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Ardent Leisure Group Limited

Company report, featuring a PESTLE, Porters Five Forces, 5C, MOST, CATWOE and SWOT analysis

HomeSWOT AnalysisConsumerArdent Leisure Group Limited


Our coverage of the world’s largest 10,000 companies includes this comprehensive study on Ardent Leisure Group Limited. To ensure the content is as up to date as possible, it is generated and updated on an expedited timeline.

Premium members have full access to the Ardent Leisure Group Limited study, which includes the SWOT analysis, PESTLE, 5C analysis, CATWOE, Porters Five Forces, MOST analysis, and a myriad of additional high value sections.

We identify potential new products and services, forecast upcoming market trends, and evaluate potential synergies between Ardent Leisure Group Limited and other companies. All of this is separate from the data-driven sections.

Company Description

Ardent Leisure Group Limited is a leisure, entertainment, and hospitality company headquartered in Sydney, Australia. Founded in 1997, the company is known for its main product and service offerings, which include bowling centers, theme parks, mini golf, laser tag, cafe and restaurant venues, and health and fitness centers. Ardent Leisure operates in Australia, New Zealand, and the United States, and its products and services are tailored to meet the needs of each market.

Industry Overview

Ardent Leisure Group Limited operates in the leisure, entertainment and hospitality industry, which is estimated to be worth $1.2 trillion in the US alone. It employs approximately 8.4 million people in the US and other countries around the world. These employees are typically based in countries such as the US, Canada, the UK, Australia and New Zealand. The industry is expected to grow steadily in the coming years, providing Ardent Leisure Group Limited with a promising future.

Industry Classification

In terms of formal classification, Platform Executive has tagged Ardent Leisure Group Limited as a business operating within the Consumer industry.

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Intellectual Property

Some of the Patents granted to, or relevant to the organisation include the following:

Patent Title: Method and apparatus for amusement
Patent ID: US10504814
Date: 2019-10-01

Patent Title: Amusement device
Patent ID: US10504813
Date: 2019-10-01

Patent Title: Method and apparatus for amusement
Patent ID: US10504812
Date: 2019-10-01

Patent Title: Amusement device
Patent ID: US10504811
Date: 2019-10-01

Patent Title: Amusement device
Patent ID: US10504810
Date: 2019-10-01

Patent Title: Apparatus and method for amusement
Patent ID: US10504809
Date: 2019-10-01

Patent Title: Amusement device
Patent ID: US10504808
Date: 2019-10-01

Patent Title: Amusement device
Patent ID: US10504807
Date: 2019-10-01

Patent Title: Amusement device
Patent ID: US10504806
Date: 2019-10-01

Patent Title: Amusement device
Patent ID: US10504805
Date: 2019-10-01

Major Products & Services

The main products and/or services commercialised by this business include the following:

  • Theme parks (Dreamworld, WhiteWater World, SkyPoint Observation Deck)
  • Bowling and entertainment venues (AMF Bowling, Kingpin Bowling, Strike Bowling)
  • Marinas (Marinas at The Spit and Abell Point, Marina Mirage)
  • Health and fitness clubs (Goodlife Health Clubs)
  • Hospitality and leisure businesses (Harbour Kitchen & Bar, Skydive the Beach, Putt Putt Golf)
  • Golf courses (Mantra Legends Golf, Palmer Gold Coast, Hope Island Gold Club)
  • Cinemas (Event Cinemas, BCC Cinemas)
  • Live entertainment venues (The Star Gold Coast, The Star Sydney)

Key Competitors

We have identified the following organisations as being key competitors:

  • Village Roadshow Limited
  • SkyCity Entertainment Group Limited
  • Star Entertainment Group Limited
  • Amalgamated Holdings Limited
  • Crown Resorts Limited
  • The Event Hospitality and Entertainment Limited
  • ACE Cinemas
  • Event Cinemas
  • Hoyts Group
  • Dendy Cinemas
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Key Stakeholders

Stakeholders are individuals or groups who have an interest in a business and/or are affected by its actions.

These stakeholders can have different requirements and expectations from the business, which must be taken into account when making decisions.

By understanding their stakeholders’ requirements, a business can make informed decisions that benefit all involved.

Below is the list of internal and external stakeholders we have identified for this business:

1. Customers: Guests of theme parks, bowling centers, and other entertainment venues.

2. Shareholders: Individuals and companies who own shares of Ardent Leisure Group Limited.

3. Employees: Those who work in the company’s many leisure venues.

4. Partners: Companies or individuals with whom Ardent Leisure has formed strategic relationships.

5. Suppliers: Companies providing goods and services to Ardent Leisure Group Limited.

6. Government: Local, state, and federal government agencies that regulate and oversee the leisure industry.

7. Community: Local communities and charities that benefit from Ardent Leisure's presence.

Value Proposition

A value proposition explains the unique value and/or benefits that an organisation provides to its customers, partners, stakeholders and the overall market. It outlines what makes a company like Ardent Leisure Group Limited different from its competitors, along with what it can offer that key competitors cannot.

A corporate value proposition can be used with the competitive advantages section of this report in order to better understand Ardent Leisure Group Limited and its position within the marketplace.

The Ardent Leisure Group Limited value proposition is to provide a range of leisure services that are tailored to the individual needs of its customers. The company offers a variety of services, including access to facilities and services, as well as personal assistance.

Competitive Advantages

Competitive advantages are unique attributes, strategies, resources, or capabilities that allow an organisation to outperform its competitors and achieve superior market position and profitability.

Competitive advantages for the business include the following:

Diversified Portfolio: Ardent Leisure Group has a diversified portfolio that includes leisure, entertainment, and hospitality businesses. This helps the company to spread its risk and capitalise on multiple growth opportunities.

Experienced Management Team: Ardent Leisure Group has an experienced management team that has a proven track record of success in the leisure and hospitality industries. This team is well-positioned to capitalise on opportunities and drive continued growth for the company.

Strong Financial Position: Ardent Leisure Group has a strong financial position with a debt to equity ratio of 0.3x and a current ratio of 2.5x. This position allows the company to fund future growth and investment opportunities.

High Margin Businesses: Ardent Leisure Group has businesses that enjoy high margins, allowing the company to generate strong returns on its investments.

Unique Brand and Loyal Clientele: Ardent Leisure Group has developed a unique brand identity that resonates with its customers. This has enabled the company to build a loyal customer base that drives repeat business and referrals.

Customers & Cohorts

As part of this competitive intelligence study, we have identified the main customers of the organisation.

These include the following cohorts:

  • Corporate customers
  • Recreational customers
  • Families
  • Tourists
  • Groups
  • Schools
  • Special Needs Customers
  • Local Communities

Market Trends

Market trends can impact an organisation by influencing consumer behavior, altering supply and demand dynamics, and affecting the organisation's ability to remain competitive in the market.

As part of this study, we have identified a number of potential short-term to medium-term trends that could impact the organisation. These include the following:

Key Market Trends
Consumer Spending: Consumer spending is expected to remain strong in the coming years. This could be beneficial for Ardent Leisure Group Limited as it could lead to increased demand for its products and services.

Online Shopping: Online shopping is gaining in popularity and more and more consumers are opting to shop online. This could have an impact on Ardent Leisure Group Limited as it could reduce demand for its physical stores.

Competition: Competition in the leisure and entertainment industry is expected to increase in the coming years. This could put pressure on Ardent Leisure Group Limited to remain competitive and offer attractive pricing and products.

Technological Advancements: Advances in technology are expected to continue, and this could have an impact on Ardent Leisure Group Limited. It could lead to the introduction of new products and services, as well as the need to invest in new technology to remain competitive.

Key Performance Indicators

Key Performance Indicators

Below is a list of KPI's that we have identified as being strategically relevant to this organisation:

Financials (BETA)

The key financials for Ardent Leisure Group Limited include income statements, which can be found in their annual reports. These financial statements provide information on the organisation's financial performance and health, including revenue, expenses, and profits. This information, along with other indicators are used by investors, analysts and other stakeholders to evaluate the company's performance and future prospects.

Where a financial does not match, we have included those of the parent company (if a listed entity). If the financials are missing please contact us and we will prioritise the update.

Key Financials

Key Personnel

Income Statement

[eod_financials target="ALG.AU" id="10329343" preset="Income Statement" years="2018-2023"]


Top-level corporate stats and financial highlights for the listed entity, include:

Share Performance

Below is the current (EOD) share performance for the company, or its listed parent:

Potential Products/Services

As part of this study we have attempted to prognosticate potential products and/or services this organisation could develop in the short to medium-term.

Virtual reality experiences. Ardent Leisure Group Limited could create virtual reality experiences for its amusement parks and other entertainment venues. This could include virtual roller coaster rides, virtual animal encounters, and other unique experiences.

Online ticketing and reservations. Ardent Leisure Group Limited could create an online ticketing and reservation system that would allow customers to purchase tickets, manage their bookings, and even save money on packages and special offers. This would make it easier for customers to plan their visits.

Loyalty programs. Ardent Leisure Group Limited could create loyalty programs that reward customers for repeated visits and purchases. This could include discounts, exclusive offers, and other rewards to keep customers coming back.

Merchandise. Ardent Leisure Group Limited could create merchandise such as t-shirts, mugs, and other memorabilia that customers can purchase to show their support for the company.

Educational experiences. Ardent Leisure Group Limited could create educational experiences for visitors, such as tours and interactive exhibits that teach about the environment, sustainability, and other important topics. This could help to foster a sense of appreciation and understanding in visitors.

Potential Synergies

Using our product and portfolio-matching algorithm, we have determined that the following organisations have potential synergies with the company:

1. Village Roadshow Limited
2. Dreamworld Corporation Limited
3. The Star Entertainment Group Limited
4. Luna Park Sydney Pty Ltd
5. SkyBus Australia Pty Ltd
6. Sea World Parks and Entertainment Pty Ltd
7. WhiteWater World Pty Ltd
8. Amusement Parks Australia Pty Ltd
9. The Royal Botanic Gardens and Domain Trust
10. Merlin Entertainments Plc

Porter's Five Forces

Created by Harvard Business School Professor Michael Porter in 1979, Porter's Five Forces model is designed to help analyse the particular attractiveness of an industry; evaluate investment options; and better assess the competitive environment.

The five forces are as follows:

  • Competitive rivalry
  • Supplier power
  • Buyer power
  • Threat of substitution
  • Threat of new entries
The Porters 5 forces for Ardent Leisure Group Limited are:

1. Threat of new entrants: LOW. Ardent Leisure Group Limited has a strong market position and brand recognition, which makes it difficult for new entrants to compete.

2. Bargaining power of suppliers: LOW. Ardent Leisure Group Limited has a strong relationship with its suppliers and is not HIGHLY dependent on any one of them.

3. Bargaining power of buyers: MEDIUM. Ardent Leisure Group Limited has a large customer base, but buyers have some negotiating power due to the presence of alternative suppliers.

4. Threat of substitute products: MEDIUM. Ardent Leisure Group Limited faces some competition from substitute products, but its products are differentiated enough to limit the threat.

5. Intensity of competitive rivalry: MEDIUM. Ardent Leisure Group Limited competes with a number of other companies in its industry, but its strong market position gives it a competitive advantage.

PESTLE Analysis

This PESTLE analysis is a strategic planning tool that assesses key external factors affecting the organisation, including the following:

  • Political
  • Economic
  • Social
  • Technological
  • Legal
  • Environmental

Each of these factors is analysed to determine their impact on the organisations strategy, objectives, and operations.

By utilising a PESTLE analysis, the organisation can make better decisions and develop strategies to address potential risks and opportunities.

PESTLE Analysis

CATWOE Analysis


The CATWOE analysis is used to investigate each stakeholders perspectives in order to enable the business to make informed decisions.

The CATWOE analysis is a problem-solving tool consisting of six elements:

  • Customers
  • Actors
  • Transformation process
  • World view
  • Owners
  • Environmental constraints

We view the CATWOE as being most useful when used in conjunction with other problem-solving tools such as a SWOT analysis.

Customers: Ardent Leisure Group Limited (Ardent Leisure) customers include individuals and families who visit their entertainment facilities and attractions such as theme parks, bowling alleys, cinemas, and golf courses.

Actors: Actors in Ardent Leisure's operations include the company's management, employees, and contractors.

Transformation process: Ardent Leisure's transformation process involves providing customers with high quality entertainment experiences through their leisure and entertainment facilities and attractions.

World view: Ardent Leisure's world view is that providing customers with high quality leisure and entertainment experiences is essential for the company's success.

Owners: Ardent Leisure Group Limited is a publicly-traded company on the Australian Stock Exchange, and is owned by a variety of shareholders.

Environmental constraints: Environmental constraints affecting Ardent Leisure's operations include government regulations, changing customer demands, and economic conditions.

SWOT Analysis

This SWOT analysis is a strategic planning tool used to assess the strengths, weaknesses, opportunities and threats of the Ardent Leisure Group Limited business.

When creating this SWOT the team at Platform Executive have taken into consideration the corporate strategy; brand; key financials; the competitive landscape; along with the products and/or services offered.

To offer increased context for future innovation and product development we also consider the historical context for the business and industry; and perceived direction of travel.

Upon researching the company, we have uncovered a number of strategic and operational strengths, weaknesses, opportunities and threats.

SWOT Analysis


Below is a list of the strengths we have identified for the business:

1. Strong portfolio of leading leisure and entertainment brands

2. Diversified geographic footprint

3. Experienced and passionate management team

4. Robust financial position


Below is a list of opportunities we have identified for the business:

1. Strengthen existing portfolio of leisure offerings: Ardent Leisure Group Limited should focus on strengthening its existing portfolio of leisure offerings across its various business units, including theme parks, bowling alleys, cinemas, and health clubs. This could be achieved through increased marketing and promotional activities, as well as by adding new services and amenities to existing locations.

2. Expand into new geographic markets: Ardent Leisure Group Limited should consider expanding into new geographic markets, such as international locations. This could be achieved through organic growth or through strategic acquisitions, partnerships, or joint ventures.

3. Develop innovative digital products and services: Ardent Leisure Group Limited should focus on developing innovative digital products and services that can be used to extend its reach to customers and attract new ones. This could include virtual reality experiences, mobile applications, and interactive websites.

4. Improve operational efficiency: Ardent Leisure Group Limited should strive to improve operational efficiency across its various business units. This could involve streamlining processes, introducing technology solutions, and implementing best practices. Additionally, cost-cutting measures could be taken in order to reduce expenses and improve profitability.


Below is a list of the weaknesses we have identified for the business:

1. Lack of focus on key markets: Ardent Leisure has been spread thin in recent years, with acquisitions and expansions into new markets (e.g. the US) pulling management attention away from its core businesses in Australia and New Zealand. This has led to operational problems and a loss of market share in key markets.

2. Over-reliance on a few key customers: A small number of customers generate a large proportion of Ardent Leisure's revenue, making the company vulnerable to changes in their spending patterns.

3. High fixed costs: A high proportion of Ardent Leisure's costs are fixed, meaning that any reductions in revenue will flow straight to the bottom line. This makes the company particularly vulnerable to economic downturns.

4. Heavy reliance on debt: Ardent Leisure has a high level of debt, which puts pressure on cash flow and makes the company vulnerable to interest rate rises.


Below is a list of the threats we have identified for the business:

1. Price Competition: ARD faces a highly competitive market with numerous competitors offering similar products and services. This could lead to price competition which could reduce ARD's market share and profitability.

2. Legal/Regulatory Risk: ARD operates in a highly regulated industry, which exposes them to changes in legislation, regulations, and compliance requirements that could increase costs and reduce profitability.

3. Technology Risk: ARD operates in an industry that is rapidly evolving, and they are exposed to the risk of not being able to keep up with the changing technology landscape. This could lead to the loss of market share and profitability.

4. Financial Risk: ARD is exposed to financial risks such as currency exchange rate fluctuations, interest rate changes, and potential capital constraints which could reduce their liquidity and increase their cost of capital.

5C Analysis

The 5C Analysis is a marketing framework that can be used to provide insight into the key drivers of success, as well as the risk exposure to various environmental factors.
This (concise) 5C analysis examines the external and internal environment for Ardent Leisure Group Limited. It includes analysing the company's customers, competitors, collaborators, context, and capabilities. We have produced this short analysis to identify potential opportunities and threats to Ardent Leisure Group Limited, as well as areas where the company needs to improve its operations or strategy.
Company: Ardent Leisure Group Limited is an Australian-based company with a range of leisure and entertainment businesses. They operate theme parks, bowling alleys, health clubs and cinemas in Australia and New Zealand.

Collaborators: Ardent Leisure collaborates with a variety of partners, such as local and international suppliers, government authorities, and other leisure and entertainment companies.

Customers: Ardent Leisure’s customers are those who use their premises and services, ranging from families and individuals to corporate organisations.

Competitors: Ardent Leisure competes with a variety of other leisure and entertainment companies in Australia and New Zealand, both in terms of price and services offered.

Content: Ardent Leisure aims to provide its customers with quality services, products and experiences. They invest in their venues with new rides and attractions, as well as regularly updating their health clubs and cinemas. They also develop engaging content such as competitions and offers, as well as running educational programs and workshops.
5C Analysis

MOST Analysis

MOST Analysis

The MOST analysis framework is commonly used to identify an organisation's strategic goals, assess its strengths and weaknesses, and develop a plan to achieve its objectives. This analysis helps organisations to focus on what they want to achieve and how to achieve it, while also identifying potential roadblocks or obstacles that may arise along the way.

  • Mission
  • Objectives
  • Strategy
  • Tactics

We have created this analysis from a 3rd person perspective.

Innovation Scorecard

As part of our research and analysis activity, the team at Platform Executive assesses and then benchmarks businesses and the industry verticals in which they operate using a proprietary scoring mechanism.

First, we allocate a score of A-E for the industry vertical, gauged on the key organisations operating within the space; and then score the individual business using a 1-5 score.

A score of D-E within an industry means that it is potentially ripe to be disrupted by a new entrant into the marketplace; and/or vulnerable to technological change.

Likewise, a high score of 4-5 for the company in question indicates that in the view of the analysis team it lags behind notable businesses in terms of innovation and product pipeline.

Innovation Scorecard

Below is a guide to each score:

Industry score:

A The industry is amongst the most innovative; with the leading players all driving the sector forward.
Example industry: PaaS
B The industry and its leading players have a good track record of innovation; and can quickly react to change.
Example industry: Pharmaceutical
C Companies operating within the sector have adequate levels of innovation; and engage in R&D activities when appropriate.
Example industry: FMCG
DBusinesses operating in the industry do not invest enough time and resource into innovation. The sector is stagnant and a good candidate for disruption.
Example industry: Retail Banking
E The major players in the sector seem to lack suitable product development roadmaps; and as a result the sector is highly vulnerable to industry change.
Example industry: Publishing


Company score:

1 The business is amongst the leading players in terms innovation and product pipeline. This will fulfil and reinforce the operations of the business in the medium to long-term.
2 The business has a good track record of innovation, in terms of its products and/or its business model. It is therefore more likely to be able to react and adapt to any changes to the industry.
3 The business is deemed to have an adequate innovation plan, build on research and development and sustainability where appropriate. The business has a product development strategy.
4The business needs to invest more resource and/or intellectual capital in product development, pipelines and/or its business model. The business is at risk of stagnation.
5 The business seems to lack a suitable product development roadmap; and as a result is vulnerable to any notable industry change and/or new entrants in the marketplace.
The team at Platform Executive has judged Ardent Leisure Group Limited as having an innovation score of C3.


The appendices section of this report contains supplementary information that the team at Platform Executive deems helpful in providing a more comprehensive understanding of the report's contents.

This information is not considered an essential part of the study but serves as a useful supplement to the main text.


This study on Ardent Leisure Group Limited forms part of our series of competitive intelligence reports, which focuses on 10,000 of the largest corporates.

The information and data included are updated on a timely schedule to ensure that our Premium members receive the most up to date information .

The report is based on information and learning from the following sources:

  • Corporate websites
  • Proprietary research databases
  • SEC Filings
  • Corporate press releases
  • News articles
  • Financial data API's
  • Product-matching algorithm

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The facts of this report have been gathered in good faith from both primary and secondary sources. It is believed to be correct at the time of publication, but cannot be guaranteed. As such Platform Executive can accept no liability whatever for actions taken based on any information that may subsequently prove to be incorrect.


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The changelog for this report can be found below, complete with the next scheduled update:

v1.1: Initial load of report
Date: 1st March 2023

Key Financials added (BETA)
Date: 17th March 2023

Next scheduled update: 25th April 2023

Industry Keywords