Suzzane Rob: Building A Legacy of Resilience

The health, wellness, and fitness industry has long thrived on convention, promising familiar routines and reliable outcomes. But true breakthroughs demand bold disruptors. Visionaries are willing to rewrite the rules and reshape the way people experience health. Now more than ever, we need innovators who see beyond the status quo, leaders whose impact goes far beyond their business metrics.

Suzanne Robb, the Chief Operating Officer at Alloy Personal Training Franchise, embodies precisely this kind of trailblazing leadership along with a rare blend of operational expertise and deep empathy.

With over two decades of experience in the fitness and wellness industry, Suzanne has held senior roles across global organizations, but what makes her leadership style stand out is how rooted it is in clarity, calm execution, and people-first decision-making.

Before stepping into her role at Alloy, Suzanne spent over 16 years at a surgical practice, running the day-to-day business and building a cohesive team. Her perspective and a system-minded approach make her the ideal partner to Rick Mayo as Alloy scales its franchise model with precision and purpose.

Outside of work, Suzanne is a mother, grandmother, nature enthusiast, and lifelong learner. She’s passionate about creating a space for women in leadership, especially in industries like fitness, where representation matters.

Suzanne brings the same care and intentionality to her personal life that she brings to her work; whether it’s hiking with her family, reading about behavioral psychology, or mentoring emerging leaders in the wellness space.

From Client to Co-founder

Suzanne never envisioned herself leading one of the fastest-growing fitness franchises in the country. Her entry into the world of health and wellness wasn’t strategic—it was personal. Over 30 years ago, long before she became the Co-founder and COO of Alloy Personal Training, Suzanne stepped into Rick Mayo’s gym as a client looking to reclaim her health after the birth of her youngest child. That decision changed the trajectory of her life.

The gym quickly became my second home. More than a place to exercise, it was where Suzanne formed a meaningful friendship with Rick Mayo, the studio’s founder. As the years passed, that friendship turned into a professional collaboration.

Rick, impressed by Suzanne’s natural ability to organize and execute, asked her to help coordinate his speaking engagements and support a new business concept he had in mind. Though her background wasn’t in the fitness industry, Suzanne had a track record of building systems and getting things done. What began as a part-time favor soon evolved into a significant business partnership.

Together, they built a licensing company that eventually served more than 2,500 gyms globally. By 2014, Suzanne officially became Rick’s business partner. The path was far from typical, but her grounded, system-focused mindset became the backbone of the company’s expansion.

The next big chapter came in 2019 when Suzanne and Rick made the pivotal decision to transition Alloy from a licensing model to a full-scale franchise. The leap was bold and came with formidable challenges. Just months into this transformation, the world was blindsided by COVID-19, a crisis that brought the fitness industry to a grinding halt. Alloy didn’t award another franchise for more than a year. But giving up was never on the table.

Suzanne led with patience and resilience. She leaned into the company’s strongest assets: small, personalized training studios; science-based programming; and a community-first mindset. The Alloy model was inherently suited for adaptability. Throughout the pandemic, the team focused on supporting franchise partners and refining systems that would help them bounce back stronger.

That trying period not only tested their business—it validated their values. The systems Suzanne had helped build stood strong. The relationships they nurtured within their franchise community became the glue that held everything together.

Leading with Clarity

At the core of Suzanne’s leadership is a simple but powerful philosophy: clarity, accountability, and service. These aren’t just buzzwords. They are daily practices embedded into every layer of the organization. Suzanne believes that sincere candor is the foundation of strong teams. She doesn’t shy away from difficult conversations; instead, she sees them as opportunities to strengthen bonds and drive alignment.

One of her most defining leadership rituals is meeting with every new hire during their first month on the team. These check-ins aren't just about reviewing job roles or ticking boxes; they're about making sure new team members feel seen, supported, and aligned with Alloy’s culture. Suzanne pays close attention to how they’re settling in, their level of support, and whether they feel connected to the mission.

This people-first approach extends to Alloy’s network of franchisees as well. Suzanne sees the franchise relationship as transactional but deeply relational. She and the team walk alongside owners at every stage of their journey—from onboarding to long-term growth. Communication is constant. The message is clear and consistent: “We’re on the same team.”

Her leadership style sets the tone across the entire Alloy system. It ensures that culture doesn’t get diluted as the company scales, and it reinforces one of the company’s central truths—that relationships matter just as much as results.

Technology as the Backbone

In Suzanne’s system-driven approach to business, technology plays a central role in enabling both scale and consistency. At Alloy Personal Training, every layer of experience from client to coach to owner is supported by a carefully integrated tech stack designed to minimize friction and maximize performance.

For members, this means individualized programming and progress tracking that enhances their personal training experience. For coaches, tablets on the training floor provide direct access to tools that support delivery and customization in real-time. And franchise owners and performance dashboards deliver clear, actionable insights into business metrics. Every feature is built with simplicity and effectiveness in mind.

This use of technology isn’t just for convenience. It’s essential for delivering on Alloy’s promise of personalized fitness within a scalable franchise model. From scheduling and billing to coach support and business oversight, the systems in place are foundational to the company’s ability to maintain quality while expanding nationally.

People First, Always

Suzanne’s focus on people is evident in how Alloy identifies, supports, and grows talent across the organization. The hiring process prioritizes alignment with the company’s core values over traditional resumes. Beyond qualifications, the team looks for individuals who share the company’s mindset and long-term vision.

Once onboard, new hires go through a structured integration process that includes weekly one-on-one meetings and the use of tools that align personalities with specific roles. These early touchpoints help lay the groundwork for stronger team cohesion and long-term growth within the company.

Mentorship is also a key part of Alloy’s internal development strategy. Suzanne, having benefited from mentors throughout her own career, is intentional about paying that forward. She invests time in supporting emerging leaders both within the corporate team and throughout the broader franchise network. Franchisees are encouraged to foster similar relationships, creating a culture where learning and development are ongoing priorities.

Growth by Design

Alloy’s trajectory shifted significantly once its initial franchisees began operations and quickly found success, even under challenging market conditions. These early successes provided a confidence boost throughout the franchise system, validating the effectiveness and scalability of Alloy’s model. Suzanne and her team invested strategically in expanding the franchise sales and support infrastructure, facilitating faster growth and improved delivery of services.

Statistics clearly illustrate Alloy’s impressive growth since its transition to franchising. Over 330 franchises have been awarded across 37 states, with 92 studios already operating and 90 more in the development phase. Currently, Alloy opens five to six new studios each month.

The success rate of the franchise model is further underscored by a remarkable 65% of franchisees choosing to become multi-unit developers, demonstrating high level of confidence and satisfaction with the brand. Additionally, Alloy studios typically experience high member retention rates and often achieve early break-even points, further emphasizing the financial viability and appeal of the franchise offering.

Suzanne identifies Alloy’s clear understanding of its target audience and steadfast commitment to serving that audience well as fundamental reasons behind the company’s sustained success. By consistently supporting franchisees, refining operational systems, and honoring commitments, Alloy has cultivated a reputation for reliability and quality in the fitness industry.

A Future Built on Focus and Values

As Alloy Personal Training looks ahead, Suzanne Robb emphasizes that any future expansion or innovation is directly tied to the real needs and opportunities identified by franchisees, internal teams, and operational data. Suzanne and her team maintain a disciplined approach to innovation, ensuring every proposed idea undergoes thorough testing and validation before it is integrated across the company.

Recent successes, such as Alloy’s onboarding and pre-sale system, illustrate how this measured approach contributes significantly to the company's growth. By requiring a minimum of 75 signed memberships before opening, new franchisees begin operations with built-in momentum and financial stability.

The system is comprehensive, offering detailed pre-training preparations, week-long live training sessions, carefully designed marketing assets, and ongoing coaching. This structured process ensures each new studio experiences immediate success, setting a robust foundation for long-term profitability and growth.

Suzanne also addresses the careful management of risks within the business. All major decisions are evaluated based on clear criteria: Do they benefit franchisees? Do they reinforce the Alloy brand? Once alignment is established, new initiatives are piloted on a small scale.

Outcomes are meticulously tracked, measured, and analyzed before broader implementation. Open communication and established trust across the franchise network further strengthens Alloy’s capability to navigate and manage change effectively.

Reflecting on her journey, Suzanne acknowledges how profoundly her initial decision to step into Rick Mayo’s neighborhood gym has shaped her career and life. She never anticipated the extensive impact Alloy would eventually have, touching thousands of lives and providing deep fulfillment. Yet, Suzanne remains confident that the best is still ahead.