Caitlin Bancroft is the Group Chief Brand and Marketing Officer at Collective Wellness Group, the powerhouse behind Anytime Fitness, Australia’s largest gym network.
With over two decades of experience spanning brand marketing, health and wellness, and franchising, Caitlin brings a unique blend of strategic acumen, creative excellence, and purpose-driven leadership. She began her career in advertising, working across iconic global brands including Nike and Diet Coke, before holding senior marketing roles at Blackmores, Revlon Cosmetics, and Vitaco Health. Driven by deep passion for holistic health, Caitlin is also a qualified naturopath – a reflection of her lifelong commitment to inspiring healthier lives.
Caitlin has led the transformation of the Anytime Fitness brand, championing inclusivity, innovation, and member impact. Her leadership through COVID-19 was instrumental in supporting franchisees and members through unprecedented challenges, all while fostering a high-performing team and achieving 100% engagement.
Beyond her executive role, Caitlin actively contributes to the marketing and fitness industries, mentoring emerging talent, judging national awards, and serving on advisory groups such as the Australian Centre for AI in Marketing Pioneers Circle. A graduate of the Australian Institute of Company Directors, Caitlin leads with curiosity, integrity, and a clear focus on delivering both strategic impact and sustainable growth.
