A Marine vetpreneur’s technology company is redefining how gyms and organizations connect people, data, and performance.
GroeFit uses AI and behavioral science to help gym owners improve member retention and engagement, explained its co-founder and CEO, Alan Thompson. The system uses computer vision to track space and equipment utilization, then ties that data back to individual member journeys, all the while ensuring privacy and data security.
“Most gyms today operate on lagging indicators - cancellations, missed sessions, complaints,” he said. “But by the time those signals show up the member’s already halfway out the door. What we’re doing with GroeFit is using computer vision and behavioral data to flip that dynamic. We help gym owners understand how people are actually using the space in real time, and then trigger support in a way that feels personal.”
Thompson served in the Corps from 2006 to 2016, starting out as an F/A-18 Powerline mechanic.
“I spent the early part of my career with VFA-323 'Death Rattlers,' and deployed aboard the USS Ronald Reagan as part of Operation Tomodachi, the humanitarian response after the devastating earthquake and tsunami in Japan,” he said. “It was a mission that reminded me what real service means — not just warfighting, but showing up for people when they need help most.”
Following that deployment, Thompson transferred to VMFAT-101, the Marine Corps’ largest F/A-18 training squadron.
“When I got there, the division had over 100 Marines but almost no accountability — a few carried the weight of many. So I did what Marines do: I implemented structure, raised the bar, and built a team that took pride in their work,” he said. “We became the most qualified, proficient division in the squadron. That got me promoted into Maintenance Control, where I applied those same leadership principles on a larger scale. Our team helped drive the squadron to a 10-year high in aircraft readiness.”
Thompson also held the billet of maintenance controller and quality assurance representative.
“Those roles taught me about systems thinking, leadership under pressure, and the importance of doing things right, not just fast,” he said.
Thompson said by the time he hit 10th year in the Corps, he was on the path to becoming a warrant officer and could’ve easily done 20 — but he made the hard decision to get out.
“The truth is, I would’ve missed seven out of the first 10 years of my daughter’s life, and no promotion or pension was worth that,” he said. “So I left the Corps and moved to Japan, where my wife’s family helped create a tight-knit, supportive environment for our daughter to grow up in. That decision didn’t end my mission — it just changed the terrain.”
After spending several years living in Japan, Thompson and his wife decided to move their family back to the U.S. After getting settled in San Antonio, Texas, he set his sights on opening a rock climbing gym.
“As I dug deeper into planning, I saw the writing on the wall: the climbing gym market was growing fast, and competition was ramping up,” he said. “I started asking the big questions every gym operator eventually faces: How do you stand out? How do you retain members in a sea of options?”
That’s when he had a conversation that changed everything.
“I was climbing with my buddy Nick,” Thompson said. “I shared an idea for rock climbing, and he said, `I can build that.’ Eventually, we had a realization. The bigger opportunity wasn’t just in climbing gyms, it was in big box gyms.”
That’s when they pivoted and built GroeFit.
“Suddenly, gyms go from being black boxes to shiny diamonds, full of clarity and insight. Operators know how different demographics are engaging with the space,” he said. “Coaches can confirm that their clients are sticking to and progressing through their training plans. Members get a frictionless, personalized experience without having to scan a QR code or check in with a clipboard. Everyone wins.”
Thompson said as a leader of Marines, he knew the secret to organizational performance was making each person feel seen, supported, and guided.
“AI increases productivity and expands capacity. What makes it powerful in the gym environment is how it removes the guesswork from day-to-day operations and replaces it with real, usable insight,” he said. “If a gym’s tech systems are set up properly, AI can do a lot of the tedious stuff. Which frees up the people to focus on people.”
GroeFit also plans to expand into federal programs focused on human performance and behavior change, Thompson said.
“Our key focus right now is the Army’s Holistic Health and Fitness program. It’s still early to get into specifics, but I can say this: there are some very exciting developments happening behind the scenes,” he said. “We’re working toward something that we believe can make a real and lasting impact on military readiness, not just in elite units, but across the entire force.”
Reach Julia LeDoux at Julia@connectingvets.com.