Entrepreneur & Fitness Industry Pioneer
Now focusing on a regional fitness project, M&A and real estate
“Democratizing access to fitness while maintaining strict operational efficiency and a coherent member experience.”
BeFit represents a new generation of fitness infrastructure in Romania — technology-driven, operationally efficient, and built for scale. Our clubs range between 600 and 1,800 sqm, carefully adapted to each catchment area and the competitive landscape of every city.
We focus on smart layouts and highly functional training zones such as Hyrox and Booty areas. Our ambition is to create a nationwide smart cost network that democratizes access to fitness while maintaining strict operational efficiency and a coherent member experience.
Memberships are priced between 149 and 169 RON billed every 4 weeks — making quality fitness accessible to all Romanians.
Founder & Consultant
2026 — Present
Following the conclusion of his tenure with World Class Romania, Milan resumed his consultancy activity under his own brand, IMA REALTYY — advising on real estate and M&A, and developing a regional fitness brand targeting a 2027 launch. His passion remains with M&A, backed by a proven track record in transaction execution.
Founder & CEO
2024 — 2025
A new generation of fitness infrastructure in Romania. Technology-driven smart cost network delivering accessible, high-quality fitness across the country.
Head of Development
2014 — 2024
Leading premium fitness operator in Romania. Led development strategy through aggressive expansion, growing the network to become the dominant player in the Romanian fitness market.
IMA REALTYY · Romania
Resumed independent consultancy under the IMA REALTYY brand. Advising on real estate and M&A transactions — with a proven track record of 15 M&A deals executed — while developing a regional fitness brand targeting a 2027 launch.
BeFit Romania · Romania
Led overall company strategy, operations, and commercial performance. Built the brand from the ground up — trademark, design, roombooks, commercial strategy, expansion plan, legal structure, and corporate governance — driving growth through greenfield development and M&A.
World Class Romania S.A. · Romania
Initiated, led, and executed the MBO from Norges Investor to Resource Partners in 2014. Scaled the business from 8 to 48 clubs through organic expansion and acquisitions. Owned expansion planning, commercial strategy, and CRM, member-system, and mobile app development — and managed the M&A pipeline end-to-end, from target identification to post-merger integration.
Sportlife Croatia · Croatia
Negotiated official distribution partnerships for Life Fitness, Reebok, Pavi Gym, and Queenax. Divested the minority stake in 2012 and shifted strategic focus to Romania.
World Class Serbia · Serbia
Held the franchise rights and led expansion and operations in Serbia. Executed a restructuring and supported the subsequent sale to Resource Partners in an MBO process.
World Class International · Hungary & Croatia
Established the World Class presence in Hungary and Croatia with 6 clubs. Participated in the equity structure and executed the exit via put option in 2012, coordinating market positioning, rollout execution, and operational setup across new territories.
World Class Sweden · Sweden
Led the development strategy for club growth, site identification, and new club projects. Supported the transition from the value market to premium positioning, along with early digital initiatives including a CRM web platform and the online booking rollout.
World Class Invest · Sweden
Acquired World Class facilities through a bankruptcy acquisition in 1995. Owned and operated 5 clubs as both franchisee and franchisor, and reorganized 14 license holders (34 clubs) into a structured franchise organization in 1999. Founded World Class Education, launching trademarked training concepts divested to World Class International in 2006. Divested World Class Invest to TryghedsGruppen (SATS) in 2008 — SATS is today a publicly listed company on the Oslo Stock Exchange.
Every club is optimized for maximum operational efficiency — smart layouts, functional zones, and data-driven decisions that deliver consistent quality at scale.
Fitness should not be a luxury. Smart pricing makes quality training accessible to all.
Smart systems underpin every operation, enabling scale without sacrificing quality.
Every new location is adapted to its market, ensuring relevance and sustainability.
Interested in partnerships, investment opportunities, or building the future of fitness together? Let's connect.