Star Trac / Core Health & Fitness
Star Trac / Core Health & Fitness
Star Trac / Core Health & Fitness
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
Steven Ward will step down from his role as ukactive CEO in April 2019, after ...
Latest News
Franchised fitness operator UFC Gym has appointed zynk Design to help with its roll out ...
Latest News
The latest venture from German wellness operator, Lanserhof, is scheduled to open in May at ...
Latest News
Leisure trust Active Nation has opened a new club in Long Eaton, Nottingham. The operator ...
Latest News
ukactive has signed a three-year partnership with physical activity trade show Elevate. The "strategic alignment" ...
Latest News
Digital health giant Lifesum has signed a partnership deal with non-dance HIIT programme Strong by ...
Latest News
High intensity interval training (HIIT) is a more effective way to lose weight than longer, ...
Latest News
Fitness operator HITIO Gym has signed its first franchise agreement in the UK. The Norway-based ...
Latest News
Leisure operator Everyone Active will begin offering its members free access to a digital resource ...
Latest News
Budget yoga chain MoreYoga has opened a studio in Woolwich, London. The launch is the ...
Latest News
Corporate fitness sales specialist Gympass has secured a three-year extension to its deal with premium ...
Job search
POST YOUR JOB
Featured supplier news
Featured supplier: Crown Sports Lockers upgrades facilities at St Michaels destination spa
St Michaels Resort, an award-winning leisure destination in Cornwall, has completed a £10m expansion programme.
Featured supplier news
Featured supplier: MoveGB launches #MoveAgainstPlastic initiative in Sheffield
A New Year brings the chance for renewed focus and refreshed approaches.
Video Gallery
Harlands Group testimonial
Harlands Group
Harlands Group - Testimonial from 'Unity Leisure'. Read more
More videos:
Company profiles
Company profile: Focus Training
Focus Training is a leading provider of Active IQ and YMCA Awards certified Personal Trainer ...
Company profiles
Company profile: MiE FitQuest
FitQuest (MiE Medical Research) are specialists in the field of human performance measurement. We have ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Architects/designers
Zynk Design Consultants: Architects/designers
Corporate retreats
Barcelona Bootcamp: Corporate retreats
Management software
GymSales: Management software
Flooring
Total Vibration Solutions Ltd: Flooring
Skincare
Sothys: Skincare
Locking solutions
Ojmar: Locking solutions
Audio visual
Lightmasters UK Ltd: Audio visual
Member access schemes
Move GB: Member access schemes
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Exercise equipment
Matrix Fitness: Exercise equipment
Property & Tenders
Waterlooville Hampshire
Horizon Leisure Centres
Property & Tenders
High Lodge, Thetford Forest
Forestry Commission
Property & Tenders
Diary dates
27-28 Feb 2019
Chesford Grange, Kenilworth, United Kingdom
Diary dates
07-09 Mar 2019
Shanghai New International Expo Center, Shanghai, China
Diary dates
Star Trac / Core Health & Fitness
Star Trac / Core Health & Fitness