The fisheries sector in Magelang Regency, Indonesia has not yet developed optimally. Even though the potential of Magelang Regency to develop this sector is quite large. In this regard, further studies are needed which aim to 1) identify the factors that influence freshwater fisheries business in Magelang Regency and 2) determine the right strategy to optimize freshwater fishery businesses in Magelang Regency. Based on the SWOT analysis, there are factors that affect freshwater fisheries business in Magelang Regency, namely the quantity and quality of seeds are not optimal, businesses in fish processing are still small, limited funding for fishery business actors, appropriate technology implemented is still medium scale, and limited extension workers fishery. Therefore, there are 6 strategies to optimize the fisheries sector in Magelang Regency, namely 1) increasing the quality and quantity of fish seeds, 2) empowering the community through fish processing businesses, 3) facilitating the availability of capital, 4) implementing appropriate technology, 5) implementing rain technology harvesting, and 6) addition of fishery extension workers at least 1 sub-district 1 person.