insideEDGE Sport and Leisure Planning

What insideEDGE Sport and Leisure Planning does

insideEDGE Sport and Leisure Planning is an Australian private consultancy founded in 2009 and headquartered in Melbourne, Victoria, that delivers strategic planning, data analytics, and facility auditing services to local government, peak sporting bodies, education institutions and community organisations across Australia. The company operates two proprietary technology platforms: AssetPT (Asset Priority Tracker), a cloud-based SaaS product for tracking, scoring and prioritising community infrastructure assets by combining asset condition, club participation, SEIFA socio-economic and compliance data; and the Sports Facility Auditor (SFA), a mobile auditing tool for capturing and analysing sport and recreation facility data. Both platforms are supported by Microsoft Power BI for interactive dashboards and Esri ArcGIS for spatial and catchment analysis.

The company's revenue mix blends professional services (master planning, feasibility studies, infrastructure plans, participation analysis, facility development guidelines with typical 10–24 week timelines) with subscription software licensing for AssetPT (tiered Base/Plus/Pro/Premium packages starting from $8,000 AUD under multi-year contracts) and managed-service deployment of the SFA platform. Named customers span Victorian local councils (City of Monash, Brimbank, Cardinia, Hobsons Bay, City of Greater Geelong, Moorabool, Greater Bendigo) and national/state peak bodies including the AFL, Football Victoria, Netball Victoria, Netball NSW, Athletics Victoria, Little Athletics Victoria, Cricket Victoria, Victorian Rugby Union, and Bicycle Network, alongside the Government of South Australia and Deloitte.

The firm is independently owned by Directors Michael Bodman and Gavin Jordan, with a small delivery team including a Data Systems Consultant, Project Consultant and Business Manager. Distribution is entirely direct-to-client via consultative enterprise sales and a "Request a Demo" web flow for AssetPT, with no disclosed channel partners or external institutional investors. The technology stack combines bespoke domain data models with third-party Power BI and ArcGIS platforms, and productization has accelerated with the launch of tiered SaaS packages and public-facing dashboards, pointing to a deliberate transition from pure consulting toward a hybrid consulting-plus-recurring-software model.

Name

insideEDGE Sport and Leisure Planning

Legal name

Inside Edge Sport and Leisure Planning Pty Ltd

Website

https://ieslp.com.au

Company type

Private

Founded year

2009

Operating status

Operating

Short description

insideEDGE Sport and Leisure Planning is a Melbourne-based Australian consultancy founded in 2009 that delivers strategic planning, data analytics, and proprietary SaaS platforms (AssetPT, Sports Facility Auditor) to local councils and peak sporting bodies for community sport infrastructure decision-making.

Ownership category

akta.pro rank

Product category

Sport and Recreation Infrastructure Consulting

akta.pro primary industry

Sports Business Consulting & Advisory (Strategy, Valuation, Due Diligence) (MPAKAKAL)

Keywords

• Sport facility planning
• Recreation consulting
• Asset management software
• Facility auditing services
• Participation data analytics

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Strategic Consulting Services: Professional consulting services for sport, leisure, and recreation planning including master planning, feasibility studies, infrastructure plans, facility development guidelines, and participation analysis. Typically 10-24 week project timelines.
2. AssetPT Software Subscriptions: Cloud-based SaaS platform sold in tiered packages (Base, Plus, Pro, Premium) starting from $8,000 AUD with annual or multi-year subscription models. Revenue generated through software licensing and support services.
3. Sports Facility Auditor Platform: Mobile auditing platform licensed to sporting bodies and local governments for facility data collection, analysis, and reporting. Custom-built checklists and reports tailored to sport-specific requirements.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

insideEDGE Sport and Leisure Planning is a boutique Australian consultancy delivering strategic planning, data analytics, and evidence-based solutions for the sport, government, community and education sectors. The firm sells proprietary SaaS platforms (AssetPT for community infrastructure asset prioritisation and Sports Facility Auditor for mobile facility auditing) alongside strategic consulting services covering master planning, feasibility studies, participation analysis, and facility development guidelines. Projects are typically 10-24 weeks, with software subscriptions starting from A$8,000.

Product overview

insideEDGE Sport and Leisure Planning offers a portfolio of products and services for the sport, government, community and education sectors. The core product portfolio consists of AssetPT (Asset Priority Tracker) — a cloud-based asset prioritisation and management platform — and the Sports Facility Auditor (SFA) — a mobile auditing tool for sports facilities. These are complemented by Data Analytics Services using Microsoft Power BI and Consulting Services covering strategic planning, master planning, feasibility studies, and facility development guidelines. The company has been operating for 16 years with over 500 projects completed for more than 100 clients.

Differentiator

Problem solved

Functional benefit

Brands

• AssetPT: Asset Priority Tracker - a platform that helps organisations track, score, and prioritise their community infrastructure. It provides scored, ranked, evidence-based data for infrastructure decision-making.
• Sports Facility Auditor (SFA)

Products and services

• AssetPT (Asset Priority Tracker) A cloud-based software platform that helps councils and sporting organisations track, score, and prioritise their community infrastructure assets. It combines asset condition scores, club participation numbers, SEIFA socio-economic data, and project data into a single dashboard view, enabling evidence-based infrastructure investment decisions. Sold on multi-year subscription contracts with tiered packaging.
• Sports Facility Auditor (SFA) A mobile technology platform for capturing and analysing sport and recreation facility data. It enables facility condition audits, compliance tracking, and capital renewal prioritisation via smartphone and tablet, with integrated ArcGIS mapping and Power BI data visualisation. Used by local councils and state sporting bodies.
• Strategic Consulting Services Strategic planning consulting covering infrastructure plans, sport and active recreation planning, master planning, feasibility studies, facility development guidelines, and participation analysis for government, sport, education, and community clients. Typically 10-24 week project engagements delivered by the company's directors and project consultants.
• Data Analytics Services Analytics and visualisation services powered by Microsoft Power BI, including participation analysis dashboards, sports asset prioritisation modelling, facility provision modelling, and capacity and utilisation metrics for the sport and recreation industry. ArcGIS is used for spatial analysis and catchment mapping where required.

Quantifiable outcome

• Projects typically take 10-24 weeks from inception to final reporting
• +2 more outcomes

Named customers18 records

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core.

• Bicycle NetworkcoreStrategic or Co-development PartnerBicycle Network uses AssetPT dashboards created by insideEDGE for the Super Count Analysis Dashboards. This publicly accessible data analysis dashboard suite enables analysis and trend information for commuter and recreational cyclist counts conducted annually, examining data from national level down to individual locations.
• Microsoft (Power BI)coreTechnology or IntegrationinsideEDGE uses Microsoft Power BI to provide access to analysis dashboards via an online portal. Power BI is used to visualize collected data and turn complex information into clear, actionable insights through interactive dashboards for sports facility auditing and asset management.
• Esri (ArcGIS)coreTechnology or IntegrationinsideEDGE utilizes ArcGIS for advanced spatial analysis and powerful mapping solutions within the Sports Facility Auditor platform. ArcGIS is used for locating assets, mapping catchment areas, and spatial visualization of facility data.
• Australian AthleticscoreStrategic or Co-development PartnerAustralian Athletics is partnering with insideEDGE alongside Athletics Victoria and Little Athletics Victoria to develop the Victorian Athletics Facility and Club Sustainability Strategy. This is the first comprehensive statewide strategy for athletics in Victoria.
• Australian Football League (AFL)coreStrategic or Co-development PartnerAFL engaged insideEDGE to develop the Preferred Community Facility Guidelines, updated in 2012, 2019, and 2024. insideEDGE also developed the St Joseph's College Echuca Partnership Opportunity Plan for Victoria's first project under the AFL's Breaking New Ground program.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• ClubRight: Australian sports club management software platform used by community clubs and associations, adjacent to AssetPT and SFA in serving grassroots sport organisations.
• Brightly Software (formerly Dude Solutions): Asset management and facility operations SaaS provider serving local governments and asset-heavy organizations, a potential horizontal competitor to AssetPT for community infrastructure prioritization.
• ActiveXchange: Sports participation data analytics platform serving Australian state sporting associations and local councils, overlapping with insideEDGE's participation analysis dashboards and AssetPT-style evidence-based planning workflows.

Direct peers

• JensenPLUS: Australian sport and leisure planning consultancy offering strategic planning, facility audits and feasibility studies to councils and sporting bodies, directly mirroring insideEDGE's core consulting offering.
• Otium Planning Group: Australian sport, recreation and leisure planning consultancy that competes with insideEDGE for local government and state sporting body planning engagements, with a comparable boutique professional services model and client base.
• Tredwell Management Services: Australian sport and recreation management consultancy providing planning, operations and asset advisory services to local government and community sport, serving similar buyers to insideEDGE.

Broad incumbents

• Mott MacDonald: Global engineering and infrastructure consultancy with a sport and leisure advisory practice, competing for large-scale master planning and feasibility work for which insideEDGE's smaller team is less suited.
• Deloitte (Sport Business Advisory): Global professional services firm with sport business advisory engagements (including insideEDGE's own past work with Deloitte per source), competing for high-end sport strategy and infrastructure consulting mandates.
• Populous: Global architecture firm specializing in sports venue design and master planning, serving many of the same governing body and council clients as insideEDGE on community-level sport facility planning projects.
• KPMG (Sport Practice): Global professional services firm with a dedicated sport advisory practice that provides strategy, infrastructure and participation consulting to governing bodies, competing with insideEDGE at the larger end of the market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/ieslp

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 insideEDGE Sport and Leisure Planning