Swimming NSW

What Swimming NSW does

Swimming NSW is the state sporting organization governing competitive swimming in New South Wales and the Australian Capital Territory, operating under the national umbrella of Swimming Australia as a non-profit entity. It administers a network of 306 affiliated clubs across 12 regional areas, serving a membership base of 28,000-30,000 individuals as of the 2025-26 membership year. Members include competitive swimmers from beginner to international caliber, recreational swimmers, technical officials, coaches, swim teachers, and supporters, with tiered annual membership fees ranging from a free 60-day Come & Try entry to a $105.25 Full Swimmer subscription that unlocks state and national meet eligibility.

The organization's core technology is Swim Central, a whole-of-sport administration platform launched in mid-2019 to replace the legacy ClubLANE and MyLANE systems, handling membership registration, meet entries through integrations with SwimMate and AnotherPB, results management, and NSW Records. Specialized systems include the Multi-Class Point Score (MCPS), which measures para-athlete performance against world-record benchmarks, and Swim Confident, an evidence-based e-learning program for body image and mental health developed with NSW Health support. The high-performance layer comprises five Performance Centres co-located with the Australian Institute of Sport (Canberra), Sydney Olympic Park Aquatic Centre, University of Newcastle, Sutherland Leisure Centre, and University of Sydney, each delivering training squads (Open, Futures, Para Futures, Open Water Futures, Speedo Sharks).

Revenue is generated through a hybrid model combining recurring membership subscriptions, transaction-based event entry fees (with a 4% system fee), club and area committee fees, retail sales at the SNSW Swim Shop located inside SOPAC, and sponsorship partnerships led by Speedo (apparel), with secondary partners including Veriu (accommodation) and Dooleys (dining). The organization's 2022-2032 Strategic Plan 'Many Dreams One Passion' targets returning NSW to the #1 position nationally for both Performance and Participation, supported by infrastructure investments including $10,000 in annual Regional Participation Scholarships and outreach initiatives such as the 2022 LOTE Agency partnership targeting culturally and linguistically diverse communities.

Name

Swimming NSW

Legal name

Swimming NSW

Website

https://nsw.swimming.org.au

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Swimming NSW is the state sporting organization governing competitive swimming across New South Wales and the ACT under Swimming Australia, administering 306 affiliated clubs, 28,000-30,000 members, five Performance Centres, and the Swim Central administration platform.

Ownership category

akta.pro rank

Product category

State Swimming Federation Services

NAICS

Fitness and Recreational Sports Centers (713940), Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), All Other Amusement and Recreation Industries (71399), Spectator Sports (71121)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Membership Organizations (8600), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Aquatics Programs (Pools, Swim Lessons, Lifeguarding) (EDALAIAF)

akta.pro secondary industries

Aquatic Centers & Swimming Facilities (MPAKAEAF), Open Water Swimming Events (OWS Races, Swim Challenges) (MPAKAIAF)

Keywords

• Swimming federation services
• Swim club membership
• Competitive pathway programs
• Aquatic sports development
• Swim meet administration

Headquarters

HQ city

Sydney Olympic Park

HQ country

Australia

HQ region

Oceania

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Fees: Annual membership fees for swimmers, coaches, officials, and supporters. Core membership costs (state and national) are set by SNSW with additional club fees. Active Kids vouchers ($50-$100) can offset membership costs for eligible school-enrolled children.
2. Event Entry Fees: Revenue from entry fees for championship meets, development meets, and multi-class competitions across NSW.
3. Club and Area Fees: Additional fees collected through clubs and 12 regional area committees for governance and competition administration.
4. SNSW Swim Shop: Retail operations located inside Sydney Olympic Park Aquatic Centre, offering swimming equipment and merchandise.
5. Sponsorships: Partnership with sponsors including Speedo (apparel), Veriu (accommodation), Dooleys (dining), providing both revenue and member benefits.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Swimming NSW governs competitive and recreational swimming in New South Wales and the ACT, delivering tiered individual memberships, a multi-tier competitive pathway of clinics and squads, five high-performance Performance Centres, championship and open water events, inclusion programs for swimmers with disability and CALD communities, and Swim Central — a digital membership and meet administration platform — for more than 28,000 members across 300+ clubs.

Product overview

Swimming NSW operates as a state governing body for swimming in New South Wales, offering a multi-tiered product portfolio centered around Swim Central, a sport administration platform for membership and meet management. The product ecosystem includes five Performance Centres providing high-performance training environments, three clinic programs (Development Clinics, Junior Excellence Clinics, and Performance Centre Clinics) supporting athlete development pathways from beginners to elite competitors, and specialized programs such as Swim League for team-based competitions, Swim Confident for mental health support, Take Your Marks for junior recruitment, and Multi-Class Swimming for athletes with disability. The organization also maintains a comprehensive competition infrastructure including championship events, qualifying time standards, NSW Records systems, and regional participation scholarships. Membership is structured across Come & Try, Club Swimmer, Full Swimmer, and Club Supporter tiers serving over 28,000 members across 300+ clubs.

Differentiator

Problem solved

Functional benefit

Brands

• Swim Central: The whole of sport administration system, replacing ClubLANE and MyLANE in mid-2019, used by committee members and club members for registration and event management.
• Swim Confident
• Multi Class Swimming
• Swim League
• Take Your Marks
• Leader Board Series

Products and services

• Membership Programs Tiered annual memberships for individual swimmers, coaches, officials and supporters: Come & Try (free, 60 days), Club Swimmer (AUD $87.15), Full Swimmer (AUD $105.25) and Club Supporter (AUD $37.96). Provides insurance coverage, access to inter-club/state/national meets, progress tracking via Swim Central, eligibility for Junior Excellence and Performance Pathway programs, and a role profile for club committee members.
• Swim Central Whole-of-sport digital administration platform that handles membership registration and renewals, event entries, results tracking, meet management and club transfers for SNSW members, clubs and committees. Serves as the integrated member portal replacing prior ClubLANE and MyLANE systems.
• Development Clinics (incl. Ready, Set, Race) Free introductory clinic series for developing swimmers aged 9–18 years building race skills, confidence and technique. Includes the Ready, Set, Race skill-development program, with two metropolitan and two regional Area clinics annually; venue entry fees may apply.
• Junior Excellence (JX) Clinics Talent-development clinic program for junior swimmers aged 9–13 years who meet Australian Junior Excellence qualifying standards. Pricing is AUD $75 + GST for 2026/27, with 3–4 clinics per year across metro and regional locations.
• Performance Centre Clinics High-performance clinic program for athletes targeting national and international success, delivered at SNSW Performance Centres. Minimum competitive standard is National-level qualifier; pricing is AUD $99 + GST for 2026/27.
• Performance Centres Five high-performance training environments delivering elite daily coaching to swimmers targeting national and international competition: ACT Performance Centre at AIS Canberra, SOPAC Performance Centre at Sydney Olympic Park, NUsport Performance Centre at the Forum (University of Newcastle), Southern Performance Centre at Sutherland Leisure Centre, and Sydney University Swimming Performance Centre. Partnerships with NSWIS, AIS, ACTAS, University of Newcastle, Sutherland Shire Council and University of Sydney.
• SNSW State Squads State-level squad support program covering five streams: Open Squad, Futures Squad, Para Futures Squad, Open Water Futures Squad, and Speedo Sharks Squad. Provides identified NSW athletes with additional training support and pathways toward national representation.
• Swim League Team-based gala-style competition where teams of swimmers race head-to-head in matches under 60 minutes, with no qualifying times required. Designed for clubs, swim schools and schools; participants need not be members; one-off low-cost registration fee per Gala Day.
• Take Your Marks Junior 'come-and-try' participation program introducing 5–12 year olds to competitive swimming through free club-hosted event experiences, designed as a pipeline into club membership.
• Australian Junior Excellence Program (JX) National recognition and rewards program for junior swimmers aged 9–13 years who achieve Gold, Silver, Bronze or Blue standards set by Swimming Australia, operated locally by SNSW through its clubs and JX Clinics.
• Open Water Swimming Leader Board Summer swim series in partnership with Sydney's iconic open water events, allowing members to accumulate points across multiple events throughout the season to rank on the Open Water Leader Board.
• Regional Participation Scholarships AUD $500 grants for regionally-based swimmers, coaches and technical officials to cover travel, accommodation, event entry and meal costs when attending SNSW state events at Sydney Olympic Park Aquatic Centre. AUD $10,000 total funding allocated for 2026/27.
• Multi-Class Swimming Program Competition program for swimmers with disability using the Multi-Class Point Score (MCPS) classification-and-points system where 1000 points equal a world record performance for each classification, plus dedicated Multi-Class meets across the SNSW calendar.
• Swim Confident Evidence-based e-learning and in-club body image and mental health program for swimmers, coaches, parents and volunteers. Includes a free 30-minute introductory module and two bonus modules covering disordered eating prevention and positive club culture.
• Championship Events Annual championship meet calendar including NSW Speedo Senior State Age Championships, NSW Metropolitan Short Course Championships, NSW Country Championships and State Open Championships, with paid online entry via Swim Central/AnotherPB and live results publishing.
• SNSW Swim Shop Physical retail outlet located inside Sydney Olympic Park Aquatic Centre (and online at snswshop.com.au) selling swimming equipment, apparel and merchandise, with a 10% member discount.
• Championship Qualifying Times Standardised qualifying time benchmarks that must be achieved to enter SNSW State Age, Metropolitan, Country and Open Championships, published annually for the 2026/27 season.

Quantifiable outcome

• Over 30,000 members across 300+ clubs
• +3 more outcomes

Named customers4 records

Segments7 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

14 partnerships are on record, tiered minor, core, regional and flagship.

• The LOTE AgencyminorGTM or Marketing Partner · 1 January 2022Multicultural outreach and communications partnership encouraging CALD community members to join swim clubs. Develops marketing materials in Arabic, Chinese Simplified, and Chinese Traditional with engagement through community leaders and CALD media outlets.
• Marsh SportcoreOthers · 1 January 2007Insurance provider for Swimming NSW Clubs and members since 2007 through Swimming Australia National Insurance Program. Provides enhanced service and coverage through Marsh Sport expertise in sporting industry.
• NSW Institute of Sport (NSWIS)coreStrategic or Co-development PartnerThree-way partnership with Swimming Australia and NSWIS for Performance Centres. NSWIS provides scholarship holders, high-performance support staff, and infrastructure access across SOPAC Performance Centre, ACT Performance Centre, NUsport Performance Centre, Southern Performance Centre, and Sydney Uni Performance Centre.
• Australian Institute of Sport (AIS)coreStrategic or Co-development PartnerACT Performance Centre and Swimming Australia Technology Hub co-located at AIS in Canberra. Creates world-class high-performance training environment for NSWIS scholarship holders and emerging NSW/ACT swimmers while remaining embedded in national pathway toward Brisbane 2032.
• ACT Academy of Sport (ACTAS)coreStrategic or Co-development PartnerParallel Memorandum of Understanding supporting ACT Performance Centre operations alongside NSWIS, Swimming NSW, Swimming Australia, and AIS.
• University of NewcastleregionalStrategic or Co-development PartnerPartnership between NSWIS, SNSW and University of Newcastle for NUsport Performance Centre at The Forum, Newcastle. Provides regional swimmers pathway to representative swimming without leaving the region.
• Sutherland Shire CouncilregionalStrategic or Co-development PartnerPartnership with Sutherland Shire Council and NSWIS for Southern Performance Centre at Sutherland Leisure Centre, nurturing and elevating talented athletes from across NSW.
• University of SydneyregionalStrategic or Co-development PartnerSydney University Swimming Performance Centre provides elite daily training environment for student-athletes with integrated academic support through University's Elite Athlete Program and Faculty of Medicine & Health collaboration.
• Speedo AustraliaflagshipGTM or Marketing PartnerMajor sponsor with exclusive apparel partnership. Provides member discounts and branding association with SNSW Performance Pathway programs.
• VeriuminorGTM or Marketing PartnerAccommodation sponsor providing exclusive hotel discounts for Swimming NSW members at their properties.
• DooleysminorGTM or Marketing PartnerDining partner providing exclusive offers for Swimming NSW members at Dooleys Lidcombe club.
• Sydney Olympic Park Aquatic Centre (SOPAC)coreOthersPrimary venue partner for state championships and home of SNSW Swim Shop. Major competition venue for metropolitan and state-level events.
• Body Confident CollectiveminorStrategic or Co-development PartnerHealth promotion charity (now disbanded) that developed Swim Confident program content for body image education. Dr Georgie Buckley led research showing 60% of athletes have body image concerns.
• NSW HealthminorGTM or Marketing PartnerMental Health Sports Fund supporter of Swim Confident program delivery, enabling evidence-based educational programming for body image improvement.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Swimming Queensland: State sporting organization for swimming in Queensland, offering directly comparable membership, event, and performance pathway services to Swimming NSW, with a similar club network model.
• Swimming Victoria: State sporting organization for swimming in Victoria under Swimming Australia. Operates the same club affiliation model, membership tiers, championship events, and Performance Centre structure as Swimming NSW.

Broad incumbents

• Swimming Australia: National federation governing swimming in Australia and Swimming NSW's parent organization. Operates national programs, insurance schemes, and elite pathways that directly overlap with and constrain Swimming NSW's offerings.
• Australian Institute of Sport (AIS): National high-performance sport agency that co-locates the ACT Performance Centre. Provides scholarship holders, coaching staff, and infrastructure for elite swimming development, making it both a partner and partial operator in Swimming NSW's elite pathway.
• Australian Sports Commission: Federal government agency that funds national sporting organizations including Swimming Australia. Indirectly shapes Swimming NSW's strategic priorities, funding access, and inclusion program support through national-level policy.
• NSW Institute of Sport (NSWIS): State high-performance agency that co-funds Performance Centres with Swimming NSW. Provides scholarship holders, coaches, and support staff, operating in adjacent rather than overlapping capacity within the same elite swimmer pipeline.

Emerging players

• Surf Life Saving Australia: National organization for surf lifesaving that competes for youth aquatic participation in NSW. Operates nippers programs, open water events, and community engagement that overlap with Swimming NSW's recreational and open water swimming offerings.
• Royal Life Saving Society Australia: National water safety organization that competes with Swimming NSW's learn-to-swim and water safety messaging. Operates community education programs and swim programs targeting overlapping demographics in NSW.

Regional players

• NSW Department of Sport and Recreation: NSW state government sport department that provides office space and is a stakeholder for Swimming NSW. Plays a funding and policy role within NSW, with regional oversight of grassroots sports participation across the state.

Others

• Sydney Olympic Park Aquatic Centre (SOPAC): Primary venue partner for Swimming NSW state championships and home of the SNSW Swim Shop. Operates aquatic facilities that Swimming NSW members rely on for training and competition, with significant operational overlap.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/swimmingnsw
• LinkedInlinkedin.com/company/swimming-nsw

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 Swimming NSW