AUSactive CEO Barrie Elvish Announces Retirement After Transformative Tenure
AUSactive has announced the retirement of its Chief Executive Officer, Barrie Elvish, who has served the organisation with distinction since January 2019.
Initially joining as Interim CEO for six months to address significant challenges, Barrie’s leadership and vision quickly proved invaluable, resulting in a tenure that transformed AUSactive into the dynamic, forward-focused organisation it is today.
Upon his arrival, Barrie was met with declining revenues, disengaged membership, excessive overheads, and a breakdown in trust between the Board and staff.
With an unwavering commitment to transparency and collaboration, he rapidly assessed the situation, rebuilt confidence among stakeholders, and spearheaded the development of a renewed strategic direction.
Throughout his time at the helm, Barrie demonstrated exceptional leadership—fostering a strong relationship with the Board, empowering the AUSactive team, and reinforcing financial sustainability.
AUSactive Deputy Chair, Jayne Blake, said Barrie’s contributions would leave a lasting legacy.
“Barrie’s leadership has been nothing short of transformative. He brought clarity and stability during a time of uncertainty and positioned AUSactive as a powerful advocate for the industry,” Ms Blake said.
“His ability to unite stakeholders, inspire progress, and lead with integrity will be felt for many years to come. On behalf of the Board, we thank him deeply for his service and wish him every success in the next chapter of his journey.
“His influence extended beyond the organisation, strengthening connections both nationally and internationally while earning the respect and trust of industry leaders.”
A key milestone under Barrie’s leadership was his pivotal role in driving constitutional reform, ensuring all membership categories—including small businesses and AUSReps—were fully represented at the Board level.
He also led AUSactive’s advocacy efforts, particularly during the COVID-19 pandemic, when he became a vital bridge between the fitness industry and government. His tireless efforts helped secure recognition of gyms as essential services in Queensland, reinforcing the critical role of physical activity in public health and wellbeing.
Recognising the need for a future-focused approach post-COVID, Barrie guided the organisation in redefining its strategic direction to emphasise preventative health and advocate for both mental and physical wellbeing.
His leadership was also instrumental in the successful rebranding of Fitness Australia to AUSactive, marking a significant evolution in the organisation’s purpose and reach.
Barrie’s impact on advocacy has been profound, with AUSactive’s presence in Canberra stronger than ever. His ability to navigate political landscapes, build trust with federal and state governments, and elevate the profile of AUSactive has firmly positioned the organisation as a leading voice in the health and fitness sector.
Among his many achievements, securing NDIS provider status and fostering relationships with health insurers and the broader healthcare industry stand out as a testament to his strategic acumen.
Barrie’s leadership style—defined by decisiveness, eloquence, and authenticity—has been fundamental to AUSactive’s success. Known for his ability to articulate complex issues with clarity, his passion for the industry, and his unwavering integrity, he has set a high benchmark for leadership in the sector.
As Barrie steps down, he leaves behind a legacy of resilience, innovation, and momentum. While his successor will undoubtedly have big shoes to fill, thanks to Barrie’s transformative leadership, AUSactive is well-positioned for continued growth and impact.
On behalf of the Board, staff, and members, AUSactive extends its deepest gratitude to Barrie for his outstanding service and contributions.
Justin is the Managing Director of Active Management, which he began January 2004. He offers coaching to businesses worldwide in everything from start up and design to marketing and sales systems. Justin also facilitates four Australian and New Zealand ‘fitness industry roundtables’ events, which allows him to see a huge cross section of business models.