The team shaping the fitness & wellness industry

- with you!

Our mission is to educateconnect and empower boutique fitness, wellness & recovery business owners to help them launch, manage and scale their business.

Education

We keep our community informed of the latest industry trends as well as proven business operations best practices.

Because business owners and operators have different ways of thinking and operating, we offer multiple solutions that leave participants inspired, excited, and motivated

Connection

We operate as the connective tissue in an ever-changing wellness industry, bringing people to people, people to resources, and resources to businesses.

Our network has strength in numbers. Because of that, we’re able to create a collaborative learning approach that evolves alongside the industry.

Empowerment

We aggregate, amplify and empower all members of the fitness and wellness industry.

By aggregating best practices, insights and lessons learned across a diverse network of industry leaders—spanning race, gender and socioeconomic status—and sharing that information with the larger community, we empower the industry as a whole

We're on a mission to educate, connect, and empower boutique fitness & wellness business owners.

While our individual journeys supporting the fitness & wellness industry started decades ago, the BFS story began in 2017 with one ambitious goal: to create a community and support system for boutique fitness owners so they have the resources to run better businesses and promote healthier lives.

Before BFS we encountered several gaps in the boutique fitness space, namely the lack of connection between boutique owners and the scarcity of business management resources. We knew that passionate people were at the forefront of this industry, enhancing the lives of others through fitness & wellness. We also knew that they were experiencing new pain points as they were running and scaling a business, managing a staff, marketing, their brand, adjusting to customer and market trends… often for the first time.

Now, with a community of 500+ industry leaders, BFS continues to make knowledge sharing accessible, empower entrepreneurs with best-in-class tools, and connect like-minded business owners to share support and guidance. Our commitment to servicing the industry fuels our growth and the evolution of our offerings. Because a better, more connected fitness industry means better, healthier lives.

Julian Barnes & Nt Etuk

Our Dream Team

From former studio managers to professors to instructors, our team has lived lives committed to serving others through fitness. Together we are committed to the well-being of your business!

Nt Etuk

Co-Founder & Chairman

Julian Barnes

Co-Founder & CEO

Lisa Taylor

Co-COO, Education & Events

Mia Bjorkroos

VP Business Development

Aitana Garcia

Head of Admin

Ana Morales

Social Media & Marketing Coordinator

Billy López

Video Editor

Allie Re

Content Editor

Camila Rodríguez

Admin Team

Eunice Castellanos

Admin Team

WHY US

We’re not a coach or consultant. We’re an aggregated Network of industry leaders.

Support from BFS goes beyond anecdotal information from one individual’s own experience, usually limited to one modality, one business model, and one region.

We aggregate best practices, insights, and lessons learned from a diverse network of industry leaders—spanning race, gender, and socioeconomic status—to best serve the larger community.

We have strength in numbers. Because of that, we’re able to create a collaborative learning approach that evolves in real time alongside the industry.

BFS Supporters

We believe strongly in the power of knowledge aggregation. This applies not only to the knowledge that we disseminate across the industry but to the knowledge that we bring to our internal table.


These varied perspectives and experiences continue to shape and inform how we serve the fitness & wellness community.

Trusted by all industry stakeholders

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