clubs).

AlphaFit was also selected by the Australian Made Campaign to host the launch of the first ever Australian Made Week.


World Gym Ashmore @alphafit


Jamie says the company’s involvement with Australian Made Week put an international spotlight on AlphaFit’s world-class manufacturing operations on the Gold Coast.

He says the business also benefited from the growth in demand for home fitness equipment that followed the arrival of the COVID-19 pandemic. The company’s online sales grew a record 305% during the 12 months to June 2021.

The move to set up an AlphaFit manufacturing facility on the Gold Coast was an organic decision for both Jamie and Bobby.

The brothers were born and raised on the Gold Coast. Having both travelled extensively around the world, it was only natural for them to return to their roots and set up their businesses here. In addition, the initial demand for their steel rigs came through their contacts within the local Gold Coast CrossFit and fitness community.

Jamie says the other key reason for establishing a manufacturing facility on the Gold Coast was his family’s 20-year history of steel manufacturing in the city.


Australian Made Campaign @alphafit

Welding business @alphafit

Lift Brands Asia Pacific @alphafit


Their father started a steel manufacturing business on the Gold Coast, Allplates, which is where both Bobby and Jamie first learned about steel manufacturing.

“From a young age we spent a lot of time in the factory with our father, tinkering on personal projects like billy carts and learning the ins and outs of the industry,’’ said Bobby.

Jamie and Bobby leveraged the 20-plus years of manufacturing experience and technological capabilities from their sister facility Allplates to help them build AlphaFit.

The AlphaFit head office consists of the warehouse, sales, administration, engineering, marketing and operations. The business currently employs 19 people, while their manufacturing facility and sister company Allplates employs more than 100 people.

Bobby says that one of the advantages of running a business on the Gold Coast is having the perfect work-life balance

“A major attraction for running a business on the Gold Coast is being able to unwind and relax out of work hours at some of the greatest locations luckily found in our backyard – world class beaches, fantastic arts and entertainment options, the beautiful hinterland and national parks,’’ he says.


Centenary Pool @alphafit

Kara Saunders @alphafit

Core Cable Cage Jack LeBrocq @alphafit


“Besides the lifestyle appeal, the Gold Coast is also a well-connected city, and is strategically located within reach of major industrial and commercial centres and to large export markets in Asia.”

Jamie says entrepreneurial spirit runs deep on the Gold Coast, much deeper than in other Australian cities.

“There is a great network available here of like-minded people to help grow your business,’’ he says. “The Gold Coast has transformed in recent years to become a dynamic and thriving city with a diversified network of different trades and businesses including professional, technical services, financial and insurance services and warehousing.”

AlphaFit remains committed to the Australian Made ideal employing more Australians and continuing to reinvest back into local manufacturing. The company has recently invested $2.5 million in new manufacturing equipment including a Robotic Welder and Tube Laser to create a more flexible, agile and efficient production environment.

This significant investment in manufacturing equipment will lead to local job creation and an investment in new skills for AlphaFit and Allplates.

Jamie says that during the next 12 months AlphaFit plans to expand into a larger warehouse/manufacturing facility to accommodate the rise in staff numbers and the space for new product testing and development.

“We have an exciting projection for the expansion of our Australian-made commercial gym equipment for 2021/22 with a number of major innovative product releases on the horizon,’’ he says.

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