The founder of Fernwood Fitness, Diana Williams, is stepping back from daily management and stepping up as board chair after 36 years leading the female gym chain. Belinda Amis Wheaton takes on the CEO role.
Williams grew the business from its Bendigo, Victoria, base to a 75-club national chain.
On LinkedIn, Williams wrote: “These past 36 years have been an incredible journey—enlightening, rewarding, challenging, and exhilarating. I have met extraordinary people, learned more than I ever imagined, faced and overcome challenges, and celebrated remarkable achievements along the way.
“While this decision was not made lightly, knowing Fernwood is in Belinda’s capable hands makes it an easy one. She is a dedicated and highly skilled leader, and I have full confidence in her ability to continue driving our brand’s success.”
Williams will now focus on strategy and new opportunities.
Wheaton joined Fernwood Fitness in 2021 after nearly 10 years as a business growth consultant. Prior to this she had 13 years’ management experience across various fitness brands including Genesis and Goodlife Health Clubs.
Wheaton praised Williams’ “vision and dedication” and said she takes on the role with pride in the brand’s legacy.
“My focus will be on driving innovation, fostering growth, and empowering our teams to build upon the incredible foundation we’ve established. I am committed to ensuring Fernwood not only retains its leadership but continues to innovate and redefine the future of women’s fitness for decades to come,” Wheaton wrote on LinkedIn.
