About BeWell Brands

Since joining the Jetts leadership team in December 2019, Cheryl has helped guide the business through significant change, including COVID disruption, the 2022 management buyout from Fitness & Lifestyle Group, and the evolution of Jetts from a single-brand fitness franchisor into the broader BeWell Brands platform.

Cheryl operates at the intersection of strategy, finance, governance and enterprise value. Her role brings together financial discipline, risk management, legal oversight, commercial analysis, scalable systems and board reporting to support sustainable growth across BeWell Brands, Jetts Fitness and emerging wellness partnerships.

A KPMG-trained finance professional, Cheryl's career has included senior executive and advisory roles across public practice, telecommunications, local government, health, financial services, tourism and franchising, often in complex, regulated and multi-stakeholder environments.

Cheryl is a Fellow of the Institute of Chartered Accountants in England and Wales, GAICD, a former Australian CFO Awards finalist, and a Director of Coast2Bay Housing Group, a Tier 1 community housing provider.

Now at BeWell Brands, the parent company of Jetts Australia, Tim leads the international expansion of Jetts and spearheads the acquisition of new fitness brands into the BeWell portfolio. His expertise in scaling businesses, strategic growth, and franchise development continues to shape the global success of Jetts and strengthen BeWell Brands' position as a leader in the fitness industry.

Currently serving as Chief Customer Officer at BeWell Brands Australia, he leads customer, technology, and cybersecurity strategy while advising on innovation at the intersection of access, experience, and platform design. Previously, Eddie held senior product and digital leadership roles with Fitness & Lifestyle Group, GO Health Clubs, and Virgin Active, where he delivered enterprise-scale solutions and customer-centric platforms.

Passionate about meaningful product-led change, Eddie excels at aligning business vision with human-centred digital strategies that simplify, personalise, and elevate the customer journey.

With more than 16 years of experience in the fitness and franchising industry, Bianca has helped build and evolve Jetts from a grassroots Australian start-up into a globally recognised brand. Her leadership brings together creativity, strategy, and commercial focus, connecting vision, systems, and storytelling to create brands that thrive locally and scale internationally.

A passionate leader who believes that strong brands are built on trust, creativity, and collaboration, Bianca focuses on developing teams and partnerships that turn purpose into performance. Her work continues to shape BeWell Brands' expansion and influence across Australia and beyond.