Body Fit Training (BFT) is marking its 10th anniversary this autumn, with more than 300 studios across 14 countries. Founded by former elite sports coach Cameron Falloon, the Australian-born brand brings structured strength and conditioning to group fitness through science-backed programming, expert coaching and a supportive community.
BFT’s franchising model gives partners a framework for running their studios, with support across areas including marketing, education, sales and business operations. As the brand celebrates a decade of growth, Falloon talks about the thinking behind BFT, the lessons that have shaped its franchise network and his ambitions for its next chapter.
What made BFT stand out from the crowd?
Before BFT, group fitness was often built around high-intensity, high-fatigue workouts, without enough thought given to how people progress or stay consistent.
Coming from elite sport, I knew there was a better way. Athletes train with structure, purpose and variety, in a way that lets them keep showing up without burning out. I wanted to bring that approach to everyday fitness: high-quality coaching, combined with strength and conditioning, in a format people could sustain.
Every BFT session has a purpose. Our programming is backed by science, designed to help members progress and delivered by expert coaches. People can train regularly and make real progress, with a strong community around them. Ten years on, that foundation still stands. People want training that’s built for longevity, supported by technology and designed to help them improve over time.
What have you learned about building a successful franchise model?
Our first studios taught us a lot. I knew people loved the concept: the science-backed programming, the coaching and the community. But that’s only one part of building a successful franchise.
There’s a lot happening behind the scenes to support our partners, from legal, financial and marketing support to sales and education. We keep refining those parts of the model because our franchise partners invest their time, money and trust in us. That comes with enormous responsibility.
Our job is to keep helping them become more capable, more confident and more profitable. When our partners succeed, their communities succeed, and our members see real results. That’s what drives us and has helped BFT grow around the world.
What does reaching 10 years mean to you?
People see the growth and momentum, but they don’t always see what’s behind it: the communities being built, the coaches who show up every day and the franchise partners committed to helping members achieve their goals.
I’m incredibly proud of how far BFT has come, but even prouder of the people who make it what it is. Our franchise partners, coaches, members and HQ team are the reason the brand has grown the way it has. Ten years is a milestone, not a finish line. We’re still building, learning and improving, and we’re doing it together.
What does the future look like?
The industry will keep evolving. The brands that succeed will be the ones willing to learn, adapt and innovate while staying true to what made people believe in them in the first place. Over the past 10 years, we’ve refined our programming, strengthened our coaching, invested in technology and continued to support our franchise partners as they build strong, sustainable communities.
We’re proud of what we’ve built together, but we’re nowhere near done. The next decade is about keeping that same mindset, learning, adapting and improving, while staying true to what makes BFT Different and Better. There’s still so much more we want to achieve.
