American fitness fanatics will undertake gruelling training techniques used by British soldiers as a business co-owned by Bear Grylls expands overseas
American fitness fanatics will undertake gruelling training techniques used by British soldiers as a business co-owned by Bear Grylls expands overseas.
Be Military Fit, which is part owned by the TV adventurer, will next month open its first franchise outside the UK in Los Angeles.
Fighting fit: Be Military Fit is part owned by TV adventurer Bear Grylls
British Military Fitness, founded in 1999, was bought out of administration by Grylls and former British Army officer and entrepreneur Chris St George’s NM Capital in 2018 and rebranded Be Military Fit.
The pair restructured the business and transformed it into a franchise model, signing up former boxers, military personnel and hedge fund managers as franchisees running local clubs.
Its courses see customers put through their paces with everything from tug-of-war to tyre flipping at indoor and outdoor sites including railway arches and London’s Royal Parks.
BMF also has corporate customers including military recruiter Capita.
St George told the MoS: ‘We’re focused on consolidating our growth in the UK, but I have extensive experience in the US and Bear has a huge following there.
‘It’s probably one of the most progressive markets in the world in terms of fitness consumers.’