British Military Fitness rebrands to ‘Be Military Fit’ & combines forces with Bear Grylls to get the nation fit

British Military Fitness rebranded to Be Military Fit (‘BMF’)

BMF’s new vision and offering will transform the outdoor fitness industry in UK and in other markets

New business will be a joint venture between Bear Grylls Ventures and NM Capital

Bear Grylls has teamed-up with BMF to transform the outdoor fitness industry in the UK. Building on the legacy of the British Military Fitness business, the revamped company aims to inspire a generation to get outside and be active. As the debate about the state of the nation’s health and the importance of nutrition and fitness continues, BMF will introduce an innovative outdoor fitness offering, inspired by its renowned military style workouts. BMF’s new vision is to “Get the Nation Fit for Life”.

British Military Fitness is being rebranded to Be Military Fit whilst retaining the ‘BMF’ acronym and Bear Grylls will lead the company’s campaign to get the country active and outdoors. BMF plans to expand its military workouts in the UK and introduce a new range of innovative fitness products across the country and into new territories. The company’s message is a call to arms for people across UK, from all walks of life and age groups, to embrace BMF’s distinctive style of outdoor fitness and group training and get fit for life.

The company will be jointly owned by NM Capital and Bear Grylls Ventures. Operating at sites across the UK, many of BMF’s fitness sessions are still led by ex-military personnel. BMF has offered all veterans free memberships through the summer and this offer has been extended. BMF is already Europe’s largest outdoor fitness company training 30,000 people a year across 140 sites.

Bear Grylls said:

“BMF has such a special heritage with military personnel and many veterans, and I’m so proud to co-own BMF and to be joining this incredible family. I used to train so much with BMF in the days before I joined the Reserve SAS and I will always be grateful for their encouragement and support that helped me achieve my fitness goals.

Our goal as a team now is to take this business to the next level and to a whole new generation, including kids and families – knowing that when we train together, we train better and more consistently. As Europe’s largest outdoor fitness company, we aim to expand our programmes to a broader market and then take BMF and its values all around the world.”

Chris St. George, former Army officer, Co-Founder of NM Capital and Chairman of BMF added:

“Both Bear and I have a long connection to BMF. I was an instructor and Bear trained with BMF during his time in the military. We share so many values and are incredibly excited about the role BMF can play in society as we get more and more people outside, active and healthy. We are an ambitious team. Our initial priority is to focus on growth in the UK where we see huge potential, followed by international expansion. Bear will add great value to the business as we look to engage wider audiences particularly in new international markets where he is so widely recognised. This is an exciting new chapter for BMF.”