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British Military Fitness
British Military Fitness
British Military Fitness
Health Club Management

Health Club Management

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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.

If you would like to get each issue of HCM magazine sent direct to you for FREE, plus the weekly HCM ezine, sign up now!
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.

If you would like to get each issue of HCM magazine sent direct to you for FREE, plus the weekly HCM ezine, sign up now!
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

News

Industry body ukactive has launched an Independent Operators' Steering Group, catering for members who run
The UK's fitness industry can finally get back to business on Saturday 25 July, following
HCM understands a decision on reopening dates for gyms and also for spas will be
Interest in gym reopening in England is reaching fever pitch, with an announcement expected any
Exercising increases levels of a protein hormone secreted by the bones which has a powerful
A free-to-access training platform has launched to help the sport and fitness workforce confidently return
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As countries around the world gear up to relax their lockdown rules, there remains a
Glasgow Life, which runs leisure and culture facilities on behalf of Glasgow City Council, has
Fitness equipment firm Nautilus Inc is looking for a buyer for its commercial equipment brand
Boutique gym operator, Gymbox, faced threats of legal action over its bid to reopen on
Technogym has announced the launch of live streaming and on-demand classes. The new content will
A number of gym operators are concerned that local lockdowns could come into effect in
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SIBEC
SIBEC
1 - 15 of 11,508
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Working with Precor, Aberdeen Sports Village has undergone a £500k overhaul to strengthen the user experience and put digital connectivity at the core of its offering
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David Lloyd Leisure has launched a raft of outdoor classes, including an enhanced role for its Battlebox concept, as Liz Terry reports
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BMF, the outdoor fitness franchise company co-owned by Bear Grylls, is launching a £1m initiative designed to offer financial support to PTs and exercise professionals in getting back to work after the lockdown
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Finally, the time has come: fitness and health facilities around the globe are gradually resuming operations.
Featured supplier news
Featured supplier: Incorpore and MoveGB ink groundbreaking partnership to transform corporate wellness offering
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Video Gallery
BMF with Bear Grylls - Mission to reboot the fitness industry
British Military Fitness
BMF with Bear Grylls has put up a £1m fund to get personal trainers, fitness instructors and class instructors back to work and earning money. Read more
More videos:
Company profiles
Company profile: Technogym
Founded in 1983, Technogym is a world-leading international supplier of technology and design-driven products and ...
Company profiles
Company profile: Xn Leisure Systems Ltd
Xn Leisure is a provider of cutting-edge health and fitness software, offering exceptional service to ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Lockers/interior design
Fitlockers: Lockers/interior design
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Trade associations
International SPA Association - iSPA: Trade associations
Management software
Fisikal: Management software
Exercise equipment
Power Plate: Exercise equipment
Fitness software
Go Do.Fitness: Fitness software
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
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Property & Tenders
Greywell, Hampshire
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Loews Coronado Bay Resort, Coronado, United States
Diary dates
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British Military Fitness
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