Latest News

Back to Latest News back

 

Collective Wellness Group eyes 1,000 locations as part of Australia-wide expansion

August 11, 2017

Collective Wellness Group (CWG), operators of the Anytime Fitness, Massage Envy and Orangetheory Fitness franchises in Australia, have revealed an expectation that they will grow to 1,000 locations over the next five years.

Operating some of America’s most recognisable health and wellness franchises in Australia, CWG co-founders Justin McDonell, Richard Peil and Dave Mortensen along with Chief Executive Arthur McColl and Chief Operating Officer Jordan Smith, have an aggressive local growth plan for their investment and management company.

The experienced McDonell, who sees ‘boutique fitness and wellness’ as the continuing growth trend in the Australian market, brought Anytime Fitness to Australia in 2008. Today, it boasts over 450 locations nationally, and over two and half million members worldwide.

With its commitment to enabling its members to ‘work out anytime, anywhere’, Anytime Fitness Australia is expected to exceed 500 locations by 2018.

Massage Envy - a unique membership-based service promoting the concept of massage and skincare as a regular part of a wellness routine, not a luxury - currently has two locations open, with a further two to open before the end of the year, in the Sydney CBD and the suburb of Balmain. In the USA, Massage Envy is the largest massage and skincare brand with 1.2 million members.

Having taken on the master franchise for Orangetheory Fitness earlier this year, CWG has sold 40 franchises will open its next studio this month in Waterloo, NSW, with more to follow in 2017

Orangetheory was developed in the USA, quickly gaining a cult following thanks to its unique method of displaying participants’ heart rate during group personal training classes, driving a competitiveness to get in the ‘orange zone’.

While each of CWG’s brands operates independently, McDonell and Peil want their company aligned in improving the holistic approach to health and wellness of Australians.

With Anytime Fitness now the largest health club brand in Australia, CWG’s next focus is to gain traction for all three brands within the billion-dollar local fitness industry.

As an industry veteran, Peil is confident in their brands, stating “the evidence of global success is clear. In all thirteen of its countries Orangetheory Fitness has never closed a studio and Massage Envy has more than a thousand doors in the US alone.

“I am continually surprised by the number and variety of great opportunities being presented to CWG with the view of taking them to the Australian market.

“With any new brand introduction, there’s a process of in-depth analysis and due diligence. We know there’s plenty of space for new brands, but we spend a lot of time scrutinising potential opportunities, firstly to ensure that we believe there is a desire by the Australian consumer, and secondly that what we bring to the market place complements, not competes, with the brands we already have within CWG.”

McDonell, a board member of Fitness Australia, is committed to the ‘The ‘Exercise is Medicine®’ trend, no longer seeing fitness as just a weight loss tool.

He adds “we’re finding more and more that exercise and accompanying recovery is essential, as is time for yourself to emotionally deal with stresses of a fast-paced life. This is why we know that Massage Envy is as valuable to members as our fitness brands. Now, we are constantly looking to find ways to care for our overall wellbeing.”

As a company dedicated to empowering people to do more than they think they can, McDonell is proud that their brands perfectly align to this.

He concludes “CWG promotes living healthy and active lifestyles, and we really want people to re-think what wellness means to them personally.

“It’s great that the brands we bring within our portfolio truly reflect and deliver upon our mission, which adds to the culture of CWG by enabling and motivating our support office team, franchisees, suppliers, and members to live well.”

Justin McDonell was featured as one of the 20 most influential people in Australian leisure management in the January/February 2017 issue of Australasian Leisure Management

4th August 2017 - COLLECTIVE WELLNESS GROUP ENERGISES ORANGETHEORY FITNESS IN AUSTRALIA 

5th July 2017 - ANYTIME FITNESS LOOKS TO OPEN UP TO 500 FRANCHISES IN CHINA BY 2020

16th March 2017 - COLLECTIVE WELLNESS GROUP TAKES ON ORANGETHEORY FITNESS AUSTRALIAN MASTER FRANCHISE

11th May 2016 - ANYTIME FITNESS’ MEDIA SUBSIDIARY CHANGES NAME TO DRIVE FUTURE GROWTH

10th May 2016 - MASSAGE ENVY MARKS INTERNATIONAL EXPANSION WITH AUSTRALIAN LAUNCH 

30th April 2016 - ORANGETHEORY FITNESS SIGNS DEAL FOR 70 STUDIOS IN JAPAN 

21st April 2016 - ORANGETHEORY FITNESS LOOKS FOR NEW AUSTRALIAN FRANCHISEES

20th April 2016 - LOWER WAGE COSTS BOOST PROFITABILITY OF 24/7 GYMS

27th April 2015 - ORANGETHEORY FITNESS TO OPEN FIRST AUSTRALIAN STUDIOS

23rd February 2015 - AUSTRALIAN GYM MARKET TO REACH SATURATION WITHIN FIVE YEARS

30th June 2014 - ANYTIME FITNESS LAUNCHES FITNESS MEDIA BUSINESS

 

supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all

 

Pacific Attractions Pty Ltd

Pacific Attractions Pty Limited distributes a range of specialist products to amusement facilities, attractions, bowling centres, clubs, entertainment venue, events, FECs, theatres and theme parks.…

read more

Attractions / Entertainment / Marketing / Recreation / Technology

 
 

VLOCKER

Vlocker Pty Ltd has been designing, manufacturing, installing and servicing locker systems worldwide since 1995. Vlocker specialises in providing locker solutions to suit client requirements in…

read more

Aquatics / Attractions / Safety / Security / Venues

 
 

SENtag

Developed in Europe, this innovative system offers a safety management solution for swimming pools that checks individual swimmers via their wristband - monitoring their depth and time. Sensors…

read more

Aquatics / Hospitality / Safety / Technology / Waterparks

 
 

UNGERBOECK SOFTWARE

Ungerboeck is the world leader in end-to-end venue and event management software for event venues, conventions, exhibitions, conferences, associations, universities, stadia, arenas, destination…

read more

Access / Events / Finance / Hospitality / Legal

 
 

HOUSE OF TICKETS

House of Tickets is Australia and New Zealand's foremost print, ticketing and access solutions specialist, servicing more than 2,000 clients and producing in excess of 40 million per tickets a…

read more

Access / Entertainment / Technology / Ticketing / Venues

 
 

MAYTRONICS DOLPHIN

Maytronics is known throughout the world as the leading manufacturer and distributor of pool cleaners, primarily under the Dolphin Pool Cleaner brand. Dolphin is regarded as the premier robotic pool…

read more

Aquatics / Venues

 
 

Neptune Benson

Neptune Benson is a manufacturer of high quality water filtration and disinfection products for the recreational, industrial, and municipal water markets. With more than 20,000 installations…

read more

Aquatics / Design / Recreation

 
 

MYRTHA POOLS

Founded in 1961, Myrtha Pools® quickly became Italy’s première swimming pool company, and has since grown into one of the world's leading swimming pool construction…

read more

Aquatics / Design / Play / Waterparks / Wellness

 
 
 
 

get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business