Alloy Personal Training Business

How do you know if you’re charging the right price? For a premium service, the answer has as much to do with consumer psychology as it does with math. Price is one of the first signals customers use to judge quality. When it’s set too low, they stop believing you are what you say you are.In this episode, Rick Mayo and Matt Helland use the Van Westendorp Pricing Model to look at that problem from an owner’s point of view. The framework maps how customers react to a price, from too cheap to be credible to too expensive to consider. Rick applies it to Alloy’s own pricing research on small group personal training. The sweet spot turns out to be narrow, and a business can easily slip out of it by underpricing.The effects go well beyond a single sale. A low price tends to attract customers who show up less often and leave sooner. It can also change how your own team sees the service, and that affects how they deliver it. This is why higher prices don’t always mean fewer sales. If your sales team never hears no, the price is often too low. And when owners start discounting after a few rejections, they can hurt both their profitability and the brand they’re trying to build.Confidence in your value has to start with the owner and carry down to the team. When you hold standard on your pricing, customers take the service more seriously, and they tend to show up more, get better results, and stay longer.Key Takeaways:00:00 Intro03:09 The Westendorp Framework04:00 Point of Marginal Cheapness05:42 Indifference Price Point06:24 Optimal Price Point07:09 Point of Marginal Expensiveness07:52 Alloy’s National Pricing Research09:46 Class vs. Personal Training Customers11:09 What Low Prices Tell Your Team13:37 The Narrow Sweet Spot15:24 Borrowing the Brand’s Conviction18:00 Zero No’s Means You’re Too Cheap18:53 Protecting Brand Equity21:01 Charge More, Get Better Retention22:04 Run the Matrix for Your Business  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!To learn more about the Alloy Personal Training Franchise Opportunity, visit 👉 http://bit.ly/alloy_franchise

What separates high-performing studios from the rest when it comes to sales? Mark Fisher has worked with hundreds of gym owners around the world, and the answer he keeps coming back to is pretty simple. The best studios do a handful of things every day, and they make sure those things get done.In this episode, we sit down with Mark, founder of Business for Unicorns and an Alloy franchisee, to talk through the four sales habits that consistently drive results. He shares practical ways to build stronger relationships with prospects, improve follow-up, keep your team consistent and turn more conversations into memberships. He’s also open about an experiment he ran at his own studio that he wouldn’t recommend repeating.For a lot of studios, the next group of new members is already in the database. People buy when they’re ready, not when you’re ready, and a lead that went cold months ago might just have been busy. Sometimes the only thing missing is a phone call. One studio had about 1,500 leads in six months, and the share of them that never got a single call is hard to believe.If you want to increase memberships, improve your sales process or build a stronger sales culture, you and your team can start using a lot of this right away. Key Takeaways:00:00 Intro02:54 4 Sales Habits of Top Studios06:27 Habit 1: Gym Lead Generation06:58 Fishing Nets vs. Fishing Poles09:13 A Referral Offer That Works11:50 People Buy When They’re Ready16:30 Habit 2: Hot Lead Follow-Up17:19 Why Texting Isn’t Enough21:05 Schedule Your Sales Calls23:36 1,500 Leads, 91% Never Called27:24 Coaching Your Sales Team31:02 Habit 3: The Sales Conversation32:38 Run a Better Discovery Call40:44 Habit 4: Cold Lead Follow-Up43:50 11 New Members in 5 Days 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!To learn more about the Alloy Personal Training Franchise Opportunity, visit 👉 http://bit.ly/alloy_franchise

What does it really take to be successful? In this episode, John Farkas sits down with us to talk about the habits, mindset, and strategies that separate high performers from the rest. For John, consistency and discipline start with the product. He leads most of his weekly team meetings with an educational lesson, gives his coaches constant feedback, and expects them to keep learning on their own. That standard is a big reason half of his clients come from referrals.On leadership and taking action, John explains why, when his team isn’t executing, his first question is where he wasn’t clear. He explains why he keeps improving the same basic systems instead of chasing shiny objects. Building a business takes longer than most people think, so he also makes the case for realistic expectations, both for owners and for their teams.John shares valuable insights on what drives long-term success in business and franchising. New franchise owners and seasoned entrepreneurs alike will find practical takeaways here to help them reach the next level. Key Takeaways: 00:00 Intro 03:40 The Secret to Franchise Success 04:40 Obsess Over Your Product 09:08 Coaching Your Team Every Week 10:48 Clear Communication with Your Team 17:46 Assume Ignorance Before Malevolence 19:37 Iteration of the Basics 24:36 Innovation Means Doing It Better 25:25 Set Realistic Business Expectations 32:19 Presale Expectations for New Owners 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!To learn more about the Alloy Personal Training Franchise Opportunity, visit 👉 http://bit.ly/alloy_franchise 

Paid media is getting more expensive and less predictable. So what do you do instead? Kaitlin Bitting just joined Alloy as Director of Marketing, and she comes with agency experience, time at Campbell's Soup, and a front-row seat inside another major fitness franchise. Rick Mayo brought her on the podcast six weeks into the job, and the conversation landed somewhere useful: three organic marketing tactics that franchisees can start executing this week without touching their ad budget. The first is community partnerships, done right. Not the kind where you slap a flyer in someone's window and call it a day. Rick's Fleet Feet playbook is the template: leverage each other's email lists, put physical presence in each other's locations for 30 days, run a joint educational event, and track everything with a unique QR code. One campaign generated 60 leads and 40 new members. The second is referrals, which convert at 90% and most owners still never ask for. The third is Google Business Profile, which 76% of customers check before they ever visit a location, and which now influences how LLMs surface your business in AI search results. Rick also shares what happened when someone left a scathing review for a location they had never visited, and why the response he wrote became one of his better PR moments. Playbooks for all three are on the way for Alloy franchisees. This episode is the preview.Key Takeaways: 00:00 The Referral Conversion Rate Is 90% 00:38 Welcome Kaitlin Bitting, Director of Marketing 02:54 Kaitlin Bitting's Background: Agency, Campbell's, Fitness Franchise 04:32 Why Alloy's Model Stood Out 06:54 Why Organic Marketing Matters More Now 08:12 Strategy 1: Community Partnerships 09:46 Make It Mutually Beneficial or Do Not Bother 10:00 The Fleet Feet Playbook: 3 Steps, 60 Leads, 40 New Members 16:00 Build a Partnership Calendar for the Year 19:00 Track Every Partnership with a Unique QR Code 20:00 Playbooks Are Coming for Alloy Franchisees 21:14 Strategy 2: Referrals 23:46 Ask at the Moment They Sign Up 25:38 John Herrera's Presale: One Third of 150 Members from Referrals 26:54 Joe: The Best Referral Culture We've Ever Seen 30:16 You Are 20% More Likely to Stick If a Friend Is in the Program 33:34 Strategy 3: Google Reviews and Google Business Profile 35:24 Respond to 75% of Reviews and Your Rating Jumps Half a Star 38:46 The Fake Negative Review Rick Turned Into a PR Win 40:40 Treat Google Business Profile Like a Social Media Account 43:42 LLMs Are Pulling from Google. Keep Your Profile Current. 44:28 5.8 Million Searches Per Minute. Half with Local Intent. 47:06 Whisper Marketing and Building Long-Term Community Equity 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! To learn more about the Alloy Personal Training Franchise Opportunity, visit 👉 http://bit.ly/alloy_franchise

If you run a premium fitness business, discounting is not a sales tool. It is a confidence problem with a price tag on it. In this episode, Rick Mayo and Matt Helland break down the psychology behind why fitness business owners discount, and why it almost never has anything to do with what the customer actually needs. They cover the five reasons people drop their prices, from lack of conviction and fear of rejection to short-term revenue pressure and discounting as a substitute for actual sales skill, and explain why every single one of them costs you more than the discount ever saved. Rick also shares the math: a 20% presale discount held across 100 members for a year is $120,000 in straight profit you gave away for free. To people who would have paid full price anyway. If you are in a premium category, this one is worth your time. Listen in to find out why holding your price is one of the best things you can do for your business and your members. Key Takeaways: 00:00 The Foot on the Gas Is Not Your Price 00:38 Back in the Beats Lab 01:28 Why Premium Pricing Belongs at the Top of Boutique Fitness 02:38 Higher Prices Attract Better Members 03:46 The Motorcycle Jacket That Proves the Psychology 06:26 Suzanne Paid $700 a Month in 1994 09:18 Why Discounting Is Never a Consumer Problem 10:00 The Five Reasons Owners Discount 10:12 Reason 1: Lack of Conviction 15:44 Reason 2: Fear of Rejection 20:04 Reason 3: Desire for Approval 21:54 Reason 4: Short-Term Revenue Pressure 27:22 Reason 5: Discounting as a Substitute for Sales Skill 31:20 The $120,000 You Gave Away for Free 34:48 Four Questions to Ask Before You Ever Drop Your Price 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! To learn more about the Alloy Personal Training Franchise Opportunity, visit 👉 http://bit.ly/alloy_franchise