Boas Over Burpees: How Burlesque-Inspired Fitness is Redefining Wellness

Burlesque has long lived in the shadows of nightlife and stage performance — feather boas, corsets and cabaret glamour tucked behind velvet curtains. 

But a new wave of women are reclaiming it, not as performance for others, but as movement for themselves.

At a time when many are walking away from punishment-based fitness and rigid wellness culture, one Australian entrepreneur is betting that confidence, creativity and community may be the future of group exercise.

Enter Mel Cherrett — former professional dancer, cruise ship dance captain, author, documentary producer and mother of two — who is turning burlesque-inspired movement into one of the wellness industry’s most unexpected growth categories.

Her latest concept, Fitesque, has already caught the attention of BeWell Brands, the group behind Jetts Fitness, with plans now underway to scale the concept nationally and internationally.

BOAS OVER BURPEES

The tagline says everything: boas over burpees.

Fitesque is a burlesque-inspired fitness licensing platform designed for instructors and individuals wanting to offer something distinctly different to the traditional gym floor experience.

Think playful choreography fused with cardio, strength and expressive movement. Less intimidating than a dance school, less aggressive than bootcamp culture, and intentionally built around joy, confidence and self-expression.

Participants aren’t training for stage shows or perfect technique. They’re showing up for movement that feels liberating, social and genuinely fun.

And perhaps that’s exactly why it’s resonating.

The wellness industry has spent the better part of a decade obsessed with optimisation — tracking metrics, biohacking routines and high-performance everything. But increasingly, consumers are searching for wellness experiences that feel emotionally rewarding, not just physically demanding.

Fitesque taps directly into that shift.

“Women loved the confidence and empowerment that came through burlesque-inspired movement,” says Cherrett. “But many didn’t necessarily want to perform. They wanted the feeling of freedom, confidence and connection — without the pressure.”

FROM STAGE PERFORMER TO COMMUNITY BUILDER

Cherrett’s own story reads more like a creative memoir than a traditional founder journey.

After performing professionally across the UK, Europe and South America, she returned to Australia and launched Choo La La Burlesque Fusion — a community-focused dance movement designed to help people tap into their confidence and deliver a show! 

The concept quickly evolved into a multi-award-winning community. Later came Unleash, a documentary executive-produced by Cherrett exploring the transformative power of burlesque, movement and female connection, which screened on SBS and Amazon Prime across Australia and the UK.

But through building Choo La La, Cherrett noticed something bigger unfolding.

Women weren’t simply craving fitness. They were craving permission — to take up space, to move differently, to reconnect with sensuality, creativity and confidence in a way that felt safe and welcoming.

That insight became the foundation of Fitesque.

THE RISE OF EMOTION-LED FITNESS

The timing may be perfect.

Globally, fitness is shifting away from aesthetics and punishment towards emotional wellbeing, nervous system regulation and social connection. Wellness consumers are increasingly drawn to experiences that support mental health as much as physical health — whether through contrast therapy, community-based wellness clubs, dance movement or ritual-led experiences.

Fitesque sits at the intersection of several growing trends:
• confidence-based wellness
• creator-led businesses
• community fitness
• women’s empowerment through movement
• flexible side-hustle models

For instructors and fitness professionals, the business model is equally compelling.

Rather than building a concept from scratch, Fitesque licensees receive choreography, music, branding, instructor education and ongoing support, allowing them to launch classes within their community. 

In many ways, it reflects the rise of the creator economy within wellness — where personality, connection and experience now hold as much value as qualifications and programming.

WELLNESS THAT DOESN’T TAKE ITSELF TOO SERIOUSLY

Perhaps the biggest appeal of Fitesque is that it gives people something the modern wellness world has increasingly lost: permission to play.

There is humour in it. Glamour in it. Nostalgia in it.

And in an industry often dominated by discipline, optimisation and self-improvement, that lightness feels surprisingly refreshing.

Because sometimes wellness isn’t about pushing harder.

Sometimes it’s about putting on a feather boa, laughing with strangers, moving your body — and leaving feeling just a little more like yourself.

SIDEBAR: BURLESQUE — FROM CABARET CULTURE TO MAINSTREAM MOVEMENT

Burlesque originated in 19th-century Europe as a theatrical form of satire, comedy and exaggerated performance. By the early 1900s, it had evolved into the glamorous cabaret-style entertainment associated with elaborate costumes, feather fans and theatrical striptease.

Icons such as Dita Von Teese later helped revive modern burlesque culture, transforming it into a celebration of femininity, artistry and body confidence rather than purely adult entertainment.

Over the past decade, burlesque-inspired movement has increasingly crossed into mainstream wellness and fitness culture. Dance-based confidence classes, sensual movement workshops and empowerment-focused fitness experiences have emerged globally, particularly among women seeking alternatives to traditional gym culture.

Part of the appeal lies in the psychology of expressive movement itself. Research continues to show that dance can positively influence mood, confidence, stress regulation and social connection — while also providing cardiovascular and cognitive benefits.

Unlike performance-driven fitness, burlesque-inspired movement often prioritises emotional experience over physical perfection. It creates space for playfulness, self-expression and confidence-building, regardless of age, size or dance ability.

And in a wellness landscape increasingly centred on nervous system health and human connection, that emotional component may be exactly why movement styles like this are moving into the mainstream.

IN CONVERSATION WITH MEL CHERRETT

1. You’ve gone from professional performer to entrepreneur and community builder — was there a defining moment where you realised this movement was about far more than dance?

Absolutely. It was the moment I realised people weren’t just connecting to the movement—they were connecting to the storytelling, the relatability, and the way fitness could be expressed beyond traditional formats. When people could see parts of themselves reflected in what we were creating, that’s when the shift happened. It became less about perfecting steps or just getting a workout in, and more about expressing real emotions, experiences, and identity through movement. That’s when I knew this was about far more than dance or fitness—it was about connection and being seen.

2. Why do you think traditional fitness culture has stopped resonating for so many women?

I think the fitness world has evolved into the wellness world. People are no longer looking for one way to move—they want variety, they want to mix it up, and most importantly, they want to enjoy it. Fitesque brings that playful, fun side into fitness. It gives people permission to move in a way that feels good, not just follow a formula.

3. Fitesque blends fitness with confidence and self-expression. Have you noticed emotional or mental shifts in participants beyond physical fitness?

Every day! Beyond the physical, the biggest shifts are in confidence and self-expression. People start to carry themselves differently, speak with more certainty, and feel more comfortable in their own skin. It becomes a space where they reconnect with themselves, and that impact goes far beyond the class.

4. Burlesque can still carry misconceptions. How do you reframe it for women who may initially feel intimidated or unsure?

We reframe it as a form of empowerment and self-expression. It’s not about revealing skin—it’s about unleashing an alter ego or an amplified version of yourself. There’s no one way to show up. It’s playful, it’s powerful, and it meets people exactly where they are. Once they experience that, the fear quickly turns into confidence.

5. What does the partnership with BeWell Brands mean for the future of Fitesque?

I’m so grateful to be a part of such an aligned partnership. BeWell Brands brings a depth of knowledge in the wellness space, and we share strong cultural values around connection, empowerment, and holistic wellbeing. Together, it allows us to grow Fitesque in a way that’s both strategic and meaningful—reaching more people while staying true to the experience and community that makes it so powerful.

6. Do you see expressive movement becoming a bigger part of mainstream wellness over the next five years?

Definitely. People are craving more variety in how they move, but also more real, in-person connection. As our work and personal lives become increasingly digital, there’s a growing need to reconnect face-to-face. Expressive movement offers both—it’s varied, it’s engaging, and it brings people together in a way that feels human again.

7. The phrase “boas over burpees” feels symbolic of a wider cultural shift. What do you think women are really searching for in wellness right now?

When was the last time you truly laughed out loud and played—no pressure, no expectations, just pure fun?

As kids, we live in that space naturally. We’re curious, carefree, willing to try anything without overthinking it. But somewhere along the way, life gets serious. Responsibilities build, routines take over, and movement can start to feel like just another thing we have to do.

That’s exactly why Fitesque exists.

Fitesque creates a space where you can let go—where you’re invited to laugh, move, and reconnect with that playful version of yourself. It’s a break from the noise, the pressure, and the everyday stresses that come with adult life. No judgement, no perfection—just permission to enjoy the moment.

Because the truth is, people aren’t just looking for another workout anymore. They’re searching for joy, connection, and something that actually feels sustainable. That’s where “boas over burpees” comes in.

It’s about shifting away from rigid, repetitive fitness and into something expressive, engaging, and genuinely fun. A space where you don’t just push through—you want to show up.

8. What advice would you give someone considering turning their passion or creative skill into a wellness-based business or side hustle?

Back yourself and start, even if it’s not perfect. If it’s something you genuinely love, people will feel that. Stay connected to why you started and the impact you want to create. And most importantly, surround yourself with an incredible team—people who can amplify your vision and support you in the areas that might not be your strength. You don’t have to do it all alone. Leading with heart and authenticity, while building the right support around you, is what turns passion into something truly sustainable.

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