Retail Reimagined

A collaborative, community-focused retail model is delivering real results, with sales up 75% across participating centres and profits reinvested back into local impact.

Our retail project has delivered outstanding early success, with sales increasing by an impressive 75% across participating centres. This growth reflects a collaborative approach, strong engagement with centre teams, and a commitment to delivering retail ranges that genuinely meet the needs of each local community.

Since the project began, we have introduced a range of new and refreshed products designed to better align with customer demand, seasonal trends and centre usage patterns. By working closely with each site, we have taken the time to understand the unique customer mix at every location — from learn-to-swim families and regular lap swimmers to recreational visitors and program participants. This insight has allowed us to tailor product selections to what customers are actually looking for, improving both customer experience and sales performance.

Importantly, profits generated through the retail program are reinvested back into our organisation, supporting programs and initiatives that benefit the communities we serve. This ensures the retail offering not only enhances the customer experience but also contributes to broader community outcomes. 

A key strength of the project is reducing administrative burden for centres. Our team manages supplier relationships and contracts, streamlining procurement processes and ensuring product consistency, compliance and value for money. This allows centre teams to focus on delivering excellent services while having confidence that retail operations are being professionally managed.

Equally important is our commitment to ensuring every centre receives the attention and support it needs. Through regular communication, site visits and collaborative planning, we work closely with teams to understand their priorities, respond to challenges and identify new opportunities for growth. 

The project has also encouraged innovation, with centres contributing new ideas around product offerings, merchandising and customer engagement. By working together and sharing learnings across sites, we are building a retail model that is adaptable, sustainable and focused on continuous improvement. 

These early results highlight what can be achieved through strong partnerships, data-informed decision making and a shared commitment to enhancing customer experience. We look forward to continuing to grow and evolve the retail offering alongside our centres, ensuring it remains a valuable service for both visitors and the broader community.