How does the Alloy franchisor
Alloy Franchise · 2025 FDDAnswer from 2025 FDD Document
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Alloy Personal Training ("we", "our" or "us") is a Georgia limited liability company that was formed on May 16, 2019, with its principal place of business at 2500 Old Alabama Road, Suite 24, Roswell, Georgia 30076. We do business under our corporate name and under the franchise name "Alloy". We will refer to the person who buys this franchise as "you" throughout this Disclosure Document. If the franchise purchaser is a business entity, "you" also includes each partner, shareholder and/or other owner of that entity.
We have offered franchises since September 2019. We have never offered franchises in any other line of business or operated a business of the type to be operated by the franchisee. Our agents for service of process are listed in Exhibit A.
Our Parents, Predecessors and Affiliates
We have no parent or predecessor. We have two affiliates.
Our first affiliate is Alloy Personal Training Center, LLC, a Georgia limited liability company formed on January 28, 2016, and located at 9925 Haynes Bridge Road, Suite 600, Alpharetta GA 30022. This affiliate has never offered franchises in this or any other line of business and is not an approved supplier of any product or service you must purchase or lease. This affiliate owns and operates one business of the type being franchised which has been in operation since November 1992 and operated as a sole proprietorship until 2016.
Our second affiliate is Alloy Personal Training Solutions, LLC ("APTS"), a Georgia limited liability company formed on April 20, 2011, and headquartered at our address. APTS has never offered franchises in this or any other line of business, is not an approved supplier of any product or service you must purchase or lease and does not own or operate a business of the type being franchised, although in the past it did offer licenses to health clubs and gyms for group training solutions that these health club and gym owners use as part of their health club facilities and gyms, none of which operate their businesses under the Alloy Proprietary Marks. Most of these owners were existing operators who had generally been in business for at least two years and the revenue derived from the group training was less than 20% of their overall business. APTS does own the Proprietary Marks, described below, which it has licensed to us so that we may sublicense them to our franchisees.
The Franchise Offered
We are offering franchises for Facilities operating under the "Alloy" name ("Facility" or "Franchised Business"). An Alloy Facility provides personal training in a group setting delivered by certified instructors under the name "Alloy". Clients are provided with individualized training programs that are conducted in small groups (up to 6 clients), which allows the clients to receive in-depth instruction while focusing on their specific goals. Each client is assessed using cutting edge technology, a customized workout plan is created that changes with each visit, and client
progress is tracked and goals met using accountability appointments for additional motivation and guidance. Alloy Facilities may also offer products for sale, such as fitness apparel, nutritional products, and other related items. Alloy Facilities operate using our formula, techniques, trade dress, trademarks and logos. Alloy Facilities are generally located in strip shopping centers and free-standing locations and will need approximately 1,500 to 2,000 square feet ("Business" or "Facility").
Our System includes specific equipment, fixtures, furnishings, materials and supplies; methods, uniform standards, specifications and procedures for operations; procedures for management control; training and assistance; and merchandising, advertising and promotional programs, all of which may be changed, improved and further developed (the "System"). The System is identified by certain trade names, service marks, trademarks, logos, emblems and indicia of origin, including the mark "Alloy®", as are now designated and may in the future be designated by us in writing for use with the System (the "Marks" or "Proprietary Marks").
Our System also includes a proprietary software application (the "Alloy App"), which will be customized for each franchisee. The Alloy App will provide you with tools to manage and communicate with your coaches and clients through the personal profile you build. Through the Alloy App, you will be able to build specific, video driven programs for your clients, send messages to your clients, and track each client's results.
Franchise Agreement
We offer the right to establish and operate an Alloy Facility within a specific territory under the terms of a single unit franchise agreement (the "Franchise Agreement"), which is attached to this Disclosure Document as Exhibit B. You may be an individual, corporation, partnership or other form of legal entity. Under the Franchise Agreement, certain parties are characterized as Franchisee's Owners (referred to in this Disclosure Document as "your Owners"). The Franchise Agreement gives you the right to use the Proprietary Marks and the System solely at the approved location.
What This Means (2025 FDD)
According to the 2025 Alloy FDD, Alloy Personal Training, based in Roswell, Georgia, began offering franchises in September 2019. The franchise provides personal training in a group setting, utilizing certified instructors. These facilities offer individualized training programs in small groups of up to six clients, incorporating technology for assessment, customized workout plans, and progress tracking. Alloy facilities may also sell fitness apparel and nutritional products and are typically located in strip shopping centers or free-standing locations, requiring approximately 1,500 to 2,000 square feet.
Alloy's system includes specific equipment, fixtures, furnishings, materials, and supplies, along with standardized operational procedures, management controls, training, assistance, and merchandising programs. The Alloy system is supported by trade names, service marks, trademarks, logos, and emblems, including the "Alloy®" mark. Franchisees also gain access to the "Alloy App," a proprietary software application customized for managing communication with coaches and clients, building video-driven programs, sending messages, and tracking client results.
Alloy offers single-unit franchise agreements that grant franchisees the right to operate an Alloy Facility within a specific territory. Franchisees must maintain sufficient working capital to ensure uninterrupted operation. A Principal Owner, with a majority interest and decision-making authority, and a General Manager/Head Trainer, responsible for day-to-day operations, are required. The franchisor may also establish local or regional advertising groups or marketing cooperatives, in which franchisees will be required to participate. The franchisor also reserves the right to approve the site for the Franchised Business, and franchisees must locate a site within 180 days of signing the Franchise Agreement.