For potential franchisees of Alloy Personal Training, training week is a crucial phase in the journey to opening a successful location. In Episode 288 of the Alloy Personal Training Business Podcast, Rick Mayo and Matt Helland, Alloy’s VP of Studio Operations, discuss what franchisees can expect during this intensive, immersive experience.
Training week is more than just a series of lectures and PowerPoint presentations—it’s a hands-on, transformative experience designed to equip franchisees and their teams with the skills, systems, and confidence needed to run a successful Alloy location. In this article, we will break down the structure of training, outline the key learning objectives, and provide actionable insights for franchisees looking to make the most of their training experience.
Why Training Week Matters
Franchisee training at Alloy is structured to cover every aspect of operating an Alloy Personal Training studio. From sales processes and customer service to staff management and marketing, the training is designed to turn new owners and their teams into experts in the Alloy business model.
Rick Mayo emphasizes the importance of this by saying, “This is the week when everything you’ve been learning and preparing for comes together. It’s not just about learning what to do—it’s about learning how to do it well.” Matt Helland adds, “Training is about immersion. It’s not just about absorbing knowledge, but about practicing it, role-playing it, and understanding how each part of the business connects to the whole.”
Pre-Training Preparations
Before arriving for training, franchisees are expected to complete several essential tasks that set the stage for a productive and impactful week.
1. Hiring Your Core Team
Ideally, franchisees should bring their Director of Training (DOT) and at least one coach to training. This is the core team that will handle both sales and service in the early stages of the business.
Bringing your full team to training is strongly recommended, as it ensures that everyone is on the same page and can hit the ground running when the studio opens.
2. Generating Leads Before Training
Franchisees should aim to have at least 100 leads and 20 booked starting point sessions (SPS) before arriving for training. This pre-training lead generation phase is vital because it allows franchisees to immediately apply the sales training they receive during training.
A shining example they discussed was about one of the franchisees, Mike Jewett, who brought over 300 leads and 40 booked SPS to training, setting himself up for a strong pre-sale.
3. Get Comfortable With Alloy Software And Technology
Franchisees and their teams should be familiar with Alloy’s tech stack before training, including CRM systems like MindBody and Training Ops, as well as social media platforms for marketing.
Matt emphasizes that those who take the time to explore the software in advance have a much smoother experience.
4. Prepare Your Mindset and Expectations
The week is not a casual event. It is a full-time, intensive learning experience that demands complete focus and engagement from franchisees and their teams. Rick Mayo advises that you shouldn’t try to run another business or handle outside responsibilities during training. You need to be fully present, both physically and mentally, to absorb everything we’re teaching. This is the week to go all in. If you’re not fully invested in learning, neither will your team. Your behavior during training sets the tone for how you will operate your business.
5. Staff Management and Leadership
- Coachability: Franchisees should ensure that their team members are open to learning new systems and methods, even if they have previous experience in fitness.
- Engagement: Team members should understand that they are not just attending training to “get through it,” but to absorb the Alloy way and execute it effectively.
- Accountability: Franchisees are responsible for leading by example. If the owner is not engaged, the team will likely follow suit.
The Structure of Training Week: A Day-by-Day Breakdown
Training sc follows a structured, sequential curriculum designed to mimic the customer journey from the moment they discover Alloy to their long-term retention as a member. Here’s a breakdown of what each day entails:
Day 1: Introduction and Brand Orientation
- Introduction to Alloy’s brand, core values, and business philosophy.
- Understanding the Alloy customer avatar and how to effectively communicate the brand promise.
- Overview of the Alloy system, including the sales process, customer journey, and key performance indicators (KPIs).
- Introduction to the Alloy tech stack, including CRM systems, lead tracking, and scheduling tools.
Day 2: Marketing and Lead Generation
- Deep dive into Alloy’s marketing strategies, including paid digital marketing, organic outreach, and community-based marketing.
- How to leverage social media and Google My Business to increase brand awareness.
- Hands-on exercises in lead tracking and follow-up.
- Role-playing sales conversations to practice lead conversion and booking starting point sessions.
Day 3: Sales Training and Customer Experience
- Comprehensive training on the Starting Point Session (SPS), the cornerstone of Alloy’s sales process.
- How to conduct an SPS that builds value, addresses objections, and closes the sale.
- Role-playing SPS scenarios with fellow franchisees and Alloy trainers.
- Live feedback and coaching to refine delivery and communication skills.
Day 4: Operations and Training Systems
- Introduction to Alloy’s training methodology, including the seven core elements of a successful session.
- How to deliver a consistent training experience across multiple team members.
- Hands-on training sessions where franchisees and their teams run mock training sessions using the Alloy system.
- Observation and feedback from Alloy coaches.
Day 5: Operational Systems and Ongoing Support
- Final review of key operational systems, including scheduling, payroll, and customer service protocols.
- Training on Alloy’s ongoing support systems, including access to the Alloy Franchisee Support Team.
- Wrap-up session to connect the dots between marketing, sales, operations, and training.
- Setting post-training goals and action plans to implement upon return to their studios.
Maximize Your Training Week Experience
Training Alloy is more than just a crash course in running a fitness studio—it’s a strategic, immersive experience designed to set franchisees up for long-term success. Rick Mayo concludes by saying, “Training is your opportunity to become an expert in your business. The more you invest in learning during this time, the better equipped you will be to lead your team and grow your business.” Matt Helland adds, “Come ready to work. Come ready to learn. And come ready to lead. The success of your Alloy location depends on it.”
Key Takeaways
- Intro (00:00)
- Introduction to franchise training and initial preparations (03:37)
- Expectations and mindset for training week (07:10)
- Practical advice for training week (16:42)
- The structure and content of the training week (23:41)
- Final thoughts (28:35)