How to Build a Fitness Community That Keeps Clients Coming Back

Entrepreneurship isn't always the dream job it's often portrayed to be. Elon Musk famously described it as "staring into the abyss while eating glass."In this episode, Matt and Rick break down this quote to discuss the real challenges of running a business. You'll learn what the "abyss" and the "glass" represent – the constant awareness of potential failure and the unpleasant tasks that come with leadership.We discuss why some entrepreneurs struggle: it's not always about having bad ideas, but often an unwillingness to consistently tackle the difficult parts of the job.We'll also share practical tips to help budding business owners stay motivated and navigate the inevitable "eating glass" moments – like leveraging support systems and focusing on your "why".If you're ready for a real talk about building your own business, tune in!Key TakeawaysIntro (00:00)Dealing with operational issues in entrepreneurship (04:16)Challenges of switching focus from creative to operational tasks (06:37)Leadership's role in handling personnel and operational challenges (08:08)The importance of accountability in management (11:16)Personnel issues as a core entrepreneurial challenge (13:27)Balancing entrepreneurial optimism with the reality of tough decisions (15:44)The impact of avoiding tough conversations on business health (18:17)Persistent problem-solving and resilience in business (20:10)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!

The fitness industry is often obsessed with member acquisition, but Alloy Personal Training Franchise stands out with a metric that truly matters: client retention.Sure, we love seeing new faces walk through our doors, but one measurement of success that stands out is how long they stay a part of our community.Our average client sticks with us for a remarkable 36 months, and there's a reason for that.One of these reasons is that we intentionally keep our studios small to make it really personal training, not just in name.This means the trainers know more than just the client’s fitness goals—they will know much more about the clients, which helps foster real friendships between members, turning sessions into something to look forward to, not dread.Accountability is way more powerful when it comes from other members. This kind of community makes consistency a whole lot easier (and more fun!).Building this type of gym culture isn't a quick fix. It takes a relentless focus on the member's experiences. But the results are powerful: loyal clients who become your best advocates, reduced churn, and the satisfaction of knowing your gym truly makes a difference in people's lives.Tune in to this episode to learn more.Key TakeawaysIntro (00:00)Insights on fitness industry evolution and personal training's role (03:12)Discussion on client retention and personalized training advantages (06:34)Economic analysis of personal training costs (10:22)Impact of a personalized approach on long-term client engagement (15:39)Comparisons between group and personal training retention rates (18:00)Details on session structure and customer interaction (22:52)Importance of community and client connection in fitness settings (27:19)Strategies for ensuring high client retention and satisfaction (34:19)Additional ResourcesFollow Jerry Scarlato- Instagram: https://www.instagram.com/jerryscarlato/- YouTube:  https://www.youtube.com/@jerryscarlato—--- 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!

Picture a franchise where everyone cares deeply about meeting standards, teams are motivated, and businesses flourish.The secret ingredient? Accountability.In this episode, Matt and Rick discuss accountability as the highest form of care. Sincere Candor is an Alloy core value. We explain how accountability is threaded into an organization and give real-world examples of how it can manifest itself positively or negatively.When everyone—from investors to front-line coaches—feels accountable, the franchise develops a culture of both care and operational excellence. Accountability is not just about following rules, but about showing care. Everyone within the organization contributes to overall success.Effective franchises have a clear, top-down accountability structure. Investors hold managers accountable, who in turn hold coaches accountable, ensuring consistency in client quality.This structure isn't just about metrics, it's about culture. When everyone grasps their responsibilities and strives for high standards, the entire franchise thrives. Commitment to accountability leads to seamless operations, enhanced customer experiences, and ultimately, better retention rates.So, how do we cultivate this accountability?Tune in to this episode to learn more.Key TakeawaysIntro (00:00)Importance of accountability in business (00:35)Accountability as a form of care (05:22)Structure from investors to coaches (10:18)Impact on franchise quality (15:47)Enhancing operational success (20:56)Benefits on retention rates (25:30)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!

Consistency in fitness programming isn't just a nice to have; it's the difference between a thriving business and one that's constantly scrambling to please everyone.In this episode, Rick and Matt discuss the why's of Alloy programming and the importance of sticking to the script.It might be tempting for trainers to think they can improve things with a few tweaks here and there – a little extra cardio tacked on at the end of a fancy new exercise they just learned.But here's the thing: when the foundation of your business is inconsistent, things start to crumble.Think of it like this: your workouts are your product, just like a pizza recipe is to a pizza shop. If people could walk into your gym and receive drastically different experiences depending on their trainer, it breeds confusion and distrust.Plus, all that stuff trainers try to add is completely unnecessary! Alloy programming is built on solid scientific principles. If you run it with integrity, focusing on proper form and the right intensity, the results speak for themselves.Think long-term – when your whole team is on the same page, it makes running and scaling your business so much easier and ensures all clients receive the same quality of workout, which is crucial for client retention and business stability.Tune in to learn more about the ‘whys’ of Alloy programming!Key TakeawaysIntro (00:00)Principles of programming for personal training (04:13)Importance of a standardized approach (08:33)The business impact of uniform training approaches (11:11)Creating consistent customer experiences (14:02)Full-body training vs. body part splits (20:33)Why gym owners and coaches need to follow their programs (23:30)The importance of following a strategic workout plan for clients (26:50)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!

We all strive for those 'wow' moments for our clients – you know, the experiences that make them leave feeling impressed and raving about your business.But while the occasional "10 out of 10" is fantastic, did you know that consistency might be even more important?Sure, it's fantastic when your team occasionally pulls out all the stops for a client. But think about those between times. If a client never knows what to expect from the moment they walk in, even the best workouts can feel disappointing in comparison.As business owners and trainers in the fitness industry, we sometimes chase those exciting 'extras' - client outings, rewards programs, etc. While valuable, these can't make up for a core experience that wavers wildly between fantastic and mediocre.Consulting giant McKinsey found that consistent, even just moderately good, customer experiences have huge payoffs:- 15% reduction in the cost to serve those clients- 20% higher profit marginsHow do you make consistency your thing in a fitness business? Tune in to this episode to find out!Key TakeawaysIntro (00:00)Importance of consistent customer experience (01:04)Financial benefits of consistency (03:15)Leadership's role in reinforcing consistency (05:42)Real-life analogy of haircuts to explain consistency (07:30)Consistency's impact on customer retention (09:26)Additional Resources:Jim Collins Books —- 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 fitness marketing, it's easy to forget the power of traditional marketing efforts that have driven lasting success and ensured a constant flow of organic leads.While important, digital marketing should not be the sole focus. Your marketing efforts must be diversified across multiple channels.In this episode, Rick chats with Alloy franchise business coach Adam Blankenship about 3 key organic marketing strategies. These are simple, critical techniques for improving your organic marketing efforts.He emphasized that success in organic marketing is an ongoing effort, not just a one-time action. It’s critical for gyms to maintain an active and visible presence in their local areas.Click and listen to harness the power of effective, persistent organic marketing and drive your gym memberships! Key TakeawaysIntro (00:00)Importance of continuous organic marketing (02:09)Deep dive into flyering and community engagement (03:34)Strategies for effective referral programs (08:23)Hosting open houses for community engagement (22:47)Emphasis on effort and persistence in marketing (29:14)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!

The difference between a struggling entrepreneur and a wildly successful one often lies in unexpected factors.In this episode, Matt and Rick explain the less obvious yet crucial elements of entrepreneurial success. They emphasize that the keys to unlocking business growth lie in self-reflection, a curated information diet, and prioritizing personal well-being.Understanding yourself as an entrepreneur is paramount. It's easy to become the bottleneck in your own business. Be ruthlessly honest with yourself to pinpoint where your limitations might be hindering growth.Additionally, the information you consume matters! Curate the advice and news you take in to stay focused and prevent decision paralysis.Lastly, your physical and mental health are non-negotiable. As the foundation of your business, your well-being should be a top-line item in your business plan.If you're ready to take a hard look at your entrepreneurial approach and level up your game, tune in to this episode and learn more about these concepts! Key TakeawaysIntro (00:00)The concept of understanding business as a game (03:01)The importance of self-reflection for entrepreneurs (03:58)The dangers of chasing new ventures without resolving existing issues (09:45)Emphasizing the significance of selective information consumption (14:57)The critical role of personal health in entrepreneurship (21:21)Summary of key entrepreneurial strategies (25:49)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!

The Director of Training role is often misunderstood in the fitness industry, but it’s very important in driving success in any fitness facility.In this episode, Rick speaks with the Director of Training at the Alloy corporate location, Cian Roche. Cian explains the 3 critical skills needed to succeed as the Director and how he maintains a 97% retention rate.With a background that blends rigorous exercise science training with impactful customer connections, Cian reveals how he steers the flagship Alloy corporate gym to unprecedented success.He explains the multifaceted responsibilities of a Director of Training, from driving sales and marketing initiatives to fostering client care and retention.Cian shares his unique approach to leadership and team management, illustrating how building genuine relationships within the gym community leads to remarkable outcomes.Cian and Rick also explore effective community engagement strategies, the importance of personal touch in client interactions, and tips for nurturing a motivated and cohesive team.If you're a gym owner who wants to understand the pivotal role of a Director of Training or seek insights on making that critical hire, this episode is a must-listen. Tune in!Key TakeawaysIntro (00:00)Cian's educational and professional background (03:08)Sales and digital lead management (06:27)Importance of referrals and community engagement (12:13)Retention strategies through personal care (15:12)Leadership and team management for consistent client experience (20:38)The impact of customer service and feedback on training quality (24:02)Building a community through events and social gatherings (27:48)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!

Have you ever considered taking your successful business and expanding it into a franchise?While the idea is exciting, it's important to understand the complexities involved.In this episode, Rick chats with Suzanne Robb about whether or not someone should franchise their business. We reveal the realities of formulating, marketing, and running a successful franchise business.They highlight the significant investment of time, money, and emotional energy that goes into franchising.It's important to thoroughly understand your market, build robust support systems for franchisees, and ensure rock-solid operational processes are in place.One key takeaway from the episode is that the focus of franchising shifts from the success of your individual business to the success of your franchisees.Your entire model needs to be designed to support and empower them for a mutually beneficial relationship.If you are considering franchising, be sure to listen to the full episode to get a glimpse of what it takes!Key TakeawaysIntro (00:00)Understanding franchising complexities (02:15)The necessity of market research (06:13)Financial challenges in franchising (10:55)Operational processes for success (14:41)The journey to royalty sufficiency (21:35)The emotional aspects of franchising (25:14)Final advice: Have a sense of humor (27:40)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!

Are no-shows plaguing your personal training consultations? You probably think the solution lies in technology, but a human touch makes all the difference.In this episode, Rick and Matt explain how ditching automated booking systems for personalized interactions can dramatically improve your show rates and transform your business.While convenient, automated booking systems lack the personal connection that fosters commitment. They treat potential clients as transactions, not individuals. This disconnect can lead to a lack of urgency and, ultimately, missed appointments.By engaging with potential clients directly, you can:- Create urgency- Follow up with care- Build rapport early onBy using the power of personal connection, you can not only increase your show rates but also lay the foundation for long-term client relationships, ultimately leading to a thriving personal training business.Tune in to the full episode and learn some strategies to increase show rates and turn those leads into loyal clients. Key TakeawaysIntro (00:00)Book rate vs. Show rate (01:46)Automated vs. Personalized booking (05:39)Personal touch in the booking process (10:13)Creating urgency and engagement (12:44)Follow-up mechanisms for increased show rate (24:02)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!