BFX Studio: Bloody Fantastic Experience Initially
It was a cold, wet night when I visited BFX Studio on 5th Avenue. I’m not sure how I ended up there, it wasn’t through reading anything or hearing anything. It was Googling ‘gyms near me.’
BFX Studios are a really interesting business. The studio I visited had a cycle studio and a group training room and a large gym down stairs. The interesting thing for me was that no-one was cycling and there was no-one in the gym. My class was full but the other aspects of the gym were empty.
Who is BFX?
Taken from their website: https://bfxstudio.com
BFX Studio offers a complete multi-discipline, cross-training approach to fitness and well-being. At BFX Studio, you will find variety, balance, high-caliber instruction, and boutique-style intimacy.
At BFX Studio, clients choose from three studio experiences led by top talent–called Xperts–comprised of the best boutique studio instructors as well as internationally acclaimed fitness presenters. In addition to customizable and dynamic fitness experiences, BFX Studio offers unrivaled customer service, luxurious facilities, and cutting-edge fitness technology. By providing three complete studio experiences, BFX Studio engages, inspires, and challenges clients to drive results.
What I Love About BFX?
I loved how when I checked in, they knew it was my first visit and the lady from the desk came from behind the desk 
and walked me to the studio. That was impressive. She even logged me into the class on the screen near the door.
The change rooms were super impressive and the gym floor was a cracker! Every piece of equipment you would need was down stairs but there was no-one using it that night.
My Experience At BFX
As I said my experience started brilliantly with the receptionist walking me to the studio. This was super impressive and fairly unusual I feel.
The class itself was a BFX Build class where we used TRX. The instructor was a great combination of coach and instructor. She did not entertain me. But the class flowed nicely and I never looked at my watch. She engaged with all the members and coached me from afar – I was sweaty and smelly I guess!
One thing to note in the class, was that I had MYZONE. This was before I had a belt and no-one in the class was wearing a belt. So the TV screen was empty and this made it challenging for the instructor to give quality feedback to attendees on their effort levels.
After the class, no one rushed me out. In fact the only other guy in the class, introduced himself to me – he worked in the studio too. That was pretty impressive. And then the class instructor came over and chatted away. I felt very ‘wanted’ as they asked about what I thought of the workout.
Afterwards, I looked at the retail space.
I bought a hat (which I still wear these days) and I wanted a specific t-shirt. This is where things got interesting. They didn’t have my size. The ‘Manager’ said she would email me when it came in and 2 and a half years later, I am still waiting for the email. In fact, I even followed up with an email 4 weeks after my visit to see if the shirts were in and got no response. This was disappointing.
My exercise experience and service was great but it’s interesting that my last contact has almost tainted my whole experience.
My final thoughts on BFX are their ongoing email communication is weak. I enjoyed my workout and I’d go back if they built a stronger relationship with me through their email campaigns. Their competition are doing that and are now getting a share of my casual visit wallet.
My summary:
- Online booking – 8/10
- Branding – 7/10
- Workout experience – 8/10
- Service experience – 7/10
- Ongoing communication – 4/10
- Chances I would return for another workout – 7/10
Note –I paid $US32 for the visit and these are my personal experiences on the days of workout.
To see inside BFX with JT’s eyes, become an Active Management Member for as little as 24.90 a month. You can see:
- How they integrate pilates equipment on to the gym floor
- Their TRX studio
- Their cycling studio which was very cool
- The retail space
- And more . . .
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Justin is the Managing Director of Active Management, which he began January 2004. He offers coaching to businesses worldwide in everything from start up and design to marketing and sales systems. Justin also facilitates four Australian and New Zealand ‘fitness industry roundtables’ events, which allows him to see a huge cross section of business models.