BFT, short for Body Fit Training, is a group strength training franchise founded in 2017 in Melbourne, Australia by fitness industry veteran Cameron Falloon [1]. The brand operates fitness studios across Australia, New Zealand, Singapore, the United Kingdom, Canada, Spain, the United States and other markets [2].
Design and History
BFT’s visual identity centers on a circular emblem featuring a stylized letter “B” in the middle, surrounded by the words “BODY FIT TRAINING” arranged in a circle, with two dots positioned at the 3 o’clock and 9 o’clock positions [3]. The mark was filed as a trademark with the United States Patent and Trademark Office in October 2019 by Body Fit Training Company Pty Ltd, with white, black, blue and green claimed as features of the mark [4]. That particular application was later abandoned in October 2021 [5].
A separate “BFT” wordmark trademark was filed in December 2020 and registered in September 2021, with a first use date of November 18, 2019 [6]. The registered BFT mark is currently owned by BFT Franchise SPV, LLC, based in Irvine, California [6].
BrandFetch, a brand asset database, lists the company’s primary brand color as a cerulean blue with the hex code #03B1C7, alongside black (#231F20) and white [7]. A 2022 review of the BFT app in Robb Report Singapore described the logo’s “B” as “sleek blue” set against a white background [8].
Meaning and Symbolism
BFT founder Cameron Falloon has emphasized that the brand extends beyond the logo itself, describing a franchise brand as representing “who you are, what you believe in and how you want to be perceived by your audience” [9]. He has stated that getting the key visual elements in place from the outset, including a logo and name that can be transferred and translated across different territories, is vital for a franchise network [9].
Typography and Design
BFT provides franchisees with comprehensive brand guidelines covering the use of logos, colors, fonts and all visual components [10]. The company conducts quarterly brand standards audits across every studio globally to ensure franchisees remain consistent with the brand’s visual identity [10].
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