AltaDX Group, the North America-based fitness and wellness technology consultancy,
and LeisureLabs, the EMEA-based fitness technology specialist, today announced a strategic alliance
to create the world’s first globally coordinated technology services and consulting capability
purpose-built for the health, fitness, beauty and wellness industries.

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

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

Initial focus areas include AI agent deployment, payments optimization, digital transformation, customer experience and technology advisory services for mid-market and enterprise fitness and wellness operators across North America and EMEA, with expansion into APAC and LATAM on the roadmap.

“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,” said Al Noshirvani, Founder and
Executive Chairman of AltaDX Group. “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.”

Alex Peacock, Co-Founder of LeisureLabs, added: “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 organisations are known for.”

The alliance will also collaborate on joint thought leadership initiatives, industry benchmarking, and
global market insights designed to support operators navigating rapid change across AI, digital
infrastructure, member experience, and connected fitness ecosystems.