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Transformative changes announced for NovoGroup’s leadership team

Transformative changes announced for NovoGroup’s leadership team
January 24, 2024

Transformative changes have been announced for NovoGroup’s executive team structure - setting the stage for the group's next phase of growth, innovation and diversification across burgeoning markets.

NovoGroup is an innovative consortium providing best in class solutions to the fitness, wellness and activity markets encompassing NovoFit, NovoActive, NovoWellness and NovoDigital.

Tim Horskins will ascend to the position of Chief Executive of NovoGroup, spearheading overarching strategic initiatives and synergies across subsidiary entities.

Barry McDonald assumes the pivotal role of Chief Executive of NovoFit, steering the brand's trajectory towards pioneering solutions in fitness and recovery markets, complimented by expanded offerings in wellness, virtual and digital realms.

The NovoFit executive team, fortified by adept and experienced industry professionals are poised to harness their collective expertise and drive innovation across diverse domains, ensuring NovoGroup remains at the forefront of industry evolution. The team includes:

  • Daniel Waide - COO responsible for sales,
  • Adam Lewit - Commercial Director focused on business development and overseeing supplier relationships,
  • Corey Eames-Mayer - Head of Operations and driving the growth of wellness solutions,
  • Christine Morris - National Procurement Manager, and
  • Zoe Zhang - Finance Manager
  • Mark Mills, Chief Executive of NovoActive will continue to drive the strong growth of NovoActive as it expands its gymnastics, dance, cheerleading and stadium solutions.

Vision and Mission
NovoGroup describes its vision as being “encapsulated by its mission to be the most trusted partner in the activity, fitness, and wellness industry, and underpinned by a resolute commitment to innovation, empowerment, and performance excellence. Our vision of sculpting a future where every individual achieves their personal best resonates with our mission to foster trust, inspire change, and deliver best-in-class solutions that endure and empower.”

Market Expansion
In alignment with their mission and vision, NovoGroup is expanding its footprint beyond core businesses, embracing new horizons in recovery, wellness, digital, and virtual solutions. This strategic expansion underscores their commitment to catering to an evolving target market, crafting holistic solutions that transcend conventional boundaries and redefine industry benchmarks and operational excellence.

Click here  to contact NovoFit through their entry in Australasian Leisure Management Supplier Directory.

Fore more information on NovoActive go to

Image top: NovoFit provides a range of world-class-brands including Precor; image above: NovoActive are the official gymnastics supplier of the Taishan brand in Australia, exclusive supplier to BkKids and specialists in custom gymnastics club fitouts.

Related Articles

16th November 2023 - Exclusive partnership announced between Wexer and Australian distributor Novofit

19th June 2023 - NovoFit marks 11 years supporting Very Special Kids fundraising events

16th August 2021 - Novofit introduces newest product in Power Plate’s targeted vibration product line

30th September 2020 - NovoFit joins global distributor network for Eleiko weights brand

24th March 2020 - NovoFit advises of its Coronavirus response

21st June 2019 - NovoFit and Precor join forces to expand Australian market coverage

13th June 2019 - NovoFit adds VertiMax products to exclusive distribution portfolio

11th September 2018 - NovoFit announced as new exclusive distributor for popular Wattbike

3rd July 2018 - NovoFit announces distribution deal with Ecore Athletic Flooring

23rd May 2018 - NovoFit backs 2018 Very Special Kids foundation treadmill challenge

28th April 2017 - The Fitness Generation and Summit Fitness Equipment combine to form NovoFit

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