Repackaging Christianity: Alpha and the building of a global brand

by Andrew Atherstone

The story of Alpha is of major significance for understanding the place of religious faith in the modern world, but that story has never been told - until now.

Since its launch in 1993, the Alpha movement has evolved from 'supper party evangelism' in the Kensington suburbs into a global brand of Christian outreach. Today, over a million people attend Alpha every year, but the history of its rise to popularity has never been documented. What caused such spiritual renewal in an age of scepticism? And what propelled Alpha into a phenomenon that is recognised across the globe?

Alpha is far more than an introductory course to Christianity. At the core of its brand identity is a 'repackaging' of the Christian message for contemporary audiences. Innovation and cultural adaptability are built into Alpha's DNA, one of the chief reasons for its longevity and influence. Nimbly utilising the multimedia and digital revolutions, it has contextualised into cultures and languages across the planet. And led by charismatic, savvy individuals, it has attracted people from across the social spectrum, making waves in national media.

Andrew Atherstone leaves no stone unturned as he presents this fascinating history. With exclusive access to original archives, Atherstone recounts the miraculous stories of HTB's early years, the first full account of Nicky Gumbel's conversion, and the strategic decisions that launched Alpha onto the global stage of Christian influence.

With sharp historical analysis, Andrew Atherstone uncovers the story of Christian resurgence in our contemporary age.

Genres: Christian

378 pages, Kindle Edition

Published July 21, 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!