WKTV Staff
joanne@wktv.org
Entrepreneurs Daimond and Regina Dixon know how to turn lemons into lemonade, thanks to some quick pivoting that saw the couple go from planning a late April grand opening of their 6,500 SF Alpha Human Performance athlete performance and recovery facility to organizing online training sessions and registering online memberships. The result of their “Alpha Up” initiative is having more than 300 athletes and fitness enthusiasts registered to participate in online training sessions before the facility ever opens its doors. The couple hopes their quick actions and positive attitude, along with benefit of more time to plan and recruit members, will actually serve as a boost in business when the facility opens.
Throughout early spring, the Dixon’s were in the thick of grand opening planning while Erhardt Construction crews worked to renovate a vacant warehouse building at 3233 Eastern Avenue in Grand Rapids into a sports performance and fitness facility catering to area elite athletes and fitness enthusiasts. Then, in mid-March, just as all of Michigan started to realize the widespread impact of COVID-19, the Dixons were told that construction would have to halt, delaying the planned late April grand opening of the new venture.
Although Daimond Dixon, a well-known area high school and college sports trainer, felt discouraged, he quickly worked through emotions and, along with his business partner and wife Regina, began to adjust grand opening plans and develop online training options as a way to keep potential members engaged while stuck at home during the state’s “Stay home. Stay safe” quarantine.
“Just like I tell my athletes to give it all they got when they want to quit, I knew I had to practice what I preach and begin finding a way to turn this into an advantage for Alpha Human Performance,” said Daimond Dixon, who has spent the past 25 years working with high school, college and professional athletes across West Michigan. “I tell people to bring our their ‘inner alpha,’ so it was time to start telling that to myself.”
Soon after, the Dixons got to work organizing various online training opportunities, branded as “Alpha Up.” The free online trainings, which just required individuals to register on the Alpha Human Performance website, quickly filled up, as area runners and athletes were desperately seeking new workout and conditioning routines. As of April 28, Alpha Up has 300 members, all of whom are now award of the Eastern Avenue facility and future memberships.
“The online engagement has been a great way to not only attract and cultivate relationships with potential members, but it’s allowed our crew to test and refine training offerings,” said Regina Dixon, a former high school athlete, who handles all business development and operations for Alpha. “We can’t say that we are excited to have this additional time before opening, but we’ve tried to make the best of it by keeping people engaged and tightening up our programming before opening our doors.”
Erhardt Construction is leading the buildout, which was already underway when the shutdown mandate went into effect. Although Alpha and Erhardt have not finalized a new timeline, Dixon hopes that Erhardt can finish up in May, paving way for an early June grand opening.
“We are watching all the Governor’s updates on when and what businesses can open, so we realize there is a lot to be figured out,” Dixon adds. “In a strange way, however, we’ve been blessed to have more time to prepare our opening, so are eager to open the doors of Alpha Human Performance very soon!”
