Australian Sports Camps

What Australian Sports Camps does

Australian Sports Camps (ASC) is a privately held Australian company, incorporated as Australian Sports Camps Pty. Ltd. in Victoria and headquartered in Notting Hill, Melbourne. Founded in 1982, ASC operates school holiday sports coaching programs for children aged 5-14 across nine Australian cities (Melbourne, Sydney, Brisbane, Perth, Adelaide, Canberra, Hobart, Newcastle, and Gold Coast). The core product is a three-day developmental camp format running 9am-3pm (18 hours of coaching), with small groups of 7-13 participants, video analysis sessions, and coaching delivered by directors and former professional athletes across more than ten sports including AFL/AFLW Football, Basketball, Cricket, Netball, Soccer, Hockey, Tennis, Rugby Union and League, Volleyball, Touch Football, Futsal, and Pickleball. A shorter Community Sports Camps format (1-2 days at $100-$160) and a network of Partner Programs (badminton, parkour, sailing, golf, dance, rock climbing, table tennis, lawn bowls) extend the catalog without requiring ASC to own specialist coaching infrastructure.

The business is direct-to-consumer: parents book and pay online through a Shopify-powered website with Stripe payment processing, Afterpay installments, and Google Analytics/Ads remarketing. The underlying technology stack is intentionally lightweight (Shopify for commerce, Stripe for payments, Google Analytics for traffic and remarketing, Afterpay for BNPL, and a proprietary CRM for participant allocation and camp credit management), and the Digital Video Coaching Software provides individual performance feedback during camps. Revenue comes primarily from per-camp fees (~$335 for a 3-day program) and, more recently, from a Membership Pass subscription that offers up to $1,055.25 in cumulative savings and introduces a recurring revenue layer on top of the event-driven model. Marketing is multi-channel (Facebook, Instagram, LinkedIn, YouTube, X, blog content, email, SEO, and earned media on Kidspot, Essential Kids, and Active Kids), timed around Australian school holiday periods. The company remains independently owned with a small core team (1-10 employees) including a Chief of Staff and multiple Coaching Directors, and no institutional investor or parent company has been disclosed.

Name

Australian Sports Camps

Legal name

Australian Sports Camps Pty. Ltd.

Website

https://australiansportscamps.com.au

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

1–10 employees

Short description

Australian Sports Camps runs school holiday sports coaching camps for children aged 5-14 across nine Australian cities, offering 10+ sports with small-group coaching, video analysis, and a Membership Pass subscription, booked directly online via Shopify.

Ownership category

akta.pro rank

Product category

Youth Sports Coaching

NAICS

Sports and Recreation Instruction (61162), Sports and Recreation Instruction (611620)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Youth Multi-Sport Camps (General Athletics, Summer Camps) (MPAKAJAA)

Keywords

• School holiday camps
• Youth sports coaching
• Sports education
• Children's sports programs
• School holiday activities

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Sports Camp Fees: Primary revenue stream from 3-day and 2-day sports camps for kids aged 5-14, priced at approximately $335 per 3-day camp with early bird discounts available
2. Membership Passes: Annual membership program offering discounts of up to $1,055.25 on camp bookings, providing recurring revenue and customer loyalty
3. Partner Program Registrations: Revenue from partner-delivered sports programs including badminton, tennis, parkour, sailing, and golf at various price points
4. Community Sports Camps: Shorter format 1-2 day community sports camps at lower price points ($100-$160) for families seeking less intensive programs

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

Australian Sports Camps runs three-day school holiday sports coaching camps for children aged 5 to 14, delivering 18 hours of training across more than ten sports (including AFL, basketball, cricket, soccer, tennis, hockey, netball, and rugby) at venues in nine Australian cities. The company also offers shorter Community Sports Camps, partner-branded programs with national sporting bodies, and a coach recruitment service.

Product overview

Australian Sports Camps operates a multi-product sports coaching platform for kids aged 5-14 across Australia. The core offering consists of ASC Sports Camps (3-day developmental coaching programs from 9am-3pm with 18 hours of instruction) and Community Sports Camps (shorter 1-2 day formats). Partner Programs extend the portfolio to non-traditional sports including Badminton, Golf, Sailing, Table Tennis, Dance, Rock Climbing, Parkour, and Lawn Bowls through external partners. The company also offers Membership Passes for ongoing discounts and Coach Recruitment Services for clubs and schools. Camps are available in 9 cities: Melbourne, Sydney, Brisbane, Perth, Adelaide, Canberra, Hobart, Newcastle, and Gold Coast, covering 10+ sports including Basketball, Netball, Soccer, Cricket, AFL/AFLW Football, Hockey, Tennis, Rugby Union, Rugby League, Volleyball, Touch Football, Futsal, and Pickleball.

Differentiator

Problem solved

Functional benefit

Products and services

• ASC Sports Camps A three-day school holiday sports coaching camp running 9am-3pm, delivering 18 hours of coaching for children aged 5-14 across more than ten sports including AFL, AFLW, basketball, cricket, soccer, tennis, hockey, netball, rugby, and more. Delivered across nine Australian cities.
• Community Sports Camps Shorter one-to-two-day school holiday sports coaching camps designed to provide an entry-point or lower-time-commitment option for families compared with the standard three-day ASC Sports Camps.
• Partner Sports Programs Co-branded school holiday sports coaching programs delivered in partnership with national sporting organisations, covering Badminton (Badminton Australia), Golf (Golf Australia), Sailing (Sailing Australia), Table Tennis, Tennis (Tennis Australia), Dance, Rock Climbing, Parkour, and Lawn Bowls. Each program carries its own pricing and venue structure.
• ASC Membership Pass A membership program offering returning-customer benefits including 25% off additional camps and 25% off birthday parties, designed to drive repeat enrolment and customer retention across the Australian Sports Camps portfolio.
• Coach Recruitment Service A recruitment offering aimed at attracting sports coaches to join the Australian Sports Camps delivery network across its nine-city, multi-sport portfolio.

Named customers8 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability2 records

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Melbourne Badminton CentrecoreStrategic or Co-development PartnerProvides badminton program facilities and expertise for ASC partner programs in Melbourne, offering structured badminton coaching for children aged 5-14
• Ninja ParccoreStrategic or Co-development PartnerParkour program provider with locations in Canberra and Newcastle, delivering specialist parkour coaching through ASC partnership
• SSMG TenniscoreStrategic or Co-development PartnerTennis program operator across multiple NSW locations including North Ryde, Rushcutters Bay, Chatswood, Matraville, Lane Cove, and Ramsgate Beach
• Stripe Payment GatewaycoreTechnology or IntegrationPayment processing platform handling all online credit card transactions securely with SSL encryption and bank-grade data centre protection
• Coomera Cutters Junior Rugby League ClubcoreStrategic or Co-development PartnerGold Coast venue partner providing rugby league facilities and coaching for ASC programs
• The Hutchins SchoolcoreStrategic or Co-development PartnerHobart school partner providing sporting facilities for AFL and cricket camps in Tasmania
• KidspotminorGTM or Marketing PartnerAustralian parenting website featuring ASC sports camp programs to families
• Essential KidsminorGTM or Marketing PartnerAustralian family resource platform showcasing ASC camp offerings
• Active KidsminorGTM or Marketing PartnerAustralian active lifestyle platform featuring ASC sports camp programs
• ShopifycoreTechnology or IntegrationE-commerce platform powering the ASC website, online booking system, and payment processing

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Little Athletes: Australian multi-sport coaching program for children of primary school age, focusing on fundamentals across several sports. Closely comparable to ASC's multi-sport school holiday offering in target demographic and structured-coaching methodology.
• Little Kickers: International kids' soccer program with Australian operations, teaching football fundamentals to children aged 18 months to 7 years. Comparable to ASC's soccer camps in customer profile (parents of young children), coaching-led model, and franchised multi-location delivery.
• Ready Steady Go Kids: Franchised multi-sport and physical development program for Australian preschoolers and primary school children. Comparable to ASC in targeting young children with structured sports coaching, though delivered as ongoing weekly classes rather than holiday camps.
• Sports Camps Australia: Australia-based multi-sport holiday camp operator serving school-age children across multiple cities. Closest direct competitor to ASC given overlapping product (school holiday sports camps), target customer (parents booking kids 5-14), and DTC model.

Others

• ActiveActivities: Australian online marketplace aggregating kids' activity and sports class providers. Adjacent to ASC as a discovery and booking channel rather than a direct competitor; relevant for understanding demand dynamics and competitive landscape in the kids' sports activities market.

Broad incumbents

• Cricket Australia: National cricket body running Woolworths Cricket Blast and holiday clinics for children. Competes directly with ASC's cricket camps and has structural advantages via broadcast partnerships, free entry-level programs, and elite player appearances.
• Netball Australia: National netball body running Net Set Go and holiday clinics for junior participants. Competes with ASC's netball camps and benefits from state association networks and free/low-cost participation formats.
• Basketball Australia: National federation running school holiday basketball clinics and talent pathways. Competes with ASC's basketball camps but at much larger scale, with national-level coaching resources and government-funded participation programs.
• AFL Holiday Clinics: Official AFL-run school holiday clinics featuring professional player appearances across Australian states. Direct competitor to ASC's AFL/AFLW camps but with structural advantages of national sports body backing, free/low pricing, and elite athlete access.
• YMCA Australia: National community organization offering school holiday programs, sports coaching, and aquatic/recreation services across Australia. Comparable to ASC in targeting parents seeking structured holiday activities for children, with a broader portfolio of programs and owned facilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/austsportscamps
• YouTubeyoutube.com/channel/UClta4PdsY-6JQe8hGXI0Xiw
• Facebookfacebook.com/AustralianSportsCamps
• LinkedInlinkedin.com/company/australian-sports-camps
• Instagraminstagram.com/austsportscamps

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Australian Sports Camps