Urban Rec.

What Urban Rec. does

Urban Rec (legal entity: Urban Recreation Australia) is a private, founder-led recreational sports platform founded in 2011 and headquartered in Marrickville, Australia. The company organizes adult sports leagues, tournaments, and social sporting events for non-professional athletes seeking structured but accessible competition, operating across 9 Australian cities (Sydney, Adelaide, Brisbane, Canberra, Central Coast, Melbourne, Newcastle, Perth, Wollongong) and 6 Canadian cities (Vancouver, Richmond, Surrey, Fraser Valley, Okanagan, Victoria) via region-specific websites such as sydney.urbanrec.com.au and vancouver.urbanrec.ca. The company is governed under the laws of New South Wales, Australia, and is led by founder and director Madeleine Wilkie.

Urban Rec runs a community-led, self-serve digital platform with no disclosed proprietary technology stack, no mobile app, and no public API or integrations. Participants discover and register for leagues, tournaments, and events online; team captains build rosters, and member contact details are shared within teams per the company's privacy policy. Distribution is asset-light and direct-to-consumer, relying on regional sub-brand websites rather than enterprise sales or B2B contracts, with the website built and maintained by Vigilante Marketing.

The business generates revenue through per-participant transaction fees on sports league, tournament, and event registration, with no publicly disclosed pricing tiers. The company is bootstrapped (no funding rounds disclosed), operates with 11–50 employees, and has no parent company, subsidiaries, patents, certifications, or publicly disclosed strategic partnerships, leaving the operating model as a small, profitable-leaning recreational sports organizer sustained by repeat community participation across its multi-city footprint.

Name

Urban Rec.

Legal name

Urban Recreation Australia

Website

https://urbanrec.com.au

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Recreational Sports Services

NAICS

Fitness and Recreational Sports Centers (71394), Promoters of Performing Arts, Sports, and Similar Events without Facilities (71132)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Local Amateur Clubs & Community Sports Organizations (MPAKACAE)

akta.pro secondary industries

Intramural Sports & Recreational Leagues (EDALAIAC), Regional Multi-Sport Games & Festival Organizers (MPAKADAK)

Keywords

• Recreational sports leagues
• Social sports events
• Sports tournaments
• Community sports clubs
• Adult recreation sports

Headquarters

HQ city

Marrickville

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Sports League and Event Registration: Revenue is generated through participant registration fees for sports leagues, tournaments, and events. Users pay to join recreational sports programs organized by Urban Rec across their regional locations.

Go-to-market motion1 record

Distribution channels1 record

Core offering

Urban Rec. organizes and operates recreational sports leagues, tournaments, and social sporting events for adult participants. The company runs these programs across 9 Australian cities and 6 Canadian cities, with customers registering online through city-branded regional websites to join team-based competitions and social sporting activities.

Product overview

Urban Rec is a multi-regional recreational sports platform offering sports leagues, tournaments, and events across Australian regions (Sydney, Adelaide, Brisbane, Canberra, Central Coast, Melbourne, Newcastle, Perth, Wollongong) and Canadian regions (Vancouver, Richmond, Surrey, Fraser Valley, Okanagan, Victoria). The company operates as a unified platform connecting recreational sports players through organized league competitions, tournament play, and social sporting events.

Differentiator

Problem solved

Functional benefit

Products and services

• Adult Recreational Sports Leagues Recurring, team-based adult sports leagues organized by sport and by city, with scheduled regular-season games. Participants register individually or as small groups and are placed onto local teams. Available across 9 Australian cities and 6 Canadian cities.
• Sports Tournaments Competitive, time-bounded sports tournaments run by Urban Rec. for adult participants in its Australian and Canadian city markets, providing a shorter-format alternative to full-season leagues.
• Social Sporting Events Social-oriented sporting events hosted by Urban Rec. for adults, designed for casual play and community-building in addition to its competitive league and tournament offerings.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves4 records

Expansion highlights3 records

Direct peers

• LeagueApps: LeagueApps provides software and operating infrastructure for sports leagues, clubs, and tournaments, serving a similar recreational/adult sports league operator customer base and offering the kind of self-serve platform stack that underpins Urban Rec's operations.
• GameChanger: GameChanger (now part of DICK'S Sporting Goods) provides live game and team-management tooling for amateur and recreational sports, overlapping with the community/team-based adult recreational sports segment Urban Rec serves.
• OpenSports: OpenSports is a digital platform for organizing recreational adult sports leagues across North American cities, including recurring league play, tournaments, and team registration — directly analogous to Urban Rec's community-led, self-serve model.
• SportsEngine: SportsEngine (originally part of NBC Sports, now under Stack Sports) provides league management tools for amateur and youth sports operators — a directly comparable sports league platform operator.
• TeamSnap: TeamSnap operates team and league management tools (registration, scheduling, communication) for amateur and recreational sports organizations, overlapping directly with Urban Rec's league registration and organizer workflow.
• EZFacility: EZFacility is a recreation management platform used by sports leagues, clubs, and facilities for scheduling, registration, and member management — directly competing in the rec-sports organizing and registration space.
• PlayMetrics: PlayMetrics provides registration and league-management software targeting club and recreational sports operators, analogous to Urban Rec's self-serve online registration and community-led model.

Broad incumbents

• Stack Sports: Stack Sports is a broad sports-technology platform covering registration, tournaments, and league ops across multiple sports — comparable to Urban Rec's recreational-league operation but at portfolio scale.
• Active Network: Active Network provides registration and activity-management software across a broad range of sports, communities, and recreation — a larger incumbent platform whose registration toolset intersects with Urban Rec's transaction-fee model.

Regional players

• Touch Football Australia: Touch Football Australia organizes community-level touch football competitions and social tournaments across Australia, sharing Urban Rec's local amateur/community sports focus — though concentrated in a single sport — making it a natural regional comparator.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/urbanrecaus

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Urban Rec.