Repackaging Christianity: Alpha and the building of a global brand

by Andrew Atherstone

"Alpha has become a global phenomenon and, in this well-researched and compelling account, it has now found its historian." —Professor Timothy Larsen (Wheaton College) for the  Times Literary Supplement

Alpha is a global phenomenon,  one of the most famous and controversial brands in Christian evangelization. Launched internationally in 1993, it has attracted wide public commentary over the decades, not only among churches but also in mainstream television, radio and newspapers such as The Economist and The New York Times . Even Elle and Fabulous have covered Alpha. Over a million participants attend the course every year and it has been a powerful driver of Christian innovation and resurgence in a secular culture.
 
Alpha’s presiding genius, Nicky Gumbel, has won plaudits as a new Billy Graham for the modern age. As Alpha prepares to mark its thirtieth anniversary in 2023, Repackaging Christianity tells, for the first time the full accounts of Gumbel’s dramatic conversion to Christianity along with other key figures such as the current Archbishop of Canterbury, Justin Welby. It chronicles the genesis of Alpha from its beginnings in the West London dinner party set of the 1970s, turbo charged by the influence of John Wimber and the Toronto Blessing in the 1990s to what is now an international movement ‘to transform society’ embraced on every continent on the world.
 
Plenty of books, articles and doctoral theses have analysed and criticised Alpha from sociological and theological perspectives. But there has never yet been a full history of the fascinating story of this movement, until now.
 

Genres: Christian

320 pages, Hardcover

Published November 15, 2022

About the author

Andrew Atherstone is tutor in History and Doctrine, and Latimer research fellow, at Wycliffe Hall, Oxford. He is a fellow of the Royal Historical Society, and has published widely on a number of Anglican personalities such as Charles Golightly (Oxford's Protestant Spy, Paternoster, 2007), and George Carey.

Reviews

[Tim Sheppard · Rating 4 out of 5]

Atherstone has written a warm and fascinating description of the flourishing of the Alpha course, charting the growth of HTB and the global expansion of the Alpha brand. The account is generous, acknowledging criticisms from various Christian and non-Christian voices but not really pausing to evaluate; it is a "positive history of Alpha" - perhaps even a "celebratory chronicle" - rather than an assessment of it.

However, even as someone who has problems with various aspects of Alpha's teaching (e.g. its treatment of sin and therefore the cross), and serious misgivings about decisions the team have made (for example, "Embracing Rome" p155-174, or Gumbel's 'studied silence' over issues of sexuality p181-186), I'm really grateful for this account. It encouraged me with the confidence of these Christians that God really is at work today; it reminded me of God's global vision by which He is reaching the nations; it impressed upon me the importance of godly ministry and the power of prayer; and it shared another example of the sovereignty of God in using our efforts - weak and faulty, all of us - to take the name of Jesus to the ends of the earth.

[Gwilym Davies · Rating 4 out of 5]

I really enjoyed reading this: personally, I found it quite riveting. Partly, I think that's because it tells a story that so closely parallels my own history growing up in a Toronto blessing charismatic Anglican church, and then coming to St Helen's Bishopsgate as a student (a church that is so similar to, and yet so different from, HTB). There were all sorts of moments where I thought: ha, now that makes sense. And so I felt some of the pieces of my own Christian life snap into place. Partly, it's just an extraordinary story - extraordinary in the growth, the entrepreneurial spirit, the mind-boggling scale of Alpha, the scope of its ambitions, and extraordinary in some of the decisions that have been made along the way.

This is neither a cautionary tale nor a hagiography. In fact, Atherstone does a wonderful job of just telling the story and letting Alpha, its champions, its critics and the numbers speak for themselves. I imagine that an Alpha enthusiast would find it sympathetic, and I imagine that an Alpha-critic would find plenty of grist for their mill. I came away simultaneously more impressed, and more concerned, by what I'd read. There's lots to admire - and much to find alarming. But mostly, I came away better informed. For better or worse, it's hard to understand the state of the church in the UK at the end of the first quarter of the twenty first century without understanding the story of Alpha. Well worth reading.

[Carolyn · Rating 4 out of 5]

An interesting book. It is a clear history of Holy Trinity, Brompton and Alpha. It gives background, context, and development of the institution and the people involved. The first half of the book which is more the history and story is much more interesting, the last few chapters get rather bogged down with lists of countries, languages, and stats.
The book is clear that Alpha has had critics, it quotes many of them and also shows how Alpha changed and developed in response to some of them. However there is little analysis to show wether or not the criticisms were justified, and because of this there is the feeling that the changes may have been more cosmetic and based on marketing than on real development. Without a deeper analysis it is hard to tell.
There are lots of stories and testimonies from Alpha participants, and there is a real energy to the story, especially in the early part of the book. It would be good to also include some stats and stories about 20 years on where most of those who attended the Alpha Course in the first, say 10 years are in faith, in church, or not, now. We read occasional stories of those who go on to be lead Alpha person for their country, but very little of the average attenders. One of the criticisms is that people do Alpha, experience something, blaze for 6 months and then disappear, and this is never adequately addressed.
Although the book does come up to date, finishing with Gumbel’s retirement, the book concentrates in much more detail on the background and first 10 years or so. The period from the mid 2000s is where lists and stats tend to take over. It changes from the story of people and a church, to the story of an organisation, and I think suffers because of that…but maybe this is what happened to Alpha?
One thing that is clear throughout, is that HTB and Alpha benefitted tremendously from the Old Etonian Oxbridge network. There are numerous stories of how knowing the right person with the right connections helped. How many people can have a passport stolen whilst abroad on a holiday weekend and just ring their wife and tell her to contact everyone who knows the High Commissioner and ask them to ring and get him to sort it…and have that happen? When Christians talk about friends in High Places they are normally referring to God, but with HTB they have a massive influence not just because of their size and income, but also because of their connections. I’m not saying this is necessarily a bad thing, just that it stands out.

Overall, this book is worth a read, it’s a good general history of Alpha, that is positive without being hagiographic but there is little analysis and the last few chapters are to be ploughed through.
Oh, and don’t worry if you are on Kindle, the book finishes at around 70% because it is well footnoted with sources.

[Andy Bond · Rating 4 out of 5]

A thorough history of Holy Trinity Brompton and Alpha.

In the main this is a positive portrayal of how HTB went from a an upper class Anglican Church in London through modernisation and spiritual/charismatic renewal through to being the home of a global tool for evangelism. It unpacked some of the theology of Alpha and it's developments. Atherstone includes many stories and quotes many critics.

If you want to understand HTB, Alpha and the HTB network this is invaluable reading.

I was encouraged by the stories of conversation and encounters with the Holy Spirit. I was more troubled by the absolute focus on unity which at times I feel downplays some deep and important doctrinal disagreements.

Without a doubt God has and is using Alpha.

[Tim Littleford · Rating 3 out of 5]

Generally an enthralling and helpful history of Alpha. Bit boring at times, and I found myself far more intrigued by the insights into HTB. Probably written 10-20 years too early to really get the true details of the dynamics at play, but I enjoyed it.

[Alex · Rating 4 out of 5]

Really enjoyed this.

[Daniel · Rating 4 out of 5]

Riveting history of Alpha, charting its birth in the charismatic movement to its global reach today. Despite the pitfalls of the course/Gumbel's leadership (over-emphasis on the HS/experiences, unclear doctrine, friendship with Rome) God has clearly used it to reach an extraordinary number of people around the world. Praying that many have been genuinely saved through it!