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“Back when I opened the first club in Victoria, many women I knew avoided going to the gym because they were intimidated by the sight of men lifting huge weights and deterred by the overpowering masculine ambience. Thankfully, Fernwood changed all that and women now havea place where they can feel comfortable, safe and supported to achieve their weight loss and fitness goals,” Diana explained.

While other women’s only gyms have emerged since Fernwood began, Diana explains how Fernwood is still leading the way and by offering women a home away from home with a focus on mind body and spirit. “Our group fitness classes offer wide variety and include Yoga and Pilates because we know how easy it is to get bored with the same routine. Personal Training and nutritional coaching also enables our members to really fast track their results with complete support from qualified staff,” she said.

A recent Newspoll survey revealed that 75 per cent of Australian women were motivated to lose weight so they could feel more confident and attractive, with only one in two women exercising for health reasons.

According to Fernwood Women’s Health Clubs Product Manager, Nic Linford says it comes at no surprise that the main motivation for women to exercise is simply to look good and feel confident.

“We all want to feel sexy and confident, and women develop an increase in self esteem and confidence as they begin to notice improvements in their body shape, fitness and strength. Being part of a supportive and non-judgemental environment like we have at Fernwood certainly helps women to feel less conscious, more foxy and ultimately more focused on achieving their goals,” she said.

Fernwood’s new ‘Find your inner fox' campaign aims to shift the focus from women feeling the pressures to lose weight to simply encouraging them to feel happy and confident in their own skin and embrace their inner fox.