Brook Church-Koegel is the Founder and CEO of Alpha Capital Management, LLC (ACM), an asset management firm that invests as a co-GP alongside institutional investors. His personal holding company, Alpha Asset Holdings (AAH), is the foundation of his family office and holds his ownership stake in ACM. Through ACM's affiliated education platforms — the Insurance Education Institute and Advisors Edge — Brook has also built a business dedicated to helping financial professionals develop real fluency in quantitative investment methods.
For Brook's public accounts and related websites, visit Official profiles. His selected articles are collected on Publications & Profiles.
The first presidency
Brook's first leadership role came earlier than most executives' entire careers. As a boy in El Segundo, California, he was an active member of his local Boy Scout troop — the same troop that, together with his sister's Girl Scout troop, founded what would become known as the world's first nonprofit organization founded by kids and run by kids: Tree Musketeers.
Brook served as Tree Musketeers' president from 1987 to 1994, guiding the organization through its formative years, and remained an active volunteer for more than two decades afterward. In 2017, alongside his sister and mother, he helped oversee the organization's formal wind-down after three decades of operation.
Scouting and Tree Musketeers instilled the grounding in service, discipline, and organizational leadership that Brook credits as foundational to who he is today.
The New York years
After graduating from El Segundo High School, Brook moved to New York to attend Hofstra University. Following his studies, he entered the world of management consulting, working closely with hedge funds and private equity firms and developing a deep, practical fluency in institutional investment structures. That chapter came to a close in 2007, when the Global Financial Crisis reshaped the industry and prompted Brook to return home to Los Angeles.
The operator's turn
Back in California, Brook pivoted to operations, taking on a role with a high-end fitness chain where he focused on improving same-store sales performance — an experience that sharpened his instincts for operational efficiency and measurable growth.
Back to capital
In 2013, he returned to private equity, working across both the insurance and real estate divisions of a national investment firm and broadening his expertise across two capital-intensive, highly regulated industries.
Alpha
In 2018, drawing on more than a decade of experience across consulting, operations, and private equity, Brook set out on his own — launching his first investment fund and laying the foundation for what would grow into Alpha Capital Management, Alpha Asset Holdings, and their affiliated education platforms.
Education built by practitioners, for practitioners.
Today
Today, Brook leads ACM's strategy, growth, and partner relationships, while continuing to build AAH as the long-term foundation of his family's wealth. Outside of his professional work, his roots in Scouting and youth civic leadership through Tree Musketeers remain a defining part of his story.
Brook lives in Southern California.