WaterMarc
WaterMarc Banyule is a multi-activity aquatic and recreation centre in Greensborough, Victoria, operated by Belgravia Leisure, offering a 50m pool, 850m² gym, swim school, Reformer Pilates, CryoLounge+, and award-winning Immersion Therapy to local families, fitness enthusiasts, seniors, teens, and people with disabilities through a tiered membership model.
- Company typePrivate
- Founded2012
- HeadquartersGreensborough, Australia
- Headcount51–100
- GTM typeB2C
- OfferingServices
What WaterMarc does
WaterMarc Banyule is a multi-activity aquatic and recreation facility located at 1 Flintoff St, Greensborough, Victoria, Australia. It is wholly managed and operated by Belgravia Health and Leisure Group Pty Ltd (Belgravia Leisure), a privately held Australian leisure management company. The venue spans an 850m² gym with TechnoGym cardio and strength equipment, an Olympic-sized 50-metre pool, leisure and warm water pools, a spa, sauna, steam room, splash park, and two waterslides, alongside a dedicated Reformer Pilates studio, CryoLounge+ recovery zone, childcare facilities, and allied health consulting rooms.
The core offering is built around three product pillars: (1) aquatic and swim education delivered through the GOswim program (powered by Swimming Australia), including Splish Splash for young children and a school swimming program; (2) fitness services including group exercise, Reformer Pilates, aqua aerobics, personal training, and functional training; and (3) allied health services comprising Exercise Physiology and the award-winning Immersion Therapy, an evidence-based underwater rehabilitation service co-designed with Partners in Health and informed by seven years of research with the University of South Australia and Determined2.
WaterMarc operates a direct-to-consumer membership model with four subscription tiers — Aquatic, Full Access, Premium, and Premium & 24/7 — billed via monthly direct debit. Premium memberships bundle unlimited Reformer Pilates and Recovery Zone access. Revenue is supplemented by casual entry fees, swim school enrollments, personal training, allied health billings, recovery sessions (CryoLounge+ at $20 per session for non-members), venue hire, birthday parties, and Women's Only Swim Nights ($5 entry, proceeds to Belgravia Foundation). GTM is local and community-led, leveraging Banyule City Council partnerships, social media (Facebook, Instagram, YouTube), and referral programs targeting Greensborough and surrounding Banyule residents.
WaterMarc firmographics
Firmographics- Name
- WaterMarc
- Legal name
- WaterMarc (operated by Belgravia Health and Leisure Group Pty Ltd)
- Website
- https://watermarcbanyule.com.au
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- WaterMarc Banyule is a multi-activity aquatic and recreation centre in Greensborough, Victoria, operated by Belgravia Leisure, offering a 50m pool, 850m² gym, swim school, Reformer Pilates, CryoLounge+, and award-winning Immersion Therapy to local families, fitness enthusiasts, seniors, teens, and people with disabilities through a tiered membership model.
- Ownership category
- akta.pro rank
WaterMarc industry classification
Industry- Product category
- Aquatic and Fitness Recreation Services
- NAICS
- Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (61162), Amusement Parks and Arcades (7131)
- SIC
- Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Aquatic Centers & Swimming Facilities (MPAKAEAF)
- akta.pro secondary industries
- Water Parks (Outdoor/Indoor, Wave Pools & Slides) (THAJAEAB), Aquatic Playgrounds & Splash Pads (Spray Parks, Kids’ Water Play) (THAAABAE)
Keywords
Where WaterMarc is headquartered
LocationHeadquarters
- HQ city
- Greensborough
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
WaterMarc business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Membership Subscriptions: Recurring membership revenue through direct debit arrangements. Multiple tiers including Aquatic, Full Access, Premium, and 24/7 memberships. Premium memberships include unlimited Reformer Pilates classes and extended facilities access.
- Casual Entry Fees: Pay-per-visit access to facilities including pool entry, waterslides, and spa/sauna/steam room. Women's Only Swim Night at $5 per person with proceeds to Belgravia Foundation.
- Recovery Services: CryoLounge+ sessions available to non-members at $20 per session. Premium membership holders receive included access.
- Swim School Programs: GOswim swimming lessons and programs for children, teens and adults. Includes school swimming programs and teen-specific courses.
- Personal Training: One-on-one and small group training services provided by qualified fitness instructors.
- Allied Health Services: Exercise Physiology and Immersion Therapy services delivered by accredited exercise physiologists.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | CryoLounge+ Non-Member Access |
| Unit Pricing | Pay-as-you-go | Women's Only Swim Night |
| Subscription | Monthly | Premium Membership |
| Subscription | Monthly | Full Access DD Membership |
| Subscription | Monthly | GOswim Teen Program |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
WaterMarc product offering
Product offeringCore offering
WaterMarc operates a multi-activity aquatic and recreation centre in Greensborough, Victoria, selling tiered memberships and casual entries that grant access to an Olympic-sized 50m pool, leisure and warm water pools, spa, sauna, steam room, splash park and waterslides, an 850m² gym with TechnoGym equipment, group exercise and Reformer Pilates classes, personal training, and Aqua Aerobics. The centre also sells learn-to-swim programs (GOswim, Splish Splash, School Swimming), allied health services (Exercise Physiology and award-winning Immersion Therapy), CryoLounge+ recovery sessions, childcare, birthday party hosting, and venue hire to local families, fitness enthusiasts, seniors, teenagers and people with disabilities or chronic conditions.
Product overview
WaterMarc is a multi-activity aquatic and fitness centre offering a comprehensive range of health and wellness services. The facility operates on a platform-plus-modules model centered around aquatic facilities (50m Olympic pool, leisure pools, spa, sauna, steam room, splash park, and waterslides) and a fully equipped 850m² gym with TechnoGym equipment. Core offerings include the GOswim Swimming and Water Safety Program (with Splish Splash for young children and School Swimming Programs), Group Exercise Classes including Reformer Pilates, Aqua Aerobics, Personal Training, and Functional Training. Allied health services include Exercise Physiology and award-winning Immersion Therapy. Premium add-on modules include CryoLounge+ recovery therapy and 24/7 gym access. The venue also offers childcare, birthday parties, and venue hire for community events. Memberships are available in tiers from basic aquatic access to full premium packages including unlimited Reformer Pilates and recovery zone access.
Differentiator
Problem solved
Functional benefit
Products and services
- GOswim Swimming and Water Safety Program
- Splish Splash Swimming Lessons
- School Swimming Program
- Aquatic Facilities Access
- Aqua Aerobics
- Gym and Fitness Facilities
- Reformer Pilates Classes
- Group Exercise Classes
- Personal Training
- Functional Training
- Exercise Physiology
- Immersion Therapy
- CryoLounge+ Recovery Sessions
- Memberships
- Childcare
- Birthday Parties
- Venue Hire
Quantifiable outcome
- Chris Brady improved arm mobility from 90 degrees to near 180 degrees through Immersion Therapy
- +2 more outcomes
Companies that use WaterMarc
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles5 records
WaterMarc technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
WaterMarc partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Belgravia LeisurecoreWaterMarc is managed and operated by Belgravia Leisure, a major Australian leisure and recreation management company. Belgravia Leisure manages numerous facilities across Australia and New Zealand, providing operational expertise, systems, and corporate support.
- Partners in HealthcoreCo-design partner for Immersion Therapy program. Partners in Health provides specialist expertise in delivering underwater rehabilitation therapy, working with Belgravia Leisure to deliver the program at WaterMarc and expand across Victoria.
- Swimming Australia / GOswim AustraliacoreGOswim swimming program is powered by Swimming Australia, Australia's peak body for competitive and community swimming. This partnership brings highest standards of swim education to local pools.
- Royal Life Saving AustraliaminorWaterMarc participates in Royal Life Saving programs and initiatives. Data from Royal Life Saving highlights the importance of their teen swimming programs.
- Banyule Youth ServicesminorCommunity partnership for Women's Only Swim Night event. Banyule Youth Services collaborates with WaterMarc to deliver this initiative.
- Banyule City CouncilminorCommunity partner for events including IDAHOBIT celebrations. WaterMarc team partnered with Banyule City Council's Community Impact team for Rainbow Ride event.
- University of South AustraliaminorUniversity of SA and Determined2 have spent 7 years and $1 million on Immersion Therapy research including a 3-year clinical trial. Service currently offered in SA and Vic with expansion planned.
- Royal Children's HospitalminorWaterMarc participates in the Good Friday Appeal, raising funds for the Royal Children's Hospital through community events.
Scale indicators5 records
Recent moves7 records
Expansion highlights5 records
WaterMarc competitors and assessment
Company assessmentBroad incumbents
- Anytime Fitness Australia: Anytime Fitness is a major 24/7 franchise network with significant Melbourne presence. Its 24/7 access model competes directly with WaterMarc's Premium 24/7 membership tier for convenience-oriented members.
- Fitness First Australia: Fitness First is a large national premium fitness chain with multiple Melbourne locations offering gym, group fitness, and recovery amenities. It competes with WaterMarc for premium fitness members, though without the same aquatic depth.
- Goodlife Health Clubs: Goodlife is one of Australia's largest fitness chains with extensive Melbourne coverage. Overlaps with WaterMarc on gym, group exercise, and personal training, competing for similar fitness-enthusiast segments.
- The Y Victoria (formerly YMCA Victoria): The Y operates multiple aquatic, fitness, and recreation centres across metropolitan Melbourne and regional Victoria. It competes directly with WaterMarc on family swim, learn-to-swim, and group fitness in many of the same catchments.
Emerging players
- BFT (Body Fit Training): BFT is an Australian-origin functional training franchise with strong Melbourne presence. It competes for time-poor fitness consumers seeking programmed group workouts similar to WaterMarc's group exercise offering.
- F45 Training: F45 is a functional training franchise with widespread Melbourne studios. It competes for the functional training and group fitness segment of WaterMarc's market.
Direct peers
- Melbourne Sports and Aquatic Centre (MSAC): MSAC is a major aquatic, fitness, and recreation centre in Albert Park, Melbourne, offering multiple pools, gym, group fitness, and learn-to-swim programming. It is the most directly comparable multi-activity aquatic centre in the Melbourne metro area.
- Aqualink (Belgravia Leisure): Aqualink Box Hill is another aquatic, fitness, and recreation centre operated by Belgravia Leisure in Melbourne's east. Same parent operator, similar multi-activity aquatic/fitness product set, making it the closest internal comparable venue.
Regional players
- Healthworks Fitness Centres: Healthworks operates multiple premium fitness facilities across Melbourne, including aquatic offerings. Comparable on the gym/group fitness/Pilates component of WaterMarc's product mix, though with less aquatic depth.
- Knox Leisureworks: Knox Leisureworks is a council-run aquatic and fitness facility in Melbourne's east offering pools, gym, group fitness, and learn-to-swim. Comparable product mix focused on a single local catchment, similar to WaterMarc's community-anchor positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
WaterMarc social profiles
Digital presenceWaterMarc financial estimates
Financial estimateRevenue estimate
Valuation estimate
WaterMarc leadership team
Management profileNumber of profiles
Profiles8 records
WaterMarc funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WaterMarc M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about WaterMarc
What does WaterMarc do?
WaterMarc operates a multi-activity aquatic and recreation centre in Greensborough, Victoria, selling tiered memberships and casual entries that grant access to an Olympic-sized 50m pool, leisure and warm water pools, spa, sauna, steam room, splash park and waterslides, an 850m² gym with TechnoGym equipment, group exercise and Reformer Pilates classes, personal training, and Aqua Aerobics. The centre also sells learn-to-swim programs (GOswim, Splish Splash, School Swimming), allied health services (Exercise Physiology and award-winning Immersion Therapy), CryoLounge+ recovery sessions, childcare, birthday party hosting, and venue hire to local families, fitness enthusiasts, seniors, teenagers and people with disabilities or chronic conditions.
Is WaterMarc a public or private company?
WaterMarc is a private company. It is classified as corporate owned and is currently operating.
When was WaterMarc founded?
WaterMarc was founded in 2012. It employs 51 to 100 people.
Where is WaterMarc based?
WaterMarc is headquartered in Greensborough, Australia, in the Oceania region.
How does WaterMarc make money?
Six revenue lines are on record. Membership Subscriptions are the primary driver. The others are casual Entry Fees, recovery Services, swim School Programs, personal Training and allied Health Services.
Who are WaterMarc's main competitors?
Broad incumbents on record are Anytime Fitness Australia, Fitness First Australia, Goodlife Health Clubs and The Y Victoria (formerly YMCA Victoria). Emerging players are BFT (Body Fit Training) and F45 Training. Direct peers are Melbourne Sports and Aquatic Centre (MSAC) and Aqualink (Belgravia Leisure). Regional players are Healthworks Fitness Centres and Knox Leisureworks.
Does WaterMarc have an API?
No public API is recorded for WaterMarc.
What industry is WaterMarc in?
WaterMarc's product category is Aquatic and Fitness Recreation Services. Its primary akta.pro industry code is MPAKAEAF, Aquatic Centers & Swimming Facilities, with a secondary code of THAJAEAB, Water Parks (Outdoor/Indoor, Wave Pools & Slides). Its NAICS code is 713940 and its SIC code is 7997.