Alloy Personal Training Franchise

Alloy’s operating roots date to November 1992, when founder Rick Mayo began the personal training business that is now operated by affiliate Alloy Personal Training Center, LLC. That business operated as a sole proprietorship before the affiliate was formed in January 2016. Another affiliate, Alloy Personal Training Solutions, LLC, was formed in 2011 and owns the trademarks licensed to the franchise system.

Alloy Personal Training, LLC was formed in Georgia on May 16, 2019, and began offering franchises in September 2019. The April 20, 2026 Franchise Disclosure Document identifies Mayo as founder and chief executive officer and places the franchisor’s headquarters in Roswell, Georgia. On December 24, 2025, Alloy Inter HoldCo, LLC and its affiliates acquired control of the franchisor, placing it under the indirect control of investment funds affiliated with CapitalSpring.

The current franchise concept focuses on personalized instruction delivered in a small-group setting. Clients receive an assessment, a workout plan that changes with each visit, progress tracking and accountability appointments. Facilities generally operate in shopping centers or freestanding locations and may also sell approved fitness apparel, nutritional products and related items. Qualified multi-unit buyers can enter a separate area development agreement requiring at least two facilities and a defined opening schedule.

Training and preparing the studio

Alloy’s initial program combines required virtual sessions, online learning modules and four days of in-person instruction at its affiliate’s Roswell, Georgia facility or another designated location. Training generally begins approximately 90 days before the planned opening. Up to three trainees are included in the franchise fee: the owner or operating partner, general manager/head trainer and one trainer. Additional attendees and repeat training may incur tuition, while the franchisee pays travel, lodging, meals and wages for all attendees.

The curriculum covers leadership, marketing, sales and presales, pricing, customer retention, daily operations, exercise program design, practice and shadowing, and software and reporting. Before the in-person session, required preparation includes the learning management system and virtual setup meetings for Mindbody, Alloy Ops and social media. Alloy also consults on location, interior layout and build-out specifications, provides an electronic operating manual and identifies approved equipment and suppliers. The franchisee arranges the lease, construction, permits and local compliance.

Launch assistance and continuing guidance

Initial opening assistance is provided virtually. Requested on-site assistance carries a daily charge and the representative’s travel expenses; assistance for later studios is subject to the FDD’s separate limitations. The required presale and grand-opening campaign has a minimum budget of $30,000 and follows the brand’s playbook. Owners attend weekly coaching and accountability meetings during presales and monthly meetings with an Alloy franchise business coach after opening.

Ongoing guidance may be delivered through virtual meetings, telephone and written communications on services, administrative procedures and operating problems. Alloy provides periodic refresher training and requires attendance at its national franchisee conference unless excused; conference fees and attendee expenses are separate. The Alloy App supports coach and client communication, video-based programming and tracking, while required technology services have recurring fees. Franchisees contribute 2% of gross sales to the brand development fund and maintain their own local marketing activity; fund spending is not guaranteed in a particular studio’s area.

Alloy’s distinctive proposition is personal attention within a defined small-group format. The maximum group size of six, individualized programming and recurring accountability appointments give an owner a clear service offering to explain to prospective members. A studio centered on coaching and member relationships can appeal to a buyer who wants to build a local fitness business around a consistent customer experience.

The model also offers a defined facility size, an established operating curriculum and tools that connect assessment, programming and follow-up. These features make Alloy a particularly relevant option for a leader who can recruit and manage qualified trainers, maintain service standards and stay involved in sales and member retention. The operating partner may serve as general manager; if the operating partner does not participate full time, a separate general manager must do so. That manager also acts as director of training. This is a staffed service business whose performance depends on local execution, with a structured franchise framework supporting the owner’s work.

Explore the operating model in Alloy Personal Training Franchise: Model, Support and Ownership Requirements.