Rick Mayo is the Founder and CEO of Alloy Personal Training. Since 1992, Rick and his team has helped major brands and independent gyms, health clubs, and fitness businesses such as Gold’s Gym and Anytime Fitness around the world deploy personal training systems through a licensing model under the Alloy brand. Since then the Alloy personal training solutions, systems, platforms, and know-how have been used to serve millions of members in over 3,000 fitness facilities world wide.  Today Rick is building the Alloy Personal Training Center franchise and how he is aiming to build it up as the next global fitness franchise.

Join us today as Rick shares about the challenges he faced in his earlier years when his trainers and customers left, how that one incident has actually helped him evolve into the success that he has achieve today, and how he carved out his unique target audience to set himself apart from the competition.

Newsletter l Podcast l Free Resources 

https://alloyfranchise.com/ – Interested in becoming a fitness franchisee with Rick? Find out more here!

https://www.rickmayo.com/ – Check out Rick’s personal website!

1. Building communities creates customer loyalty. Try to incorporate events and a sense of regularity in the customer experience that you provide to build up your community of loyal customers.

2. Create systems within your business to prevent yourself from the vulnerability of being overly dependent on any employee. Business systems also create a scalable business as you can replicate it as grow the business in new venues.

3. Franchising is a great way to increase the value of your business and its physical presence. With great systems in place, you can build a franchise and expand your business faster without the need to be in charge of every single branch as you expand.

[2.10] Growing up, Rick was always into fitness and was the high school quarterback. He started exercising at the age of 10 to 12 years old and he never looked back.

[3.10] Rick eventually became a personal trainer to pay his way through college. Back then he was bouncing around different gyms and to people’s homes and he thought it would be convenient to have his own place so that his customers would come to him and so that he could control the environment where they trained. This led him to start Alloy Personal Training.

[4.55] Rick was the first, if not one of the first, to provide a dedicated personal training facilities in the United States with an all in one regime of providing nutrition advice, accountability and coaching.

[7.00] One aspect of Alloy Personal Training was that it started creating a community for its customers and it helped encourage a stickier customer base.

[8.20] In his early days, Rick did not create systems for his business and this left him vulnerable because when the trainers he hired back then left the business, they were able to take his customers with him. After suffering a blow to his business in 1997 to 1998 where a lot of his customers left, Rick spent 2 years systematizing his business and this protected the business from losing customers became. Rick attributes his father for encouraging him to give the business another try.

[12.45] Because Rick created systems within his business, this led to opportunities where he provided consulting services and licensing programs for others who wanted to adopt or learn from him. One of Rick’s past customers includes Gold’s Gym and Anytime Fitness.

[18.20] Rick’s shares about his licensing arrangements he provided and how he made it a win-win situation for him and his customers.

[21.40] Over the years Rick has impacted an estimated 3,000 gyms and clubs globally over the years.

[25.40] Rick decided to pivot into franchising because he knew that it would be a vulnerability for him to stay dependent on licensing arrangements because he has already provided his services to the largest gyms around the world. He also realized that his company will be valued more by the investors because franchising would provide more assets within the business. Franchising also allowed him to have more control on the service he can provide to his customers,

[27.10] Rick shares about his fitness franchise and how he makes sure that the people joining his fitness franchise are a good fit, and the strategies that he employs to help them succeed.

[30.40] Ted and Rick discuss the importance of having a consistency between franchises because the processes created by successful franchises work well.

[35.45] Rick shares that with the explosion of gyms, the competition is tough and many are competing with each other on prices because it’s hard to differentiate one gym from another. Alloy Personal Training differentiates itself by targeting clients that are looking for personal trainers which is an underserved market and to target clients that are aged between 45 to 65 who also happens to have a higher level of disposal income.

[39.50] Most gyms start their business underfunded. To protect against this, Rick makes sure his franchisees start with a good pre-sale so that they start in the black and so that they can get a full business quickly.

[41.30] While most gyms have a surge in business at the start of the year because of new year resolutions that people tend to set, Alloy Personal Training only sees a small bump because his gyms tend to run at full capacity most of the time and his customers have an average client retention of 3 years.

[43.20] Rick shares how he achieved a high customer retention rate.

Rick Mayo is the Founder and CEO of Alloy Personal Training. Since 1992, Rick and his team has helped major brands and independent gyms, health clubs, and fitness businesses such as Gold’s Gym and Anytime Fitness around the world deploy personal training systems through a licensing model under the Alloy brand. Since then the Alloy personal training solutions, systems, platforms, and know-how have been used to serve millions of members in over 3,000 fitness facilities world wide.  Today Rick is building the Alloy Personal Training Center franchise and how he is aiming to build it up as the next global fitness franchise.

Join us today as Rick shares about the challenges he faced in his earlier years when his trainers and customers left, how that one incident has actually helped him evolve into the success that he has achieve today, and how he carved out his unique target audience to set himself apart from the competition.

Newsletter l Podcast l Resources 

https://alloyfranchise.com/ – Interested in becoming a fitness franchisee with Rick? Find out more here!

https://www.rickmayo.com/ – Check out Rick’s personal website!

1. Building communities creates customer loyalty. Try to incorporate events and a sense of regularity in the customer experience that you provide to build up your community of loyal customers.

2. Create systems within your business to prevent yourself from the vulnerability of being overly dependent on any employee. Business systems also create a scalable business as you can replicate it as grow the business in new venues.

3. Franchising is a great way to increase the value of your business and its physical presence. With great systems in place, you can build a franchise and expand your business faster without the need to be in charge of every single branch as you expand.

[2.10] Growing up, Rick was always into fitness and was the high school quarterback. He started exercising at the age of 10 to 12 years old and he never looked back.

[3.10] Rick eventually became a personal trainer to pay his way through college. Back then he was bouncing around different gyms and to people’s homes and he thought it would be convenient to have his own place so that his customers would come to him and so that he could control the environment where they trained. This led him to start Alloy Personal Training.

[4.55] Rick was the first, if not one of the first, to provide a dedicated personal training facilities in the United States with an all in one regime of providing nutrition advice, accountability and coaching.

[7.00] One aspect of Alloy Personal Training was that it started creating a community for its customers and it helped encourage a stickier customer base.

[8.20] In his early days, Rick did not create systems for his business and this left him vulnerable because when the trainers he hired back then left the business, they were able to take his customers with him. After suffering a blow to his business in 1997 to 1998 where a lot of his customers left, Rick spent 2 years systematizing his business and this protected the business from losing customers became. Rick attributes his father for encouraging him to give the business another try.

[12.45] Because Rick created systems within his business, this led to opportunities where he provided consulting services and licensing programs for others who wanted to adopt or learn from him. One of Rick’s past customers includes Gold’s Gym and Anytime Fitness.

[18.20] Rick’s shares about his licensing arrangements he provided and how he made it a win-win situation for him and his customers.

[21.40] Over the years Rick has impacted an estimated 3,000 gyms and clubs globally over the years.

[25.40] Rick decided to pivot into franchising because he knew that it would be a vulnerability for him to stay dependent on licensing arrangements because he has already provided his services to the largest gyms around the world. He also realized that his company will be valued more by the investors because franchising would provide more assets within the business. Franchising also allowed him to have more control on the service he can provide to his customers,

[27.10] Rick shares about his fitness franchise and how he makes sure that the people joining his fitness franchise are a good fit, and the strategies that he employs to help them succeed.

[30.40] Ted and Rick discuss the importance of having a consistency between franchises because the processes created by successful franchises work well.

[35.45] Rick shares that with the explosion of gyms, the competition is tough and many are competing with each other on prices because it’s hard to differentiate one gym from another. Alloy Personal Training differentiates itself by targeting clients that are looking for personal trainers which is an underserved market and to target clients that are aged between 45 to 65 who also happens to have a higher level of disposal income.

[39.50] Most gyms start their business underfunded. To protect against this, Rick makes sure his franchisees start with a good pre-sale so that they start in the black and so that they can get a full business quickly.

[41.30] While most gyms have a surge in business at the start of the year because of new year resolutions that people tend to set, Alloy Personal Training only sees a small bump because his gyms tend to run at full capacity most of the time and his customers have an average client retention of 3 years.

[43.20] Rick shares how he achieved a high customer retention rate.