What Aquamoves does

Aquamoves is a municipal leisure and aquatic recreation facility owned and operated by the Greater Shepparton City Council in Shepparton, Victoria, Australia. Established in 1997, the facility operates from a single flagship site at 25 Tom Collins Drive, Shepparton, and serves as the primary aquatic and fitness center for the Greater Shepparton and surrounding Goulburn Valley region. It handles over 600,000 visits per year and operates a secondary network of seasonal rural outdoor pools in Tatura, Merrigum, Mooroopna, and Murchison.

The core product portfolio includes indoor aquatic facilities (25m lap pool at 28.5–29.5°C, leisure pool, water slide, rapid river, spas, dry sauna, and a purpose-built warm-water Hydrotherapy pool at 33.5–35°C — the only one in the Goulburn Valley), an outdoor 50m Olympic-sized solar-heated pool (Raymond West Pool), a splash park, a Learn to Swim school, a gym with personal training, and a broad group fitness timetable. Additional services include Health Suites leased to allied health practitioners, kids' birthday party packages, facility bookings, LSV pool lifeguard and AUSTSWIM/LSV swim teacher certification courses, retail, and an on-site café (Daily Dose Aqua Café, launched June 2026). The facility also publishes free "At Home Workouts" digital video content.

The revenue model is a hybrid of subscription memberships (Move Your Way, Youth Energy, Over 60s, Men's Health Group, plus rural seasonal memberships), per-visit casual fees, recurring Learn to Swim programs, fixed-price training courses, multi-year Health Suite lease income, and one-time facility/event bookings. Pricing is publicly disclosed and was updated effective 1 July 2026 to reflect rising operational costs. Aquamoves is a government-owned entity — it has no external investors, no venture or private equity backing, and no funding rounds; it operates as a public service governed by the council.

Name

Aquamoves

Legal name

Aquamoves (operated by Greater Shepparton City Council)

Website

https://aquamoves.com.au

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

51–100 employees

Short description

Aquamoves is a council-owned aquatic and fitness facility in Shepparton, Victoria, serving 600,000+ annual visits across indoor/outdoor pools, gym, swim school, group fitness, and allied health suites for the Greater Shepparton community.

Ownership category

akta.pro rank

Product category

Aquatic and Fitness Recreation

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Aquatic Centers & Swimming Facilities (MPAKAEAF)

akta.pro secondary industries

Aqua Fitness Classes (HSADABAL), Aquatic Physical Therapy & Hydrotherapy (HSADAIAL), Aquatic Family Entertainment Centers (Splash Pads, Aquatic Playgrounds, Swim Parks) (THAJAEAL)

Keywords

• Aquatic recreation services
• Swim school programs
• Group fitness classes
• Hydrotherapy rehabilitation
• Community leisure centre

Headquarters

HQ city

Shepparton

HQ country

Australia

HQ region

Oceania

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Membership Subscriptions: Recurring membership fees providing unlimited or discounted access to facilities including pools, gym, and group fitness classes. Multiple membership tiers available including Youth Energy, Over 60s, and Move Your Way options.
2. Casual Visit Fees: Per-visit charges for individuals and families using pools, gym, and fitness facilities without a membership.
3. Learn to Swim / Swim Lessons: Revenue from swim school programs catering to all ages and ability levels.
4. Health Suites Rental: Rental income from health suites leased to allied health practitioners including physiotherapists and wellness providers.
5. Facility Bookings: Revenue from booking pools, fitness classrooms, and other spaces for private events, parties, and group activities.
6. Training Course Fees: Fees collected from hostingPool Lifeguard courses and swim teaching certifications (AUSTSWIM, Life Saving Victoria).
7. Retail Sales: Sale of swim gear, accessories, and merchandise through the centre, including Black Friday promotions.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Aquamoves is a municipal aquatic and fitness centre providing indoor and outdoor pools, a fully equipped gym, group fitness classes, Learn to Swim programs, hydrotherapy, and allied health suite rentals. It serves the Greater Shepparton community through memberships, casual visits, swim school enrolments, facility bookings, kids parties, an on-site café, and host-site training courses. Health Suites are leased to allied health practitioners, adding rental income and patient referrals.

Product overview

Aquamoves is a multi-facility recreation center operated by Greater Shepparton City Council, offering a comprehensive suite of aquatic and fitness services. The core product portfolio includes indoor aquatic facilities (25m lap pool, leisure pool, Hydrotherapy pool, spas, and sauna), outdoor pools (50m Olympic pool, Splash Park, and leisure pool), Learn to Swim programs, gym facilities, and group fitness classes. Additional offerings include Health Suites for allied health practitioners, facility and party bookings, an on-site café (opened June 2026), and remote At Home Workouts video content. The facility also manages several rural outdoor pools in the surrounding region on a seasonal basis.

Differentiator

Problem solved

Functional benefit

Brands

• Daily Dose Aqua Café: Café offering at Aquamoves serving food and beverages to visitors
• Raymond West Outdoor 50m Pool
• Move Your Way Memberships
• Health Suites

Products and services

• Learn To Swim Comprehensive Swim School program catering for all levels of swimming ability and ages, including beginner and intermediate adult lessons and lessons delivered during Women Only Swimming sessions.
• Gym Spacious gym with equipment and friendly staff assistance, offering personal training and custom workout programs for members and casual users.
• Swimming (Aquatic Facilities) Indoor and outdoor swimming facilities including the 25m indoor lap pool, leisure pool, Hydrotherapy pool, and outdoor 50m Olympic pool for lap swimming and recreation.
• Group Fitness Large suite of group fitness classes covering Circuit, Body Pump, RPM, Yoga, Pilates, Body Combat, Aqua classes, HIIT, and child-friendly classes.
• Health Suites Allied Health team of qualified therapists providing evidence-based services, plus rentable Health Suites (8.3m2 and 8.8m2) with reverse cycle air-conditioning and internet for allied health practitioners on multi-year contracts.
• Kids Parties Birthday pool party packages for children's celebrations held at the aquatic facility.
• Facility Bookings Booking services for pools, fitness classrooms, and other facility spaces for private or group use by schools, swim clubs, and community organisations.
• Daily Dose Aqua Café On-site café providing food and beverages to Aquamoves visitors and members.
• At Home Workouts Free online workout videos and fitness tips available remotely across High Intensity, Older Adults and Special Needs, Core/Pilates, Tabata and Boxing, Kids and Teens, Weights/Strength, Yoga/Meditation, and Performance Breathing categories.
• Membership Programs Various membership types including Move Your Way Memberships, Men's Health Group, Youth Energy Membership, and Over 60s Membership, with pricing changes effective 1 July 2026.
• Indoor Aquatic Facilities 25m heated lap pool (28.5-29.5°C), leisure pool with water features (31.5-32.5°C), warm water Hydrotherapy pool (33.5-35°C), water slide, rapid river, two spas, and dry sauna.
• Outdoor 50m Pool (Raymond West Pool) Olympic-sized outdoor pool with eight lanes, solar heated to 28°C, operating seasonally from early October through late April.
• Splash Park and Outdoor Leisure Pool Interactive outdoor water playground with rubber surface featuring rainforest, seesaw, water cannons, fountains and shooters, plus leisure pool with zero depth entrance.
• Rural Outdoor Pools Seasonally operated outdoor pools including Tatura Swimming Complex, Merrigum Swimming Pool, Mooroopna War Memorial Pool, and Murchison Swimming Pool serving surrounding communities.
• LSV Swimming and Water Safety Teacher Course Hosted Life Saving Victoria training course equipping candidates with the skills and knowledge required for employment as a Swim Teacher, priced at $295.

Segments8 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core.

• Greater Shepparton City CouncilcoreOthersGreater Shepparton City Council owns and operates Aquamoves as part of its community recreation infrastructure. The council provides funding, governance, and oversight for the facility, which is described as 'proudly provided by Greater Shepparton City Council' at address 90 Welsford Street, Shepparton.
• Life Saving VictoriacoreStrategic or Co-development PartnerLife Saving Victoria conducts Pool Lifeguard training courses and Swimming and Water Safety Teacher courses at Aquamoves. Courses include Pool Lifeguard Update, Pool Lifeguard Course, and LSV Swimming and Water Safety Teacher certification.
• AUSTSWIMcoreStrategic or Co-development PartnerAUSTSWIM swim teacher certification courses are hosted at Aquamoves, providing pathways for individuals to become qualified swim teachers through the facility.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• BlueFit: BlueFit is an Australian leisure facility operator running council-owned aquatic and fitness centers. Direct peer given overlapping service offerings (pools, gyms, group fitness, swim school) under similar municipal-style operations.
• Belgravia Leisure: Belgravia Leisure manages aquatic, fitness, and recreation facilities on behalf of Australian local councils. Directly comparable as an operator of council-owned aquatic and leisure centers with similar service mix.
• Knox Leisureworks: Knox Leisureworks is a Knox City Council recreation facility featuring aquatic, gym, and group fitness services. Comparable council-operated multi-service leisure model.
• YMCA Victoria (The Y): YMCA operates aquatic, gym, swim school, and group fitness programs across Victorian community recreation centers. Shares the membership-based recreation club model and learn-to-swim focus with Aquamoves.
• Glen Eira Leisure (GEL): Glen Eira Leisure operates the Glen Eira Aquatic and Recreation Centre, offering indoor/outdoor pools, health suites, swim school, and group fitness. Closely aligned with Aquamoves as a metropolitan-regional aquatic recreation facility.
• Aqualink Box Hill (Whitehorse): Aqualink is a multi-pool aquatic and fitness facility operated for Whitehorse City Council, offering learn-to-swim, gym, group fitness, and seasonal outdoor pools. Comparable scale and council-operated model.
• Ian Thorpe Aquatic Centre: Council-owned aquatic center in Sydney offering indoor pools, learn-to-swim, gym, and group fitness. Compares directly on aquatic center operations and broad community programming.

Others

• Life Saving Victoria: LSV partners with Aquamoves to deliver pool lifeguard and swim teacher certification courses. Ecosystem partner rather than competitor, but operates adjacent aquatic training programming.

Broad incumbents

• Fitness First Australia: National commercial fitness chain offering gyms and group fitness across Australia. Broader incumbent competing for general fitness membership share in regional catchments.
• Goodlife Health Clubs: Large Australian fitness chain with regional gym locations. Competes with Aquamoves on gym and group fitness memberships as a broader commercial incumbent.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/aquamoves
• LinkedInlinkedin.com/company/aquamoves

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 Aquamoves