Swan Active

What Swan Active does

Swan Active is a community fitness and aquatic leisure operator wholly owned and operated by the City of Swan local government in Western Australia. It runs three integrated leisure centres in Midland (Midvale), Ballajura, and Beechboro, delivering a unified membership that grants access to all three locations. The core offering combines a gym floor (freeweights and equipment), group fitness classes (Les Mills, boxing, freestyle, aqua fitness, yoga, Pilates including a Reformer studio at Beechboro), heated indoor swimming pools with spa/sauna, swim school lessons and squad programs, sports competitions (basketball, netball, futsal, volleyball, walking sports), personal training, a crèche for children aged 8 weeks to 5 years, junior coaching, seniors' programs, and court/venue hire.

The business operates a hybrid subscription and usage-based revenue model. Recurring streams include tiered memberships (Complete at A$90/month or A$980/year, Combo, Express from A$14.23/week, FIFO, Bubs & You) and swim school/squad fees; transactional streams include casual entries, personal training packages (A$250–A$675), Multi-Pass bundles (10 entries over 12 months), sports competition registrations via Sportfix, and court hire. Distribution is direct-to-consumer via walk-in facility visits, an online member portal (yourswanactive.swan.wa.gov.au), website enquiry forms, and community/social channels. Pricing is positioned with no joining fees, no card fees, and free parking, reflecting a public-good mandate rather than profit maximisation.

Customers are local residents of the City of Swan across five horizontal personas: general adults and families (primary), seniors 55+, children/youth (8 weeks–17 years), parents with young children, and FIFO workers. Marketing is community-led, leveraging Facebook, Instagram, YouTube, and email newsletters. Swan Active is not a standalone incorporated entity; it is a service line of the City of Swan and has no external shareholders, funding rounds, or M&A history.

Name

Swan Active

Legal name

City of Swan

Website

https://swanactive.com.au

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Swan Active is a local-government-operated fitness and aquatic leisure business serving City of Swan residents in Western Australia across three sites (Midland, Ballajura, Beechboro) with gym, group fitness, pools, swim school, sports competitions, crèche, and tiered memberships.

Ownership category

akta.pro rank

Product category

Community Fitness and Recreation Services

NAICS

Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Aquatic Centers & Swimming Facilities (MPAKAEAF)

Keywords

• Community fitness centers
• Aquatic and swim school
• Group fitness classes
• Recreation and leisure services
• Childcare and sports programs

Headquarters

HQ city

Middle Swan

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Recurring monthly or annual membership fees providing access to gym, fitness classes, swimming pools, and other facilities. Members can choose from various tiers including Complete (full access), Combo (2 options), Express (1 option), and specialized memberships for families, seniors, and FIFO workers.
2. Casual Entry Fees: Non-members can pay per-visit fees for pool access, gym use, group fitness classes, and other facilities. Multi-Pass products offer 10 casual entries valid for 12 months.
3. Personal Training Sessions: Additional cost add-on to membership for personal training sessions. Available as 1-on-1 or 2-person sessions in packages of 5 or 10 sessions.
4. Sports Competition Fees: Team registration fees and game fees for adult and junior sports competitions including basketball, netball, indoor soccer/futsal, and volleyball.
5. Swim School and Coaching Programs: Fees for swimming lessons, squad swimming, junior sports coaching, and holiday programs.
6. Crèche Services: Child-minding services for children aged 8 weeks to 5 years while parents use facilities.
7. Court and Venue Hire: Fees for hiring sports courts and rooms for events or activities.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Swan Active operates three community fitness and aquatic centres in the City of Swan (Midland, Ballajura, Beechboro), providing gym access, group fitness classes, heated indoor swimming pools, swimming lessons, sports competitions, personal training, crèche services, and kids and seniors programs under tiered membership plans or casual entry fees.

Product overview

Swan Active is a multi-location fitness and leisure facility operator run by the City of Swan in Western Australia, with three centers in Midland, Ballajura, and Beechboro. The offering is a unified community wellness platform combining fitness facilities (gym with freeweights and equipment), group fitness classes (Les Mills, boxing, aqua fitness, yoga, Pilates including reformer studio), aquatic facilities (heated pools, spa, sauna), swimming lessons (Swim School), sports competitions (basketball, netball, futsal, volleyball), and family services (crèche, kids programs, senior programs). Members can choose from tiered memberships (Complete, Combo, Express, FIFO, Bubs & You) or purchase casual Multi-Passes. The three locations operate as an integrated network with a single membership providing access to all facilities, and the Sportfix platform integrates for sports competition registration.

Differentiator

Problem solved

Functional benefit

Brands

• Swim School: Swimming lesson program for children and adults
• Reformer Studio

Products and services

• Complete Membership Full access tiered membership to all three Swan Active centres offering gym, fitness classes, swimming pool, spa, personal training, and crèche access. Priced at $90 per month (no fixed term) or $980 per year upfront.
• Combo Membership Membership tier providing access to two of three options: gym, fitness classes, or swimming pool/spa. Pricing varies by combination selected.
• Express Membership Entry-level membership tier providing access to a single facility option: either gym, fitness classes, or swimming pool/spa. Starting from $14.23 per week.
• FIFO Membership Specialized membership tier for fly-in, fly-out workers providing full access to all facilities for the price of an Express membership. Requires employment verification.
• Bubs & You Membership Membership tier including gym, fitness classes, and crèche access, designed for parents with young children.
• Gym Access to freeweights and gym equipment across all Swan Active locations, available as part of membership packages with options for personal exercise planning and health consultations.
• Fitness Classes Group fitness classes including Les Mills, boxing, freestyle, aqua fitness, yoga, and Pilates. Classes range from 30 minutes to 1 hour, available 7 days a week across all locations.
• Reformer Studio Pilates reformer classes offered at Swan Active Beechboro location, providing a new fitness class offering with class bookings available.
• Swimming Pool Heated indoor swimming pools with ramp access, spa, and sauna facilities, including lap swimming, aqua fitness, and pool lane availability at Ballajura and Beechboro locations.
• Swimming Lessons (Swim School) Swimming lessons with weekly sessions, 7-day pool access for students and parents, squad swimming programs, and swimming level finder, operated at Ballajura and Beechboro locations.
• Social Sports Adult sports competitions including basketball, netball, indoor soccer (futsal), and volleyball, featuring walking sports programs and fixtures with results tracking.
• Court Hire Three full-size sports courts available for hire at Swan Active Beechboro, with Court 3 separated and enclosed, available for various sports activities.
• Personal Training Personal training sessions available as additional cost to membership, offered as 1-person or 2-person packages with 5 or 10 session options.
• Crèche Child-minding service for children aged 8 weeks to 5 years (maximum 2 hours per day per child) available at all Swan Active locations.
• Kids Programs Children's programs including kindy programs, junior sports coaching (basketball, netball, soccer), junior competitions, holiday activities, and birthday parties.
• Be Active Seniors Programs and events specifically designed for seniors to stay active with social activities, including special membership options for seniors.
• Holiday Swim Program Intensive swimming lessons during school holidays, available as 4-day, 5-day, or 9-day program blocks with pool access included.
• Multi-Pass Casual entry pass offering 10 entries for pool, group fitness, or crèche use over a 12-month period, with a free 11th entry for swimming pass holders.

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Anytime Fitness Australia: 24/7 express gym franchise with significant WA presence that competes on convenience and price against Swan Active's Express tier membership, though without pools or staffed classes.
• Fitness First Australia: Premium national fitness chain operating large-format clubs in major Australian metros — competes for adult fitness members in Perth but as part of a national subscription portfolio rather than a community-recreation offering.
• Goodlife Health Clubs: Australia's largest independent gym chain with national network of mid-market health clubs offering group fitness and personal training — competes with Swan Active for the same general adult segment but lacks aquatic and crèche offerings.

Emerging players

• Jetts Fitness: Australian 24/7 express gym chain with low-cost membership focused on cardio and strength basics — competes head-on with Swan Active's Express tier for price-sensitive members without group fitness or aquatic facilities.
• F45 Training: Functional training franchise popular in Perth metro that targets the same group-fitness-seeking demographic as Swan Active's Les Mills/yoga/Pilates classes via a boutique, scheduled-class model.
• Plus Fitness: Australian low-cost 24/7 gym franchise providing budget memberships that directly overlap Swan Active's Express tier positioning for casual, single-modality fitness users.

Direct peers

• Aqua Jetty (City of Rockingham): Council-operated aquatic and recreation facility south of Perth with similar pools, learn-to-swim, gym, and group fitness programming — directly comparable council leisure operating model.
• Cockburn ARC (Aquatic and Recreation Centre): City of Cockburn council-run aquatic and recreation complex in Perth's southern suburbs offering pools, gym, fitness classes and swim school on a comparable community-recreation model.
• Belmont Oasis Leisure Centre: City of Belmont-operated aquatic and recreation centre in Perth metro offering similar multi-use fitness, swim school, and group fitness facilities to local ratepayers — the closest geographic and operating-model analogue to Swan Active.
• YMCA Australia (community leisure centres): National not-for-profit operating community fitness and aquatic centres across Australia with membership-based access similar to Swan Active, including swim school and kids programs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@swan-active
• Facebookfacebook.com/swanactive
• Instagraminstagram.com/swanactive
• LinkedInlinkedin.com/company/swan-active-ballajura

Revenue estimate

Valuation estimate

Number of profiles

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 Swan Active