Podcast
Alloy Personal Training Business
Hosted by Rick Mayo · EN
Are you ready to take your fitness business to the next level? Be sure to visit us at: http://bit.ly/alloy_franchise
Listen in for secrets and tips on running a successful Personal Training business. From marketing, staff management, trends, programming, pricing, and many other subjects in between, speaker and award-winning fitness industry legend Rick Mayo, founder of the Alloy Personal Training Franchise, covers it all.
28episodes
Episodes
Newest firstAll episodes
The Fractional CMO Advantage: Scaling Smarter with Erin Levzow
1w ago00:26:30Tap to summarizeWhat does it look like to have a world-class CMO in your corner without the full-time price tag? In this episode, Alloy founder Rick Mayo sits down with Erin Levzow, CMO at CapitalSpring, to talk about the real value of fractional marketing leadership. Erin has held CMO roles at Wingstop, Freebirds, Museum of Ice Cream, and Marcus Hotels, and now works across the full CapitalSpring portfolio to help franchise brands build stronger marketing systems and better internal teams. She and Rick dig into how she mentors marketers inside growing companies, why most franchisees make the mistake of betting everything on one marketing channel, and what the faucet-and-bucket analogy tells you about why your spend is or is not working. They also talk about the human connection at the core of the Alloy model and why that matters more than ever in an AI-driven world. If you are building a franchise brand or trying to get more out of your marketing team, this episode is worth your time. Listen in to learn what great franchise marketing leadership actually looks like. Key Takeaways: 00:00 There Is No Silver Bullet 02:48 From Vegas Dead-Body Apartment to CMO 05:00 Wingstop, Museum of Ice Cream and the Road to CapitalSpring 07:32 Why CapitalSpring Recruited Erin onto Their Own Team 09:26 What a Fractional CMO Actually Does Day to Day 13:04 The Cyclical Relationship Between Franchisees and Customers 16:42 Why Alloy Stood Out as a Marketing Story 17:36 Mentoring Marketers Who Want to Do Everything Themselves 21:06 The Faucet and Bucket: Why Dripping Does Not Work 23:36 Do Not Get Drunk on Digital 25:16 The Karaoke Question Additional Resources: - Alloy Personal Training - Learn About The Alloy Franchise Opportunity --------- You can find the podcast on Apple, Google, Spotify, Stitcher, or wherever you listen to podcasts. If you haven't already, please rate and review the podcast on Apple Podcasts! To learn more about the Alloy Personal Training Franchise Opportunity, visit 👉 http://bit.ly/alloy_franchise
Transcribe →National Meets Local: Why Digital Marketing Works Better Together with Aren Johnstone
2w ago00:26:53Tap to summarizeWhat happens when a franchisor and its franchisees are both running ads at the same time, targeting the same people? In this episode, Alloy founder Rick Mayo sits down with Aren Johnstone, CEO of Franchise Ramp, to talk about one of the most misunderstood problems in franchise marketing: duplicate spend. Aren breaks down why national and local budgets so often work against each other, what a properly divided marketing funnel actually looks like, and how Franchise Ramp built a system that makes every dollar, national and local, work harder. Aren also shares how he got his start buying an e-commerce business his senior year of high school, why he eventually left that world for franchising, and what Franchise Ramp's no-contract model says about where their confidence comes from. If you are an Alloy franchisee, a prospective owner, or just trying to understand where your brand fund actually goes, this episode gives you a clear answer. 🎧 Listen in to learn how smart franchise marketing is supposed to work. Key Takeaways: Audio: 00:00 Your Ads Are Competing Against Themselves 02:30 From Figure Skating Moms to Franchise Marketing 06:02 What Franchise Ramp Does and Who It Is For 07:50 Why He Left E-Commerce for Franchising 08:22 No Contracts. Ever. 12:56 The Funnel Most Brands Get Wrong 13:56 The Sandwich Strategy 17:16 Geo-Targeted Campaigns Around Every Location 19:02 How Agencies Hide Behind Branded Keywords 24:06 The Franchisees Asking Questions Are the Best Ones Additional Resources: - Alloy Personal Training - Learn About The Alloy Franchise Opportunity --------- You can find the podcast on Apple, Google, Spotify, Stitcher, or wherever you listen to podcasts. If you haven't already, please rate and review the podcast on Apple Podcasts! To learn more about the Alloy Personal Training Franchise Opportunity, visit 👉 http://bit.ly/alloy_franchise
Transcribe →Your Website Is Your Salesperson: Jimmy Weeks on Getting It Right
3w ago00:35:14Tap to summarizeWhat's the difference between a website that looks great and one that actually brings in business? In this episode, Alloy founder Rick Mayo sits down with Jimmy Weeks, CEO of Internet Strategy Labs, to dig into what separates high-performing websites from digital dead ends. Jimmy has built nearly 700 websites over 25 years and built one of the first franchise analytics dashboards in the industry. He knows what works and more importantly, why. They cover how to design for different buyer personas, why time-on-site has dropped from three minutes to under one, how the back end of your site can quietly kill your marketing results, and why building for function before beauty is almost always the right call. If you run a franchise location or are evaluating the performance of your brand's web presence, this one is worth your time. 🎧 Listen in to learn what your website might be costing you and how to fix it. Key Takeways: 00:00 In 2012 You Had 3 Minutes. Now You Have 60 Seconds. 05:28 How He Measured Every Lead from Click to Grand Opening 08:12 What a PE Firm Found Wrong with Alloy's Website 11:02 Why Your Website Is Quietly Killing Your Leads 12:00 Stop Talking to Everyone. Design for Personas 15:38 Your Google Business Profile Is a Goldmine You're Ignoring 17:46 How to Use Facebook Forms to Pre-Qualify the Right Members 22:22 Pretty vs. Functional: What 690 Websites Taught Us 24:26 Why You Only Have 60 Seconds to Make Your Website Work 27:54 The Attention Span Crisis and What It Means for Your Marketing 31:00 Build It to Work First. Make It Pretty Second. Additional Resources: - Alloy Personal Training - Learn About The Alloy Franchise Opportunity --------- You can find the podcast on Apple, Google, Spotify, Stitcher, or wherever you listen to podcasts. If you haven't already, please rate and review the podcast on Apple Podcasts! To learn more about the Alloy Personal Training Franchise Opportunity, visit 👉 http://bit.ly/alloy_franchise
Transcribe →How CapitalSpring Evaluates and Scales Franchise Brands with Bryan Dickenson
4w ago00:28:53Tap to summarizeWhat does it really take to scale a fitness brand — and find the right investment partner to help you get there? In this episode, we sit down with Bryan Dickinson from CapitalSpring to discuss his path into franchise-focused private equity, what it takes to thrive in the industry, and what made Alloy Personal Training a standout investment opportunity. Bryan breaks down how CapitalSpring evaluates brands, why the franchisee experience is central to any smart franchisor investment, and how their growth-first partnership model helps founders scale with confidence. If you're a founder, franchisee, or fitness professional curious about what smart capital and the right partnership can do for a brand, this episode is worth your time. #AlloyPTFranchise #TeamAlloy #StrongerTogether #CapitalSpring #FranchiseGrowth #FitnessIndustry #PrivateEquity Key Takeways: 1:20 - Bryan's background 2:10 - Discovering consumer & moving to sector specialist at Capital Spring (2019) 3:10 - Joining right before COVID 4:00 - What it takes to succeed in PE 7:10 - Closing on Christmas Eve — staying positive through the hard moments 8:10 - About Capital Spring 9:55 - Origins in food & bev franchising and expanding to gyms, car wash, pet, auto 11:30 - What Capital Spring provides beyond capital 13:00 - Portfolio stats — 280+ investments, 90+ brands, 7,000 brick-and-mortar locations 13:20 - Why investing on both franchisor & franchisee sides gives unique perspective 16:00 - Investment diligence — beyond the financials, what Capital Spring evaluates 17:00 - Why Alloy stood out 17:50 - Why strength training has staying power 18:55 - Longevity trends, GLP-1 tailwinds, and the case for muscle mass 20:05 - Alloy's franchising playbook 22:15 - The importance of great management teams and trust in any partnership 23:20 - Dispelling bad PE narratives — most founder-friendly firm, growth focus only 26:15 - Capital Spring's mission Additional Resources: - Alloy Personal Training - Learn About The Alloy Franchise Opportunity --------- You can find the podcast on Apple, Google, Spotify, Stitcher, or wherever you listen to podcasts. If you haven’t already, please rate and review the podcast on Apple Podcasts! To learn more about the Alloy Personal Training Franchise Opportunity, visit 👉 http://bit.ly/alloy_franchise
Transcribe →Onward & Upward: Why We Partnered with CapitalSpring
Feb 2500:21:22Tap to summarizeHow do you grow fast without losing what makes your business great? In this episode, we sit down to talk about bringing on a private equity partner, CapitalSpring, and what that really means for our franchisees and our team. We get into why we waited for the right partner, how they’re helping us scale faster, and why this is not just about money. It is about resources, accountability, and opening doors we couldn't open on our own. We also share what it is like to run 130+ franchises, the highs and lows of rapid growth, and how having the right support can make all the difference. 🎧 Tune in to hear what it is really like to scale a franchise, partner with investors the right way, and keep your team and your culture thriving while doing it.Key Takeaways: Intro (00:00) Big announcement (01:14) Why we did it (09:30) Our long-term plan (13:56) Our experiences from the start (17:20) Outro (20:17) Additional Resources: - Alloy Personal Training - Learn About The Alloy Franchise Opportunity --------- You can find the podcast on Apple, Google, Spotify, Stitcher, or wherever you listen to podcasts. If you haven’t already, please rate and review the podcast on Apple Podcasts!
Transcribe →What the Best Franchisees Do Differently with Tammi Brown
Feb 400:29:39Tap to summarizeWhat actually separates great franchise owners from those who struggle?In this episode, Alloy founder Rick Mayo sits down with Tammi, a seasoned franchise business coach with experience across multiple national brands, to break down the real traits that drive long-term franchise success.They dig into why employee turnover is usually a leadership problem, how owner involvement directly impacts retention, and why “semi-absentee ownership” is often misunderstood, and overestimated.If you’re considering franchise ownership (or already in it), this conversation is a reality check on what it really takes to win.🎧 Listen in to learn whether you’re truly built for franchise ownership, and how to level up if you are.Key Takeaways: Intro (00:00)Why employee turnover is a leadership issue (12:40)The danger of blaming systems instead of ownership (13:34)Why owner involvement is non-negotiable (15:54)The myth of semi-absentee ownership (16:12)How retention starts with how you treat your team (19:14)Following the playbook — and why consistency matters (20:05)Final thoughts on leadership and accountability (28:25)Additional Resources:- Alloy Personal Training- Learn About The Alloy Franchise Opportunity---------You can find the podcast on Apple, Google, Spotify, Stitcher, or wherever you listen to podcasts.If you haven’t already, please rate and review the podcast on Apple Podcasts!
Transcribe →The 5 Must-Do’s for Multi-Unit Franchise Success with John Farkas
Jan 2100:43:28Tap to summarizeRunning one gym is hard. Running multiple is a whole different game. In this episode, Rick is joined by John Vargas, multi-unit Alloy franchise owner and president of the Franchise Advisory Council, who shares the 5 keys that helped him scale from one successful Alloy location to several top-performing locations.They talk about why everything starts with your people, how to lead without micromanaging, and the importance of clear goals and consistent communication.John also shares how he and his team stay focused by cutting out distractions, and why being an available leader is one of the most underrated success factors.John's approach is packed with real-world advice you can use right now. 🎧 Give this episode a listen and learn what it really takes to grow without losing control.Key TakeawaysIntro (00:00)People first (02:01)Set Clear goals (07:37)Communicate relentlessly (16:35)Remove the noise (25:19)Be available (29:29)Additional Resources:- Alloy Personal Training- Learn About The Alloy Franchise Opportunity---------You can find the podcast on Apple, Google, Spotify, Stitcher, or wherever you listen to podcasts.If you haven’t already, please rate and review the podcast on Apple Podcasts!
Transcribe →Entrepreneurship or Franchising: What’s the Right Fit for You?
Jan 1400:31:57Tap to summarizeSo, you’re ready to dive into the fitness industry? First off, congrats. It’s an exciting world to be in. But now you’re at the ultimate fork in the road: do you build your own brand from the ground up, or do you buy into a franchise?In this episode, Jared Nassiff interviews Rick Mayo, founder of Alloy Personal Training, to explore this topic through Rick’s journey from independent gym owner to franchise owner.Rick shares how he bootstrapped his first fitness business in 1992, scaled it through white-label licensing, and eventually launched Alloy as a franchise with 400 awarded locations and growing.He breaks down the real differences between starting a business from scratch and joining a franchise, from risk and scalability to royalties and emotional grit.💬 Curious which path is right for you? Listen now.Key TakeawaysIntro (00:00)Mindset differences between entrepreneurs and franchisees (05:28)Advantages and disadvantages of independent businesses (09:36)Building a successful franchise (17:11)Final thoughts and advice (25:43)Additional Resources:- Alloy Personal Training- Learn About The Alloy Franchise Opportunity---------You can find the podcast on Apple, Google, Spotify, Stitcher, or wherever you listen to podcasts.If you haven’t already, please rate and review the podcast on Apple Podcasts!
Transcribe →The Truth About Fitness Franchising No One Tells You
Dec 3100:52:36Tap to summarizeIn this episode, Rick Mayo shares his journey from a college side hustle to building one of the most respected personal training franchise brands in the country.Starting in 1992 with a single location, Rick revolutionized small group personal training and scaled globally before launching Alloy as a full franchise in 2019.He opens up about the challenges of transitioning from licensing to franchising, how leadership and data drive success, and the critical role strength training plays in adult longevity and well-being.He also talks about franchise scalability, team-building, and the rising demand for strength-based fitness as a counterbalance to aging and modern stress. Tune in!Key TakeawaysIntro (00:00)Transition to small group training (04:53)Scaling and licensing (11:28)Franchising and global expansion (13:22)Impact of Alloy Personal Training (29:11)How Rick stays grounded while scaling rapidly (39:46)Additional Resources:- Alloy Personal Training- Learn About The Alloy Franchise Opportunity---------You can find the podcast on Apple, Google, Spotify, Stitcher, or wherever you listen to podcasts.If you haven’t already, please rate and review the podcast on Apple Podcasts!
Transcribe →Scaling Strong: Nick Garrity on Multi-Unit Mastery
Dec 2400:31:26Tap to summarizeIn this episode, Rick sits down with the number one facility operator and multiunit Alloy franchisee, Nick Garrity, to discuss his secrets to successfully scaling to multiple facilities.With a deep entrepreneurial background in stretching studios, saunas, and golf performance, Nick explains why consistency, trust, and communication are the real currency of successful fitness operations.He dives into the systems he uses to keep staff engaged (including profit sharing), how he evaluates struggling locations for turnaround, and what franchisees need to know about absentee vs. active ownership.Nick shows how small, repeatable actions create massive compounding success.If you’re building or scaling a fitness business, this episode is your playbook.🎧 Tune in!Key TakeawaysIntro (00:00)Nick's background and journey (02:05)Transition to Alloy and franchising (03:22)Alloy franchise and business strategy (05:41)Keys to success in multi-unit ownership (08:33)Challenges and opportunities in franchise management (22:54)Impact on clients and community (27:40)Future goals and vision (28:45)Additional Resources:- Alloy Personal Training- Learn About The Alloy Franchise Opportunity---------You can find the podcast on Apple, Google, Spotify, Stitcher, or wherever you listen to podcasts.If you haven’t already, please rate and review the podcast on Apple Podcasts!
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