Built by gym owners,
for gym owners.
We didn’t build Business & Fitness in a boardroom. We built it inside a gym — after years of figuring out what actually works.
The Journey
From opening a gym to helping gym owners across Europe build predictable growth systems. Here's how we got here.
2016
2016
Rune opens CrossFit BoxLife
Rune starts his first gym from scratch. The early years are a grind — learning what works, what doesn't, and spending big to find out. Over the following years he'll invest more than €700,000 in mentorships, courses, programs, coaching, and agencies.
2016–2023
2016–2023
7 years operating BoxLife
After many years of trial and error — Rune finally cracked the code to consistent, predictable and profitable growth. Without working 12 hours a day. No reliance on expensive marketing agencies. A predictable client pipeline powered by proven systems.
~€161
Avg revenue per member
23 months
Avg member lifetime
€700K+
Invested in learning
2023
2023
Sells BoxLife — starts helping others
After 7 successful years, Rune exits BoxLife. The system is proven. The numbers speak for themselves.
Other gym owners start asking how Rune grew BoxLife so predictably. He starts sharing the Blueprint — and it works for them too.
2024
2024
Founds Business & Fitness
When other gym owners start asking how Rune grew BoxLife so predictably, he realises the Blueprint works beyond his own gym. He founds Business & Fitness to help micro gym owners across Europe build the same system.
2025
2025
Opens Box One — proves it again
Rune opens Box One (boxone.dk) with a blank slate. Applies the Blueprint from day one. Opens with +100 members, growing profitably and predictably — powered entirely by the same system.
+100
Members at launch
2026
2026
€300K+ booked through the system this year
13 gyms across Denmark, Malta, Belgium and the Netherlands are running the Blueprint right now. In 2026 so far: +7,400 leads generated, +2,000 intro appointments booked, and €300K+ in booked front-end revenue.
+7,400
Leads in 2026
+2,000
Intro appointments in 2026
€300K+
Booked revenue in 2026
The full story
Rune spent 7 years running CrossFit BoxLife. He knows what it feels like to show up at 5:30am, coach six back-to-back classes, then sit down at a laptop and try to figure out why the ads aren’t working.
Over those years, Rune invested more than €700,000 in mentorships, courses, programs, coaching, and agencies — testing everything. For a long time, the answer was: too many tools, no system, and no one who understood both the gym world and the marketing world at the same time. Agencies didn’t get it. Generic coaching programmes were too vague. So Rune figured it out himself.
After many years of trial and error — he finally cracked the code to consistent, predictable, and profitable growth. Without working 12 hours a day.
CrossFit BoxLife was successfully operated for 7 years before being sold. The numbers spoke for themselves: ~€161 average revenue per member, a 23-month average member lifetime, no reliance on expensive agencies, and a predictable pipeline.
After selling BoxLife, Rune founded Box One (boxone.dk) — opened with more than 100 members, growing profitably using the same Blueprint.
When it started working — predictable leads, a real sales process, a system that actually fit the gym — other gym owners started asking how he did it. That’s where Business & Fitness started.
Today, we work with ambitious gym owners across Europe. We help you build the system, and stay with you until it works. You own your marketing and your sales process. We’re just the people who’ve already done it.
The team
Rune Laursen
CEO & Founder
9 years as a gym owner. Spent +€700,000 learning what works. Leads client relationships and business development.
Marinus Hvelplund
Systems & Technology
Owns everything technical at B&F: the CEO Dashboard, automations, and integrations.
Patrick Leth
Social Media & Content
Creates organic content that builds trust and drives inbound interest.
Rory
Gym Manager at Box One
Manager of Box One Gym. Systems expert: integrates Marketing, Operations, SOPs & Software for B&F’s client gyms.
How we work
You’ll own your entire
acquisition system.
There are two types of providers in this space. Agencies do everything for you — you pay, you wait, you get leads (maybe). Courses teach you things — you watch, you learn, you’re on your own.
We’re neither.
We work alongside you. We launch your ads together. We review your sales calls together. You learn how your marketing and sales system works, and you own it completely. You’ll understand every part of it — not just have access to it.
That’s not an accident — it’s the whole point. We want you independent, not dependent.
You own your marketing and sales process
The funnels, the ad account, the automations, the strategy. We build it together and you keep it.
We've done it ourselves
Everything we teach, we've run in an actual gym. There's no theory here — just what works.
Real accountability
Monthly reviews, direct feedback, honest conversations about what's working and what isn't. We're not just answering tickets.
What we believe
Direct
We say what we mean. If your ads are underperforming, we'll tell you. If your offer is the problem, we'll tell you. You don't need a coach who softens everything.
Proven
We don't recommend tactics we haven't tested. Everything in Blueprint is something that worked in a real gym, with real members, real ad spend.
Practical
Gym owners are busy. We make things as simple as possible without cutting corners. You won't spend months configuring tools — you'll be live in weeks.
Owner-first
We're building your independence, not your reliance on us. The best outcome is a gym owner who doesn't need us anymore — and chooses to stay because the value is there.
Want to see how this works for your gym?
Book a free call. We’ll talk through your situation and show you exactly what a system looks like for a gym at your stage.
Book a Free Call