Be Military Fit (BMF), the outdoor fitness operator which is co-owned by Bear Grylls and NM Capital, has chosen Glofox as its software partner for both its UK and international franchise network.

The platform will be used in all 100 BMF locations for membership management, scheduling, sales and marketing and BMF members will book classes and interact with BMF through an app developed by Glofox.

Moving to the Glofox platform is one of a series of initiatives BMF is undertaking to bounce back from COVID-19 – these include BMF at Home, a live streaming and on-demand workout service, and an initiative to offer free online fitness classes to all NHS staff.

BMF business development director, Tommy Matthews, said, “We've already built a fantastic partnership with Glofox and were impressed from day one with the quality of the software and the dedicated customer service.”

Glofox CEO, Conor O’Loughlin, said, “BMF is another fantastic example of a fitness brand adapting to COVID-19 and coming out stronger. We’re very excited about its mission and are excited to work with the team as they scale the franchise.”