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 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 operational decisions, financial planning, and execution failures. Incorrect site selection. Unrealistic projections. Poorly structured funding.

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 built to survive scrutiny, not just satisfy optimism.
03
De-risk the path to operator independence Strategic clarity before you sign, scale, or sell.
04
Build the financial foundations that make scaling repeatable Numbers stress-tested before you sign, commit capital, or take on debt.
Services

What We Do

Four Services. One Standard.
Service 01
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
Investment: From £2,500
Service 02
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.

  • Revenue, cost, cash flow and debt modelling
  • Scenario and sensitivity analysis
  • Bank-ready lender packs and business plans
Investment: From £4,500
Service 03
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
Service 04
M&A & Strategic Advisory
Acquisitions, disposals, exits, and strategic repositioning.

Whether you're buying, selling, or repositioning, the quality of your commercial analysis determines the outcome. We bring institutional rigour to fitness sector transactions.

  • 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 was well received by the commercial lending team. 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 board rooms, 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. Built from first principles with the rigour of someone who has operated at board level and understands what lenders and investors actually require.

  • 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'll tell you whether and how we can help.

↗ www.fitintel.co.uk

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