Alloy Personal Training Business

Table stakes is a term used in poker, meaning the minimum amount you need to get to a table and play a game. When used in business, it means the barrier of entry or the minimum offering you have to provide to be in a particular business. For instance, in a personal training business, it is expected that your facility should be clean, you should offer specificity, great programming, good enough cus...

In order to succeed as an entrepreneur in the fitness industry, you need to get your systems and processes dialed in. This allows you to grow, scale, retain, and repeat. This is the story of Alloy Personal Training Franchise.   Having been in business for more than 30 years and licensed thousands of clubs worldwide, Rick Mayo and the Alloy team ventured into the franchising world in 2019. Shortly...

Before customers can make the decision to buy your product/service, they want to find out what other people are saying about it. 91% of people will look for reviews/success stories before making a purchase. Through the lens of selling personal training memberships, success stories are important because they validate that the product works and others have experienced the results. Here at Alloy, we...

A lot of people, when getting into entrepreneurship, have an expectation of finding happiness or some kind of fulfillment that will result from running a business. Do they ever find happiness or feel fulfilled? It depends… As we have observed in other episodes, entrepreneurship is a self-development journey disguised as a business. To experience growth in your business, you have to up-level yourse...

In this episode, Rick interviews Dan Park, VP of sales for InBody, an advanced device that measures body composition through bioelectrical impedance analysis (BIA). It's a quick, noninvasive, accurate body composition analyzer providing a detailed breakdown of your weight in terms of muscle, fat, and water. Dan explains the technology behind the InBody, how they have scaled in both the medical and...

One of the questions we get from candidates looking into buying an Alloy franchise is who is our ideal candidate. As an investor in the Alloy franchise, you don't have to service revenue. You can find an operator who will run the facility. But you must coach and motivate them to do this job effectively. There is nothing like a totally absentee owner in any business. So for our potential candidates...

We live in an increasingly digital age where everything we do has a digital touch, and fitness is no exception. To succeed in the fitness business, you must continually improve the customer experience and keep your clients engaged even when they are not inside your facility. Personal training apps are great at achieving this. But the thing with software and apps is that it would be futile to build...

In this episode, Rick Mayo is interviewed by Dr. Kevin Christie of Modern Chiropractic Marketing on the importance of strategic branding and how to go about it. What comes to mind first when you think about all the great brands you interact with? I bet it’s the customer experience. Building a brand is more than just designing a logo and a color scheme. It’s about creating an emotional connection t...

Time to Value (TTV) is a business concept that measures the time between when a customer purchases a product/service and when they start actually deriving value from it. The shorter this period, the better the perception of customer experience and the longer they stay. This is perhaps the most critical metric in the fitness industry when it comes to client longevity and retention. As a fitness ent...

Alloy Personal Training CEO Rick Mayo recently spoke at the FitPro Growth Summit in Nashville. While there, he met Amanda Hanquist of FIT CFO. She is a Financial Expert who helps health and fitness entrepreneurs with the financial side of running their businesses.  In this packed episode, Rick and Amanda explore a wide range of topics in the fitness entrepreneurship space.  In over 30 years of run...

In this episode, Matt and Rick discuss what really makes small group personal training "personal." Spoiler alert- it goes beyond exercise technique and great workouts. The lens that you have to put on as a business and as a trainer if you are to truly deliver personal training in a small group setting is treating each person as an individual. Each person in front of you is unique in what they need...

In this episode, Rick speaks with Abbie Kohler and Brian Morley of Resuscitech, a mobile CPR, AED, and First Aid certification/education solution. They are the only company providing CPR training and certification through a mobile phone. For a long time, CPR training had not caught up with the technological revolution of recent years. Abbie and her fellow co-founder, Greg, decided to leverage tech...

As entrepreneurs, we can often be guilty of overcomplicating our businesses by adding layers of complexity that don't necessarily move the needle forward.   In this episode, Rick and Matt talk about keeping it simple. This is easy to say but difficult to implement, especially in the fitness industry.  But as data shows, businesses that manage to keep it simple and provide a consistent customer exp...

Kanter's law states that everything looks infinitely harder when you are in the middle.  It was coined by Rosabeth Moss Kanter, a professor at the Harvard Law School.  In this episode, we discuss this law through the lens of franchising.  Just every new thing, when buying a franchise, you'll be very excited about the idea of starting a new project. On the other end, a great exit is something all e...

Did you know that Alloy Personal Training Franchise has an industry-leading retention rate?  This is our claim to fame and a powerful reason people buy our franchise because they can actually run a fitness business, not a marketing business with fitness on the side like some gyms do.  But our customers don't just stick around longer than in any other fitness facility for no reason…. In this episod...

The word 'sales' is sometimes viewed as a dirty word in the fitness industry. Some trainers don't even want anything to do with it, they just want to help people get in better shape. You can be the best trainer, but you don't have any clients without sales. You must first sell to find people to help.  In this episode, Matt and Rick take you through the Alloy Personal Training Franchise sales proce...

We have previously discussed some cool phrases and techniques to close a sale, but did you know you might be screwing up your sale process unknowingly through some simple mistakes. In this episode, Rick and Matt go through the common mistakes they see people make in the fitness industry as they try to close a sale.  You won’t believe how small these mistakes are, yet they mess up your sales proces...

At some point, successful entrepreneurs often wonder if they should franchise their business. But as any franchisor will tell you, this is a completely different business from your current business. It offers different challenges and opportunities to grow and help others along the way.  But how do you know if you should go down this route, and if so, what do you need? Having successfully operated...

Meetings suck…..right?  I bet you’ve sat in a long, tedious meeting where this thought crossed your mind.  But the fact is only sucky meetings suck. For a gym owner, meetings are an excellent opportunity to get the team together to convey ideas, remind the team of the important things and the bigger picture, celebrate clients' successes, hold each other accountable, etc.  Meetings are an important...

Having been in business for more than 30 years and powered thousands of clubs worldwide, the Alloy Personal Training concept is a proven fitness and business model.  This is the background upon which the franchise was built. The concept and systems were tested over and over again in a white label format before the eventual rollout of the franchising model.  In this episode, Rick explains the reaso...

With our franchising business gathering pace and lots of people from different backgrounds coming in, we thought we could set out the expectations that an entrepreneur should have when getting into business.  There is no better person to do this than Rick, having been in entrepreneurship for more than 30 years.   Rick admits that he didn’t have the right lens for his fitness business initially. He...

A presale is a marketing strategy to sell as many memberships as possible before opening your new gym.  Here at Alloy Personal Training Franchise, we have a strong presales playbook that sees our franchisees open with close to full capacity memberships. This is very important from the investor standpoint to open cash-flow positive. Return on Investment (ROI) is much faster, which is what we want. ...

Arguably, the most important aspect of our jobs is closing sales. Yet many people in the fitness space either don’t know how to do it or don’t want to appear salesy. This shouldn’t be the case at all. In this episode, Rick and Matt go through the top sales closing techniques we deploy here at Alloy Personal Training Fitness Franchise to great effect. These techniques will convert you from a nervou...

You’ve probably given some thought to the idea of having an executive assistant to get some tasks off your plate but wondered how to go about it or who to hire. As an entrepreneur, it’s easy to find yourself overwhelmed by tasks that really don’t move the needle forward in your business in a meaningful way. That’s where an executive assistant comes in. They help you as a leader/CEO of your company...

The fitness industry continues to grow as society emphasizes healthy living, especially coming out of the worst public health crisis we’ve had in decades. A fitness career is uniquely rewarding as you genuinely get to help people attain their health and fitness goals. But to many coaches and personal trainers, the career in this industry trajectory isn’t clear. In this episode, Matt describes his...