Fernwood Fitness founder Diana Williams. Source: supplied.
When Fernwood Fitness opened its first female-only studio in 1989, in regional Victoria, it was an instant hit — and the start of a revolution for Australia’s fitness industry.
As interest continued to skyrocket, founder Diana Williams, previously a stay-at-home mum, eventually decided to go for gold and franchise the operation.
The only problem? The new concept was so popular that the business opened 14 clubs in 12 months, without the capital or expertise to support such intense growth.
Williams reveals the impact of growing too fast, and the steps the business took in order to hit the right speed.
The mistake
It was 1995, six years in, when Fernwood went hell for leather on the franchise front — “not strategically, mind you”, Williams admits.
“There
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