POST YOUR JOB ONLINE
Free ezine/digital edition sign up
Jobs   News   Features   Video    Products   Magazine      Advertise  
NEWS
BMF pivots to franchising, puts original business through a CVA and appoints Mike Evans to drive global expansion
POSTED 21 Oct 2020 . BY Tom Walker
In the last 12 months, under the BMF Franchising brand, the company has built a franchise business with more than 70 locally-operated clubs Credit: Be Military Fit
We are more than just a business and the opportunity to help tens of thousands of members and new members to train anywhere in the years ahead is highly motivating
– Mike Evans
Be Military Fit (BMF) has completed a restructuring project, designed to transform the outdoor fitness provider from a centrally-led company into a franchise business.

Shareholders Bear Grylls and investor, Chris St George, acquired the former British Military Fitness business out of administration in 2018 and subsequently invested substantially in the brand which, according to sources speaking to HCM, was previously operating "a flawed, direct operations business model".

The business was renamed Be Military Fit at this point.

In the last 12 months, under a new BMF Franchising brand, the company has built a franchise business with more than 70 locally-operated clubs across the UK – with many of the former staff joining the network as franchisees.

The final stage of the process, completed this month, saw the acquisition of the final direct operations club into the franchise network.

This has now resulted in the original direct operation business being put into a company voluntary arrangement (CVA) process. It is not yet known who the creditors of this business are, or the extent of the debt involved.

Jan Spaticchia, vice chair of BMF group, said: "We've spent the last year transitioning the Be Military Fit owner-operated business into a modern vibrant and ambitious outdoor fitness franchise business.

"That process is now complete and the iconic BMF brand will continue to be at the forefront of our franchise business as it expands."

Spaticchia added that the new approach – focusing on "passionate local owners, supported by a powerful national brand" – proved critical during the summer COVID-19 lockdown, when BMF pivoted its membership offer to online and invited members to support their local club through the medium.

"We saw 83 per cent of members choose to continue to pay for membership of this online service throughout lockdown to rave reviews," Spaticchia said.

"In fact, during this period the business achieved a net promoter score of 72. The online offering has resulted in an added benefit that BMF members who had moved overseas are now returning to the brand via the online access."

The strategic move has been accompanied by the appointment of industry veteran, Mike Evans, as operations director of BMF's UK and international franchise operations.

Evans, who served 11 years in the British Army, has spent the past 25 years working at director level for major fitness brands – including Goodlife, Holmes Place and Virgin Active, across the UK, South Africa, Europe and Australia.

“A very exciting time for BMF and, having already met with all the franchisees across the BMF network, I’m delighted that most are keen to expand their operations," Evans said.

"As an ex-military professional myself, I have always had huge admiration for BMF and its commitment to communities.

"We are more than just a business and the opportunity to help tens of thousands of members and new members to train anywhere in the years ahead is highly motivating.”
RELATED STORIES
Bear Grylls leads activities on another successful National Fitness Day


The UK's physical activity sector has come together to get millions of people active during National Fitness Day 2020.
Bear Grylls' BMF chooses GloFox platform to drive expansion and deliver new app


Be Military Fit (BMF), the outdoor fitness operator which is co-owned by Bear Grylls and NM Capital, has chosen Glofox as its software partner for both its UK and international franchise network.
MORE NEWS
Chris Whitty: physical activity must play key role in nation’s recovery
Professor Chris Whitty, the chief medical officer for England, has said exercise and physical activity should play a key role in the UK's recovery from the pandemic – as well as the way the nation shapes its future health care plans.
'Rebel' uk gym owner Nick Whitcombe becoming global advocate for fitness
Nick Whitcombe, the independent gym owner who refused to shut his gym during the October tier 3 restrictions, is becoming a fitness industry campaigner of international renown.
The fitness industry can drive the UK’s economic recovery from the pandemic, says Huw Edwards
This year's UK government Spending Review, announced in Parliament by chancellor Rishi Sunak on 25 November, offers the physical activity sector opportunities to "transform communities", according to industry body, ukactive.
100k people to get free gym sessions as fitness industry strengthens its position as an essential service
Up to 100k people will benefit from the free gym and physical activity sessions, thanks to a partnership between ukactive, NHS England and Improvement (NHSE/I), Sport England and the National Academy for Social Prescribing.
+ More news   
LATEST JOBS
Personal Trainer
NRG Gym Limited
Salary: Competitive
Job location: Lewisham, London, UK
Assistant Manager
NRG Gym Limited
Salary: Competitive
Job location: Lewisham, London, UK
Personal trainers
Everyone Active
Salary: Unlimited earning potential
Job location: Aqua Vale Swimming & Fitness Centre, Aylesbury , United Kingdom
Personal trainers
Everyone Active
Salary: Unlimited earning potential
Job location: Swan Pool & Leisure Centre, Buckingham , United Kingdom
Personal trainers
Everyone Active
Salary: Unlimited earning potential
Job location: Wickford Swim and Sports Centre, Wickford , United Kingdom
Personal trainers
Everyone Active
Salary: Unlimited earning potential
Job location: Eversley Leisure Centre , United Kingdom
+ More jobs  

FEATURED SUPPLIERS

Cryotherapy specialists, L&R Kältetechnik, launch new artofcryo.com division
L&R Kältetechnik has launched a new division, named artofcryo.com, after 30 years’ experience with -110 °C electrical solutions. [more...]

Not all fitness content is equal
With the launch of 22 SERIES, a pioneering, new cardio line powered by iFit® – the world’s leading on-demand fitness streaming platform – Freemotion Fitness aims to change the way we think about – and deliver – fitness content to truly engage members. [more...]
COMPANY PROFILES
Keiser UK Ltd

We relentlessly pursue solutions that push the limits of fitness science. Better science. Better [more...]
+ More profiles  
CATALOGUE GALLERY
 
+ More catalogues  

VIDEO GALLERY

MyZone Group Ltd - A new Zone is here
A new zone is here for your club, for your members and for you. Find out more...
+ More videos  

DIRECTORY
+ More directory  
DIARY

 

01-02 Dec 2020

MIPIM Asia Summit

Grand Hyatt Hotel, Hong Kong SAR
01-03 Dec 2020

Self-Care and Personal Sustainability Summit

Kripalu Center for Yoga and Health, Massachusetts, United States
+ More diary  
 
ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
 
HCM
LEISURE OPPORTUNITIES
HEALTH CLUB HANDBOOK
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS
ADVERTISE . CONTACT US

Leisure Media, Portmill House, Portmill Lane,
Hitchin, Hertfordshire SG5 1DJ Tel: +44 (0)1462 431385

©Cybertrek 2020
Jobs   News   Products   Magazine
NEWS
BMF pivots to franchising, puts original business through a CVA and appoints Mike Evans to drive global expansion
POSTED 21 Oct 2020 . BY Tom Walker
In the last 12 months, under the BMF Franchising brand, the company has built a franchise business with more than 70 locally-operated clubs Credit: Be Military Fit
We are more than just a business and the opportunity to help tens of thousands of members and new members to train anywhere in the years ahead is highly motivating
– Mike Evans
Be Military Fit (BMF) has completed a restructuring project, designed to transform the outdoor fitness provider from a centrally-led company into a franchise business.

Shareholders Bear Grylls and investor, Chris St George, acquired the former British Military Fitness business out of administration in 2018 and subsequently invested substantially in the brand which, according to sources speaking to HCM, was previously operating "a flawed, direct operations business model".

The business was renamed Be Military Fit at this point.

In the last 12 months, under a new BMF Franchising brand, the company has built a franchise business with more than 70 locally-operated clubs across the UK – with many of the former staff joining the network as franchisees.

The final stage of the process, completed this month, saw the acquisition of the final direct operations club into the franchise network.

This has now resulted in the original direct operation business being put into a company voluntary arrangement (CVA) process. It is not yet known who the creditors of this business are, or the extent of the debt involved.

Jan Spaticchia, vice chair of BMF group, said: "We've spent the last year transitioning the Be Military Fit owner-operated business into a modern vibrant and ambitious outdoor fitness franchise business.

"That process is now complete and the iconic BMF brand will continue to be at the forefront of our franchise business as it expands."

Spaticchia added that the new approach – focusing on "passionate local owners, supported by a powerful national brand" – proved critical during the summer COVID-19 lockdown, when BMF pivoted its membership offer to online and invited members to support their local club through the medium.

"We saw 83 per cent of members choose to continue to pay for membership of this online service throughout lockdown to rave reviews," Spaticchia said.

"In fact, during this period the business achieved a net promoter score of 72. The online offering has resulted in an added benefit that BMF members who had moved overseas are now returning to the brand via the online access."

The strategic move has been accompanied by the appointment of industry veteran, Mike Evans, as operations director of BMF's UK and international franchise operations.

Evans, who served 11 years in the British Army, has spent the past 25 years working at director level for major fitness brands – including Goodlife, Holmes Place and Virgin Active, across the UK, South Africa, Europe and Australia.

“A very exciting time for BMF and, having already met with all the franchisees across the BMF network, I’m delighted that most are keen to expand their operations," Evans said.

"As an ex-military professional myself, I have always had huge admiration for BMF and its commitment to communities.

"We are more than just a business and the opportunity to help tens of thousands of members and new members to train anywhere in the years ahead is highly motivating.”
RELATED STORIES
Bear Grylls leads activities on another successful National Fitness Day


The UK's physical activity sector has come together to get millions of people active during National Fitness Day 2020.
Bear Grylls' BMF chooses GloFox platform to drive expansion and deliver new app


Be Military Fit (BMF), the outdoor fitness operator which is co-owned by Bear Grylls and NM Capital, has chosen Glofox as its software partner for both its UK and international franchise network.
MORE NEWS
Chris Whitty: physical activity must play key role in nation’s recovery
Professor Chris Whitty, the chief medical officer for England, has said exercise and physical activity should play a key role in the UK's recovery from the pandemic – as well as the way the nation shapes its future health care plans.
'Rebel' uk gym owner Nick Whitcombe becoming global advocate for fitness
Nick Whitcombe, the independent gym owner who refused to shut his gym during the October tier 3 restrictions, is becoming a fitness industry campaigner of international renown.
The fitness industry can drive the UK’s economic recovery from the pandemic, says Huw Edwards
This year's UK government Spending Review, announced in Parliament by chancellor Rishi Sunak on 25 November, offers the physical activity sector opportunities to "transform communities", according to industry body, ukactive.
100k people to get free gym sessions as fitness industry strengthens its position as an essential service
Up to 100k people will benefit from the free gym and physical activity sessions, thanks to a partnership between ukactive, NHS England and Improvement (NHSE/I), Sport England and the National Academy for Social Prescribing.
UK fitness sector facing fight to keep group exercise open in tier 3 areas
To the relief of the sector, the UK government confirmed yesterday (23 November) that gyms, health clubs and leisure centres will be allowed to open under all three tiers of the new COVID-19 alert system when lockdown ends on 2 December.
Parliamentary debate: it's 'unthinkable' gyms could be forced to close during future lockdowns, say MPs, but minister is non-committal
Closing gyms and leisure facilities during any possible future lockdown would be "unthinkable", according to Catherine McKinnell, MP for Newcastle upon Tyne North.
+ More news   
 
FEATURED SUPPLIERS

Cryotherapy specialists, L&R Kältetechnik, launch new artofcryo.com division
L&R Kältetechnik has launched a new division, named artofcryo.com, after 30 years’ experience with -110 °C electrical solutions. [more...]

Not all fitness content is equal
With the launch of 22 SERIES, a pioneering, new cardio line powered by iFit® – the world’s leading on-demand fitness streaming platform – Freemotion Fitness aims to change the way we think about – and deliver – fitness content to truly engage members. [more...]
COMPANY PROFILES
Keiser UK Ltd

We relentlessly pursue solutions that push the limits of fitness science. Better science. Better [more...]
+ More profiles  
CATALOGUE GALLERY
+ More catalogues  

VIDEO GALLERY

MyZone Group Ltd - A new Zone is here
A new zone is here for your club, for your members and for you. Find out more...
+ More videos  

DIRECTORY
+ More directory  
DIARY

 

01-02 Dec 2020

MIPIM Asia Summit

Grand Hyatt Hotel, Hong Kong SAR
01-03 Dec 2020

Self-Care and Personal Sustainability Summit

Kripalu Center for Yoga and Health, Massachusetts, United States
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media, Portmill House, Portmill Lane,
Hitchin, Hertfordshire SG5 1DJ Tel: +44 (0)1462 431385

©Cybertrek 2020

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS