HBF Arena
HBF Arena (Arena Joondalup) is a government-operated multi-sport, fitness and entertainment venue in Perth's northern suburbs offering aquatic, gym, group fitness, social sports, kids programs and venue hire services to local families, schools and community groups.
- Company typePrivate
- Founded-
- HeadquartersPerth, Australia
- Headcount11–50
- GTM typeB2C
- OfferingServices
What HBF Arena does
HBF Arena, trading as Arena Joondalup, is a multi-purpose sporting, fitness and entertainment venue located in Joondalup, in Perth's northern suburbs of Western Australia. The facility is owned and operated by VenuesWest, a Western Australian state government entity, and combines an aquatic centre featuring a newly redeveloped 10-lane 50m lap pool and a leisure pool, a fitness centre with modern gym equipment, more than 100 weekly group fitness classes, indoor and outdoor sports courts and fields, and ancillary amenities including a café, crèche, and function spaces. The venue delivers structured programs for children and adults such as swim school, VacSwim holiday programs, aqua aerobics, and personal training, alongside organized social sports competitions in indoor futsal, netball, and outdoor soccer.
The core technology is physical infrastructure rather than software: heated indoor pools, gym equipment, multi-use courts, and outdoor fields, with a third-party PerfectGym customer portal and a members app used for bookings, account management, and class timetables. No proprietary software platforms or AI systems are disclosed. Marketing is direct-to-consumer, focused on local community outreach via website, Facebook, Instagram, email newsletter, and partnerships with local clubs, schools, and corporate groups.
HBF Arena earns revenue across seven streams: recurring gym memberships (including a $7 for 7 Days trial offer), casual entry for swimming and gym use, aquatic programs such as lessons and aqua aerobics, seasonal social sports team registrations, venue hire for carnivals and corporate events, usage-based personal training, and ancillary income from café food and beverage, crèche services, and function-space rentals. Pricing is partially disclosed and is scheduled to rise across selected programs from 1 July 2026, suggesting a mixed subscription/usage-based/hire-based revenue model anchored to the Joondalup catchment.
HBF Arena firmographics
Firmographics- Name
- HBF Arena
- Legal name
- Arena Joondalup
- Website
- https://hbfarena.com.au
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- HBF Arena (Arena Joondalup) is a government-operated multi-sport, fitness and entertainment venue in Perth's northern suburbs offering aquatic, gym, group fitness, social sports, kids programs and venue hire services to local families, schools and community groups.
- Ownership category
- akta.pro rank
HBF Arena industry classification
Industry- Product category
- Sports & Fitness Facilities
- NAICS
- Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Arenas & Indoor Sports Centers (MPAKAEAB)
- akta.pro secondary industries
- Aquatic Centers & Swimming Facilities (MPAKAEAF), Multi-Sport Complexes & Community Sports Parks (MPAKAEAH), Venue Operations, Management & Facility Services (MPAKAEAN)
Keywords
Where HBF Arena is headquartered
LocationHeadquarters
- HQ city
- Perth
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
HBF Arena business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Others
Revenue model
- Gym Memberships: Recurring membership subscriptions for gym access, group fitness classes, and aquatic center. Includes options like '$7 for 7 Days' trial promotions.
- Casual Visit Entry: Pay-per-visit pricing for swimming (lap swimming, leisure swimming) and gym access for non-members.
- Aquatic Programs: Revenue from swimming lessons for kids and adults, aqua aerobics classes, and VacSwim holiday programs.
- Social Sports Competitions: Team registration fees for seasonal competitions including indoor futsal, netball (indoor and outdoor), and outdoor soccer.
- Venue Hire: Court hire, function spaces, corporate event bookings, school carnivals (swimming and sport carnivals), and hospitality suites for events.
- Personal Training: One-on-one personal training sessions and small group training programs.
- Ancillary Services: Café food and beverage sales, créche childcare services, and function/event space rentals.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Gym membership with trial option |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
HBF Arena product offering
Product offeringCore offering
HBF Arena operates a multi-purpose sporting, fitness and entertainment venue in Joondalup, Perth, offering aquatic facilities (10-lane 50m lap pool and leisure pool), a gym and fitness centre with more than 100 weekly group fitness classes, kids' swimming lessons and holiday programs, organised social sports competitions, venue hire for carnivals and corporate events, and ancillary services including a café and crèche. The facility is operated by VenuesWest, a Western Australian state government entity, and serves local residents, families, schools, clubs and corporate groups in Perth's northern suburbs.
Product overview
Arena Joondalup is a multi-purpose sporting, fitness and entertainment venue operated by VenuesWest in Perth's northern suburbs. The facility operates as a unified platform offering interconnected services: an Aquatic Centre with heated indoor pools for swimming, lessons, and leisure; a Fitness Centre with gym facilities and over 100 group fitness classes; Kids programs including swimming lessons and holiday activities; Social Sports competitions in futsal, netball, and soccer; and Venue Hire for courts, carnivals, and corporate functions. The venue also provides auxiliary services including a café and créche. Outdoor amenities include tennis courts, hockey pitches, rugby fields, and netball courts.
Differentiator
Problem solved
Functional benefit
Products and services
- Swimming Facilities Aquatic centre featuring a 10-lane 50m lap pool and leisure pool for lap swimming, lessons, and family swimming, with heated indoor pools enabling year-round use by individuals, families, schools and clubs.
- Gym and Fitness Centre Modern fitness centre with equipment, dedicated group fitness studio, and personal training services for individual members and casual visitors.
- Group Fitness Classes Over 100 weekly group fitness classes covering Aqua Aerobics, Cardio, Cycle, Sculpt & Strengthen, Mind & Body, plus the Group Fitness Bingo engagement programme.
- Kids Programs Children's swimming lessons (Arena Joondalup Swim School), VacSwim holiday programs, and on-site crèche services for visiting families.
- Social Sport Organised competitive social sports leagues including indoor futsal, mixed and ladies indoor netball, outdoor netball and outdoor soccer, with seasonal team registrations, fixtures and ladders.
- Venue Hire Hire of courts, sports facilities, function spaces, swimming and sports carnivals, and corporate event spaces for schools, clubs and corporate groups.
- Café On-site café serving food and beverages to visitors, open 7:30am to 4:00pm.
- Outdoor Sports Facilities External grounds including tennis courts, hockey pitches, rugby fields and netball courts available for club and casual use.
- Personal Training One-on-one personal training sessions, small group training programmes, and the HYROX Training Club for members seeking coached fitness outcomes.
- Crèche On-site childcare service operating 8am to 12pm for visiting families and members.
Quantifiable outcome
- Over 100 group fitness classes offered weekly
- +1 more outcomes
Companies that use HBF Arena
Customer profileSegments5 records
Ideal customer profiles5 records
HBF Arena technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
HBF Arena partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- VenuesWestcoreVenuesWest is the Western Australian Government entity that operates HBF Arena (Arena Joondalup) along with other venues in Western Australia. The venue branding acknowledges VenuesWest as the operator. VenuesWest respects and acknowledges the Whadjuk Noongar people as Traditional Owners of the land.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
HBF Arena competitors and assessment
Company assessmentDirect peers
- VenuesWest (HBF Stadium): Parent operator of HBF Arena, also managing HBF Stadium and other WA Government-owned sporting and entertainment venues. Directly comparable as the same operating entity delivering multi-purpose public sporting infrastructure in Western Australia.
- Belgravia Leisure: Australian leisure management operator that runs council-owned aquatic, fitness, and recreation facilities under management contracts. Highly comparable operating model (multi-revenue venue, membership + casual + programs) across a national portfolio.
- Better (GLL Australia): UK-headquartered charitable social enterprise operating leisure facilities globally including Australia, focused on memberships, swimming lessons, and community fitness. Comparable operating philosophy (public-benefit, multi-revenue leisure centre) and service mix.
- YMCA Australia (YMCA Victoria/Queensland): Not-for-profit operator of aquatic, fitness, and recreation facilities across Australia, including learn-to-swim, gym, and social sport programs. Directly comparable scope of services, membership structure, and community-based positioning.
Broad incumbents
- Fitness First Australia: Large private fitness chain in Australia offering gym memberships, group classes, and personal training across multiple locations. Comparable on the gym and group fitness revenue streams, though lacks the aquatic and community sport focus of HBF Arena.
- Goodlife Health Clubs: Major Australian commercial gym chain competing on memberships, group fitness, and personal training. Overlaps directly with HBF Arena's gym and group fitness offering but is a broad incumbent without aquatic or community sport facilities.
Regional players
- Cockburn Aquatic and Recreation Centre (ARC): City of Cockburn-operated aquatic and recreation centre in Perth's southern corridor offering 50m pool, gym, group fitness, and sports facilities. Directly comparable as a government-operated multi-purpose leisure venue competing for Perth metropolitan membership and casual visit spend.
- Mandurah Aquatic and Recreation Centre: City of Mandurah-operated aquatic, fitness, and recreation facility south of Perth offering pools, gym, programs, and venue hire. Closely comparable single-venue municipal leisure model serving a defined regional catchment in Western Australia.
- Belmont Oasis Leisure Centre: City of Belmont-operated aquatic and fitness centre in Perth offering indoor and outdoor pools, gym, and group fitness. Closely comparable municipal leisure centre model with mixed membership/casual revenue, in the same Perth metro market.
- Swan Active (City of Swan leisure centres): City of Swan-operated leisure facilities in Perth's north-eastern corridor offering aquatic, gym, and group fitness. Same WA government/municipal operating model as HBF Arena, competing for overlapping Perth metro memberships.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
HBF Arena social profiles
Digital presenceHBF Arena financial estimates
Financial estimateRevenue estimate
Valuation estimate
HBF Arena leadership team
Management profileNumber of profiles
HBF Arena funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HBF Arena 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 HBF Arena
What does HBF Arena do?
HBF Arena operates a multi-purpose sporting, fitness and entertainment venue in Joondalup, Perth, offering aquatic facilities (10-lane 50m lap pool and leisure pool), a gym and fitness centre with more than 100 weekly group fitness classes, kids' swimming lessons and holiday programs, organised social sports competitions, venue hire for carnivals and corporate events, and ancillary services including a café and crèche. The facility is operated by VenuesWest, a Western Australian state government entity, and serves local residents, families, schools, clubs and corporate groups in Perth's northern suburbs.
Is HBF Arena a public or private company?
HBF Arena is a private company. It is classified as state government owned and is currently operating.
When was HBF Arena founded?
HBF Arena was founded in -1. It employs 11 to 50 people.
Where is HBF Arena based?
HBF Arena is headquartered in Perth, Australia, in the Oceania region.
How does HBF Arena make money?
Seven revenue lines are on record. Gym Memberships are the primary driver. The others are casual Visit Entry, aquatic Programs, social Sports Competitions, venue Hire, personal Training and ancillary Services.
Who are HBF Arena's main competitors?
Direct peers on record are VenuesWest (HBF Stadium), Belgravia Leisure, Better (GLL Australia) and YMCA Australia (YMCA Victoria/Queensland). Broad incumbents are Fitness First Australia and Goodlife Health Clubs. Regional players are Cockburn Aquatic and Recreation Centre (ARC), Mandurah Aquatic and Recreation Centre, Belmont Oasis Leisure Centre and Swan Active (City of Swan leisure centres).
Does HBF Arena have an API?
No public API is recorded for HBF Arena.
What industry is HBF Arena in?
HBF Arena's product category is Sports & Fitness Facilities. Its primary akta.pro industry code is MPAKAEAB, Arenas & Indoor Sports Centers, with a secondary code of MPAKAEAF, Aquatic Centers & Swimming Facilities. Its NAICS code is 713940 and its SIC code is 7997.