July is the slowest month in fitness. Everyone knows it. The question is what you do about it.

Rick Mayo and Matt Helland sit back down in the Beats Lab for one of their unscripted conversations about what it actually looks like to run a great personal training studio when the season is working against you. No guest, no slides, just two people who have been doing this for decades talking through what works.

They get into three things you can start doing right now: getting ahead of your members before their schedules fall apart, running a student and teacher special that brings new people in the door at exactly the right time, and a social campaign called Where's Waldo that one of Alloy's top franchisees has turned into one of the best retention and culture tools in the system.

Rick also tells the story of Kathy — a client who sat across from him every month for the better part of a year, never once followed his advice, and still became one of his clearest examples of why showing up for people is the whole job.

Listen in. You can start using all of this the day you hear it.

00:00 If It Becomes Transactional, You Have Already Lost
00:46 Back in the Beats Lab
02:38 Why July Is the Hardest Month in Fitness
06:02 Strategy 1: Have the Summer Schedule Conversation Now
08:22 Do Not Let Them Off the Hook
10:54 The Kathy Story
13:10 Why Alloy Members Do Not Count Sessions
17:38 Strategy 2: Student and Teacher Summer Specials
21:50 The Private School Play and the Scholarship Contest
24:32 Strategy 3: Where's Waldo
28:18 Why Jolson Does It Better Than Anyone
29:14 Wrap Up: Three Things You Can Start Today

- Alloy Personal Training

- Learn About The Alloy Franchise Opportunity

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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

JP Middleton started his company out of his mom's basement at 21. No clients, no experience, and no idea what he was getting into. Eight years later, Gym Members Now is a seven-figure operation working with hundreds of fitness businesses, and JP just joined the Alloy vendor network.

In this episode, Alloy founder Rick Mayo sits down with JP to find out what GMN actually does differently. The answer is not the ads. It is everything that happens before and after the ads that most marketing vendors completely ignore: activating dead leads in your existing database, answering missed calls with AI, chasing reviews and turning them into referrals, and following up with new leads within five minutes instead of the industry average of 42 hours.

JP also breaks down the three things that genuinely set GMN apart, why word of mouth is still the only real proof that your business is working, and what he learned about fitness marketing from working inside chiropractic offices, med spas, and roofing companies.

If you are an Alloy franchisee or an independent gym owner wondering why your marketing spend is not converting, this episode has your answer.

Listen in to find out what a real lead-to-member system looks like.

00:00 Your Fault or Our Problem?

02:44 Mom's Basement to Seven Figures

04:42 Why Gym Owners Hire the Wrong Help

07:22 What Makes GMN Different

08:56 Testing on Real Gyms Before Touching Yours

12:04 Cross-Industry Intel from Chiropractors to Roofers

12:46 From Marketing Agency to AI Agency

13:44 98% Check Reviews. Only 9% Ask for Them.

15:22 Mining Dead Leads Before Spending on Ads

16:22 62% of Calls Go Unanswered

17:00 The Harvard Study: Follow Up in 5 Minutes or Lose the Lead

18:46 Two Camps: Blame the Owner or Handle It

23:40 The One Thing Every New Business Owner Needs to Hear

26:28 Shoutout to Andy Gundlach and How It All Came Full Circle

28:08 Last Meal: Dairy Queen, Death Row, and Two Blizzards

- Alloy Personal Training

- Learn About The Alloy Franchise Opportunity

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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

#AlloyPersonalTrainingPodcast #FranchiseOwnership #BusinessLeadership

What does it look like to have a world-class CMO in your corner without the full-time price tag?

In this episode, Alloy founder Rick Mayo sits down with Erin Levzow, CMO at CapitalSpring, to talk about the real value of fractional marketing leadership. Erin has held CMO roles at Wingstop, Freebirds, Museum of Ice Cream, and Marcus Hotels, and now works across the full CapitalSpring portfolio to help franchise brands build stronger marketing systems and better internal teams.

She and Rick dig into how she mentors marketers inside growing companies, why most franchisees make the mistake of betting everything on one marketing channel, and what the faucet-and-bucket analogy tells you about why your spend is or is not working. They also talk about the human connection at the core of the Alloy model and why that matters more than ever in an AI-driven world.

If you are building a franchise brand or trying to get more out of your marketing team, this episode is worth your time.

Listen in to learn what great franchise marketing leadership actually looks like.

00:00 There Is No Silver Bullet

02:48 From Vegas Dead-Body Apartment to CMO

05:00 Wingstop, Museum of Ice Cream and the Road to CapitalSpring

07:32 Why CapitalSpring Recruited Erin onto Their Own Team

09:26 What a Fractional CMO Actually Does Day to Day

13:04 The Cyclical Relationship Between Franchisees and Customers

16:42 Why Alloy Stood Out as a Marketing Story

17:36 Mentoring Marketers Who Want to Do Everything Themselves

21:06 The Faucet and Bucket: Why Dripping Does Not Work

23:36 Do Not Get Drunk on Digital

25:16 The Karaoke Question

- Alloy Personal Training

- Learn About The Alloy Franchise Opportunity

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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