This is not “alpha male” whatsoever. This is maybe slightly improving one’s endurance of pain & discomfort. They missed the fucking mark. To me “alpha male” (if you are referring to that as being a honorable person) is very simple = Humility. Empathy. Discipline. Good listening skills. This practice/experience that they’re undertaking/paying for is just reinforcing negative male archetypes detached from their emotions and creating an atmosphere of off the charts hubris.