Case Study: How Moon Mission Media Helped Scale Alloy Personal Training’s Franchise
- Brandi Bergeron
- Oct 8
- 3 min read
Updated: Oct 13
Introduction
Alloy Personal Training has grown into one of the fastest-expanding fitness franchises in the U.S., with over 330 awarded and 100+ open studios. But in a crowded fitness market, even the strongest business model needs the right marketing strategy to break through the noise, attract quality franchise buyers, and sustain momentum.
That’s where Moon Mission Media (MMM) came in. As Alloy’s fractional CMO-style partner, MMM embedded directly with their team to build a marketing ecosystem that not only generated leads but helped tell a bigger story about Alloy’s purpose, profitability, and people.
The Challenge
Before partnering with MMM, Alloy faced common franchise growth hurdles:
A crowded franchise market, where fitness concepts compete heavily for attention.
The need to differentiate Alloy’s proven model from “fad” concepts.
Scaling consistent storytelling across multiple channels without overwhelming their in-house team.
Demand for better lead quality, not just more leads.
Our Approach
Moon Mission Media deployed a soul + strategy framework, blending data-driven campaigns with authentic storytelling.
Messaging & Positioning
Refined Alloy’s franchise messaging using a StoryBrand approach clear, compelling, and franchisee-focused.
Built narratives around Rick Mayo’s leadership and Suzanne Robb’s operational excellence, reinforcing Alloy’s credibility.
Content Engine
Launched monthly franchisee newsletters, blogs, and social campaigns with consistent voice and visuals.
Highlighted success stories, conference recaps, and industry recognition to build community and credibility.
Integrated weekly podcasts into the broader content funnel repurposing each episode into blogs, social snippets, and email content that nurtured leads across the entire buyer’s journey (top, middle, and bottom of funnel).
Paid Media Optimization
Scaled campaigns across LinkedIn, Google, and YouTube, aligning spend with the platforms that drive franchise leads.
Audited performance regularly, shifting budget into the highest-performing channels.
Technology Stack Support
Provided ongoing website management and marketing tech stack integration, eliminating the need for Alloy to hire developers.
Ensured marketing, sales, and analytics platforms worked together seamlessly.
Analytics & Transparency
Dashboards for real-time reporting.
Clear visibility into impressions, engagement, and conversion metrics.
Embedded Partnership: All-In Support
What sets Moon Mission Media apart is not just the strategy—it’s the partnership. We act as Alloy’s CMO and marketing department in one, allowing their team to stay focused on what matters most: sales, franchisee success, and growing the business.
Proactive and Reactive Engagement: We monitored every platform, responded in real-time, and nurtured Alloy’s digital communities.
Integrated Talent: With expertise in design and social, Alloy didn’t need to hire outside contractors; we delivered creative, copy, and campaigns in-house.
Comprehensive Execution: From podcasts and blogs to newsletters, press releases, video shoots, and franchisee communications, MMM ensured Alloy’s voice was consistent and credible across all platforms.
Ongoing Partnership: Bi-weekly calls, detailed reporting, and proactive planning kept everything aligned and moving forward.
In short, we didn’t just support Alloy’s marketing; we became Alloy’s marketing.
The Results
330+ franchise locations awarded, 100+ open fueling Alloy’s national expansion.
YoY growth in impressions (345%+) and engagement (38%+) across Alloy’s digital platforms.
10x increase in website traffic and lead submissions compared to the year before MMM engagement.
Newsletter open rates up 83% YoY, reflecting stronger franchisee and lead engagement.
Podcasts became a pillar of Alloy’s thought leadership, feeding every stage of the marketing funnel.
Franchise buyers reported Alloy’s marketing as “clear, credible, and compelling.”
What Alloy Says
“Moon Mission Media didn’t just manage our marketing—they became an extension of our team. Their strategy turned complexity into clarity, helping us attract the right franchise buyers and scale faster than we imagined.” — Rick Mayo, CEO, Alloy Personal Training
Key Takeaway
Alloy’s growth story proves that when strategy, storytelling, and execution align, marketing becomes more than campaigns; it becomes a growth engine.
At Moon Mission Media, we don’t just run ads or write copy. We build ecosystems, integrate tech, and care for the brand as if it were our own. That’s why Alloy trusts us to stand out, scale up, and sustain momentum.
Click to learn more of what Rick has to say about the Moon Mission Team.
