AUSactive sets the pace: Strategic vision, membership overhaul, and new leadership for a healthier Australia
- Australian Fitness and Health
- Oct 1
- 5 min read
In a time of growing health challenges and rising demand for preventative solutions, Australia’s recognised peak body for exercise and active health is making major moves.
AUSactive has unveiled its ambitious 2025–2027 Strategic Plan, alongside a simplified and inclusive new membership model, positioning the organisation, and the sector, for a future of stronger professional standards, deeper government integration, and broader
community impact.
And with the announcement of Ken Griffin as its new Chief Executive Officer, AUSactive is signalling more than just a leadership transition. It’s the next chapter in a bold transformation.
The strategic vision: A healthier nation starts here
At the heart of the 2025–27 Strategic Plan is a clear goal: To have the exercise and active health industry formally recognised as a cornerstone of Australia’s preventative health system.
“This is about real, systemic change,” said Barrie Elvish, outgoing CEO of AUSactive.
“Our sector has a vital role to play in reducing the burden of chronic disease. This strategy is how we embed physical activity into the national health conversation, permanently.”
The plan centres on three foundational pillars:
1. Effective Advocacy
2. Fostering Professional Credibility
3. Delivering Valued Support to an Engaged Membership
Together, these pillars offer a clear roadmap for sustainable industry growth, improved standards, and stronger partnerships with healthcare stakeholders.
Pillar 1: Effective advocacy –elevating the industry’s voice
AUSactive is doubling down on its unique role as the only association in the sector with formal government recognition as the national peak body. This status gives it unparalleled access to decision-makers across federal, state, and local levels.
“Advocacy isn’t just something we do – it’s who we are,” said Emmett Williams, Chair of AUSactive. “We’re actively shaping the policies and programs that define the future of health in Australia.”
Key advocacy priorities include:
• Securing funding for a national Million Moves physical activity campaign.
• Advocating for tax incentives and vouchers to support participation.
• Driving public health awareness campaigns.
• Gaining state-level recognition as the peak body.
• Building a research library to support data - driven lobbying.
These initiatives aim to eliminate barriers to participation, especially for vulnerable populations, and ensure that physical activity is recognised, not just as recreation, but as essential health care.
Pillar 2: Fostering professional credibility – strengthening standards
AUSactive is taking a leading role in raising professional standards across the industry through reforms to education, registration, and service delivery frameworks.
“Fitness is evolving. So must our standards,” said Mr Elvish. “We’re moving beyond ‘qualified’ to ‘accredited, trusted, and evidence-based.’”
Actions under this pillar include:
• Transitioning from the CEC system to a modern CPD framework.
• Enhancing accreditation programs to raise the bar for quality
• Publishing best-practice guidelines for physical activity and exercise delivery.
• Developing new standards for emerging modalities like virtual training and hybrid models.
As the exclusive Australian member of ICREPs (International Confederation of Registers for Exercise Professionals), AUSactive also ensures global recognition of its members’ qualifications.
Pillar 3: Delivering valued support – enhancing the member experience
The third strategic pillar commits to providing greater value, benefits, and opportunities for AUSactive’s growing and diverse membership base.
“Our members are our mission,” said Mr Williams. “This plan is about giving them the recognition, resources, and rewards they deserve.”
Initiatives include:
• Expanding the National Awards Program to spotlight industry excellence.
• Building stronger partnerships with private health insurers.
• Improving communication and engagement with members and stakeholders.
• Creating new strategic industry alliances to unlock additional tools and opportunities.
By focusing on professional development and commercial value, AUSactive aims to help its members thrive in an evolving health landscape.
A simpler, smarter membership model
Complementing the Strategic Plan is a bold reimagining of AUSactive’s professional membership structure, which launched in July 2025. Gone is the previously complex, multi-layered system. In its place: a clear, inclusive, and flexible two-tiered model: Registered and Accredited.
“This is more than just streamlining. It’s about equity, access, and relevance,” said Mr Elvish. “We’re recognising the full diversity of our professionals, from personal trainers and Pilates instructors to group fitness leaders and clinical specialists.”
Registered members:
• Hold a nationally recognised qualification
• Maintain current First Aid/CPR
• Hold insurance
• No CPD requirement, though they may upgrade at any time
Accredited members:
• Meet all Registered requirements
• Complete 20 CPD points in a rolling two- year period
• Access additional tools, commercial benefits, and NDIS pathways
• May be eligible for private health insurance rebates for clients
The new CPD system replaces the outdated CEC model and reflects how professionals learn today through online courses, mentoring, workshops, and more. This rolling framework allows professionals to upskill at their own pace.
More opportunities for group exercise leaders
In a major shift, AUSactive will now formally recognise a range of training programs for the Group Exercise Leader (GEL) registration category, outside the traditional GEL skillset framework. This decision creates greater entry-point diversity, especially valuable for boutique fitness operators, community programs, and instructors in regional areas.
“We’re meeting people where they are,” said Mr Elvish. “This change opens doors for passionate professionals who may not have followed conventional pathways but still deliver safe, high-quality exercise experiences.”
Towards integration with the health system
Crucially, the Strategic Plan and membership reforms are designed not just for the fitness industry but for the wider healthcare system. With the rise of chronic disease, mental health challenges, and aged care needs, there is growing national momentum for preventative, community-based interventions.
“Exercise professionals are no longer just fitness providers,” said Mr Elvish. “They are vital contributors to Australia’s physical and mental wellbeing. Our strategy reflects that shift.”
By supporting professionals through evidence- based standards and stronger government recognition, AUSactive is laying the foundation for deeper integration into national health programs across sectors including NDIS, primary care, and public health.
New leadership for a new era
As it charts this bold new course, AUSactive has also announced a significant leadership change.
Ken Griffin has been appointed as the new Chief Executive Officer, taking the reins from Barrie Elvish, who will depart the role after almost seven transformative years.
Mr Griffin will formally commence on 27 October 2025, following a structured transition period with Mr Elvish to ensure strategic continuity. With more than two decades of leadership experience across healthcare, not-for-profit, pharmaceutical, beverage, and logistics sectors, Mr Griffin brings a strategic mindset and a strong background in government relations and communications.
He has held senior roles with GlaxoSmithKline, Hospira (now Pfizer), Linfox, and most recently served as CEO of the Australian Primary Health Care Nurses Association (APNA). Known for his passion for preventative health, Mr Griffin has worked closely with professional groups, patient advocates, and peak bodies, earning a reputation as a collaborative and visionary leader within the Australian health ecosystem.
“Ken’s appointment marks an exciting new chapter,” said Mr Williams. “He brings the insight and energy needed to take AUSactive – and the entire active health sector – to the next level.”
A sector on the rise
With its 2025–27 Strategic Plan in motion, a new membership model on the horizon, and a respected new CEO at the helm, AUSactive is positioning the exercise and active health industry for a future of influence, integration, and innovation.
Rather than waiting for change, the organisation is leading it, ensuring that movement becomes medicine, and that the professionals who deliver it are recognised, respected, and supported like never before.
As the nation looks to new solutions for old health challenges, AUSactive’s message is clear: The future of health is active and that future starts now.
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