Loftus Recreation Centre
- Company typePrivate
- Founded2007
- HeadquartersPerth, Australia
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Loftus Recreation Centre does
Loftus Recreation Centre is a multi-activity community recreation facility located at 99 Loftus Street in Leederville, Perth, Western Australia, operated by Belgravia Leisure (trading name of Belgravia Health and Leisure Group Pty Ltd, a proprietary limited company domiciled in Victoria). Founded in 2007 and employing 51-100 staff, the venue combines a 24/7-accessible gym, four indoor multipurpose courts, an outdoor AstroTurf soccer pitch, group fitness studios, a reformer Pilates studio, a cycling studio, function and meeting rooms, a boardroom, and a cafe into a single integrated facility catering to the Leederville and surrounding Perth community across all ages and abilities.
The business runs on a diversified, multi-stream revenue model anchored by recurring membership subscriptions (Premium at AUD $52.20/month and Standard at $22/week with concession and senior pricing), supplemented by usage-based court and venue hire (futsal $69/hour, pickleball $32/hour, function rooms), transaction-based sports competition fees (basketball $200 registration plus $77/week per team across ~100 weekly teams in a 12-week round-robin season), casual pay-per-visit admissions ($19/group fitness class), and professional-services personal training. Customer-facing technology is provided by the Active World app and portal (blau.activeworld.com.au), which handles online membership signup, class booking, digital access cards, family-account linking, and payment management. Acquisition runs through a direct-to-consumer motion: self-service online signup, on-site reception, social sports team registration, venue hire enquiry forms, and top-of-funnel community engagement via Facebook, Instagram, blog content (mental health, self-care campaigns), email newsletter, and partnerships with organisations such as Mental Health Australia, Beyond Blue, and Lifeline. JustPlay is integrated as a minority technology partnership for individual basketball player matchmaking.
Loftus Recreation Centre firmographics
Firmographics- Name
- Loftus Recreation Centre
- Legal name
- Belgravia Health and Leisure Group Pty Ltd
- Website
- https://loftusrecreationcentre.com.au
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
Loftus Recreation Centre industry classification
Industry- Product category
- Community Recreation and Fitness Services
- NAICS
- Fitness and Recreational Sports Centers (713940)
- SIC
- Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Training & Practice Facilities (Team Performance Centers) (MPAKAEAI)
- akta.pro secondary industries
- Group Fitness, Personal Training & Wellness Coaching (EDALAIAE), Senior/Low-Impact Group Fitness (HSADABAI)
Keywords
Where Loftus Recreation Centre is headquartered
LocationHeadquarters
- HQ city
- Perth
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Loftus Recreation Centre business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Supply Chain
Revenue model
- Membership Subscriptions: Recurring monthly and weekly membership fees providing unlimited or tiered access to gym, group fitness, courts, and reformer Pilates facilities. Premium and Standard membership tiers with concession and senior discounts available.
- Venue and Court Hire: Hourly rental of indoor courts, outdoor AstroTurf pitch, function rooms, meeting rooms, and boardrooms for events, training, casual games, and parties.
- Sports Competitions: Registration fees and weekly game fees for social sports competitions including basketball, netball, futsal, volleyball, and futsal. Teams register and pay recurring game fees per match.
- Casual Admissions: Pay-per-visit fees for casual gym use, group fitness classes, and court sports without membership commitment.
- Personal Training Services: One-on-one coaching sessions provided by certified trainers with specialised expertise in fitness, weight loss, rehabilitation, and sports-specific training.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Premium Membership - Unlimited access to all facilities and classes |
| Subscription | Weekly | Standard Membership - Core gym and group fitness access |
| Usage-based | Pay-as-you-go | Casual Group Fitness Class |
| Transaction based/ take rate | Weekly | Basketball Competition - Registration and Game Fees |
| Unit Pricing | Pay-as-you-go | Futsal Court Hire (Casual) |
| Unit Pricing | Pay-as-you-go | Pickleball Court Hire (Casual) |
| Freemium | One time/ perpetual license | Free Trial Pass |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
Loftus Recreation Centre product offering
Product offeringCore offering
Loftus Recreation Centre is a multi-activity community recreation facility offering a 24/7 gym, group fitness studios, reformer Pilates, and four indoor multipurpose courts plus an outdoor AstroTurf pitch in Leederville, Western Australia. It sells recurring gym memberships (Premium and Standard tiers), casual admissions, personal training, social sports competition registrations, junior sports programs, accessible/inclusive programs, and hourly venue hire of courts and function rooms. The centre is operated by Belgravia Leisure (Belgravia Health and Leisure Group Pty Ltd) and uses the Active World platform for membership and booking management.
Product overview
Loftus Recreation Centre is a multi-activity community recreation facility offering a unified platform of fitness and sports services. The core offering centers on gym facilities with tiered membership options (Premium and Standard) providing 24/7 access to health clubs, group exercise studios, functional training zones, reformer Pilates studios, and personal training. Adjacent to fitness services, the venue operates sports facilities (4 indoor courts, outdoor AstroTurf pitch) supporting both casual play and organized competitions across basketball, netball, volleyball, futsal, badminton, and pickleball. The Active World membership management platform powers account administration, class booking, and digital access. Additional offerings include venue hire for courts and function spaces, school holiday programs for children, and accessible/inclusive programs for seniors and people with disabilities. The venue also houses a café and operates as Belgravia Leisure's managed facility.
Differentiator
Problem solved
Functional benefit
Products and services
- Health Club (Gym) State-of-the-art gym providing cardio, strength, and weight areas with 24/7 access for members, serving individuals and families seeking general fitness facilities.
- Group Exercise Classes Scheduled group fitness classes including Cycle, RPM, Les Mills BodyPump, BodyCombat, BodyBalance, Core, Shapes, Step Aerobics, Yoga, Mat Pilates, Circuit, Active Seniors, and Freestyle Dance for community members.
- Functional Training 45-minute high-energy personalised group coaching sessions combining cardio, strength, and functional movements delivered in 8-week progressive blocks, exclusive to Premium Membership holders.
- Reformer Pilates Low-impact full-body workout on reformer machines in a dedicated studio, suitable for all fitness levels with benefits for core strength, flexibility, and rehabilitation.
- Personal Training One-on-one coaching with certified trainers providing personalised exercise programs tailored to individual goals, including general fitness, weight loss, wellness, functional training, bodybuilding, and rehabilitation.
- Social Sports Programs Casual and social play options across basketball, futsal, volleyball, badminton, pickleball, netball, and dance with no membership required, targeting community members and small groups.
- Sports Competitions Year-round competitive leagues in basketball, futsal, netball, and volleyball running 12-week seasons with round robin format, finals, qualified referees, and medals for winners.
- Junior Sports Programs School holiday sports programs for children aged 6-14 years introducing basic sports skills in a fun environment, with before/after care available.
- Venue Hire Facility rental including four indoor multipurpose courts, an outdoor AstroTurf soccer pitch, boardroom, and three function/meeting rooms for events, training, casual games, and parties.
- Accessible Programs Inclusive programs including Take Charge, Women's Only Group Exercise, B Active Longer Seniors Program, Personal Training, and Exercise Physiology designed for people of all abilities.
- The Dance Society Dance program offering Hip Hop and Jazz classes for all ages, including preschool dance for children aged 18 months to 3 years and junior Hip Hop for ages 6 to 12 years.
Companies that use Loftus Recreation Centre
Customer profileSegments6 records
Ideal customer profiles4 records
Loftus Recreation Centre technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Loftus Recreation Centre partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights5 records
Loftus Recreation Centre competitors and assessment
Company assessmentBroad incumbents
- Anytime Fitness: Largest 24/7 fitness franchise in Australia with extensive Perth presence. Competes on convenience and price with Loftus's 24/7 gym access, but lacks Loftus's community sports, court hire, and inclusive programming breadth.
- Jetts Fitness: Australian-headquartered 24/7 no-lock-in-contract gym chain with multiple Perth locations. Competes on price and flexibility against Loftus's subscription memberships, but offers a narrower service mix.
- Fitness First Australia: Australia's largest premium fitness club chain with metro locations including Perth. Operates multi-purpose clubs with gym, group fitness, and PT, but with broader geographic footprint and more standardized national offering than Loftus's community-anchored venue.
- Goodlife Health Clubs: National full-service fitness chain with Perth locations. Offers gym, group fitness, and personal training comparable to Loftus's Premium tier, but with a corporate positioning rather than community-recreation centre model.
- Plus Fitness: Australian 24/7 budget gym franchise with strong metro coverage. Competes directly with Loftus's Standard and entry-level memberships on price, although without the courts, group fitness depth, or community programming.
Direct peers
- Cockburn ARC: City of Cockburn-operated aquatic and recreation centre in Perth's southern suburbs offering gym, group fitness, sports courts, and aquatic facilities. Comparable multi-activity community recreation model serving a Perth metropolitan catchment.
- Craigie Leisure Centre: Multi-activity leisure centre in Craigie, Western Australia, also managed by Belgravia Leisure. Offers a similar mix of gym, group fitness, sports courts, and aquatics to Loftus, making it the most directly comparable venue in the same operator network.
- Cannington Leisureplex: Multi-activity leisure centre in Cannington, Perth metro, providing gym, courts, aquatics, and group fitness to the local community. Closely comparable service mix and suburban-community positioning to Loftus.
- Geelong Leisurelink: Major Belgravia Leisure-managed multi-activity facility in Geelong, Victoria, offering gym, courts, aquatics, group fitness, and creche. Comparable operational model to Loftus within the same parent network but in a different regional market.
- YMCA Australia: National community recreation and leisure operator running aquatic, fitness, sports, and youth programs across Australia. Comparable community-anchored multi-activity recreation model with similar inclusive programming philosophy to Loftus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Loftus Recreation Centre social profiles
Digital presenceLoftus Recreation Centre financial estimates
Financial estimateRevenue estimate
Valuation estimate
Loftus Recreation Centre leadership team
Management profileNumber of profiles
Profiles1 record
Loftus Recreation Centre funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Loftus Recreation Centre M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Loftus Recreation Centre
What does Loftus Recreation Centre do?
Loftus Recreation Centre is a multi-activity community recreation facility offering a 24/7 gym, group fitness studios, reformer Pilates, and four indoor multipurpose courts plus an outdoor AstroTurf pitch in Leederville, Western Australia. It sells recurring gym memberships (Premium and Standard tiers), casual admissions, personal training, social sports competition registrations, junior sports programs, accessible/inclusive programs, and hourly venue hire of courts and function rooms. The centre is operated by Belgravia Leisure (Belgravia Health and Leisure Group Pty Ltd) and uses the Active World platform for membership and booking management.
Is Loftus Recreation Centre a public or private company?
Loftus Recreation Centre is a private company. It is classified as corporate owned and is currently operating.
When was Loftus Recreation Centre founded?
Loftus Recreation Centre was founded in 2007. It employs 51 to 100 people.
Where is Loftus Recreation Centre based?
Loftus Recreation Centre is headquartered in Perth, Australia, in the Oceania region.
How does Loftus Recreation Centre make money?
Five revenue lines are on record. Membership Subscriptions are the primary driver. The others are venue and Court Hire, sports Competitions, casual Admissions and personal Training Services.
Who are Loftus Recreation Centre's main competitors?
Broad incumbents on record are Anytime Fitness, Jetts Fitness, Fitness First Australia, Goodlife Health Clubs and Plus Fitness. Direct peers are Cockburn ARC, Craigie Leisure Centre, Cannington Leisureplex, Geelong Leisurelink and YMCA Australia.
Does Loftus Recreation Centre have an API?
No public API is recorded for Loftus Recreation Centre.
What industry is Loftus Recreation Centre in?
Loftus Recreation Centre's product category is Community Recreation and Fitness Services. Its primary akta.pro industry code is MPAKAEAI, Training & Practice Facilities (Team Performance Centers), with a secondary code of EDALAIAE, Group Fitness, Personal Training & Wellness Coaching. Its NAICS code is 713940 and its SIC code is 7997.