Founder Rick Mayo and Franchisees Share Alloy’s Winning Formula
This time of year, health and fitness are top of mind. After the indulgent holiday season, many of us make New Year’s resolutions. In fact, 79% of them are centered around health goals, according to the Pew Research Center. But the momentum often fades by February, leaving ambitious goals and gym routines forgotten.
This drop-off is often the result of fleeting fitness trends and quick-fix programs that fail to keep people engaged or deliver lasting results. But it doesn’t have to be that way, says Rick Mayo, founder and CEO of the Alloy personal training franchise. “Our results-driven approach to fitness resonates with people. Our programs are tailored to individual needs, leading to high retention rates — rare in the fitness industry.”
Designed for people over 40, Alloy’s small-group, personalized training helps clients turn fitness into a lifestyle. With a focus on strength, community and real results, it’s built for long-term success.
With more than 34 years of experience, Mayo has taken Alloy from a single fitness studio into a thriving franchise. “We started small, focusing on individual clients, but quickly realized we could replicate this success on a larger scale,” Mayo explains.
What sets the Alloy personal training franchise apart is its focus on retention and operational efficiency. The model requires fewer members, thanks to premium pricing and high-touch service. “Unlike high-volume gyms, we emphasize quality over quantity,” says Mayo. “With a 97% retention rate, our approach keeps clients coming back and franchisees successful.”
The Alloy business model also leverages technology to enhance the experience. Members use the Alloy app to track progress, while franchisees benefit from streamlined operations through advanced CRM tools. “We’re constantly innovating, from personalized workouts to AI-powered insights. This ensures both members and franchisees get the best possible support,” Mayo adds.
With over 50 locations and growing, Alloy is helping communities reach their fitness goals while offering franchisees the tools to succeed in a meaningful business. “This is about more than financial success — it’s about being part of something bigger,” Mayo says. “We’re building a legacy of health and positive change.”
Alloy Personal Training Franchisees
Alloy franchisees share a deep passion for transforming lives through fitness, each bringing their own unique journey to the brand. Take Nicole and Scott Mcintosh in Texas, for example — they’ve mastered the art of balancing demanding careers while building their thriving “Alloy family.”
Meanwhile, Ken Campbell in San Antonio quickly turned his studio into a success, thanks to his keen business sense and dedication to the Alloy mission. Then there’s former lawyer Russ Merbeth, who was so impressed by Alloy’s science-backed programs that he signed on after testing them out himself for three months. Together, these franchisees are building communities and making a real impact.
Nicole and Scott Mcintosh
Spring, Texas, and The Woodlands, Texas
We call it our Alloy family for a reason — it feels like family.
Nicole Mcintosh and her husband, Scott, opened their first Alloy studio in Spring, Texas, in October 2023, with their second location set to open in The Woodlands in February 2025. They were initially drawn to the franchise’s impact-driven mission. “We wanted to set an example for our daughters about living healthy lives while also changing lives in our community,” Nicole says. “There are other companies who have components of what we do, or offer it as a piece of their overall offering, but no one has been as successful and able to grow nationally as fast as Alloy has.”
Despite having full-time jobs — Nicole in oil and gas and Scott in marketing — they remain actively involved in their Alloy personal training franchise. “We’re always strategizing, reviewing KPIs, and supporting our team. It’s a family effort,” Nicole shares. Staffing has been challenging, but they focus on finding “unicorn” employees who embody Alloy’s values. “It’s hard work, but seeing our members’ transformations makes it all worth it.”
Their personal lives have also been enriched by the franchise. “Our five-year-old daughter now talks about eating protein and taking the stairs for exercise,” Nicole laughs. “It’s amazing to see how Alloy has impacted our family.”
The Mcintoshes host regular events to build connections with members and the community. “We’re creating a space where people feel supported and motivated,” Nicole says. Looking ahead, they’re excited to grow their Alloy family and continue making a difference.
Ken and Pamela Campbell
San Antonio, Texas
Seeing the difference Alloy makes in people’s lives is incredibly rewarding.
Ken Campbell opened his Alloy personal training franchise in San Antonio, Texas, in October 2024. As the owner of a golf course management company, Ken was looking for a business less reliant on weather and discovered Alloy through a franchise consultant. “Alloy checked all the boxes: strong retention, a proven model, and a focus on real results,” he says.
One of the challenges Campbell faced was securing the right retail space. “It wasn’t easy, but our broker helped us find the perfect location,” he explains. Since opening, the rewards have far outweighed the obstacles. “Members constantly thank us for bringing this concept to their community. It’s both financially successful and incredibly fulfilling.” He attributes much of this success to Alloy’s unique business model and target demographic. “This is an underserved fitness market.”
Campbell was thrilled to open with a full facility. Within eight weeks of pre-sales, his studio achieved full membership, and its cash-flow is already positive. “The support from Alloy’s corporate team has been phenomenal. They provide everything we need, from marketing tools to training programs,” he says.
Campbell’s day-to-day involves business oversight and planning, but he remains hands-on. “I love seeing members’ progress and being part of this journey,” he shares. Looking ahead, he’s planning a second location. “Alloy has given me the opportunity to expand my business while making a real impact.”
Russ Merbeth
Alexandria, Virginia, and Edgewater, Maryland
Alloy is the best fitness product I’ve ever seen — it’s easy to sell because it works.
Former lawyer and lobbyist Russ Merbeth opened two Alloy locations in 2024: one in Alexandria, Virginia, in February, and another in Edgewater, Maryland, in July. Despite initially being skeptical about the fitness industry, Merbeth was won over by Alloy’s model. “It’s designed for people over 40, using science-backed training that actually delivers results,” he explains.
Merbeth immersed himself in Alloy’s workouts for three months before committing. “They were the best workouts I’d ever done. Every session is unique, keeping clients engaged and challenged,” he says. This confidence in the product made selling memberships easy. “Our demographic values quality, and Alloy delivers.”
Managing two locations keeps Merbeth busy, but he loves the variety. “I’m involved in everything — from hiring and sales to community events,” he shares. His locations employ full-time trainers who also manage day-to-day operations. “Everyone on our team is hands-on, ensuring clients have the best experience.”
Merbeth credits Alloy’s corporate team for their ongoing support. “They’re always there with marketing strategies, sales tools and advice,” he says. Looking ahead, Merbeth plans to mentor new franchisees while continuing to expand his own footprint. “Alloy keeps me engaged and gives me purpose — it’s been a fantastic journey.”
For more information, visit https://alloyfranchise.com/the-opportunity/.
