BFT Positions New Fitness Competition as Revenue Channel for Franchisees

Dubbed “Podium,” the new series lets BFT franchisees keep 100% of ticket sales while giving current members a new reason to stay and prospective new members a way to become acquainted with the boutique fitness brand

Body Fit Training (BFT) is throwing its hat into the competitive fitness ring.

New revenue channel

The Australia-born functional fitness franchise has announced the launch of Podium Series, an in-studio competition format designed to give BFT’s 320-plus studios a new revenue channel.

The first event runs Aug. 2 across more than 300 studios in over 10 countries, although it’s not available in the U.S. studios.

Call it BFT’s answer to the fitness-competition boom, as hybrid racing events such as Hyrox and others are drawing large crowds.

BFT studios will keep 100% of ticket revenue, with additional opportunities from local sponsorship deals, merchandise and event-day food and beverage sales, according to the company. The format is also open to non-members, giving those new to the boutique fitness brand a chance to try them out.

Member acquisition strategy

“By creating a high-energy entry point for non-members, Podium supports member acquisition in a way that feels experiential rather than promotional,” BFT founder Cameron Falloon said. “Studios are able to showcase their coaching, culture and training in a live, electric environment, which converts prospects far more effectively than traditional marketing channels.”

Described as a high-performance fitness competition, Podium will be embedded in BFT’s regular schedule.

Competition format details

Competition runs on a set structure. Teams of two compete in men’s, women’s or mixed divisions, split into three tiers — Rookie, Open and Pro Podium. Each event is broken into four 15-minute zones covering strength, conditioning, strength endurance and a finisher, with results tracked live on an official leaderboard.

“We’ve always focused on measurable progress at BFT, so Podium is really about giving that progress a different stage,” Falloon said. “Our members want a goal to train towards. Having a clear event on the horizon encourages consistent attendance, lifts accountability and deepens community connections inside our studios.”

The timing lines up with a broader shift in boutique fitness, where operators including F45 and Orangetheory are leaning into competition formats. Both have a partnership with Hyrox, while F45recently launched Peak500, its own a 30-minute hybrid, standardized performance competition.