Southport Sharks

What Southport Sharks does

Southport Australian Rules Football Club Limited, trading as Southport Sharks, is a member-owned, non-profit entertainment precinct headquartered at the corner of Olsen and Musgrave Avenue in Southport, on Queensland's Gold Coast. Founded in 1961 as the Southport Magpies and rebranded in 2021, the club operates an integrated venue complex that combines elite-level Australian rules football — a men's VFL team and the women's QAFLW side (premier in 2024 Seniors and Reserves) — with a licensed gaming room, nine food and beverage outlets (Frenzy Food Court, Aviary Rooftop, Kaktus Bar, Lounge Bar, Mackenzie's Sports Bar, Sharks Café, Box Coffee Co, Fins Cellar and ancillary bars), the 120-room Mantra at Sharks hotel, a Sharks Health Club with HPL Physiotherapy, the Sharks Events Centre for corporate and ticketed functions, Wobbygongs Kids Club and a merchandise store. The whole ecosystem is tied together by the ACCESS loyalty program (Jade through Black Opal tiers with up to 4x bonus points, points-to-cash redemption, birthday credits and a United Petroleum fuel discount), with facial recognition technology used at venue entries for responsible-gambling compliance and security.

The revenue model is diversified across eight streams: nominal annual/multi-year membership subscriptions ($5/$12/$15), gaming machine net win, food and beverage across multiple outlet formats, accommodation bookings (with member specials), ticketed and corporate events, health and wellness subscriptions, merchandise sales, and ACCESS points conversion. Distribution is entirely physical, venue-based and direct (own-storefront e-commerce limited to merch and bookings), supported by community-led grassroots acquisition via junior football programs (NAB AFL Auskick, Young Guns Clinic, Club 61 past players) and event-driven acquisition through ticketed entertainment and gaming promotions (Cash Carnival, Rolling Riches, Colossus). Key commercial partnerships include Mantra (hospitality operator), Puma (apparel via TGI SPORTS), United Petroleum (fuel benefits) and Kool Beanz Academy (junior pathway sponsor), with a publicly articulated Masterplan to evolve the precinct ahead of the 2032 Brisbane Olympics.

Name

Southport Sharks

Legal name

Southport Australian Rules Football Club Limited

Website

https://southportsharks.com.au

Company type

Private

Founded year

1961

Operating status

Operating

Headcount range

251–500 employees

Short description

Southport Sharks is a member-owned, multi-venue sports, gaming, hospitality and entertainment precinct on the Gold Coast, integrating VFL and QAFLW football, a licensed gaming room, nine food and beverage outlets, the 120-room Mantra at Sharks hotel, a health club, events centre and kids club tied together by the ACCESS loyalty programme.

Ownership category

akta.pro rank

Product category

Sports Club Hospitality & Entertainment

NAICS

Amusement Parks and Arcades (7131), Cafeterias, Grill Buffets, and Buffets (722514), Snack and Nonalcoholic Beverage Bars (722515)

SIC

Services-Membership Sports & Recreation Clubs (7997), Retail-Eating & Drinking Places (5810), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Aquatic Centers & Swimming Facilities (MPAKAEAF)

akta.pro secondary industries

Sailing & Water Sports Teams/Clubs (Sailing, Rowing, Surfing) (MPAKABAH), Sports Bars (CRANACAC), Rooftop Bars & Beach/Pool Bars (THAFAEAJ)

Keywords

• Sports club hospitality
• Football club dining
• Gaming and events venue
• Health and fitness club
• Accommodation and entertainment

Headquarters

HQ city

Southport

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Membership Fees: Annual, 3-year, and 5-year membership tiers generating recurring revenue. Annual membership $5, 3-year $12, 5-year $15.
2. Gaming Room: Gaming machines with promotions including Cash Carnival, Rolling Riches, and Colossus promotional games. Large payouts ($5,000+) subject to AML/CTF compliance.
3. Food & Beverage: Multiple dining outlets including Frenzy Food Court, Aviary Rooftop Bar, Kaktus Bar, Cafe, Lounge Bar, Mackenzie's Sports Bar, and Fins Cellar. Revenue from food sales, alcoholic beverages, and member pricing.
4. Accommodation: Mantra at Sharks hotel with 120 modern rooms and rooftop bar. Revenue from room bookings with member-only specials.
5. Events Centre: Venue hire for corporate functions, sports camps, and private events. Ticketed events including Matty Johns Live and Celebrity Sports Lunch.
6. Health & Wellness: Health Club with fitness facilities, group classes, personal training, and HPL Physiotherapy services.
7. Merchandise: Merch Store selling Sharks branded clothing and merchandise.
8. ACCESS Points Redemption: Members can convert accumulated ACCESS points for cash (500 points = $5 minimum; maximum 20,000 points = $200 per day conversion).

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Southport Sharks operates a multi-faceted sports, hospitality, and entertainment precinct anchored by its VFL and QAFLW Australian Rules football programs. The club offers a variety of dining venues, bars, a gaming room, a health club, a kids club, an events centre, hotel accommodation under the Mantra at Sharks brand, and an ACCESS loyalty program, serving members, players, sports fans, families, and general consumers on the Gold Coast.

Product overview

Southport Sharks is a premier sports, leisure, and entertainment destination operating as a multi-venue complex on the Gold Coast. The offering consists of a main club venue (open Mon-Sun, until 4am) housing gaming and multiple dining outlets (Frenzy Food Court, Sharks Café, Lounge Bar, Fins Cellar), plus standalone venues including Kaktus Bar (Mexican-inspired), Aviary Rooftop Bar (Italian), Box Coffee Co, and Mackenzie's Sports Bar. Supporting amenities include Mantra at Sharks (120-room hotel), Sharks Health Club (gym, group fitness, sauna), Wobbygongs Kids Club, and the Sharks Events Centre for functions. The club operates two football programs: a VFL men's team and QAFLW women's team. The ACCESS Loyalty Program ties the ecosystem together, rewarding members across all food, beverage, gaming, and accommodation touchpoints with tiered benefits.

Differentiator

Problem solved

Functional benefit

Products and services

• Mantra at Sharks Hotel/accommodation offering located at the Southport Sharks precinct, providing rooms for guests including sports visitors, event attendees, and travelers on the Gold Coast.
• ACCESS Loyalty Program Club loyalty/rewards program offering benefits and rewards to members across Southport Sharks venues for repeat visitation and engagement.
• Sharks Health Club Health and fitness club providing gym and wellness facilities for members and general consumers.
• Wobbygongs Kids Club Childcare/kids club service providing supervised activities for children of members and visitors at the precinct.
• Sharks Events Centre Event venue hosting functions, corporate events, weddings, and private functions for clients and members.
• Gaming Room Gaming facility offering poker machines and gaming entertainment for adult patrons.
• Frenzy Food Court Food court dining venue offering a variety of casual food options for visitors and families.
• Kaktus Bar Bar venue offering drinks and a casual social atmosphere for patrons.
• Aviary Rooftop Bar Rooftop bar venue offering drinks and elevated views at the Southport Sharks precinct.
• Mackenzie's Sports Bar Sports bar showing live sports and serving food and drinks to patrons.
• Lounge Bar Lounge-style bar offering a relaxed drinking and social venue for members and visitors.
• Box Coffee Co Coffee shop offering coffee, light food, and beverages to patrons.
• Sharks Café Café offering coffee, casual meals, and a casual atmosphere for visitors.
• Fins Cellar Cellar/wine bar offering wine and curated beverages for patrons.
• VFL Football Program Victorian Football League men's Australian Rules football program fielding the club's VFL team in the second-tier national competition.
• QAFLW Football Program QAFL Women's football program fielding the club's women's Australian Rules football team in the QAFLW competition.
• Young Guns AFL Clinic Junior AFL development clinic for young athletes to develop football skills through structured training programs.
• Merch Store Official merchandise store selling Southport Sharks branded apparel and merchandise to supporters and consumers.

Quantifiable outcome

• 2024 QAFLW Premiership victories in both Seniors and Reserves
• +4 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• United PetroleumcoreGTM or Marketing PartnerSouthport Sharks members receive 4c per litre discount on fuel at participating United Petroleum outlets across Australia. Partnership provides tangible member benefit through United Fuel App integration. Members register through the app, generate daily barcode (max 150 litres/day), and present at participating service stations.
• Mantra at SharkscoreOEM/ Whitelabel/ Licensing PartnerMantra brand operates 120-room hotel within Southport Sharks precinct. Provides accommodation for leisure and business travelers with member-only specials. Adjacent to main club, two-minute walk to all venues. Features rooftop bar with Gold Coast skyline views and 24-hour reception.
• PumacoreGTM or Marketing PartnerInternational sports and lifestyle brand Puma is official training and off-field apparel provider for Southport Sharks. Partnership through TGI SPORTS teamwear licensee in partnership with Tribal Sport. Provides branded merchandise and apparel for players and staff.
• Kool Beanz AcademyminorStrategic or Co-development PartnerKool Beanz Academy partnered with Southport Sharks women's football program since 2020, producing three premierships. New Kool Beanz SUNS centre opening in Carrara, Gold Coast ($10m development, 45 jobs). Autism Queensland partnership for inclusive childcare center.
• Gold Coast Health & Knowledge PrecinctminorStrategic or Co-development PartnerSouthport Sharks is part of the Gold Coast Health & Knowledge Precinct, positioning the club for 2032 Olympic opportunities. Precinct includes Griffith University, Gold Coast University Hospital, and health/research facilities.

Scale indicators8 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• The Star Gold Coast: The Star Gold Coast (formerly Jupiters Hotel & Casino) is an integrated gaming, hotel, dining, and entertainment precinct in Broadbeach, Gold Coast. Directly comparable to Southport Sharks' integrated precinct model with gaming machines, multiple F&B outlets, hotel, events, and entertainment venues serving the same Gold Coast market.
• Tattersall's Club Brisbane: Tattersall's Club Brisbane is a heritage membership-based social and sporting club offering dining, gaming, accommodation, and events. Comparable membership-driven model with diversified F&B, gaming, and venue offerings targeting Queensland clientele similar to Southport Sharks.
• Southport RSL Services Club: Southport RSL Services Club is a Gold Coast veteran/social club offering gaming, dining, and member services in the same suburb as Southport Sharks. Directly comparable in business model (membership-based club with gaming and F&B), customer base (Gold Coast locals), and community focus.
• Broadbeach Bowls Club: Broadbeach Bowls Club is a Gold Coast social/sporting club offering gaming, dining, and bowls facilities. Comparable membership-based club model with gaming revenue, multiple F&B outlets, and community sports focus similar to Southport Sharks' diversified precinct offering.
• Treasury Brisbane: Treasury Brisbane is an integrated casino, hotel, and entertainment precinct offering gaming machines, multiple dining outlets, hotel accommodation, and events in Brisbane. Comparable integrated entertainment business model targeting the Queensland market, similar to Southport Sharks' diversified precinct offering.
• RACQ (Royal Automobile Club of Queensland): RACQ operates membership-based services including club venues with dining, events, and member benefits across Queensland. Comparable subscription membership model (RACQ membership parallels ACCESS) with diversified lifestyle services and venue offerings similar to Southport Sharks.
• Mermaid Beach Bowls Club: Mermaid Beach Bowls Club is a Gold Coast social club offering gaming, dining, and bowls with a similar multi-revenue-stream club model. Comparable in targeting the Gold Coast local market with community-driven entertainment and gaming offerings.

Emerging players

• Gold Coast Suns: Gold Coast Suns is the AFL team based on the Gold Coast and serves as the AFLW destination for Southport Sharks draft picks (Lappin, Davies, Nurse, Baron). Comparable at the Australian rules football level with a direct talent pathway connection, but operates as a professional AFL franchise rather than community-based integrated precinct.

Broad incumbents

• Crown Melbourne: Crown Melbourne is Australia's largest integrated casino resort with hotel towers, multiple F&B outlets, gaming, events, and entertainment. While at a much larger scale, it operates a comparable integrated gaming/hospitality/entertainment business model with overlapping capabilities across Southport Sharks' full service stack.

Regional players

• Labrador Australian Football Club: Labrador Australian Football Club (Labrador Tigers) is a Gold Coast community AFL club with similar football heritage and community focus. Comparable at the AFL club level in the same region, though at significantly smaller scale than Southport Sharks' integrated precinct model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/southportsharks
• Instagraminstagram.com/southportsharks
• Xx.com/southportsharks

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Southport Sharks