CapitalSpring Invests in Alloy Personal Training

Alloy Acquires The Partnership

December 11, 2025

Marketing & Advertising

Alloy, a Purpose Group‑backed marketing and transformation agency based in Atlanta, has acquired The Partnership (TPI), Atlanta’s oldest privately‑held full‑service marketing and brand communications agency. The Partnership’s team and proprietary analytics/AI product (P360/P360-like dashboard) will operate under the Alloy brand to expand Alloy’s capabilities in communications, brand strategy, paid media, analytics and healthcare/financial services expertise as a bolt‑on acquisition.

Eagle Merchant Partners Recapitalizes Aligned Fitness; Aligned Acquires Two Club Pilates Franchisees

June 26, 2025

Healthcare Services

Eagle Merchant Partners completed a recapitalization of Aligned Fitness (a leading Southeast-based Club Pilates franchisee) as its first investment from Fund II, with Boathouse Capital providing a $52 million credit facility and equity co-investment. Proceeds funded Aligned’s acquisition of two add-on franchisees — Crescent Concepts, LLC and Next Twenty, LLC — and will support new studio development and expansion across the Southeastern and Mid-Atlantic United States, bringing the combined platform to 34 studios.

Snapdragon Capital Invests Over $30 Million in Spartan Fitness Holdings

April 20, 2023

Healthcare Services

Snapdragon Capital Partners has invested more than $30 million in Spartan Fitness Holdings, the largest Club Pilates franchisee, to accelerate expansion of Club Pilates studios and to acquire and develop additional wellness brands including Hand & Stone and V/O (VIO) Med Spa. The capital will be used for new builds, acquisitions and to build Spartan’s multi-brand boutique fitness and wellness platform across multiple U.S. states.

Purpose Group Acquires Alloy (marketing & PR agency)

April 12, 2024

Marketing & Advertising

Purpose Group, a purpose-driven holding company based in Atlanta, has acquired Alloy, a precision storytelling and experience agency that serves technology brands. Alloy's founder Raj Choudhury will remain CEO as the agency joins Purpose Group's portfolio alongside Gerald Printing and Liberty Imaging.

Breck Partners and Patriot Capital Invest in Alloy Wheel Repair Specialists

June 26, 2023

Automotive

Dallas-based private equity firm Breck Partners has made a control equity investment in Alloy Wheel Repair Specialists (AWRS), partnering with AWRS CEO Rob Wheeley and management. Patriot Capital provided debt and an equity co-investment to support the transaction, which will fund AWRS’s continued growth, service expansion, and geographic scaling from its Norcross, Georgia headquarters.

Princeton Equity Group Makes Strategic Investment in Barry's

January 14, 2025

Restaurants & Hospitality

Barry's, the global boutique fitness franchisor, has received a strategic investment from Princeton Equity Group to accelerate studio growth and support consolidation in the UK and Canadian markets. The funding will back expansion of Barry's studio pipeline, investment in product and operations, and continued development of its franchise and digital offerings.