Context : The mechanisms giving rise to diffuse radio emission in galaxy clusters , and in particular their connection with cluster mergers , are still debated . Aims : We aim to obtain new insights into the internal dynamics of the cluster Abell 2294 , recently shown to host a radio halo . Methods : Our analysis is mainly based on redshift data for 88 galaxies acquired at the Telescopio Nazionale Galileo . We combine galaxy velocities and positions to select 78 cluster galaxies and analyze its internal dynamics . We also use new photometric data acquired at the Isaac Newton Telescope and X–ray data from the Chandra archive . Results : We re–estimate the redshift of the large , brightest cluster galaxy ( BCG ) obtaining \left < z \right > = 0.1690 , well at rest within the cluster . We estimate a quite large line–of–sight ( LOS ) velocity dispersion \sigma _ { V } \sim 1400 km s ^ { -1 } and X–ray temperature T _ { X } \sim 10 keV . Our optical and X–ray analysis detects evidence for substructure . Our results are consistent with the presence of two massive subclusters separated by a LOS rest frame velocity difference V _ { rf } \sim 2000 km s ^ { -1 } , very closely projected in the plane of sky along the SE–NW direction . The observational picture , interpreted through the analytical two–body model , suggests that A2294 is a cluster merger elongated mainly in the LOS direction and catched during the bound outgoing phase , a few fractions of Gyr after the core crossing . We find Abell 2294 is a very massive cluster with a range of M = 2 - 4 \times 10 ^ { 15 } h _ { 70 } ^ { -1 } M _ { \odot } , depending on the adopted model . Moreover , contradicting previous findings , our new data do exclude the presence of the H \alpha emission in the spectrum of the BCG galaxy . Conclusions : The outcoming picture of Abell 2294 is that of a massive , quite “ normal ” merging cluster , as found for many clusters showing diffuse radio sources . However , maybe due to the particular geometry , more data are needed for a definitive , more quantitative conclusion .