BeWell Brands Announces Second Joint Venture Partnership with Fitesque
Strategic alliance expands BeWell’s footprint into the creative fitness sector with Australia’s leading burlesque-inspired fitness program.
BeWell Brands today announced its second joint venture partnership, this time with Fitesque, a licensed burlesque-fitness program dedicated to empowering individuals through confidence, creativity, and movement.
The collaboration marks another milestone in BeWell Brands’ growth journey, following the successful launch of its first joint venture with O-Studios in September.
Founded in 2019 by Melony and Mark Cherrett, Fitesque blends the artistry of burlesque with high-energy fitness to create an inclusive, empowering, and joyful workout experience.
What began as a complimentary online extension of Choo La La – Melony’s renowned burlesque fusion school – has evolved into a scalable, licensable fitness solution.
Through this partnership, Fitesque will expand its reach, enabling fitness instructors, studios, and gyms across Australia and beyond to deliver its signature confidence-building dance programs.
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 program that celebrates individuality, inclusivity and fun,” Ms Jobson said.
“We’re thrilled to support Fitesque’s next stage of growth and bring its unique approach to fitness to more people.”
Melony Cherrett, Founder of Fitesque, said the partnership with BeWell Brands represents a natural next step in the evolution of the brand.
“At its heart, Fitesque is about empowerment, helping people express themselves boldly, move joyfully and feel confident in their own skin,” Ms Cherrett said.
“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.”
The burlesque movement in Australia has experienced significant momentum over the past two decades, evolving from a niche art form into a thriving creative industry and recreational activity embraced by people of all backgrounds. With strong year-on-year growth, the sector represents a vibrant and inclusive culture – one that Fitesque is uniquely positioned to bring to the fitness mainstream.
This new joint venture builds on BeWell Brands’ strategy of identifying and supporting emerging wellness concepts with high growth potential, further strengthening its position as a leader in scalable, experience-driven health and fitness ventures.
About BeWell Brands
BeWell Brands is a dynamic franchise house dedicated to building and scaling exceptional health, wellness, and fitness brands. It provides a strategic foundation for franchise partners, offering expert support, operational excellence, and growth-focused resources. With a commitment to innovation and community, BeWell Brands empowers entrepreneurs to thrive while delivering world-class wellness experiences.
About Fitesque
Fitesque is a licensed burlesque-fitness program founded in 2019 by Melony and Mark Cherrett. Combining the artistry of burlesque with dynamic fitness training, Fitesque empowers individuals to embrace confidence, creativity, and self-expression through movement. The program is available for licensing to instructors, gyms, and studios seeking to deliver an inclusive and energizing fitness experience.
For media enquiries, please contact: [email protected]
For more information, please visit www.bewellbrands.com.au or www.fitesque.com
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.