Active IQ
Active IQ
Active IQ
Health Club Management

Health Club Management

Follow Health Club Management on Twitter Like Health Club Management on Facebook Join the discussion with Health Club Management on LinkedIn Subscribe to Health Club Management
UNITING THE WORLD OF FITNESS
Get the latest news, jobs and features in your inbox
Health Club Management

Health Club Management

features

People profile: Bear Grylls

Co-owner, BMF

Published in Health Club Management 2018 issue 10
Grylls has earned a following for his feats of endurance
Grylls has earned a following for his feats of endurance
Bear Grylls has bought into BMF – formerly British Military Fitness – now rebranded as Be Military Fit and with its sights set on international expansion through franchising

All round hero and adventurer, Bear Grylls, has extended his involvement with the leisure industry with an investment in BMF. The move comes the same month Grylls opened his new attraction – Bear Grylls Adventure – at the NEC as part of a deal with global theme park operator, Merlin Entertainments.

BMF, formerly British Military Fitness, is to rebrand as Be Military Fit as part of the deal, which is being driven by financing from NM Capital.

The newly rebranded boot camp concept also has a new top team, led by industry veteran Dave Stalker as CEO and Tommy Matthews – formerly head of education at Escape Fitness – as MD.

New investment
NM Capital bought BMF earlier in the year in a deal led by Chris St George, formerly a founding director and shareholder of The Third Space and an original British Military Fitness instructor. Bear Grylls has also taken equity.

Grylls said, “BMF has a special heritage with military personnel and many veterans, and I’m proud to co-own BMF and be joining this incredible family.

“I used to train with BMF in the days before I joined the Reserve SAS and I will always be grateful for their encouragement and support in helping me achieve my fitness goals.

BMF has a network of instructors who deliver military-style boot camps in more than 100 locations across the UK and the new team plan to expland the business and take it to a new generation of customers, including kids and families and people who are new to exercise.

The ultimate goal, says Grylls, is to “Take BMF and its values all around the world,” and the eyes of the investors are set on both UK and overseas expansion via a franchise model, with a number of options available at different price points.

Global Franchise
St George says: “The BMF concept is suited to the franchise model and over the next two years we’ll see significant growth across the business in terms of turnover, locations, member numbers and international expansion.

“Encouraging individuals to develop their own business while leaning on the support of an existing brand is the quickest route to our growth ambitions.”

Stalker believes the team involved have synergistic experience, saying: “Bear Grylls and Chris St George both served in the British Army. Their experience, combined with a results-driven product offering, will engage both active and inactive people in exercise, supporting the government’s drive to create a more active nation.

“Parks offer an unintimidating, easy access venue for boot camp-style workouts and we intend to exploit this opportunity to deliver quality, instructor-led training sessions to groups of likeminded people.”

In his role as MD, Matthews will head up programme development and instructor education. He said: “All BMF programmes follow an ‘endure, transform, belong’ ethos, which is in line with military values. BMF will deliver a results-focused, participant-centred experience for everyone, on every visit.

“Programmes will be delivered in a group setting, promoting strong camaraderie amongst participants.”

BMF will launch with three programmes: ‘Military Fit BMF’, a boot camp-style military fitness experience, designed to “encourage each individual to push themselves to the limit”; ‘Active BMF’ a programme designed for those starting their fitness journey and; ‘Crossrun BMF’, a running club that uses varying intensity and the surrounding environment to create a running experience.

Matthews says, “Over 130 BMF instructors have already graduated from the BMF Academy and are set to deliver these three launch programmes. These instructors will also receive ongoing support from BMF via our dedicated online training programme.

BMF is relaunching, with Bear Grylls as co-owner and Dave Stalker as CEO
BMF is relaunching, with Bear Grylls as co-owner and Dave Stalker as CEO
Dave Stalker as CEO
Dave Stalker as CEO
http://www.leisureopportunities.com/images/491340_159104.png
The adventurer has invested in BMF – formerly British Military Fitness, but now rebranding and launching into franchising
Latest News
Les Mills International (LMI) has enlisted the help of Marvel superheroes as part of efforts ...
Latest News
Xponential Fitness founder Anthony Geisler sees a dominant future for his boutique fitness business, and ...
Latest News
Double Olympic champion Max Whitlock has teamed up with leisure operator Everyone Active and awarding ...
Latest News
Private equity firm TSG Consumer Partners (TSG) has acquired CorePower Yoga from L Catterton for ...
Latest News
Enjoyment is the single biggest factor in motivating children to be active – while "physically ...
Latest News
Spartan, the obstacle course and endurance brand, has launched into the corporate wellness market with ...
Latest News
With the availability of qualified swimming teachers an issue nationally, leisure management trust Stevenage Leisure ...
Latest News
Drinking a protein shake just before going to bed at night might increase gains in ...
Latest News
A new study has found that taking part in structured exercise such as team sports ...
Latest News
The Gym Group has tackled investor chatter about stagnation in market penetration by collaborating with ...
Latest News
Corporate fitness sales specialist Gympass has secured a partnership deal with IWG, one of the ...
Job search
POST YOUR JOB
Featured supplier news
Featured supplier: TRX MAPS offers complete body movement assessment solution
TRX MAPS, powered by PHYSMODO, performs a complete body movement assessment in less than 30 seconds to provide a person with personalised exercises.
Featured supplier news
Featured supplier: The evolution of workplace wellness (and how gyms can capitalise)
In the UK, one in seven people experience health problems in the workplace, and millions more are affected by anxiety and depression.
Video Gallery
Harlands Group Overview
Harlands Group
An overview of the Harlands Group, the membership management experts. Read more
More videos:
Company profiles
Company profile: Dyaco UK Limited
Dyaco UK Limited offers a versatile range of world-class commercial, medical and home fitness and ...
Company profiles
Company profile: GANTNER Ltd
GANTNER is the leading supplier of SMART Card system solutions. Our products are designed for ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Architects/designers
Zynk Design Consultants: Architects/designers
Spa software
SpaBooker: Spa software
Management software
GymSales: Management software
Lockers/interior design
Fitlockers: Lockers/interior design
Audio visual
Lightmasters UK Ltd: Audio visual
Fitness equipment
FunXtion International BV: Fitness equipment
Direct debit solutions
Debit Finance Collections: Direct debit solutions
Skincare
Comfort Zone - Davines S.p.A: Skincare
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Member access schemes
Move GB: Member access schemes
Property & Tenders
Huddersfield
Kirklees Active Leisure
Property & Tenders
New Brighton, Wirral, Merseyside
Wirral Borough Council
Property & Tenders
Diary dates
27-28 Mar 2019
Eastwood Hall, Nottingham, United Kingdom
Diary dates
24-25 Apr 2019
Business Design Centre, London, United Kingdom
Diary dates
Active IQ
Active IQ