HBF Arena

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.

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

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

• Aquatic recreation facilities
• Fitness centre services
• Swimming lessons programs
• Group fitness classes
• Sports venue hire

Headquarters

HQ city

Perth

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Gym Memberships: Recurring membership subscriptions for gym access, group fitness classes, and aquatic center. Includes options like '$7 for 7 Days' trial promotions.
2. Casual Visit Entry: Pay-per-visit pricing for swimming (lap swimming, leisure swimming) and gym access for non-members.
3. Aquatic Programs: Revenue from swimming lessons for kids and adults, aqua aerobics classes, and VacSwim holiday programs.
4. Social Sports Competitions: Team registration fees for seasonal competitions including indoor futsal, netball (indoor and outdoor), and outdoor soccer.
5. Venue Hire: Court hire, function spaces, corporate event bookings, school carnivals (swimming and sport carnivals), and hospitality suites for events.
6. Personal Training: One-on-one personal training sessions and small group training programs.
7. Ancillary Services: Café food and beverage sales, créche childcare services, and function/event space rentals.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core 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

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• VenuesWestcoreOthersVenuesWest 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

Direct 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

• Facebookfacebook.com/hbfarena
• Instagraminstagram.com/arena.joondalup
• Xx.com/hbfarena
• LinkedInlinkedin.com/company/hbf-arena-gym

Revenue estimate

Valuation estimate

Number of profiles

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 HBF Arena