Collective Wellness Group appoints Nicole Noye as Chief Executive

June 16, 2020

Leading health and fitness franchise management company, Collective Wellness Group (CWG) has announced the appointment of Nicole Noye as their Chief Executive.

From 25th June 2020, Noye will lead CWG and the continued growth strategy for fitness brands Anytime Fitness and XTEND Barre, currently comprising of 530 franchise locations and 570,000 members nationally. As clubs and studios across the country continue to reopen from the COVID-19 temporary closures, Noye’s appointment is perfectly timed to lead CWG into future.

On her appointment, CWG Group co-founder and Chairman, Justin McDonell explained “Nicole was the perfect fit as the new CEO of Collective Wellness Group and our brands. She is an empowering leader with over 20 years of C-level and Board experience in the retail, hospitality, leisure and entertainment industries, with particular skill in leading multi-site operations and brand transformations.

“Her experience at leading businesses through change and her passion for the end-consumer will be crucial assets as we reimagine the way our brands meet the evolving consumer needs in the health and wellness space, particularly in the wake of the COVID-19 pandemic. We are very excited to have her on board.”

Noye was previously Chief Executive for the Ardent Bowling & Entertainment Division, leading the strategy to create a more customer-focused organisation, acquire and open several new Kingpin and Playtime venues, refurbish and/or divest non-profitable AMF centres, resulting in a successful sale for $160 million.

As Chief Experience Officer for Ardent, Noye was appointed interim Chief Executive for Dreamworld, White Water World and Skypoint for five months to guide the theme park and attractions division post the tragic events and subsequent coronial inquiry in 2018.

Prior to Ardent, Noye was Chief Executive at BB Retail for the BrasNThings and Diva divisions, and General Manager for Goldmark and Angus & Coote.

Noye is currently a Non-Executive Director of GoGet Carshare contributing to growing market share and expanding the fleet network, and Chair of The Executive Leadership Program at Compono, designed to develop senior professionals to successfully navigate and challenge the business landscape.

On accepting the role with CWG, Noye advised “I am honoured and thrilled to lead CWG and the Anytime Fitness and XTEND Barre brands. Health and wellbeing in our local community is becoming an even more important part of our everyday lives, and joining CWG will allow me to be a special part of this.”

For more information, visit www.collectivewellness.com.au

27th May 2020 - Anytime Fitness Asia acquired by Inspire Brands Asia

8th May 2020 - Anytime Fitness Grafton named Fitness Business of the Year Award at 2020 Australian Fitness Awards

7th April 2020 - Two-thirds of the world’s fitness clubs are currently closed

4th March 2020 - International Franchise Association names founders of Anytime Fitness as ‘Entrepreneurs of the Year’

8th January 2020 - Anytime Fitness makes history as the first franchise with locations on all seven continents

29th December 2019 - Anytime Fitness looks to drive future growth outside of clubs’ ‘four walls’

28th October 2019 - Collective Wellness Group makes key executive team appointments

3rd October 2019 - Anytime Fitness announces Stages Indoor Cycling as Global Bike Partner

5th September 2019 - Anytime Fitness and Tough Mudder reveal new partnership

4th September 2019 - Anytime Fitness named a top global franchise 12th consecutive year

21st August 2019 - Xtend Barre owner awarded for franchise excellence

11th April 2019 - Xtend Barre expands with two new Sydney studios

1st July 2018 - Coronial inquest claims Dreamworld Chief Executive

22nd August 2018 - Ardent Leisure losses grow as Dreamworld’s value declines by $75 million

23rd October 2018 - Ardent Leisure names casino and hospitality professional as new Dreamworld Chief Executive

18th December 2017 - Collective Wellness Group adds Xtend Barre to its brand stable

11th August 2017 - Collective Wellness Group eyes 1,000 locations as part of Australia-wide expansion

30th March 2014 - Xtend Barre exercise phenomenon reaches Wellington

11th December 2013 - Xtend Barre Workout: a fitness success story

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