About Us
Experience counts
Fishful Thinking Aquarium Hire and Maintenance
Distributors for Planktovie Fish Gun feeding systems throughout the Asia Pacific region.
Established in Geelong in 1992
Fishful Thinking began life in 1992 as Reef and River Aquarium Hire.
Kathy & Bruce Newell have been helping businesses and aquatic hobbyists in Geelong ever since.
Within a few years, the founding of Reef and River, the hire and maintenance business had flourished and transitioned into first a retail outlet in Myers St, then with the acquisition of Reef to River Aquarium in Morrabin & a subsequent move for the Geelong store from Myers street into larger premises on Ormond Rd East Geelong.
When Bruce & Kathy passed the retail business to new owners in 2008, a new name was needed for the maintenance arm and Fishful Thinking came into being.
Bruce worked for Deakin University from 2008 until 2026 and drove the expansion and constant upgrading of the University’s aquatic research facilities during his tenure.
This has driven a diversification into research systems and the equipment required for these specialist environments.
Bruce has specialist knowledge of OGTR compliance requirements and facility design. Consulting services for these types of implementations is available on request.
Fishful Thinking’s core business is of course providing fully automated hire aquariums for businesses such as aged care facilities, doctors, dentists and professional venues.
At Fishful Thinking, we also service aquariums for private customers.
Freshwater or marine we can do it all. Natural Sea Water deliveries are available and tank sitting your fish while you are on holidays is also available.