For many Australians, the end of financial year is about spreadsheets, receipts and tax returns. Across Belgravia Leisure communities, it also became an opportunity to swap a little screen time for more movement.
In just 14 days, the 2026 End of Financial Year campaign welcomed 4,856 new and returning members to participating Belgravia Leisure venues, including a campaign record of 822 sales on the final day.
The campaign encouraged people to prioritise their health and happiness through an offer of 28 days free and no joining fee on selected memberships.
However, it was the creativity, energy and community knowledge of local venue teams that helped turn a national offer into a message that connected locally.
Teams across the network created social media content featuring familiar faces, humour and their own take on the campaign. The campaign was also supported by colourful venue activations, shopping centre pop-ups, digital advertising and entry displays that helped build awareness and spark conversations in the community.
By making the campaign feel personal and approachable, venues encouraged community members to take an important first step towards building a more active routine.
A small step for a huge impact
The latest Australian Institute of Health and Welfare physical activity data shows that 37 per cent of Australian adults aged 18 to 64 were not meeting the physical activity guidelines in 2022.
Recent AIHW modelling also found that Australia’s current activity levels could prevent 28,700 deaths and reduce health spending by $9.8 billion over 20 years, compared with a population undertaking no physical activity.
National Guest Experience Manager, Growth and Operations Matt Bennett said the campaign’s success reflected the collective effort of teams across the organisation and the trust communities place in their local venues.
“The campaign was a huge success, but the impact goes well beyond the numbers. Each new member represents someone taking a positive step towards becoming more active, building healthier routines and connecting with their local community.
“Our venues are more than places to exercise. They are community hubs that support physical activity, social connection and at many locations, a broader range of health and wellbeing services.
Matt added that venue participation was fantastic, with social media buzzing as teams created reels, images and stories tailored to their communities.
“It was great to see strong engagement right across the network, with WaterMarc recording 349 sales and Mill Park Leisure achieving 342. We also saw impressive results from newer campaign participants, including Summit Aquatic and Leisure Centre with 315 sales and East Fremantle Community Park with 117.
“These results demonstrate the value of combining national support with local knowledge and community connections. I’m incredibly proud of the way our teams made the campaign feel welcoming, relevant and accessible to all,” Matt concluded.
By combining the scale of a national campaign with the local knowledge and creativity of venue teams, Belgravia Leisure has helped thousands of people prioritise their health and wellbeing and demonstrated the value community leisure venues can deliver alongside councils and partners.
Ready to take the next step towards better health, wellbeing and social connection? Find a Belgravia Leisure venue near you.
