Before a candidate can move forward with opening an Alloy Personal Training location, they participate in a “Founders Call” with Rick Mayo. This is more than just a check-the-box meeting—it’s a two-way conversation designed to evaluate mutual fit.
Rick Mayo, Alloy CEO, and Matt Helland, Alloy VP Studio Operations, share details about the Fournders Call where prospective franchisees can ask questions about the Alloy business model, growth plans, and what separates successful franchise owners from the rest.
3 Founder’s Call Review Topics
- How will the economy affect an Alloy franchise?
- What is Alloy’s five-year vision?
- What makes the best franchisees stand out?
Let’s break down each of these topics—and the powerful insights shared in the episode.
1. How Will the Economy Affect My Alloy Franchise?
This is one of the most frequent and emotionally charged questions. Many candidates wonder: Can a premium fitness model like Alloy thrive in a fluctuating or declining economy? Rick answers with experience—over 33 years of it.
Resilience Through Recessions
Alloy has operated through multiple economic downturns, including 9/11, the Great Recession of 2008–2009, and the COVID-19 pandemic. And in each case, the business grew.
Why? Because Alloy’s target franchisees are professionals in their 40s, 50s, and 60s who value health and consistency. They remain committed to wellness even when the market dips. These are not people who make decisions based on the price of eggs or gas. They’re financially stable, well-educated, and they understand the long game.”
Premium Clients Offer Stability
Alloy’s business model intentionally targets a clientele that is less price-sensitive. Instead of $10/month gym-goers who may cancel during tough times, Alloy clients pay for value, results, and community. In economic terms, these are “non-discretionary luxury” customers—people who won’t cut fitness from their budget when times get tight. Franchisees benefit from this by running a business that attracts committed, consistent members—regardless of the economic climate.
2. Where Will Alloy Be in Five Years?
Another hot question: What’s the long-term vision for Alloy, and how does it impact franchisees? Rick’s answer is both ambitious and grounded in operational excellence.
The Goal: 800 Clubs by 2030
Alloy’s growth plan is to award and open 800 personal training studios across North America by 2030. While that may sound aggressive, it’s based on extensive territory mapping and franchise interest. Rick shared that they are actually ahead of schedule.
Growth With Integrity
Crucially, Rick emphasizes that Alloy’s leadership isn’t focused on rapid expansion for its own sake. “It’s one thing to award franchises,” he says. “It’s another thing entirely to get them open and profitable.”
That’s why Alloy invests so heavily in franchisee training, support teams, and operational systems. The company’s internal structure is designed to scale with integrity, ensuring that each franchisee receives the attention and resources they need. From marketing and hiring to onboarding and programming, Alloy’s systems allow each studio to launch strong and stay successful.
3. What Makes Some Franchisees More Successful Than Others?
This is perhaps the most important question of all. And according to Rick and Matt, the answer is surprisingly simple: people.
It’s All About Leadership
Alloy provides a turnkey system—including workouts, marketing assets, and sales scripts—but it still needs an owner who’s committed to execution. Owners who show up, lead meetings, and prioritize their culture see dramatically better results. In other words: It’s not a passive investment. It’s a business that requires energy and leadership, especially in the first year.
Rick shares, “The best franchisees, pay attention to the business. They’re not in the facility day-to-day, but they’re engaged. They lead. They hold their team accountable.”
Traits of Top Franchisees
The difference between average and top-performing owners? Rick outlines the common traits:
- They hire great people and support them
- They hold weekly team meetings and follow through
- They build a strong local culture
- They understand the business model and execute it with consistency
Matt adds, “It’s like riding a bike. Alloy gives you the perfect bike. But you’ve still got to pedal.”
4. Bonus Question: How Is Small Group Personal Training Still “Personal”?
Some prospective franchisees wonder if training six people at once means sacrificing quality. Rick and Matt reassure listeners: Not at all.
Alloy has been refining its small group personal training model since 2000—long before it was popular. Their secret? Smart tech, skilled coaches, and individualized programming.
Personalization at Scale
Every new client completes a Starting Point Session where their goals, injuries, and preferences are recorded. From there, Alloy’s technology-driven system assigns workouts based on ability level and personal needs.
Coaches can see each member’s goals and modifications on an iPad and tailor the session accordingly—so everyone gets a workout that works for them.
Plus, the group environment adds fun and accountability, making the experience more engaging for clients.
Why Alloy’s Approach Works—Again and Again
With over 330 franchises awarded and around 100 open as of 2025, Alloy’s results speak for themselves. But more than the numbers, it’s the people behind each studio—the owners, coaches, and support teams—who drive success. From smart programming to franchisee support, from economic resilience to community-based operations, Alloy is building a brand that is both scalable and sustainable.
As Rick sums it up: “There’s no secret formula. We give you the bike. You’ve got to ride it. But when you do, we’re with you every pedal of the way.”
Final Thoughts
This episode of the Alloy Personal Training Business Podcast offers a candid look at what it takes to succeed with Alloy. Whether you’re considering franchising, preparing for your Alloy Founders Call, or already own a location, the message is clear:
- Lead with integrity
- Hire and support great people
- Stay engaged in your business
- Use the system—and trust it
Alloy isn’t just another gym concept. It’s a tested, proven path to building a thriving business that transforms lives—starting with your own.
<p style=”text-align: center;”>Contact Us Now:</p>
- Rick Mayo, Alloy CEO
- Matt Helland, Alloy VP Studio Operations