The franchise fitness space has so many options, which makes standing out from the pack a challenge. But Rick built the successful Alloy Personal Training fitness franchise by taking a unique approach, focusing on a niche market with a scalable model and a selective franchisee selection process. Alloy’s story began with a proven fitness concept that thrived corporately for years. He saw a gap in the market for personalized, small-group training specifically targeting active adults aged 45-65. This demographic is often underserved by traditional gyms or large group fitness classes. This focus o ..read more

In this episode, Joe Steele interviews Rick Mayo on his journey from a personal trainer to a successful entrepreneur. He takes us through the evolution of the personal training industry, the challenges of entrepreneurship, and the strategic decisions behind expanding Alloy into a franchise. In the early 1990s, personal training was not common at all. In fact, most people had not heard about it. Rick had to educate clients about its benefits. Rick’s business continued to grow and eventually transitioned from one-on-one personal training sessions to small group training. This was the key moment ..read more

Entrepreneurship isn't always the dream job it's often portrayed to be. Elon Musk famously described it as "staring into the abyss while eating glass." In this episode, Matt and Rick break down this quote to discuss the real challenges of running a business. You'll learn what the "abyss" and the "glass" represent – the constant awareness of potential failure and the unpleasant tasks that come with leadership. We discuss why some entrepreneurs struggle: it's not always about having bad ideas, but often an unwillingness to consistently tackle the difficult parts of the job. We'll also share prac ..read more

The fitness industry is often obsessed with member acquisition, but Alloy Personal Training Franchise stands out with a metric that truly matters: client retention. Sure, we love seeing new faces walk through our doors, but one measurement of success that stands out is how long they stay a part of our community. Our average client sticks with us for a remarkable 36 months, and there's a reason for that. One of these reasons is that we intentionally keep our studios small to make it really personal training, not just in name. This means the trainers know more than just the client’s fitness goal ..read more

Picture a franchise where everyone cares deeply about meeting standards, teams are motivated, and businesses flourish. The secret ingredient? Accountability. In this episode, Matt and Rick discuss accountability as the highest form of care. Sincere Candor is an Alloy core value. We explain how accountability is threaded into an organization and give real-world examples of how it can manifest itself positively or negatively. When everyone—from investors to front-line coaches—feels accountable, the franchise develops a culture of both care and operational excellence. Accountability is not just a ..read more

In fitness marketing, it's easy to forget the power of traditional marketing efforts that have driven lasting success and ensured a constant flow of organic leads. While important, digital marketing should not be the sole focus. Your marketing efforts must be diversified across multiple channels. In this episode, Rick chats with Alloy franchise business coach Adam Blankenship about 3 key organic marketing strategies. These are simple, critical techniques for improving your organic marketing efforts. He emphasized that success in organic marketing is an ongoing effort, not just a one-time actio ..read more

The difference between a struggling entrepreneur and a wildly successful one often lies in unexpected factors. In this episode, Matt and Rick explain the less obvious yet crucial elements of entrepreneurial success. They emphasize that the keys to unlocking business growth lie in self-reflection, a curated information diet, and prioritizing personal well-being. Understanding yourself as an entrepreneur is paramount. It's easy to become the bottleneck in your own business. Be ruthlessly honest with yourself to pinpoint where your limitations might be hindering growth. Additionally, the informat ..read more

The Director of Training role is often misunderstood in the fitness industry, but it’s very important in driving success in any fitness facility. In this episode, Rick speaks with the Director of Training at the Alloy corporate location, Cian Roche. Cian explains the 3 critical skills needed to succeed as the Director and how he maintains a 97% retention rate. With a background that blends rigorous exercise science training with impactful customer connections, Cian reveals how he steers the flagship Alloy corporate gym to unprecedented success. He explains the multifaceted responsibilities of ..read more

Have you ever considered taking your successful business and expanding it into a franchise? While the idea is exciting, it's important to understand the complexities involved. In this episode, Rick chats with Suzanne Robb about whether or not someone should franchise their business. We reveal the realities of formulating, marketing, and running a successful franchise business. They highlight the significant investment of time, money, and emotional energy that goes into franchising. It's important to thoroughly understand your market, build robust support systems for franchisees, and ensure roc ..read more

Are no-shows plaguing your personal training consultations? You probably think the solution lies in technology, but a human touch makes all the difference. In this episode, Rick and Matt explain how ditching automated booking systems for personalized interactions can dramatically improve your show rates and transform your business. While convenient, automated booking systems lack the personal connection that fosters commitment. They treat potential clients as transactions, not individuals. This disconnect can lead to a lack of urgency and, ultimately, missed appointments. By engaging with pote ..read more