What Hawke's Bay Community Fitness Centre Trust does

Hawke's Bay Community Fitness Centre Trust is a New Zealand charitable trust operating Hawke's Bay's largest multi-purpose fitness complex at Mitre10 Sports Park, 42 Percival Road, Hastings. Founded in 2016 by Sir Graeme Avery and Bruce MacTaggart, the trust delivers four integrated facility streams: Royston Gym (community fitness and group classes), the Hawke's Bay Regional Aquatic Centre (Olympic-grade 25m and 50m pools plus the Bruce MacTaggart Hydrotherapy Centre, opened 2022), the Athlete Performance Centre (tiered Youth Pathways through High-Performance and Remote Athlete programmes powered by the Lumin training platform), and Sir Graeme S. Avery House (72-bed on-site sports accommodation with van hire). Supporting facilities include indoor courts and conference rooms (Heretaunga, Marshalling, Club Room) bookable via Skedda, plus a Holiday Programme at the Aquatic Centre.

The trust serves five primary customer segments — individual community members (Flexi/Fixed/Upfront gym and Gym+Swim memberships with concession pricing), aspiring and elite athletes (programmes priced $20-$120/week, including HPSNZ-endorsed High-Performance Athletes), schools and youth education partners (EOTC programmes, Aspiring Leaders, Flaxmere Sport and Life Academy), sports teams and groups (72-bed accommodation at $80-$85/bed/night), and corporate groups (conference and court hire). Revenue is generated through subscription gym memberships, recurring weekly athlete programme fees, transactional accommodation and conference bookings, casual class and court visits, and grant/leadership-donor funding from civic and lottery sources (Hastings District Council, NZ Lottery Grants Board, Avery Foundation, Pak'n Save Hastings, Royston Health Trust, among others).

Commercial operations are supported by a lean team of 12 staff, a dedicated Partnership Manager, a board of trustees chaired by Mark Aspden, and General Manager Brendan Bourke (former FIFA Women's World Cup 2023 Head of Operations). Technology plays a facilitating role: Lumin for individualised athlete programming and progress tracking, Technogym for class booking, Skedda for facility hire, and Sporty.co.nz as the underlying CMS. The trust's competitive position rests on its scale as the region's only multi-sport complex of its kind, its charitable-trust reinvestment mandate, and its embedded partnerships with EIT, Sport Hawke's Bay, and regional school clusters.

Name

Hawke's Bay Community Fitness Centre Trust

Legal name

Hawke's Bay Community Fitness Centre Trust

Website

https://hbcfct.org.nz

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Hawke's Bay Community Fitness Centre Trust is a New Zealand charitable trust operating the region's largest multi-sport fitness complex at Mitre10 Sports Park, Hastings, delivering community gym, Olympic-grade aquatic centre, athlete performance centre, 72-bed sports accommodation, conference rooms, and school EOTC programmes to individuals, athletes, schools, sports teams, and corporate groups.

Ownership category

akta.pro rank

Headquarters

HQ city

Hastings

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Gym Memberships: Recurring weekly membership fees for gym access across multiple tiers (Flexi, Fixed, Upfront annual). Additional revenue from casual visits and 10-visit packs. Concession pricing available for seniors, students, and community services card holders.
2. Gym + Swim Memberships: Combined membership bundles offering access to both the community gym and aquatic centre, billed on a weekly or annual subscription basis with Flexi and Fixed commitment options.
3. Athlete Performance Programmes: Weekly programme fees across Youth Pathways ($20/week), Performance Athlete ($90/week), High-Performance Athlete ($120/week), Athlete Development ($25-$65/week depending on age and session count), and S&C Training ($85-$225/week). Remote Athlete programming delivered via Lumin platform.
4. Fitness Classes: Fitness classes (Aqua, BHT, HIIT, Functional Fitness, More Mobility, Go Steady, Cardio Club) included free with gym membership. Casual class access at $25.50 for non-members, $11.50 for aqua classes.
5. Sports Accommodation (Sir Graeme S. Avery House): 72-bed accommodation hostel at $80-$85 per person per night + GST. Revenue from sports teams and group bookings, with self-catering or catered options. Additional revenue from on-site 12-seater van hire at $100/day + GST.
6. Court and Conference Room Hire: Hourly, half-day, and full-day hire of indoor courts (Full Court, Half Court, Indoor Track) and conference rooms (Heretaunga Room, Marshalling Room, Club Room). Additional revenue from Pickleball community sessions ($8/person). Peak hour surcharges may apply for court bookings.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Hawke's Bay Community Fitness Centre Trust operates a multi-purpose community fitness and recreation complex at Mitre10 Sports Park in Hastings, New Zealand. The trust delivers community gym memberships, aquatic centre access, athlete performance and high-performance training programmes, a 72-bed accommodation facility, sports hall and conference hire, and Education Outside the Classroom (EOTC) programmes for schools.

Product overview

Hawke's Bay Community Fitness Centre Trust operates a multi-purpose fitness complex at Mitre10 Sports Park as a single unified offering rather than a modular platform. The organisation provides four core integrated facilities: Royston Gym (community fitness), the Hawke's Bay Regional Aquatic Centre (swimming), the Athlete Performance Centre (high-performance training), and Sir Graeme S. Avery House accommodation, supported by Sports Hall & Conference Rooms and EOTC programmes. The Athlete Performance Centre offers tiered programmes (Youth Pathways, Performance Athlete, High-Performance Athlete, Remote Athlete, Athlete Development) that build a pathway from aspiring youth athletes through to elite performers. EOTC programmes including the Poipoia te Kākano Programme and school partnerships extend the Trust's reach into community youth development. Together, these products enable the Trust to serve every sport, age, fitness level and goal from casual community members to high-performance athletes.

Differentiator

Problem solved

Functional benefit

Brands

• Royston Gym: Community fitness centre offering gym facilities, fitness classes, and personal training services.
• Athlete Performance Centre
• Sir Graeme S. Avery House
• Poipoia te Kākano Programme

Products and services

• Royston Gym Membership (Royston Health & Fitness Centre)
• Hawke's Bay Regional Aquatic Centre
• Athlete Performance Centre Programmes
• Sir Graeme S. Avery House Accommodation
• Sports Hall and Conference Room Hire
• Education Outside the Classroom (EOTC) Programmes
• Fitness Classes

Quantifiable outcome

• No sign-up fee for gym memberships — free personalised fitness programme on sign-up
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature1 record

Partnerships

Three partnerships are on record, tiered founding organisation, strategic and programme partner.

• Eastern Institute of Technology (EIT)founding organisationStrategic or Co-development PartnerFounding organisation of the trust. EIT is the regional polytechnic in Hawke's Bay. The EIT Institute of Sport & Health is co-located at the trust's Mitre10 Sports Park site. Dr Helen Ryan-Stewart, Executive Dean of EIT's Faculty of Education, Humanities and Health Science, serves as a trustee of the trust.
• Sport Hawke's BaystrategicStrategic or Co-development PartnerRegional sports organisation. Sue Smith, General Manager of Sport Hawke's Bay, serves as a trustee of the trust. Sport Hawke's Bay and the trust collaborate on community sport and physical activity initiatives across the region.
• Te Waka o Māramatanga Kāhui Akoprogramme partnerStrategic or Co-development PartnerA cluster of seven schools in the Flaxmere area. The trust delivers the Flaxmere Sport and Life Academy programme in partnership with this Kāhui Ako, using sport to nurture key success characteristics and overall wellbeing for students.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• CityFitness: New Zealand low-cost gym chain with multiple locations. Competitor for HBCFCT's community gym memberships and casual visits, directly comparable in core gym product, though smaller footprint per site and no aquatic or athlete performance offering.
• Jetts Fitness New Zealand: 24/7 budget gym chain operating across New Zealand. Competes with HBCFCT on flexible individual gym memberships, with a similar price-conscious, no-contract positioning targeting the same consumer segments.
• YMCA New Zealand: Community-focused fitness and recreation organisation operating multi-purpose facilities (gym, aquatics, group fitness) across New Zealand. Closely comparable to HBCFCT's community trust model and member-driven offering, though YMCA operates at national scale.
• AUT Millennium Institute of Sport & Health: High-performance sport and fitness facility in Auckland co-founded by Sir Graeme Avery, HBCFCT's Founding Trustee. Operates a similar integrated model of gym, athlete performance, and community sport, making it the closest comparable in scale and operating philosophy.

Regional players

• Sport Canterbury: Regional sports trust serving Canterbury. Comparable to HBCFCT as a regional sport and recreation facilitator, though typically more focused on coordination and funding rather than direct facility ownership — a useful model benchmark for HBCFCT's potential strategic expansion.
• Sport Waikato: Regional sports trust in the Waikato region that supports community sport and active recreation. Operates a similar regional trust model to HBCFCT, though with a broader geographic mandate and no equivalent athlete performance centre or accommodation product.

Broad incumbents

• Sport New Zealand: Crown entity governing recreational and community sport across NZ. HBCFCT receives grant funding and operates programmes aligned with Sport NZ's community sport strategy, making it a regional delivery partner within the broader national sport ecosystem.
• Les Mills New Zealand: NZ-founded global fitness brand and group fitness programming provider. Operates Les Mills Christchurch and supplies group fitness content to gyms globally; relevant because HBCFCT similarly offers group fitness classes (HIIT, Functional Fitness, etc.) as part of its membership model.
• High Performance Sport New Zealand (HPSNZ): National body responsible for high-performance sport in NZ. HBCFCT's High-Performance Athlete Programme is endorsed by HPSNZ, positioning the trust as a regional delivery partner for HPSNZ-supported athletes — analogous to a regional franchisee of the national high-performance system.

Others

• Recreation Aotearoa: National industry association for the recreation and aquatic sector in NZ. Relevant contextual peer for HBCFCT as a hub supporting advocacy, training, and standards alignment across community recreation facilities including multi-sport trusts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/hawke-s-bay-community-fitness-centre-trust

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

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M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hawke's Bay Community Fitness Centre Trust