Collective Wellness Group names Nicole Noye as CEO

By Sarah Stowe | 16 Jun 2020 View comments

Collective Wellness Group has appointed Nicole Noye as CEO.

Noye was previously CEO for the Ardent Bowling & Entertainment Division. In this role she led a multi-pronged strategy to create a more customer-focused organisation, acquire and open Kingpin and Playtime venues, refurbish and/or divest non-profitable AMF centres, resulting in a successful sale for $160m.

As chief experience officer for Ardent, Noye was appointed interim CEO for Dreamworld, White Water World and Skypoint for five months after the tragic events and subsequent coronial inquiry in 2018.

Noye was previously CEO at BB Retail for the BrasNThings and Diva divisions, and GM for Goldmark and Angus & Coote.

The new CEO takes up the top spot on 25 June 2020, and will lead a refined Collective Wellness Group (CWG).

In April CWG  parted ways with its speedy fitness brand Orangetheory Fitness. The US-based Orangetheory Fitness global corporate team will directly lead the Australian business, as master franchisee.

Today CWG comprises 24/7 gym business Anytime Fitness and the ballet-based XTEND Barre, with 530 franchise locations and 570,000 members nationally.

During the COVID-19 period, CWG introduced digital fitness solutions for Anytime Fitness and Xtend Barre. The development of a  stronger omni-channel experiences for members will be an ongoing focus for the business.

As clubs and studios across the country continue to reopen from the COVID-19 temporary closures, Noye’s appointment is perfectly timed to lead the two brands’ strategies.

CWG co-founder and chairman Justin McDonell said Noyes is the perfect fit for the role and the 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,” he said

“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 said “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.”