Active Merri-bek

What Active Merri-bek does

Active Merri-bek is a community leisure service network operating six centres across the City of Merri-bek in Melbourne's inner-northern suburbs (Brunswick, Coburg, Fawkner, Oak Park, and Pascoe Vale). Four centres operate year-round (Brunswick Baths, Coburg Leisure Centre, Fawkner Leisure Centre, Oak Park Sports and Aquatic Centre) and two outdoor pools (Coburg Olympic Swimming Pool, Pascoe Vale Outdoor Pool) operate seasonally from December to March. The facilities are owned by Merri-bek City Council and operated under management partnership with Belgravia Leisure, a specialist leisure facility operator across Australia and New Zealand. The network serves general community members, seniors, children and youth through the GOswim Swimming and Water Safety program (powered by Swimming Australia), and over 70 local sports clubs via sportsground hire and resources.

The offering is structured as a platform-plus-modules architecture. The Active World digital platform, available as a mobile app and web portal, powers membership management, class bookings, GOswim progression tracking, payment updates, and digital access card entry across all venues. Core products span aquatic facilities (including a 50-metre Olympic pool at Coburg), fitness facilities with 24/7 Health Club access, and group exercise classes. Premium add-on modules include Reformer Pilates, Personal Training, Aqua Aerobics, Allied Health (Exercise Physiology), and the Coburg Seniors Exercise Park developed with the National Ageing Research Institute.

The business model is a hybrid of recurring weekly subscriptions (membership tiers from $12.90 to $37.80/week across Full Access, Aquatic, multi-centre Active Merri-bek, and GOswim lesson packages) plus usage-based day passes, venue hire fees, and allied health service transactions. Concession, senior, teen, and child rates support community access objectives. Distribution is direct-to-consumer through the six physical centres, the Active World online portal, and in-person reception, with marketing concentrated in localised digital channels (Facebook and Instagram pages per centre, email newsletters, and the School Swimming Program). The organisation recently underwent a management transition to Belgravia Leisure, with all centres reopened under the new arrangement.

Name

Active Merri-bek

Legal name

Active Merri-Bek

Website

https://active.merri-bek.vic.gov.au

Company type

Private

Operating status

Operating

Short description

Active Merri-bek is a council-owned network of six community leisure centres in Melbourne's inner-northern suburbs, operated by Belgravia Leisure. It provides aquatic facilities, fitness, GOswim swimming lessons, and group exercise to local residents across Brunswick, Coburg, Fawkner, Oak Park, and Pascoe Vale.

Ownership category

akta.pro rank

Product category

Community Leisure Services

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Aquatic Centers & Swimming Facilities (MPAKAEAF)

Keywords

• Community leisure services
• Aquatic facilities
• Swimming lessons
• Fitness centres
• Group exercise

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Recurring weekly membership fees providing unlimited or tiered access to fitness facilities, aquatic areas, group exercise classes, and spa amenities. Memberships include Full Access, Aquatic-only, Active Merri-bek multi-center, and Reformer Pilates add-ons.
2. GOswim Swimming Lessons: Weekly paid swimming lesson program operating year-round (48-week program) with tiered pricing including concessions. Includes unlimited student aquatic access outside of lessons and summer family swim benefits.
3. Day Passes and Entry Fees: Pay-as-you-go entry to facilities for non-members, with pricing varying by venue type (indoor vs outdoor pools).
4. Venue Hire: Rental of sportsgrounds, pavilions, and facility spaces to sports clubs, community groups, and private event organizers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Active Merri-bek operates a network of six community leisure centres in the City of Merri-bek, Victoria, providing fitness facilities, aquatic programs, GOswim swimming lessons, group exercise classes, personal training, Reformer Pilates, allied health services, and venue hire for sports clubs and community groups. The centres are owned by Merri-bek City Council and managed by Belgravia Leisure, offering year-round and seasonal outdoor aquatic facilities across Brunswick, Coburg, Fawkner, Oak Park, and Pascoe Vale.

Product overview

Active Merri-bek is a network of six community leisure centres in the City of Merri-bek (Brunswick, Coburg, Fawkner, Oak Park, and Pascoe Vale), operated by Belgravia Leisure on behalf of Merri-bek City Council. The offering is a platform-plus-modules architecture centred on the Active World digital membership portal, which powers access to physical facilities and programs. Core products include aquatic facilities (indoor and outdoor pools across six venues), fitness facilities with 24/7 Health Club access, and GOswim Swimming Lessons (a year-round 12-level program powered by Swimming Australia). Premium add-on modules include Reformer Pilates, Personal Training, Aqua Aerobics, and Allied Health services. The membership structure offers tiered access: Full Access (gym, group exercise, aquatics, spa/sauna), Aquatic-only memberships, Active Merri-bek multi-venue memberships, and GOswim lesson packages with seasonal and year-round options. Additional services include Venue Hire for sportsgrounds and facilities, a free trial guest pass program, and the Coburg Seniors Exercise Park developed with the National Ageing Research Institute.

Differentiator

Problem solved

Functional benefit

Brands

• Active World: Member portal and app for managing memberships, booking classes, and tracking GOswim progress
• GOswim
• Brunswick Baths
• Coburg Leisure Centre
• Coburg Olympic Swimming Pool
• Fawkner Leisure Centre
• Oak Park Sports and Aquatic Centre
• Pascoe Vale Outdoor Pool
• Coburg Seniors Exercise Park

Products and services

• GOswim Swimming Lessons Year-round structured swimming and water safety program powered by Swimming Australia, featuring 12 progressive levels from Starfish (Level 1) through to Orca (Level 12). Operates as a 48-week program with weekly lessons and includes unlimited student aquatic access outside of lessons, a GOswim Welcome Bag, and summer family swim benefits. Designed for children and youth from infancy through teenage years.
• Group Exercise Classes Instructor-led scheduled and on-demand virtual group fitness classes including strength-based and wellness-focused sessions available across multiple venues. Targets general community members seeking structured group workout experiences.
• Personal Training One-on-one personal training sessions delivered by qualified instructors to help members achieve specific fitness goals. Available as an add-on service at leisure centre locations.
• Reformer Pilates Reformer Pilates classes offered as part of premium Full Access + Reformer Membership, providing controlled resistance training using reformer equipment. Available at selected leisure centres.
• Aqua Aerobics Water-based group exercise classes providing low-impact workouts using water resistance. Available at aquatic centres as a specialised form of group exercise suitable for all ages and fitness levels.
• Fitness Facilities (24/7 Health Club) Modern gym facilities with 24/7 access for Full Access members, featuring weights floor, cardio equipment, and health club induction programs. Operates across the network of year-round leisure centres.
• Aquatic Facilities Indoor and outdoor pools across six centres, including a 50-metre Olympic pool at Coburg Olympic Swimming Pool, supporting swimming, aquatic exercise, and leisure activities. Includes spa, steam room, and sauna access for eligible membership tiers.
• Allied Health (Exercise Physiology) Allied health services including exercise physiology to support rehabilitation, injury prevention, and health management. Delivered by qualified exercise physiology practitioners at leisure centre locations.
• Venue Hire Rental of sportsgrounds, pavilions, and facility spaces for sports clubs, community groups, and private event organisers. Available at leisure centre locations throughout the network.
• Sportsgrounds and Facilities Sportsground and facility access supporting over 70 sports clubs and community groups across the City of Merri-bek for various sporting activities and community programs.
• Coburg Seniors Exercise Park Outdoor exercise park at 21 Harding St, Coburg VIC 3058, featuring equipment designed for older people to improve balance, strength, functional movement, joint range of motion, and mobility. Developed in partnership with the National Ageing Research Institute (NARI).
• Membership Programs Multiple membership tiers including Full Access, Aquatic-only, Active Merri-bek multi-centre, and GOswim options with direct debit or paid-in-full payment methods. Includes concession rates for seniors, students, teens, children, and healthcare card holders, plus joining fees for most membership types.
• Free Trial Guest Pass One-time complimentary access pass allowing new visitors aged 16 and older to experience gym, aquatic areas, or a group fitness class before committing to membership. Must be booked via phone, email, or reception.
• GOswim Academy Advanced swimming program for students progressing beyond standard GOswim levels, providing competitive swimming pathway development and advanced stroke technique training.
• School Swimming Program Structured swimming and water safety program delivered in partnership with local schools, providing students with aquatic education and water safety skills through curriculum-aligned lessons at Active Merri-bek centres.
• Splish Splash Early childhood aquatic program for infants and toddlers, providing water familiarisation and introductory water safety skills in a safe, age-appropriate group setting.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Merri-bek City CouncilcoreStrategic or Co-development PartnerMerri-bek City Council maintains ownership of all six Active Merri-bek leisure centres while Belgravia Leisure manages day-to-day operations in partnership with Council. This arrangement ensures community-focused pricing, accessibility standards, and integration with broader municipal health and wellbeing strategies.
• National Ageing Research Institute (NARI)minorStrategic or Co-development PartnerNARI partnered with Active Merri-bek to develop exercise instructions and equipment guidelines for the Coburg Seniors Exercise Park. NARI created sign instructions for each piece of equipment and the My Enjoy App to support seniors in using the outdoor fitness equipment.
• Swimming Australia (GOswim)coreStrategic or Co-development PartnerActive Merri-bek transitioned its Learn to Swim program to the GOswim Swimming and Water Safety program, which is powered by Swimming Australia. This provides structured curriculum, level progression, and certification aligned with national swimming standards.
• Belgravia LeisurecoreStrategic or Co-development PartnerBelgravia Leisure is the operational manager of Active Merri-bek facilities on behalf of Merri-bek City Council. The company specializes in managing aquatic and leisure centres across Australia and New Zealand, providing expertise in facility operations, membership management, and program delivery.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Fitness First Australia: Large premium gym chain with multiple metro Melbourne locations offering fitness, group exercise, and aquatic access. Competes with Active Merri-bek's fitness membership base for convenience-driven adult gym-goers.
• Jetts Fitness: Low-cost 24/7 gym operator with high street presence across Melbourne's northern and western suburbs. Directly competes with Active Merri-bek on price and convenience for adult members whose primary use case is gym access rather than aquatic programming.
• Melbourne Sports and Aquatic Centre (MSAC): State-of-the-art, state-owned aquatic and sports facility in Albert Park, Melbourne. While significantly larger and serving a broader metropolitan catchment, MSAC competes for aquatic, swim-school, and fitness customers across the same Melbourne metro market as Active Merri-bek's flagship Brunswick and Coburg sites.
• Next Generation Clubs: Premium Australian health and racquet club chain combining fitness, aquatic, tennis, and group exercise under membership. Overlaps with Active Merri-bek's Full Access tier for higher-income adult members seeking premium facilities in metropolitan Melbourne.

Emerging players

• Kingswim: Specialist Australian learn-to-swim operator focused on children's swimming lessons using proprietary curriculum. Competes directly with Active Merri-bek's GOswim program for the family swim-school segment in metro Melbourne.
• Carlile Swimming: Long-running Australian swim school chain offering structured learn-to-swim and squad programs. Targets the same children's and family swimming customers as Active Merri-bek's GOswim tier, with overlapping seasonal lesson scheduling.

Direct peers

• Belgravia Leisure: The operating partner of Active Merri-bek and a major manager of aquatic and leisure facilities across Australia and New Zealand. Comparable in service mix (memberships, learn-to-swim, group fitness, allied health) at scale across its broader network of managed centres.
• AquaPulse (City of Moonee Valley): Council-owned aquatic and recreation centre in Melbourne's inner north-west offering aquatic facilities, fitness, group exercise, and learn-to-swim programs to a comparable suburban Melbourne catchment. Closest geographic and demographic analogue to Active Merri-bek's community leisure footprint.
• YMCA Victoria: Operates multiple aquatic, recreation, and fitness facilities across metropolitan and regional Victoria under council and community partnerships. YMCA's recreation centres overlap with Active Merri-bek's swim lesson, fitness, and aquatic programming for similar community user segments.
• Active Monash: A sister network of community leisure centres managed by Belgravia Leisure for Monash City Council in metropolitan Melbourne. Operates the same partnership model (council-owned, Belgravia-operated), offering aquatic, fitness, group exercise, and learn-to-swim programs across multiple venues — directly comparable in operating model and customer segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/activemerribek
• Instagraminstagram.com/brunswickbaths

Revenue estimate

Valuation estimate

Number of profiles

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 Active Merri-bek