Tony de Leede, Wellness Expert and Serial Entrepreneur
The Fitness Sensation Setting Course on an Innovative Co-Working Concept
Tony de Leede is the definition of a serial entrepreneur. He launched his first business, a stamp trading company when he was twelve and hasn’t stopped since, taking the fitness world by storm with Australian Body Works in the ‘80s and 90s and a new wave of wellness retreats in Bali come the 2000s. In May of 2024, he opened his most recent endeavor, Wello Works, with his daughter, Nicole Harmon, in Buckhead. Wello Works combines co-working with on site micro wellness amenities such as meditation, yoga, massage chairs and more. He has even filed the term Wello—a 5-10 minute wellness break designed to reset, refresh or recharge—with the Oxford English Dictionary.
What is the hardest part of starting and growing a business?
Deciding to leap. There are so many people who don’t start businesses out of fear. If you’re not living on the edge, you’re taking up too much space. When you have an idea, you just have to have the fortitude and the confidence to start now. You just have to go.
You’ve been on the cutting edge of wellness for most of your career. How do you stay ahead of the curve?
I’ve opened many health clubs. In 1981, I opened a business called Australian Bodyworks in Atlanta, and at the time, our unique selling position was our group exercise. We continued to do that for 19 years before I sold to LA Fitness. We continually evolved our product, our group exercise by having consistency, convenience and community.
Tell us about Wello Works, your latest concept.
The club is where you can come in and work. The coffee, sparkling water, and ice water are all free. But in addition to that, we also have wellness amenities. One of our biggest core values is you need to take a break during the day. We developed what we call the Wello, or a wellness break. We do that with wellness pods, breathing and meditation chairs, stretching, yoga, pilates—whatever it is you like and we deliver it in small bites. We are not a fitness center. A lot of people will still go and do their one hour of cardio work or strength training in one of the thousands of fitness centers that are out there, but we believe incorporating wellness breaks into your daily routine is very beneficial for you.
