In a recent podcast episode, Rick Mayo, CEO of Alloy Personal Training, engaged in a thought-provoking conversation with Matt Helland, Alloy’s Vice President of Studio Operations and the primary business coach for franchisees.
Through a series of seven questions, Rick delved into Matt’s motivations, challenges, and the keys to success in franchising. The episode offers valuable insights for current and prospective franchise owners, shedding light on the critical factors that drive success in the Alloy Personal Training Franchise system.
The Core Challenge: Focusing on What Matters
One of the most significant challenges Matt faces in his role is getting franchisees to focus on the core processes and operations of the business. In his experience, franchisees often get distracted by secondary issues or things outside of their control, leading them away from the essential tasks that truly drive business success. This challenge, as Matt explains, is universal among business owners but is particularly pronounced in the fitness industry where the allure of new marketing strategies or the latest fitness trends can divert attention from the foundational elements of running a successful gym.
Matt emphasizes the importance of concentrating on what truly matters: the core processes and operations. He explains, “One of the biggest challenges is for me and working with, you know, owners and operators is getting them to focus on the main thing… Everyone’s talking about sales and marketing. Nobody wants to talk about retention and actually taking care of the products and our induction process.”
This statement underscores a critical point: while generating new leads and sales is important, retaining customers and ensuring the smooth operation of the business is what sustains long-term success. Many franchisees find it easier to focus on external factors like lead generation rather than having the tough conversations and self-reflection needed to improve internal processes. Yet, as Matt stresses, it’s these internal processes—like member retention, employee training, and customer service—that ultimately determine a franchise’s success.
The Power of Being Involved
If Matt could give franchisees one piece of advice, it would be to take a genuine interest in their teams and the communities they serve. In the podcast, Matt emphasizes the importance of franchisees being actively involved in their business operations. He believes that understanding what’s happening with both the team and the members is crucial for maintaining a real pulse on the business.
“Actually know what’s happening with your team and your members in your facility,” Matt advises. He acknowledges that some franchisees operate in a semi-absentee manner, but he stresses that even in these cases, successful franchise owners maintain a strong connection with their business. They stay informed about the day-to-day happenings, ensuring they understand the needs and challenges of both their staff and their customers. This involvement is not just about being present physically but also about being mentally and emotionally invested in the success of the business.
This approach is critical in the fitness industry, where the relationship between staff and clients can make or break the customer experience. Franchisees who are engaged and aware of their business’s inner workings can address issues before they escalate, foster a positive working environment, and build strong, lasting relationships with clients. This level of involvement is what differentiates thriving franchises from those that struggle.
The Importance of Consistency
Matt also discusses the significance of following the Alloy programming for franchisees. Alloy’s success over the years has been built on a consistent and replicable business model that delivers results for clients while maintaining operational efficiency for owners. Matt highlights that the programming isn’t just about offering workouts; it’s about creating a cohesive experience across all Alloy locations.
“The business model itself is creating a place where we’re all saying the same things, doing the same things. There’s no ego inside of the programming,” Matt explains. He notes that the consistency of delivery, where every coach is on the same page and delivering the same high-quality experience, is crucial for the long-term success of the business.
This consistency ensures that clients receive the same excellent service regardless of which coach they work with or which Alloy location they visit. It builds trust and loyalty, which are essential for client retention and the overall reputation of the brand. Matt’s insight here is particularly valuable for franchisees who may be tempted to deviate from the prescribed programming in an attempt to put their own stamp on the business. He urges them to trust in the system, emphasizing that it’s designed for their long-term success.
The Personal Drive Behind the Business
Throughout the podcast, Matt’s passion for his work and his dedication to the success of Alloy’s franchisees are evident. He takes pride in his role as a business coach and is deeply invested in the success of each franchisee he works with. Matt shares that he genuinely wants every franchise to thrive and that he takes it personally when they don’t.
“I truly want you to win,” Matt says, reflecting on the personal stakes he feels in his work. This level of commitment is what makes Matt such an effective business coach. He is not just going through the motions; he is driven by a genuine desire to see others succeed. This passion is a critical component of Alloy’s success and a key reason why so many franchisees thrive under his guidance.
Looking Ahead: Matt’s Vision for the Future
As Alloy continues to grow, with goals of reaching hundreds of locations in the coming years, Matt envisions himself continuing to play a pivotal role in the company’s expansion. He sees himself managing a larger team on the operations side, ensuring that the processes and systems that have made Alloy successful are scaled effectively to support a larger network of franchises.
In ten years, Matt hopes to see Alloy with 1,000 locations, all operating with the same level of excellence that has defined the brand from the beginning. His focus will remain on maintaining the high standards that Alloy is known for while supporting franchisees in achieving their own success.
Matt Helland’s insights offer a roadmap for success in the Alloy Personal Training Franchise system. His emphasis on focusing on core processes, being actively involved in the business, and maintaining consistency across locations are key takeaways for any current or prospective franchise owner. Matt’s dedication to the success of Alloy’s franchisees is evident, and his advice is grounded in years of experience and a deep understanding of what it takes to thrive in the fitness industry. For those looking to succeed in the Alloy system, following Matt’s guidance is a step in the right direction.
If you’re interested in learning more about Alloy’s franchise opportunities or have any questions, feel free to reach out to us. We’re here to support your journey to success.
Rick Mayo – Alloy CEO & Founder
Matt Helland – Alloy VP of Studio Operations
Podcast 253