Alloy Personal Training: The Strength is in Numbers

January 3, 2023

For Alloy Personal Training, a fitness concept that offers full-body, non-modality-based workouts to a “premium” age group, there are several key differentiators that set it apart from the rest. From their average customer age bracket having over 70% of the nation’s disposable income, to the over 96% retention rate for monthly memberships, Alloy’s stats are noteworthy; Their strength is truly shown in numbers.

One of these numbers is the 130-member capacity. There are a number of reasons for this, but the biggest is keeping things personal. Bigger is not always better. Really getting to know the consumers, providing the highest quality of service, and pouring into the community that has been created is of the utmost importance. This allows Alloy to do so. This also results in scarcity. Alloy is looking to serve 130 clients from a target market of 30,000. When looking at more densely populated cities, there is plenty of opportunity. This is also why multi-unit is such a popular move for Alloy’s semi-absentee developers.

Another noteworthy number for Alloy is their $308 average monthly membership fee. When diving deeper into the Alloy opportunity, most are pleasantly surprised to hear about the ability to tier the pricing by market. This allows franchisees to adjust accordingly to fit their market.

Alloy’s 96% retention rate is well above the industry standard and a key differentiator in their model. With Alloy creating an intimate, tight-knit community where individuals are investing in themselves and one another, it’s easy to see why customers tend to stick around.

Alloy’s competitive advantage among other fitness concepts is that it is not modality based. Modalities (e.g. yoga, cycling, pilates, HIIT, etc.) can be hot until they are not. By not being modality-based, Alloy can adapt as training and the science behind it progresses. Clay Allen, the Director of Franchise Development, explains, “Alloy can easily adopt or drop training modalities as they come in and out of fashion. This allows us to be dynamic with not only our programming but also our growth!” Alloy’s distinct application of personal training in a small group format allows them to meet the clientele where they are, based on their unique strength level, restrictions, and goals. As a result, clients receive programming tailored to them without having to pay a 1:1 premium.

“We often get this concern from candidates, ‘I don’t have a fitness background…’ This is not a prerequisite! We have franchisees ranging from former gym owners to IT professionals and lobbyists. Your ability to hire and lead great people is the key to success!” – Clay Allen, Director of Franchise Development

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About Alloy: The Alloy Personal Training franchise was founded in 2019, however, the
brand itself has over 30 years of experience in the fitness industry. Alloy’s founder, Rick
Mayo, launched the first personal training gym in 1992. By 2019, Mayo had licensed
programs to 2,300 gyms globally and launched the Alloy Personal Training franchise
shortly after.

To learn more about the Alloy franchise opportunity, click here or email leads@repmgroup.com.