AFA Community

What AFA Community does

AFA Community (legal entity AFA Community Sdn Bhd, Registration No. 1488118-H, headquartered in Petaling Jaya, Malaysia) operates a mobile-first sports community superapp available on iOS and Android, complemented by a web booking platform at playsportstogether.com. Founded in November 2019, the platform combines activity discovery, RSVP management, real-time venue booking across 90+ venues, an in-app e-wallet (AFA Pay / AFA Energy), a 1:1 RM loyalty points program, on-demand microinsurance (Flexifit, distributed with VSure and underwritten by Allianz), and vendor-side operations tooling (AFA Console analytics, IoT auto-lighting, AI Camera for session recording, AFA Class for coaching, AFA Kiosk, and an AI chatbot). It serves two customer segments: individual sports enthusiasts across Malaysia and Indonesia using the superapp to find, organize, and pay for sports activities across 50+ sports, and sports venue operators (badminton, futsal, basketball, tennis, padel, pickleball, ping pong) who subscribe to AFA for Business tiers (Standard RM99/month, PRO RM199/month with IoT, Premium custom).

The company operates a hybrid B2C/B2B revenue model. Consumers download and use the app for free, paying per-booking via the AFA Pay e-wallet (minimum RM30 first load, RM500 cap, RM10 reloads, 1 loyalty point per RM1 spent). Venue operators are acquired through direct sales and WhatsApp business consultants and pay monthly subscriptions plus per-transaction fees; PRO tier adds a one-time hardware installation fee for IoT lighting. Additional revenue streams include insurance distribution commissions via Flexifit, advertising and sponsorship partnerships, and affiliate referrals. Go-to-market combines community-led acquisition (referrals, loyalty, social), enterprise field sales to venue operators, and event-driven brand building (e.g., Pink Breast Cancer Campaign with VSure, ISN Malaysia recognition in 2025). The company is privately held with no disclosed funding rounds, approximately 15–20 named team members across executive, sales, marketing, operations, and technical roles, and operations spanning Malaysia (HQ) and Indonesia (with a Bahasa Indonesia app/website and Indonesia representative).

Name

AFA Community

Legal name

AFA Community Sdn Bhd

Website

https://afa.community

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

AFA Community operates a Southeast Asian sports community superapp connecting 500,000+ players to 90+ venues across Malaysia and Indonesia, combining activity discovery, RSVP, e-wallet payments, insurance, and venue operations tooling for both consumers and SMB sports venue operators.

Ownership category

akta.pro rank

Product category

Sports Community & Venue Booking Platform

NAICS

Fitness and Recreational Sports Centers (71394)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Sports Data, Analytics & CRM Services (Fan Data, Insights, Audience Development) (MPAKAKAO)

Keywords

• Sports community platform
• Sports venue booking
• Venue management software
• Sports e-wallet payments
• Activity booking app

Headquarters

HQ city

Petaling Jaya

HQ country

Malaysia

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Business Subscription Fees (Venue Operators): Sports venue operators pay monthly/annual subscription fees across three tiers: Standard (RM99/month + transaction fee), PRO (RM199/month with IoT Auto-Lighting), and Premium (custom pricing). PRO tier includes a one-time hardware/installation fee. Subscriptions provide access to AFA Console, analytics, booking management, and marketing tools.
2. Booking Transaction Fees (Platform Commission): AFA charges transaction fees on venue bookings made through the platform. The Standard business tier explicitly adds '+ transaction fee' to the base subscription price. Users pay for venue bookings via AFA Pay e-wallet, with AFA retaining a commission on each transaction processed.
3. E-Wallet Loading & Financial Services: Users load monetary value into the AFA e-Wallet (minimum RM30 first load, RM10 reload denominations) solely for purchases within the AFA Platform. While AFA does not charge loading fees, the e-wallet float and transaction flow contribute to platform economics. The E-Wallet is valid only within Malaysia.
4. Sports Insurance Distribution (Flexifit): AFA distributes the Flexifit microinsurance product in partnership with VSure (digital insurance partner) and Allianz General Insurance (underwriter). Insurance is offered as an add-on for group activities, tournaments, and academy sessions. This generates commission revenue from insurance distribution.
5. Advertising & Content Partnerships: AFA generates revenue through advertising partnerships with sports and lifestyle brands displayed on the website and within the app, priced on a clicks or impressions basis. Content partnerships with sports bloggers and influencers also contribute.
6. Sponsorship Partnerships: AFA partners with sports teams and events for sponsorship packages, receiving monetary compensation in exchange for promotional exposure and brand integration on the platform and website.
7. Affiliate Partnerships: AFA earns commissions by partnering with sports-related brands to offer their products or services on the AFA website and superapp.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels11 records

Core offering

AFA Community operates a sports community superapp (iOS/Android) and web booking platform (playsportstogether.com) where individual sports players can discover and join activities across 50+ sports, manage RSVPs, instantly book 90+ partner venues, pay via the AFA Pay e-wallet, earn loyalty points, and add on-demand sports insurance (Flexifit). For sports venue operators, AFA sells the "AFA for Business" SaaS subscription across Standard, PRO and Premium tiers, providing booking management, the AFA Console analytics dashboard, IoT auto-lighting (PRO tier), marketing tools and per-booking transaction commissions.

Differentiator

Problem solved

Functional benefit

Brands

• Flexifit: Sport insurance product offered in partnership with VSure and Allianz, providing accidental death, permanent disablement, medical expenses, hospital income, smart device protection, and sports equipment coverage for athletes.
• AFA Pay
• playsportstogether.com

Products and services

• AFA Community Superapp Free mobile (iOS/Android) sports community superapp for individual players in Malaysia and Indonesia that lets users discover and join sports activities across 50+ sports, create games, manage RSVPs, instantly book 90+ venues, pay via AFA Pay e-wallet, earn loyalty points, and add on-demand sports insurance (Flexifit). Distributed via Apple App Store and Google Play (com.afausers).
• AFA for Business (Venue Operator Subscription Platform) B2B SaaS subscription platform for sports venue operators (badminton halls, futsal courts, basketball arenas, tennis centres, padel clubs, pickleball facilities, ping pong centres) in Malaysia and Indonesia, provided in three tiers (Standard, PRO, Premium) covering online booking management, AFA Console analytics, AFA Pay payment processing, automated RSVP reminders, marketing tools (push notifications, social posting, paid ads, in-app banners) and per-booking transaction commissions. PRO adds IoT auto-lighting and a dedicated call centre; Premium adds customised features, priority support and API/integration access.
• playsportstogether.com (Web Court Booking Platform) Web-based companion to the mobile superapp that lets users view real-time court availability and instantly book sports venues without calling, mirroring the booking and scheduling capabilities of the AFA superapp for players who prefer the browser experience.
• AFA Pay / AFA Energy (E-Wallet) Secure in-app e-wallet inside the AFA Superapp that lets users pay for venue bookings and activity fees, automatically gather payments from multiple team members per booking, and top up via cash, credit card and debit card. Minimum first load RM30; reloads in RM10; maximum balance RM500; e-wallet valid only within Malaysia and expires after 3 years of inactivity. Loyalty points (1 per RM1 spent) are redeemable for discounts and perks, resetting annually.
• Flexifit (On-Demand Sports Microinsurance) On-demand microinsurance product exclusively distributed through the AFA Community Superapp by VSure Tech and underwritten by Allianz General Insurance Company (Malaysia) Berhad. Provides per-event injury and equipment cover (accidental death, permanent disablement, medical expenses, hospital income, smart device protection, sports equipment loss/damage, snatch theft) for groups, tournaments and academy activities booked via the AFA platform.
• AFA Kiosk (In-Venue Self-Service Kiosk) Physical self-service kiosk units installed at partner sports venues that enable walk-in customers to make bookings, purchase goods and interact with the AFA platform without needing a smartphone, supporting dual-service engagement and automated on-venue transactions.

Quantifiable outcome

• Over 500,000 users onboarded since November 2019 launch across Malaysia and Indonesia
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature11 records

Partnerships

Five partnerships are on record, tiered minor and core.

• FaColos MalaysiaminorGTM or Marketing Partner · 1 July 2025Official partnership between FaColos Malaysia and AFA for promoting and distributing pickleball-related activities through the AFA superapp. FaColos Malaysia is a pickleball community/organisation in Malaysia. The partnership was announced in July 2025.
• ReSkills Pickleball (Reskills Pickleball)minorGTM or Marketing Partner · 1 July 2025ReSkills Pickleball partnered with FaColos Malaysia and AFA to promote pickleball participation through the platform. ReSkills is a skills development and training platform for pickleball. The partnership was announced in July 2025 alongside the FaColos Malaysia announcement.
• VSure Tech (VSure Life)coreStrategic or Co-development Partner · 1 January 2025VSure Tech is the strategic digital insurance partner to AFA in providing the OnDemand FlexiFit microinsurance protection. Flexifit is designed, curated, and exclusively distributed by VSure and underwritten by Allianz General Insurance Company (Malaysia) Berhad. Coverage includes accidental death, permanent disablement, medical expenses, hospital income, smart device protection, sports equipment loss/damage, and snatch theft — for up to 4 hours per sports event. VSure provides customer support via hotline (+603 2727-7997) and email ([email protected]).
• Gamuda CovecoreStrategic or Co-development Partner · 1 January 2025AFA signed a memorandum of understanding (MOU) with Gamuda Cove — a major integrated township development with sports facilities — to integrate AFA's booking platform and management ecosystem with Gamuda Cove's sports venues. This partnership supports AFA's mission of empowering athletes and expanding its venue network with a premium facility operator.
• Allianz General Insurance Company (Malaysia) BerhadcoreOthersAllianz General Insurance Company (Malaysia) Berhad is the underwriter of the Flexifit microinsurance product distributed exclusively by VSure through the AFA platform. Coverage is activated on-demand for sports events booked through AFA.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• OpenSports: Sports venue booking and recreation management software serving recreation centres, municipalities, and sports clubs. Closely matches AFA's B2B venue-operator SaaS offering (scheduling, payments, member management) for SMB sports facilities.
• Pickleheads: Pickleball-focused community and court-finding app with booking and player-matching features. Directly comparable to AFA's pickleball community and booking offering, with similar early-stage consumer app positioning.
• CourtReserve: Tennis and pickleball court reservation and club management platform with member management, payments, and event tools. Comparable to AFA in serving SMB racquet-sport venues with subscription-based management software, particularly in North America.
• Sportlyzer: All-in-one sports club management platform covering scheduling, member management, payments, and communication for sports academies and clubs. Overlaps with AFA's AFA Class coaching management and venue booking modules.
• Playtomic: Global marketplace and SaaS platform for booking padel, tennis, and other racquet-sport courts. Most directly comparable competitor to AFA: same consumer-to-venue booking flow, similar venue management tools, and overlapping sports (padel, tennis, pickleball), though operating at much greater scale and geographic reach.
• SportEngage: Cloud-based sports club and facility management platform used by tennis, padel, and fitness clubs for booking, member management, and POS. Comparable to AFA's B2B SaaS suite for sports venue operators, particularly in Europe.

Broad incumbents

• TeamSnap: Widely used team and league management app for youth and amateur sports organisers, offering scheduling, RSVP, payments, and communication. Comparable to AFA's community/RSVP functionality for sports activity organisers, though broader in sport coverage and with much larger North American user base.
• Decathlon (Decathlon Activities): Global sports retailer that has expanded into activity booking, community, and venue management software for sports enthusiasts. Comparable as a broader incumbent competing for the same sports-community wallet share that AFA targets in Southeast Asia.

Emerging players

• Bookteq: Online booking and payment platform for sports facilities, focused on simplifying court and class booking for SMBs. Comparable niche player to AFA in the venue-booking software category with overlapping feature set.

Others

• StriveCloud: Engagement and loyalty platform for sports clubs and fitness operators. Comparable as an enabling software layer targeting the same sports-venue operators as AFA, though focused on member engagement rather than booking/payments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/afa.community
• LinkedInlinkedin.com/company/afadotcommunity
• Xx.com/afa_comm

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 AFA Community