Author: Tony Chemer

Pablo Picasso is widely quoted as having said that “good artists borrow, great artists steal.” While nobody is advocating stealing per se, there’s something to be said for the fact that there is nothing new in the world. This is true across all industries, even when companies and individuals seem to be innovative, creative, or one-of-a-kind. 

Steve Jobs, for example, took ideas already developed by Xerox but improved on them, which allowed Apple to develop a new type of user interface and ultimately the Mac. Bill Gates used ideas from Xerox and Apple to create Windows. These founders took something that was already there and innovated it for another use, and they built empires as a result.

This applies to the fitness industry as well. The number of exercises and movements are generally finite. Despite that, there are endless ways to use what is already there and combine them differently. The active aging and boomer adult population is highly affluent and growing, but few fitness professionals are innovating and using what is already there to reach this market.

Trainers can alter or combine moves, creating a new experience for active aging and baby boomer fitness enthusiasts. Concepts that work for higher-level athletes can be modified to be safe and effective for non-athletes.

This is an important consideration when creating an effective workout plan for the active aging market. Most of what exists in the fitness marketplace today is a “one size fits all” type of fitness business model. To change that, we don’t need to reinvent the wheel. Instead, we must improve on what was already there and apply it for new opportunities and in new markets. Let’s dive into the details.  

3 Ways Alloy Utilized Innovation to Create Our Business Model 

As mentioned, innovation is critical to the fitness industry, and we love to see trainers and facilities out there driving it. At Alloy, we’re deeply committed to innovation, and we try and go above and beyond to create it in our business model. 

Here’s how:

1. Filling A Market Gap 

Unlike many personal training operations, Alloy focuses specifically on the “active aging” demographic, or generally adults ages 50 and above. This is the definition of innovation, as not many in our competitor pool are doing what we do with the market we have chosen to focus on. This gap in the market exists, and we plan to serve it.

Active aging adults aren’t sitting at home sedentary. Instead, they want to get healthier and fit. They want to meet their goals, live their lives more fully, and discover new things. The challenge they run into, however, is that most gyms don’t offer programs geared toward them. 

In a previous article, I wrote on this topic and published on LinkedIn, I reference some research conducted in the U.S. in recent years:

Studies from the United States show that most older people can complete activities of daily living, such as dressing, eating, walking, and bathing. The number of people aged 85-89 who were classified as disabled fell from 22% to 12% from 1984 to 2004. Even more so, people over 95, the rate declined from 52% to 31%. This goes to say, older people can maintain their independence and long-term fitness, and the fitness industry has a massive role in making that a possibility.

By providing health and fitness solutions designed specifically for active aging adults, Alloy is innovating in a previously-overlooked space of the fitness industry. We’re also extending access and filling a gap that’s existed for years. 

2. Developing Specialized Alloy Programming

At Alloy, we work hard to keep our thumb on the pulse of the fitness industry. Over the years, we have seen the benefits major brands have had from adapting our programming. 

For example, trainers were focusing on smaller groups with more individualized programming. This created a superior personal training system, with most sessions at a certified coach-to-client ratio of 1:6. Not only did this provide better results for clients, but it allowed trainers to build closer relationships with their clients, and tailor programs to meet their goals more effectively. 

While this concept drove optimal results for all clients in the least amount of time, it was particularly useful for the “active aging” market that Alloy caters to. By providing customized workout plans that change with each client visit, trainers could provide maximum variety and ensure no workout was ever repeated twice. Even though at times, we are working around clients with injury or other physical setbacks, we design workouts that challenge our clients and push them to their absolute fullest potential.

To drive these results home, Alloy took the innovation even further. Today, working under our new franchise model, we provide accountability appointments, which are included with membership. These appointments offer additional motivation and guidance and help clients meet their goals. We use scientifically validated methods of tracking progress through the Alloy App and other technology to keep our clients engaged and track progress over time. reviewed, “It’s hard to find fault with success, and it’s even harder when you can see your own results put in front of you in a carefully organized, scientifically-validated sheet of results that tracks progress over time.”

3. Having A Clear Mission, Motto, Values, And Culture

While innovation is central to everything we do at Alloy, it’s particularly visible in our mission, motto, values, and resulting culture. Since Alloy was founded, our mission has been to bring value to a population of people who historically were left behind by many business models in the fitness industry. How we do, it is based on our goals and beliefs.

The Alloy Mission is to help clients look good, feel great, and live life to the fullest. 

Our Alloy Motto is stronger together.

To achieve our mission and motto Alloy’s values are to own it, bring our “A” game, exhibit humor with a touch of crazy, drive change, and keep it simple. 

Today, we work to bring a health and fitness revolution to an underserved active aging community through our programming and our passion for seeing people live longer, healthier, and fuller lives. We believe there are no limits to innovation in the fitness industry, and we are redefining what it means to age actively and live your best life – at every stage! Without clarity as to what your mission, motto, and values really are it would be very hard if not impossible to deliver on the innovation we are seeking to deliver. 

Join In The Innovation And Team Up With Alloy

There’s no better way to immerse yourself in creativity than to partner with a team that understands how to build creative, exciting fitness programs. Here at Alloy, we specialize in helping entrepreneurs break into the fitness industry through our niche business model, built on innovation and creative programming. Created in 1992, Alloy offers a straightforward philosophy: provide personalized coaching for more profound results.

Today, Alloy programs are among the most effective programs in the world for helping people, especially those over 50, who want to look and feel their absolute best. With this in mind, joining Alloy is an excellent way to bring more creative programming into your community, and back it with the proven structure of a nationwide fitness support system. 

We take the same amount of pride in training a new franchise owner as we do one of our club members. Leveraging the Alloy business concept allows you to offer customized fitness solutions, all while utilizing what you learn from the Alloy management team to build a dynamic business.

Our support program gives you the tools you need to make a real impact on your clients and your future.

Here are a few things you’ll enjoy when you partner with Alloy:

  • Start-up guidance, support, training, and ongoing support. We will never stop giving you the tools you need to thrive within your Alloy fitness training franchise – from guidance on setting up your gym location to business management training before you open your doors, to on-site visits and remote support when you need it.
  • Equipment, technology, tools, and operational management. You’ll have access to pre-approved suppliers and vendors, and you’ll leverage useful technologies such as accounting software platforms, a unique CRM system including KPI measurement tools and other reporting functions via our exclusive Alloy dashboard. PLUS, you’ll have access to our confidential and detailed operations manual that will help you run your business from day one.
  • Sales and marketing programs and materials. You’ll have access to a range of materials and tools that will assist in the promotion of your local fitness business, including membership retention initiatives, templates for ads, website presence, and more.

With our team of physiologists, therapists, dieticians, and other advisory board behavioral specialists, we have created a program where cutting-edge science meets real, in-the-trenches experience.

Over the years, our programs have been powering a variety of gyms and fitness systems. Alloy training and tools are leveraged in locations across the globe. Today, we aim to bring these highly effective programs to even more members and communities, through the exclusive Alloy gym franchise model, with optimal coach-to-client ratios, customized workout plans, practical tracking tools, flexible membership options, and more. We invite you and other business-savvy entrepreneurs to join us in our mission.

We’re here for you. We will work with you to implement our unique processes to ensure you’re meeting the needs of your clients and providing the best possible services. 

Finding Your Place In The Space

Finding your niche in the fitness space and differentiating yourself from all of the noise can be a challenge. We admire those who have forged a successful new path in an industry that is often full of new and short-lived fads; it isn’t an easy thing to accomplish. To be successful, you have to offer a solution that works long term for your client base. Our team is grateful to have had the privilege to executive our programs, methods, and theories for years. Seeing the benefit from that execution opened our eyes to the impact Alloy could make on a much larger scale, which is part of what prompted us to begin our franchise. Reach out and let us know what steps you have taken to be more innovative. We’d love to hear it. 


Tony Chemer serves as Vice-president of Franchise Development at Alloy Personal Training. He has been involved in athletics his entire life and has been an avid exerciser and weightlifter since the 7th grade. 

After developing a business plan in 1997 Tony jumped into the fitness industry and purchased his own gym. He was a writer and Co-host for the ESPN Fitness show “Gotta Sweat” and developed workouts for 6-Time Ms. Olympia winner Cory Everson’s show. Through his experience, he learned that knowing how to write safe effective workouts meant nothing if he didn’t continually improve the business systems of my gym.

In 2012 Tony met Rick Mayo and was introduced to Alloy’s systems, which represented the most successful fitness model per square foot in the world. After meeting Rick and seeing his systems Tony changed his business model and soon became one of the first Alloy licensees.

As Alloy grew so did his role in helping to train new facilities. Tony learned and followed the Alloy Personal Training System to the smallest detail enjoyed teaching other business owners how to implement the Alloy systems in their facilities. Tony supported Alloy’s licensees from onsite training and Alloy installations to consulting, coaching and supporting existing Alloy partners, as well as all sales for new Alloy licensees. With over 21 years of experience running his own fitness facility and over 7 years working with Alloy, Tony has a firm grasp on the fitness industry. To learn more about the Alloy Personal Training Franchise sign up for our mailing list here

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