A defining moment in Australian women’s fitness has arrived. After 36 years of trailblazing leadership, Fernwood Fitness founder and CEO Di Williams is stepping into the role of Chair of the Board, entrusting the future of the iconic brand to newly appointed CEO, Belinda Amis Wheaton.
From a single club in Bendigo, Victoria, to a national powerhouse with 73 locations, Fernwood Fitness has transformed the landscape of women’s health and well-being.
“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”. said Williams.
As she assumes the role of CEO, Amis Wheaton is poised to build on Fernwood’s powerful legacy, leading with innovation, growth, and a steadfast commitment to empowering women across Australia.
“It is an incredible honour to step into the role of CEO at Fernwood Fitness. Di has built more than a business—she has created a community, a movement, and a legacy that has changed the lives of women across the country. I am beyond grateful for her trust, and I embrace the responsibility of leading this brand into the future with passion and purpose,” said Amis Wheaton. “My vision is to elevate Fernwood to new heights—expanding our impact, embracing innovation, and ensuring that every woman who walks through our doors feels stronger, more confident, and deeply supported.”
Williams will remain a driving force in Fernwood’s strategic direction as Chair of the Board, ensuring that its core mission remains strong while exploring new opportunities for growth and expansion.