Biography
Diana Williams is the Founder and Chairman of Fernwood Fitness, the largest women’s health and fitness network in Australia. With a vision to empower women through fitness and wellness, Diana established Fernwood in 1989 with a single health club in Bendigo, Victoria. Today, Fernwood has grown into a thriving business with over 70 locations across Australia, serving more than 73,000 members. The company generates over $75 million in annual revenue and employs 2,000 people, making it one of Australia’s most successful and influential fitness brands.
Under Diana’s leadership, Fernwood has been a trailblazer in the fitness industry, recognized for its focus on female-centric fitness services and exceptional customer experience. With a deep understanding of what drives women’s health and fitness goals, Diana has cultivated a community where women feel supported, inspired, and empowered.
Early Life & Inspiration
Diana’s journey into the fitness world began with her personal experience as a fitness enthusiast. A dedicated weightlifter and powerlifter, Diana was motivated by the physical and mental transformation she experienced through exercise. Recognizing a gap in the market for fitness spaces tailored specifically for women, she set out to create a gym where women could work out, gain confidence, and improve their health in an environment designed with their unique needs in mind.
While working out in her local gym, Diana spent time talking with fellow gym members, learning about their needs, concerns, and fitness goals. These conversations shaped her idea for the first Fernwood Female Fitness Centre, a gym designed exclusively for women. In 1989, Diana opened her first centre in Bendigo, with no marketing budget but a deep belief in the vision she had created. Word-of-mouth and a letter-writing campaign to local hairdressers in Bendigo led to immediate success.
Growth & Expansion
The success of the Bendigo club led to rapid growth, and in 1993, the first Fernwood franchise opened in Ballarat, Victoria. Since then, Fernwood has expanded exponentially, opening new clubs across Australia. Today, the company operates more than 70 clubs, including 13 franchise locations. Fernwood has consistently ranked among the BRW’s top 10 fastest-growing private companies, reflecting its success in both business expansion and customer loyalty.
One of Fernwood’s key differentiators is its dedication to creating a supportive and empowering space for women. Diana’s vision for each club was to provide a comfortable, welcoming environment where women could focus on their health and fitness. The early addition of personal touches, such as oil burners and fresh flowers, helped create a unique atmosphere that continues to be a hallmark of Fernwood locations today. Fernwood offers a wide range of services, including personal training, group fitness classes, yoga, Pilates, and nutritional support through programs like Food Coaching.
A Focus on Holistic Wellness
Diana’s leadership goes beyond the physical fitness offerings at Fernwood. She has been a pioneer in incorporating a holistic approach to wellness, focusing not only on physical health but also on mental health and wellbeing. Through Fernwood’s partnership with Deakin University’s Food and Mood Centre, the company is helping fund research into the connection between food, mental health, and overall wellbeing. Fernwood has integrated the Mediterranean diet into its nutrition programs, providing members with guidance to improve both their physical and mental health.
Under Diana’s leadership, Fernwood is expanding its services into the wellness space with the launch of Fernwood Ultra—a boutique concept featuring smaller, high-end studios offering services like Reformer Pilates, yoga, cycle, and meditation. These new offerings focus on creating a balanced approach to fitness, blending intense physical training with mental wellness practices. Diana envisions Fernwood continuing to evolve by providing diverse, tailored fitness experiences that address the full spectrum of a woman’s health needs.
Empowering Women in Business
A committed advocate for female leadership, Diana is passionate about promoting women in business. Fernwood’s franchise network is built with the aim of empowering women, both as clients and as business owners. The company supports its franchisees with the systems, training, and community needed for long-term success. Many of Fernwood’s franchisees have been with the brand for more than 20 years, a testament to the strength of its business model and the loyalty of its network.
Diana’s leadership philosophy is built on the principle of accountability—she believes that the key to success is having an unshakeable belief in oneself and one’s mission. Her commitment to quality service and fostering a culture of care has resulted in a strong, loyal community of members and staff.
Looking Ahead: New Horizons
As Fernwood continues to grow, Diana is focused on expanding its brand both within Australia and internationally, with plans for new ventures in New Zealand and South Africa. Her mission remains clear: “To improve the quality of life for all women by providing a superior service in a friendly, caring environment.”
Fernwood’s future is bright, with the company poised to lead the fitness industry not only through its commitment to female-focused fitness but also through its emphasis on mental wellness and holistic health. Diana’s vision for Fernwood is one of continued innovation, supporting women to achieve their full potential through fitness, wellness, and empowerment.
Diana Williams’ Strategy for Success
Passion & Belief: Diana believes that having an unwavering belief in herself and in her mission is essential to success.
Commitment to Service: Her focus on providing a superior, friendly, and supportive environment for women has been a driving force behind Fernwood’s growth.
Building a Strong Team: Diana’s leadership style emphasizes the importance of developing a team of passionate individuals who share her vision and work toward common goals.
Overcoming Challenges: Diana has always embraced challenges, viewing them as opportunities to learn, grow, and innovate.
Empowering Women: Fernwood’s success stems from its commitment to empowering women—both as clients and as business leaders.
