Vikings Group

What Vikings Group does

Vikings Group is a private hospitality and community club organization operating in the Australian Capital Territory and the adjacent Queanbeyan-Palerang region of New South Wales. Founded in 1979 with the opening of Erindale Vikings in the Tuggeranong Valley, the group currently operates three active club venues — Erindale, Town Centre, and Lanyon — following the announced closure of Chisholm Vikings on 30 January 2026. Each venue combines a bistro or restaurant (including The Cookery and Moo+Brew café concepts), gaming lounges operating under the ACT Community Gaming Model, TAB betting services, function rooms, and sporting facilities (lawn bowls, tennis, Vikings 24/7 Fitness, Viking Park). A planned fourth venue, The Poplars Club in Jerrabomberra, is awaiting council approval.

The group serves over 47,000 members and supports a network of more than 50 affiliated sports and community clubs representing approximately 8,500 athletes across rugby, cricket, netball, hockey, tennis, lawn bowls, archery, and pickleball. Revenue is generated through five primary streams: food and beverage sales, gaming machine revenue, membership subscriptions, function room hire and events, and sports and community facility usage. Pricing is predominantly unit-based (per meal, per gaming session) with member-exclusive discounts, plus a recurring annual membership fee. Go-to-market is direct-to-consumer via physical venues, supported by the Vikings Rewards loyalty program and mobile app.

The business model is a regulated community club structure in which gaming and venue profits are contractually reinvested into grassroots sport and community programs. Since inception, Vikings claims to have returned over $41 million to the local community, with over $2 million reinvested annually. The organization is led by CEO Anthony Hill and reports no parent company, no external funding rounds, and no disclosed revenue figure. Chisholm Vikings' closure and the Poplars Club development represent the most material near-term portfolio changes.

Name

Vikings Group

Legal name

Vikings Group

Website

https://vikings.com.au

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

1–10 employees

Short description

Vikings Group is a private ACT-based hospitality and community club organization operating three venues (Erindale, Town Centre, Lanyon) that combine dining, gaming, fitness, and function facilities. It serves over 47,000 members and supports 50+ affiliated sports and community clubs, reinvesting profits into grassroots sport.

Ownership category

akta.pro rank

Product category

Community Club Hospitality

NAICS

Fitness and Recreational Sports Centers (71394), Sports Teams and Clubs (711211)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Local Amateur Clubs & Community Sports Organizations (MPAKACAE)

akta.pro secondary industries

Neighborhood & Sports Bars (THAFAEAA), Gaming Café/Bar Hybrid Venues (Food & Beverage + Competitive Play) (MPAFALAD)

Keywords

• Community club hospitality
• Gaming lounge services
• Sports club management
• Membership rewards program
• Function venue hire

Headquarters

HQ city

Australian Capital Territory

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Food and Beverage Sales: Revenue generated from bistros, cafes (Moo+Brew), bars, and restaurant operations across all venues including Erindale, Town Centre, and Lanyon Vikings clubs.
2. Gaming Revenue: Revenue from gaming machines across venues, subject to ACT Government policy obligations on machine surrender.
3. Membership Subscriptions: Annual and ongoing membership fees providing access to club facilities, rewards programs, and member-exclusive pricing.
4. Function Room Hire and Events: Revenue from venue hire for private functions, events, and celebrations at multiple venues.
5. Sports and Community Facility Usage: Revenue from sporting facilities including tennis courts, lawn bowls, fitness center, and sports field access.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Vikings Group operates a network of community club venues in the ACT and Queanbeyan-Palerang region, providing food and beverage service (bistros, The Cookery restaurant, Moo+Brew cafés), gaming lounges, TAB betting, fitness facilities, sporting facilities (lawn bowls, tennis, Viking Park), and function/event spaces to over 47,000 members. The organization reinvests gaming and venue profits into grassroots sport and community programs, supporting 51 affiliated sports and community clubs. A membership loyalty program (Vikings Rewards) with a mobile app underpins member engagement across the venue network.

Product overview

Vikings Group is a hospitality and community organization operating multiple club venues across the ACT and Queanbeyan region. The portfolio includes three active venues (Erindale, Lanyon, and Town Centre), with Chisholm closing in January 2026. A planned new venue (Poplars Club) is in development for Jerrabomberra. The offering combines club facilities including bistros, gaming lounges, TAB betting, fitness centers, and function rooms with a loyalty rewards program accessible via a dedicated mobile app. Dining concepts include The Cookery restaurant, Moo+Brew cafés, and regular special priced meals and events. The venues serve as community hubs supporting affiliated sports clubs and running social programs. The core business model combines hospitality, gaming revenue (under the ACT Community Gaming Model), and community reinvestment into grassroots sport and wellbeing programs.

Differentiator

Problem solved

Functional benefit

Brands

• Vikings Rewards: Membership rewards program allowing members to earn and redeem points at Vikings venues
• Vikings 24/7 Fitness
• Moo+Brew
• The Cookery
• Viking Park
• Poppy's Club

Products and services

• Erindale Vikings Club Venue Primary Vikings club venue at 6 Ricardo Street, Wanniassa ACT 2903, featuring The Cookery restaurant, bistro (The Cookery/Sideline Bar), gaming lounge, fitness centre, lawn bowls, and sporting facilities. Open Monday-Sunday 9am-4am. Targeted at ACT community members and member-exclusive promotions.
• Town Centre Vikings Club Venue Family-oriented club venue at Cnr Athllon Dr & Rowland Rees Cr, Greenway ACT 2900, featuring a bistro, outdoor dining, lawn bowls, tennis courts, and function rooms. Open Sunday-Wednesday 9am-2am and Thursday-Saturday 24 hours. Targeted at ACT community members.
• Lanyon Vikings Club Venue Club venue at Heidelberg Street, Conder ACT 2906, offering bistro dining, sports bar, and function facilities. Open Sunday-Monday 11am-10pm, Tuesday-Wednesday 11am-12am, Thursday 11am-2am. Targeted at southern Canberra members.
• Chisholm Vikings Club Venue Former club venue in Chisholm, ACT, that served the local community for over 30 years. Last day of trading 30 January 2026, with the site being considered for alternative uses or redevelopment.
• Vikings Rewards Loyalty Program Member loyalty program allowing members to earn points through gameplay and spending, redeemable for cash, discounts, and special offers at Vikings venues. Includes the Vikings Rewards mobile app for tracking points and accessing digital membership cards.
• Vikings 24/7 Fitness 24-hour fitness centre operating within the Vikings venue network, providing gym facilities for members.
• Viking Park Sports Facility Sports facility at Erindale that hosts affiliated sports clubs and community events including the annual Sunday Funday community event. Used for rugby, cricket, and other affiliated club activities.
• The Cookery Restaurant Restaurant at Erindale Vikings open for lunch and dinner daily, offering contemporary Australian cuisine to members and guests.
• Moo+Brew Café Café brand operating within Vikings venues offering coffee and cake as part of the food and beverage portfolio, with promotions such as the $10 Coffee & Cake all-day offer.
• Vikings Rewards Mobile App Mobile application (iOS and Android) enabling members to track rewards points, access their digital membership card, and manage their Vikings experience on smartphones.
• Function Room and Venue Hire Function room hire and venue rental for private functions, events, and celebrations across Vikings venues. Free room hire is also provided to qualifying community groups (e.g., RSL sub-branch, Perseus Program).
• TAB Betting Service Totalisator Agency Board (TAB) betting service available at Vikings venues, providing racing and sports betting facilities for members.
• Gaming Lounge Gaming machine facilities available at Vikings venues, operating under the ACT Community Gaming Model and subject to ACT Government policy on machine surrender obligations.
• Lawn Bowls Facilities Lawn bowls greens available at Erindale and Town Centre Vikings, providing social and competitive bowls for members and community groups.
• Social Tennis Facilities Social tennis courts available at Vikings venues, providing recreational tennis access for members.

Quantifiable outcome

• Over $41 million returned to local community since 1979
• +4 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Pickleball ACTcoreStrategic or Co-development Partner · 1 January 2024Pickleball ACT became affiliated with Vikings in 2024. The club has grown to 1,059 members and Vikings supports junior initiatives, family sessions, and tournament hosting. Vikings provides both financial and in-kind support to help grow pickleball opportunities.
• Tuggeranong RSL Sub-BranchcoreStrategic or Co-development PartnerPartnership with Tuggeranong RSL Sub-Branch to host monthly Veterans Morning Tea at Erindale Vikings, providing a welcoming space for veterans, RSL members, and their families to connect.
• The Men's TableminorStrategic or Co-development PartnerNational initiative providing men a space to share openly in a non-judgmental setting. Vikings provides free private room access for monthly sessions.
• ACT Gambling Support ServiceminorOthersPartnership displaying ACT Gambling Support Service contact information (1800 858 858) on Vikings website for harm minimisation support.
• Make the Time (Perseus Program)minorStrategic or Co-development PartnerVikings hosts Make the Time's Perseus Program at Viking Park, a youth-focused initiative for young people disengaged from school or navigating youth justice system.
• Capital Field ArcherscoreStrategic or Co-development PartnerFamily-oriented field archery club serving ACT and surrounding region. Vikings supports through grants and community programs, including hosting intro events for community groups.
• Fearless Women's GroupminorStrategic or Co-development PartnerCanberra-based charity supporting girls and young women facing significant life challenges. Capital Field Archers hosted an 'Introduction to Archery' event for this group at CFA grounds.

Scale indicators9 records

Recent moves8 records

Expansion highlights4 records

Direct peers

• Mounties Group: NSW-based community and registered clubs operator with hospitality, gaming, fitness, function, and community programs across multiple venues. Closely mirrors Vikings' diversified revenue mix and community reinvestment model.
• Wests Group Australia: Australian community clubs group operating multiple venues with hospitality, gaming, fitness, and affiliated sports clubs, structured similarly to Vikings' multi-venue, multi-subsidiary model. Comparable in scale and operating mix, though NSW-based.
• Gungahlin Lakes Golf and Recreation Club: Multi-facility ACT community club with hospitality, gaming, sports, and event venues in a growth corridor of Canberra. Comparable in operating model and member-driven community reinvestment focus.
• Canberra Southern Cross Club: One of the largest community clubs in the ACT, operating multiple venues with hospitality, gaming, and sports affiliations under the same ClubsACT regulatory regime as Vikings. Directly comparable in operating model, geographic catchment, and member base.
• Tradies Canberra (Trade Union Club): ACT-based community club offering dining, gaming, function, and sporting facilities with an affiliated-club community support model similar to Vikings. Operates in the same regulatory and competitive environment in Canberra.

Emerging players

• Club Lime: ACT/NSW-based 24/7 fitness chain operating gyms including within community clubs. Comparable to Vikings 24/7 Fitness in offering and target member, though focused purely on fitness rather than full hospitality and gaming.

Broad incumbents

• ALH Group (Australian Leisure and Hospitality): Australia's largest pub and club operator (owned by Woolworths/Endeavour Group), running hundreds of venues with gaming, bars, dining, and sports betting. Not a direct community club peer, but the dominant incumbent shaping the competitive landscape for hospitality and gaming spend in regional Australia.
• Panthers Group: Large multi-venue NSW community clubs and entertainment group (part of Penrith Panthers) with hospitality, gaming, sports, and major events. Broader and larger than Vikings, but operates on the same community-club economic model.

Regional players

• RSL Australia (national network): National network of RSL sub-branch clubs across Australia, many of which partner with Vikings-style community clubs (e.g., Tuggeranong RSL at Erindale). Comparable in member-driven hospitality, gaming, and veterans/community programming.
• Eastlake Football Club (Calwell): ACT-based community sporting club with associated licensed club operations and community programs. Comparable in tying grassroots sport funding to a hospitality/community venue model, though materially smaller in scale than Vikings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/thevikingsgroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries2 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 Vikings Group