Alloy Franchising provides the tools to make franchises more successful than others with a proven path to success. But why do some franchise locations consistently outperform others?
This article will explore the key strategies, systems, and best practices that set the most successful Alloy franchises apart, focusing on the essential actions to take before attending in-person training. The answer often lies in the steps taken before the doors even open. Rick Mayo sits down with Matt Helland, Alloy’s VP of Studio Operations, to discuss how pre-training preparation plays a critical role in a franchisee’s long-term success.
The Pre-Training Phase: Why It Matters
One of the most common questions new Alloy franchisees ask is, “What should I be doing before in-person training?” This period is often referred to as the “hurry up and wait” phase of construction. While it can feel like a holding pattern, it’s actually a golden opportunity to build momentum and lay a strong foundation for success.
Matt Helland emphasizes that the work done before training directly impacts the success of the pre-sale phase and the first few months of operation. It’s not just about preparing your space—it’s about engaging with your market, hiring the right team, and building community awareness.
“You’re going to be doing a lot more than you have been up to this point. Once we hit those triggers, it’s game on.
This is where the momentum really starts.”
~ Matt Helland, Alloy VP Studio Operations ~
Triggering the Training Timeline: The Construction Phase
Construction timelines are inherently unpredictable, making it essential for franchisees to remain engaged and ready to pivot as needed.
Jared and his team at Alloy work closely with franchisees to determine when construction is nearing completion. This is the point where the training timeline officially begins. At this stage, franchisees are handed over to Matt’s team, where they receive detailed guidance on what to do in the two to three months leading up to training.
Once Alloy’s team has a firm handle on the construction schedule, that’s when we step in to kick off the pre-training process.
Engagement Level Predicts Success
Franchisees who remain actively engaged throughout the pre-training phase tend to perform better in the long run. According to Matt, those who are “chomping at the bit” to get started, actively participate in calls, and follow through on assigned tasks are the ones who open strong and stay on track.
“It’s common sense. The more engaged owners are, the more likely they are to succeed.
If we’re chasing you down to complete tasks, that’s usually not a great sign.”
~Matt Helland, Alloy VP Studio Operations ~
The takeaway? Get involved early and stay involved. Treat every pre-training task as a priority, and you’ll be positioned to maximize your pre-sale phase and set yourself up for a strong opening.
The Two Ways to Fail: Location and People
Rick Mayo often tells prospective franchisees that there are two primary ways to fail in the Alloy model:
- Choosing the Wrong Location: Fortunately, this is largely mitigated by Alloy’s extensive site selection process. Jared and his team handle all aspects of location analysis, from demographic research to lease negotiations.
- Hiring the Wrong People: This is where franchisees need to be highly proactive. According to Rick, “People are going to make or break your business.”
The Hiring Process: Getting the Right Team in Place
Once the training timeline is activated, one of the first and most crucial tasks is hiring. Alloy recommends that franchisees focus on hiring two key roles:
- Director of Training (DOT): This person is the face of the studio and the primary sales driver.
- Coaches: Coaches are responsible for delivering the training sessions and maintaining member relationships.
Alloy Hiring Resources
- Recruitment Vendors: These partners help franchisees identify potential candidates, conduct initial screenings, and present qualified prospects.
- BestWork Data Screening: Alloy has developed a proprietary screening tool that assesses a candidate’s suitability for either a DOT or coaching role. The tool identifies traits such as sales aptitude, motivation ability, and cultural alignment.
- EOS Hiring Framework: Alloy trains franchisees on the Entrepreneurial Operating System (EOS), which includes structured interview techniques and behavioral assessments to ensure candidates align with Alloy’s core values.
“We provide as much support as possible, but at the end of the day, you have to hire your own team,” Matt says. “But the tools are there to help you make the right choices.”
The Power of Urgency: Why You Need to Start Now
Matt emphasizes the importance of urgency during the hiring process. Waiting too long to start recruiting can lead to rushed decisions, missed opportunities, and underqualified hires.
“You’ve got four weeks to get your team in place. This is not the time to drag your feet.
The sooner you start, the more time you have to vet candidates and make strong hiring decisions.”
~ Matt Helland, Alloy’s VP of Studio Operations ~
Moreover, the hiring phase is a critical learning opportunity. It gives franchisees a chance to practice interviewing, learn how to sell the Alloy opportunity, and establish their leadership presence.
Marketing Before Training: Building Buzz and Generating Leads
Effective pre-sale marketing is another key factor that differentiates successful Alloy franchises. Before arriving at training, franchisees should already be actively marketing their upcoming location.
Alloy’s Two-Pronged Marketing Strategy
- Paid Digital Marketing: Alloy’s preferred vendors run targeted social media campaigns (primarily on Facebook and Instagram) to generate leads.
- Organic Marketing: This includes grassroots efforts such as attending local events, building partnerships with other businesses, and establishing a strong social media presence.
Franchisees are encouraged to generate 100 leads and book at least 20 starting point sessions before training begins. Those who achieve this goal often open with strong momentum, while those who don’t can feel like they’re starting from scratch.
“Mike Jewett came to training with over 300 leads and 40 booked starting point sessions.
His pre-sale success directly correlated to his ability to hit the ground running when he opened.”
~ Rick Mayo, Alloy CEO & Founder ~
Software Onboarding and Familiarization
In the weeks leading up to training, franchisees are also introduced to the Alloy tech stack, including:
- MindBody: Client management and CRM system
- Training Ops: Lead tracking and conversion software
- Social Media Platforms: Setting up and optimizing Facebook, Instagram, and Google My Business accounts
The goal is to ensure that franchisees and their teams are comfortable navigating these platforms before training begins. “The ones who dive in and get familiar with the software early are far more prepared when they arrive,” Matt notes.
Community Marketing: A Long-Term Strategy
While paid ads drive immediate leads, community marketing builds long-term viability. Alloy provides playbooks and templates for grassroots marketing strategies.
- Partnering with local businesses
- Hosting community events
- Participating in charity runs and health fairs
- Implementing referral programs
“When digital marketing slows down, those community connections can keep you afloat,” Rick explains. “Lay the groundwork now, and you’ll be harvesting those relationships for years.”
Alloy Sets The Stage For Success
The pre-training phase at Alloy is not a passive waiting period—it’s a time for decisive action. From hiring the right team to executing a multi-channel marketing plan, franchisees who engage fully during this period are the ones who open strong and sustain success.
Alloy provides a comprehensive roadmap, but it’s up to each franchisee to follow through, execute, and stay engaged. As Matt Helland says, “If you take full advantage of the pre-training period, you’re going to open your doors with momentum—and that momentum can carry you well beyond the first 90 days.”