Xponential’s BFT Opens First Scandinavian Location
BFT, a group strength training concept, is the first Xponential Fitness brand to enter the Scandinavian market
Body Fit Training (BFT), a coach-led group strength training concept backed by boutique fitness franchisor Xponential Fitness, has officially opened its first Scandinavian studio in Oslo’s Majorstuen neighborhood.
The new studio is just the start of BFT’s growth ambitions in Scandinavia under fitness industry veteran and master franchisee Tage Flugeim, who is credited for introducing Barry’s to Scandinavia 15 years ago—its first market outside North America. He is now leading the charge to do the same for BFT as the first Xponential brand to enter the Scandinavian market.
“Scandinavians are going to love the community-based, science-backed, and inclusive workouts offered by BFT,” Flugeim emphasized. “There is so much untapped potential for the fitness scene in Scandinavia, and we’re confident that BFT will take the country by storm with this Oslo studio and many more to follow.”
Additional BFT locations are planned for Stockholm and Copenhagen over the next year, according to the boutique fitness brand.
BFT offers 50-minute, progression-based group strength and conditioning classes that are unfussy and deliver an effective “back to the basics” workout.
“I can really see a place in the market for this right now,” Flugeim said in an interview with Athletech News last year. “Over twenty percent of the population in Sweden and Denmark are members of a health club of some sort, and health is really high on the agenda at the moment.”
BFT currently has 300 studios worldwide, 50 of which are in the U.S., including recent openings in California and New Jersey.
“It’s remarkable to see how much BFT‘s workouts are resonating with clients all over the world, and strength training landing atop 2025 fitness trends will continue to add fuel to the fire,” Xponential president of international Bob Kaufman said. “With talented master franchisees like Tage, we are excited to see this brand reach new heights in the coming years.”