New Australian franchisor, BeWell Brands, has entered into a joint venture partnership with Fitesque, a licensed burlesque-fitness programme.

This is the second collaboration for the new wellbeing franchising group created by Jetts Fitness. It launched in September with the announcement of a partnership with New Zealand recovery concept, O-Studios.

The burlesque movement in Australia is experiencing strong year-on-year growth and represents a vibrant and inclusive culture. Fitesque was founded in 2019 by Melony and Mark Cherrett, and is a joyful workout that blends high-energy fitness with the artistry of burlesque, offering confidence-building dance programmes.

Elaine Jobson, CEO and managing director of BeWell Brands, said the partnership reflects the company’s commitment to nurturing innovative and accessible wellness concepts with strong community impact.

“Fitesque is an inspiring example of what happens when creativity meets wellness. Melony and Mark have built something truly special and created an empowering programme that celebrates individuality, inclusivity and fun,” she says. “We’re thrilled to support Fitesque’s next stage of growth and bring its unique approach to fitness to more people.”

Melony Cherrett says this partnership will help Fitesque reach a larger audience: “At its heart, Fitesque is about empowerment, helping people express themselves boldly, move joyfully and feel confident in their own skin. Partnering with BeWell Brands allows us to scale that vision and reach a wider audience, while staying true to our creative and community-driven roots.”

At last week’s HCM Summit, Angela Rippon talked about Let’s Dance, her campaign to get dance onto the timetable of all gyms and health clubs. She presented evidence of the health benefits, but most of all emphasised the fun of dancing.

Elaine Jobson writes in this month’s HCM about her shock cancer diagnosis and how she went about breaking the news to her team and reassuring them she was still their leader. Sign up here for a free digital subscription.