Advisory for Founders
Making Consequential Decisions
As Businesses Scale, Judgment Becomes the Constraint
As businesses grow, founders stop struggling with execution and start carrying decisions with longer consequences, higher risk, and fewer obvious answers.
BFS Advisory exists to support founders at this stage, through high-context, bespoke conversations focused on tradeoffs across people, structure, margin, and scale.
We don’t run your business, we work alongside you as an advisory partner, focused on decision quality.
When BFS Advisory Becomes Relevant
BFS Advisory works with founders who:
Operate multi-location or otherwise complex businesses
Carry responsibility for people, capital, and structure
Recognize that their current approach will not scale
Value independent perspective over direction
General Operating Profile of the Network
▶ Typical number of locations per operator: 2–3 locations
▶ Typical annual gross revenue (network median): ~$2.25M
▶ Typical revenue per location: ~$750K
I was held accountable, encouraged to confront blind spots, and pushed beyond my comfort zone so I could grow into the leader the business needed.
His ability to combine strategic insight with honest, constructive feedback made me rethink how I approach decisions, leadership, and long-term vision.
Dina Elshurafa
Co-Founder, Reform Athletica
3 locations
As the business grew in complexity, finding the right level of insight and experience became harder.
The industry knowledge, strategic and financial guidance, and accountability helped sharpen both my personal and business goals, and access to an exceptional network and a trusted sounding board for key decisions has been invaluable.
Matt Kendrick
CEO, MK HealthHub + Mk Reformed
5+ locations
BFS stood out as the best fit for studios already generating solid revenue but needing expert guidance to scale.
The BFS team took the time to understand my studio’s goals, challenges, and opportunities. I gained clarity, confidence, and a strategic roadmap that helped me hone my goals and make them a reality.
Cat Dehaven
Owner, Core Havn
3 locations
How Advisory Engagements Work
![[LP] Advisory Page Julian](https://main.bfsnetwork.com/hubfs/%5BLP%5D%20Advisory%20Page%20Julian.png "[LP] Advisory Page Julian")
BFS Advisory is a bespoke, one-to-one engagement, typically structured over three to six months.
Sessions are focused, high-context conversations centered on real decisions facing the business. BFS uses proven frameworks and systems informed by extensive operator experience, applied selectively to the decisions at hand rather than delivered as fixed templates or prescriptive playbooks.
Advisors provide perspective, challenge assumptions, and surface tradeoffs, while founders retain full ownership of decisions and execution.
Senior Advisory Perspective
BFS Advisory is supported by a senior advisory layer with deep exposure to the real decisions founders face as businesses scale, across people, structure, margin, leadership, and systems.
Advisors are surfaced based on decision context, complexity, and stage. The objective is not volume of access, but relevance, continuity, and decision quality.
![[LP] Nt Etuk Headshot](https://main.bfsnetwork.com/hs-fs/hubfs/%5BLP%5D%20Nt%20Etuk%20%20Headshot.png?width=150&height=150&name=%5BLP%5D%20Nt%20Etuk%20%20Headshot.png "[LP] Nt Etuk Headshot")
NT ETUK
Chairman & Co-Founder, The BFS
Network
Founder & CEO, FitGrid
![[PROMO] Julian Barnes headshot](https://main.bfsnetwork.com/hs-fs/hubfs/%5BPROMO%5D%20Julian%20Barnes%20headshot.png?width=150&height=150&name=%5BPROMO%5D%20Julian%20Barnes%20headshot.png "[PROMO] Julian Barnes headshot")
Julian barnes
Co-Founder & CEO, The BFS Network
jennifer maanavi
Senior BFS Advisor
Co-Founder & CEO, Physique 57
![[NL] Event Thumbnails Becky Cerroni](https://main.bfsnetwork.com/hs-fs/hubfs/Newsletter%20Images/%5BNL%5D%20Event%20Thumbnails%20Becky%20Cerroni.png?width=150&height=150&name=%5BNL%5D%20Event%20Thumbnails%20Becky%20Cerroni.png "[NL] Event Thumbnails Becky Cerroni")
becky cerroni
Senior BFS Advisor
FELICIA ALEXANDER
Senior BFS Advisor
What Founders Gain
Advisory clients typically experience:
Greater confidence in high-stakes decisions
Clearer leadership and operating design
Reduced founder dependency
Stronger alignment between ambition, team, and economics
The value compounds as decision quality improves over time.
Advisory Backed by a Network
BFS advisors do not operate in isolation.
Perspective is informed by
▶ Peer Network dialogue
▶ Advisory work across markets and models
▶ Independent industry benchmarking
Considering BFS Advisory?
If you’re facing decisions that materially affect your business, your team, or your personal bandwidth, a conversation may be the appropriate next step.
F.A.Q.
What does BFS Advisory include?
BFS Advisory provides selective, context-driven support for founders designing the next phase of their business. It focuses on decision framing, tradeoffs, and strategic clarity, not execution.
Is BFS Advisory hands-on consulting?
No. BFS does not implement changes or manage operations. Founders retain full control and responsibility.
How is advisory different from coaching?
Advisory focuses on perspective and context, not accountability or behavior change frameworks. The goal is better judgment, not performance management.