Make Bold Choices
Source: gov.uk (2025-11-10)

We, the undersigned, commit to honour the Armed Forces Covenant and support the Armed Forces Community. We recognise the value Serving Personnel, both Regular and Reservists, Veterans and military families contribute to our business and our country.

The Armed Forces Covenant

An enduring covenant between the people of the United Kingdom, Her Majesty’s Government and all those who serve or have served in the Armed Forces of the Crown and their families

The first duty of Government is the defence of the realm. Our Armed Forces fulfil that responsibility on behalf of the Government, sacrificing some civilian freedoms, facing danger and, sometimes, suffering serious injury or death as a result of their duty. Families also play a vital role in supporting the operational effectiveness of our Armed Forces. In return, the whole nation has a moral obligation to the members of the Naval Service, the Army and the Royal Air Force, together with their families. They deserve our respect and support, and fair treatment.

Those who serve in the Armed Forces, whether Regular or Reserve, those who have served in the past, and their families, should face no disadvantage compared to other citizens in the provision of public and commercial services. Special consideration is appropriate in some cases, especially for those who have given most such as the injured and the bereaved.

This obligation involves the whole of society: it includes voluntary and charitable bodies, private organisations, and the actions of individuals in supporting the Armed Forces. Recognising those who have performed military duty unites the country and demonstrates the value of their contribution. This has no greater expression than in upholding this Covenant.

Section 1: Principles of the Armed Forces Corporate Covenant

1.1 We Make Bold Choices will endeavour in our business dealings to uphold the key principles of the Armed Forces Covenant, which are:
- no member of the Armed Forces Community should face disadvantage in the provision of public and commercial services compared to any other citizen;
- and in some circumstances that special treatment may be appropriate especially for the injured or bereaved.
Section 2: Demonstrating our commitment

2.1 Make Bold Choices recognises the value serving personnel, reservists, veterans and military families bring to our business. We will seek to uphold the principles of the Armed Forces Covenant, by pledging to the following:
- Armed Forces Friendly
- UK Service Veterans And Leavers
- UK Cadets
We also pledge the following:

Promoting the Armed Forces: We will be documenting the journey every step of the way showcasing the incredible progress, determination, and achievements of those we support. By sharing their stories, we aim to inspire others and highlight what is possible with the right guidance, support, and mindset. Our goal is to create positive, lasting change and demonstrate the power of wellness and community in transforming lives. Communications, engagement and outreach. Employment: Looking ahead, as Make Bold Choices grows, we are committed to employing ex servicemen and women to help us host and lead our events. We will offer training days and development weeks, equipping them with the skills and knowledge to coach, inspire, and motivate otherscontinuing their impact in a new and meaningful way. Armed forces Families: With one of our founders being Ex-Army with 8 years of service, we have a first-hand understanding of the unique challenges, situations, and struggles faced by serving personnel, veterans, cadets, and their families. Through our fitness and wellness programmes, we aim to elevate, motivate, and empower every member of the Armed Forces community. Whether through physical training, mindfulness practices, or recovery sessions, we are committed to providing support, resilience, and connection, helping individuals prioritise their well-being and thrive beyond the uniform. Health and Wellness Events: Our fitness and wellness events are designed to bring transformative benefits to the entire Armed Forces communityfrom serving personnel and veterans to cadets and their families. Through a powerful combination of yoga, breathwork, ice baths, and exercise, we aim to build resilience, boost mental and physical strength, and promote recovery. These sessions offer more than just physical rewardsthey provide stress relief, mental clarity, and a sense of connection, helping individuals recharge, refocus, and thrive both on and off duty. We are fully committed to supporting the Armed Forces community in every way possible. To show our appreciation, all serving personnel, veterans, and cadets will receive discount to all of our events. At our annual festival, we will also host a dedicated Armed Forces stand, creating a space for connection, support, and awarenessencouraging everyone to engage with and celebrate the incredible individuals who serve. Education: Our goal is to introduce activities and techniques that many serving members, veterans, and cadets may not typically encounteroffering them new tools for physical and mental resilience. From the rejuvenating benefits of ice baths to the mental clarity of breathwork and yoga, we are committed to passing on our knowledge and providing innovative, effective ways for individuals to manage stress, recover faster, and enhance overall well-being. We will also be adding Armed Forces-specific information to our website, ensuring that everything we offer is easily accessible. Our ultimate mission is to support the transition from military to civilian lifehelping individuals rediscover their purpose, build resilience, and thrive through the power of fitness, wellness, and community. We are passionate about inspiring and guiding the next generation by connecting with cadets at a youth level. Through our fitness and wellness programmes, we aim to enhance their performance and support their journey into the regular forces, should they choose to pursue that path. We will publicise these commitments through our literature and/or on our website, setting out how we will seek to honour them and inviting feedback from the Armed Forces Community and our customers on how we are doing.

2.2 We will publicise these commitments through our literature and/or on our website, setting out how we will seek to honour them and inviting feedback from the Service community and our customers on how we are doing.