Repackaging Christianity: Alpha and the Building of a Global Brand by Andrew Atherstone 

Offers a positive history of Alpha, which nevertheless does not shy away from addressing criticisms of both the course and Holy Trinity Brompton. 

Recommended if you want to understand more about this key part of Christian history in the last 30 years 

 

Repackaging Christianity: Alpha and the Building of a Global Brand
By Andrew Atherstone
Hodder and Stoughton
ISBN: 978-1399801515
Reviewed by Andy Goodliff

Andrew Atherstone offers us a history of Alpha. There have been various critical studies of Alpha, but this is the first history.

The book is in part also a history of Holy Trinity Brompton (HTB), because you can’t talk about Alpha without talking about this London church.

It’s a good read, partly because Atherstone has been able to get first hand sources. While this is a positive account of Alpha, at the same time Atherstone does not shy away from addressing why some have been highly critical of both the course and the church. With some many of the key players in the Alpha story associated with Eton, it could easily be a history of the recent Conservative party, although Nicky Gumbel in the 1990s was seen more like a Tony Blair figure from Labour.

Atherstone’s history goes back to the 1960s and 70s when HTB was struggling and begins to tell the story of its ‘rebirth’ through various charismatic figures and a heart for evangelism. Next comes the impact of John Wimber and the charismatic movement in the 1980s before Gumbel arrives as curate (he already had a history with the church), takes over Alpha and begins to build its brand.

Later chapters address the way Alpha sought to ‘market the gospel’ and ‘reach the globe’, along the way seeking to cater for all denominations and traditions (Baptist get a brief a mention), in particular, Roman Catholics. The later chapters show how Alpha continues to adapt, with a new emphasis on social justice, a move to digital and ending with a move to online during Covid.

The book ends with the retirement of Gumbel as vicar in July 2022.

Athestone leaves the reader to make their own judgments on Alpha. This reader cannot deny Alpha has been successful — lots and lots of people who attend the course become Christians — at the same time reading the history, this same reader continues to feel uncomfortable with the embrace of becoming a brand and shares with an early critic (1994) from Pete Ward that Alpha is akin to McDonalds.

I very much enjoyed the book. Atherstone writes well — he’s written a good biography of Justin Welby too — and I believe is fair in his telling. Recommended if you want to understand more about this key part of Christian history in the last 30 years. 
 

Andy Goodliff has been the minister of Belle Vue Baptist Church, Southend-on-Sea since 2010.  He is a Lecturer in Baptist History and Theology at Regent's Park College