In today’s competitive fitness market, one of the most important factors that can set a gym apart is a strong, engaged gym community. Joy Sandoz, a multi-location franchisee of Alloy Personal Training, has become known for her exceptional ability to build that community.
It is important to build a gym where members not only achieve their fitness goals, but also feel connected to one another and to the gym itself. With an approach that combines a passion for fitness with a deep understanding of relationship building and leadership, Joy has created a space where people truly feel at home.
Her work has not gone unnoticed, as she was the recipient of Alloy’s Annual Heart First Award, an honor given to a franchisee who has made the most impact on their community. Through her creative events, strong team leadership, and inclusive gym culture, Joy has demonstrated the power of building a thriving gym community. In this article, we’ll explore her philosophy on community building, how she keeps members engaged, and the importance of leadership and team empowerment in creating a gym where people feel like they belong.
Joy’s Journey to Gym Ownership
Joy’s path to fitness and business ownership was not a straightforward one. She didn’t grow up as an athlete, nor did she immediately see herself in the fitness world. In fact, she worked in graphic production and cartography before making the shift to personal training and eventually owning multiple fitness studios. Her transformation began at age 36, when she found herself unhappy with her weight and overall health.
After deciding to take charge of her fitness, Joy began running and made some significant changes to her diet. She lost 35 pounds, but despite her weight loss, she was still dealing with issues like getting winded easily and recurring ankle sprains. It wasn’t until a physical therapist recommended strength training and core work that Joy began to understand the true power of fitness. She started working at a small studio and eventually took a deep dive into the world of personal training. From there, she made the leap to becoming a gym owner, with her focus firmly on building a supportive, inclusive community around fitness.
The Importance of Community in Gym Culture
One of the cornerstones of Joy’s approach is her belief that a gym should feel like a neighborhood gym, a place where everyone knows each other, feels welcome, and is treated like family. The personal connections and sense of belonging are crucial to creating an environment where people want to return—not just for their workouts, but because they feel emotionally connected to the space and the people in it.
For Joy, the key to success is making people feel like they are part of something bigger than just a workout program. This means taking the time to get to know members and creating a welcoming atmosphere where people can feel comfortable being themselves. She says, “I want it to be a place that I want to be, where other people feel comfortable being there too.” By cultivating this kind of environment, she has fostered a community that thrives on connection and mutual support.
As a franchisee in Alloy’s network, Joy’s commitment to community outreach has been evident in the way she organizes events, interacts with members, and creates a space where people can form real, meaningful connections. Her goal is not only to create a space for fitness but also a place where people can experience shared growth—both physically and emotionally.
Building Community Through Events
One of Joy’s biggest strengths is her ability to create and implement fun and engaging events that encourage interaction among members. These events are designed to appeal to a broad spectrum of people, regardless of their fitness level or interests. Joy emphasizes the importance of listening to members to find out what they enjoy and are passionate about, ensuring that the events she organizes cater to the community’s interests.
Here are a few examples of successful community-building events that Joy has hosted:
1. Dance Classes
Initially, Joy didn’t think she could offer a dance class, given her own lack of dance experience. However, when members requested a cardio dance class, she listened and found a dance instructor to host workshops. The response was overwhelmingly positive, with members excited about learning something new. Even Joy herself joined in and had fun, strengthening the community by showing that everyone, including the gym owner, is willing to learn and grow.
2. Cooking Classes
Another memorable event was a comfort food cooking class where Joy and her members came together to prepare nutritious versions of classic comfort foods. This was not only an opportunity to learn healthier cooking habits but also a fun way to bond outside of the gym setting. Joy also made sure the gym didn’t smell like garlic and onions for days afterward!
3. Pickleball and Social Outings
A Pickleball 101 class and mixer was another hit. Members of varying fitness levels participated, enjoying both the workout and the chance to socialize with others. Joy also hosts monthly yoga and stretching classes, as well as a run/walk club at a local brewery, where members can bring their dogs, children, or friends for a casual workout followed by a drink.
These events, in addition to others like field days, holiday workouts, and seasonal challenges, create opportunities for members to connect, laugh, and enjoy activities outside of their typical workout routine. Joy’s events encourage members to engage with one another in a lighthearted and non-intimidating way, helping to build a sense of community and belonging.
Creating a Team That Feels Like Family
As important as building a strong member community is, Joy knows that building an equally strong team is crucial to the success of her business. Joy’s leadership philosophy creates a work environment where her team feels valued and empowered. She takes pride in her hands-on approach, guiding her staff through both their professional and personal growth.
Joy believes in servant leadership, meaning that she is willing to do whatever it takes to help her team succeed—even if that means stepping in to do menial tasks, such as cleaning or folding towels. By leading by example, she shows her staff that no job is too small, and that every part of the business is important to its success.
Furthermore, Joy emphasizes the importance of continuous learning. She encourages her team to ask questions and seek feedback, making sure they feel supported in their roles. Joy gives them the autonomy to make decisions and fosters an environment of independence where staff members are empowered to take ownership of their work. She makes sure that they feel comfortable coming to her for advice and guidance, knowing that it’s okay to make mistakes and learn from them.
Leadership: A Personal Journey of Growth
The process of leadership development has been one of personal growth for Joy as well. She points out that she went from being a room mom organizing school activities to managing a team of fitness professionals. While the tasks may be different, the skills she honed in her personal life—such as organization, communication, and emotional intelligence—have proved to be invaluable in her role as a business owner.
As she looks back on her journey, Joy recognizes the importance of soft skills in leadership. She encourages anyone interested in opening an Alloy franchise to embrace these skills. According to Joy, emotional intelligence and the ability to build relationships are key to successfully managing both staff and clients. She says, “If you can keep a bunch of middle schoolers engaged and paying attention, you can definitely keep a group of 35 to 65-year-olds on task!”
Advice for Aspiring Franchisees
For those considering opening an Alloy franchise, Joy emphasizes the importance of soft skills and authenticity. She believes that empathy, communication, and creativity are just as important as business acumen when it comes to succeeding in the fitness industry. Furthermore, she encourages new franchisees to embrace their quirks and bring their unique personalities into their gyms.
As Joy puts it, “If you can lean into those soft skills and use them authentically, they will be your greatest strengths.”
Joy also informs potential franchisees that the journey of entrepreneurship includes highs and lows. There will be moments of self-doubt, unexpected challenges, and moments of exhilaration. However, by staying focused, building a strong team, and fostering a sense of community, success is within reach.
Building a strong community within your gym is about more than just providing great workouts. It’s about creating an environment where people feel valued, connected, and supported. Joy Sandoz’s approach to community building at her Alloy Personal Training studios exemplifies how cultivating relationships—both with members and staff—can lead to a thriving, sustainable business.
For anyone looking to build a strong community in their gym or business, the lessons learned from Joy’s journey offer invaluable insights on the power of community, leadership, and authenticity. By focusing on connection and creating a supportive environment, you too can foster a community that not only works out together but grows together.
Additional Resources:
- Rick Mayo
- Joy’s Instagram: https://www.instagram.com/mappchik
Podcast 298 Key Takeaways
- Intro (00:00)
- Joy’s shift from a non-athletic background to fitness (02:27)
- Importance of community in gym culture (05:59)
- Creating a gym atmosphere where people want to hang out (08:04)
- Building a team that feels like family (15:18)
- Continuous learning for personal and team growth (18:33)
- Developing leadership by teaching team independence (23:40)