BlueFit

What BlueFit does

BlueFit is an Australian leisure facility management company founded in Sydney in 2007 that operates community aquatic centers, health clubs, sports stadiums, golf courses, tennis facilities, and cricket venues on behalf of local government councils. The company manages more than 50 facilities across New South Wales, South Australia, Queensland, Victoria, and Western Australia, with cumulative visitor attendance exceeding 30 million since inception. Its primary direct customers are Australian local councils, which contract BlueFit to deliver leisure service delivery, asset management, and community sport and recreation programming under what the company describes as a transparent partnership model.

The company monetizes through two principal streams: recurring membership and program enrollment fees (subscriptions across health club memberships, swimming lessons, sports programs, and childcare), and government voucher redemptions across five state programs (NSW Active Kids, QLD SwimStart, SA Sports Vouchers, VIC Get Active, WA Kids Sport). It operates a portfolio of sub-brands targeting distinct customer use cases, including BlueFit Health Club (with FX30, Fit Journey, and Allied Health Services), BlueFit Swimming (with Dragonfly water safety and Splash Time), Swish Basketball, Strike Soccer, FlipIt Gymnastics, BlueFit Kids OSHC, BlueBottles Creche, Holiday Program, and BlueFit Foundation. The platform architecture is conventional facility management rather than proprietary technology; no AI/ML, API, or SaaS product is disclosed.

Go-to-market is direct-to-consumer at the facility level combined with a council partnership channel that secures long-term contracts underpinning facility operations. The company is privately held, reportedly family-owned, led by CEO Todd McHardy with no disclosed institutional investors, and operates with a national management structure of State Managers and functional GMs covering operations, swim school, health club, digital/IT, marketing, and leisure.

Name

BlueFit

Legal name

BlueFit

Website

https://bluefit.com.au

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

BlueFit is an Australian leisure facility management company founded in 2007 that operates more than 50 community aquatic centers, health clubs, sports venues, and childcare programs on behalf of local councils across five states, serving Australian families and local governments.

Ownership category

akta.pro rank

Headquarters

HQ city

Belmont

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Membership and Enrollment Fees: BlueFit generates revenue through membership fees and enrollment fees for various programs including health clubs, swimming lessons, sports programs, and childcare services. Members pay recurring fees for access to facilities and programs.
2. Government Voucher Redemptions: BlueFit accepts and redeems government vouchers for children's activities across multiple Australian states including NSW Active Kids ($50), QLD SwimStart ($150), SA Sports Vouchers (2x$100), VIC Get Active ($200), and WA Kids Sport ($300). These vouchers offset program costs for eligible families.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

BlueFit is a leisure facility management company that manages community leisure facilities on behalf of Australian local councils across NSW, SA, QLD, VIC, and WA. It delivers programs spanning health & fitness (BlueFit Health Club, Fit Journey, FX30, Allied Health Services), swimming instruction (BlueFit Swimming, Splash Time, Dragonfly water safety), children's sports (Swish Basketball, Strike Soccer, FlipIt Gymnastics), community initiatives (BlueFit Foundation, School Sport, Dive In Movies), education and training (LEA, Southern Education, Tutoring, Chess Mate), and childcare (BlueFit Kids OSHC, BlueBottles Creche, Holiday Program).

Product overview

BlueFit is a leisure facility management company established in Sydney in 2007 that operates community leisure facilities across Australia. The company offers a diversified portfolio of sub-brands and programs spanning health and fitness (BlueFit Health Club with FX30, Fit Journey, and Allied Health Services), aquatic programs (BlueFit Swimming including Dragonfly water safety and Splash Time), children's sports (Swish Basketball, Strike Soccer, FlipIt Gymnastics), childcare (BlueFit Kids OSHC, BlueBottles Creche, Holiday Program), and community initiatives (BlueFit Foundation, School Sport, Dive In Movies). The company also offers education and training programs through Southern Education, Tutoring, and Chess Mate. BlueFit primarily serves local government councils as a transparent partner in leisure service delivery, asset management, and community sport and recreation programming, managing more than 50 community leisure facilities with over 30 million attendees recorded.

Differentiator

Problem solved

Functional benefit

Brands

• BlueFit Health Club: Health and fitness facilities and services including health club memberships, fit journey programs, FX30, and allied health services.
• BlueFit Swimming
• BlueFit Foundation
• BlueFit Kids OSHC
• Splash Time
• Swish Basketball
• Strike Soccer
• FlipIt Gymnastics
• BlueBottles Creche

Products and services

• Leisure Facility Management (Council Services) End-to-end management and operation of community leisure facilities, aquatic centres, health clubs, golf courses, tennis and cricket venues, and stadiums on behalf of Australian local councils, including asset management, programming, and transparent operational reporting.
• BlueFit Health Club Health and fitness facilities and programs for community members, including gym access, fitness programming, allied health services, FX30, and Fit Journey programs.
• BlueFit Swimming Learn-to-swim instruction and aquatic programs for children and adults, including squad training and the Dragonfly water safety education program.
• BlueFit Kids OSHC Outside school hours care services providing supervised childcare for school-age children at BlueFit leisure facilities.
• BlueBottles Creche Creche and childcare services for young children at BlueFit leisure facilities.
• BlueFit Foundation Community-focused foundation program aimed at increasing participation in leisure and sporting activities.
• Swish Basketball Children's basketball sports program focused on skill development and community participation.
• Strike Soccer Soccer sports program for children and community members.
• FlipIt Gymnastics Gymnastics program offering classes for children with focus on movement skills and physical development.
• Splash Time Aquatic play and water activity sessions for young children.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Australian Local CouncilscoreStrategic or Co-development PartnerBlueFit has built very strong partnerships with Australian local councils using constant communication between company owners and council contacts. The company demonstrates transparency, dedication to communities, innovative programs, and asset maintenance care. BlueFit offers councils a true transparent partner in leisure service delivery, asset management, and community sport and recreation programming.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Belgravia Leisure: One of Australia's largest leisure facility management operators, partnering with councils to manage aquatic, recreation, and sports facilities. Directly comparable to BlueFit in business model, target customer (local councils), and program mix.
• YMCA Australia: Major community-based leisure, aquatics, gymnastics, and childcare operator with national presence in Australia. Directly comparable to BlueFit in managing council and community leisure facilities and offering swim school, gymnastics, and OSHC programs.
• Aligned Leisure: Australian leisure facility management company that operates aquatic, recreation, and health facilities on behalf of local councils. Directly comparable to BlueFit in B2G contract model and multi-site operations.
• Clublinks: Australian operator managing golf, tennis, and fitness clubs, often under council or club partnerships. Comparable to BlueFit in operating community sport and recreation assets on contract.
• Invigorate Leisure: Australian leisure management company that partners with local councils to operate aquatic and recreation centres. Closely mirrors BlueFit's council-facing facility management business.

Broad incumbents

• Next Gen Health & Fitness Clubs: Premium Australian health club chain that also operates council-affiliated leisure facilities. Comparable to BlueFit's Health Club and broader fitness programming side, though more membership-led than B2G management.
• Fitness First Australia: Large commercial fitness chain in Australia offering memberships, group fitness, and personal training. Comparable to BlueFit's Health Club and FX30 offerings at the consumer fitness layer, though not a facility manager for councils.
• Goodlife Health Clubs: National Australian fitness club chain competing for the same health club membership wallet as BlueFit Health Club. Adjacent rather than direct, since Goodlife does not manage council leisure facilities.

Emerging players

• JUMP! Swim Schools: Franchised Australian learn-to-swim school network. Overlaps with BlueFit's BlueFit Swimming and Dragonfly water safety program in target market and use case, though distribution model (franchise vs council-managed) differs.

Others

• Life Saving Victoria: Victorian water safety and aquatics organization. Relevant ecosystem peer given BlueFit's Dragonfly water-safety program and reliance on qualified swim instructors, though not a commercial operator itself.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/bluefitgroup
• LinkedInlinkedin.com/company/bluefit

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BlueFit