Why we rebranded

After a decade of helping Bondi girls feel Beautiful, Unstoppable, Fearless, we decided to rebrand because we have a new vision for the business, and because we felt it was time for a change.

BUF Girls started 10 years ago as a little outdoor group training community on Bondi Beach – my first class I literally had one person show up! Over the years it grew and grew, at its peak we had 10 outdoor locations around Australia which, while I was pregnant with my daughter Izzy, was becoming too much for me to manage. So, we downsized and opened our studio on Bondi Road.

We could have simply taken our outdoor classes indoors, but we went in a new direction and started testing dance and music inspired, “to the beat” workouts. They were an instant hit and we’ve spent the last 12 months converting all our classes to beat-based workouts. We’re now a lot different from the original BUF Girls experience and we felt we needed a new brand to better communicate what we’re all about.

The Upbeat means “the moment between notes which gives music meaning and rhythm” (a little like that moment juusssttt before the bass drops in!). It also means, “full of hope, happiness and good feelings”. Both of which we feel articulates exactly what we’re all about, dance and music inspired workouts, set to the beat, in a happy and ego free environment that leaves you feeling great about life.

Our studio is (re)launching on Sat 21 March and we’re offering FREE classes that day, so bring your friends! Make sure you book first.