Collective Wellness Group appoints Nicole Noye as Chief Executive

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