Duncan Cork, a franchise expert and one of the executives behind F45’s rapid expansion in the United States, hopes to make BFT a household name in North America’s boutique fitness community
Xponential Fitness has made it clear that it intends to leverage Body Fit Training’s global reach and make it a household name in North America. Now, those plans are accelerating.
Xponential acquired the Australian-founded fitness group’s franchise rights in late 2021 and opened 30 studios across North America last year alone.
However, it still makes sense index Just started looking to transform body fitness training into (Bayer Fischer) to become a boutique fitness force.
In early April, Xponential appointed franchising expert Duncan Cork as the new president of BFT.In addition to his background as a successful entrepreneur, Cork also served as Chief Marketing Officer and later President and Chief Growth Officer of F45 Training until 2021, playing a key role in driving the Australian fitness brand’s explosive growth in the United States
Coker now hopes to do the same for BFT, which he calls the “preeminent strength and conditioning group fitness” brand in the world.
The magic of group strength and conditioning training
While Cork sees similarities between BFT and boutique fitness concepts like F45, he believes BFT is uniquely positioned for long-term success due to its novel take on strength training, which was named the Most Popular Fitness of 2024 Way.
“We often compare, but BFT really occupies a unique position in the boutique fitness space,” Cork said. “This workout is less intimidating and more accessible than CrossFit WODs (Workout of the Day). With strength and conditioning classes rooted in the science of progressive programming, BFT goes far beyond supporting members on their fitness journey More than regular HIIT or weight-based classes.”
BFT offers group strength and conditioning classes led by expert coaches, broken down into eight-week training phases so members can measure their progress over time. Classes include a combination of compound lifting exercises (such as deadlifts, bench presses, and kettlebell swings), bodyweight exercises (such as box jumps and pull-ups), and cardio (including running, cycling, and rowing). BFT also utilizes heart rate tracking technology to inform members of their progress, gamify workouts, and build customer retention.
“It’s an incredible workout program,” Coker said. “Knowing that you can do progressive strength and conditioning training, with so much thought and thought behind it, can have a big impact on your personal fitness journey.”
Because BFT combines strength training with conditioning, it helps members build muscle, lose fat, and generally improve their overall health. For many members, BFT is their primary workout, which results in high average attendance.
“We average 4.5 to 4.8 visits per week (per member), which is very high for a boutique fitness brand,” Cork noted.
On the “Curse of the Explosion”
With his background in marketing, Coker said his first task as president will be to “deliver a clear message on what BFT is about.”
“BFT is a new brand in the U.S., so my first priority is getting the message out there,” he shares. “We have to provide materials for franchisees so they can go into their communities and tell the story about the benefits of BFT.”
For potential franchise owners, BFT offers a unique opportunity to gain insight into a brand that is just growing in North America but has already established a global presence. BFT is hugely popular in its native Australia, and the brand has branches in nine countries including Singapore, Hong Kong, the UK and Spain, and recently opened its 300th studio in Barcelona.
“I’ve seen this kind of growth before,” Cork said, recalling his time with the F45. “This is an opportunity to be part of a brand that’s about to explode in America.”
BFT franchisees can also benefit from joining Xponential, which Cork describes as a “powerhouse in boutique fitness, health and wellness” with 10 brands and more than 3,000 studios worldwide.
“Having the support structure that Xponential provides our franchisees, plus being a growing brand, is a very exciting combination,” said Coker.
Under Cork’s leadership, BFT will target franchisees from a variety of backgrounds, including groups looking to own multiple units and build a portfolio as well as individuals looking to start and grow their own small businesses.
“We want to find professional franchisees who understand how to build a great team,” Coker explains, “We also want to find people who are passionate about fitness and want to own and potentially grow their own portfolio.”
BFT will look globally
Looking to the future, Coker believes BFT’s growth in North America and globally is just the tip of the iceberg.
“Consumer demand for exercise is strong and my focus will be to work closely with our franchise partners throughout the journey and empower my team to continue to provide exceptional support,” he said.
Cork is also quick to point out that BFT is an international brand. He believes BFT can grow to more than 1,000 locations around the world, which would exceed the lofty goals founder Cameron Falloon set for the fitness brand when he founded it in 2017.
“We will continue to play the role of a global brand as we have always done,” Coker said. “This is an important part of my vision for the company.”
