What YMCA Victoria does

YMCA Victoria, legally The Young Men's Christian Association of Victoria Inc. (ABN 81 174 456 784), is a not-for-profit community services organization founded in 1853 and headquartered in Box Hill, Melbourne. The organization operates as part of the wider YMCA movement, one of the world's oldest youth-focused movements, delivering programs across more than 150 locations daily with over 5,000 staff and volunteers. Core program streams are Action Sports (skate parks and lessons engaging 250,000+ people annually), Camps (seven campsites across Victoria serving 82,000+ participants), Children's Programs (early learning, before and after school care, school holiday programs with 759,515 participations), Recreation (aquatic, gym, and stadium facilities managed in partnership with local government), and Youth Services (leadership programs, Y Spaces, social impact initiatives). Key sub-brands include Kingswim (learn-to-swim operated by subsidiary YMCA Aquatic Education Ltd), YMCA Open Doors (subsidised access program for people experiencing disadvantage), Legacy Club (bequest donor program), and the Bridge Project (rehabilitation support for young offenders).

The revenue model is diversified across government facility management contracts, program and service fees, donations and philanthropy, school partnership contracts for OSHC and curriculum programs, and corporate sponsorships. YMCA Victoria manages 80 leisure facilities (pools, gyms, stadiums) on behalf of 20+ local government authorities, representing approximately $1.5 billion in community assets under management. Combined entities generated $187 million AUD turnover in 2022-23. The organization serves 13+ million facility visits annually, delivers 1.1+ million swimming lessons to more than 26,000 children weekly, and operates multi-entity structures across 10 disclosed legal entities covering accommodation services, aquatic education, camping, community programming, and learning communities.

Customer segments span children and families (primary), young people and youth (primary), adults and seniors, people experiencing disadvantage, schools and education providers (primary B2B segment), and local government councils (primary B2B segment for facility management). Notable long-tenure council partnerships include Boroondara City Council (30+ years), City of Melbourne (25+ years), Active Merri-bek (since 2012), Baw Baw Shire Council (since 2016), and the State Government of South Australia (SA Aquatic & Leisure Centre since 2011). Distribution spans regional government partnerships, school channels, direct-to-consumer enrollment at facility locations, and online self-service channels.

Name

YMCA Victoria

Legal name

The Young Mens Christian Association of Victoria Inc.

Website

https://victoria.ymca.org.au

Company type

Private

Founded year

1853

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

YMCA Victoria is a Victorian not-for-profit community services organization managing 80 leisure facilities on behalf of local councils and delivering recreation, swimming, early learning, camping, and youth programs to over 13 million visitors annually across 150+ locations.

Ownership category

akta.pro rank

Product category

Community Recreation and Youth Services

NAICS

Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (61162), RV (Recreational Vehicle) Parks and Recreational Camps (7212), Civic and Social Organizations (813410)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Social Services (8300), Services-Child Day Care Services (8351), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Arts, Sports & Recreation-Based Youth Development Nonprofits (BPAGADAJ)

akta.pro secondary industries

Parks, Recreation & Cultural Services (BPAIACAI), Youth Multi-Sport Camps (General Athletics, Summer Camps) (MPAKAJAA), Group Camping & Scout Camps (THAGAOAI), Multi-Activity Enrichment Camps (Academic + Arts + Sports) (EDAMALAA)

Keywords

• Community recreation services
• Leisure facility management
• Youth development programs
• Aquatic and swim education
• Before and after school care

Headquarters

HQ city

Box Hill

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Government Contracts and Facility Management: YMCA Victoria manages recreation facilities on behalf of local government councils, generating revenue through these management contracts. They work with over 20 local government authorities to manage 80 facilities.
2. Donations and Philanthropy: YMCA Victoria is a registered charity that relies on donations to continue providing programs and services. Donations support the YMCA Open Doors program which subsidizes access for people experiencing disadvantage.
3. Program and Service Fees: Fees charged for programs including swimming lessons, children's programs, recreation facilities, and camping services. Swimming lesson prices are set by local councils to reflect community needs.
4. School Partnerships: Partnerships with schools to deliver outside school hours care, school holiday programs, swimming lessons, incursions and camps, generating revenue through these service contracts.
5. Sponsorships: Corporate sponsorships for events and programs including event sponsorship, financial sponsorship, and in-kind sponsorships from businesses supporting YMCA programs and services.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

YMCA Victoria is a not-for-profit community services organization that manages aquatic, recreation, and stadium facilities on behalf of local government councils, and delivers children's programs, camps, youth services, and action sports across more than 150 locations in Victoria and South Australia. Its core programs include early learning and outside school hours care, learn-to-swim (including the Kingswim sub-brand), adventure camping, skate park programming, and youth leadership development. The organization also runs the YMCA Open Doors subsidy program and the Legacy Club bequest program, funded through donations, government grants, corporate sponsorships, and program fees.

Product overview

YMCA Victoria is a not-for-profit community services organisation offering a portfolio of recreational, educational and youth development programs delivered across 150+ locations. The core offerings include Action Sports (skate parks and BMX), Camps (seven campsites across Victoria), Children's Programs (early learning, OSHC, holiday programs), Recreation (aquatic centres, gyms, stadiums), and Youth Services (leadership programs, Y Spaces). Key sub-brands include Kingswim swimming lessons, YMCA Open Doors (subsidised access program), Legacy Club (bequest donors), and annual awards including Victorian Father of the Year and Victorian Mother of the Year. The organisation manages 80 leisure facilities on behalf of local government partners and serves over 5,000 staff and volunteers.

Differentiator

Problem solved

Functional benefit

Brands

• Kingswim: Learn to swim programs operated by YMCA Aquatic Education Ltd
• YMCA Open Doors
• YMCA Bridge Project
• Youth Parliament
• Legacy Club

Products and services

• Action Sports

Quantifiable outcome

• 13+ million visits annually to facilities
• +5 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Baw Baw Shire CouncilcoreChannel Partner/ Reseller/ Distributor · 1 January 2016Managing Warragul Leisure Centre, Bellbird Park Indoor Centre and Baw Baw Outdoor Pools since 2016 with 406,000 customers annually.
• State Government of South AustraliacoreChannel Partner/ Reseller/ Distributor · 1 January 2011Partnership in operation of SA Aquatic & Leisure Centre since 2011, creating local and world class impact including major events, swimming lessons and fitness programs.
• Boroondara City CouncilcoreChannel Partner/ Reseller/ DistributorLeisure management partnership managing Ashburton Pool and Recreation Centre, Boroondara Sports Complex, Hawthorn Aquatic and Leisure Centre and Kew Recreation Centre for over 30 years with over 2.5 million visits annually.
• City of MelbournecoreChannel Partner/ Reseller/ DistributorManaging Carlton Baths, North Melbourne Community Centre, North Melbourne Recreation Centre, Riverslide Skatepark and Royal Park Golf Course for over 25 years with over 700,000 visitors annually.
• Active Merri-bek (City of Merri-bek)coreChannel Partner/ Reseller/ DistributorManaging all Active Merri-bek facilities since 2012 with over 950,000 visitors annually at Brunswick Baths, Coburg Leisure Centre, Coburg Olympic Swimming Pool, Fawkner Leisure Centre, Oak Park Sports and Aquatic Centre and Pascoe Vale Outdoor Pool.
• Australian GovernmentcoreOthersGovernment grants for programs and services including Department of Education Community Child Care Fund Program, Department of Health, Department of Social Services.
• Victorian GovernmentcoreOthersVictorian Government grants supporting YMCA programs and services.
• Gathered HereminorGTM or Marketing PartnerPartnered with Australia's top-rated online Will provider to help supporters access affordable online Will writing services for legacy giving.
• Various Community FoundationsminorOthersGrants from Bass Coast Community Foundation, Tomorrow Today Foundation and other community organisations supporting local programs.

Scale indicators18 records

Recent moves4 records

Expansion highlights5 records

Regional players

• Life Saving Victoria: Life Saving Victoria is a Victorian not-for-profit focused on water safety and swimming education, overlapping with Y Victoria's swim school mission. It is a thematic peer in water safety rather than a direct facility operator.

Broad incumbents

• Goodlife Health Clubs: Goodlife is one of Australia's largest commercial fitness centre chains, operating gyms and health clubs nationwide. It competes for adult fitness participation but is a commercial operator without Y Victoria's community mandate.
• Jetts Fitness: Jetts is a large Australian 24/7 gym chain operating across the country. It competes for the adult fitness segment that overlaps with Y Victoria's recreation facilities but lacks the youth, camp, and childcare dimensions.

Others

• Gandel Group / YMCA Victoria Geelong partnership operators: YMCA Geelong and YMCA Whittlesea operate in partnership with Y Victoria's Learning Communities entity for early learning and community hubs, representing adjacent ecosystem participants in the Victorian community services landscape.

Direct peers

• BlueFit: BlueFit is an Australian leisure facility management company operating aquatic and recreation centres on behalf of local government. It is a direct competitor for council outsourcing contracts in the same category as Y Victoria.
• YMCA NSW: YMCA NSW is a sister state YMCA providing recreation, children's services, and youth programs in New South Wales. While operating in a different geography, it shares Y Victoria's not-for-profit mission, operating model, and service portfolio.
• Aligned Leisure: Aligned Leisure is an Australian facility management company that operates aquatic, recreation, and sports facilities for local government. It competes head-to-head with Y Victoria in Victoria and other states for council leisure management contracts.
• Belgravia Group (Belgravia Leisure): Belgravia Leisure is one of Australia's largest private leisure facility management companies, managing pools, gyms, and recreation centres on behalf of local councils. It directly competes with Y Victoria for council contracts across Victoria and other states.
• PCYC Queensland (Police Citizens Youth Club): PCYC is an Australian youth-focused not-for-profit delivering recreation, sport, and youth development programs through a network of clubs. It is comparable to Y Victoria as a youth-development nonprofit with recreation and camp-style programming.
• YMCA Australia (national body): YMCA Australia is the national federation that includes Y Victoria as a member. While the state YMCAs operate independently, it provides a coordination and advocacy layer relevant to Y Victoria's positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ymcavictoria
• LinkedInlinkedin.com/company/ymcavictoria
• Instagraminstagram.com/ymcavictoria

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries9 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 YMCA Victoria