Alloy Personal Training franchise unit economics
Alloy facilities run about 1,700 square feet on small-group personal training sold as one, two or three sessions a week. The 73 open the whole of 2025 averaged $394,981 of revenue on 93 members, $347.79 a member a month, against recommended prices of $319 to $719. Members stay 10.3 months at the 90.33% average retention, and a new facility must pre-sell 75 members before it is allowed to open.
- Primary source
- Alloy Personal Training Franchising, LLC, 2026 Franchise Disclosure Document
- Items read
- Items 5 and 6 for fees; Item 7 for cost to open; Item 19 for sales and any profit figure; Item 20 for the location count
- Population
- 73 of 128 locations
- Our calculations
- Marked on the page with an asterisk. Method
- Last reviewed
- 26 September 2026
Disclosure-based. Not a forecast, not an offer to sell a franchise, and not advice.
An Alloy member pays $347.79 a month and stays 10.3 months, which is $3,597 of revenue. A facility has to pre-sell 75 members before it may open, and the system settles at 93, so the launch campaign delivers 80.6% of the book before the first session is taught.
- A member is worth $3,597 over 10.3 months.$347.79 a month at 90.33% retention *; at the worst month on file, 88.77%, the stay is 8.9 months and $3,097.
- A facility pre-sells 75 members and settles at 93.80.6% of the steady-state book *, and month-one revenue averages $27,482 against the $26,084 that 75 members at the system rate would give.
- Matched locations grew 12.3% from month one to month six.$27,017 to $30,346 across the 26 that reported six months *, and month six annualizes to 92.2% of the full-year system average.
- The $286-a-week technology fee is 11.24% of the lowest-selling locations’s revenue and 2.05% of the highest-selling’s.$14,872 a year either way *, 43 member-months of billing.
- Rent runs $17 to $65 a square foot, so the same 1,700 feet costs $28,900 or $110,500.7.3% to 28.0% of the system average *, which is why the brand sets membership price tiers by market rent.
How much does a Alloy Personal Training franchise make?
The average Alloy Personal Training unit reported $394,981 of revenue in the 2026 FDD. The brand’s disclosure document discloses revenue and not profit, so what an owner keeps depends on the cost structure set out below. Fees come off the top first, at about 12.8% of sales across royalty, brand fund and the rest of the stack. Revenue is not income. Rent, wages, cost of goods and the franchise fees all come out before an owner is paid. The figures for the highest-selling and lowest-selling businesses are below.
The member and the month
93 members at $347.79, held for ten months.
Across the same 73 facilities, the book is 93 members paying $347.79 a month, of whom 9 leave every month.
| Measure | Average | Median | Highest | Lowest | Top to bottom * |
|---|---|---|---|---|---|
| Active monthly memberships | 93 | 89 | 212 | 34 | 6.24× |
| Revenue a member a month | $347.79 | $350.37 | $415.07 | $252.93 | 1.64× |
| Monthly retention | 90.33% | 90.31% | 91.18% | 88.77% | n/a |
| Months a member stays * | 10.34 | 10.32 | 11.34 | 8.90 | 1.27× |
| Lifetime revenue a member * | $3,597 | $3,616 | $3,943 | $3,097 | 1.27× |
Membership counts, revenue per member and retention are as the brand reported it; the last two rows and the final column are marked *.
Nine members leave every month. 9.67% of 93 *, 108 cancellations a year against a book of 93, so a facility replaces its whole membership inside eleven months.
A facility at the worst month’s retention loses $500 of value a member. $3,097 against $3,597 *; across 93 members that is $46,500 of book value between August and January.
Members vary 6.24 times and price varies 1.64 times. 34 to 212 against $252.93 to $415.07 *. The headcount is where the range lives.
The realized price sits between two published tiers.
The brand recommends four pricing tiers, chosen with the franchisee on market rent, and reports how the system’s memberships split across session frequencies. The average member pays $347.79, which is above Tier 1’s two-a-week price and below Tier 2’s.
| Tier | Two sessions a week | Three sessions a week | Against the realized $347.79 * |
|---|---|---|---|
| Tier 1, rural and similar markets | $319 | $359 | 9.0% above the two-a-week price |
| Tier 2 | $399 | $479 | 12.8% below the two-a-week price |
| Tier 3 | $479 | $599 | 27.4% below |
| Tier 4 | $559 | $719 | 37.8% below |
Tier prices and the mix are as the brand reported it; the comparison column is marked *.
Moving the average member from $347.79 to Tier 2’s $399 is worth $57,150 a year. $51.21 a month across 93 members *, 14.5% on the system average revenue.
By sales and years open
$252,824 to $554,978, and years open accounts for part of it.
The same 73 facilities sort two ways, by revenue quartile and by how long they have been open. Both land at $394,981, two angles on one system.
| quartile | Facilities | Average | Median | Lowest | Highest | Reaching the average | Members at $347.79 * |
|---|---|---|---|---|---|---|---|
| First | 18 | $554,978 | $540,157 | $481,374 | $726,675 | 7 / 39% | 133 |
| Second | 18 | $428,009 | $422,735 | $389,121 | $473,864 | 9 / 50% | 103 |
| Third | 18 | $352,011 | $353,306 | $316,816 | $387,984 | 9 / 50% | 84 |
| Fourth | 19 | $252,824 | $267,187 | $132,350 | $315,342 | 11 / 58% | 61 |
| All 73 | 73 | $394,981 * | n/a | $132,350 | $726,675 | n/a | 95 |
Facility counts, revenue figures and the attainment column are as the brand reported it; the all-facility average and the member column are marked *.
| Time open | Facilities | Average | Median | Lowest | Highest | Reaching the average | Members at $347.79 * |
|---|---|---|---|---|---|---|---|
| 12 to 24 months | 45 | $371,358 | $377,483 | $132,350 | $633,526 | 23 / 51% | 89 |
| 24 to 36 months | 16 | $424,181 | $425,724 | $209,073 | $638,400 | 8 / 50% | 102 |
| 36 months and over | 12 | $444,633 | $442,473 | $194,317 | $726,675 | 6 / 50% | 107 |
Every figure here is as the brand reported it apart from the member column, which is marked * on the same basis as the table above.
Three years of trading is worth 18 members. $444,633 against $371,358 is $73,275, which at $347.79 a month is 17.6 members *, 19.7% more revenue for 20% more members.
The top quartile holds 72 more members than the bottom. 133 against 61 *, and the bottom quartile has the highest attainment rate of the four at 58%, so it is a tight group.
The highest-selling facility bills 5.49 times the lowest-selling facility. $726,675 against $132,350 *, while the quarter averages span only 2.19 times.
Top performers
What separates the top Alloy Personal Training performers
Alloy Personal Training splits its locations into groups instead of publishing one average. The best group averaged $554,978 a year. The worst averaged $252,824. Both run the same brand, on the same agreement, paying the same fees.
Decided before you open
- Trade area and site.A 2.2× gap between bands is not an operating gap. Catchment, daytime population and what sits next door set the ceiling before the first customer arrives.
- Capacity, fixed at build.Locations run 1,500 to 2,000 square feet. What you can sell is set by the build, and the build does not change after opening.
- What you spend to open.Opening costs $272,357 to $534,417, a 2.0× range inside one brand. The high end usually buys more capacity, so the cheapest build is not always the cheapest route to the top band.
Live operating levers
- Members, the operating driver.This model bills on members. The owner watches how many people join, how many cancel, and what a member spends beyond the plan. It is worth watching every week, because by the time it turns up in a monthly close the quarter is half gone.
- Fees, and where the minimum bites.Fees run about 12.8% of sales. A minimum sits underneath the percentage, so the low-volume location pays the higher effective rate. The brand charges the weakest locations the most. Work out the sales level where the percentage overtakes the minimum and know which side of it you are on, because the answer changes what an extra dollar of sales is worth.
- The first year.This filing shows how a new location builds up, so the ramp can be underwritten from the document rather than assumed. Read two things out of it: the month sales cross the point where costs are covered, and how much cash you fund before that month arrives. Everything before break-even is paid for by you.
Context you underwrite around
- The reporting screen.73 of 128 locations are behind these figures. Locations open less than the full year, brand-owned, or not meeting the reporting criteria are excluded, as are locations under the brand’s current size standard, so the numbers describe locations that cleared that screen, not the system as a whole.
- What the disclosure leaves out.Item 19 publishes no profit or cost data for franchised locations, no median, no attainment figure. Anything below the sales line has to come from the franchisor or from owners you call.
The first year
Month one at $27,482, month six at $30,346.
The 54 locations that opened during 2025 each have a month-by-month revenue line from their first month onward. Averaging them by month of operation gives the clearest opening curve in this category.
| Month of operation | Locations reporting | Average revenue * | Median * | Lowest | Highest | Annualized * |
|---|---|---|---|---|---|---|
| 1 | 54 | $27,482 | $26,502 | $12,031 | $50,160 | $329,784 |
| 2 | 49 | $29,367 | $28,669 | $12,576 | $50,604 | $352,404 |
| 3 | 47 | $29,826 | $28,235 | $13,457 | $47,835 | $357,912 |
| 4 | 40 | $29,442 | $30,633 | $12,451 | $47,896 | $353,304 |
| 5 | 30 | $29,605 | $28,960 | $15,058 | $45,625 | $355,260 |
| 6 | 26 | $30,346 | $30,049 | $11,773 | $47,244 | $364,152 |
| 7 | 22 | $29,905 | $29,052 | $14,609 | $45,230 | $358,860 |
| 8 | 16 | $30,620 | $28,714 | $14,763 | $46,224 | $367,440 |
| 9 | 12 | $29,382 | $28,167 | $15,770 | $43,165 | $352,584 |
| 10 | 7 | $30,594 | $29,447 | $14,907 | $45,025 | $367,128 |
| 11 | 4 | $28,232 | $28,743 | $16,681 | $38,761 | $338,784 |
Every underlying monthly figure is as the brand reported it, location by location and named. The averages, medians and annualized column are marked *, from 307 individual monthly figures across the 54 locations.
Matched locations grew 12.3% across six months. The 26 locations reporting a sixth month averaged $27,017 in month one and $30,346 in month six *, the same locations compared against themselves.
Month six annualizes to 92.2% of what a mature facility bills. $364,152 against $394,981 *, so a new location is within 8% of the system average inside half a year.
Month one already annualizes to $329,784. 83.5% of the system average *, which is the 75-member pre-sale requirement arriving as revenue on day one.
The widest first month was $50,160 and the narrowest $12,031. 4.2 times *, so the pre-sale campaign sets where a location starts.
Rent, tier and the brand’s cut
Rent is the variable that sets the price.
Lease cost runs $17 to $65 a square foot, the top of that range including common-area charges, taxes and insurance. On the 1,700 square feet an average facility occupies that is $28,900 or $110,500. The membership tier a franchisee is placed on depends partly on market rent.
| Rate a square foot | 1,500 sq ft | 1,700 sq ft | 2,000 sq ft | Share of $394,981 at 1,700 sq ft * | Member-months it costs * |
|---|---|---|---|---|---|
| $17, the low end | $25,500 | $28,900 | $34,000 | 7.3% | 83 |
| $30 | $45,000 | $51,000 | $60,000 | 12.9% | 147 |
| $45 | $67,500 | $76,500 | $90,000 | 19.4% | 220 |
| $65, the high end with charges | $97,500 | $110,500 | $130,000 | 28.0% | 318 |
The $17 to $65 a square foot range, the 1,500 to 2,000 square foot size and the 1,700 square foot average facility are as the brand reported it. Every dollar figure, share and member-month count is marked *.
The rent range is worth 235 member-months. $81,600 between the two ends on 1,700 square feet *, more than twice the entire membership book of an average facility for a year.
12.77% to the brand, and the technology fee is flat. (Items 5 and 6)
| Revenue | Royalty at 7% | Brand fund at 2% | Technology | To the franchisor | Share | With local marketing at 2% | At 8% |
|---|---|---|---|---|---|---|---|
| $726,675, the highest facility | $50,867 | $14,534 | $14,872 | $80,273 | 11.05% | 13.05% | 19.05% |
| $554,978, the first quartile | $38,848 | $11,100 | $14,872 | $64,820 | 11.68% | 13.68% | 19.68% |
| $394,981, the system average | $27,649 | $7,900 | $14,872 | $50,421 | 12.77% | 14.77% | 20.77% |
| $252,824, the fourth quartile | $17,698 | $5,056 | $14,872 | $37,626 | 14.88% | 16.88% | 22.88% |
| $132,350, the lowest facility | $9,265 | $2,647 | $14,872 | $26,784 | 20.24% | 22.24% | 28.24% |
Rates, the technology fee and the revenue figures are as the brand reported it; every dollar figure and share is marked *.
The technology fee alone costs the lowest-selling facility 11.24% of its revenue. $14,872 against $132,350 *, against 2.05% at the top quarter, and it is 43 member-months of billing at either end.
The brand’s percentage lines are 9%, and the flat fee turns that into 11.05% to 20.24%. A 9.19-point swing across the system on the same rate card *.
$272,357 to open, and the launch campaign is $30,000 of it.
| Line | Low | High | Share of the low column * |
|---|---|---|---|
| Initial franchise fee | $60,000 | $60,000 | 22.0% |
| Building work | $62,128 | $167,580 | 22.8% |
| Furniture, fixtures and equipment | $48,186 | $84,112 | 17.7% |
| Grand opening marketing | $30,000 | $40,000 | 11.0% |
| Additional funds, three months | $15,000 | $55,000 | 5.5% |
| Architect and project management | $15,550 | $33,000 | 5.7% |
| Rent, three months | $14,400 | $31,800 | 5.3% |
| Signage | $8,083 | $29,875 | 3.0% |
| Professional fees | $5,000 | $10,000 | 1.8% |
| Computer system | $4,700 | $6,900 | 1.7% |
| Lease and utility deposits | $4,000 | $7,500 | 1.5% |
| Training expenses | $1,660 | $3,350 | 0.6% |
| Miscellaneous | $1,500 | $2,500 | 0.6% |
| Permits and licenses | $1,000 | $3,000 | 0.4% |
| Insurance, three months | $600 | $1,800 | 0.2% |
| Office supplies | $300 | $1,000 | 0.1% |
| Initial inventory | $250 | $500 | 0.1% |
| Total | $272,357 | $534,417 | 100% |
Amounts are as the brand reported it and the share column is marked *.
Payback on the low estimate is 0.69 times a year of revenue. $272,357 against $394,981 *, $2,929 for each of the 93 members an average facility holds.
The system tripled in two years.
| Year | Franchised at start | Opened | Terminated | Franchised at end | Affiliate-operated | Transfers |
|---|---|---|---|---|---|---|
| 2023 | 12 | 18 | 0 | 30 | 1 | 3 |
| 2024 | 30 | 48 | 1 | 77 | 1 | 5 |
| 2025 | 77 | 54 | 3 | 128 | 1 | 8 |
Every figure is as the brand reported it, and start plus openings less terminations reconciles to the year-end count in all three years.
The system opened 18 facilities for every one it lost in 2025. 54 against 3 *, after 48 against 1 and 18 against zero.
Most of the system is still finding its ceiling. 45 of the 73 reporting facilities are between one and two years old, and 61 more are signed and unopened *, so the benchmark an owner measures against is itself still moving.
Questions we get asked
Questions owners ask.
What does an Alloy facility bill?
The 73 facilities open the whole of 2025 averaged $394,981 with a range of $132,350 to $726,675. By quartile the averages run $554,978, $428,009, $352,011 and $252,824. By age, 12-to-24-month facilities average $371,358, 24-to-36-month ones $424,181 and those past three years $444,633.
What is a member worth?
$347.79 a month on average, with a median of $350.37 and a range of $252.93 to $415.07. At the 90.33% average monthly retention a member stays 10.3 months and brings $3,597. The average facility holds 93 members, the median 89, with a range of 34 to 212.
What happens in the first year?
A facility must pre-sell 75 members before it is allowed to open, so month one already averages $27,482, 83.5% of the system average annualized. Across the 26 new locations that reported six months, revenue rose 12.3% from month one to month six. Month six annualizes to 92.2% of what a mature facility bills.
What does the space cost?
Lease cost runs $17 to $65 a square foot (the top of that range including common-area charges, taxes and insurance) on 1,500 to 2,000 square feet, 1,700 on average. That is $28,900 to $110,500 a year, or 7.3% to 28.0% of system average revenue. Market rent also feeds the pricing tier a franchisee is placed on.
What does the brand take?
A 7% royalty and a 2% brand development fund on gross sales, both charged weekly, plus a technology fee of $286 a week. Local marketing is a recommended 2% to 8% spent with approved suppliers. At the system average that is $50,421 to the franchisor, 12.77% of revenue, rising to 20.24% at the lowest-selling facility because the technology fee is flat.
What does it cost to open?
$272,357 to $534,417, of which $60,000 is the franchise fee, $62,128 to $167,580 building work, $48,186 to $84,112 equipment and $30,000 to $40,000 the pre-sale and grand opening campaign. Fees actually collected during 2025 ran from $45,000 to $60,000.
- No median. Only an average is published, which a few large locations can lift on their own.
- No profit figure. The filing reports sales and not earnings, so what an owner keeps is not disclosed.
- No cost lines. Wages, rent and cost of goods are not broken out, so margin cannot be rebuilt from the document.
- No attainment figure. The filing does not say how many locations reached the average it publishes.
Questions worth putting to Alloy Personal Training
The filing answers what it answers. These are the gaps an owner or a buyer should close directly.
- What do locations at the median spend on wages and rent as a share of sales? The filing reports sales only.
- What separates the highest-selling locations from the lowest: trade area, years open, size, or the owner?
- How long does a new location take to reach the average you publish, and what does the build-up look like month by month?
- At what level of sales do the minimum charges stop applying and the percentage take over?
- How many Alloy Personal Training locations closed, were sold, or changed hands last year, and why?
Run your own numbers.
The Franchise Finance Diagnostic runs the same checks on your own numbers. It scores where you stand and compares you with Item 19 of your brand’s FDD. It works out what one location earns and spends, and builds a 13-week cash forecast. Checks whether you are ready to open another one. It is free and it runs in your browser.
Launch the diagnostic →What is a point of retention worth to you?
A structured review of your unit economics, cash forecast. Reporting, built around members on the books, revenue a member against your tier, retention month by month. Rent measured as a share of what you bill.
Request the reviewthe franchise library, all 243 brands · how franchise unit economics work · running the books across several locations · what Averan does for franchise owners
Alloy Personal Training reads against the rest of the personal training group: Discover Strength · Fit Body Boot Camp · Fitness Together · GYMGUYZ. The personal training guide compares all of them on the same figures.
Questions owners ask next
The figures above raise these, and each one is answered on its own page.
- At what level of sales does a minimum fee stop costing me more than the percentage?How royalty, ad fund and minimums actually work on a monthly statement.
- How much cash do I fund before a new location covers its own costs?A 13-week forecast for the months before break-even.
- My payroll percentage keeps climbing. Is that a payroll problem?Usually it is a revenue problem wearing a payroll costume.
- I run several locations. Which ones actually make money?Location-level contribution, and what it takes to see it.
- How much of Item 19 can I rely on?What a financial performance representation does and does not tell you.