In this episode, Matt explains the "dos and don'ts" of phone sales. They discuss the uncomfortable world of phone sales and turn it into something approachable and even enjoyable for gym owners and fitness professionals.

Matt brings tactics from the field, while Rick offers frameworks that turn conversations into conversions. They discuss how to handle price objections and why you should never sell the braces but always sell the smile.

You’ll also hear about common phone pitfalls and why enthusiasm and conviction matter more than fancy scripts.

Don’t miss this one if you want to turn more leads into clients and change more lives in the process. Tune in now!

Key Takeaways

Intro (00:00)

Thanksgiving greetings and dad jokes (00:36)

The importance of understanding customer needs (01:27)

Common sales mistakes and solutions (04:34)

Controlling the conversation and handling objections (11:28)

Building rapport and staying on-topic (14:41)

Uncovering customer problems and pain points (17:30)

Presenting solutions and taking action (22:56)

Maintaining enthusiasm and professionalism (27:54)

Final thoughts and encouragement (29:19)

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!

In this milestone episode, Rick Mayo and Matt Helland reflect on 34 years in business, diving into the deep waters of growth, leadership, and transformation.

Rick and Matt explain why franchising is an entirely different beast from running a gym and how most people don’t realize that jumping into franchising means starting a brand-new business.

They discuss how leadership requires evolving your identity, killing the “old you,” and embracing the discomfort of growth. They also share their own struggles with letting go, the importance of staying teachable, and why consistency trumps motivation every time.

This episode is a must-listen for anyone trying to scale their business with integrity.

🎧 Tune in to hear why franchising isn’t what you think—and how to thrive when everything changes.

Key Takeaways

Intro (00:00)

Every business is a brand-new business (02:48)

Franchising is not the same as gym ownership (05:33)

Be teachable and seek outside help (07:26)

Audit your tech stack regularly (10:36)

“What got you here won’t get you there” (12:14)

Letting go of old identity is hard but necessary (17:28)

Franchisees borrow Alloy’s business model and mindset (22:43)

99% of your problems are your own doing (28:24)

Consistency beats motivation (36:35)

Don’t hire based on potential—hire for now (38:33)

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!

One of the biggest challenges in running a fitness business is finding and retaining top talent. It’s a persistent problem that many gym owners and fitness franchisees grapple with.

In this episode, Rick speaks with William Coker, president of FIBR, a fitness talent recruiting firm. FIBR is a new addition to the Alloy vendor suite, and we are excited about the alignment.

William brings years of industry experience, having worked in leadership roles at 24 Hour Fitness and Crunch, where he oversaw personal training, education, and recruitment.

FIBR has revolutionized recruitment with its massive database of over 5 million fitness professionals who are sourced from industry certifications, colleges, and even military programs.

By using this proprietary database, FIBR offers an innovative solution that bypasses traditional job boards, offering lower costs and a more effective hiring process for fitness operators.

Rick and William also discuss strategies for attracting and retaining Gen Z talent, who prefer fast hiring and slow training. And also leadership and compensation tactics that can help retain your team long-term.

Tune in now to learn how FIBR can transform your recruitment strategy.

Key Takeaways

Intro (00:00)

William Coker's background in fitness leadership (02:34)

Introduction to FIBR and its unique approach (06:12)

The importance of proactive recruitment over passive job ads (09:58)

How FIBR’s proprietary database helps employers find candidates (14:38)

Strategies to attract and retain Gen Z talent (17:07)

The shift from transactional to relational leadership for retention (23:46)

Importance of updating compensation and incentive structures (26:53)

The value of building relationships with employees for long-term success (30:02)

How to contact William Coker and FIBR (33:27)

Additional Resources:

FIBR: https://fibr.fit/

William Coker’s email: [email protected]

—

- 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!

Franchise ownership sounds like freedom, but most owners learn the hard way. Passivity doesn’t pay unless you earn it.

In this episode, Rick Mayo sits down with Erik Van Horn, veteran franchisee, franchisor, investor, and founder of Front Street Equity Partners.

With decades of experience across all sides of the franchise table, Erik unpacks what it really takes to thrive in franchising.

They explore the true meaning of “semi-absentee” ownership, why early-stage franchisees need a pioneer mindset, and how building strong operating partnerships is key to scale.

Erik also shares his personal entrepreneurial journey from a college grad avoiding construction to running dozens of franchise units and advisory businesses.

They also touch on advisory masterminds, the importance of being teachable, and the hidden cost of cheap leadership.

Tune in!

Key Takeaways

Intro (00:00)

Erik Van Horn's background and early career (03:51)

Transition to franchising and business expansion (06:49)

Current business activities and franchise consulting (10:28)

Character traits for successful franchisees (12:39)

Semi-absentee ownership and business structure (20:32)

Investing in franchises and passive income (22:06)

Final thoughts and future plans (32:41)

Additional Resources:

- Franchise Secrets 

Franchise Secrets Group: https://web.facebook.com/groups/franchisesecretsfb/?_rdc=1&_rdr#

Scalable Franchise: https://scalablefranchise.com/

—

- 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!

Alloy has recently updated its territory mapping system to identify new, high-potential locations.

In this episode, Rick and Suzanne discuss the results of the Alloy mapping exercise for the US and what it means for existing and potential franchisees.

With updated demographic data and an analysis of local business dynamics, the company has expanded from 900 territories to over 2000.

The episode also discusses the importance of protecting existing franchisees by ensuring that no two locations compete directly, with each franchise being granted a "protected radius."

Rick and Suzanne also touch on the importance of refining franchisee selection by using amplifiers to find the most ideal locations and how Alloy is pushing forward with growth in the U.S. while turning down international expansion for now.

Tune in to discover how Alloy is expanding smarter!

Key Takeaways

Intro (00:00)

Expansion and growth of alloy (01:46)

Remapping and demographic updates (04:27)

Impact of new territories on franchisees (09:49)

Addressing concerns and future plans (17:15)

Final thoughts and future goals (18:58)

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!

In this 4th installment of the “Care Is Currency” series, Rick Mayo and Matt Helland discuss why consistency is one of the most overlooked aspects of customer loyalty. 

Through stories and real-world Alloy examples, they show how even small deviations in client experience, no matter how well-meaning, can break trust and hurt retention.

Even when the core service stays the same, inconsistencies in the client experience create emotional dissonance for customers. Running the play exactly as designed is key to building trust at scale. Consistency becomes the real “wow factor.”

🎧 Tap into Part 4 and discover why consistency builds the kind of brand loyalty that lasts.

Key Takeaways

Intro (00:00)

The importance of consistent customer experience (02:24)

The haircut story: illustrating consistency (04:02)

Consistency in coaching and customer experience (13:33)

Metrics and consistency in customer experience (13:57)

Secret shopping and improving consistency (16:14)

The role of systems in consistency (21:45)

The impact of consistent service on business success (22:08)

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!

In today’s episode (Part 3 of the series), Rick Mayo and Matt Helland continue their conversation on the importance of genuine care in building client loyalty and business success.

They discuss how Alloy’s focus on small, personalized touches, such as surprising clients with thoughtful gifts and sending post-workout texts, creates a strong emotional bond. These small actions are key to retention and long-term success.

Rick and Matt explain why a structured system of care, embedded in Alloy’s processes, ensures that clients feel seen and valued at every stage.

Gestures such as a follow-up text after a workout or a surprise gift based on a personal conversation go a long way in making clients feel supported and appreciated.

True business growth is about consistent everyday acts of care that set your brand apart.

If you haven’t yet, be sure to check out Part 1 and Part 2 of the series, where Rick and Matt explore the foundational ideas behind Alloy's client-first approach.

Key Takeaways

Intro (00:00)

The psychology of random gifts (02:54)

Power of text messaging (10:38)

Director's role in follow-up and accountability (16:58)

Impact of small, consistent actions (19:54)

The role of systems and processes (20:40)

The role of personal connection (21:08)

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!

In today’s episode (Part 2 of the series), Rick Mayo and Matt Helland dive into the importance of building genuine relationships with clients.

They discuss the role of accountability sessions in driving retention and creating long-lasting client relationships.

The future of Alloy won’t be built on the latest fitness trends or shiny new marketing tactics, but on care—specifically, caring enough to make personalized, consistent touches with clients. Small, consistent acts of care lead to big rewards.

They share that having a structured approach to check-ins and recognizing life’s challenges (like injuries or travel) can dramatically improve your business’s long-term success.

Listen to this episode now and discover how a little extra care can make a huge impact.

(Be sure to check out Part 1 of the series if you missed it!)

Key Takeaways

Intro (00:00)

Accountability sessions in personal training (04:01)

The importance of personalized care (06:24)

Examples of accountability sessions in action (13:55)

The role of accountability sessions in retention (20:12)

The impact of personalized care on client loyalty (20:27)

The analogy of poles in the ground (21:13) 

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!

In part 1 of this 5-part series, Rick presents the concepts from his keynote presentation from the 2025 Alloy Conference.

Through compelling stories, Rick and Matt explain how Alloy differentiates itself from competitors by showing genuine care for every client, leading to long-term loyalty and success.

Rick shares how caring for clients beyond the sale through accountability and follow-up makes a big difference.

From uncomfortable sales moments to deeply personal coaching sessions, Alloy’s model proves that the way you treat people is more important than the services you offer.

You’ll also hear about the importance of consistent effort—like making phone calls to clients or following up on leads—and how this ‘boring’ work creates incredible results in the long run.

Listen in and learn how Alloy ‘out cares’ the competition.

Key Takeaways

Intro (00:00)

Differentiating Alloy through care (02:38)

Starting point session: Jerry's story (04:10)

The importance of consistent care (11:07)

Overcoming discomfort in sales (13:36)

Boring work and consistent effort (18:42)

Consumer loyalty statistics (29:16)

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!

In this episode, Rick sits down with executive coach and Alloy franchisee, Rami Odeh, to discuss 5 essential supplements that you should be taking.

These supplements are essential for improving physical performance, brain health, and overall well-being.

They also explore common myths surrounding supplements and why consistency is more important than occasional use for achieving long-term results.

This episode is perfect for anyone looking to optimize their fitness journey with the right supplements and avoid the confusion that comes with the overwhelming number of options available.

Want to learn which supplements truly deliver? Listen now and boost your fitness results today!

Key Takeaways

Intro (00:00)

Supplements and their importance (01:58)

Benefits of supplementation and personal experiences (04:11)

Detailed discussion on creatine (07:11)

Whey protein and its role in muscle building (12:44)

Omega-3s and their impact on heart health (17:22)

Vitamin D and its role in mood and immune system (20:53)

Multivitamins and greens for comprehensive health (26:06)

Additional supplements and their specific benefits (34:00)

Conclusion and final thoughts (34:11)

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!