Hoop City

What Hoop City does

Hoop City is a privately held basketball training academy and facility operator headquartered in Cheltenham, Victoria, Australia, founded in 2020. The company operates five owned locations across Victoria (Cheltenham, Port Melbourne, Eltham, Carrum Downs, and Bendigo) and is co-owned by three-time NBL champion Chris Goulding. Hoop City U operates as the only NBL-accredited basketball development program in Australia, offering tiered curriculum pathways from Little Hoopers (ages 4-7) through Pro Ready (ages 17-24), targeting aspiring athletes with structured progression toward professional basketball.

The core product combines physical training facilities with technology-enabled training tools, including AI-powered shooting bays that use computer vision to measure shot success, arc, and release height (enabling 500+ shots in 30 minutes), Shoot-A-Way automated shooting machines, purpose-built dribbling bays with video-guided drills, and integration with the HomeCourt AI training app. Supporting products include strength and conditioning via Sumo Strength, Spalding equipment partnerships, and event programming such as the CourtSide Elite AAU-style tournament. The technology stack is supported by Hapana (booking platform) and EzyPay (payment processing).

The business model combines recurring subscription memberships (1-month at $70/week, 6-month at $55/week, 12-month at $45/week) with tiered program enrollments ($200-$500 per term), hourly court hire ($140/hour), usage-based shooting and dribbling bays, private and group coaching sessions, birthday party packages ($500-$700+), holiday camps, and franchise fees. Distribution occurs through owned facilities, a mobile app (iOS/Android), website booking, and a newly launched franchise model. Marketing leverages social media (Facebook, Instagram, YouTube, TikTok, LinkedIn), NBL partnership credibility, and event-based community engagement targeting youth athletes, families, schools, corporate groups, and recreational basketball enthusiasts.

Name

Hoop City

Legal name

Hoop City

Website

https://hoopcity.com.au

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Hoop City is a privately held Australian basketball training academy operating five facilities across Victoria, offering the only NBL-accredited development program with AI-powered shooting technology and tiered coaching pathways for athletes ages 4-24.

Ownership category

akta.pro rank

Product category

Basketball Training Services

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

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

akta.pro primary industry

Arenas & Indoor Sports Centers (MPAKAEAB)

akta.pro secondary industry

Athletics Facilities & Venue Management (EDALAIAL)

Keywords

• Basketball training
• Youth sports development
• Sports facility operations
• Athletic skill programs
• Court rental services

Headquarters

HQ city

Cheltenham

HQ country

Australia

HQ region

Oceania

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Weekly and term-based membership subscriptions providing access to facilities, training bays, and gym. Tiers include 1-month, 6-month, and 12-month commitments with tiered pricing.
2. Program Enrollments: Tiered development programs (Little Hoopers, FUNdamentals, Elevate, Excel, Pro Ready) charged per term or per week, targeting different age groups and skill levels from beginners to aspiring professionals.
3. Court Hire: Hourly rental of full courts, half courts, and 3x3 courts for individuals and groups. Also includes shooting bay and dribbling bay time-based bookings.
4. Private and Group Training Sessions: One-on-one coaching, small group training, and team training sessions delivered by expert coaches at various price points.
5. Birthday Parties and Events: Package-based birthday party experiences at multiple locations with different pricing structures. Includes corporate team building events.
6. Holiday Camps: School holiday basketball camps for kids of all ages with varying fees based on program and duration.
7. Franchise Fees: Franchise opportunities for entrepreneurs to open Hoop City locations, with inquiries managed through the franchise contact form.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels10 records

Core offering

Hoop City operates a multi-location basketball training academy and facility network across Victoria, Australia, delivering tiered athlete development programs (Little Hoopers through Pro Ready), technology-enabled coaching (AI shooting analysis, shooting machines, dribbling bays), and ancillary services including court hire, holiday camps, birthday parties, and corporate events. It is the only operator of an NBL-accredited basketball development program in Australia.

Product overview

Hoop City is a multi-location basketball training academy and facility network operating across Victoria, Australia. The core offering consists of the Hoop City U Development Program (the only NBL-accredited development program in Australia), supported by technology-enabled Basketball Training services featuring AI-powered shooting bays and dribbling bays. The company operates five locations (Bendigo, Carrum Downs, Cheltenham, Eltham, and Port Melbourne/CourtSide Melbourne) offering a comprehensive suite of services including holiday camps, court hire, birthday parties, corporate events, and team training programs. The business model combines subscription memberships with pay-per-use options, integrating technology platforms like HomeCourt (AI training app), Hapana (booking), and EzyPay (payments) to deliver an end-to-end basketball development experience.

Differentiator

Problem solved

Functional benefit

Brands

• Hoop City U: The only NBL-accredited basketball development program in Australia, offering tiered programs from Little Hoopers (ages 4-7) through Pro Ready (ages 17-24), including offensive/defensive skill development, basketball IQ, strength and conditioning, and pathway access to elite programs.

Products and services

• Hoop City U Development Program The only NBL-accredited basketball development program in Australia, offering tiered pathway programs from Little Hoopers (ages 4-7) through Pro Ready (ages 17-24). The program includes offensive and defensive skill development, basketball IQ, strength and conditioning, and pathways to NBL and international programs for aspiring athletes.
• Basketball Training World-class basketball training combining AI shooting technology, shooting machines, and dribbling bays with expert coaching. Offerings include Private Training, Small Group Training, Team Training, Ball Handling, and Shooting programs delivered by NBL-accredited coaches.
• Holiday Camps School holiday basketball camps led by NBL-accredited coaching staff for athletes of all skill levels, focusing on fundamentals, game understanding, teamwork, and confidence in a positive, high-energy environment.
• Court Hire Indoor basketball court hire services offering full courts, half courts, and 3x3 courts for individuals, teams, and groups. Includes 30-minute and 60-minute booking options.
• Birthday Parties Complete basketball birthday party experiences including on-court sessions with Hoop City coaches, use of shooting bays and dribbling bays, and party room access. Available at Cheltenham and Port Melbourne locations.
• Corporate Events & Team Building Tailored corporate sporting events and team-building programs including basketball activities, team challenges, and competitions facilitated by experienced Hoop City coaches.
• School Groups & Basketball Clubs Specialized sporting experiences for primary and secondary school groups and basketball clubs, focusing on teamwork, ball handling, shooting, and athletic ability development in a fun environment.
• CourtSide Elite Tournament 4-day AAU-style basketball tournament for 15U and 17U boys and girls, showcasing elite talent from Australia and New Zealand; a high-level, rep-standard event with limited spots.
• Hoop City Membership Subscription membership providing access to shooting bays, dribbling bays, gym facilities, priority access to events, and family discounts on merchandise, camps, and Hoop City U programs. Available in 1-month, 6-month, and 12-month terms.
• Dad Bod League Adult recreational basketball league running on Friday evenings at Port Melbourne, open to teams and solo sign-ups with uniforms and post-game refreshments provided.
• Port Melbourne Ladies Ball Ladies-only basketball sessions held on Fridays at Port Melbourne, welcoming both teams and solo players.
• Hoop City Mobile App Mobile application available on iOS and Android for managing bookings, receiving reminders, scheduling workouts, and accessing the HomeCourt app integration for basketball skill development.

Quantifiable outcome

• First athlete (Campbell Blogg) signed professional contract with Melbourne United NBL as a Development Player in early 2023 through the program
• +1 more outcomes

Named customers7 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

Integration3 records

AI capability4 records

Feature4 records

Partnerships

Eight partnerships are on record, tiered core, supporting and minor.

• NBL (National Basketball League)coreStrategic or Co-development PartnerOfficial NBL partnership making Hoop City U the only NBL-accredited development program in Australia. Partnership allows data transfer from combine testing to NBL clubs, providing pathway and exposure for athletes. NBL logos appear on Hoop City materials and programs.
• 6th Man BasketballcoreChannel Partner/ Reseller/ DistributorOfficial merchandise and apparel partner for Hoop City. Products available through 6thmanbasketball.com/collections/hoop-city with family discounts available for Hoop City members.
• SpaldingsupportingTechnology or IntegrationOfficial basketball equipment partner providing basketballs and equipment for training camps and programs.
• Shoot-A-Way (Gun)coreTechnology or IntegrationShooting machine partner providing automated shooting technology for advanced training sessions. Machines return basketballs automatically enabling high-volume repetition training.
• Sumo StrengthsupportingStrategic or Co-development PartnerStrength and conditioning partner supporting athlete development with equipment and programming integrated into training sessions.
• HomeCourtcoreTechnology or IntegrationAI-powered basketball training app integrated into Hoop City's skill development programs. Provides performance tracking, shot analysis, and workout programs as part of premium membership.
• Full ResolutionsupportingGTM or Marketing PartnerDigital content and video production partner creating content for Hoop City basketball programs and marketing materials.
• R&S SandwichesminorOthersCatering partner for birthday parties at Cheltenham location. Provides 10% discount on catering for Hoop City party bookings.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Driveline Basketball: Tech-enabled baseball-origin training organization that expanded into basketball with analytics-driven player development. Comparable as a data/tech-led basketball skills business targeting serious athletes.
• NEX Team / HomeCourt: AI-powered basketball training app integrated into Hoop City's programs. Comparable as a tech-led basketball skill-development platform; potential both as partner (today) and disruptor if it scales a direct-to-consumer training offering.

Direct peers

• F45 Training: Global franchise fitness brand with subscription memberships, multiple revenue streams (training, retail, events), and an Australian origin. Comparable business model archetype — owned-plus-franchise facilities, recurring memberships, premium positioning.
• Shoot 360: US-based basketball training facility franchise combining automated shooting machines, dribbling stations, and coaching. Closest functional peer globally — same tech-enabled training model and franchise expansion strategy.
• Pro Basketball Australia: Australian basketball coaching and player development provider running camps, clinics, and skills sessions. Direct competitor in the same Australian youth basketball development market.
• iHoops: Australian basketball training and development academy offering programs and camps across multiple age groups. Directly comparable as a competing basketball development provider in Australia targeting the same youth/parent customer base.

Broad incumbents

• Melbourne United (NBL): Professional NBL club that operates its own community development programs and elite pathways. Competes for the same youth development funnel in Victoria and shares brand assets with Hoop City through Chris Goulding's involvement.
• IMG Academy (Basketball): Multi-sport elite training academy with a basketball program that combines technology, coaching, and athlete pathways. Comparable as a premium, tech-enabled basketball development brand operating at significantly larger scale.
• Anytime Fitness: Large-scale franchise fitness network with subscription memberships and multiple Australian locations. Comparable as a multi-site franchise subscription fitness operator at materially larger scale.

Others

• Basketball Australia: National governing body for basketball in Australia. Comparable as the ecosystem participant whose participation trends and accreditation standards shape Hoop City's addressable market and competitive position.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCVTjRoPsY57Wd-Xr6zkM9rg
• Facebookfacebook.com/hoopcityau
• LinkedInlinkedin.com/company/hoopcityau
• Instagraminstagram.com/hoopcityau
• TikToktiktok.com/@hoopcityau

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Hoop City