Rick Mayo Franchises His Alloy Training Business

Rick Mayo
(Photo courtesy Alloy Personal Training Center.) Rick Mayo founded Alloy Personal Training Center in 1992, licensing it 10 years ago, but he plans to expand the business now as a franchise.

Rick Mayo will begin franchising his Alloy Personal Fitness business starting Sept. 1, according to an announcement from the company. 

Mayo founded Alloy Personal Training Center in 1992 as a personal training business. Ten years ago, he began licensing his system to other fitness business operators, and today he has more than 1,000 licensees worldwide, according to a media release.

Current licensees will continue to be supported by the company, but Alloy stopped taking on new licensees earlier this year.

The Alloy Personal Training Franchise is ready to go to market with its franchise recruitment and sales process on Sept. 1 and will focus mostly in the southeastern United States for the first year, particularly in Florida, Georgia, North Carolina and South Carolina, according to the media release. The team has begun identifying prospects and is prepared to have discovery days and sign on franchise candidates in 90 days.
In addition to Mayo, the Alloy team includes CEO Suzanne Robb, Vice President of Franchise Development Tony Chemer and Vice President of Education Matt Helland.

"The name 'Alloy' was created under the notion of strength and motion meeting; those two things coming together to create something bigger, stronger, and longer-lasting," Mayo said in the release. “Over the past few years, I kept asking myself how our team and brand could do more to meet our mission. The answer became clear: we needed to create a total solution.”

In 2018, Mayo and his team decided that moving into a franchise model was the answer they sought. “Franchising enables us to support our business partners fully from build-out design, through equipment, fitness operations, marketing, specifications and more," Robb said in the release. “The Alloy franchise model encompasses all that we have learned about running a successful business from personal training, marketing, staff management and everything in between."    
Until now, gym operators could pick the parts of the Alloy systems they needed to fill in gaps in their personal training programs.

“Now, we will be starting from scratch,” Chemer said. “We are able to provide total support of our systems already proven in thousands of gyms worldwide.”

The fitness business is exploding with franchising businesses and that trend will continue in 2020, rising at an annualized rate of 5.4 percent, Mayo wrote in a LinkedIn article, sharing the statistic from an IBISWorld report.

“This is a great opportunity for entrepreneurs seeking to invest in an opportunity to help others while making a solid profit,” he wrote in the article.

Mayo is a featured speaker at conferences domestically and internationally. He has written numerous articles on the business of fitness for trade journals and contributes regularly to national publications such as Men’s Health. Mayo sits on the board for the George State exercise science department as well as the Atlanta School of Fitness. He also is an NSCA-certified personal trainer and serves on the board for the Industry Board of Advisors for the American Council on Exercise (ACE). Mayo also is a Think Tank Adviser for the Gold’s Gym Franchisee Association and sits on the advisory board for the Association of Fitness Studios.

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