Ep 158 - CEO of Alloy Personal Training Rick Mayo: How to build a status brand.

Oct 26, 2020

Understand the science and specificity to outspend the competition and win.

On this week's Escape Your Limits podcast, CEO of Alloy Personal Training Rick Mayo talks about what it takes to build a global franchise and target a demographic that holds 70% of the nation's disposable income.

A pioneer of personal training and former trainer for Madonna, he's internationally recognised as an expert in systems and scaling, helping millions of members around the world through a mantra of assessment, accountability and actualisation.

For more information visit https://escapefitness.com/podcast

Video Version - https://youtu.be/1d3YbuCIjhc

Rick Mayo started out training people in their homes to pay his way through college, doing something he loved to do. He opened one of the first facilities dedicated to training, all one-on-one, and soon growing the business to a million dollars of PT a year.

Through circumstances such as staff leaving to set up their own studios, Rick's income went from $83k a month down to $12k a month. That became the birth of a systemised process to training, from welcome, through memberships, to programming and across the whole experience. With more rapid growth, Rick began using his model in other gyms, and soon it was in 2000 clubs worldwide.

Alloy Personal Training's mission statement is: Real people + alloy programs = real results. No one person is the same, nor is the journey toward a healthier, active lifestyle. So why should workouts be the same? Trainers tailor the Alloy programmes for all clients who walk through the doors — no matter their fitness level. From the first session with us, Alloy works to help clients reach their goals and become their best version of possible.

On the franchise side... Alloy offers a combination of personal service, effective technology, 30 years of experience and a formula for incredible results for both members and fitness franchise owners. The numbers prove it. Alloy's revenue per member and retention rates are among the highest in the fitness industry today.

For more visit alloypersonaltraining.com

 

Episode highlights -

• How the studio within a larger gym model, or box within a box, started out. Also why creating a space and environment is key to member experience or maintaining revenue, but what's changed in recent years.
• What the differences are between price points and member experiences for large gyms and studio models, and what you need to focus on as an owner or operator.
• How operational commitment from general managers can support personal trainers to upsell members into coaching, even on a large scale.
• Why success is like weight loss in that you have to change your expectations or change your habits. It takes hard work to get better, and some people don't want to do that if they're happy where they're at.
• How a systemised approach to training, programming, service and experience gave Rick's business the rapid growth it needed to start interesting other gyms in using his model. And how this has created the opportunity to build his own franchise business off the back of it.
• What the formula to profitability is, and how you can use it to outspend your competition even in a saturated market.
• How you can look to the automotive market when it comes to marketing to an ageing demographic, as not many young people walk into a Porsche dealership.
• Why the ageing demographic offers greater lifetime value and will give your business much higher retention rates compared to the stereotypical clientele of a gym.
• How it's good advice if you have the assets to go digital, but it doesn't mean that it's a great idea for classes alone. The audience on the other end are going to hold you accountable.
• What you should be scaling to as a personal trainer or bootcamp operator to make more money off fewer people while they pay less.

 

Join Matthew Januszek in conversation with Rick Mayo…