What AFL Max does

AFL Max is an Australian privately-held indoor entertainment operator that runs AFL-themed active play venues combined with curriculum-aligned education programs. Founded in 2019 and headquartered in Adelaide, the company operates two physical sites (Adelaide Airport and a recently opened Melbourne Airport venue), each featuring an indoor footy field, aerial zones, climb zones, bouldering walls, trampolines, inflatables, and interactive gaming screens. The product surface spans three pillars: entertainment (general admission, four tiers of hosted birthday parties, team building, and large-scale venue hire for up to 6,000 people), education (school excursions, OSHC experiences, the Coles Healthy Kicks school holiday program, and overnight camps including Camp Max, Camp Breakthrough, and leadership and high performance camps), and development programs (Mini Max toddler program and the standalone 4 Quarter Leadership Program).

The core technology is a physical activity facility overlaid with a proprietary 4 Quarter Leadership Framework designed by former AFL player and coach James Podsiadly, used to structure educational content across camps, leadership programs and team building. The company makes money predominantly through per-head unit pricing on tickets ($22-$36), party packages ($390-$815 with 10-child minimums), school/education programs ($17-$27.50 per student), corporate team building (~$27.50 per person, minimum 20), recurring Mini Max term subscriptions ($175 per 9-week term), food and beverage sales, and gift cards. GTM is direct-to-consumer through walk-ins, online bookings via the roller.app platform, school and OSHC outreach, and a mobile incursion channel (Coles Healthy Kicks) that delivers programs at vacation care sites nationwide. Customer segments are diversified across families with children, schools, OSHC providers, corporate groups, and sporting clubs. Revenue and ownership details are not publicly disclosed, and the business is operated through two proprietary limited entities in South Australia and Victoria.

Name

AFL Max

Legal name

AFL Max Adelaide Pty Ltd

Website

https://aflmax.com.au

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Indoor Entertainment Venue

NAICS

Fitness and Recreational Sports Centers (71394), Amusement Parks and Arcades (7131)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Arenas & Indoor Sports Centers (MPAKAEAB)

akta.pro secondary industry

Intramural Sports & Recreational Leagues (EDALAIAC)

Keywords

• Indoor entertainment venue
• Active kids play
• Birthday party hosting
• School excursion programs
• Youth sports education

Headquarters

HQ city

Adelaide

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Infrastructure, Operations, Marketing or Sales, Supply Chain, Technology or R&D

Revenue model

1. General Admission Tickets: Time-based entry passes for individuals and groups to access all AFL Max activity zones. Pricing varies by duration (1-hour or 2-hour) and group size (single, double, group of 4, under 5).
2. Birthday Party Packages: Three tiered birthday party packages (Party to the MAXimum, Party the Max Way, Party your Own Way) with minimum 10 children, including dedicated party hosts, food, drinks, decorations, and zone activities. Additional guests at per-child rates.
3. Education Programs: School excursions, leadership and wellbeing excursions, Coles Healthy Kicks programs, and overnight camps for school groups. Priced per student with minimum group requirements.
4. Team Building Sessions: Corporate team building programs using the 4QLP methodology, including structured activities, facilitators, and optional food/beverage add-ons.
5. Mini Max Program: 9-week toddler development program (ages 2-5) teaching fundamental sports skills. Offered as term enrollment or casual sessions.
6. Food and Beverage: Licensed café and kitchen serving food, drinks, and barista-made coffee to visitors. Adult spectators can enjoy the café while children play.
7. Gift Cards: Gift cards valid for 36 months from date of issue, redeemable for tickets, merchandise, and food and beverage at both venues.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

AFL Max operates two flagship indoor entertainment venues in Adelaide and Melbourne, offering multi-zone active play experiences (indoor footy field, bouldering walls, trampolines, inflatables, interactive gaming screens) combined with structured education, birthday party hosting, corporate team building, and development programs. The company runs a 4 Quarter Leadership Framework across its school camps, wellbeing programs, and corporate offerings, with curriculum-aligned content co-developed with former AFL player James Podsiadly.

Product overview

AFL Max is an indoor entertainment venue with two locations (Adelaide and Melbourne) offering a unified experience combining active play, education, and events. The core offering is General Admission access to physical activity zones. The portfolio consists of three main pillars: Entertainment (birthday parties in four tiers from self-service to premium, team building, corporate events, and gift cards), Education (school excursions, overnight Camp Max programs including mental health and leadership camps, OSHC experiences, and the Coles Healthy Kicks health program with holiday, stadium, digital, and incursion variants), and Development Programs (Mini Max toddler skill program and the 4 Quarter Leadership Program for businesses). All programs share a common 4 Quarter framework drawing from AFL sports concepts.

Differentiator

Problem solved

Functional benefit

Products and services

• General Admission Time-based entry passes (1-hour or 2-hour) granting access to all AFL Max activity zones including indoor footy field, inflatables, bouldering walls, trampolines, interactive gaming screens, and skill-testing attractions. Available for individuals, doubles, and groups of 4 at both Adelaide and Melbourne venues.
• Birthday Party Packages
• Mini Max Toddler Program 9-week fundamental skill development program for toddlers aged 2-5, featuring weekly 45-minute structured sessions teaching running, jumping, kicking, throwing, and other core movement skills with parental involvement. Offered as a term subscription ($175/term, $19.50 per session) or casual single session ($23.50). Optional Mini Max t-shirt merchandise available.
• Camp Max Overnight Programs Overnight camp experiences for school groups and sporting teams covering physical activities combined with curriculum-aligned education in mental health, leadership, high performance, and healthy lifestyles. Includes Camp Max (Years 2-10), Camp Breakthrough (Australia's first overnight mental health camp, Years 5-8), Leadership Camp (Years 6-12), and High Performance Camp (Years 7-12 sporting teams). Uses the 4 Quarter framework. Pricing from $145 per person with minimum numbers applying.
• Coles Healthy Kicks Health and fitness program for children aged 5-12 teaching healthy eating, mindfulness, and exercise through four quarters: Healthy Body, Healthy Food, Healthy Team, and Healthy Mind. Delivered in multiple formats: school holiday incursions at vacation care sites ($17/student + travel), stadium events at famous Australian sports venues, and an online digital content series hosted by James Podsiadly with nearly 3 million views. Branded under a partnership with Coles.
• School Excursions Curriculum-aligned school group visits to AFL Max venues featuring bouldering, inflatables, interactive screens, and play activities led by experienced educators. Standard excursions for groups of 20+ students at $26.50/student for 120 minutes; Leadership and Wellbeing Excursions at $27/student; Sports Days at Max (indoor all-weather school sports days). Includes grip socks. Prices exclude GST.
• OSHC Excursions Out-of-school-hours-care group visits offering 120 minutes of free play including bouldering, inflatables, and interactive gaming screens at $24.90 per student (ex. GST). Includes grip socks. 50% deposit required on booking with full payment 2 weeks prior.
• Max Team Building Corporate team building sessions using learnings from elite sport combined with interactive venue activities, designed to educate, activate, and motivate teams toward stronger relationships and communication. Priced at $27.50 per person (minimum 20 participants), or Max Team Building package at $749 for 10 participants ($50 per additional head). Includes structured activities, facilitators, and optional food and beverage add-ons.
• AFL Max Events (Venue Hire) Venue hire for conferences, private events, group functions, and team building accommodating gatherings from 20 to 6,000 people. Customizable spaces with catering and beverage options available, leveraging the multi-zone venue infrastructure and licensed café and bar.
• 4 Quarter Leadership Program Business leadership development program using a four-quarter framework (Energy, Purpose, Connect, Perform) to help participants develop skills to better lead themselves and others. Designed by former AFL player and coach James Podsiadly drawing from elite sport and start-up business experience. Delivered as part of corporate team building and leadership excursions.
• AFL Max Gift Cards

Quantifiable outcome

• Nearly 3 million views on Coles Healthy Kicks digital content series
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• ColescoreStrategic or Co-development PartnerColes is the naming partner for the Coles Healthy Kicks program, a health and fitness program for children aged 5-12. The program teaches healthy eating, mindfulness, and exercise through fun fitness activities. Coles branding appears on the program materials and curriculum, reaching vacation care sites nationwide. The partnership aligns Coles' community health messaging with AFL Max's entertainment and education capabilities.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• BOUNCE Inc: Australian indoor trampoline and active entertainment venue operator with multiple locations, offering birthday parties, group sessions and school excursions. Direct competitor to AFL Max's indoor activity zones for families and schools.
• Sky Zone: Global indoor trampoline park franchise with active-play attractions for families, schools and parties. Closely comparable venue format and target market to AFL Max.
• Archie Brothers Cirque Electriq: Funlab-owned Australian entertainment venue combining arcade games, dodgems, bowling and bar. Closely comparable birthday-party and group entertainment venue format in the Australian market.
• Timezone: Family entertainment center chain with arcade games, rides and skill-based attractions across Australia and globally. Comparable indoor entertainment venue targeting families and groups for parties and group bookings.
• Flip Out: Global indoor trampoline and adventure park chain with strong Australian presence, targeting families, schools and birthday parties. Overlaps directly with AFL Max's general admission and party business.

Regional players

• Gumbuya World: Australian family theme park with rides, water park and animal attractions. Broader regional family entertainment operator, overlapping at the family day-out value proposition rather than the indoor active-skill niche AFL Max occupies.

Broad incumbents

• Funlab: Australian operator of multi-format entertainment brands (Strike Bowling, Holey Moley, Archie Brothers Cirque Electriq, etc.). Larger incumbent with overlapping group entertainment, birthday and corporate event offerings, though focused on adult-led formats rather than AFL-themed youth sport.

Emerging players

• Clip 'n Climb: International indoor climbing themed attraction franchise targeting families, school groups and parties. Overlaps with AFL Max's climb zones and B2B/group booking use cases.
• iFLY Indoor Skydiving: Global operator of indoor skydiving wind tunnels offering experience-based entertainment for families, schools and corporate team-building. Comparable indoor active-attraction model and B2B use cases (team building, school excursions).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC9wlMdKtdKLGhWZuzdfuZ2g
• Facebookfacebook.com/AFLMaxAU
• LinkedInlinkedin.com/company/afl-max
• Instagraminstagram.com/aflmax

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 AFL Max