Food and Beverage
Fitness / Health & Wellness
Alloy Personal Training is a boutique fitness franchise offering small-group personal training, built specifically around active-aging adults age 50+. It blends the individualized attention of one-on-one coaching with the efficiency and community feel of group sessions.
Founded by Rick Mayo in 1992, Alloy spent nearly three decades operating as a personal training center before franchising, notably licensing its training methodology to more than 2,000 fitness facilities worldwide, including brands such as Anytime Fitness and Gold's Gym, before formally launching its franchise model in 2019.
Owners drawn to the growing 50+ demographic and boutique fitness segment, comfortable with a hands-on, staff-management-heavy business model rather than a passive investment.
Alloy provides up to six days of pre-opening training at corporate headquarters in Roswell, GA for the franchise owner, general manager/head trainer, and one additional trainer, followed by up to three days of on-site support from Alloy representatives around Grand Opening. Ongoing support includes ongoing operational updates, marketing/business development training, and access to preferred vendor discounts.
Alloy does not provide direct financing to franchisees but may refer candidates to third-party financing sources on a case-by-case basis. A veteran discount is available (reported around 25% off the franchise fee by some sources)
All investment figures are estimates based on publicly available information.
Figures above are drawn from third-party franchise research sites referencing Alloy's Franchise Disclosure Document and Alloy's own website. Numbers can and do shift year to year. This is not investment, legal, or financial advice — always request and review the current FDD directly from Alloy Personal Training and consult a franchise attorney and accountant before signing anything.
An independent assessment from your franchise consultant
Steve Warres, Franchise ConsultantAlloy occupies an interesting niche — it's not trying to be a mass-market gym. It's built around an underserved, high-retention demographic (active adults 50+) with real recurring revenue potential. For the right operator, that focus can be a real edge."
Bottom line: Alloy Personal Training offers a differentiated, demographically-tailored fitness concept with real staying power behind it, but it's a mid-to-high investment franchise still relatively early in its formal franchising journey. Best suited for hands-on operators (or investors with an approved manager) who want to serve the fast-growing 50+ fitness market, just make sure you pull the current FDD for exact numbers before committing.
Fill out the form and we will reach out to answer your questions, walk through the investment details and help you decide whether this is the right fit.
Food and Beverage
Food and Beverage
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