The Current State of Alphalete - Athlete and Employee Cuts

[@edmarinphysique]

Get rid of athletes that are just models and get real athletes people that’s actually compete and not just talking about bodybuilding. Sports / athletes / runners/ bikers/ Ironman / marathon / fighters/ hybrid athletes /. Having models that only go to the gym with onlyfans doesn’t represent your brand.

[@Prudentinvestor66]

100% agree

[@9118Ray]

The models sell, though. This clothing industry doesn't sell to performance athletes.

[@TheFilmSpace1]

It’s sad but the girls sell.

[@booneboone9705]

@@9118RayActually the fitness models don’t move the needle like they used to.

[@9118Ray]

@booneboone9705 that's where you're wrong. The largest percentage of buyers are female. The largest followings of IG Instagram accounts is primarily female "models". They're the ones moving the most traffic to showcase products to the largest demographic of buyers.

[@gabriellehill5282]

I wanna know who the hell is in the design department know cause it’s getting kiddy with the oversized gothic prints on the men’s tshirts. Bring back the minimalistic logos for the adults.

[@ColinHaas80]

1,000%! I haven’t boughten a haul from Alphalete in such a long time! Hate the new vibe with the clothes…..one word…..tacky.

[@MeshTheSnake]

Facts!

[@NFLBlitz214]

I want the old core shirts for men that said alphalete on the chest from 5 years ago.

[@VirtuosoVentura]

@@NFLBlitz214EASILY my favorite of theirs. Been praying every time I go on their site that it’s back lok

[@trevorredick12]

I 100% agree I don’t love wearing oversized tees at the gym. Too much oversized clothing. I want more of the form fitting T shirts that we saw 2016-2019 range. There can be a mixture of minimalist and graphics but the oversized should only be like 10-15% of T shirts I’d say.

[@Anon-zt3qg]

Sales are down because you customer is the average 9-5 worker barely making ends meet. And your prices have kept going up and quality going down . Especially the fact that your Canadian store is in US prices and being affected by conversion and not a set price in CAD . It's crazy expensive for us and we can't keep up with the constant capitalistic consumption you expect from us .Greed will ruin your company

[@Anon-zt3qg]

Also all your bras are made for fake big boobs/tiny boob's. Any woman with real boob's can't wear your bras . Heidi is doing way better with bras in buffbunny and making clothes that actually fit the larger sizes and people with different body types.

[@Anon-zt3qg]

This whole brand reeks of making women sex objects and only suiting the hourglass bodybuilder skinny chick's. Not inclusive. Very few items have both fit and larger models shown wearing the clothes . Guess what many people don't start looking perfect when they join the gym and they still deserve to look good and to feel included and start their journey

[@MRHIPHOPVEGAN]

Make more money

[@Anon-zt3qg]

@MRHIPHOPVEGAN Alpahlete isn't "luxury " that isn't their target market and the quality isn't there

[@Parlaytrauma]

I agree with the fact that aphalete quality sucks ass

[@frankytapia1911]

i felt like there was so many random new athletes not so in touch with the soul core of the brand but you guys understood that i love alphalete

[@ItalianChicc19]

Yes! I’m happy for the change ❤

[@sydneyash6172]

This is why I support Alphalete! Your "oversharing" makes me more confident in supporting the brand. I like knowing this stuff and I really like when I hear it from you.

[@strawhatsanji4985]

Bro, tbh Alphalete clothing has really gone down. Not the quality but the fit. Alphalete is trying so hard to be trendy they forgot why most people liked your brand. Before you could've gotten any piece of clothing and the fit was so good you want to wear it everywhere. Now the fits are all over and 99% of the clothing are oversized or just weird fitting. I understand trends sell, but everything is oversized for over 1 year now.

[@josebarenas2814]

Haven’t bought Alphalete in years. The fits and the prices are out of control. Trendy oversized is not for me.

[@TRDTalk]

Christian looks so much healthier now. Great video.

[@nicmarti6604]

Was just going to say this.

[@Frazenification]

apparently he deletes comments if someone does not share this opinion 😄

[@TRDTalk]

@@Frazenification well your comment is still here so idk about that lol

[@Frazenification]

i commented that his face is puffed up due to steroid use -> 5mins later deleted

[@omarcarranza215]

He better, he's on trt

[@JayOne23]

I’ve been following Alphalete since the start and I agree with you cutting down athletes. It was starting to become too large of a group, losing its exclusivity. A lot of the recent athletes made Alphalete their personality, which was a bit “culty” and like you said is never good. At the end of the day is your business and you need to put personal relationships aside and do what’s best for it long term.

[@JOHNPT10]

Facts

[@paolaplata722]

Yes I understand your POV. But he said he’s looking for athletes that “live it” and really are for the brand so if they made their entire personality Alphalete, that is the epitome of “living it” and being about the brand. So that was a tad confusing

[@SwolfieTv]

The cat walking by in the background in the beginning 😂 yep it's his house now.

[@ObsessedGarage]

This video really resonated with my Christian. It's a lonely place where you are. I can 100% relate. It's awesome when people at your level share what you do.

[@GabrielDucharme]

Please make a video going over the history of the company, make it a documentary! The high the lows, all of it.

[@Quickshotted]

No.

[@dondunn7]

He saw Gymshark and copied them. The end

[@nickc3856]

Nah.

[@ChillRichard]

he already did it

[@DeathByFashion1]

I agree with the athletes. It doesn’t feel special if so many are getting free products and having codes everywhere. Would be more honest to have fewer

[@devong1488]

I agree! I think more brands should downsize like this.

[@prepisode]

transparency goat 🐺🐐

[@BrysonBukoski]

Me and my wife visited Alphaland July 20th ish. We were on our way back to Hawaii from competing at the Pittsburgh Masters on the 17th. We love the place! Amazing equipment! The entire property is amazing. Bathrooms, showers, customer service, merch, parking, everything hands down one of the best gyms I’ve ever been to. Vibe was good too! I see a lot of possibilities to do a lot of youth events. Especially with the basketball area and soccer fields. Anyways thank you for the great experience. We will stop in again next year…. Definitely

[@Parlaytrauma]

Remember guys this duck lives in Texas #democratic state controlled by tyrants and peace’s of poop that are all about the money .

[@wizarddeath]

I remember when you first launched and was supposed to be minimal or no influencers. They never did anything for your brand other than take money away.

[@NathanDrake-hm6li]

The clothes quality have gone down significantly. The prices are really high and I’m never able to wear their clothes. They’re either too tight or just too loose.

[@Parlaytrauma]

@@NathanDrake-hm6li it’s that alibaba quality .

[@mysticbeing6768]

@@Parlaytrauma😂😂

[@maestrojamieson9385]

Looking healthy like the good ol days.

[@thegaslightneverends]

still looks smaller and worse than he did when he was natty lol

[@Ivv93]

Fr, he looks much better and he’s getting older haha. Good for him.

[@maestrojamieson9385]

@@thegaslightneverends You're a bum.

[@thegaslightneverends]

@@maestrojamieson9385

[@sergegatari]

The fact you've built what you've built without the right infrastructure and clear metrics makes you a Legend.

[@MDChannel2-vk7yk]

What's up serge! Gonna build Christian an athletic wear growth infrastructure?

[@LWT633]

its very simply... usa Is in a recession and we been in one and now one realizes.. most people had big years in the pandemic years and now there is s HUGE REVENUE downfall for most companies online. and influencers are not influencing because they focused on trending content and going viral vs creating real influence with value.

[@irubenguler]

Hair lookin much better

[@powderedtoastmanchester8804]

He really does look healthier.

[@SolanaTrue]

Anytime a “finance person” steps in they start with cuts to make gross profit numbers look better. The hard part then becomes growing the business the following year and beyond. Great video as always.

[@jeremyflores6508]

In most businesses yes, but in this business I’m not so sure. Christian I feel wanted to take over the world. As he’s gotten older I feel like he’s less trying to be Nike or heck Gymshark. And more content with making the millions he did when he was more personable. If you have heard other business owners speak. They usually said I made more profit when I had 2 stores and 10 employees, than when I had 20 stores and 200 employees. Sometimes higher revenue doesn’t equate to a more successful person or business. Max said I made more money my first year with Sour Stripes online than I did my next year being in Target Walmart etc. As the business gets bigger the margins get lower and the level of upkeep to continue that growth dissolves that what otherwise would have been profit.

[@hhkk6155]

@Solana good points, also seen it in a lot of companies

[@araefox]

When we had a finance officer, her goal was to build the bank accounts. Her method of doing so was to cut corners and costs. Now it has come back to bite us in the butt, because needed maintenance was deferred and delayed. Oversight and accountability was neglected on employees work habits and as a result, we paid so much more in salaries for wasted time than we should have. Now, several years later, with repositioning of job duties, we are seeing our mistakes, but it’s cost us in lost revenue. Deferred maintenance ended up costing major dollars in repairs and replacement costs. Projects that should have taken a few weeks, turned into months, costing us major money. Smh bottom line, the owner ALWAYS has to have their eye on what’s going on and can’t hand it over to someone else, and you HAVE to have good communication and trust.

[@Parlaytrauma]

@@SolanaTrue Guzman ain’t going no where but down

[@davefraser1818]

I’ve been here longer than some of the new athletes. Honestly, team shouldnt be more than 12-15 and you need to let them shine. I still remember the first Russ vid dropping, then Merjin… thats the kinda vibe we need back.

[@TheFilmSpace1]

Same!!

[@e070e]

I'm only here for the cat

[@pammy5260]

I mean how did u find out about the cat then?

[@IsaacMirandaVlogs]

Same.

[@pickygarage]

Found out about the cat on sour podcast

[@adrienne8048]

Haha! Yes the cat!!

[@KathyCrenshaw]

I love his cameos….back and forth….

[@alsg0403]

As an aspiring entrepreneur, myself, these video documentations reminds me that your success was not built in a day and that running a business is equivalent to signing up for a never ending series of problems 😂😂. FYI, I look up to you and Heidi a lot because you guys are self-made and never got complacement about where you are now. I love the Alphalete brand and products precisely because of what you stand for 💪💪. This is Tenacity in action and we love to see it 👍👍.

[@GoldandAstro]

Am I the only one who misses the old clothes from 5 years ago? Just clean v-shape fitting shirts

[@dariuskelleydk]

Facts: he needs to bring back the lifestyle shirts and wide-neck shirts. He literally started the trend, and now companies like Bylt Basics and Cuts Clothing have taken over the market, but this time clothes he made were high quality.

[@codysv5]

Get rid of the baggy “new age” fashion forward crap. I miss the nostalgic scoop necks and rolled muscle t’s. The stingers and cutoffs and performance joggers. That’s what the OG’s want!

[@JulieLorraine1]

Well articulated. And that is business. Onward and upward. And also, kitty 🥰

[@lisadavis1655]

That’s the Christian Gusman I first started following and grew to love! Hang in there man! You’ve got this! You always have and always will! Smart young man! 🙂🔥

[@lisadavis1655]

Been here from the very start by the way! lol! The first used equipment in the small space you made a nice gym! 😊

[@hammer3921]

Got to pay for the big mansion so somebody’s got to go

[@TheMikeTv]

Exactly! 🤦🏻‍♂️

[@thetreverpitts]

Brands have their ups and they're downs and sometimes you got to cut People based upon the brand being greedy yes he bought a brand new big ass house what was wrong with the old one that's my question. ​@@TheMikeTv

[@JBurton393]

@@thetreverpittsa question your nosey ass doesn’t need an answer to. You obviously do not know how business works. What is wrong with you people 😂

[@nanam9179]

Jealous? Don't be. That's a horrible feeling.

[@TheMikeTv]

@@nanam9179 🤣🤣 keep drinking the kool-aid!

[@MDYNAMICSCO]

Been here since 2013, respect for being transparent about the journey.

[@ghosthdel3098]

To the remaining athletes: remember it doesnt matter how close you are to C Gusman, if you dont bring money to the boss it is just business and business need money. Therefore that internal relationship you have with your co workers it is all just business. Now bring in more money please

[@TheFilmSpace1]

Yes I miss the Tim, Nikki, Jovan, Shawley, Russ and Nabil said !! But he’s evolving

[@QrankChannel]

Lack of cash flow management and no scenario planning.

[@TVKACCOUNT]

Well done genius. Thank god you’re in the comments

[@nickr.4643]

He keeps using “refined” but he’s basically doing what every corporate business does… use the fewest amount of employees possible but make them do the most possible work.

[@oscarchs2239]

As you would do too if you were running your own business

[@ryanlort7727]

Kudos to you, Christian, for seeing a problem in your business and taking care of it. Letting go of people is always hard but it's necessary sometimes. Thanks for finally explaining.

[@Therealstubetube]

“Refining”- Such a bunch of BS. When you need to lay people off, you always then refine the responsibilities of the remaining people. One of the main reasons Alphalete was successful is because of KZbin. You mostly stopped uploading to KZbin, so you lost some of that customer base. Combine that with all of the competition (like Inaka) and your brand is less relevant.

[@himboslice_]

I don't watch much fitness youtube content anymore. I think I started following the OG channel in 2013 or 2014, back with the Physiques of Greatness, Nick Wright etc collabs. Just stumbled across this video and glad you are still transparent as ever.

[@Wrealthreach12]

As a Alphalete and CG supporter for 8+ years I loved the portion about the athletes. Getting athletes that represent the brand through being themselves and lifestyle is great way to go. A brand that I find stands out a lot is Darc Sport. When you go to their page, there’s a certain image they maintain. It’s clear that their athletes are strictly gym BEASTS. Clear message of who they want and who they are.

[@SWOOSH2.0]

This gym has all the bells and whistles but the price for joining is insane ❌❌

[@stefvi]

Maxing employees out to max capacity? Good luck with that. Remember company morale and culture are also super important. That’s the downfall of many companies. Turnover is expensive.

[@jeremyflores6508]

Initially I thought the same thing. Then I remembered this is Christian. So what I think he meant, was instead of having 100 people giving 10%. He’d lower the number, invest in them better and maximize their potential with the company. In the times I’ve met him and talked with him over the years, I don’t feel he’s a, make 1 person wear 5 hats and burn them out kinda human.

[@stefvi]

@@jeremyflores6508 Hopefully that’s what he means. I don’t think he’d be that type of guy but sounds like his finance person is a little cut throat and all they care about is the bottom line. I witnessed the same thing at my current job. CEO was a fabulous caring man, our team was like family. He let corporate type people come in to take the pressure off as we grew and now it’s like a straight up corporate job. Cold people and morale is super low to the point they are now shoving company culture down our throats every Monday. It’s sickening really. The only reason I stay is because I have tenure and make more money than I would at most other jobs out there. Thankfully I can shut my office door to avoid hearing all the miserable workers talk crap all day about how much they hate it there.

[@EL_wardan]

@@jeremyflores6508it cost more to hire new people than keep old. Learn some basic finance

[@AmyVictoria]

Love the transparency in this video. Reminds me of when I used to watch your vlogs at uni and you’d put little bits in about BTS of the business of alphalete/explaining certain topics🫶🏼

[@alsg0403]

Yes, agreed. I really love hearing what's going on BTS of Alphalete.

[@mmt1120]

This make sense why I noticed some more athletes were gone last month

[@manoftomorrow5987]

As a CFO myself I’ve seen this a lot with entrepreneurs…they have no clear idea of what’s really happening from the accounting backend. So you present the figures and they’re in shock. That’s why I always stress the importance of budgeting and forecasting. You see where you are today and where you want to get to in the future. Entrepreneurs panic when the figures look bleak and start to cut all the “fat”…hiring people and building out your team requires lots of skills and experience, knowing what you want and how you want the team to look like..hiring the right people with the right skillset. The thing is you develop those over your professional career. A lot of “entrepreneurs” lack those skills because they never were leaders to begin with in an organization that allows them to gain those skills.

[@ReactionsWithTeefoooo]

Sometimes you just gotta do what you gotta do

[@lilllss]

This was sick. Thank you for always keeping it transparent. As a corporate business girl who also influences I love learning how to do better and the in and outs. Respect you & Heidi so muchh!! So grateful I get to work w ur wife at BuffBunny. ❤

[@MithilxPatel]

The ending was beautifully said. How important it is to be your own brand on your own mission because we’re all unique. Much love Christian 🤝🏽

[@liamjhogan]

CG I am Alphalete for life but over the last year, year and a half the quality of the product and style has gone down. I believe when you took a step back.

[@edwardledbetter6271]

You got your glow back Christian! Looking good!

[@Jamming50447]

It’s awesome to see you and your company MATURING. I’ve seen this a lot with the startups I’ve been a part of. And it’s natural in the beginning to be ambitious, scrappy, and have big dreams. Eventually you have to remeasure and re-evaluate. This is def part of your story to building and keeping a successful business.

[@janinew685]

As a business owner, I can appreciate taking a step back to look at the full picture. Ppl sometimes will get hurt in the process regardless of how gentle you try

[@kierannicholls_]

Being a part of this company has always felt and been a pleasure. And after watching this video.. I can tell you now it’s made me even more excited to still be involved. Thank you Christian… Not for only believing in me and taking me on as an athlete but also the transparency of this video is genuinely appreciated by all of us. Especially the life long Alphalete fans !! Learn, dream, and be MORE 📈 LFG. To the moon 🌙

[@dancox4533]

No chance of letting you go son, you’re the best male they got for regular content and care of the brand 🫡

[@skaight9]

Request to bring back shirts for those who want something simple - viscose blend t’s, plain colors, etc. Went with cuts since you haven’t had any for years but still doesn’t compare to the older alphalete ones I have (which are thinner and superior material blends). 🙌🏻

[@flauntyy]

Chris, it sucks to see you have to air out the laundry, but as someone that's been to the gym, has bought the clothes, and enjoyed the experiences I had while in Alphalete/Alphaland, this feels like the right move. There was some things that made the gym on paper feel off, but physically felt amazing. It also bled into the clothing, the financial structures I could feel, and the overall structure of the company that felt like it knew the vision, but needed to execute on a tighter level. I think your passion, focus, and "big picture" mindset is what sticks people and the business together, but these changes are good, as with my recent visits, new talks I've had with Sales, and a lot of people around the gym and the quality upping within clothing, it just feels like this is narrowing the focus on the problems and cutting out the fat. I want to see you succeed, you are a champion for me in my own personal goals, and I want to see this only go up for here. I'll be rooting for you, thanks for the info and the hard talks.

[@DoubtedAthletes]

Much respect Christian! I started watching you back in 2014-2015 and learned a lot from you! Fast forward to now and I have bought into a business and created another! Anytime I find speed bumps along the way I go to your videos to find guidance! The business I created is structured very similar to Alphalete and hearing how you are finding that happy medium in your business really helps me grow my business! Not everyone will understand/ see this change the way the Owner will, but keep being a great human Christian! You provide so much more than you receive!

[@JaredvanHeerden]

Brother lets goooo! I'm here for it. Haven't watched you in years because it all became fame hype. Now we work, now we get in the trenches, now we carry the boat on our backs! You got this Christian! Supper inspired

[@AXE4X4SEBAS]

Im in corporate. This happens. As an individual contributor It makes me hate companies because this is what happens even though I understand layoffs and reorganization needs to happen. But many times CEO’s dont come upfront and say the why… For this , I respect Christian for going out in to the public and making this video. As the company progresses I encourage you to keep being as transparent as you possibly can. This will create a great culture and environment and when employees go onboard they know what to expect. Thanks again Christian for what you do and I hope everything goes well 👌🏽

[@Talon_327]

Love the transparency. Leadership isn’t about making the right decisions, but about making the tough ones and standing by it!

[@carmenfitxx]

been watching since 2016 and I think the athlete cut was needed 100% right call. Excited for this next chapter

[@ryanr.8077]

Hard recession first before they can grow any further.

[@alinad.316]

The Dodo led me here and all I’m gonna say is I felt joy to see Simba cruising by in the first minute…yay! Lol good job saving that baby 👏🏼😸

[@rmsu13b]

P&L and Gross Margin should be forecasted M/M, Quarterly, and Y/Y. In turn should be reviewed and reported on in the same cadence to identify variance, anomalies, and even consistencies. An overview should be delivered to you or the Ops Manager each month to stay proactive before these things catch up. Utilize Tableau or something similiar. This will automate all of your metrics, inventory, purchases and sales into charts to easily review and digest. Hard to learn this way but the tools are all there to easily manage these things. And it’s honestly pretty damn fun to dig into.

[@Rickai85]

He already has a finance officer my guy, relax😅

[@Shawn-oh5yq]

Yep, this is why you hire people with business degrees and significant experience, rather than friends.

[@TheDiegoszz]

Did not finish the video yet but I doubt that they do not already have some dashboards. This is the absolute basis of a business tbh.

[@Fronz05]

Wow, that was a Lot to share and I bet it wasn't easy to do! I hope you somehow keep that transparency element and can work it into your refinements of brand and everything else to come. For me and my family, Alphalete/Land is a destination gym that we love to visit when we're in Houston. I worked out in your gym wearing one of your very original designs and got some laughs saying it was the OG shirt, as in come on, buy a new one. But, I'm 64 and I like being the OG :). I sincerely enjoyed receiving my birthday message from Alphalete, that I just received last week. Transparency, authenticity along with Learn More, Dream More etc. That's who I see today from the brand. Good luck, enjoy the journey for your next iteration of continued success!! You are the formula for success.

[@tedthetrain]

Christian, coming from a Texas business owner. Always remember family first. Do what’s best for your family. Unfortunately we cannot be responsible for others, as bad as we want to. We all love you and Heidi and never stop being YOU! 💪

[@AlexToplynFitness]

Thank you for being transparent about the high and the lows! This is exactly why I bought into this brand because of the authenticity from top down 🙏🏽

[@ANTMANFITNESS]

This is why I follow you. The honesty you give into everything really opens up so many things for me. I appreciate you sharing all these tips. I look at these videos to help me in my business either coaching or even my gym. I also really love the reduction of the athletes as well, it was getting to packed with people who didn’t really care for the product as much as the OG athletes like rob or even Emily.

[@alexleventis8513]

What most new company owners don't realise, is that structure needs to come before growth. Big numbers are great, until you realise that the team is inefficient when it comes to managing the growth. Good on you for making the changes, and getting a grip on the numbers internally. The ROI on having your own internal finance department is ALWAYS underestimated because the thought for new business owners is extremely 1-track minded, SALES, SALES, SALES. They forget that there's an entire back end to the business that needs to be planned and nurtured.

[@BeyondEducated]

Man, as a business owner listening to this 7 years in this is so relatable. Not at this scale but the principals. I love that this conversation and honesty is happening.

[@Demy26]

Yes a lot of athletes trashing Alphalete

[@margoganton6433]

Hi Christian this video means a lot to me. In the past few years I have felt really disconnected from Alphalete as a brand which made me sad as an customer who has watched you grow the company from the start. I’m excited for this new chapter for you and for us as consumers.

[@jonpetrichenko9416]

Your honesty is who you are. What you did was extremely hard. Your commitment to the business will make you successful

[@anthonyhale8844]

I want to know what happened with you and Shawley?

[@asapnewb8240]

Wait they’re not cool anymore?

[@anthonyhale8844]

@@asapnewb8240 I heard Shawley mention a little about it and I didn’t see Shawley at Christian’s wedding

[@PinoyVisuals]

@@asapnewb8240Shawley had a falling out apparently

[@abcd1234894]

Shawley just copies everything Christian does. And then when his brand started taking off he started throwing some shade at Christian and his brand. Not sure if it’s a fall out or just growing their separate ways which can happen

[@battlevain]

The whole fitness industry trend and lifestyle is in decline. It reminds me of the aerobics movement of the late 80s and early 90s. Social media platforms are flooded with fitness influencers and viewers are just plain tired, bored and fatigued from it all.

[@coachivan412]

Just wanna say Thank you Christian for sharing it, in fact your “oversharing” it’s one of the reason why i followed and support u and alphalete since 2017 ❤ Keep doing what you’re doing

[@GregAllenF1]

One of the best videos you have made recently man. Really appreciate you sharing your learnings and being open about it!

[@yoanasaucedo8040]

At the end of the day those alphathletes who were cut now can venture new opportunities that maybe weren’t possible without Alphalete. Glad you made this video and staying true to yourself Christian. ❤

[@staceykennedy2611]

That’s the catch 22. When brands want you they always ask how many followers , how many platforms do you have? Which in turn seems like influencers become a little fake because they are pushing the brand so hard and making posts just to post. It doesn’t seem authentic. I agree with you, it has to seem a part of your life, not your whole life. I think if you want genuine content sometimes the “smaller” influencers are maybe better? And like you said at the end of the day, the people that have good intentions will understand and be there no matter what

[@jpdaye]

Getting dailed in, I’m cheering for you. We all appreciate the transparency. It’s not always fun and gravy

[@kevinsmyth8008]

Soooo.....profits and cash low were down and you made cuts. Got it.

[@DanielIles]

This is the real stuff. Give us more business Guzman.

[@isabelfam]

He cutting staff cause he bought his new house lol

[@EmilyyCheek]

Takes a lot to post a video like this, your transparency is amazing I hope that everyone can avoid the same mistakes and I’m certainly listening with open ears and taking it to heart, also I love the new kitty ❤

[@kosanmr2]

That makes sense. I remember when the channel and the brand reached their peak a few years ago-I used to see a lot of people at my local gym wearing Alphalete apparel. However, over time, the brand identity seemed to get lost. It felt like new athletes were constantly being introduced, channel wasn't posting much - perhaps as you said, distractions and a lack of clear focus. Now, at my local gym, I don't see anyone wearing Alphalete, Gym Shark, etc. Anyway, best of luck going forward!

[@paigemazur5868]

Thank you for being raw and open Christian! 🙏🏼 Great learning tips for everyone 😊

[@luisarevalojr]

Basically the number 1 mistake most people make when they “make it”. They overspend when times are good because they assume it will be that way forever. Like the saying goes, when the tide goes out, you see who’s swimming naked.

[@connierichards2875]

I feel like the quality of prod went down after the revenue height in 2022. Pieces just weren’t the same - cheaper feel with high price point. Already lived through that when Lululemon moved their manufacturer to Mexico - quality never the same but price same or higher. Not worth it esp in this economy. Courageous vid to post Christian because honestly u didn’t have to share any of it. Best in the future! 🎉❤

[@garyhinton1609]

What is Gold Gyms' secret to longevity and how does your brand differ from them. Maybe the "simplicity" and what drew your customers to your brand in the first place. Can ego get in the way of growth?

[@ericayourestybestie]

At the end of the day. Business is business and business’s don’t have feelings. You almost can’t because when your company is in stages where you need refining to stay a float your friendships can hinder that decision. Thank you for the insight most CEOs don’t are to explain what’s actually going on and people speculate and make up rumors.

[@Ninjaplease636]

I like how you posted a video of you buying your 20 million dollar mansion right as you laid off everyone. True CEO

[@DemsAreSick]

Any of his employees can leave, dedicate themselves, and start their own company. Nothing stopping them if they want to put in that work of their own.

[@nicka2709]

Not related at all douche. He’s been living in the same house for like 9 years

[@georgeliousas9857]

💀

[@AGfitMom]

I didn't even watch this video, but I saw that post and then this popped up 😅

[@fortunbras]

His personal finances and company finances are not linked. And remember, a company cutting staff doesn't mean the company doesn't have money. It generally means the positions getting cut don't contribute positively to the company anymore. Sucks to hear but doesn't change reality.

[@GabrielleTongol]

The way I resonate with this SO much in so many ways! Managing, growing, and supporting a team is one of the most challenging things as a CEO because as you said nobody teaches you that - it’s very much something we have to lean into and figure out based on what works for our own businesses and most supportive for our team too. Thank you for sharing all of this!! Excited for what’s to come for you and Alphalete as you and the company go through this phase of refinement!!

[@mattkraig]

I can't wait for the rebirth of Alphalete - Christian and Maxx were the OG faces of fitness youtube that helped me become interested and later undergo a 100lb fat loss transformation. I can't wait to see what the future holds for this brand

[@ryanr.8077]

Hard recession incoming for a few years. Expect more cuts and little progress.

[@andiemata1502]

I used to genuinely love the amplify collection but for the price is not worth is especially with other brands having more affordable prices with just as good or almost better products. I hope you guys can make a come back genuinely

[@meaningfulmuscle]

Business decisions are hard, but necessary. Appreciate the candor - and insight/shared wisdom. 👍

[@_Splitsecond]

Great Video ! The old school raw videos are the best man I hope to I can see the band like before. Back when you just started and influencers weren't a thing I was really contemplating on trying work hard to be a athlete but then I realized many kens and barbies were just taking over with no love for the brand (brands I general) so it can't takes away the point of representing a brand. I rally hope we can now see full on ppl like yourself that care about a brand 👍🏽

[@ErikSalguero13]

Thanks for the insight since I have been seeing a lot of those videos from athletes. Can only imagine the stress behind making those decisions to let people go. Wishing you the best of luck and hope Alphalete comes back bigger and stronger, been supporting since 2016 💪🏼

[@nielsdeckmyn9139]

I think it would be a great move for the Alphalete brand to get the core products back on track. The 2020 Black Friday sale is great example of this imo. Now it's very much focused on doing interesting and creative pieces, which is really great, but it's something that's really difficult to maintain growth with when there isn't a good base of core products that keep being restocked.

[@MrEcedillo52]

Re-organizations happen on a yearly basis with big corporations. It’s just the beginning, change is constant. Glad you are learning

[@Strawberriesandyoga]

Stood by you even without all this information but now it’s just even more respect from one business owner to another. 👊🏽

[@annasmith5028]

Earned a re-subscribe. This is the brand I fell in love with. Excited to see what’s next.

[@KaraCorey]

Always enjoy these open honest chats (and that OG intro).

[@Rickai85]

Amazing insight Christian. As a business owner myself its so refreshing to know I can learn from you somewhat, as you say, they dont really teach certain aspects of running a business! I love Alphalete and I feel the peak was 2022 in terms of clothing, style and fit. I really hope to see Alphalete shine again in its clothing design

[@MartinRodriguez-oz8ef]

As a Director of a small company that has tripled in size over the past few years I can totally relate to the idea getting more out of your current employees.