From Down Under to Doha, BFT is kicking off its MENA journey with big plans
Body Fit Training (BFT), the Xponential-backed, Australian-born fitness franchise known for its strength-based group workouts, is breaking into the Middle East and North Africa with plans to open more than 50 studios over the next decade.
Under a new master franchise agreement, BFT will expand across Qatar, Saudi Arabia, Kuwait and the UAE, among other MENA countries, with Qatar set to serve as the regional headquarters.
The first location, a flagship site in Doha’s West Walk development, opened earlier this year.
Leading the charge is Dr. Mohamed Abdou, a business strategist with the Edar Group, who discovered the brand at a UK studio and is spearheading its MENA rollout. The 10-year expansion plan includes upcoming openings in Riyadh, Dubai and Kuwait City within the next 12 months.
“Qatar’s dedication to health and wellness, coupled with its vibrant community, makes it the perfect home for BFT in the MENA region,” Dr. Mohamed said. “Our flagship studio in West Walk, Doha, embodies this vision, featuring the largest BFT space globally, spanning over 1,000 SQM, along with premium amenities and an innovative approach to fitness.”
BFT’s model offers members 50-minute, progression-based strength and conditioning classes designed to build real results with a back-to-basics approach that appeals to members looking for substance.
“BFT offers an unmatched fitness experience, blending scientifically-backed training with cutting-edge technology and a community-driven atmosphere,” Dr. Mohamed said. “From the moment I stepped into a BFT studio, I knew this was the right model for the Middle East and North Africa.”
The MENA expansion builds on BFT’s global momentum. The Cameron Falloon-founded brand has sold more than 730 franchises since 2018 and has grown to over 320 studios across 11 countries. Outside North America, year-over-year studio revenue growth is up nearly 10%.
BFT International global CEO Richard Burnet called the February launch of the brand’s first MENA studio in Doha a major milestone, noting that the energy and innovation behind BFT are now reaching “one of the world’s most dynamic cities.”
“With Dr. Mohamed Abdou’s leadership and a shared vision for delivering exceptional fitness experiences, we are confident that the BFT brand will thrive in this vibrant region,” Burnet said.
