Rick Mayo, Alloy Founder & CEO, describes the keys to success and why Alloy is a growing by serving the right people in a specific demographic market.
Recently Rick was interviewed in 2 articles about what his success: Focus On Helping, Not Selling article and Serve the Right People Exceptionally Well article.
In a crowded wellness and fitness market, it’s easy to feel the pressure to do it all: try to help everyone, follow every lead, and close every sale. The truth is, this “Try To Do Everything” approach often leaves practitioners spinning their wheels with squirrel brain, chasing leads that fizzle out, and serving clients who aren’t the right fit. The result? Burnout, mediocre results, and stalled business growth.
The better path—one followed by high-performing wellness professionals and growing fitness brands like Alloy—is rooted in two simple but powerful concepts.
Key To Success In Business
- Serve the Right People Exceptionally Well.
- Focus on Helping, Not Selling.
- Bonus: Specialize by defining your niche that allows you to successfully serve those people.
Let’s break down how these ideas work together to help you build a loyal client base, grow your impact, and run a business that truly thrives.
Part 1. Help, Don’t Sell With The Art of Authenticity
Too many sales conversations are focused on “closing” rather than connecting. You’ve probably experienced it yourself—emails that say “Just checking in to see if you’re ready to buy,” or pushy direct messages that make you cringe.
In the wellness space, that approach not only turns people off—it erodes trust. Why? Because fitness, health, and personal training are deeply personal. People don’t want to feel like a number on your sales dashboard; they want to feel heard, supported, and respected.
So how do you follow up with leads without being salesy?
You shift your mindset from selling to serving. That’s the core of the “help-first” model.
Playbook On How To Serve With Authenticity
1. Personalize the Approach
A generic message won’t cut it. Reference something specific from your initial conversation or discovery call. Show them that you remember them, not just their name.
Example: “Hey Maria, I remember you mentioned wanting to get stronger to keep up with your grandkids. I just came across a great article on strength training for longevity and thought of you—hope it’s helpful!”
2. Lead with Value
Every touchpoint should be an opportunity to add value. Share a relevant resource, success story, article, or podcast that ties into their goals.
“Hi James, I saw this quick 5-minute mobility routine that reminded me of our chat about improving your golf swing. Thought you might find it helpful!”
By giving first, you build trust and become a resource—not just a salesperson.
3. Respect Their Timeline
Not every lead is ready to buy now. That’s okay. The goal isn’t to pressure them into action—it’s to stay on their radar so that when they are ready, you’re the first person they think of.
How to stay in touch without nagging:
- Monthly check-ins with valuable content
- Testimonials or success stories from similar clients
- Updates on your programs or community events
4. Be Direct, But Not Aggressive
Sometimes, clarity is kind. Don’t ghost a lead or drag the conversation on forever. A kind, low-pressure check-in can move things forward or give closure.
“Hi Alex, just circling back. If you’re still thinking about starting your fitness journey, I’m happy to help. If now’s not the right time, totally okay—just let me know what works for you.”
This simple, respectful message gives the lead autonomy and shows that you care more about their needs than your bottom line.
The Result of approaching follow-ups as helping, not selling, something powerful happens:
- Prospects feel safe and seen.
- You build long-term relationships.
- They come back to you when they’re ready.
Your energy shifts from “closing” to “connecting,” and that changes everything.
Part 2: Serve the Right People Exceptionally Well
Once you master the art of building relationships, the next step is knowing exactly who you want those relationships with.
In the early stages of business, it’s tempting to try to help everyone—young athletes, postpartum moms, weight loss clients, weekend warriors, seniors, you name it.
But this one-size-fits-all approach almost always leads to:
- Inconsistent results
- Vague marketing
- Lack of direction
- Exhaustion and burnout
The breakthrough? Narrow your focus and go all-in on your ideal client.
“When I started in fitness, I quickly realized that chasing every client type—young athletes, weekend warriors, weight loss seekers—was a recipe for mediocrity. The real breakthrough came when we narrowed our focus to a specific, underserved market: active adults aged 45–65 who wanted strength, mobility, and longevity—not just aesthetics. That decision changed everything.” ~ Rick Mayo, founder and CEO of Alloy Personal Training Franchise ~
Bonus: Specialization: How To Define Your Niche To Thrive
1. Identify Who You Already Help Best
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- Who do you get the best results with?
- Who enjoys working with you the most?
- Who refers others to you?
Oftentimes, your niche is hiding in plain sight—it’s the clients you love working with, who love working with you. Example: Are you always helping busy professionals with back pain? That’s a niche. Do your sessions keep getting rebooked by women over 50 who want more energy and strength? That’s a niche.
2. Find an Underserved Need
Don’t just chase the most popular market. Look for who’s being ignored—and serve them better than anyone else.
At Alloy, that meant creating a premium, science-backed training experience specifically for active aging adults. While the fitness industry was shouting at millennials about six-packs, Rick and his team built a business around helping people in their 50s and 60s feel strong, mobile, and independent.
Tip To Ask Yourself: “Who needs help—but isn’t being spoken to?”
3. Become the Go-To Expert for That Group
Once you find your audience, go deep—not wide. Tailor everything to them:
- Your message
- Your services
- Your social media
- Your success stories
- Your facility vibe
When you specialize, you don’t repel people—you attract your people. Speak their language. Solve their specific problems. Show up where they are. And here’s the kicker: when you do that, you stop chasing leads… they start coming to you.
How These Strategies Work Together
When you combine authentic relationship-building with hyper-focused service, you create a business that is:
- Efficient (no more wasting time on the wrong leads)
- Effective (better results for clients who are aligned)
- Enjoyable (you love who you work with, and they love you)
This is how great fitness brands grow—not by being everything to everyone, but by being the absolute best for someone.
Why Alloy Personal Training Is A Formula For Success
Alloy’s success wasn’t built on flashy trends or trying to “out-fitness” the competition. It was built on this exact strategy:
- Choose a niche that’s underserved but eager (active aging adults).
- Create a system that delivers consistent, high-quality results.
- Follow up and market with authenticity and value-first messaging.
- Build a culture where clients feel seen, supported, and empowered.
That’s how Alloy became one of the most trusted personal training franchises in the U.S.—and it’s a model that wellness practitioners everywhere can follow.
Final Thoughts: Don’t Sell. Don’t Stretch Yourself Thin. Serve.
In a world full of noise, the practitioners who rise above are the ones who authentically serve. Because when you help the right people in the right way, success takes care of itself.
- Genuinely care
- Focus on connection over conversion
- Choose excellence over everyone
- Lead with value in every interaction.
- Focus your energy on the people you’re meant to serve.
Want to learn more about Alloy’s franchise opportunities or coaching model? Contact Us to see how we help purpose-driven entrepreneurs and fitness professionals build thriving businesses by serving their ideal audience at the highest level.
“Stay helpful. Stay focused. And above all—serve exceptionally well,” – Rick Mayo, Alloy CEO & Founder.