Paid media costs more every year and delivers less. Kaitlin Bitting, Alloy's new Director of Marketing, has three answers to that problem, and none of them require a single dollar of ad spend.

Rick and Matt are back in the Beats Lab to break down one of the most common and costly mistakes in the fitness business: discounting. They walk through the five psychological reasons owners drop their prices, why none of them are actually about the consumer, and what it really costs you when you do it.

Rick and Matt are back in the Beats Lab. No guest, no agenda, just two guys who have been doing this since before most fitness brands existed, talking through what actually works when summer hits and members start looking for a reason to disappear. Three strategies, all practical, none of them complicated.

In this episode, Rick sits down with JP Middleton, founder of Gym Members Now, the newest addition to the Alloy vendor network. JP started GMN at 21 with no experience, no corporate background, and no clients. What he figured out over eight years is that most gym owners are not losing to bad marketing. They are losing to bad follow-up, missed calls, and dead leads no one ever touches. This episode is about fixing all of that.

In this episode, Rick sits down with Erin Levzow, CMO at CapitalSpring, to talk about what fractional marketing leadership actually looks like inside a growing franchise brand. Erin shares how she helps Alloy and other portfolio companies build smarter marketing systems, mentor internal teams, and stop chasing silver bullets.

In this episode, Rick sits down with Aren Johnstone of Franchise Ramp to break down why most franchise marketing budgets produce less than they should and how splitting the funnel between national and local spend fixes it.

In this episode, Rick sits down with Jimmy Weeks of Internet Strategy Labs to talk about what actually makes a website work. From persona-based design and lead attribution to the shrinking attention span of today's online visitor, Jimmy breaks down the gap between a site that looks good and one that genuinely converts.

What does it really take to scale a fitness brand — and find the right investment partner to help you get there?  In this episode, we sit down with Bryan Dickinson from CapitalSpring to discuss his path into franchise-focused private equity, what it takes to thrive in the industry, and what made Alloy Personal Training a standout investment opportunity. Bryan breaks down how CapitalSpring evaluates brands, why the franchisee experience is central to any smart franchisor investment, and how their growth-first partnership model helps founders scale with confidence.  If you're a founder, franchisee, or fitness professional curious about what smart capital and the right partnership can do for a brand, this episode is worth your time. #AlloyPTFranchise #TeamAlloy #StrongerTogether #CapitalSpring #FranchiseGrowth #FitnessIndustry #PrivateEquity Key Takeways: 1:20 - Bryan's background 2:10 - Discovering consumer & moving to sector specialist at Capital Spring (2019) 3:10 - Joining right before COVID  4:00 - What it takes to succeed in PE 7:10 - Closing on Christmas Eve — staying positive through the hard moments 8:10 - About Capital Spring  9:55 - Origins in food & bev franchising and expanding to gyms, car wash, pet, auto 11:30 - What Capital Spring provides beyond capital  13:00 - Portfolio stats — 280+ investments, 90+ brands, 7,000 brick-and-mortar locations 13:20 - Why investing on both franchisor & franchisee sides gives unique perspective 16:00 - Investment diligence — beyond the financials, what Capital Spring evaluates 17:00 - Why Alloy stood out 17:50 - Why strength training has staying power 18:55 - Longevity trends, GLP-1 tailwinds, and the case for muscle mass 20:05 - Alloy's franchising playbook  22:15 - The importance of great management teams and trust in any partnership 23:20 - Dispelling bad PE narratives — most founder-friendly firm, growth focus only 26:15 - Capital Spring's mission    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

In this episode, we sit down to talk about bringing on a private equity partner, CapitalSpring, and what that really means for our franchisees and our team. We get into why we waited for the right partner, how they’re helping us scale faster, and why this is not just about money.

In this episode, Rick sits down with franchise business coach Tammi to break down the three traits that consistently define successful franchise owners, owner involvement, employee retention, and accountability, and why most struggles in franchising start with leadership, not the system.