What Knox Leisureworks does

Knox Leisureworks is a community aquatic and recreation center located in Boronia, Victoria, Australia, owned by Knox City Council and operated under management contract by Belgravia Health and Leisure Group Pty Ltd. The facility has operated continuously for over 60 years since founding in the 1960s and serves a broad local catchment across the Knox municipality. Its core offering spans five indoor pools (including a 50m pool and a warm water therapy pool), a 24/7 gym, two group exercise studios, a reformer pilates studio, an on-site café (SWELL), and CryoLounge+ recovery services. The GOswim swimming and water safety program, endorsed by Swimming Australia, anchors learn-to-swim delivery with a 48-week curriculum from infants to adults.

The business operates a hybrid revenue model combining weekly direct-debit memberships (eight tiers ranging from $15.00 for Active Teens to $51.45 for Exercise Physiology, with concession and family variants) with transaction-based streams including casual entry fees, birthday parties, venue hire, café sales, and recovery sessions. Memberships and bookings are managed through the proprietary Active World digital platform and supported by Nookal for clinical appointments. Customer segments span general community and families, seniors (60+ Active Adults membership), teenagers, young children, veterans (DVA Heart Health program), NDIS participants, and allied health referrals. Distribution combines direct-to-consumer self-serve membership sign-up, in-person venue sales, school swimming programs, and corporate wellness access via Fitness Passport QR sign-in. Government partnerships — including the Get Active Kids voucher scheme and DVA-funded veteran programming — provide subsidized demand channels that supplement consumer subscription revenue.

Name

Knox Leisureworks

Legal name

Belgravia Health and Leisure Group Pty Ltd

Website

https://knoxleisureworks.com.au

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

51–100 employees

Short description

Knox Leisureworks is a community aquatic and recreation center in Boronia, Victoria, owned by Knox City Council and managed by Belgravia Leisure, serving local families, seniors, teens, veterans, and NDIS participants with pools, gym, swim lessons, and allied health services.

Ownership category

akta.pro rank

Product category

Community Aquatic and Recreation Services

NAICS

Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Aquatic Centers & Swimming Facilities (MPAKAEAF)

akta.pro secondary industries

Aquatics Programs (Pools, Swim Lessons, Lifeguarding) (EDALAIAF), Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

Keywords

• Community aquatic recreation
• Learn to swim lessons
• Fitness and gym memberships
• Exercise physiology services
• Venue hire programs

Headquarters

HQ city

Boronia

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Weekly direct debit memberships providing ongoing recurring revenue across multiple tiers (Exercise Physiology, Wellness, Platinum, Gym & Fitness, Aquatic, Active Teens, Active Adults, GOswim Lessons). Memberships include various levels of facility access and perks.
2. Casual Entry Fees: One-time entry fees for non-members accessing pools and gym facilities, including family passes and multi-visit passes.
3. Birthday Parties: Hosted birthday party packages with aquatic activities, catering, and party host services for children aged 6+.
4. Venue Hire: Facility hire for schools, community groups, and organizations to use 50m pool lanes, group exercise rooms, and function/meeting rooms.
5. Café Sales: SWELL Café operating on-site offering food, beverages, and coffee to members and visitors.
6. Recovery Services: CryoLounge+ sessions available to non-members for $20 per session, with complimentary access for Wellness Members.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Knox Leisureworks is a community aquatic and recreation center that sells multi-activity leisure services including swimming lessons (GOswim program endorsed by Swimming Australia), 24/7 gym access, group exercise classes, reformer Pilates, personal training, accredited Exercise Physiology, aquatic access across five indoor pools, CryoLounge+ recovery therapy, birthday party hosting, venue hire, and SWELL Café food and beverage. Services are delivered through weekly subscription memberships, casual entry fees, and program-specific charges to individual consumers, families, schools, and community organizations in the Knox region of Victoria, Australia.

Product overview

Knox Leisureworks is a multi-activity community leisure facility offering a comprehensive range of health, fitness, and aquatic services. The core offering consists of aquatic facilities (50m pool, warm water pool, splash park, waterslides), a fully equipped gym with 24/7 access, and the GOswim Swimming and Water Safety Program endorsed by Swimming Australia. These are complemented by group exercise classes, reformer Pilates studio, personal training, and accredited Exercise Physiology services following the Exercise is Medicine framework. Additional services include CryoLounge+ recovery therapy, SWELL Café, birthday party packages, and venue hire. Membership options range from aquatic-only and gym-focused plans to comprehensive Wellness and Exercise Physiology memberships. All memberships are managed through the proprietary Active World digital platform.

Differentiator

Problem solved

Functional benefit

Brands

• GOswim: GOswim Swimming and Water Safety Program - a swimming lesson program for infants, children, teens and adults, developed with Swimming Australia.
• Active World
• SWELL Café
• CryoLounge+

Products and services

• GOswim Swimming and Water Safety Program Swimming and water safety lesson program for infants from 6 months through adults, endorsed by Swimming Australia. Delivered over 48 weeks in indoor program pool, 50m pool, and leisure pool via small group classes or private one-on-one lessons. Targets parents of children aged 6 months to 15 years, teens, and adult learners.
• Gym and Fitness Facilities Fully equipped 24/7 gym with large free weights and cardio areas, two designated group exercise studios, reformer Pilates studio, virtual classes, and personal training services for individual members and casual visitors.
• Aquatic Facilities Five indoor heated pools comprising a 50m pool, warm water pool for therapy, splash park, waterslides, and outdoor waterpolo pool, available through membership or casual entry.
• Group Exercise Classes Group fitness classes including strength-based, cardio, aquatic, and wellness offerings delivered across two studios on a published timetable for members and casual participants.
• Reformer Pilates Studio-based Pilates using reformer equipment delivered to Wellness Members and casual participants as part of the group's wellness offering.
• Personal Training One-on-one training with personal trainers specializing in general fitness, weight loss, wellness, functional training, bodybuilding, rehabilitation, and injury recovery, available to members and casual clients.
• Exercise Physiology Accredited Exercise Physiology following the Exercise is Medicine framework, providing tailored exercise programs for rehabilitation, chronic disease management, NDIS participants, and overall well-being, delivered by accredited exercise physiologists.
• CryoLounge+ Recovery Therapy Premium recovery experience combining targeted cold and heat therapy with optional calf compression and auxiliary pads to support muscle recovery, reduce soreness, and enhance wellbeing. Available to non-members for $20 per session and complimentary for Wellness Members.
• SWELL Café On-site café offering freshly prepared healthy food, coffee, snacks, and family meal options to members and visitors at the Boronia facility.
• Birthday Party Packages Hosted children's birthday party packages including water activities, waterslides, hosted games, and catering options (Traditional, Classic, Vegetarian, Healthy) at $39.10 per child with a minimum 10 participants.
• Venue Hire Facility hire for schools, community, social, or sporting events including 50m indoor pool lanes, group exercise room, and function or meeting room spaces.
• Weekly Membership Tiers Recurring weekly direct-debit membership tiers covering Exercise Physiology ($51.45/week), Wellness ($42.80/week), Platinum ($27.95/week), Gym & Fitness ($19.25/week), Aquatic ($19.00/week), Active Teens ($15.00/week), Active Adults ($18.30/week), and GOswim Lessons ($24.45/week), with concession and family pricing available on selected tiers.
• Casual Entry and Visit Passes Pay-as-you-go entry for non-members covering casual swim ($10.40 adult, $8.40 child, family passes), gym ($28.90), and group exercise ($19.50 adult, $15.80 concession, $8.80 Senior Strength), with multi-visit passes and concession pricing available.

Quantifiable outcome

• Supported veterans through specialized Heart Health exercise program resulting in improved mental wellbeing, injury management, and social connection
• +1 more outcomes

Named customers5 records

Segments7 records

Ideal customer profiles8 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• GOswim Australia / Swimming AustraliacoreStrategic or Co-development Partner · 25 March 2025GOswim swimming and water safety program is powered by Swimming Australia, the nation's peak body for competitive and community swimming. The program brings highest standards of swim education to local pools and communities, with pathway connections to elite competition.
• Belgravia LeisurecoreOthersKnox Leisureworks is owned by Knox City Council and managed by Belgravia Leisure, a leading Australian leisure facility management company. Belgravia Leisure provides operational management, staff training through Belgravia Academy, and access to their network of facilities and best practices.
• Knox City CouncilcoreStrategic or Co-development PartnerKnox Leisureworks operates as a council-owned facility, with Knox City Council as the owner providing facility infrastructure and community mandate. The council partnership supports inclusive initiatives and provides additional resources for carers.
• Vietnam Veterans Association Australia (VVAA)minorStrategic or Co-development PartnerPartnered with Department of Veteran Affairs and Knox Leisureworks to co-design a specialized Heart Health exercise program for veterans following the conclusion of an initial 12-month program. The program addresses injury management, chronic conditions, mental wellbeing, and social connection.
• Department of Veteran Affairs (DVA)minorStrategic or Co-development PartnerGovernment department co-designing and funding the Heart Health exercise program for veterans at Knox Leisureworks, in partnership with Vietnam Veterans Association Australia.
• Australian Centre for Career Education (ACCE)minorGTM or Marketing PartnerHosted careers counsellor tours as part of ACCE annual conference in December 2025, showcasing leisure industry career pathways and potential employment opportunities for young people.
• Belgravia AcademycoreStrategic or Co-development PartnerTraining division of Belgravia Leisure providing staff qualification programs, skill development, and career advancement pathways. Helps staff gain qualifications, build confidence, and grow within the leisure industry.
• Belonging Matters / Community Employment PartnershipminorStrategic or Co-development PartnerInitiative dedicated to diversity and inclusion in the workplace, showcasing benefits of hiring staff with disabilities. Connected Rachel to employment at Knox Leisureworks as Customer Service Officer.
• Get Active VictoriacoreGTM or Marketing PartnerApproved VIC Get Active Kids provider accepting $200 government vouchers for eligible children aged 0-18 years toward swimming lessons and Teen Active programs.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Kingswim: Multi-site Victorian swim school focused on learn-to-swim and infant aquatics; directly comparable to GOswim lessons and infant programs at Knox Leisureworks.
• YMCA Victoria: Operates multi-activity aquatic, gym, swim school, and allied health centres across Melbourne and Victoria on behalf of councils; directly comparable mission, programming mix, and membership tiers.
• Carlile Swimming: Large dedicated swim school operator in Victoria with structured lesson pathways; competes directly with Knox Leisureworks' GOswim lessons and learn-to-swim enrolments.
• Aqualink (Belgravia Leisure): Sister aquatic and leisure facility also operated by Belgravia Leisure under council partnership; same operational playbook, GOswim offering, and Active World membership platform, making it the closest comparable for Knox Leisureworks.

Broad incumbents

• Belgravia Leisure: Parent operator of Knox Leisureworks and a network of community aquatic and leisure facilities across Australia; comparable on operating model, GOswim programming, and Active World platform, though much larger and diversified.
• Plus Fitness: Franchise-based 24/7 gym network heavily represented in Melbourne's outer suburbs including Knox; competes on price with Knox's entry-level Gym & Fitness membership.
• Goodlife Health Clubs: National Australian fitness chain operating large-format gyms with group exercise and personal training; competes for Knox Leisureworks' gym and group exercise members across Melbourne's eastern suburbs.
• Melbourne Sports Centres (MSAC / MSAC Lakeside): Larger state-scale aquatic and fitness destination offering pools, gym, group exercise, and learn-to-swim at scale; overlaps with Knox's swim school and gym offerings but serves a much broader geographic catchment.

Emerging players

• F45 Training: Boutique functional training studio franchise with strong eastern-suburbs presence; competes for Knox Leisureworks' Functional Training class members seeking premium group fitness experiences.

Others

• Fitness Passport: Corporate wellness network that funnels employer-subsidised members into partner facilities including Knox Leisureworks; a channel partner/distribution mechanism rather than a competing operator.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/knoxleisureworks
• Instagraminstagram.com/knox.leisureworks
• LinkedInlinkedin.com/company/knox-leisureworks

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Knox Leisureworks