Aspley Hornets

What Aspley Hornets does

Aspley Hornets (legal entity: Aspley Australian Football & Sporting Club Ltd) is a community-owned, non-profit Australian Rules Football club and licensed hospitality venue founded in 1964, headquartered at 50 Graham Road, Carseldine, approximately 14km north of Brisbane's CBD, with secondary facilities at South Pine Sporting Complex in Brendale. The company operates two integrated divisions: (1) a licensed hospitality business comprising Hornets Bistro, 6 Points Cafe, Lounge Bar, Premiers Bar, an on-site Bottle Shop, a Gaming Room with electronic gaming machines (winner of Queensland's Best Gaming Venue Medium 2023), and function/event spaces; and (2) a comprehensive football program operating senior teams in QAFL, QAFLW, and QFA Division 3, alongside Masters (35+/45+), youth (U13-U17), junior (U8-U12), and Auskick/Superkick pathways, including the Harris Andrews Development Program for elite 11-17 year-olds and a Women & Girls Chartered Club program.

The technology layer is conventional SaaS rather than proprietary: a HornetsHQ mobile app for member communications, a PlayHQ integration for football registration and fixtures across all age divisions, NowBookIt for restaurant table bookings, Humanitix for event ticketing, Stripe and PayPal for e-commerce payments on the merchandise shop, Google Analytics for web traffic, and reCAPTCHA for bot protection. There is no evidence of proprietary technology, custom AI/ML, or owned data assets.

Revenue is generated across seven streams: dining and beverage sales (transaction-based), gaming machine revenue (transaction-based), annual membership subscriptions, football registration fees (junior tiers priced $130-$425 per season), function and event hire (project-based), merchandise sales through an online e-commerce shop ($10-$100 unit pricing), and bottle shop takeaway sales. The club serves a diversified customer base within the Brisbane north-side catchment: local community members and diners, junior/youth/masters football participants (male and female), corporate and event clients, and gaming patrons. The company is governed by an elected Board of Directors and managed by a General Manager-led executive team including Operations, Finance, HR, FOH, and Senior Duty Managers, supported by a Football Operations Manager and dedicated coordinators for junior football, women & girls, and marketing.

Name

Aspley Hornets

Legal name

Aspley Australian Football & Sporting Club Ltd

Website

https://aspleyhornets.com.au

Company type

Private

Founded year

1964

Operating status

Operating

Short description

Aspley Hornets is a community-owned Australian Rules Football club and licensed hospitality venue in Brisbane's north side, founded 1964, offering dining, gaming, functions, and football programs from Auskick to Masters.

Ownership category

akta.pro rank

Product category

Community Sports Club & Licensed Hospitality Venue

NAICS

Drinking Places (Alcoholic Beverages) (72241), Spectator Sports (71121)

SIC

Retail-Eating & Drinking Places (5810), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Neighborhood & Sports Bars (THAFAEAA)

akta.pro secondary industries

Neighborhood Bars & Taverns (CRANACAA), Bars & Pubs (Non-Music) (MPAGAIAC)

Keywords

• Community football club
• Hospitality venue dining
• AFL participation programs
• Licensed gaming venue
• Function event hire

Headquarters

HQ city

Brisbane

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure, Technology or R&D, Others

Revenue model

1. Dining & Beverage: Multiple dining venues including Hornets Bistro, 6 Points Cafe, and Lounge Bar generating food and beverage sales
2. Gaming: Gaming room with electronic gaming machines
3. Membership Subscriptions: Annual membership fees providing access to club facilities and priority bookings
4. Sports Registration & Fees: Player registration fees for AFL competitions across all age groups from Auskick to Masters
5. Function & Event Hire: Event spaces for corporate functions, conferences, parties and special events
6. Merchandise Sales: Online shop selling club merchandise including apparel, accessories, and gift vouchers
7. Bottle Shop: Retail bottle shop for takeaway alcohol sales

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

Aspley Hornets operates a licensed hospitality and entertainment venue comprising a bistro, cafe, lounge bar, bottle shop, gaming room and function rooms, alongside an Australian Rules Football Club offering age- and gender-inclusive AFL programs from Auskick (age 5) through Juniors, Youth, Seniors and Masters (35+/45+). The organisation sells annual memberships, football registrations, function hire, gaming, food and beverage services, and branded club merchandise to the Brisbane northside community.

Product overview

Aspley Hornets is a multi-faceted community sports club and licensed hospitality venue. The club operates two distinct divisions: (1) A licensed club offering hospitality services including Hornets Bistro (main restaurant), 6 Points Cafe (quick dining), Lounge Bar, Premiers Bar, Bottle Shop, Gaming Room (winner of Queensland's Best Gaming Venue Medium 2023), and Function Rooms for events; and (2) An Australian Rules Football Club competing in QAFL, QAFLW, QFA Division 3, Masters, and operating comprehensive youth and junior programs from Auskick through to seniors, with the Harris Andrews Development Program for elite youth. The club also operates a merchandise e-commerce shop and the HornetsHQ mobile app for members.

Differentiator

Problem solved

Functional benefit

Brands

• Hornets Bistro: The club's main dining restaurant offering relaxed atmosphere and comfortable surroundings for meals with family and friends
• 6 Points Cafe
• Lounge Bar
• Hornets App
• HornetsHQ App
• Harris Andrews Development Program
• Past Players & Supporters Inc.
• Hornets Social Golf Club Inc

Products and services

• Hornets Bistro The club's main restaurant offering a relaxed atmosphere and comfortable surroundings for dining with family and friends, open 7 days for lunch from 12pm and dinner from 5:30pm. Targets local Brisbane northside diners and members.
• 6 Points Cafe Cafe offering fresh meals suitable for lunch dates, business lunches or coffee catch-ups, open 7 days with breakfast from 8am. Targets casual diners and local workers.
• Lounge Bar Main stage for drinks featuring classic and craft beers on tap, wine on tap, bottled beer, wine, spirits, cocktails, and mocktails. Targets members and patrons seeking beverage service and live entertainment.
• Premiers Bar Club bar featured as part of the venue's entertainment and hospitality offerings, supporting events and social gatherings.
• Bottle Shop On-site bottle shop offering takeaway beverages as part of the club's hospitality offerings. Targets members and local patrons seeking packaged alcohol.
• Gaming Room Gaming venue featuring electronic gaming machines, awarded Queensland's Best Gaming Venue (Medium) 2023. Targets adult patrons seeking gaming entertainment in a licensed club environment.
• Function Rooms & Event Spaces Venue spaces available for corporate meetings, conferences, parties and special events with dedicated function packages and enquiry handling. Targets corporate and private event clients in Brisbane northside.
• Football Club Merchandise Shop Online shop selling club merchandise including supporter apparel, accessories, football equipment and gift vouchers. Targets members and supporters of the Aspley Hornets football club.
• Gift Vouchers Digital gift vouchers available in $50 or $100 denominations for purchase online, redeemable at club venues. Targets members, supporters and gift buyers.
• QAFL Senior & Reserves Football Senior men's Australian rules football teams competing in the Queensland Australian Football League at the highest community level, including reserves. Targets competitive senior male players and spectators.
• QAFLW Women's Football Senior women's Australian rules football team competing in the Queensland AFL Women's league. Targets senior female players and supporters.
• QFA Division 3 Football Senior men's team competing in Queensland Football Association Division 3. Targets competitive community-level senior male players.
• Masters Football Over-age football programs including Men's 35s, Men's 45s and Women's divisions for experienced players. Targets adult players aged 35+ and 45+ seeking continued competitive football.
• Youth Football (U13-U17) Youth football program for players aged 13-17 competing in mixed and single-gender divisions. Targets teenage players seeking competitive youth AFL.
• Junior Football (U8-U12) Junior football program for players aged 8-12 in mixed and single-gender divisions with age-appropriate rules. Targets children and parents seeking structured junior AFL competition.
• Auskick & Superkick Program Introductory Australian rules football programs for children aged 5-12, teaching fundamental skills through game-based activities (Auskick ages 5+, Superkick ages 7-12). Targets entry-level young players and their parents.
• Harris Andrews Development Program Elite development program for talented footballers aged 11-17, focusing on core skills, fitness, nutrition, coaching techniques, sports science and psychology, supported by AFL player Harris Andrews and Super Butcher. Targets aspirational junior and youth players.
• Women & Girls Chartered Club Program Inclusive program providing opportunities for female players of all ages from Auskick to Masters, creating a complete pathway for girls in AFL under AFL Queensland chartered status. Targets female players across all age groups.
• Hornets Social Golf Club Social golf sub-club for Aspley Hornets members, playing at various courses around Brisbane with games held every second Sunday. Annual membership $50 includes club shirt. Targets members seeking additional social sporting activity.
• Past Players & Supporters Inc. Sub-club for past players and supporters with minimum 10 years association or 100 games played, conducting fundraising and fellowship activities. Targets longstanding members of the club.

Quantifiable outcome

• Community contribution of $707,774 in 2023
• +3 more outcomes

Named customers2 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature1 record

Partnerships

18 partnerships are on record, tiered major, core, gold, silver and minor.

• Automall AspleymajorGTM or Marketing PartnerMajor sponsor of the club. Automall Aspley is a car dealership providing financial and marketing support to the club.
• Bradnam's Windows & DoorsmajorGTM or Marketing PartnerMajor sponsor providing windows and doors products/services support to the club.
• Super ButchermajorGTM or Marketing PartnerMajor sponsor and supporter of Harris Andrews Development Program. Provides meat products for club catering and financial support.
• New BalancecoreGTM or Marketing PartnerApparel partner supplying New Balance branded merchandise including hoodies, t-shirts, and caps for the club shop.
• Harris Andrews (AFL Player)coreStrategic or Co-development PartnerAFL player supporting the Harris Andrews Development Program designed to assist aspirational and talented footballers aged 11-17.
• Harvey Norman AspleygoldGTM or Marketing PartnerGold sponsor providing electronics and retail support.
• Gage Roads Brew CogoldGTM or Marketing PartnerGold sponsor and beverage supplier for on-tap beers at the venue.
• ANZ Mobile Lending ChermsidesilverGTM or Marketing PartnerSilver sponsor providing financial services marketing partnership.
• PlayHQcoreTechnology or IntegrationAFL Queensland's registration and fixture management platform used for all football registrations and game scheduling.
• HumanitixcoreTechnology or IntegrationEvent ticketing platform used for trivia nights, Best & Fairest events, and other club functions.
• NowBookItcoreTechnology or IntegrationRestaurant table booking system used for bistro reservations.
• Amcal AspleyminorGTM or Marketing PartnerLocal pharmacy sponsoring Junior Football Fundraiser Trivia Night.
• Landers PocketminorGTM or Marketing PartnerSponsor of 2026 Senior Best & Fairest event.
• Ambient ITsilverTechnology or IntegrationSilver sponsor providing IT services.
• Bears Refrigeration & Air ConditioninggoldGTM or Marketing PartnerGold sponsor providing refrigeration and HVAC services.
• Belgravia ApparelgoldGTM or Marketing PartnerGold sponsor providing apparel merchandise.
• CMBMgoldGTM or Marketing PartnerGold sponsor.
• GooglecoreTechnology or IntegrationGoogle Analytics and reCAPTCHA used on website. Google Maps integration for location.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mt Gravatt Vultures AFC: Brisbane-based community AFL club with a licensed club facility and full pathway programs; competes with Aspley for Brisbane metropolitan talent and licensed-venue customers.
• Western Magpies AFC: QAFL community football club in Brisbane with junior-to-senior pathways and a licensed club venue; directly comparable in scope of football programs and hospitality offering.
• Southport Sharks: Major Gold Coast community sporting club operating AFL alongside a large gaming, dining, and events venue; comparable in scale and multi-revenue structure to Aspley Hornets.
• Redland-Victoria Point AFL: QAFL community football club in the Redlands/Brisbane region operating a multi-sport licensed club with football pathway programs from juniors to seniors.
• Wilston Grange AFC: Inner-north Brisbane QAFL club running comprehensive junior, youth, and senior football alongside a community sporting club facility, comparable in age range and community-led model.
• Sherwood Magpies AFC: Brisbane-based community AFL club competing in QAFL with a clubhouse offering bar, dining, and gaming services, mirroring Aspley's sports-hospitality hybrid model.
• Morningside Panthers: QAFL/QAFLW community football club in Brisbane operating a large licensed club with dining, gaming, and functions — a near-identical operating model to Aspley Hornets and a direct competitor for Brisbane football talent and hospitality spend.
• Surfers Paradise Hawks: QAFL community football club on the Gold Coast with a licensed sporting club venue, similar junior-to-senior football pathways and hospitality operations.
• Broadbeach Cats: QAFL senior club on the Gold Coast with a hospitality-led club venue, comparable community-based football and licensed-club structure to Aspley Hornets.

Broad incumbents

• Brisbane Broncos (NRL): Larger, established Brisbane sporting organisation with significant licensed-venue and membership operations across Queensland — provides a broader incumbent benchmark for community sport + hospitality monetisation at scale.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/aspleyfc
• Facebookfacebook.com/aspleyhornets
• LinkedInlinkedin.com/company/aspley-australian-rules-football-club--qld

Revenue estimate

Valuation estimate

Number of profiles

Profiles20 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 Aspley Hornets