Industry News

Buffalo Groupe named agency of record for F45 Training Holdings Inc Clubs and Hotels Division

54 Brands, Buffalo’s leading B2B agency, to spearhead relationship

(Charlotte, N.C.) – Buffalo Groupe, LLC, a collection of agencies, events and media properties focused on golf and other “escape” industries has been named the official marketing agency of record focused on elevating awareness around F45’s club, resort and hotel offerings.

The marketing program will be led by 54 Brands, a full-service B2B marketing company within Buffalo Groupe, and is focused on helping F45 establish brand presence and sell franchises within the club, resort and hotels categories across the United States. This includes the creation and execution of a strategy that contains media buys, direct and digital marketing and event planning.

“F45 has tailored solutions for club and resort owners who realize the benefits of providing customers high-level fitness options,” said Tom Sproats, Global Director of Country Clubs & Hotels, F45. “Working with 54 Brands will be pivotal in helping to bring greater visibility to these services and the positive impact they have on businesses in the private club and hospitality areas.”

“Private clubs and resorts continue to focus on providing enhanced services and amenities to their members and many are doing so with outdated fitness equipment or under utilized space,” said Jack Burris, Managing Director of 54 Brands. “We see F45 as the natural solution for many private clubs and resorts and with our 35+ years of experience in the golf industry, are excited to build those connections.”

Among the company’s programs that cater to a club's needs are F45 - the original franchise based on functional training, a mix of circuit and HIIT style workouts geared to everyday movement; AthLiv  - smaller, self-service footprints scalable to any space, anywhere; and LIIT Lanes - operators can be hands off but still reap the rewards of upscaling underutilized areas as all equipment, fit out and technology arrives in one delivery and is easy to install, use and maintain.

Founded in 2013 in Sydney, Australia, F45 is the fastest-growing fitness franchisor in the world according to Entrepreneur in 2022. With a focus on creating a leading global fitness training and lifestyle brand, F45 currently has sold 3,301 total franchises and 1,749 studios across 67 countries. F45’s differentiated, technology-driven approach leverages a rich content database consisting of thousands of functional training movements, offering workouts that are fun, challenging, and suitable for all.

About F45
F45 offers consumers functional 45-minute workouts that are effective, fun and community-driven. F45 utilizes proprietary technologies: a fitness programming algorithm and a patented technology-enabled delivery platform that leverages a rich content database of over 8,000 unique functional training movements across modalities to offer new workouts each day and provide a standardized experience across the Company’s global footprint.

For more information please visit

About Buffalo Groupe, LLC
Buffalo Groupe, LLC is a collection of agencies, events and media properties that authentically serve the escape industries of golf, outdoor recreation, travel, lifestyle, real estate and active sport.  The collection is comprised of industry leading companies including Buffalo Agency, BGRM, 54 Brands, Longitudes Group, SI/Morning Read, The First Call and Moments Live. Guided by our core principles of kindness, clarity and courage, our people adhere to a Groupe-wide foundational philosophy to connect brands and lifestyle audiences through content. Buffalo Groupe is headquartered in Charleston, SC with company offices in Washington, DC, Charlotte, Charleston, Portland and LA. For more information visit

About 54 Brands
Founded in 1985 as Burris, Creech and Tuttle, 54 Brands is a Charlotte, North Carolina, based marketing and communications company known for generating and executing big ideas that grow brands and businesses. Its experience spans decades and multiple categories — golf, furniture, higher education, professional services, franchising and finance — and includes award-winning work for Club Car, Golf Channel and GolfNow, MacGregor, National Golf Foundation, Pinehurst Resort, Softspikes, High Point University, Indeed, Spectrum Reach and many others. 54 Brands specializes in approaches that disrupt the “same-old, same-old,” bringing fresh eyes for watching, open ears for listening and a fresh voice for connecting. For more information, go to

Kelly Ciccarello
Buffalo Agency