Exercise Professionals - BMF plans to diversify and 'go global' through franchising...
16 Oct 2019 Exercise professionals: News, jobs and training
 
 
HOME
JOBS
NEWS
FEATURES
PRODUCTS
FREE DIGITAL SUBSCRIPTION
PRINT SUBSCRIPTION
ADVERTISE
CONTACT US
Sign up for FREE ezine
Latest news

08 Oct 2019

BMF plans to diversify and 'go global' through franchising
BY Tom Walker

Matthews said BMF is actively looking to franchise the concept

Matthews said BMF is actively looking to franchise the concept

Be Military Fit (BMF) is planning to diversify its offer – and then expand globally through franchising – according to managing director Tommy Matthews.

Speaking to HCM magazine, Matthews said the company is keen to grow its footprint – but to do so has had to look hard at transforming its offer.

The outdoor fitness specialist has traditionally been associated with military-style training, often led by former military personnel.

"We’ve begun to diversify beyond these bootcamp-style classes, introducing new programmes to extend the appeal of BMF," Matthews said.

"For example, our Active programme has been designed for complete beginners, including older adults. We also have a programme called Crossrun, which is an elite-level running club programme, allowing us to add real value to those looking to do a 5k, a marathon or an ultra-marathon.

"BMF can and should be operating multiple different programmes to attract a much broader demographic, creating long-term stability for the business.

"No matter what the trends are in the industry, we will then have a solid base of members from all different groups, so we’ll be much more future-proofed than boutiques specialising in one discipline."

Matthews added that, alongside the diversification of the offer, BMF is actively looking to franchise the concept – and has already come up with a number of different models to test out.

"The current 120 existing park locations are owned and operated by BMF, but we’re now moving into franchising.

"Traditionally, BMF has involved an instructor turning up at the park with a backpack or van full of kit – but there’s no reason to limit it to this," he said.

"Our instant vision was to install BMF containers all over the world: shipping containers that open up for a class, with all the equipment inside that you’re going to need to create an outdoor group training studio, whether that’s on a rooftop in China or in a central London location. We also envisaged a third option: an indoor model that could be a standalone studio or a club-in-club concept.

"We’ve now developed these three models, all of which have military themes.

"The licensed physical trainer – the guy in the park with the backpack or van – we’re calling our ‘Deployed Training Camp’. Containers are ‘Base Training Camps’ and the indoor facilities are called ‘Headquarters’.

"Base Training Camps and Headquarters each occupy 3,000sq ft and cater for 50 participants, and it’s here, in these more controlled environments, that we’ll be launching our XERT, Strong and Wild programmes. It will be with this model – an authentic military fitness offering in an indoor environment – that we will aim to compete in the boutique market."

The company has now launched a pilot programme to assess how it will proceed with franchising.

"The franchise model is currently being tested inside Oxygen Freejumping in Leeds: it had some under-utilised space and put in a BMF studio to cater for parents while their kids were busy bouncing on the trampolines," Matthews said.

"We’ll test the franchise model in the UK and then roll it out internationally.

"Within the UK, we’ll aim to own and operate the cities and then franchise in smaller towns and other areas; we picture a situation whereby a franchisee might take on one indoor or container site and then operate multiple parks around that same area.

"Internationally, we can probably expand even faster. China is a market we’re looking at closely, because Bear is incredibly popular there; we expect to predominantly open standalone indoor studios in China due to the environment in the cities. We also see a lot of potential in the US, India and the Middle East, as well as some European markets."

• To read a full interview with Matthews, click here for the September issue of HCM magazine.



Connect with
Exercise Professionals
Magazine:
View issue contents
Sign up:
Instant Alerts/zines

Print edition
 

News headlines
Aussie fitness chain Viva continues acquisition programme – picks up Healthworks
Aussie fitness chain Viva continues acquisition programme – picks up Healthworks   16 Oct 2019

Australian health club operator Viva Leisure has acquired eight Healthworks Fitness Centres in the state of Queensland. Healthworks offers .... more>>
GWI report: global physical activity sector worth US$828bn
GWI report: global physical activity sector worth US$828bn   15 Oct 2019

The physical activity economy is now a US$828bn (€752bn, £655bn) market – and its value is expected to grow further to US$1.1tn (€1tn, £870bn) by .... more>>
Workouts are with a view through one of world's largest glass panels in Invisible Studio-designed gym
Workouts are with a view through one of world's largest glass panels in Invisible Studio-designed gym   14 Oct 2019

UK-based architects Invisible Studio, founded by Piers Taylor, have designed a 150sq m (1,600sq ft) gym for the Newt Hotel in Somerset that they say .... more>>
The Foundry plans to expand its inclusive boutique fitness concept outside of London
The Foundry plans to expand its inclusive boutique fitness concept outside of London   14 Oct 2019

Boutique fitness operator The Foundry, which offers free and subsidised classes for those on state benefits, is preparing to expand its presence .... more>>
Colliers: health and fitness sector presenting 'great opportunities' for real estate developers
Colliers: health and fitness sector presenting 'great opportunities' for real estate developers   11 Oct 2019

Real estate developers are increasingly looking to tap into the "great opportunities" being offered by the growth of the UK’s health and fitness .... more>>
CMO report: 10 recommendations to end childhood obesity
CMO report: 10 recommendations to end childhood obesity   10 Oct 2019

The outgoing chief medical officer, professor Dame Sally Davies, has called for urgent action across the industry – and the public sector – to help .... more>>
Company profile


Harlands Group

At Harlands Group, we offer clients transparent revenue management services, clear pricing with no hidden charges.

View full profile>>

Catalogue gallery


Featured Supplier

Crown Sports Lockers to launch sector first at IHS 2019

Crown Sports Lockers to launch sector first at IHS 2019

Crown Sports Locker will launch a waterproof locker that will open the door to facilities demanding a sustainable solution for wet changing areas. More>>




in this issue

• CMO report: 10 points to end obesity
• BMF plans to diversify and 'go global'
• UK museum infrastructure is 'crumbling'



Latest jobs

Jobs Search



Assistant General Manager
Salary: 100% of your PT earnings
Location: Swindon, UK
Company: The Gym Group
Personal Trainer / Fitness Trainer
Salary: 100% of your PT earnings
Location: Sunbury-on-Thames, UK
Company: The Gym Group
Personal Trainer / Fitness Trainer
Salary: 100% of your PT earnings
Location: Greater Manchester, UK
Company: The Gym Group
Health & Fitness Supervisor
Salary: Up to £23,894 PA
Location: London, UK
Company: GLL
Diary dates
Powered by leisurediary.com

15-16 Oct 2019

Independent Hotel Show

Olympia London, London, United Kingdom


15-17 Oct 2019

Global Wellness Summit

Grand Hyatt, Singapore



Health Club Management magazine 2019 issue 9
Health Club Management
2019 issue 9

View issue contents
View on turning pages
Download PDF
  Cycling: Chain reaction
What makes the perfect indoor cycle class and what trends are coming down the track for operators and instructors? We round up the views of suppliers More>>
  fitness-kit.net: Product Innovations
Check out the most innovative new products in health and fitness from Aerofit, PhysioNow, Eleiko and NOHrD More>>


Health Club Management magazine 2019 issue 8

Health Club Management
2019 issue 8

View issue contents
View turning pages
Download PDF
  On the Cover: Martin Seibold
The industry veteran is building a new fitness company More>>
  Events calendar:
Don’t miss these important industry events, taking place in August and September, including FIBO China, IHRSA Fitness Brasil and National Fitness Day More>>


Published by The Leisure Media Company Ltd Portmill House, Portmill Lane, Hitchin, Herts SG5 1DJ. Tel: +44 (0)1462 431385 | Contact us | About us | © Cybertrek Ltd