All In, All Alpha is our promise to the trade and to you, the tradie.
We back our gear and the people who use it, with a no-compromise approach and the testing to prove it.
It’s a commitment to product quality, product range, performance and supporting the people on the tools, with gear they can rely on.
No second guesses, no doubt, just power tool accessories that do what they’re meant to do, when it matters.
Everything we strive for, not just this year but well into the future, is Alpha through and through. We’re all in on the tools, on the grind, and on delivering results, because All In, All Alpha isn’t just how we work, it’s how we stand behind you.
What we’re all in on
➤ All in on tools
Power tool accessories take a lot of wear and tear, that’s what they’re built for. But there’s a big difference between gear that’s “good enough” and gear that can do the job, day after day, without failures, breakages, or costly stuff ups.
We know “good enough” costs more in the long run, with wasted time, rework, downtime, and replacing cheap accessories that never last.
We build power tool accessories to perform under pressure. That means accuracy, speed, clean results, and tool life you can trust job after job. It’s all about that high-quality tool bit.
But quality doesn’t just start and end with performance. Quality is the materials used, how it’s engineered, how consistently it performs, and how well it meets what tradies actually need on the job.
All Alpha power tool accessories are developed in Newcastle NSW Australia then we work with an international manufacturer that is best suited for that product range, and has the materials required to ensure success.
We are all in on product ranges that tradies use every day, including drill bits, holesaws, reciprocating blades, countersinks, driver bits, saw blades, and abrasives, plus sets and kits that keep you moving on the job.
➤ All in on testing
Our performance sets the standard; testing backs it up and tradies prove it on the job.
Testing is the foundation of Alpha with every product earning its place through rigorous testing, including side-by-side comparisons against leading competitors, so performance is proven under pressure before it hits the shelf.
Our expert product development team tests in Newcastle to make sure products meet specifications and performance requirements. And we don’t test once.
We test again and again until the tool breaks, learn what fails, then refine until the result is ready for real-world work.
Check out testing case studies below:
➤ All in on you
We stand behind the people on the tools, the hard workers who want good quality, no-nonsense gear that gets the job done.
No matter which Alpha products you use, you should be able to trust you’re getting accessories that deliver on safety, quality, and value for money.
To ensure we are delivering on all these points, we take feedback seriously. Real tradie input helps shape our products and keeps us accountable to the standard expected.
In our recent trade survey, 92% of tradies said they back the Alpha brand, check out just a few of our testimonials below:
What to expect from Alpha this year
You’ll see more of what matters to tradies, across the full Alpha range:
- Outperforming product releases
- Testing proof that highlights the difference
- Practical education supporting onsite performance
- Range-wide product spotlights
- Real stories from Aussie tradies
In 2025, our Job Done in One campaign put a spotlight on Alpha Onsite+, showcasing power tool accessories designed to streamline work onsite. With features like the unique Step Tip design, we focused on reducing repeat tasks, improving efficiency, and helping tradies get through demanding jobs faster.
This year, All in, All Alpha carries that same drive further, across the full Alpha range and the full promise behind it: performance, testing, and backing tradies.