Belgravia Health & Leisure

What Belgravia Health & Leisure does

Belgravia Health & Leisure Group is a privately held, family-owned Australian conglomerate founded by Geoff Lord in 1990 and headquartered in South Melbourne, Victoria. The Group operates a diversified portfolio of 19 brands across health, fitness, leisure, children's activity programs, outdoor education, sports coaching, corporate services, and charitable initiatives. Core operating subsidiaries include Belgravia Leisure (200+ aquatic and leisure centres managed under contract for 60+ local and state government authorities), Genesis Health + Fitness (70+ gym clubs), JUMP! Swim Schools (65+ franchise locations serving 30,000+ children weekly), GymbaROO (75+ early childhood development centres following late-2023 acquisition), BK's Gymnastics (16 centres), Ninja Parc, and Australian Sports Camps (350+ annual holiday camps). The Group also owns Belgravia Outdoor Education (which acquired Outdoor Education Group assets in October 2025), Novofit (fitness equipment), Sports Community, Belgravia Finance, Belgravia Academy, Belgravia Apparel (including Bizwear and Profile NZ), Belgravia Events, Belgravia Properties, and the Belgravia Foundation charity.

The Group generates revenue through six principal streams: managed services contracts with government authorities (facility management), recurring membership fees from approximately 160,000 members across the leisure and fitness network, franchise royalties and fees from 200+ third-party operators of Genesis, JUMP!, BK's, GymbaROO, and Ninja Parc, online program subscriptions via the Home Fitness Network digital platform (A$5/week for members, A$7.50/week for the public), corporate apparel and merchandise sales through Belgravia Apparel, Bizwear, and Profile, and equipment and financial services through Novofit and Belgravia Finance. The technology stack consists of an ActiveWorld membership portal, the Home Fitness Network online platform offering Les Mills-licensed workout content and live Zoom classes, and program-specific applications, all hosted in Australian Tier-3 data centres. The Group's stated social agenda centers on the "1,000,000 kids" initiative to get one million children active annually and the Belgravia Foundation's inclusion programs.

The Group operates across Australia and New Zealand with approximately 10,000 employees and has no public listing, external venture or private equity investment, or publicly disclosed funding rounds. Recent strategic activity has centered on acquisitions (GymbaROO in 2023, Outdoor Education Group assets in October 2025), franchise network expansion (BK's Gymnastics Maitland launched January 2026), children's program rollout (GOswim with Swimming Australia, AusBike with AusCycling, Immersion Therapy with Determined2), and deepening national sporting body partnerships (Water Polo Australia, Baseball Australia, Softball Australia, Sport Australia).

Name

Belgravia Health & Leisure

Legal name

Belgravia Health & Leisure Group

Website

https://belgraviagroup.com.au

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Belgravia Health & Leisure Group is a family-owned Australian operator of 19 health, fitness, leisure, and children's activity brands (including Belgravia Leisure, Genesis Health + Fitness, JUMP! Swim Schools, and GymbaROO), serving ~160,000 members and 60+ government authorities across 180+ facilities in Australia and New Zealand with ~10,000 employees.

Ownership category

akta.pro rank

Product category

Leisure and Health & Fitness Services

NAICS

Fitness and Recreational Sports Centers (713940), Nature Parks and Other Similar Institutions (712190), All Other Amusement and Recreation Industries (71399)

SIC

Services-Membership Sports & Recreation Clubs (7997), Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Outdoor, Adventure & Recreational Wellness Education (Hiking, Breathwork in Nature) (EDAAAHAO)

Keywords

• Leisure facility management
• Health and fitness services
• Swim school operations
• Children's activity programs
• Government facility contracts

Headquarters

HQ city

South Melbourne

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Facility Management Contracts: Managing leisure facilities on behalf of local and state governments (60+ government authorities) across Australia and New Zealand
2. Membership Fees: Recurring membership fees from Belgravia Leisure, Genesis Health + Fitness, and other fitness facilities serving approximately 160,000 members
3. Franchise Revenue: Franchise fees and royalties from Genesis Health + Fitness (70+ gyms), JUMP! Swim Schools (65+ locations), BK's Gymnastics, GymbaROO, and Ninja Parc franchisees
4. Apparel and Merchandise: Sales through Belgravia Apparel, Bizwear Corporate Clothing, and Profile Corporate Clothing (NZ)
5. Equipment and Services: Novofit provides commercial fitness equipment; Belgravia Finance offers equipment finance and broking services
6. Online Program Subscriptions: Home Fitness Network online platform at $5/week for members and $7.50/week for general public

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Belgravia Health & Leisure Group operates a diversified portfolio of health, fitness, leisure, and children's activity services across Australia and New Zealand through more than 180 facilities. Core offerings include government-contracted leisure facility management (Belgravia Leisure), consumer gym memberships (Genesis Health + Fitness), children's learn-to-swim (JUMP! Swim Schools), gymnastics (BK's Gymnastics and GymbaROO), indoor obstacle courses (Ninja Parc), holiday sports camps (Australian Sports Camps), and outdoor education programs. The group also operates supporting businesses in fitness equipment (Novofit), corporate apparel, finance, and an online fitness platform (Home Fitness Network).

Product overview

Belgravia Health & Leisure Group is a family-owned, multigenerational Australian business founded by Geoff Lord in 1990, operating a diversified portfolio of 19 distinct brands across health and fitness, leisure facility management, children's activity programs, outdoor education, sports coaching, corporate services, and charitable initiatives. The portfolio is organized around two core promises: getting 1 million kids active and ensuring nobody misses out. Core consumer-facing products include Belgravia Leisure (200+ aquatic and leisure centres), Genesis Health + Fitness (70+ gym clubs), JUMP! Swim Schools (65+ locations), BK's Gymnastics (16 centres), Ninja Parc (indoor obstacle courses), Australian Sports Camps (350+ holiday camps annually), and GymbaROO (75 early childhood development centres). Supporting services include Novofit (fitness equipment), Sports Community (club management), Belgravia Finance, Belgravia Academy (training), Belgravia Events, Belgravia PRO (holiday parks), and the Belgravia Foundation (charitable initiatives). Digital products include Home Fitness Network (online fitness platform with live classes) and various sports programs like GOswim (with Swimming Australia), AusBike (with AusCycling), and Immersion Therapy. The company employs approximately 10,000 people across Australia and New Zealand.

Differentiator

Problem solved

Functional benefit

Brands

• Belgravia Leisure: Leisure facility management including aquatic centres, pools, and golf courses
• Genesis Health and Fitness
• JUMP! Swim Schools
• BK's Gymnastics
• Ninja Parc
• Australian Sports Camps
• Novofit
• GymbaROO
• Belgravia Foundation
• Belgravia Outdoor Education
• Sports Community
• Belgravia Finance
• Belgravia Apparel
• Belgravia Academy
• Belgravia PRO

Products and services

• Belgravia Leisure Aquatic and leisure facility management service operating more than 200 centres across Australia and New Zealand on behalf of 60+ local and state government authorities. Includes pools, aquatic centres, golf courses, and recreation programs for public users.
• Genesis Health and Fitness Health and fitness gym chain operating 70+ clubs across Australia offering fitness facilities, group fitness classes, personal training, Reformer Pilates, Ladies-only sections, and franchise opportunities to consumers.
• JUMP! Swim Schools Swim school franchise operating 65+ locations delivering activity-based learn-to-swim and water safety programs to children. Serves 30,000+ children weekly and delivers the GOswim curriculum in partnership with Swimming Australia.
• BK's Gymnastics Recreational gymnastics programs building confidence, coordination, and lifelong love of movement in children, operating 16 centres across Australia and serving 21,000+ children weekly.
• GymbaROO Early childhood development program grounded in neuroscience-based movement classes for children under five, delivered across 75 venues nationally following Belgravia's 2023 acquisition.
• Ninja Parc Indoor obstacle course provider featuring 20+ obstacles including warped wall, hanging doors, and sea of poles. Locations in Queensland, NSW, and Victoria offering casual play, birthday parties, fitness classes, and memberships.
• Australian Sports Camps Holiday sports coaching camps for boys and girls aged 6-16, operated for over 35 years and delivering 350+ camps annually across multiple sports including sailing, horse riding, golf, and rock climbing.
• Belgravia Outdoor Education Outdoor education and school camp provider delivering tailored school camps, journeys, venue hire, consulting, and team-building experiences across venues in Victoria, NSW, and WA. Reaches 33,000+ students annually.
• Home Fitness Network Online training and nutrition platform including workout videos, 100+ Les Mills workouts, 40+ weekly live Zoom classes, nutrition portal, dedicated Facebook group, and Spotify channel. Priced at $5/week for Belgravia Group members and $7.50/week for general public.
• GOswim Activity-based learn-to-swim and water safety program supporting pathways into competitive and recreational lap swimming, delivered through JUMP! Swim Schools and Belgravia Leisure facilities.
• AusBike Learn-to-ride program for children aged 5-12, built on the evidence-based CORE4Skills framework, delivered at Belgravia Leisure venues.
• Immersion Therapy Allied health service using SCUBA equipment to provide underwater movement therapy for people with disabilities, injuries, or illness, delivered in collaboration with Determined2 and Belgravia Foundation.
• Novofit Home and commercial fitness equipment supplier formed from the merger of The Fitness Generation and Summit Fitness, supplying treadmills and Reformer Pilates equipment across the Group and external customers.
• Sports Community Online training and volunteer resource platform for community sports clubs, providing Club Spot online training library, webinar programs, and business solutions for baseball, softball, and other sporting organizations.
• Belgravia Finance Boutique financier and broking firm established in 2000 offering a comprehensive range of financial solutions with specialisation in equipment finance and broking services.
• Belgravia Apparel, Bizwear and Profile Corporate Clothing Corporate clothing and uniform businesses operating in Australia (Bizwear) and New Zealand (Profile Corporate Clothing), supplying sports apparel and corporate uniforms to businesses.

Quantifiable outcome

• 21,000+ children participate weekly in BK's Gymnastics and GymbaROO programs
• +3 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered minor and core.

• La Trobe UniversityminorStrategic or Co-development Partner · 3 June 2026Partnership for physiotherapy student placements at GymbaROO classes as part of paediatric clinical training, providing real-world experience in movement-based classes for children under five
• Gymnastics Future LeaguecoreStrategic or Co-development Partner · 7 May 2026Collaborative agreement between Australian Gymnastics Competitions and Gymnastics Future League (owned by Recreational Gymnastics Australia, part of Belgravia Group) to strengthen athlete progression and development
• Geelong United BasketballminorGTM or Marketing Partner · 5 July 2024Investment in Geelong's first WNBL team to support women's sports and increase female participation in sport
• AusCyclingcoreStrategic or Co-development Partner · 11 September 2023Partnership to launch AusBike - a learn-to-ride program for children aged 5-12, designed to build cycling confidence and promote healthier lifestyles
• Determined2coreStrategic or Co-development Partner · 2 August 2023Collaboration to expand Immersion Therapy (underwater SCUBA therapy for people with disabilities) from Adelaide to Melbourne's WaterMarc and 10+ other aquatic facilities across Australia and New Zealand over five years
• Water Polo AustraliacoreStrategic or Co-development Partner · 8 September 2021Ground-breaking partnership creating opportunities for Water Polo Australia members through increased access to water polo activities in Belgravia Leisure's Learn to Swim programs, expanded participation programs, and athlete support programs across Belgravia-managed facilities
• Baseball AustraliacoreStrategic or Co-development Partner · 22 February 2021Business solutions partnership extended for at least three years, positioning Belgravia Group as Baseball5's first major partner in Australia, rolling out Baseball5 competitions at leisure centres nationwide
• Softball AustraliacoreStrategic or Co-development Partner · 18 August 2020Commercial partnership providing Coaching Apps, Softball Holiday Camps, administration services, and opportunities for reinvesting savings back into growing the sport
• Sport AustraliacoreGTM or Marketing Partner · 18 December 2019Partnership supporting 'Find Your 30' campaign - Sport Australia's national call to action for 30 minutes of daily physical activity, with special offer of 30 days for $30
• Swimming AustraliacoreStrategic or Co-development Partner · 11 November 2019Partnership to launch GOswim - a next-generation swimming and water safety program focusing on experiential and activity-based learning

Scale indicators18 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Fitness First Australia: One of Australia's largest commercial gym chains. Direct competitor to Belgravia's Genesis Health + Fitness, operating similar full-service fitness facilities with membership-based access and group classes.
• Jetts Fitness: 24/7 no-frills gym chain operating across Australia and New Zealand. Competes head-to-head with Genesis and overlaps geographically with Belgravia's network.
• Anytime Fitness (Australian master franchisee): Largest 24/7 fitness franchise network globally and a major competitor in Australia. Comparable to Belgravia's Genesis franchise model with similar membership, accessibility and franchise economics.
• Goodlife Health Clubs: Australia-wide full-service health club chain (part of Fitness and Lifestyle Group). Directly competes with Genesis for the same corporate and consumer membership segment.

Emerging players

• F45 Training: Australian-origin group-fitness franchise. Competes for fitness membership share and franchisee capital in Australia, though focused on a narrower boutique offering versus Belgravia's full-service portfolio.
• Body Fit Training (BFT): Fast-growing Australian group fitness franchise. Comparable to Genesis and other Belgravia fitness brands on franchise expansion pace and member pricing.
• Plus Fitness: Australian 24/7 fitness franchise. Comparable franchise economics and target consumer to Genesis Health + Fitness, with overlapping site footprint in suburban Australian markets.
• Snap Fitness Australia: 24/7 fitness franchise network operating throughout Australia. Comparable to Genesis on franchise model and competes for the same value-segment consumer.

Regional players

• CityFitness: New Zealand-based fitness chain with overlapping geographic footprint in NZ. Most directly comparable non-Australian peer for Belgravia's trans-Tasman membership and franchise base.

Broad incumbents

• YMCA Australia: Australia's largest community-based fitness, aquatic and recreation operator. Competes with Belgravia Leisure for council facility management contracts and operates swim schools, gymnastics and youth programs similar to JUMP! and GymbaROO.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries25 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 Belgravia Health & Leisure