AIF In The Media

AIF CEO Transition

Nov 21, 2023  |  Published by AIF

Today marks a pivotal moment in the history of the Australian Institute of Fitness (AIF) as we announce a transition in our CEO leadership.

On Monday 30th October 2023, the Australian Institute of Fitness CEO Steve Pettit announced his resignation with his final day being the 22nd of December 2023. After fifteen years with the longest-established fitness training organisation in Australia, including seven years as the National CEO Steve will depart with our very best wishes.

Pettit noted, “Following fifteen incredible years with AIF, I have made the decision to move on in my career. Over the years I’ve been lucky enough to work with some amazing people on our team, our Board and in our industry. Thank you to everyone who has contributed to our success.

Our shared mission is creating Warriors for the global fight against sedentary lifestyles, and there could be no greater satisfaction in departing the AIF knowing that collectively we have positively influenced the careers, health and wellness of tens of thousands of fitness professionals. 

I know that our new CEO, Nouri Groom will lead with passion and focus, I’ll be cheering from the sidelines!”

Commenting on Steve’s resignation, AIF Chairman Russ Creagh noted, 

“Over the course of Steve’s tenure, he has played a pivotal role in advancing the growth and evolution of AIF. His leadership was instrumental in the success of transitioning AIF to a centralised structure, optimising operational excellence and efficiency. Under his guidance, AIF has focussed on ensuring our students achieve the best possible career outcomes by digitising the education experience through data-informed instructional design and creating a personalised learning environment that can be delivered anywhere, anytime. 

Other achievements include leading the AIF through the COVID pandemic, the strategic acquisition of the Australian Fitness Network, rebranding AIF and the launch of the ongoing fitness education subscription platform Network. Steve’s strategic vision and leadership have significantly contributed to positioning AIF as a forward-thinking and adaptive entity in the ever-evolving landscape of fitness education and professional development.”

The conclusion of one journey signals the commencement of another. As such, AIF is delighted to announce the promotion of Nouri Groom, former Head of Finance and Administration, to the role of AIF CEO, effective as of November 20, 2023.

Commenting on Nouri’s appointment as CEO, AIF Chairman Russ Creagh noted, 

“I welcome Nouri Groom as our new CEO. In his four years with AIF, Nouri has demonstrated substantial capabilities beyond just being Head of Finance and Administration. He has shown considerable insight and vision for AIF operationally and strategically. He brings great energy and passion to the role and has complete alignment with AIF’s mission of creating warriors for the global fight against sedentary lifestyles. Importantly, he understands the dynamic nature of the future, where artificial intelligence (AI), gamification, and the evolution of the learning environment will continue to evolve at pace. AIF couldn’t be in better hands to ensure that its education and training remain at the forefront of innovation and best practice in the industry.”

Nouri Groom stated “As I step into the CEO role, I acknowledge the solid foundation Steve established. Eager to enhance this legacy, I’m aligned with our mission and passion for active living and innovation. I look forward to the journey, confident that our team’s efforts will drive us towards unmatched success and a significant impact in fitness education.”

The AIF community expresses its deepest appreciation for Steve Pettit’s leadership and wishes him the very best in his future endeavours. Simultaneously, we extend our congratulations to Nouri Groom on his well-deserved promotion and look forward to a continued legacy of success under his leadership.



The Australian Institute of Fitness

The Australian Institute of Fitness (AIF) is the largest and longest established fitness training organisation in Australia, with dynamic training methods and expert course coaches nationwide – spanning fitness, massage and nutrition. The AIF qualifies more fitness professionals than any other provider in Australia, as well as offering a broad range of continuing education courses (CEC), upskilling resources and partnership programs for existing industry.

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