Transitioning from professional sports to business ownership is no easy feat; however, former NFL star Matt LaCosse is proving that the same dedication, discipline, and leadership skills that made him successful on the field can be applied to the world of fitness franchising.
As the multi-unit owner of Alloy Personal Training in North Naperville, Illinois, Matt has taken the lessons he learned from playing under legendary coaches like Tom Coughlin and Bill Belichick and applied them to building a thriving fitness business. His approach to leadership, team-building, and staying uncomfortable for continuous growth is driving his success in the fitness franchise industry.In this article, we’ll explore Matt’s journey from the NFL to real estate to fitness franchising, the business philosophies he’s adopted, and the secrets behind his success with Alloy Personal Training.
The Journey: From the NFL to Entrepreneurship
Growing up in Naperville, Illinois, Matt LaCosse was surrounded by athletics. His parents were both Division 1 athletes, and he quickly found success in multiple sports. His journey took him to the University of Illinois, where he played tight end before entering the NFL. Over his seven-year NFL career, Matt played for three teams.
Playing in the NFL is one of the most competitive environments imaginable. With only one tight end on the field per play and a 2.4-year average career length, Matt had to prove himself every day. This relentless work ethic and adaptability became crucial as he moved into business ownership.
After retiring from football in 2021, Matt and his wife, Jessica, began investing in real estate. They built a successful rental and renovation business, but Matt soon found himself looking for another challenge. He didn’t want to buy a job, nor did he want to start a business from scratch. That’s when he turned to franchising.
Why Alloy Personal Training?
Interestingly, Matt was adamant about not investing in a fitness franchise when he was first began looking at opportunities. When he first met with a franchise broker, he specifically said: “I will look at every concept besides a fitness concept.”Why? Because he didn’t want to follow the stereotypical path of an ex-NFL player opening a gym only to lose money. However, when his broker introduced him to Alloy Personal Training, something clicked. After two Discovery Days and meeting with Alloy executives, Matt and Jessica were all in.
What Sets Alloy Apart?
- Simplicity: The Alloy model is streamlined and effective, with a focus on small-group personal training for adults over 40.
- Proven Systems: Instead of reinventing the wheel, Matt saw a proven blueprint for success with clear processes and strong support from Alloy HQ.
- Leadership Team & Culture: During Discovery Day, they were impressed by the leadership team and the culture at Alloy. The focus on team-building, community, and results resonated with them.
- Scalability: The high-retention model meant that instead of chasing hundreds of new members each month, he could focus on maintaining 130-150 members and providing a high-quality experience.
Applying NFL Leadership Lessons to Business Success
Matt credits his NFL career and coaches with instilling in him the leadership skills and mental toughness needed to succeed in business.
1. Leadership & Accountability
One of the most powerful lessons Matt learned in the NFL was the “Do Your Job” philosophy made famous by Bill Belichick. “Do Your Job isn’t just about football—it’s about showing up every day and giving your best effort in whatever role you play.” He applies this principle in Alloy Personal Training by:
- Hiring the right people and giving them clear roles.
- Setting expectations and holding his team accountable.
- Providing support and making sure employees feel valued.
2. Building a Winning Team
Matt deliberately hired the best people for his Alloy team. His Head Coach, Mike, and the entire team embody Alloy’s culture of care and professionalism. You’ll never write a standard workout program that applies to all clients at Alloy. Your job is to make Alloy workouts personalized. We don’t want you wasting time programming—we want you building relationships with members.
He followed the “hire slow, fire fast” rule—waiting until grand opening to hire his Head Coach because he wanted the right cultural fit.
3. Relentless Work Ethic
In the NFL, you’re always competing for your job. There’s no comfort zone. Matt applies this same mentality to his business by:
- Staying aggressive with marketing and lead follow-ups.
- Focusing on continuous improvement.
- Never getting complacent.
Secrets to Pre-Sale and Business Success
1. Pre-Sale Mastery: Consistency & Connection
Matt’s first Alloy location launched with strong pre-sales, and he credits this to relentless consistency and personal connection. He said, “We called and texted leads every day. We got to know them personally before they even walked in the door.”
2. The Power of Culture
One of the biggest drivers of success at Alloy North Naperville is the culture Matt and his team have built.
- Trainers love working there because they are treated well and paid well.
- Clients feel like family, thanks to a welcoming, high-energy atmosphere.
- Accountability is a priority, both for staff and members.
3. Client Retention Over Constant Sales
Unlike high-churn fitness models, Alloy focuses on keeping members for the long haul. “We aren’t chasing 500 members. We focus on keeping 130 members happy and getting them results,” says Matt. This high-retention model allows Alloy locations to scale while maintaining quality.
How Matt Is Scaling With Multiple Locations
After a strong launch and hitting 130+ members within nine months, Matt is now opening his second Alloy location. His long-term vision includes:
- Continuing to grow Alloy in Naperville and beyond.
- Focusing on quality over quantity.
- Developing future leaders within his team.
- Prioritizing work-life balance, ensuring that he can spend time with his wife and kids while growing his business.
Final Takeaways: What Aspiring Franchisees Can Learn from Matt LaCosse
- Find a Business Model That Fits You: Alloy’s proven systems allowed Matt to plug in and execute without reinventing the wheel.
- Leadership & Culture Matter More Than You Think: Hiring the right people and creating a great environment is key to long-term success.
- Stay Uncomfortable: Growth happens when you push yourself beyond your comfort zone.
- Consistency Wins in Pre-Sales and Operations: Relentless follow-ups and relationship-building made his pre-sale a record-breaking success.
- Success is a Long-Term Game: Retention matters more than quick wins—focusing on member experience leads to sustainable business growth.
Matt LaCosse has successfully transitioned as an NFL star to fitness franchising, applying the leadership, discipline, and competitive edge that made him a standout athlete.His passion for people, focus on culture, and commitment to continuous growth have turned Alloy North Naperville into a thriving business—and he’s only just getting started. For aspiring franchise owners, Matt’s journey is proof that if you choose the right business, hire the right team, and commit to excellence, success will follow.
Podcast 274
Key Takeaways
- Intro (00:00)
- Matt’s NFL Career Journey (01:32)
- Leadership Lessons from Tom Coughlin and Bill Belichick (06:27)
- Transitioning to Real Estate and Franchising (10:41)
- Why Matt Chose Alloy Despite Saying “No” to Fitness (14:27)
- “Stay Uncomfortable” Philosophy for Growth (16:26)
- Secrets to Pre-Sale Success: Consistency and Connection (23:05)
- Building the Right Team and Culture (24:53)
- Importance of Leadership in Franchising (27:04)
Additional Resources:
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