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UNITING THE WORLD OF FITNESS
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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.

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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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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 for FREE ezines & magazines
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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Focus Training
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Rich Hutson

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Featured supplier: Eleiko makes deadlifting more accessible with the Öppen Deadlift Bar
Eleiko, a Swedish weightlifting equipment specialist, is reinforcing its position in the strength and fitness market with the launch of the Öppen Deadlift Bar,
Featured supplier news
Featured supplier: 30 and thriving: Physical Company celebrates landmark anniversary
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Opinion
promotion
As an industry, we still underestimate the power of a truly varied fitness regime - and the growing appetite for it, especially among emerging customer segments.
Opinion: Collaboration vs aggregation - what’s the difference?
An ever-increasing number of Brits are engaging in sporting events, setting themselves goals and looking to increase their fitness levels....
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Video Gallery
Optimum Nutrition for Health and Performance.
Optimum Nutrition
Optimum Nutrition for Health and Performance is an Association for Nutrition (AfN) certified nutrition course & approved for CPD points from REPs and CIMSPA. Read more
More videos:
Company profiles
Company profile: TVS Group
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Here at Healthcheck Services, we want to empower you, your clients & your staff to ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Direct debit solutions
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Trade associations
International SPA Association - iSPA: Trade associations
Governing body
EMD UK: Governing body
Locking solutions
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Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
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Property & Tenders
Kirklees Active Leisure
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