The founder of one of Australia’s largest fitness franchises, Diana Williams is stepping away from her role of CEO at Fernwood Fitness after 36 years of leadership.
Williams has announced she will become chair of the board at the company, and the CEO position will be filled by Belinda Amis Wheaton, Fernwood’s general manager, who has been with the group for more than four years.
Since founding Fernwood, Williams has grown the company from a single club in Bendigo to a thriving business, with 73 locations nationwide.
“These past 36 years have been an incredible journey—enlightening, rewarding, challenging, and exhilarating, wrote Williams, in a LinkedIn post.
“I have met extraordinary people, learned more than I ever imagined, faced and overcome challenges, and celebrated remarkable achievements along the way.”
Williams said that while the decision to step down as CEO wasn’t “made lightly”, she is confident in Wheaton’s abilities to take over the pivotal role.
“She is a dedicated and highly skilled leader, and I have full confidence in her ability to continue driving our brand’s success,” Williams said about Wheaton.
“I will remain deeply involved in the business, focusing on strategy, exploring new opportunities, and ensuring our incredible franchisees continue to thrive. I look forward to this next chapter and to seeing Fernwood grow and flourish under Belinda’s leadership.”
Also writing about the transition on LinkedIn, Wheaton said she was “truly honoured” to be stepping up at CEO of Fernwood Fitness, describing the company as “more than just a fitness brand”.
“It has become a movement that has empowered women across Australia to embrace strength, confidence, and community. Di’s vision and dedication has created something extraordinary, and I am incredibly grateful for her trust as I take on this responsibility,” wrote Wheaton.
Noting that the company’s franchise partners are a key part of their success, Wheaton said that as CEO, “she’ll be dedicated to providing them with the tools, resources, and support they need to thrive”.
“With immense pride in our legacy, I’m excited to lead Fernwood into the future. My focus will be on driving innovation, fostering growth, and empowering our teams to build upon the incredible foundation we’ve established,” Wheaton said.
“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.”