BMF pivots to franchising, puts original business through a CVA and appoints Mike Evans to drive global expansion
– 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.”
Be Military Fit BMF fitness franchise British Military Fitness Jan SpaticchiaBear Grylls leads activities on another successful National Fitness Day
Bear Grylls' BMF chooses GloFox platform to drive expansion and deliver new app
BIG unveils Eve Music Hall as Croatia venue nears completion
Bob Rogers hands BRC to long-serving leadership team
Wellness care hospital opens in Vilnius with innovative spa and hospitality concept
Universal and Puy du Fou projects point to rise of Oxford–Cambridge corridor
A proposed Puy du Fou development near Bicester and Universal Destinations and Experiences’ planned resort in Bedford are emerging as part of a wider transformation of the Oxford–Cambridge Growth Corridor into a major centre for UK leisure and tourism investment.
For years, the corridor has been associated primarily with science, technology, housing and university-led economic growth. However, the clustering of large-scale visitor attraction projects along the
All-inclusive eco-wellness development Auko to open near Vietnam’s Son Doong caves
Shedd Aquarium upgrades its visitor experience with new Immersion Theater
Shedd Aquarium has opened the Immersion Theater developed in partnership with SimEx-Iwerks, as part of a wider strategy to enhance the guest experience and create additional revenue opportunities.
The attraction has transformed the aquarium’s Phelps Auditorium into a multi-sensory venue combining panoramic projection, environmental effects and interactive technology.
A new pre-show area allows visitors to engage with augmented reality marine animals before entering the
Mandarin Oriental announces standalone Mansions-branded residences for Abu Dhabi
MCR is planning a luxury hotel for London's BT Tower
Joy as a radical act: Yinka Ilori launches solo exhibition celebrating the rebellious power of spreading happiness
Work gets underway on Madrid's €800 million leisure complex
Work is underway in Madrid on one of Europe’s most significant multi-functional complexes, combining sport, entertainment, culture and education.
The €800 million initiative to regenerate the former Olympic Aquatic Centre in the north-east of the city, next to the Riyadh Air Metropolitano stadium, is being led by Barsento – a joint venture between Live Nation Entertainment, Oak View Group and Atlético de Madrid. The project will
Therme Manchester reveals 90:90 strategy – 90 per cent of the UK population within a 90-minute drive of a Therme
Four Seasons’ Naples Beach Club opens 2,800sq m Sanctuary spa inspired by indigenous Calusa people
Orient Express Corinthian to host Ocean Rebirth wellness retreat in collaboration with Guerlain
Famed London nightclub, Tramp, launches Tramp Health
First look: Miraval opens on the Red Sea in Saudi Arabia
Hainan Science Museum by Ma Yansong, opens in China
A new science museum has opened to the public in Haikou after attracting more than 350,000 visitors during a four-month soft opening period.
Designed by Ma Yansong and his practice MAD Architects, the Hainan Science Museum is located on the edge of Wuyuan River National Wetland Park and has already recorded peak attendance of more than 5,800 visitors in a single day.
Commissioned by
Zannier Île De Bendor launches with design by Hardel Le Bihan Architectes
Sæl Spa readies for launch in London: “a modern British sanctuary”
Immersive art bathhouse Submersive announces debut location in Austin
Construction begins on regenerative wellness destination The Shenandoah Nature Resort
Royal Caribbean reveals record-breaking cruise ship
V&A East opens in London
David Geffen galleries open at LACMA
New venue The Lands by Capella includes a longevity centre to complement sister hotel Capella Sydney
World of Frozen launches at Disneyland Paris
Pical Resort by Valamar reveals first Croatian spa under the ESPA brand
Mandarin Oriental creates end-to-end Egyptian journey with two new hotels and first-ever luxury river cruise
Designers Mendil + Meyer launch new division called Lām Concepts for strategic wellness projects
Wilderness Bisate in Rwanda reveals brand’s second Sanctuary spa
4a Architekten shares details of wellness extension at Salinarium Bad Dürkheim Thermal Spa
Designed to restore neglected land and renew the identity of Iraq’s capital city, Baghdad Sustainable Forests promises a new way of living surrounded by nature. Gensler’s Ian Mulcahay tells us why he thinks the project could become a model for the repair and enhancement of urban centres
