Fitness industry stalwarts join forces to bring new women-centric business event to Sydney

Today, Morfus opened registration for its inaugural event, the FUEL Women’s Fitness Business Summit, which will be held over two days, July 25 & 26, in Sydney. The event marks the first collaboration between fit technology entrepreneur and Morfus founder, Deborah Goldberg, and industry event and education specialist, and co-director of Integral | Aerial. Movement. Society, Alisha Smith.

FUEL features industry observer and catalyst, Emma Barry, who kicks off the event with ‘FIRESTARTER’, an exclusive group mentoring day that is limited to just 30 attendees. A former director for luxury-lifestyle brand, Equinox, and founding member of group fitness juggernaut, Les Mills International, Barry will coach delegates through strategies to get crystal clear on what’s important to them and then take action on business, career and life goals.

Of her involvement as headline presenter, Barry said:

“The women in Australian fitness have been bereft of business forums that satisfy all their needs as business women as well as their other careers as a mum, partner, ass-kicker, fundraiser and occasionally, aerialist. So, when Deb and Alisha pitched me FUEL I said YAAAAAASSSS before they had even finished their deck. It’s is a gloriously multi-dimensional event that’s devoted to self-clarity and business-basics. The soft with the hard, the yin with the yang, and a jolly good prosecco thrown in at exactly the right time.”

Day 2 is summit day, and brings to the stage a host of domestic talent such as Jacinta McDonell (The Humankind Project, and formerly, Anytime Fitness) and Brittany Bennett (founder of

Bennett PR and Fittopia Media Hub), as they share the latest insights from the fields of PR, networking, leadership, entrepreneurship, digital marketing and more.

“We’re providing a platform for the women of our industry to come together and learn from leaders within the field – to learn how they’ve achieved the incredible things they have, how they’ve created huge impact for the people they reach, and how they’ve ultimately developed the self-belief to go after everything they dream of. Everyone we talk to, men and women alike, at all levels of our industry, reflect back to us that there’s a real need for this summit, and we’re so excited to share it,” said Goldberg.

For more information on the FUEL Women’s Fitness Business Summit, head to