Fitness Playground appoints new chief growth officer

Former senior marketer for Open Colleges, Luxottica, Hireup and eddy joins gym chain as growth chief

Gym chain, Fitness Playground, has brought on former mixed category marketer, Nick Coulman, as its new chief growth officer.

The appointment comes as the fitness and wellness company kicks off a multi-million-dollar renovations in two of its gyms, as well as sets up to open new locations in 2023. The group has also been named Multiservice Business of the Year by industry body, AUSactive.

Coulman boasts of experience leading marketing and sales at a range of rapid-growing Australian companies, including disability support platform, Hireup, online education provider, Open Colleges, and Up Education’s edtech startup, eddy. He has also worked in senior marketing roles at premium eyewear company, Luxottica, and legal platform, LexisNexis, in the US, where he lived before moving to Australia seven years ago.

“Since moving to Australia, my passion has been working at purpose-led startups and scale-ups, focusing on driving sustainable growth,” Coulman said. “My forte is looking at the whole experience and finding ways to inject growth, through better user experiences, brand-building and unlocking commercial opportunities.”

Nick CoulmanCredit: Fitness Playground
Nick Coulman

Coulman described the new role at Fitness Playground as involving “a little bit of everything”. “Right now, Fitness Playground is at a pivoting point,” he continued.

“There’s a great model, so it’s about harnessing what really works in that model – harnessing all the amazing people and what they bring to the table – then figuring out what’s going to help us build the company into the future as we scale.”

Fitness Playground opened its first location in the Sydney suburb of Surry Hills. It now has five locations across Sydney and Darwin. Coulman said he’s excited about working in the industry.

“Fitness and wellness is a huge space and it’s growing rapidly. Australians love their fitness. It’s been one of my favourite things about moving here – everybody’s always outside, getting in exercise over lunch or in the morning. It really is part of the lifestyle,” he said. “It’s amazing to see Fitness Playground taking all that Australians love about fitness and building one place where everyone can come in and do something unique. I think we’re well-placed to do a lot of innovative, unique stuff in this market, then bring that into other markets in the future as well. We have plans for new locations that will blow people’s minds. So watch out.”

In joining the group, Coulman said he was delighted by the onboarding experience and company culture.

“How many companies can you say that, as part of your onboarding, you get to do personal training sessions? And a bunch of different, unique classes,” he said. “The culture here is really something special and it’s just a cool brand and product to get involved with.”

Coulman said with the business in a solid position, his plans to drive growth are ultimately about making it better and taking things to the next level as Fitness Playground scales.

“The brand has solid foundations; people love it. And there are a lot of opportunities to make it even bigger and better in the future,” he added.

Don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here.  

You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page


Join the newsletter!


Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts



CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...


The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Great Sharing thoughts.It is really helps to define marketing strategies. After all good digital marketing plan leads to brand awareness...

Paul F

Driving digital marketing effectiveness

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in