BFT announces master franchise agreement for Scandinavia

Body Fit Training (BFT), the global boutique fitness brand offering 50-minute group strength training classes led by accredited coaches, has announced that it has signed a Master Franchise Agreement in Scandinavia with a minimum of studios set to span over 10 years.

The agreement has been signed with Tage Flugeim, a seasoned operator who had great success both launching his own gym and bringing Barry’s Bootcamp to Scandinavia 15 years ago, launching the first Barry’s studio outside of the USA - which he continues to operate.

Set to focus on the BFT rollout across Scandinavia, form 1st August, Flugeim explained “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.

“When I delved deeper into BFT’s top-of-class franchising model and had the pleasure of meeting Rich Burnet and Cam Falloon, and hearing Cameron's story about how BFT was founded, I was convinced. I knew I had to bring BFT to Scandinavia.

“Scandinavians have a strong health and fitness culture. 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.

“After 15 years of developing Barry’s in the Scandinavian market, I know that Scandinavians appreciate foreign fitness brands. We look up to the US, UK, and Australia, and introducing BFT’s culture, story, and high-quality workouts to our region will be a perfect fit for Scandinavia.”

Richard Burnet, Director and Chief Executive of BFT International, added “BFT will be in great hands with Tage Flugeim and his team. He is a seasoned operator and has had great success bringing Barry’s into Scandinavia.

“The boutique fitness space is still a relatively niche offering right across the region which creates a huge opportunity for BFT to establish itself there. Scandinavians are passionate and committed to their fitness, so we know they'll embrace our unique model and we are excited to support Tage and his team in bringing the BFT product to as many cities as possible.”

Flugeim will begin with opening a BFT studio in Oslo in Norway, Stockholm in Sweden and Copenhagen in Denmark within 12 months with each of the studios to serve as flagship studios in their respective countries.

Once they are successfully established, Flugeim and his team will focus on building new partnerships and attracting sub-franchisees. Their goal is to have 20 studios in the first five years and 40 BFT studios across Scandinavia within 10 years.

The Master Franchise agreement builds upon the brand’s growing presence across Europe, with their first studio opening in Barcelona in March of 2024.

It also signals the growing demand for BFT outside its well-established APAC markets, specifically in Europe. The first BFT studios in Indonesia are set to open in July, and the first Scotland studio in Glasgow later this month, continuing the global expansion of the brand.

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Images show top, from left: Cam Falloon, Tage Flugiem and Richard Burnet, and Tage Flugiem (below).