Strategic & Financial Advisory

Financial
Discipline.
Strategic Clarity.
Built for Fitness.

FitIntel delivers institutional-grade advisory to fitness operators, franchisees, and investors — from site selection to exit.

Start the Conversation
20+
Years Experience
£1.5bn+
Transaction Record
4
Core Services
20+
Years Experience
£1.5bn+
Transaction Track Record
4
Core Advisory Services
Why FitIntel

Execution is the Difference Between Vision and Viability

Most fitness businesses fail not because of passion or effort — but because of flawed decisions at the critical moments: the wrong site, unrealistic projections, or funding that isn't structured to survive scrutiny.

FitIntel exists to get those decisions right.

"Would this hold up in front of a lender, investor, or experienced operator? That is the standard we apply to everything we produce."
01
Validate site selection with data-backed analysis Catchment, competition, and demand — before you commit capital.
02
Develop structured, lender-grade financial projections Models structured to institutional standard — not just for today's lender, but for every decision that follows.
03
De-risk the path to operator independence Strategic clarity before you sign, scale, or sell.
04
Build financial foundations with the rigour that makes scaling repeatable Stress-tested numbers before capital is committed or debt is taken on.
Services

What We Do

Four Services. One Standard.
Strategy & Site Selection
Is this the right location, at the right price?

Before you sign a lease or commit capital, you need to know whether the site stacks up. We analyse catchment demographics, competitor positioning, and operator performance data to give you a clear, data-backed answer.

  • Catchment & competition analysis
  • Expansion or relocation feasibility
  • Operator performance data and benchmarking
Standalone: From £2,500
Included within Financial Modelling & Lender Packs
Financial Modelling & Lender Packs
Are your numbers built to survive lender scrutiny?

Most lenders reject deals not because the concept is weak — but because the numbers aren't built to withstand scrutiny. We build investment-grade financial models and bank-ready lender packs that give your funding application the best possible foundation.

  • Site analysis and catchment assessment included
  • Revenue, cost, cash flow and debt modelling
  • Scenario and sensitivity analysis
  • Bank-ready lender packs and business plans
Investment: From £4,500
Franchise & Growth Advisory
Is your model ready to scale — and do you know what it will actually cost?

Scaling a fitness business without validated unit economics is how operators end up overstretched and underfunded. We stress-test the model before you commit.

  • Multi-site expansions
  • Franchise valuation
  • Operational rationalisation
Investment: From £2,500  /  Retainer: From £3,800/month
M&A & Strategic Advisory
Buying, selling, or repositioning. The quality of your analysis determines the outcome.

Fitness sector transactions are won or lost on the quality of the commercial analysis behind them. We bring institutional rigour to acquisitions, disposals, and strategic repositioning — with direct experience of what investors and acquirers actually require.

  • Commercial due diligence
  • Valuation and exit planning
  • Strategic direction
Investment: From £3,000
In Practice

What This Looks Like in Reality

c.£350k
Total Project Cost
Funded
Outcome
"A first-time franchisee entering a boutique Pilates concept needed confidence that the location worked — and documentation that would hold up with a commercial lender."

With a total project cost of c.£350,000, the stakes were clear. FitIntel delivered a full site assessment covering catchment demographics, competitor mapping, and demand validation — followed by an integrated financial model and lender pack built to institutional standard.

The lender pack passed commercial lending scrutiny on first submission. Funding was secured.

The client has since referred other franchisees in the same network to FitIntel for the same work.

Scope
Site selection + financial model + lender pack
Concept
Boutique Pilates franchise, first-time operator
Result
Funding secured. Client referrals followed.
About

Expert-Led. Every Engagement.

Assad’s background isn’t just in finance — it’s in understanding how businesses create value and how to structure capital to protect and grow it. After 20 years across equity research, capital markets, and FTSE boardrooms, the core skill is the same: look at a business clearly, understand where value is genuinely created, and build the funding structure that gives it the best chance of working. That’s what FitIntel applies to the fitness sector.

Critically, Assad has direct experience as a franchised operator in the health and fitness space — not just an advisor to it. That operational perspective shapes every piece of analysis FitIntel produces. It's the difference between numbers that look right on paper and numbers that reflect how these businesses actually work.

Every engagement is led personally by Assad. Not delegated. Not templated. The work reflects 20 years of knowing what lenders and investors actually require — and what it takes to deliver it.

  • 20+ years across equity research, capital markets, and FTSE boardrooms
  • Direct experience as a franchised operator in the health and fitness space
  • Expectations benchmarked to what lenders and investors actually require
Assad Malic — Founder, FitIntel
Assad Malic
Founder, FitIntel
Institutional Background
Citi
Currys plc
Greene King
Credit Suisse
Société Générale
Coming Soon

Site Intel Platform

A data platform built to support site selection decisions in the fitness sector. Combining catchment intelligence, competitor mapping, and demand analytics in a single interface — purpose-built for fitness operators and franchisees.

Join the waitlist to be notified at launch.

Site Intel Platform
Launching Soon
Contact

Let's Talk

Tell us what you're working on. We're happy to talk it through before you commit to anything.

Your information will only be used to respond to your enquiry. FitIntel does not provide regulated financial advice.