Fernwood Fitness founder Diana Williams. Source: supplied.

My Biggest Mistake
Larissa Ham

My biggest mistake: Diana Williams, founder of Fernwood Fitness

Larissa Ham
4 minute Read

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.

Subscribe to keep reading

Get unlimited access at half the price. Election sale now on.
Learn more
Already a Plus member?


SmartCompany Plus

Sign in

To connect a sign in method the email must match the one on your SmartCompany Plus account.
Or use your email
Forgot your password?

Want some assistance?

Contact us on: support@smartcompany.com.au or call the hotline: +61 (03) 8623 9900.