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BFT Plans Scandinavia Expansion in Latest Global Franchise Move

BFT Plans Scandinavia Expansion in Latest Global Franchise Move

The Australia-founded group strength and conditioning brand owned by Xponential Fitness is eyeing aggressive U.S. expansion, but it’s also making moves on other continents

Body Fit Training (BFT), a group strength and conditioning franchise owned by Xponential Fitness, has signed a master franchise agreement to expand in Scandinavia under Tage Flugeim, who was the first to bring Barry’s outside the United States.

Beginning August 1, Flugeim will turn his attention to BFT’s rollout across Scandinavia and open three flagship BFT studios in Oslo, Norway, Stockholm, Sweden, and Copenhagen, Denmark, within 12 months.

Once established, Flugeim and his team plan to build new partnerships and attract sub-franchisees to reach their goal of 20 studios in the first five years and 40 BFT studios across Scandinavia within ten years.

“BFT checked all the boxes for me due to the quality of the workouts, the unique approach to strength training sessions, the thoughtful programming, the emphasis on people, and the inviting, inclusive atmosphere of the studios,” Flugeim said. “When I delved deeper into BFT’s top-of-class franchising model and had the pleasure of meeting (director and CEO, International) Rich Burnet and (BFT founder) Cam Falloon, and hearing (his) story about how BFT was founded, I was convinced. I knew I had to bring BFT to Scandinavia.”

Scandinavian Fitness Boom

Flugeim believes BFT is an ideal match for the Scandinavian market, stating that after 15 years of growing Barry’s, he has seen that Nordic consumers appreciate international fitness brands. Plus, he adds that BFT’s “no-nonsense” approach aligns with the “Scandinavian mindset.”

BFT’s 50-minute, expert-led strength and conditioning workouts are performed in groups of up to 36 people and are split into eight-week training blocks, ensuring members can measure their progress along with the help of heart-rate tracking technology. Classes include a combination of compound weight lifting, such as deadlifts, bench presses and kettlebell swings, bodyweight movements like box jumps and pull-ups, and cardio, including running, cycling and rowing.

credit: Xponential Fitness

“Scandinavians have a strong health and fitness culture,” Flugeim said. “Over 20% of the population are members of a fitness studio. Our economy is, generally speaking, very good, and we are willing to pay for quality products. We look up to the U.S., U.K. and Australia, and introducing BFT’s culture, story and high-quality workouts to our region will be a perfect fit for Scandinavia.”

Earlier this year, BFT opened its 300th studio, in Barcelona, (with many more franchise agreements signed) while its first studios in Indonesia are slated to open in July. Later this month, BFT’s first Scotland studio will debut in Glasgow. 

BFT Eyes US, Canada

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Under Xponential’s guidance, the group strength and conditioning franchise is also plotting a North American takeover, appointing franchising and former F45 Training executive Duncan Cork as its new president in April. 

“BFT truly sits in a unique space within the boutique fitness world,” Cork said of BFT’s workouts, adding that he believes could grow to more than 1,000 global locations.

The fitness franchise opened 30 studios in North America last year and has been averaging 4.5 to 4.8 visits per week per member, according to Cork.

“I’ve seen this kind of growth before,” Cork has told Athletech News, recalling his time at F45, where he served as an integral part of the functional fitness brand’s growth in the U.S. “This is an opportunity to get involved with a brand that’s right on the cusp of blowing up in the United States.”

Cork will now report to Mark King, who Xponential named as CEO on Monday. King, the former CEO of Taco Bell, replaces Xponential founder Anthony Geisler who left the fitness and wellness franchisor last month amid an investigation from the United States Attorney’s Office for the Central District of California.

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