Author: Rick Mayo

The Journey from Alloy Personal Training Business to Alloy Personal Training Franchise

They say life is a journey; boy that is an understatement when you consider my personal training business journey in the fitness industry to Alloy personal training franchise. Since 1992 I’ve been operating a personal training business, Alloy Personal Training Center. In the past decade, our personal training 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 personal training 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 personal training business, gym and health club owners improve their fitness businesses. We are all really proud of the personal training success that our clients have achieved.You would think this journey would be enough for one lifetime but in the past few years, I kept asking myself how our personal training brand and personal training team could do more to meet our mission. The name “Alloy” was created to promote strength and motion coming together to create something bigger, stronger, and longer-lasting.

I called a lot of fitness 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 Alloy into a personal training franchise concept was the answer.  Alloy is now taking the next step in our fitness journey with the  launch of the Alloy personal training franchise solution in the U.S. on September 1, 2019.

We Love Our Alloy Personal Training 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 Became the Alloy Personal Training Franchise

I have been around the fitness industry for nearly 30 years and in order to develop our personal training brand to its full potential, we decided we could not do it without offering a complete personal training business solution. Franchising will enable us to help our personal training 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 and support the entire franchise 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 the Alloy Personal Training Franchise

Our personal training franchise team has had the benefit of working with major personal training businesses, gyms, 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 franchise brands. I’ve had the chance to travel around the world listening and learning about what is working and why in the gym, health club and fitness industry. Our personal training business experience in our original location in Alpharetta, Georgia, along with our work with other fitness professionals, and taking fitness industry trends into account have led us to define a very specific personal training business strategy.  We now have a personal training business formula that works for a successful personal training franchise.

The Alloy Personal Training Franchise Launched On September 1, 2019

When you launch a fitness or personal training 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 personal training franchise. There are a lot of laws and regulations to consider and we have brought in business experts to assist us and our personal training franchisees to become successful. We want to do everything we can to make certain that all of our Alloy Personal Training businesses are successful.

We launched the Alloy personal training franchise recruitment and franchise sales on September 1, 2019.  The initial focus will begin in the southeastern United States for the first year of our franchise recruitment efforts. We will identify personal training franchise prospects, prepare for discovery days, and be ready to sign on franchise candidates in less than 90 days. In the interim, thank you for all of your support over the years and our personal training franchise team will keep you updated on what lies ahead with the Alloy Personal Training brand story.

Also see the more in depth article on Why Alloy Decided to become Alloy Personal Training Franchise Model.


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!

©2024 | Alloy Personal Training, LLC | 2500 Old Alabama Road, Suite 24 | Roswell, GA 30076