Sisters of Strength Reshaping Newcastle's Fitness Scene
INTERVIEW LIANE MORRIS | IMAGE SOURCE URTH FITNESS
Urth Fitness is a leader in the gym industry in Newcastle, delivering on a philosophy of affordable fitness and well-being for all. Co-directed by sisters Gjenae and Montana Rosekelly, we caught up with these two dynamic women in business to learn more about what makes them so successful.
Intouch: What do you do?
Montana: I’ve been Director of Operations for Urth Fitness (previously Planet Fitness) for seven years. Both Gjenae and I worked in the gym as we were growing up, working in reception and learning the business from the age of 14.
Gjenae: I have a degree in media and communications and worked in marketing, PR and social media overseas, returning to our business in 2020 when I took over facilities management. I am now the Creative Director.
What has been your journey thus far?
Montana: We grew up around the clubs. The idea of the gym as a family and community was deeply embedded in us. We always felt safe, welcome, taken care of, nurtured and supported, and we try to bring that same feeling to everyone who walks through the doors today. Working with Gjenae is a natural progression of playing to our individual strengths. We collaborate very effectively, and the business is naturally evolving with more advanced tech and industry changes.
Gjenae: I was quite literally born into this business- I was in my mum's belly when the first gym opened! We then both grew up together socially within the gym community. Through this we learnt from a young age how to help people and support them. I then managed the rebrand from Planet Fitness to Urth Fitness, which included renovations in all our clubs with new equipment, plus the upgrade of spas. We're now building on that brand and celebrating 30 years as a business.
Why is your chosen industry your passion?
Montana: The industry has grown wonderfully to provide more than just classes for gym bunnies and heavy weights for gym bros. I love that it’s welcoming to everyone at every level and that it's constantly changing and striving to be better. It’s not just a place for wealthy, fit, good-looking people anymore, which is what I think the cult of gym and fitness used to be. So, I'm very proud of that side of the industry.
Gjenae: We’ve witnessed a beautiful transition within the industry with a new focus on wellness, well-being and recovery. We’ve been pioneers of that here in Newcastle. We opened our spas well ahead of other facilities, for example, and kept our rates affordable. The other thing I love about what I do is the social connection – the physical and social combined. This is a place where people come with their friends, family, and partners. It's really special to be part of that.
What are your achievements?
Montana: There is a subtle but powerful sense of achievement in seeing our members truly enjoy our gyms, with the greatest of thanks to the exceptional Urth Fitness staff who encourage those members every day. We are so proud of the teams and have such expansive confidence in them. Moreover, Urth Fitness was a finalist in Aus Active's 2024 Independent Business of the Year awards, alongside only eight other gyms nationwide. That level of recognition next to the top fitness clubs in Australia humbles me and ignites our dedication to bringing wellness and joy to more Novocastrians.
Gjenae: I am proud to have been the head creative leader of the Urth Fitness re-brand in 2022. There are too many people to thank who were also a part of it, but I led and coordinated every aspect, from the designs, marketing, PR, and website overhaul to the new paint colours. It was rewarding to see how much the community embraced it. Our greatest achievements will also always be the impacts (no matter how small) we make on the lives of the community. When I hear of a 75-yearold lady who joined the gym this year in her first-ever membership because she finally felt comfortable enough to walk into a gym, it warms my heart.
Words of wisdom?
Montana: The search for perfect balance is one that feels like an endless, uphill Sisyphean task. Dedicated time for stillness, absent of little goals set or achievements to accomplish (which often come disguised as "self-care") is important for mind and body replenishment work. We rarely find ourselves without stimulus, action lists, or active minds, so my wisdom is to find your place of quiet calm with no distractions or expectations and see how long you can unwind into that meditative, specifically non-productive mental repose. It can be quite challenging.
Gjenae: In order to be your best in the workplace, you have to be at peace with and enjoy your life outside of work. I never want my employees to put their jobs above their life outside of it. Prioritise what brings you joy every day, take your annual leave, take rest days, listen to your body and mind, and ensure you are living a fulfilled life outside of work hours so you can show up the best version of yourself.
Outside of work?
Montana: I like to work with a blended approach of wellness, relaxation, and time with loved ones in my personal time. During the week, I keep up my health goals with Pilates and strength training, and I spend weekends with my partner reading and enjoying the beach. And maybe a cheeky Thai takeout.
Gjenae: Outside of work I prioritise my own personal fitness goals of running long distance and strength training to keep my mental health in check. I reset by being in nature, hiking, camping, and spending quality time with friends, often with a nice glass of wine in hand (life’s about balance)!
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