From Australia, to Kuwait to California, this BFT franchise team built community from the ground up
Stationed in Kuwait for what ultimately became his final assignment with BP, Gary Molinero knew one chapter of his career would end abroad. However, he didn’t know his next would begin there as well.
It was there in 2018 where Molinero first met Curtis Bielski, an experienced personal trainer, public speaker and all-around fitness professional. Bielski took Molinero on as a client before eventually meeting his wife, Leanne, while hosting a spin class as well. He quickly bonded with both, helping Gary progress through his fitness journey while also connecting with Leanne over their shared Australian roots and her similar work experience as a physical education instructor.
While the three quickly became friends and stayed in touch after leaving Kuwait, they didn’t become business partners until a handful of years later — and after an introduction to Body Fit Training (BFT), the boutique fitness franchise under Xponential Fitness.
“In 2020, I retired from BP in Kuwait, but then I still wanted to do something else,” Gary told Athletech News. “I always liked health and fitness. I really wanted to get into that and I wanted to give back to the community. Then, we saw BFT…”
“I aligned with our personal training values — the concepts of a gym that creates community, progressive overload and the fundamentals of strength training,” Bielski added. “It ticked a lot of boxes in terms of a business opportunity, and we decided to jump in.”
Reasons To Take the Leap
Variety and proven potential were among the first “boxes” at the top of the Molineros’ and Bielski’s list when they originally began canvassing the fitness market for business opportunities. Naturally, the chance to open a first location in the United States made BFT intriguing. The brand’s already established success abroad made it nearly irresistible.
“The success of Australia and the growth of Australia brought us in,” Bielski said. “I think BFT grew to 250 studios and then got bought out by the U.S…We thought by cutting and pasting the model in Australia and following the playbook, we should be able to replicate the business with my 19 years of experience. We thought, ‘Why can’t we do the same, or better?’”
BFT’s programming, which incorporates several popular exercise formats, also made the franchise opportunity a worthy pursuit.
“There were operations with just single modalities, like spinning, yoga or Pilates, but this had a variety,” Gary said. “It had strength, conditioning and programming that showed results. That’s what drew us into this brand.”
Leanne added that BFT and Xponential being a “sales and marketing machine” was a major plus for them as well, as neither she, nor Gary, nor Bielski had much initial experience on that front.
Continuous Effort
But while BFT and Xponential assisted the group with its marketing and lead generation, the Molineros and Bielski applied grassroots efforts to grow their business as well. As a completely new concept in the U.S. with zero brand awareness, the Little Italy team needed to create it themselves and via their own mouths.
“We knock on people’s doors and ask for the manager,” Bielski said. “We go see community managers at apartment buildings and we hold events. A lot of our leads and our sales have come through personal interactions.”
Despite their operation now being well-known in the community, almost two years removed from its launch, those efforts continue for this franchise group today.
“We have to continue those grassroot initiatives, doing them constantly and bringing new people in so they can put a face to the place,” Gary said.
Leanne added that this involves a level of sacrifice. There are almost no days off, and like with members approaching their workout regimens, consistency is key.
“The job is never finished,” she said. “It’s endless, it’s relentless and you just can’t take your foot off the pedal.”
Effort Builds Community
However, that willingness to go the extra mile and create meaningful face time within the community has helped the Little Italy BFT build a strong, connected following, which boosts its own version of engagement and retention.
“Some people aren’t just looking to come here to get a good workout in; they want the community part,” Gary said. “We built that from scratch. None of us are from San Diego. We’re constantly putting together outside events for our members and just trying to nourish that community.”
The Little Italy BFT’s community-building events include member parties, happy hours and Pickleball meet-ups. They’ll also put up photos from previous nights out around the studio to foster that communal feeling to an even further degree.
“If you were to ask some people who came in here today, they would all say the community is awesome,” Gary said. “We just had a big Christmas party, which had a great turnout. The members have even created their own community outside of this, where every weekend they put together ideas on where they’re going to meet up and do stuff together.”
Follow in Their Footsteps
When asked what advice he’d give to a new franchisee starting out with BFT, Bielski again mentioned the value of a field-based approach.
“Go and spend two or three days at multiple studios to learn,” he said. “You’re welcome to come and learn here. You learn by doing, so you need to go. You can’t just buy it and then follow the playbook. You need to go and practice. Go and spend time with existing BFT owners and learn as much as you can.”
Leanne noted the value that comes with having owners who can serve as coaches as well to more efficiently attack staff budgeting. She also reinforced prior sentiments, such as continued marketing efforts, leaving no stone unturned.
“Get out there before it opens, and do as much on the ground, stomping the pavement, on the presales part,” she said. “Even if you start with a one-mile radius, you have to get out and saturate that. Get out there, go for it and then keep going…There’s always someone out there you can share what you’re doing and what you’re about.”
