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Diana ‘Di’ Williams, founder of Fernwood Fitness, is to step down from her role as Chief Executive of the women's health club chain, to be replaced by current group General Manager Belinda Wheaton.

After leading the franchise business for more than three and a half decades, Williams is stepping into the role of Chair of the Board.

Opening a single club in Bendigo in 1989, to a national brand with 73 locations, Fernwood Fitness has transformed the landscape of women’s health and well-being.

Williams’ vision has not only built a brand but ignited a movement - one that has redefined what it means for women to feel strong, confident, and supported in their fitness journeys.

She explains “these past 36 years have been nothing short of extraordinary - an incredible journey of challenges, triumphs, and transformation. The decision to step back from daily operations wasn’t made lightly, but I do so with complete confidence in Belinda’s leadership. She is an inspiring, driven, and highly capable leader who will take Fernwood into its next exciting phase. I look forward to championing our continued growth as Chair of the Board and seeing this brand reach even greater heights.”

Commenting on her promotion on social media, Amis Wheaton wrote “I am truly honoured to step into the role of CEO at Fernwood Fitness.

“For 36 years, Diana Williams has built Fernwood into 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.

“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. 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.

“A key part to our success are our franchise partners, the passionate business owners who bring the Fernwood experience to life in their communities every day. I am dedicated to providing them with the tools, resources, and support they need to thrive. I am also deeply grateful to our National Support Office team, whose expertise, passion and dedication make everything we do possible.”

Amis Wheaton went on to offer “a heartfelt thank you to Di for her mentorship and ongoing leadership as Chair of the Board. I am excited to work alongside her and the entire Fernwood team to shape the future of this iconic brand.”

Image: Belinda Amis Wheaton.

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