The Franchise Marketing Playbook That Built 400+ Locations with Rick Mayo
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The Franchise Marketing Playbook That Built 400+ Locations with Rick Mayo
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After more than three decades in the fitness industry, Rick Mayo has learned that sustainable franchise growth isn't built on chasing every new marketing trend, it's built on consistency, diversification, and a clear brand strategy.
In this episode of The Art of Franchise Marketing, Erin Martin sits down with the Founder and CEO of Alloy Personal Training to explore how a single personal training studio evolved into a franchise brand with more than 400 locations. Rick shares the lessons he's learned from operating independent gyms, powering major fitness brands behind the scenes, and ultimately launching Alloy as its own franchise system.
The conversation dives into why many brands become "drunk on digital," the continued importance of grassroots marketing and strategic partnerships, and how Alloy balances national marketing with local execution. Rick also discusses the systems his team uses to measure marketing performance, how AI is influencing the future of franchise marketing, and why podcasting has become a valuable tool for franchise development.