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FIBO Exhibition
FIBO Exhibition
FIBO Exhibition
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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

News

BMF teams up with Bear Grylls and rebrands as 'Be Military Fit'

Outdoor fitness specialist British Military Fitness (BMF) has taken the radical step to rebrand its business, after partnering with celebrity survivalist Bear Grylls.

The new name – Be Military Fit – is part of a strategy to expand the brand to new audiences, including those who are currently inactive.

Retaining its old acronym, BMF’s new vision is to 'Get the Nation Fit for Life' and will see the company introduce "an innovative outdoor fitness offering", inspired by its military-style workouts.

The new company will be jointly owned by venture capital firm NM Capital and Bear Grylls Ventures – which manages all television, film, books, licensing and endorsement deals for Bear Grylls.

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

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

"Our goal as a team now is to take this business to the next level and to a whole new generation, including kids and families – knowing that when we train together, we train better and more consistently.

"As Europe’s largest outdoor fitness company, we aim to expand our programmes to a broader market and then take BMF and its values all around the world.”

Operating at sites across the UK, many of BMF’s fitness sessions will continue to be led by ex-military personnel.

BMF is Europe’s largest outdoor fitness company training 30,000 people a year across 140 sites.

The move comes just a week after Bear Grylls opened his first, branded visitor attraction in Birmingham.

Developed in partnership with Merlin Entertainments, The Bear Grylls Adventure cost £20m to build and will be operated by Merlin under license until 2026.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Outdoor fitness specialist British Military Fitness (BMF) has taken the radical step to rebrand its business, after partnering with celebrity survivalist Bear Grylls.
SAR,HAF,FIT,IND,PTS,SAM,PHR
THUMB29080_76158.jpg
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Click on a catalogue to view it online
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Diary dates
18-19 Sep 2021
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21-24 Sep 2021
Messe Stuttgart, Germany
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13-14 Oct 2021
Online,
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04-07 Nov 2021
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01-03 Feb 2022
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15-16 Jun 2022
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01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates

News

BMF teams up with Bear Grylls and rebrands as 'Be Military Fit'

Outdoor fitness specialist British Military Fitness (BMF) has taken the radical step to rebrand its business, after partnering with celebrity survivalist Bear Grylls.

The new name – Be Military Fit – is part of a strategy to expand the brand to new audiences, including those who are currently inactive.

Retaining its old acronym, BMF’s new vision is to 'Get the Nation Fit for Life' and will see the company introduce "an innovative outdoor fitness offering", inspired by its military-style workouts.

The new company will be jointly owned by venture capital firm NM Capital and Bear Grylls Ventures – which manages all television, film, books, licensing and endorsement deals for Bear Grylls.

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

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

"Our goal as a team now is to take this business to the next level and to a whole new generation, including kids and families – knowing that when we train together, we train better and more consistently.

"As Europe’s largest outdoor fitness company, we aim to expand our programmes to a broader market and then take BMF and its values all around the world.”

Operating at sites across the UK, many of BMF’s fitness sessions will continue to be led by ex-military personnel.

BMF is Europe’s largest outdoor fitness company training 30,000 people a year across 140 sites.

The move comes just a week after Bear Grylls opened his first, branded visitor attraction in Birmingham.

Developed in partnership with Merlin Entertainments, The Bear Grylls Adventure cost £20m to build and will be operated by Merlin under license until 2026.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Outdoor fitness specialist British Military Fitness (BMF) has taken the radical step to rebrand its business, after partnering with celebrity survivalist Bear Grylls.
SAR,HAF,FIT,IND,PTS,SAM,PHR
THUMB29080_76158.jpg

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FIBO Exhibition
FIBO Exhibition
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HCM Magazine
Product innovation
“A great atmosphere is just as important to the fitness journey as the right workout routine, says LEDSnaps’ CEO, Ian Kirby
HCM Magazine
Sponsored
With gyms reopening as the fitness industry recovers from the impact of lockdowns, members are seeking social interaction and engaging training experiences in a small group setting
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UHC Spa is open to Urban Health Club members as well as operating as a standalone business
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Fuel the debate about issues and opportunities across the industry. We’d love to hear from you – [email protected]
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The pandemic has disrupted everything and as businesses across the leisure industry reshape themselves to survive and thrive, new competition is emerging that will change the sector
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Featured supplier news
Featured supplier news: 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.
Featured supplier news
Featured supplier news: Introducing the Official Hammer Strength Box: a complete small group training solution
With gyms reopening as the fitness industry recovers from the impact of the pandemic, members are seeking social interaction and engaging training experiences in a small group setting.
Featured operator news
Featured operator news: Everyone Active bolsters Everyone on Demand and enters second year with five new partnerships
Everyone Active has signed a number of new deals which will see the operator strengthen its digital product offering, Everyone on Demand.
Featured operator news
Featured operator news: Being active helps Parkwood Leisure customers save the NHS £16m
Parkwood Leisure, one of the UK’s leading public leisure facilities operators, helped prevent more than 7,000 cases of stroke, dementia, depression and type 2 diabetes in 2019, saving the NHS £16 million, a new social value report has shown.
Company profiles
Company profile: FIBO Global Fitness
FIBO Global Fitness is the leading international trade show for fitness, wellness & health....
Company profiles
Company profile: Octane Fitness UK
A global innovator of innovation and variety in fitness equipment, Octane Fitness, a True Fitness ...
Supplier Showcases
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Catalogue Gallery
Click on a catalogue to view it online
Directory
Skincare
Comfort Zone - Davines S.p.A: Skincare
Management software
Premier Software Solutions: Management software
Architects/designers
Zynk Design Consultants: Architects/designers
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Red Light Therapy
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Fitness equipment
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Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Wearable technology solutions
MyZone: Wearable technology solutions
Salt therapy products
Himalayan Source: Salt therapy products
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
13-14 Oct 2021
Online,
Diary dates
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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FIBO Exhibition
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