About the Founders
Co-Founder; Managing Director, Content
Amanda is the co-Founder of Freedom Group Exercise, Inc. and the creative mind behind BANG ®, Freedom Barre ®, Freedom RISE ®, Freedom LIFT ®, BenchCardio™, BenchStrength™ and BenchCore™.
Amanda began her career in the performing arts, acting, dancing and directing for stage, film, and TV, in New York and Europe. Amanda felt a keen desire to bring her passion for fitness together with her deep experience in the performing arts and so she founded Freedom Group Exercise, Inc. in 2012 with business partner, Benjamin Bidlack. Freedom Group Exercise provides the best in content, education, and certification for group fitness. Deeply music driven, diverse and inclusive, Freedom formats provide fitness experiences for people looking for “more than just exercise.” ™ Freedom is the fitness company for people who want to get strong, stay strong and be inspired.
In addition to her visionary work in group fitness, she has years of experience coaching, choreographing, and directing for the theater. She has taught all forms of dance, vocal production, and Alexander Technique. Amanda is a Certified Personal Trainer, Continuing Education Provider for NASM, AFAA and ACE (2015, updated 2019). She has received sponsorships from New Balance, Reebok, 361, UFO Jeans and other companies.
A graduate of NYU’s Tisch School of the Arts, Amanda has presented BANG and Freedom Barre for ABC’s Good Morning America (2017 & 2015), the NBA (2016), MLS (2016), IDEAWorld 2016-2019, FitnessFest (2019), ECA World Fitness (2012 -17), DCAC (2015) among others.
BANG™ is currently programmed at Eastern Division corporate Gold’s Gym International Corporate locations, all U.S. Fitness and Sport & Health locations, YMCA, Crunch, Shapes, Anytime Fitness, Health Unlimited and hundreds of other venues across the US, Japan, and Europe. Freedom Barre® has been selected as the content, training, and certification provider of choice for all affiliated U.S. Fitness locations under their branded name BarreOne™.
Co-Founder; Managing Director, Creative & Brand
Benjamin is the co-Founder of Freedom Group Exercise, Inc. and the head of Creative & Brand, including music. Benjamin is the former Chief Strategy Officer at FutureBrand (Asia) and Executive Director of Brand Strategy at Interbrand (US/Canada).
He has advised the C-Suite, board and executives of some of the world’s top organizations on brand strategy, including Evernote, Silicon Valley Bank, Spinning, United Overseas Bank (Singapore), Dubai Festival City, Thrivent, Malaysia’s Ministry of Tourism, Royal Bank of Canada, XPRIZE, Con-Way Freight/Trucking and Sony PlayStation among others.
Prior to brand strategy, Ben held corporate strategy roles and led projects for top-tier management consultancies, including former senior partners from McKinsey, BCG and others. He presents regularly at business and health/fitness conferences and organizations, including the London Business School, UCLA Anderson School of Management, USC Marshall School of Business, ECA 360 World Fitness (2008–2017, including a Best Presenter Award selected by peers and participants), Can-Fit-Pro, IDEA Health & Fitness Association, MindshareLA, The American Marketing Association, and the USC Annenberg School for Communication & Journalism.
Benjamin is also a renowned composer and music producer for film, movie trailers, TV, advertising, celebrities, music artists, and fitness professionals worldwide, including Tyra Banks, blockbuster movie producer Jerry Bruckheimer, Nike, Apple, ESPN, ABC, Fox Searchlight, Universal Pictures, Warner Brothers, ECA 360, and international fitness presenter Misty Tripoli (The Groove), Robert Steinbacher (bodyART) and others.
Ben holds an MBA from Stanford University’s Graduate School of Business and a BA in English from Haverford College.