Di Williams – The Power of Marketing to a Niche

30 years ago Di Williams discovered weight training and its benefits. Back then, in her words men lifted weights and women did aerobics.

Not long after, Di opened her first Fernwood Fitness, a female only gym in the outskirts of Bendigo in regional Victoria.

Today Fernwood is a booming franchise network with over 70 gyms across Australia.

In this interview Di talks about the highs and lows of the Fernwood journey including what she’s learnt about franchising and more importantly what she’s learned about niche marketing.

To learn more about Fernwood go to fernwoodfitness.com.au