Belgravia Leisure

What Belgravia Leisure does

Belgravia Leisure is a private leisure facility management company headquartered in Australia, operating through offices in Mount Albert (Auckland) and Melbourne. It is a division of Belgravia Health and Leisure Group and traces its origin to Austgolf Management (1974), adopting the Belgravia Leisure name in 1990. The company manages 220+ government-owned venues across New Zealand and Australia through long-term contracts with 70+ Local and State Government authorities. Its portfolio spans five sectors: Aquatics (160+ swimming pools), Sports and Leisure (60+ sports stadiums and golf courses), Health and Wellbeing (60 health clubs hosting 9M+ visits annually), Spa and Wellness (Wai Ariki, Hepburn Bathhouse, Kaipātiki), and Tourism & Holiday Parks (40 parks under the BelgraviaPRO banner).

The company operates a "silent partner" model, providing end-to-end venue management — staffing, operations, maintenance, programming, WHS, financial management, and marketing — without imposing its own brand on the assets. Its technology stack includes a bespoke Cérge accessibility app deployed at five NZ venues that uses generative AI to deliver audio guides, visual stories, sensory guides, and 360° virtual tours for guests with disabilities. A sustainability audit framework underpins the company's environmental management plan, which is aligned to ISO 14001 principles, while the safety management system holds ISO 45001 certification. BelgraviaPRO includes a Registered Training Organisation (RTO ID 45497) providing qualifications to the holiday park sector.

Belgravia Leisure generates revenue primarily through contracted management fees, fee-for-service arrangements, lease agreements, and capital investment partnerships with government asset owners. Community members access services via subsidised programmes such as the All In inclusive swim programme (subsidised over 80% by Sport NZ's Tu Manawa fund at NZ$60 for 10 weeks) and reduced-rate City of Sydney Access Card access (2,500+ monthly visits). Sub-brands include BelgraviaPRO (tourism and training), Destinations by Belgravia (spa/wellness consultancy), and charities Belgravia Foundation and Belgravia Foundation Aotearoa. Notable customers include City of Sydney (Ian Thorpe Aquatic Centre, Cook+Phillip Park, etc.), Far North District Council (Te Hiku Sports Hub), and Ngāti Whakaue iwi (Wai Ariki Hot Springs and Spa).

Name

Belgravia Leisure

Legal name

Belgravia Leisure

Website

https://belgravialeisure.co.nz

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Belgravia Leisure is a private ANZ leisure management provider that operates 220+ government-owned aquatic, fitness, sports, holiday park, and spa/wellness venues through long-term contracts with 70+ local and state government authorities.

Ownership category

akta.pro rank

Product category

Leisure and Recreation Facility Management Services

NAICS

Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394), Nature Parks and Other Similar Institutions (71219), Golf Courses and Country Clubs (71391)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Parks, Recreation & Protected Areas Administration (BPAIAMAH)

akta.pro secondary industries

Resort & Branded Residence Vacation Rental Management (BPAJAIAE), Sports, Golf & Activity-Based All-Inclusive Resorts (THAGAKAK)

Keywords

• Leisure management services
• Aquatic facility management
• Government venue management
• Holiday park management
• Spa wellness operations

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Leisure Facility Management Contracts: Belgravia Leisure generates revenue primarily through management agreements with Local and State Government authorities. They operate as a silent partner, managing government-owned leisure assets including aquatic centres, health clubs, sports stadiums, holiday parks, and spa/wellness venues. Revenue is generated through contracted management fees, with the company investing its own capital into venues to improve services and infrastructure.
2. Tourism and Holiday Parks Management: Through BelgraviaPRO, the company manages caravan and tourist parks, providing competitive and comprehensive management solutions to the holiday park industry. Includes a Registered Training Organisation (RTO ID 45497) delivering nationally recognised qualifications as customised training courses for the holiday parks sector.
3. Spa and Wellness Services: Revenue from operating luxury spa and wellness properties including Wai Ariki Hot Springs and Spa and Hepburn Bathhouse & Spa. Services include thermal/mineral springs, destination wellness retreats, and boutique accommodation.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Belgravia Leisure is a leisure management provider partnering with Local and State Government authorities across Australia and New Zealand to operate aquatic centres, health clubs, sports stadiums, holiday parks, and spa/wellness venues. It generates revenue primarily through long-term management contracts, investing its own capital into venues and delivering end-to-end operations including staffing, maintenance, marketing, WHS compliance, financial management, and community programming. It also runs a tourism/holiday park division (BelgraviaPRO) and a Registered Training Organisation (RTO ID 45497).

Product overview

Belgravia Leisure is a leisure management provider offering a portfolio of interconnected products and services across five core sectors: Aquatics (160+ swimming pools), Sports and Leisure (60+ sports stadium venues and golf courses), Health and Wellbeing (60 health clubs with 9M+ annual visits), Spa and Wellness (Destinations by Belgravia including Wai Ariki and Hepburn Bathhouse), and Tourism & Holiday Parks (BelgraviaPRO with 40+ holiday parks). The company operates through multiple divisions including BelgraviaPRO for tourism management, BelgraviaPRO RTO for training certification, and manages charitable foundations in both Australia and New Zealand. Programs like All In, Take Charge!, Access & Inclusion, and MHeLP support community engagement, while services like Treehouse provide business outsourcing solutions.

Differentiator

Problem solved

Functional benefit

Brands

• BelgraviaPRO (Bpro): Management services company specializing in tourism properties, campgrounds, and large-scale tourist parks. Also includes a Registered Training Organisation (RTO) for certification in the holiday parks sector.
• BelgraviaPRO RTO
• Destinations by Belgravia

Products and services

• Aquatics Facility Management Management of government-owned aquatic facilities, delivering learn-to-swim, water safety, squad programs, and recreational swimming in partnership with peak bodies such as Swimming New Zealand and Royal Life Saving.
• Health and Wellbeing Facility Management Management of 60 health clubs across New Zealand and Australia, hosting over nine million visits annually, offering gym access, group fitness, personal training, and health programs such as Telehealth and Be Active.
• Sports and Leisure Facility Management Management of more than 60 sports stadium venues across New Zealand and Australia, delivering programs including Aussie Hoops, NETFIT, mixed junior netball and basketball, Kickstart Futsal, and Australian Sports Camps, plus golf course operations.
• Destinations by Belgravia (Spa and Wellness Management) Award-winning spa and wellness management division offering feasibility studies, spa design, operational design and consultancy, and operating luxury thermal/mineral springs, destination wellness retreats, and boutique accommodation.
• BelgraviaPRO Tourism and Holiday Parks Management Management of 40 caravan and tourist parks across New Zealand and Australia, providing comprehensive management solutions to the holiday park industry.
• BelgraviaPRO RTO (Registered Training Organisation) Registered Training Organisation (RTO ID 45497) delivering nationally recognised qualifications and customised training courses for the holiday park and tourism industries.
• Wai Ariki Hot Springs and Spa Luxury cultural wellness spa in Rotorua, New Zealand, featuring Ngāti Whakaue (Ngāti Whakaue) heritage, healing practices, and manaakitanga, with Wai Whakaora and Āhuru Mōwai experiences.
• Hepburn Bathhouse & Spa Historic Bathhouse in Daylesford, Victoria, providing traditional wellness bathing since 1895 with mineral-rich waters and bespoke wellness packages.
• Kaipātiki Hot Springs Hot springs venue formerly known as Parakai Springs, offering thermal pool experiences with community event support including ANZAC Day services.

Quantifiable outcome

• Over nine million visits per year to sixty health clubs across New Zealand and Australia
• +3 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature2 records

Partnerships

14 partnerships are on record, tiered core and minor.

• City of SydneycoreStrategic or Co-development PartnerLong-term management partnership for aquatic and fitness facilities including Ian Thorpe Aquatic Centre, Cook+Phillip Park Aquatic Centre, Andrew Boy Charlton Pool, Victoria Park Pool, and Prince Alfred Park Pool. Belgravia Leisure and City of Sydney co-created the Community Development Coordinator role to drive disability and diversity initiatives.
• CérgecoreTechnology or IntegrationPartnership to launch the Cérge accessibility communication platform at Belgravia Leisure venues across New Zealand. Cérge enables guests with disabilities to alert venue staff to service preferences ahead of time. Launched at over 30 venues in Australia and five venues in NZ (Mount Albert Aquatic Centre, Huntly Aquatic Centre, Franklin Pool and Leisure Centre, Gallagher Aquatic Centre, Trust House Recreation Centre).
• Special OlympicscoreStrategic or Co-development PartnerPartnership for the 'All In' inclusive swimming program at Franklin Pool and Leisure Centre, offering subsidised learn-to-swim classes for people with physical and/or intellectual impairment.
• Parafed AucklandcoreStrategic or Co-development PartnerPartnership for the 'All In' inclusive swimming program at Franklin Pool and Leisure Centre supporting people with physical disabilities.
• Swimming New ZealandcoreStrategic or Co-development PartnerPartnership with Swimming New Zealand for water safety programs, squad programs, and inclusive swimming initiatives. Also partnered for the Blind and Low Vision Camp delivering learn-to-swim lessons, water safety, kayaking and bushwalking for children with visual impairments.
• Belgravia Foundation AotearoacoreStrategic or Co-development PartnerA fully registered charity (Charities Services Ngā Ratonga Kaupapa Atawhai) launched in June 2022, dedicated to improving access to sports and recreation for disadvantaged communities in New Zealand. Generates donations matched by Belgravia Leisure for community activation initiatives.
• SEDAminorStrategic or Co-development PartnerSEDA is an education program supporting young people transitioning from school to employment or further education. Provides accredited pathways into the health, fitness and recreation industry.
• Belgravia FoundationcoreStrategic or Co-development PartnerBelgravia Foundation was launched in 2017 in Australia to help connect people with a disability, of diversity, and those who experience disadvantage to sports, aquatic, fitness, recreation and health programs. Belgravia Foundation Aotearoa (NZ) launched in 2022.
• Far North District CouncilcoreStrategic or Co-development PartnerPartnership for the management of the $11.5 million Te Hiku Sports Hub in Kaitaia, supported by $3.6 million in Provincial Growth Fund grants. Belgravia Leisure manages the facility as its first trilingual venue.
• Ngāti WhakauecoreStrategic or Co-development PartnerWai Ariki Hot Springs and Spa is inspired, curated and owned by the local iwi Ngāti Whakaue. The spa is built on the legacy of Ngāti Whakaue culture, healing practices and manaakitanga. Both Wai Whakaora and Āhuru Mōwai areas are founded on te ao Māori values, traditions and culture.
• Water Safety New ZealandcoreStrategic or Co-development PartnerPartnership with Water Safety New Zealand through project involvement in the Te Hiku Sports Hub development, supporting water safety outcomes in the Far North region.
• Sport NZ / Tu Manawa Active AotearoacoreStrategic or Co-development PartnerTu Manawa Active Aotearoa fund covers over 80% of the cost of inclusive swimming programs, enabling subsidised access for people with disabilities. Partnership supports programs like the 'All In' inclusive swimming initiative.
• Belgravia FoundationcoreStrategic or Co-development PartnerThe Foundation re-invests all community-raised funds back into the communities that need it most, supporting inclusive programs such as the Deaf children's Learn to Swim program at Mount Albert Aquatic Centre.
• Rotorua Business ChamberminorStrategic or Co-development PartnerWai Ariki Hot Springs and Spa hosts Rotorua Business Chamber's Women in Business events bimonthly, bringing together businesswomen across the region.

Scale indicators10 records

Recent moves14 records

Expansion highlights6 records

Regional players

• Everyone Active: UK leisure operator managing council-owned leisure centres, sports facilities and swimming pools under long-term partnerships. Direct functional analogue in managed leisure services, though UK-focused.
• GLL (Better): UK-based charitable leisure trust operating hundreds of fitness, swim and leisure facilities on behalf of local authorities. Comparable operating model and government-partner orientation, but primarily UK-focused rather than ANZ.

Direct peers

• Aligned Leisure: Australian leisure facility management company running aquatic, fitness and recreation centres on behalf of local councils. Direct peer competing for the same government tenders as Belgravia with a similar managed-services model.
• Serco Leisure: Global outsourced services operator running leisure and aquatic facilities (including in Australia). Direct peer in outsourced government leisure management, with comparable contract structures and scale economics.
• Auckland Council Leisure: In-house council-run leisure and aquatics division serving Auckland residents. Represents the primary alternative delivery model to Belgravia's outsourced approach in the NZ market, competing for the same community participation share.
• YMCA Australia: Not-for-profit operator of aquatic, recreation, health and fitness facilities across Australia, including many council-contracted sites. Overlaps directly with Belgravia in facility management, aquatics programming and community access initiatives.
• Viva Leisure: ASX-listed Australian health and fitness network operating clubs and swim schools. Comparable in fitness centre operation and aquatics, with overlap in health club management and learn-to-swim programs.
• BlueFit: Australian leisure and aquatic facility management operator managing council-owned centres. Direct competitor in the same outsourced leisure-management category, serving local government clients with comparable operating models in NSW and Victoria.

Broad incumbents

• Life Time Group Holdings: US-listed premium health club and athletic country club operator. Comparable as a large-scale fitness and recreation operator, though focused on owned/operated premium clubs rather than outsourced council leisure management.
• Fitness & Lifestyle Group (Fitness First): Asia-Pacific operator of fitness clubs (Fitness First, Goodlife, Jetts) with a large AU/NZ footprint. Comparable in scale of health club operation, but commercially operated rather than government-contracted leisure management.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/belgravia-leisure

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Subsidiaries3 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 Belgravia Leisure