BFT Positions New Fitness Competition as Revenue Channel for Franchisees

Dubbed “Podium,” the new series lets BFT franchisees keep 100% of ticket sales while giving current members a new reason to stay and prospective new members a way to become acquainted with the boutique fitness brand

Body Fit Training (BFT) is throwing its hat into the competitive fitness ring.

The Australia-born functional fitness franchise has announced the launch of Podium Series, an in-studio competition format designed to give BFT’s 320-plus studios a new revenue channel.

The first event runs Aug. 2 across more than 300 studios in over 10 countries, touching more than 65,000 members at once.

Call it BFT’s answer to the fitness-competition boom, as hybrid racing events such as Hyrox and others are drawing large crowds. 

BFT studios will keep 100% of ticket revenue, with additional opportunities from local sponsorship deals, merchandise and event-day food and beverage sales, according to the company. The format is also open to non-members, giving those new to the boutique fitness brand a chance to try them out.

“By creating a high-energy entry point for non-members, Podium supports member acquisition in a way that feels experiential rather than promotional,” BFT founder Cameron Falloon said. “Studios are able to showcase their coaching, culture and training in a live, electric environment, which converts prospects far more effectively than traditional marketing channels.”

Described as a high-performance fitness competition, Podium will be embedded in BFT’s regular schedule.

Competition runs on a set structure. Teams of two compete in men’s, women’s or mixed divisions, split into three tiers — Rookie, Open and Pro Podium. Each event is broken into four 15-minute zones covering strength, conditioning, strength endurance and a finisher, with results tracked live on an official leaderboard.

“We’ve always focused on measurable progress at BFT, so Podium is really about giving that progress a different stage,” Falloon said. “Our members want a goal to train towards. Having a clear event on the horizon encourages consistent attendance, lifts accountability and deepens community connections inside our studios.”

It’s unclear whether the competition includes BFT’s U.S. studios, which are owned by Xponential Fitness.

The timing lines up with a broader shift in boutique fitness, where operators including F45 and Orangetheory are leaning into competition formats. Both have a partnership with Hyrox, while F45recently launched Peak500, its own a 30-minute hybrid, standardized performance competition.