Author: Rick Mayo

My Journey In The Fitness Business

They say life is a journey; boy that is an understatement when you consider my journey in the fitness industry. Since 1992 I’ve been operating a personal training business, Alloy Personal Training Center. In the past decade, our team began helping major brands and independent gyms, health clubs, and fitness businesses around the world deploy personal training systems through a licensing model under the Alloy brand. In the end, our personal training solutions, systems, platforms, and know-how have been used to serve millions of members in thousands of fitness facilities. We’ve helped a lot of gym and health club owners improve their fitness businesses. We are all really proud of that.You’d think this journey would be enough for one lifetime but in the past few years, I kept asking myself how our team and brand could do more to meet our mission. The name “Alloy” was created under the notion of strength and motion meeting; those two things coming together to create something bigger, stronger, and longer-lasting.

I called a lot of people; professionals I admired, associates, friends, and colleagues to ask them what they thought we should do. Last year our team at Alloy and I concluded that moving into franchising the Alloy brand was the answer and so here we are taking the next step in our journey in the world of fitness. Alloy is going to launch its franchise solution to the fitness industry in the U.S. on September 1, 2019.

We Love Our Alloy Licensees

First off we thank our licensees. The Alloy team will continue to service our gym and health club licensee customers, of which we have hundreds. However beginning in September we will no longer bring on new licensees but existing licenses are welcome to continue to benefit from our systems, tools, platforms, and solutions. We love our licensees and appreciate all they have done to work with us and become stronger together during our journey over the past decade. Keep doing great things and know we are here to continue supporting your businesses and hard work.

Why We Are Franchising The Alloy Personal Training Center Brand

I have been around the fitness space for nearly 30 years and in order to develop our brand to its full potential, we decided we could not do it without offering a complete solution. This is what franchising enables us to do; help our business partners a lot more than we can under a license model. The fundamental difference between franchising and licensing is the amount of support a franchisor can offer a franchisee. The team at Alloy will now be able to supply the entire business model from build-out design, through equipment, fitness operations, marketing, specifications and more. When you operate strictly as a licensing business, you simply can not offer all of that support and control over the business model.

The Key Ingredients For Franchising Alloy Personal Training Centers Are All There

Our team has had the benefit of working with major health clubs and fitness brands along with independent gym owners and operators around the globe for a decade. We have even helped several leading and successful fitness and gym franchise brands. I’ve had the chance to travel around the world listening and learning about what is working and why in the health club and gym industry. Our experience in our original location in Alpharetta, Georgia, combined with working with so many fitness professionals in concert with changes we are seeing in the marketplace has led us to define a very specific strategy we have been building on for a long time. We’d like to think we know a formula that works and that is a key ingredient to a successful franchise.

We Plan To Launch Our Fitness Franchise On September 1, 2019

When you launch a franchise there are a lot of things you have to do. There is the FDD document you must prepare to sell the franchises. This entails putting together a lot of information to disclose to prospects about the business. There are a lot of laws and regulations to consider and we have brought in experts in a number of areas to assist us and our franchisees in growing our franchise brand. We want to do everything we can to make certain that Alloy Personal Training Centers are a great success.

We will be ready to go to market with our franchise recruitment and sales process on September 1, 2019, and will focus largely in the southeastern United States for the first year of our franchise recruitment efforts. We will start identifying prospects in the coming weeks and be prepared to have discovery days and sign on franchise candidates in less than 90 days. In the interim, thank you for all of your support over the years and our team will keep you updated on what lies ahead in this, the next chapter of the Alloy Personal Training Center brand story.


Rick Mayo is the founder and CEO of Alloy Personal Training Center (est. 1992) and Alloy Personal Training Solutions. As the owner of APTC, Rick and his team conduct over 60,000 personal training sessions a year. In 2010, Rick created Alloy, a consulting and licensing company as a platform for the Alloy personal training systems. Alloy has over 1000 clubs licensed worldwide. In 2019 Rick and the Alloy team stopped offering new Alloy licenses and converted the concept to a franchise offering. To learn more sign up for our mailing list here.

Rick is a featured speaker at conferences domestically and internationally, speaking on how to best sell and service personal training, leadership, and trends in the fitness industry.  He is a subject matter expert in personal training. He has written numerous articles on the business of fitness for trade journals and contributes regularly to national publications such as Men’s Health. Rick sits on the board for the GA State exercise science department as well as the Atlanta School of Fitness. Rick is also an NSCA certified personal trainer and serves on the board for the Industry Board of Advisers for the American Council on Exercise (ACE). Rick is also a Think Tank Adviser for the Gold’s Gym Franchise Association and sits on the advisory board for the Association of Fitness Studios.

Rick currently lives in Atlanta GA with his wife Andrea. Rick has a passion for the fitness industry and the impact that we can and do have on the lives of those we touch. Rick enjoys lifting heavy things, riding motorcycles and traveling the world. On his bucket list is to ride his motorcycle on every continent. Only a few left to go!

Oh yeah- it’s also rumored Rick was also Madonna’s trainer “back in the day” so make sure you ask about that!

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