PERSPECTIVE: REFLECTIONS OF INDUSTRY LEADERS
WHAT’S YOUR
NEXT MOVE?
By staying ahead of – not following – industry trends, you
can differentiate your fitness business and offer services
and training that your competitors haven’t even considered,
writes founder of Fernwood Fitness, Diana Williams.
ou need to keep moving. It’s a
phrase we hear frequently in the
fitness industry, usually in relation
to running on a treadmill or lifting
weights. Here, though, I’m talking about
your business. After 30 years at the helm of
Fernwood Fitness, I’ve seen my fair share of
changes in the industry; equipment has
evolved, attire has certainly changed, and
brands have come and gone. Much like a
workout, this isn’t an industry you can sit still
in and expect to see results.
The idea for Fernwood sparked 30 years
ago when I realised there was a gap in the
market for women’s strength training. Most
women did cardio and aerobics in their
G-string leotards and didn’t get to experience
the benefits of training their muscles through
weight lifting. The concept of a ‘women’s
only’ gym where members could work out
in a safe space and try something new soon
became a reality.
After our flagship Bendigo club opened, a
member came to me with the idea to launch
a second location in Ballarat. Just like that,
our franchise model was born. Community is
huge in our network, and our franchisees are
always sharing new ideas with us, and each
other, to deliver services and messages that
are relevant and valuable to our members.
Whenever we launch a new product or
service, we rely on franchisees to be our eyes
and ears on the gym floor; they know their
audience best and gather valuable firsthand
insights. It’s all about collaboration. We work
with them to conceptualise what should
Y
come next, and they thrive on being part of a
network that nurtures growth.
No franchise business, regardless of
what industry it is, will be successful without
successful people who are motivated to
keep pushing, to keep moving. The success
of our franchisees is paramount. Nurturing
their ideas is beneficial not only to their own
success, but to our entire network.
Moving with the industry
The fitness industry will never stop moving.
It will continue to change and sprout in
different directions, and we won’t see the
momentum slowing any time soon. When
we first started, there was a sprinkling of
gyms across the board, and now you can’t
turn your head without a new studio popping
up. This is great for consumers who have
more options than ever, but of course it has
changed the game for club operators too.
While most brands will have a unique value
proposition in the market, it can be easy to
be drowned out by the noise. So, how do
you stand apart?
One of the key learnings I’ve seen across
three decades in business is the need
to cater to an ever-evolving market. We
partnered with Deakin University a few years
ago as we started to see more members
seeking an outlet for stress and mental
health. We’ve been pioneers in women’s
fitness for 30 years, and while that continues
to be a core part of our service offering, our
focus has shifted to reflect the needs of
today’s women. As such, we now deliver a
holistic health offering providing a balance
in physical, social and mental wellbeing.
Think more yoga, reformer Pilates, wellness
programs, and meditation.
When making a change, it’s often about
more than just a slight shift in a service you
offer or pretty posts on social media. With
an ever-evolving and competitive market,
calculated risks are sometimes necessary.
Earlier this year we launched Fernwood
Ultra, a premium sister brand skewed
specifically towards balancing mind and
body. We utilised what we knew from our
research partners, from our franchisees,
from our members, from the industry, and
created something new. We’ll always be
Fernwood, but we’ll never be afraid to move
in a new direction, especially when it comes
to satisfying consumer needs.
You can’t wait for a trend to appear and
then jump on the bandwagon – that’s an easy
way to get lost in the crowd. Start forecasting
what your audience will want and need in
one, two and five years’ time and make a plan
now so you’re always one move ahead.
Diana Williams
Diana has been giving women a dedicated and
safe space to exercise for 30 years through her
gym franchise Fernwood Fitness. Since winning the
2005 Telstra Business Women’s Award, Diana has
driven Fernwood’s growth to become a nationwide
70-club franchise with 73,000 members. As
Managing Director, she ensures the company stays
innovative and relevant to current market trends.
NETWORK SUMMER 2019 | 7