THE BFS EXECUTIVE TEAM

Julian Barnes

co-Founder & CEO, the bfs network

• Advises founders & executives on growth strategy, profitability, and operational innovation, helping them build scalable, sustainable companies.
• Led marketing teams at Velocity Sports Performance and Oasis Day Spa in NYC
• Attorney at Merrill Lynch and Cadwalader, Wickersham & Taft

Mia Bjorkroos

cOO, the bfs network

• Former Director of Education & Global Business Development at Piloxing, expanding training programs to over 90+ countries.
• Educated 2,000+ fitness professionals and master educators across 20+ countries

Becky Cerroni

• Advisory leader for healthcare, fitness, and wellness businesses and their software platforms
• Leads Front Row CEO LLC with a record of driving growth and operational excellence
• Former President and CEO of PE-backed GoSaga, Inc.
• Has led brands including LYMBR, Tone It Up, VIO Med Spa, and XPT Recover
• Former CEO and Co-Owner of JoyRide Cycling + Fitness
  

Jennifer Maanavi

• Growth-focused entrepreneur, fractional leader, and advisor with 20+ years in wellness and fitness
• Co-founded Physique 57 and scaled it into a global boutique fitness and media brand
• Proven track record driving revenue growth, operational efficiency, and premium client experiences
• Partners with founders to streamline operations, increase revenue, and develop strong leadership teams
• Sought-after speaker and Columbia Business School guest lecturer featured in leading media outlets

Felicia Alexander

• Entrepreneur, investor, and growth strategist with a strong track record scaling founder-led, consumer brands through partnerships, leadership, and operational discipline.

• Co-founded BoxUnion, led the acquisition and integration of TITLE Boxing Club, and drove revenue, culture, and organizational design.

• Led brand and revenue growth at major consumer and digital companies including Sun, Accenture, Mattel, Sony, TouchStorm, and Leaf Group.

• Advises and invests in mission-driven consumer and wellness brands via Same Same LLC, helping founders build sustainable, scalable growth.

• Stanford and UCLA Anderson graduate whose work is shaped by resilience, global experience, and community involvement, with a core belief that exceptional growth happens when the right people, ideas, and opportunities connect.

BFS partners