NEWS
BMF pivots to franchising, puts original business through a CVA and appoints Mike Evans to drive global expansion
POSTED 21 Oct 2020 . BY Tom Walker
In the last 12 months, under the BMF Franchising brand, the company has built a franchise business with more than 70 locally-operated clubs Credit: Be Military Fit
We are more than just a business and the opportunity to help tens of thousands of members and new members to train anywhere in the years ahead is highly motivating
– Mike Evans
Be Military Fit (BMF) has completed a restructuring project, designed to transform the outdoor fitness provider from a centrally-led company into a franchise business.

Shareholders Bear Grylls and investor, Chris St George, acquired the former British Military Fitness business out of administration in 2018 and subsequently invested substantially in the brand which, according to sources speaking to HCM, was previously operating "a flawed, direct operations business model".

The business was renamed Be Military Fit at this point.

In the last 12 months, under a new BMF Franchising brand, the company has built a franchise business with more than 70 locally-operated clubs across the UK – with many of the former staff joining the network as franchisees.

The final stage of the process, completed this month, saw the acquisition of the final direct operations club into the franchise network.

This has now resulted in the original direct operation business being put into a company voluntary arrangement (CVA) process. It is not yet known who the creditors of this business are, or the extent of the debt involved.

Jan Spaticchia, vice chair of BMF group, said: "We've spent the last year transitioning the Be Military Fit owner-operated business into a modern vibrant and ambitious outdoor fitness franchise business.

"That process is now complete and the iconic BMF brand will continue to be at the forefront of our franchise business as it expands."

Spaticchia added that the new approach – focusing on "passionate local owners, supported by a powerful national brand" – proved critical during the summer COVID-19 lockdown, when BMF pivoted its membership offer to online and invited members to support their local club through the medium.

"We saw 83 per cent of members choose to continue to pay for membership of this online service throughout lockdown to rave reviews," Spaticchia said.

"In fact, during this period the business achieved a net promoter score of 72. The online offering has resulted in an added benefit that BMF members who had moved overseas are now returning to the brand via the online access."

The strategic move has been accompanied by the appointment of industry veteran, Mike Evans, as operations director of BMF's UK and international franchise operations.

Evans, who served 11 years in the British Army, has spent the past 25 years working at director level for major fitness brands – including Goodlife, Holmes Place and Virgin Active, across the UK, South Africa, Europe and Australia.

“A very exciting time for BMF and, having already met with all the franchisees across the BMF network, I’m delighted that most are keen to expand their operations," Evans said.

"As an ex-military professional myself, I have always had huge admiration for BMF and its commitment to communities.

"We are more than just a business and the opportunity to help tens of thousands of members and new members to train anywhere in the years ahead is highly motivating.”
 


CONTACT US

Leisure Media, Portmill House, Portmill Lane,
Hitchin, Hertfordshire SG5 1DJ Tel: +44 (0)1462 431385

©Cybertrek 2020

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS
 
Leisure Management - BMF pivots to franchising, puts original business through a CVA and appoints Mike Evans to drive global expansion...
23 Nov 2020 Leisure Management: daily news and jobs
 
 
HOME
JOBS
NEWS
FEATURES
PRODUCTS
FREE DIGITAL SUBSCRIPTION
PRINT SUBSCRIPTION
ADVERTISE
CONTACT US
Sign up for FREE ezine
Latest news

21 Oct 2020

BMF pivots to franchising, puts original business through a CVA and appoints Mike Evans to drive global expansion
BY Tom Walker

In the last 12 months, under the BMF Franchising brand, the company has built a franchise business with more than 70 locally-operated clubs

In the last 12 months, under the BMF Franchising brand, the company has built a franchise business with more than 70 locally-operated clubs
photo: Be Military Fit

Be Military Fit (BMF) has completed a restructuring project, designed to transform the outdoor fitness provider from a centrally-led company into a franchise business.

Shareholders Bear Grylls and investor, Chris St George, acquired the former British Military Fitness business out of administration in 2018 and subsequently invested substantially in the brand which, according to sources speaking to HCM, was previously operating "a flawed, direct operations business model".

The business was renamed Be Military Fit at this point.

In the last 12 months, under a new BMF Franchising brand, the company has built a franchise business with more than 70 locally-operated clubs across the UK – with many of the former staff joining the network as franchisees.

The final stage of the process, completed this month, saw the acquisition of the final direct operations club into the franchise network.

This has now resulted in the original direct operation business being put into a company voluntary arrangement (CVA) process. It is not yet known who the creditors of this business are, or the extent of the debt involved.

Jan Spaticchia, vice chair of BMF group, said: "We've spent the last year transitioning the Be Military Fit owner-operated business into a modern vibrant and ambitious outdoor fitness franchise business.

"That process is now complete and the iconic BMF brand will continue to be at the forefront of our franchise business as it expands."

Spaticchia added that the new approach – focusing on "passionate local owners, supported by a powerful national brand" – proved critical during the summer COVID-19 lockdown, when BMF pivoted its membership offer to online and invited members to support their local club through the medium.

"We saw 83 per cent of members choose to continue to pay for membership of this online service throughout lockdown to rave reviews," Spaticchia said.

"In fact, during this period the business achieved a net promoter score of 72. The online offering has resulted in an added benefit that BMF members who had moved overseas are now returning to the brand via the online access."

The strategic move has been accompanied by the appointment of industry veteran, Mike Evans, as operations director of BMF's UK and international franchise operations.

Evans, who served 11 years in the British Army, has spent the past 25 years working at director level for major fitness brands – including Goodlife, Holmes Place and Virgin Active, across the UK, South Africa, Europe and Australia.

“A very exciting time for BMF and, having already met with all the franchisees across the BMF network, I’m delighted that most are keen to expand their operations," Evans said.

"As an ex-military professional myself, I have always had huge admiration for BMF and its commitment to communities.

"We are more than just a business and the opportunity to help tens of thousands of members and new members to train anywhere in the years ahead is highly motivating.”



Connect with
Leisure Management
Magazine:
View issue contents
Sign up:
Instant Alerts/zines

Print edition
 

News headlines
ISPA and CIDESCO collaborate to foster growth and success for global spa workforce
ISPA and CIDESCO collaborate to foster growth and success for global spa workforce   23 Nov 2020

ISPA and global beauty and spa therapy educational organisation, CIDESCO, are collaborating to tackle the training and staffing issues in the world of .... more>>
University of Stirling opens doors to £20m sports centre and health club
University of Stirling opens doors to £20m sports centre and health club   23 Nov 2020

The University of Stirling has opened its new £20m sports and fitness centre. The building, designed by architects FaulknerBrowns, will feature .... more>>
PopBase secures US$400,000 investment after winning Global Wellness Institute competition
PopBase secures US$400,000 investment after winning Global Wellness Institute competition   23 Nov 2020

PopBase, a start-up tech company, has secured US$400,000 investment from Welltech1, an Israel-based venture capital fund and hub specialising in .... more>>
Grayshott Spa announces permanent closure
Grayshott Spa announces permanent closure   22 Nov 2020

Grayshott Spa, an icon of the UK wellness industry, has succumbed to the pandemic, announcing it is to close permanently, 55 years after opening as a .... more>>
Independent assessment to measure COVID-19 risk in gyms across Europe
Independent assessment to measure COVID-19 risk in gyms across Europe   20 Nov 2020

A new, Europe-wide initiative will look to chart the level of risk of COVID-19 infection at gyms, health clubs and leisure centres across the .... more>>
Government announces £300m 'Winter Survival Package' for sports
Government announces £300m 'Winter Survival Package' for sports   20 Nov 2020

Major spectator sports in England will receive a combined £300m emergency cash injection to protect their immediate futures over the winter period. .... more>>
Company profile


TRIB3 International Ltd

A world class experience to challenge every client. Affordable luxury brand with award winning design that creates a total experience each time.

View full profile>>

Catalogue gallery


Featured Supplier

Funxtion collaborates with global experts on white paper exploring digital in the future of fitness

Funxtion collaborates with global experts on white paper exploring digital in the future of fitness

In collaboration with ukactive, FunXtion has driven a global discussion with some of the world’s leading fitness operators and influencers, exploring how digitalisation will influence the delivery of fitness services and products moving forwards. More>>




in this issue

• Gyms on the high street – it's a go!
• JD Gyms buys Xercise4Less out of administration
• Family operator, GetSetGo! reveals launch plans



Latest jobs

Jobs Search



Membership consultants
Salary: Competitive salary plus benefits
Location: Lutterworth, UK
Company: Everyone Active
Swimming teachers
Salary: Competitive hourly rate
Location: Amersham, UK
Company: Everyone Active
Swimming teachers
Salary: Competitive hourly rate
Location: Chesham, UK
Company: Everyone Active
Diary dates
Powered by leisurediary.com

23-24 Nov 2020

Hotel Summit

Five Lakes Resort, Colchester , United Kingdom



Leisure Management magazine 2018 issue 1
Leisure Management
2018 issue 1

View issue contents
View on turning pages
Download PDF
  Environment: Back to nature
British wildlife is being attacked on many fronts. Stephanie Hilborne, CEO of The Wildlife Trusts, wants to involve everyone in preserving nature More>>
  Editor’s letter: Mental health
Liz Terry shares her thoughts More>>


Leisure Management magazine 2016 issue 1

Leisure Management
2016 issue 1

View issue contents
View turning pages
Download PDF
  Gymtopia: Angels’ advocate
Gymtopia founder Ray Algar on making a difference beyond the health club walls More>>
  Editor’s letter: Failing the elderly
Liz Terry shares her thoughts More>>


Published by The Leisure Media Company Ltd Portmill House, Portmill Lane, Hitchin, Herts SG5 1DJ. Tel: +44 (0)1462 431385 | Contact us | About us | © Cybertrek Ltd