Alpha: 97.6% approval with just 0.1% chargeback

From oversized tees to leggings, Alpha became the most present brand in Brazil's gyms by turning high performance into identity. Every Alpha piece combines technology, comfort and functional design.

But anyone living in the fitness world knows: performance isn't just about the workout. It's built from the sum of preparation, execution and consistency.

And for a 100% digital brand like Alpha, in e-commerce that logic repeats. Results don't depend only on traffic or purchase intent, but on the efficiency of the whole operation: approval, anti-fraud and a stable operation are the factors that directly impact revenue.

Scaling without preparation is like adding load without stability, sooner or later the operation feels the impact, and with Alpha it was no different, as Stephen Leitz, the brand's CFO, reports:

High approval, minimal chargeback: 97.6% and 0.1%

In December 2025, Alpha realized its operation needed to support the same load the brand sustained in gyms.

The challenge was to balance strength and control, raising the approval rate without letting fraud and chargeback throw the operation off balance. That's where Appmax came in.

Appmax approval dashboard

In the very first month of operation, Alpha reached 97.6% approval, with only 0.1% chargeback, maintaining its levels of consistency and operational security.

“You need to approve as much as possible, but without losing control of chargeback. And many people don't realize how much a poor approval rate impacts revenue. Sometimes, going from 80% to 90% approval is what defines whether the operation will profit or not. Because, at the end of the day, there's no point bringing the customer to checkout if the payment fails, you lose the sale and, often, you lose that customer forever.”

Stephen LeitzCFO, Alpha

Performance is also about financial reconciliation

Those seeking high performance don't track only the final result, they track every indicator of progress. And as an operation grows, financial visibility stops being a differential and becomes a necessity.

With Appmax, the operation gained more clarity through financial reconciliation. Receivables, transfers and movements began to be tracked in real time through BI integration, providing more control, agility and predictability for the finance team. For Stephen Leitz, this was one of the most relevant gains of the partnership.

From entrepreneur to entrepreneur

Behind a high-performance brand there is an operation prepared to sustain growth with efficiency.

Alpha proves that high performance isn't only in what the customer wears to train, it's also in choosing who trains alongside you.