Intrac

What Intrac does

Intrac is an Australian cloud-based SaaS company founded in 2000 and headquartered in Sydney, providing business management software to class-based sports and recreation operators. The platform serves SMB to mid-market businesses across verticals including swim schools, tennis centres, dance schools, gymnastics academies, multi-sport facilities, music schools, equestrian facilities, and sports competition organizers — exclusively within the Australian domestic market. The company markets itself on the strength of its founders' 50+ years of hands-on experience running sports facilities, and on a no-lock-in, 24/7-support service model.

The product surface consists of a core Admin Portal (for staff operations) and a Customer Dashboard (for self-service enrolments, bookings, and payments), supported by modular components covering class scheduling, space bookings, competitions management, point-of-sale, staff rostering and payroll, customer CRM, one-click assessments, memberships and passes, reporting, and PCI-DSS-compliant cloud data storage with API integration support and Apple Pay / Google Pay on upper tiers. A complete UI/UX rebuild of both portals was delivered across 2024–2026. The Premium tier bundles AI Waitlists and AI Comments, alongside advanced automation, fixture rules, financial features, and enterprise security controls.

The business model is a hybrid of fixed monthly minimums plus a revenue share: Basics at A$495 + 1.95%, Essentials at A$575 + 2.95%, and Premium at A$785 + 3.95%, with all prices exclusive of GST. Go-to-market is sales-led and consultative, driven by demo bookings and direct phone contact, with supporting content marketing via case studies and SEO targeting sports-facility software search terms. The company is privately held by its founders (Simon, John, and Anthony) with Jack joining the leadership team in 2020; there is no disclosed institutional investment, parent company, M&A activity, or external funding.

Name

Intrac

Legal name

Intrac

Website

https://intrac.com.au

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Intrac is an Australian cloud-based SaaS platform, founded in 2000, that provides class scheduling, bookings, payments, CRM, and POS software to SMB and mid-market sports and recreation operators — primarily swim schools, tennis centres, dance schools, and multi-sport facilities — across Australia.

Ownership category

akta.pro rank

Product category

Sports & Recreation Facility Management Software

NAICS

Computer Systems Design Services (541512)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Software/SaaS Subscriptions (Consumer & Prosumer) (CRAFAIAB)

Keywords

• Sports facility management
• Class scheduling software
• Swim school management
• Recreation booking platform
• Membership management software

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription + Usage-based Revenue: Monthly subscription model with three tiers (Basics, Essentials, Premium) combined with percentage of revenue per month. Each tier has a fixed monthly minimum fee plus a variable percentage of the customer's monthly revenue.
2. Transaction/Usage Revenue: Revenue share based on percentage of customer's monthly revenue, ranging from 1.95% to 3.95% depending on plan tier. This aligns Intrac's success with customer revenue growth.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Intrac provides a cloud-based SaaS platform purpose-built for class-based sports and recreation businesses, combining an Admin Portal for staff (handling class scheduling, enrolments, bookings, competitions, POS, staff rostering, payroll, CRM, assessments, memberships, and reporting) with a customer-facing Customer Dashboard for self-service enrolments, bookings, payments, and competition registrations. The platform is delivered via three pricing tiers (Basics, Essentials, Premium) with monthly minimums plus a percentage-of-revenue share, and is customized to each operator's workflow with no lock-in contracts and 24/7 premium support.

Product overview

Intrac is a sports and recreation management SaaS platform offering a unified, modular system for class-based businesses. The platform consists of a core Admin Portal and Customer Dashboard (rebuilt in 2024-2026 with new UI/UX), with three pricing tiers (Basics, Essentials, Premium) providing graduated access to features. Core modules include Class Scheduling, Booking and Enrolments, Competitions Management, Point of Sale, Staff Rostering and Payroll, Customer Database and CRM, One-Click Assessments, Memberships and Passes, In-depth Reports, and secure cloud-based data storage. The Premium tier includes AI-powered features such as AI Waitlists and AI Comments. The platform serves multiple industries including swim schools, tennis centres, sports facilities, dance schools, music schools, and gymnastics academies.

Differentiator

Problem solved

Functional benefit

Products and services

• Intrac Admin Portal Central cloud-based administrative dashboard providing comprehensive control over class management, bookings, enrolments, customer database, staff rostering, payroll, point of sale, competitions, assessments, memberships, and financial reporting for class-based sports and recreation businesses.
• Customer Dashboard Self-service online portal that lets end customers manage their own enrolments, renewals, bookings, competition registrations, space reservations, and payments with the operator's branding.

Quantifiable outcome

• Reduced administration effort even as businesses grew (Learn to Swim Victoria)
• +3 more outcomes

Named customers3 records

Segments13 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability3 records

Feature11 records

Scale indicators4 records

Recent moves13 records

Expansion highlights5 records

Emerging players

• TeamSnap: Sports team management platform with registration, scheduling, and communication for recreational sports leagues and clubs. Comparable in the sports scheduling and registration use case, but lighter on facility/POS functionality than Intrac.
• Glofox: Fitness studio management software with class scheduling, memberships, and branded member apps. Comparable in the class-based SMB fitness vertical, with stronger mobile-first positioning than Intrac.

Broad incumbents

• Jonas Fitness: Club management software for fitness facilities including scheduling, billing, and member engagement. Comparable in serving class- and membership-based recreation businesses, particularly in the fitness vertical adjacent to Intrac's swim school and sports focus.
• Mindbody: Largest horizontal SaaS for fitness, wellness, and beauty businesses, with a Y Combinator-style breadth of features including class scheduling, memberships, and payments. Intrac competes for the same class-based SMB customers but with deeper sports-specific features.
• Daxko: Enterprise software for YMCAs, JCCs, and community recreation centers, offering membership, programming, and facility management. Comparable to Intrac in serving class- and program-based recreation facilities, but at a larger enterprise tier.

Direct peers

• WellnessLiving: All-in-one business management platform for fitness studios, gyms, and wellness businesses with class scheduling, bookings, payments, and CRM. Comparable in serving class-based SMBs and offering tiered subscription pricing.
• PerfectMind: Membership and class management software for recreation centers, clubs, and studios, including booking, payments, and CRM. Overlaps with Intrac's class and facility booking capabilities in the recreation vertical.
• EZFacility: Sports and recreation facility management software offering scheduling, registration, memberships, and POS for facilities ranging from sports complexes to community centers. The closest direct competitor to Intrac in vertical-specific sports facility SaaS.
• ClubReady: Cloud-based club management software for fitness studios and gyms with class scheduling, billing, and member management. Highly comparable to Intrac in the class-based fitness/sports scheduling and member management domain.

Others

• Acuity Scheduling (Squarespace): General-purpose online scheduling and appointment booking software used by many sports, fitness, and recreation businesses. Comparable in the booking/scheduling functionality, though far less specialized for sports facility workflows than Intrac.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/intrac-australia

Compliance2 records

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 Intrac