Lords

What Lords does

Lords Recreation Centre is a community recreation centre owned and operated by the City of Subiaco local government in Western Australia, Australia. The facility spans more than 9,500 square metres at 5 Wembley Court, Subiaco, and operates as a one-stop fitness, aquatic, and indoor sports complex serving Subiaco and the greater Perth metropolitan area. Core offerings include an 870sqm gym with mezzanine cardio area, a 25-metre indoor heated swimming pool maintained at approximately 31 degrees Celsius, a 616sqm group fitness studio plus a dedicated cycle studio, and 3,700sqm of sprung timber sports courts, two Plexicushion tennis courts, and four glass-backed squash courts. The centre also houses a licensed caf\u00e9, a 150sqm cr\u00e8che (the only gym cr\u00e8che in Subiaco), and a member portal for online class bookings and account management.

The business model is a hybrid of recurring membership subscriptions and usage-based revenue. Members pay monthly subscriptions for all-access tiers covering gym, pool, group fitness, sauna, and cr\u00e8che, with dedicated teen memberships for ages 13\u201317. Non-members can access the facility via casual pay-per-use pool, gym, and court bookings, and the venue is rented out for sports competitions, birthday parties ($500 Mini / $750 Mega packages), school holiday programs, special events, and community group hire. The commercial footprint is anchored by a curated "Friends of Lords" tenant network of more than 13 partner providers (including Waterwise Swim School, Pro Football Training, WA Performance School, Jungle Sports, Redhage Basketball, Subiaco Kings Squash Club, and Acqua Physiotherapy) that deliver learn-to-swim, football, dance, multi-sports, basketball, squash, and aquatic physiotherapy programs on-site. Content is anchored by a licensed Les Mills group fitness library (BODYPUMP, RPM, BODYBALANCE, BODYCOMBAT, LES MILLS CORE) with APRA and PPCA music licensing, supported by 60 SMARTBAR sets, 60 SMARTSTEP sets, and 35 BODYBIKE SMART+ indoor cycling bikes. Revenue, headcount-level financials, and current membership totals are not publicly disclosed, but the facility has historically recorded 500,000+ annual patron visits and 3,000+ members with 440+ sporting teams hosted per week under City of Subiaco management.

Name

Lords

Legal name

Lords Recreation Centre

Website

https://lords.com.au

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

11–50 employees

Short description

Lords Recreation Centre is a City of Subiaco-owned community recreation centre in Western Australia spanning over 9,500 square metres, offering gym, 25m heated pool, group fitness, indoor sports courts, cr\u00e8che, and caf\u00e9 to Subiaco and greater Perth residents through memberships and casual access.

Ownership category

akta.pro rank

Product category

Community Recreation Services

NAICS

Arts, Entertainment, and Recreation (71), Amusement Parks and Arcades (7131)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Parks, Recreation & Cultural Services (BPAIACAI)

akta.pro secondary industry

Family Entertainment Centers & Indoor Amusement (Arcades, Trampoline Parks, Indoor Play) (THAAAAAD)

Keywords

• Community recreation centre
• Fitness facility memberships
• Group fitness classes
• Indoor swimming pool
• Sports court hire

Headquarters

HQ city

Subiaco

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Recurring membership fees providing access to gym, pool, group fitness, and sports facilities. Includes direct debit payment options with various membership tiers.
2. Casual Facility Access: Pay-per-use access for court bookings, pool sessions, and casual gym access for non-members
3. Birthday Party Packages: Two tiered party packages: Mini Party at $500 for up to 15 children, Mega Party at $750 for up to 30 children
4. School Holiday Programs: Day programs for children aged 6-15 years with optional late pickup extension
5. Café Sales: Licensed café operating 7 days a week serving beverages and food items including takeaway coffee cups
6. Venue and Space Hire: Rental of sports courts, meeting rooms, and event spaces to external hirers and community groups

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Lords Recreation Centre is a community recreation facility providing gym access, group fitness classes, a heated indoor swimming pool, multi-sport courts, a crèche, a licensed café, birthday party packages, and school holiday programs on a unified membership and pay-per-use basis. Services are delivered from a single 9,500+ square metre venue in Subiaco, Western Australia, owned and operated by the City of Subiaco local government.

Product overview

Lords Recreation Centre is a community recreation facility operated by the City of Subiaco offering a comprehensive fitness and sports complex. The facility spans over 9,500 square metres and operates on a unified platform model where all services are integrated under one membership. Core offerings include the Gym (870sqm with mezzanine), Group Fitness (80+ classes weekly in main studio, cycle studio with BodyBike SMART+ bikes, and heated pool), Swimming Pool (25m indoor heated), and Sports Courts (3700sqm sprung timber courts plus tennis and squash). Additional services include Café, Crèche (only one in Subiaco), Birthday Parties, School Holiday Programs, Teen Fitness Program, Personal Training, and Sports Competition leagues. The Member Portal provides online booking and account management. The facility hosts partner programs including Waterwise Swim School and various sports clubs.

Differentiator

Problem solved

Functional benefit

Products and services

• Gym
• Group Fitness Over 80 Les Mills and freestyle group fitness classes weekly including BODYPUMP, RPM, BODYBALANCE, BODYCOMBAT, and LES MILLS CORE, delivered in the 616sqm main studio, dedicated cycle studio, and pool.
• Swimming Pool 25-metre indoor heated swimming pool maintained at approximately 31 degrees Celsius year-round, offering slow, medium, and fast lanes, squad swimming, aqua classes, and learn-to-swim lessons.
• Sports Courts 3,700sqm of sprung timber sports courts, two Plexicushion indoor tennis courts, four glass-backed squash courts, and multi-use courts for basketball, futsal, netball, volleyball, and pickleball, available for casual hire and competition.
• Crèche 150sqm on-site childcare service allowing parents to use gym facilities while children are supervised, described as the only gym crèche in Subiaco.
• Café Licensed café open seven days a week serving coffee, beverages, and light meals to members and visitors.
• Birthday Parties
• School Holiday Program Day activity program for children aged 6-15 years running 8:30am-3:00pm with court games, swimming, and optional late pickup extension to 5:00pm, facilitated by qualified program leaders.
• Sports Competition Organised social sports leagues including basketball, netball, futsal, and volleyball with fixtures, results, and ladder tracking managed through the Gamz Connect platform.
• Memberships Recurring access memberships including full access (gym, pool, group fitness, sauna, crèche), teen memberships for ages 13-17, and membership suspension options, with free body scan, appraisal, and personalised program included.
• HYROX Training Club Specialised training club preparing members for HYROX fitness races through targeted workout programs delivered within the gym.
• Personal Training and Fitness Appraisals Fitness appraisals, personal training sessions, and personalised workout programs delivered by the qualified gym team staff.
• Pickleball at Lords
• Member Portal

Quantifiable outcome

• 500,000+ annual patrons and 3,000+ members within first 24 months of operation
• +1 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

13 partnerships are on record, tiered core and minor.

• Les MillscoreTechnology or IntegrationLes Mills group fitness program provider supplying licensed class programming including BODYPUMP, RPM, BODYBALANCE, BODYCOMBAT, and LES MILLS CORE. Lords offers over 100 Les Mills and freestyle classes weekly in their main studio and dedicated cycle studio.
• Waterwise Swim SchoolcoreChannel Partner/ Reseller/ DistributorLearn-to-swim school offering drowning prevention programs with focus on water safety for children. Operates from Lords indoor heated pool.
• Peak TrampolinecoreChannel Partner/ Reseller/ DistributorTrampoline training program providing positive, healthy sporting experience for all ages and abilities. Operates from Lords sports facilities.
• Pro Football TrainingcoreChannel Partner/ Reseller/ DistributorFootball training program engaging over 1,500 children per week across Perth and South West WA. Provides holiday clinics, player development programs, and Soccer Super Heroes early childhood program.
• WA Performance SchoolcoreChannel Partner/ Reseller/ DistributorPerth's premier performing arts academy offering dance, music, theatre, and exercise tuition for all ages. Established over 25 years.
• Jungle SportscoreChannel Partner/ Reseller/ DistributorChildren's multi-sports program established in 2003, catering for children from 18 months to 6 years. Helps develop coordination, social skills, and confidence.
• Subiaco Kings Squash ClubcoreChannel Partner/ Reseller/ DistributorPerth's premiere squash club welcoming players of all ages, genders and ability levels. Members enjoy 20% discount on court hire.
• Redhage BasketballcoreChannel Partner/ Reseller/ DistributorBasketball training program designed by Perth Wildcats legend and Olympian Shawn Redhage. Provides pathways from primary school to elite professional level.
• Perth'ect Volleyball AcademyminorChannel Partner/ Reseller/ DistributorSocial sport association providing volleyball events, tournaments, training sessions, holiday camps, and competitive games for all skill levels.
• Superfins (Telethon Superfins)coreChannel Partner/ Reseller/ DistributorNot-for-profit swim school for school-age children with disabilities. Offers one-on-one and group lessons, pre-squad groups, and teenage fitness programs.
• Acqua PhysiotherapyminorChannel Partner/ Reseller/ DistributorAquatic physiotherapy pool classes for seniors established in 1992. Conducted by Physiotherapist Serena Pearce with health fund rebates applicable.
• Lito Alvarez Tennis CoachingminorChannel Partner/ Reseller/ DistributorFormer ATP professional player and Davis Cup captain providing private and group tennis coaching for all ages and abilities.
• Health Science HubminorChannel Partner/ Reseller/ DistributorHealth science education programs helping students pursue careers in nursing, lab work, and healthcare with hands-on experience.

Scale indicators5 records

Recent moves12 records

Expansion highlights5 records

Others

• Les Mills International: Global group-fitness programming licensor supplying BODYPUMP, RPM, BODYBALANCE, and other classes. Lords' primary content partner; relevant peer for understanding class/program economics across the fitness centre category.
• HYROX World Series: Global indoor fitness racing series with rapidly growing participation and affiliated training clubs (including Lords' HYROX Training Club). Relevant demand-side signal and emerging competitive context for specialty training offerings.

Broad incumbents

• Anytime Fitness Australia: Large 24/7 budget fitness franchise with extensive Perth metro presence. Competes on convenience and price rather than breadth of amenities like Lords.
• Goodlife Health Clubs: Australia-wide mid-market gym chain with multiple Perth locations. Competes for the same general-public/fitness-enthusiast segment as Lords, though without courts, pools, or creche.
• Fitness First Australia: National multi-site premium fitness club chain offering gym, group fitness, and personal training across Australia including Perth. Overlaps with Lords' membership and group fitness proposition but does not offer pools, sports courts, or childcare.
• Jetts Fitness: Low-cost 24/7 gym operator with strong WA footprint. Relevant low-price benchmark for Lords' general-public membership tier.

Direct peers

• Craigie Leisure Centre: City of Joondalup-operated aquatic and recreation centre in Perth's northern suburbs with gym, pools, sports halls, and creche — a near-twin community recreation facility to Lords in scope and scale.
• Belmont Oasis Leisure Centre: Large municipal aquatic and recreation centre in the Perth metro area offering gym, group fitness, indoor pool, sports courts, and creche. Directly comparable community-recreation model and operating footprint to Lords.
• Cockburn ARC (Atwell Aquatic and Recreation Centre): Local-government operated aquatic and recreation facility in southern Perth metro. Comparable single-site multi-discipline community recreation offering including gym, pools, courts, and group fitness.
• BlueFit (operator of municipal rec centres): Australian operator managing local-government aquatic and recreation centres on behalf of councils. Comparable community-recreation operating model with gym, pools, group fitness, and children's services.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/lordsrecreationcentre
• Instagraminstagram.com/lordsrecreationcentre
• LinkedInlinkedin.com/company/lords

Compliance2 records

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 Lords