Strength to Strength

Brittany Bennett gets BFT’s Richard Burnet and Cameron Falloon to explain the world’s growing love affair with the franchise

Since its inception as Body Fit Training in Melbourne in 2017, BFT has certainly been going from strength to strength.

Twice the recipient of FIT Summit’s APAC Fitness Franchise of the Year Award - in December last year and in June 2022 - there is a high demand to become a studio owner and it’s not surprising given the calibre of star power keen to secure their own studio.

Despite the ongoing COVID-19 pandemic, the past 12 months has seen BFT shaking off the ongoing compulsory lockdowns and stringent social distancing regulations, rising to achieve a number of major milestones including opening their 200th studio, and a $60 million cash up-front partnership with Xponential Fitness - the owner of multiple exercise brands including Club Pilates, CycleBar and Pure Barre - to launch in the USA and Canada.

Headed by joint Chief Executives Cameron Falloon and Richard Burnet, BFT has been described as Australia’s “cult workout regime”, the fast growing franchise has attracted attention all around the globe, including elite athletes such as former Australian cricket captain Tim Paine and past NRL stars Robbie Farah and James and Mitchell Aubusson.

Burnet explains “it’s an incredible pleasure to join forces with

BFT’s joint Chief Executives Richard Burnet (above left) and Cameron Falloon (above right)

world renowned fitness operators to continue global growth and strengthen our brand for our franchisees and members. Despite pandemic, we are proud of the 35,000+ strong member base we have created and our supportive franchisees who continue to believe in the brand, and we look forward to taking BFT to the next level.”

BFT‘s mission of spreading their results driven progressive group training to the world is increasingly becoming reality. Having also expanded into Asia with 22 studios in Singapore alone, and the United Kingdom with four new locations getting ready for opening day, there is now interest in both Ireland and Malaysia.

Burnett also notes “New Zealand is almost completely sold out and back in Australia, the NSW market is expanding rapidly.”

The success of the BFT Franchise Burnet believes the success of BFT lies in following the franchise framework, drawing on the expertise of those who have gone before you and using the established proven successful processes, explaining “trust the already established system and don’t come in trying to fix what’s not broken.”

In addition to recommending investing time into making team members feeling valued and motivated, he advises “like any service business, part of the BFT fitness model pivots around establishing great relationships and creating an electric energy that inspire referrals.”

Falloon and Burnet dream big. Backed by Xponential Fitness, their goal is to expand on the USA market from its current locations, in Fort Lauderdale, Florida and Santa Monica, California, and grow to 500 BFT studios in the coming years. The Franchise dream Becoming a franchisee is appealing, which Falloon attributes to the low cost, high yield, stating “depending on the site rent - obviously different for each site - studios can be profitable from opening day. Throughout 2021, the average number of members on opening day was 153. Not to mention, member visits average 4.7 visits a week, which is double the industry standard.”

Falloon sees the difference coming from investing in people, noting “there are three pillars to our business: members, franchisees and franchisor. It’s about making it a great experience for everyone. If we fail to look after our franchisees, the members don’t get the experience they deserve. Therefore it’s important to us that we invest in the people. Looking after our franchisees means they’re happy and in turn, the customers are well looked after.”

Anyone can be a franchise holder and invest in BFT, but to be an owner operator, you need to be a certified trainer with a minimum of a Cert IV to be working the gym floor and work as the head trainer. These impeccably high standards are essential to maintaining brand integrity.

Falloon adds “we have a very thorough onboarding process, which is regularly monitored even after completion. Every 13 weeks, we visit sites and offer continuing education and training. We have also joined forces with best in class organisation like StrongFirst: School of Strength and Functional training.”

Owning a BFT will propel you straight into capitalising into the global $80 billion fitness industry (as reported by the American College of Sports Medicine).

This has drawn heavy hitters to invest in BFT studios with more than a dozen Australian sporting identities owning a franchise. The aforementioned Tim Paine has collaborated with Tasmanian cricketer, George Bailey and ex-St Kilda footballer Nick Riewoldt to secure the BFT rights in Tasmania, under the umbrella brand of BFT Tasmania.

Paine comments “it gives punters access to the elite training programs we’ve experienced.”

In NSW, Ballina is home to the BFT Studio owned by the Aubusson brothers, and the Melbourne studios in Southbank, Collingwood and Preston are owned by AFL Essendon legend, Zach Merrett.

However, the fitness brand is not exclusive to elite athletes. Owning a studio isn’t out of reach for the risk-adverse, small scale investor. Set up costs range between $180,000 to $250,000 depending on the location and commercial lease.

The BFT point of difference Each program for BFT was designed by professional strength and conditioning coach, founder, Falloon, whose reputation in the fitness industry includes accolades such as coaching highprofile AFL and football teams as well as having been personal trainer to the late Princess of Wales, Diana.

BFT’s uniqueness comes from focussing on using all the

body’s energy systems with the ‘progressive training model’, in conjunction with a prescribed heart rate that doesn’t involve going flat out for as long as possible.

Heart-specific training system Using science and technology to drive positive outcomes, BFT has incorporated scientifically proven training techniques aimed at reducing fat and creating lean muscle into a variety of 50 minute training sessions that are overseen by highly accredited coaches in a dynamic group environment.

High levels of visual content showcasing programs are shown on multiple digital displays throughout the studio and allow coaches to spend more time concentrating on members.

In addition, BFT’s own innovative heart rate system, driving positive outcomes for all fitness levels, allows BFT to reward members on a prescribed heart rate, rather than simply just high heart rate like normal heart rate monitors.

The completely bespoke system is a world first in group training and is completely aligned with BFT programs.

Burnet concludes “we’ve refined and proven our unique BFT System and group training model over 18 months across multiple sites in Australia, and there are franchise opportunities available for owner operators who want a hands-on approach to the business, or entrepreneurs keen to generate a passive income by appointing studio managers to look after the daily operations.” Brittany Bennett is Director of Bennett PR and experthub.com.au

BFT’s Federal Court win and F45’s provocative trademark move

As reported in the last issue of Australasian Leisure Management, in February this year, a four year legal action undertaken by rival functional training brand F45 against BFT in which F45 alleged infringement of one of its patents, ended with the Federal Court of Australia ruling in favour of BFT.

However, as exclusively revealed by this magazine, it has emerged that on the final day of the Federal Court proceedings, F45 made trademark applications for the word ‘Bodyfit’ in New Zealand, Canada and Singapore - three of the five countries BFT currently operates in.

In a statement released to Australasian Leisure Management, BFT advised “this (action) raises the question what legitimate interest does F45 have in trademarks similar to the words associated with one of its biggest competitors? Ultimately, in BFT’s opinion, it is F45’s franchisees and shareholders who are losing out through unnecessary litigation and tactics such as this.

“BFT welcomes the competitive relationship between the two brands, but questions why F45 would waste money on litigation rather than investing in their core product and supporting their network of franchisees.”

The statement added “BFT with the full support of Xponential Fitness, will remain unintimidated by the litigious strategy adopted by F45 and continue to focus on their operations and franchisee support.”

In another win for BFT, on 24th May 2022, F45 filed a notice of discontinuance, discontinuing the proceedings, pursuant to which, F45 was required to pay BFT’s costs.

Australasian Leisure Management Publisher, Nigel Benton notes “F45’s Credit: BFT actions in relation to BFT would appear to be designed to preoccupy the business in legal matters while also casting doubt in the minds of potential BFT franchisees. For example, a potential franchisee doing a search for BFT will likely find references to legal action, which may be off putting.”