Why a fitness franchise media business has rebranded

A media business launched to leverage the Anytime Fitness Australia member base is diversifying its portfolio and reflecting its broader strategy with a name change.

Now called Collective Media the former Anytime Vision business will expand its network to include the newly launched Massage Envy, a US based brand now in Australia through a master franchise arrangement.

The investment and management company behind Collective Media, the Collective Wellness Group, also manages Massage Envy and Anytime Fitness Australia.

The group’s primary focus is franchising.

Brother and sister team Justin and Jacinta McDonell, who brought the US fitness chain to Australia in 2008, are integral to the Collective Wellness Group (CWG) founded in late 2015, with Justin taking up the chairman’s role.

Cameron Fancourt, who has been involved with brands such as Endota Spa, Luminiere Skin, Toni & Guy hairdressing, is CEO – development.

Andrew Sneddon heads up Collective Media. He has worked closely with the Virgin Active Group in South Africa.

“We’re very excited about representing new businesses within our group. We’ll focus on integrating key strategic partners into our business,s like we did with Anytime Fitness with Asics, AIA Vitality, Garmin, Musashi, HIF, Vitaco,  Men’s Fitness, Schweppes et al,” Sneddon said.

“We’ll be looking for similar types of partners for Massage Envy and for other businesses we launch in the near future.”