Alloy

The vendor opportunity at Alloy

Alloy is a fitness franchise headquartered in Georgia with 129 total units—128 franchised and a single company-owned location. The system reported 66.2% year-over-year unit growth in its 2026 Franchise Disclosure Document, signaling an aggressive expansion trajectory. For software vendors, this means a growing base of franchisees who must adopt the franchisor’s mandated technology stack. The royalty rate is 7.0%, and the initial franchise term runs 10 years. Average unit volume is not disclosed in the most recent FDD. The absence of a disclosed parent company suggests Alloy operates independently, which often concentrates procurement authority at the franchisor level.

Who controls software purchasing

The 2026 FDD lists five executives in Item 1. Rick Mayo serves as Chief Executive Officer and Founder, and Suzanne Robb is the Chief Operating Officer. These two roles typically hold final authority over enterprise software decisions. Matt Helland, VP of Club Operations, and Chamberlynn Campuzano, VP of Corporate Operations, are likely influencers for operational and member-facing platforms. Jared Breen, VP of Real Estate and Construction, may weigh in on facility-related technology. No multi-unit operators are mapped in our corpus, reinforcing that purchasing control sits squarely with the franchisor. Vendors should direct initial outreach to the CEO and COO, with operational VPs as secondary contacts.

Mandated and current tech stack

Alloy’s Item 11 technology mandates are specific and restrictive. The franchisor requires all franchisees to use the Alloy App, Alloy HQ, and Alloy Ops—three proprietary platforms that likely cover member engagement, back-office management, and operational workflows. Additionally, the FDD mandates CRM software without naming a specific vendor, leaving room for a preferred or approved solution. The most notable third-party mandate is Mindbody by Mindbody, Inc., a widely used fitness industry platform for scheduling, point-of-sale, and membership management. Any software vendor pitching Alloy must demonstrate integration capability with Mindbody and the proprietary Alloy suite, or risk immediate disqualification.

Procurement, renewals, and timing

Item 8 of the 2026 FDD contains no extract regarding procurement or supplier designation. This means the franchisor’s formal supplier approval process—if one exists—is not publicly detailed. Vendors should prepare for a direct sales conversation to uncover whether Alloy uses a designated supplier model, an approved vendor list, or an open procurement approach. Renewal conditions in Item 17 require franchisees to give written notice between 6 and 12 months before the end of a 10-year term, pay a $5,000 renewal fee, and sign the then-current franchise agreement. These renewal windows, combined with rapid unit growth, create natural opportunities for technology evaluation and vendor switching. The remodeling and modernization requirements tied to renewal may also trigger system upgrades.

How to read the Alloy FDD

The 2026 Alloy Franchise Disclosure Document is embedded below for full reference. Key sections for software vendors include Item 11 (mandated technology), Item 1 (executive team), and Item 17 (renewal and modernization obligations). The FDD is filed with state franchise regulators and provides the most authoritative source on what the franchisor requires, who enforces those requirements, and when franchisees must comply. For a ranked target list of franchise systems aligned with your software category, FranCloud can help you prioritize outreach based on tech mandates, growth rates, and decision-maker concentration.