The Olympic Pools and Fitness Centre

What The Olympic Pools and Fitness Centre does

The Olympic Pools and Fitness Centre is a privately held, independently owned aquatic and fitness centre located at 77 Broadway, Newmarket, Auckland, founded in 1940 as New Zealand's first 50-metre swimming pool. The single 80+ year-old facility was enclosed and modernised in 1994 and now operates a 50m heated indoor pool (open year-round at 28°C with 6 lanes), a fully equipped gym floor with free weights, cardio, and functional training zones, daily group fitness classes (yoga, Pilates, HIIT, spin, dance, aqua aerobics, circuit), a Finnish cedar dry sauna, an eucalyptus steam room, and a 39.5°C hydrotherapy spa pool. The company has 23 employees and serves a 3,000+ member community of individual consumers in the Auckland region.

Revenue is generated through three channels: recurring membership subscriptions across Bronze ($27.50/week, flexible), Silver ($21/week, 6-month), and Gold ($17/week, 12-month) tiers, with Gold promoted as the flagship bundle; one-time casual entry ($6 child, $11 adult, $22 family pass) and concession cards; and ancillary services including personal training, the on-site Aqua Cafe, and the swim shop. Go-to-market is direct-to-consumer with a digital-first acquisition flow via online.theolympic.co.nz, supplemented by event-driven promotions (Festival Weekend, Dance and Dip, World Cup Challenge, Be Great in May), a member referral program, and a ClassPass marketplace listing. The facility hosts an in-house ecosystem of partner tenants — Hilton Brown Swimming (learn-to-swim), United Swim Club (competitive swimming), Swim Squads (non-competitive squads), and Refine Health Physio (rehabilitation) — which collectively deepen the one-roof value proposition for swimmers, families, athletes, seniors, and wellness-oriented members. The operating model is small-scale and single-site, with all revenue tied to a single physical location in Newmarket.

Name

The Olympic Pools and Fitness Centre

Legal name

The Olympic Pools and Fitness Centre

Website

https://theolympic.co.nz

Company type

Private

Founded year

1940

Operating status

Operating

Headcount range

11–50 employees

Short description

The Olympic Pools and Fitness Centre is an independently owned aquatic and fitness centre in Newmarket, Auckland, operating a 50m heated indoor pool, gym, group fitness studios, sauna, steam room, and spa pool under subscription memberships, casual entry, and ancillary services for individual consumers and families.

Ownership category

akta.pro rank

Headquarters

HQ city

Newmarket, Auckland

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, Technology or R&D

Revenue model

1. Membership Subscriptions: Recurring weekly membership fees across three tiers (Bronze, Silver, Gold) with varying term lengths. Gold is flagship at $17/week for 12-month commitment with first month free and $100 joining credit. Provides predictable recurring revenue with membership auto-renewal.
2. Casual/Day Pass Entry: Pay-per-visit entry for non-members at $6 (child 5-14), $11 (adult), with Family Pass at $22. Also offers 10-swim concession cards and midweek specials ($7 pool/sauna/steam). One-time transaction revenue.
3. Ancillary Services: Additional revenue from Aqua Cafe food and beverage, swim shop (Aqualine goggles, caps, kickboards), personal training sessions, and fitness consultations.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

The Olympic Pools and Fitness Centre operates a single-location fitness and aquatic centre in Newmarket, Auckland, selling weekly memberships (Bronze, Silver, Gold tiers), casual pay-per-entry passes, personal training, and on-site swim retail. Its core offering is bundled access to a 50m heated indoor swimming pool, a fully equipped gym, daily group fitness classes, and a thermal recovery circuit (sauna, steam room, spa pool) under one roof for individual consumers.

Product overview

The Olympic Pools and Fitness Centre offers a unified multi-facility fitness and aquatic centre in Newmarket, Auckland. The core portfolio centres on a 50m heated indoor swimming pool (one of Auckland's few 50m pools, open since 1940) and a fully equipped gym floor, supplemented by daily group fitness classes (yoga, HIIT, spin, Pilates, aqua aerobics, dance), a dry Finnish sauna, an eucalyptus steam room, and a hydrotherapy spa pool. Membership tiers (Gold, Silver, Bronze) bundle full facility access with add-on services including the Kickstart fitness assessment programme and personal training. On-site partners provide swim lessons (Hilton Brown Swimming), competitive squads (United Swim Club, Swim Squads NZ), and physiotherapy (Refine Health Physio), while a swim shop and Aqua Cafe complete the offering. Casual entry and trial passes (10 days for $10) serve non-members. The facility positions itself as a one-roof alternative to separate gym and pool memberships.

Differentiator

Problem solved

Functional benefit

Products and services

• 50m Heated Indoor Pool Newmarket's only 50-metre heated indoor swimming pool, open year-round at 28°C, with six lanes suitable for lap swimming, squad training, learn-to-swim programmes and open swim sessions.
• Fitness Centre / Gym Fully equipped gym floor with free weights, resistance machines, cardio equipment and functional training zones, available to members and casual entry visitors.
• Group Fitness Classes Daily schedule of instructor-led group exercise classes covering yoga, Pilates, HIIT, spin, dance, aqua aerobics and circuit training, available to all members as part of full facility access.
• Sauna, Steam Room and Spa Pool (Thermal Wellness Circuit) Three-component thermal recovery circuit comprising a Finnish dry sauna, an eucalyptus steam room and a hydrotherapy spa pool, included with all memberships and casual entry.
• Personal Training One-on-one and small group personal training sessions delivered by on-site certified personal trainers, including initial fitness assessment, personalised workout programmes and goal tracking, sold at additional cost.
• $10 for 10 Days Trial Pass 10 consecutive days of full facility access (pool, gym, classes, sauna, steam, spa) for $10 with no lock-in, designed to convert new prospects to a paid membership.
• Gold Membership (12-Month) Flagship 12-month all-access weekly subscription at $17/week (best-value tier) covering 50m pool, gym, all group fitness, sauna, steam room and spa pool; no joining fee, first month free, Free Friend Fridays and student/senior discounts available.
• Silver Membership (6-Month) 6-month minimum-term weekly subscription at $21/week with $20 joining fee, providing full facility access including 50m pool, spa, sauna, all group fitness classes and a free training programme.
• Bronze Membership (Flexible) Flexible no-fixed-term weekly subscription at $27.50/week with $20 joining fee and 2 weeks notice to cancel, providing full facility access.
• Casual and Daily Entry Passes Pay-per-visit entry for non-members at $6 child / $11 adult / $22 family pass, with midweek midday specials and 10-swim concession cards sold online and at reception.
• Swim Shop On-site retail shop at reception stocking Aqualine goggles, swim caps, kickboards and accessories, with a 10% Gold member discount.
• Aqua Cafe On-site cafe within the facility serving fresh food, coffee, smoothies and snacks to members and visitors, with a 10% member discount on festival weekends.
• Kickstart Program Complimentary fitness assessment and personalised training programme for new members covering health check, goal setting, exercise introduction and follow-up session, free with Gold and Silver memberships.
• Online Membership Portal Self-service web portal at online.theolympic.co.nz enabling online membership signup, account management, login and renewals via a 5-step process.
• Learn-to-Swim Lessons (Hilton Brown Swimming, hosted at facility) Learn-to-swim programmes provided by Hilton Brown Swimming operating out of The Olympic facility, available across all ages and skill levels.

Quantifiable outcome

• 3,000+ members in community
• +2 more outcomes

Named customers3 records

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• Hilton Brown SwimmingcoreStrategic or Co-development PartnerAuckland's premier learn-to-swim school operating within The Olympic facility. Provides swimming education services to members and community, contributing to facility utilization and family segment appeal.
• United Swim ClubcoreStrategic or Co-development PartnerOne of NZ's premier competitive swimming clubs based at The Olympic. Provides competitive swimming pathways and drives regular pool usage by dedicated swimmers.
• Swim SquadscoreStrategic or Co-development PartnerNon-competitive swim squads for all ability levels operating at The Olympic. Offers structured swimming programs beyond formal club competition.
• Refine Health PhysiominorStrategic or Co-development PartnerOn-site physiotherapy and rehabilitation service at The Olympic. Provides injury recovery and sports physiotherapy services to members.
• ClassPassminorGTM or Marketing PartnerFitness and wellness marketplace partnership. The Olympic is listed on ClassPass allowing platform users to discover and book sessions at the facility. Maintains 4.8/5 rating with 7,500+ reviews on platform.
• Aqua CafeminorOthersCafé operating within The Olympic facility offering fresh food, coffee, smoothies, and snacks. Provides refueling option for members before/after sessions. Members get 10% off during special events.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Others

• Habit Health: New Zealand's largest physiotherapy and rehabilitation provider. Comparable as an allied health tenant/ecosystem peer — Refine Health Physio at The Olympic operates in the same clinical category and serves overlapping customer segments.

Direct peers

• Tepid Baths (Auckland Council): Auckland Council-operated historic indoor aquatic facility offering pool, sauna, and fitness services. Comparable to The Olympic as a heritage Auckland pool complex targeting urban swimmers and recreators.
• Club Physical: New Zealand-based fitness chain with multiple locations offering gym, group fitness, and wellness amenities. Comparable as a multi-site Kiwi fitness operator competing for the same membership demographic.
• AUT Millennium: Auckland-based high-performance aquatic, fitness, and sports centre operating a 50m pool alongside gym and group fitness — directly comparable to The Olympic's combined pool/gym model in the same metropolitan market.
• City Fitness (NZ): New Zealand fitness chain operating multiple facilities across the country with gym, group fitness, and pool-adjacent amenities. Comparable as a multi-site direct competitor for membership dollars in the same geography.
• Jetts Fitness (NZ): 24/7 low-cost gym chain operating across New Zealand and Australia. Comparable as a competing fitness membership model, though differentiated by no-frills, no-pool positioning — relevant for assessing competitive switch risks.
• Parnell Baths (Auckland Council): Historic Auckland saltwater pool and leisure facility serving the same metropolitan catchment. Comparable as a community aquatic-focused recreation centre in the Auckland market.

Broad incumbents

• Les Mills New Zealand: New Zealand-founded global fitness brand (Les Mills group fitness programmes) and gym operator. Comparable as a NZ-headquartered fitness brand with broad group fitness and gym operations, though it operates at a much larger scale.
• Fitness First NZ: Global fitness chain with a New Zealand presence offering premium gym and group fitness memberships. Comparable as a premium incumbent competing for the same Auckland member base.

Emerging players

• Hilton Brown Swimming: Auckland's premier learn-to-swim school operating within The Olympic facility. Comparable as a swim-education specialist; acts as both an embedded partner of the subject and a potential standalone swim-school competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/the-olympic-pools-fitness-centre

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 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 The Olympic Pools and Fitness Centre