Alpha Human Performance

By Philip Janowski

WKTV Contributing Writer

Local husband and wife business owners Daimond Dixon and Regina Russell-Dixon have landed a big win with their training company.

Alpha Human Performance, located at 3233 Eastern Ave., has been named the official Preferred Sport Performance Training Partner for the Midwest United Football Club. That’s the football that’s commonly known as soccer.

Alpha Human Performance co-owner Daimond Dixon stands alongside portraits of visiting athletes. (Philip Janowski)

Alpha Human Performance (Alpha for short) trains athletes from a variety of sports, including American football, basketball, softball, swimming and volleyball.

“We are excited to get the opportunity to help so many soccer players reach their potential,” said Daimond, who was a walk-on member of the University of Miami 1991 national championship football team. “Our programs use various methods of training along with cutting edge technology while focusing on our Four Pillars: Mindset, Training, Performance and Recovery.”

As Director of Operations, Daimond is responsible for training and Alpha’s fitness programs. Regina, a GVSU grad with a business degree, runs the administrative and business side of the company. The couple met in Michigan and has been together for nearly 20 years.

“Going into business with my wife was great; she’s very smart,” said Daimond, who played more than a decade of minor league football for several Midwest teams. “She set up the entire business side. I know training, I know performance. I’ve done it for two-and-a-half decades.

“So, we came together and crafted out an ideal formula for how we can take the training and actually make it into a business.”

Daimond began his training career in 1995, and since then has worked with teams and individuals at every level from high school to the professionals. Today, Alpha collaborates with local businesses such as Athleta, Clean Juice and Xtreme Cryo.

Becoming a Preferred Sport Performance Training Partner means offering direct training to Midwest United Football Club members. Alpha has become the standard for how Midwest United trains its athletes, and Midwest’s teams will be coming to Alpha to train.

Athletes train in Alpha Human Performance’s open turf area. (Philip Janowski)

Midwest United, which began in 1990 under the moniker GRASA (Grand Rapids Area Soccer Association), was the first youth select soccer club in Grand Rapids. The initial registration was 60 players from around the area and it was from these humble beginnings that it has evolved into one of the Midwest’s top clubs.

Alpha’s 6,500 square foot facility includes several options and opportunities for training. A Full Strength area includes up-to-date strength training and conditioning equipment. The open turf area is dedicated to movement-based training and sports performance. Upstairs is the recovery lounge, providing the latest tools for rest from the rigors of training and performance.

Motivation and mindset are key parts of Alpha’s training. Alpha works with a journaling program called Win the Mental Game, a journal for athletes. Mindset involves building a competitive mindset, and being aware moment-by-moment during a game.

“It’s all about intrinsic motivation,” Daimond summarized. Alpha isn’t about traditional training where athletes are constantly given orders on what to do next. Athletes should be motivated to pursue better and better personal performance by their own energy.

Alpha Human Performance co-owner Daimond Dixon (lower right) trains athletes at his facility on 3233 Eastern Ave. (Philip Janowski)

Notable local athletes that Alpha has trained include NBA players Xavier Tillman of Michigan State and the Memphis Grizzlies, as well as Duane Washington Jr. of Ohio State and the Indiana Pacers. American Football player Mike Brown of the Minnesota Vikings has worked with Alpha, and in volleyball Aubrey O’Gorman of Michigan State.

Alpha offers programs for non-athletes as well, in Adult Performance Programs. Classes are similar to those that the pros follow, with an easier start, of course.

“It’s about human performance,” Daimond said. “Push, pull, rotate, squat, lunge. We train in things which every single person needs. Before you’re an athlete, you’re a human. We all do the same things.”

Daimond noted that he trained a lot of area trainers when they were kids.

“My wife says I should get a shirt that says ‘I trained your trainers’.”

For more information on Alpha, log on to alpha-hp.com

Entrepreneurs Daimond and Regina Dixon were set to open Alpha Human Performance. (Supplied)

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.

Alpha Human Performance is located at 3233 Eastern Ave. SE, Grand Rapids. (Supplied)

“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!”