What Friendly Manager does

Friendly Manager Limited is a New Zealand-based SaaS company founded in 2007 that provides cloud-based sports club management software on AWS. The platform unifies member management, finance, competition management, events, communication, a free club website builder, and a native mobile app (iOS/Android, launched December 2025) for sports clubs and competition organisers. Purpose-built modules include automated competition draws, umpire/official allocation, sport-specific score sheets, attendance tracking, qualifications, merchandise and venue bookings, with two-way Xero accounting integration and Stripe/Ezidebit payment processing.

The company serves a primarily New Zealand customer base spanning 21 sports including rugby, football, cricket, netball, hockey, gymnastics, swimming, surf lifesaving, and martial arts. Named accounts include Mount Maunganui Lifeguard Service, Papamoa Surf Life Saving Club, Western Springs AFC (2,000+ members), Hamilton City Netball (500+ teams), Big Air Gymnastics, and Zespri AIMS Games (11,000+ athletes across 14 sports). A flagship partnership with Gymnastics New Zealand powers the Springboard programme across 91 clubs and 35,000 recreational gymnasts. At the platform level, the company reports 500+ sports clubs and 300,000+ active members.

The business runs on a hybrid go-to-market combining self-serve product-led growth with free trials for smaller clubs, and sales-assisted onboarding for larger clubs and competitions. Revenue is generated primarily through tiered subscriptions (e.g., NZD $799-$2,499+ annually for Competition Management tiers) bundled with the included mobile app, supplemented by transaction processing fees, domain registration fees for the free club website, and integration add-ons for access control systems. The company is privately held with no disclosed external funding and appears to operate independently with a small team based in Otumoetai, New Zealand.

Name

Friendly Manager

Legal name

Friendly Manager Limited

Website

https://friendlymanager.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

Friendly Manager is a New Zealand-based SaaS platform that provides cloud-based club and competition management software for 500+ sports clubs across 21 sports, serving 300,000+ active members with member management, finance, competition draws, communications, and a mobile app.

Ownership category

akta.pro rank

Product category

Sports Club Management Software

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Venue Operations, Management & Facility Services (MPAKAEAN)

Keywords

• Club management software
• Sports administration platform
• Competition management system
• Member registration software
• Club communication tools

Headquarters

HQ city

Otumoetai

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations

Revenue model

1. Subscription - Club Management Software: Monthly or annual subscription fees based on pricing tiers (Small, Medium, Large, X Large) with member limits per plan. Minimum term equals billing period.
2. Payment Processing Fees: Fees charged for processing online payments via Stripe integration. Can be sponsored by organisation or charged to members directly.
3. Domain Registration: Small annual fee for domain name registration required for free website feature
4. Integration Fees: Additional monthly fees for access control system integration (hardware support and maintenance)

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Friendly Manager provides a unified cloud-based SaaS platform for sports clubs that integrates member management, finance and accounting, competition draws and results, event management, communications, a club website builder, and a mobile app. The platform supports 21 sports and serves team-based clubs, class-based programmes, and water sports organisations, with add-on modules for competition management, holiday programmes, and venue bookings.

Product overview

Friendly Manager is a unified club and competition management software platform built specifically for team sports and class-based sports clubs. The core platform integrates member management, finance management, competition management, events management, communication, club website, and mobile app. Key modules include: Competition Draws (automated draw generation), Competition Results (score sheets and live scoring), Game Management (officials and games scheduling), Profile Management, Group Management, Finance & Accounting (with Xero integration), Registrations, Attendance Tracking, Event Management, Communication, Venue Bookings, Merchandise & Assets, Qualifications, Resources, Terms and Seasons, Holiday Programme, Security, and Support. Add-on modules include the Free Club Website builder and Competition Management tiers. The platform serves 500+ sports clubs with 300,000+ active members across 21 sports.

Differentiator

Problem solved

Functional benefit

Products and services

• Friendly Manager Core Platform Unified cloud-based club management software covering member management, finance, competition management, events, communication, website, and mobile app for sports clubs. Designed for team sports, class-based sports, and water sports organisations.
• Competition Management Add-on

Quantifiable outcome

• Reduced admin time from manual data entry and paper forms
• +2 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability2 records

Feature8 records

Partnerships

Three partnerships are on record, tiered core and flagship.

• XerocoreTechnology or IntegrationXero integration enables two-way accounting sync with Friendly Manager. Finance Manager can reconcile invoices without touching spreadsheets. Automatic invoicing setup through Xero integration. Data stays synced between both platforms.
• StripecoreTechnology or IntegrationPreferred payment gateway for credit and debit card transactions. PCI Level 1 Security accredited. Friendly Manager does not retain credit card data - all transactions completed and held with Stripe.
• Gymnastics New ZealandflagshipStrategic or Co-development PartnerStrategic partnership to power the Springboard recreational gymnastics programme across 91 clubs and 35,000 recreational gymnasts. Programme available at no additional cost to clubs. Creates shared understanding between coach, gymnast and parent through progress tracking.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Squadr: Sports-club management platform focused on streamlined member management and engagement — comparable in target customer and member-experience focus.
• iClassPro: Class-based sports and gymnastics studio management software with registrations, billing, attendance, and parent communication — directly comparable to Friendly Manager's gymnastics and class-based sports workflows.
• TeamApp: Mobile-first team and sports-club management app popular in Australia and New Zealand for scheduling, communication, and payments — directly comparable to Friendly Manager's mobile-app + communication value proposition.
• PlayHQ: Australia-based competition and club management platform used by national sporting bodies (cricket, football, basketball) for fixtures, results, and registrations — overlapping with Friendly Manager's competition management and registration modules.
• Revolutionise Sport: Australian-born SaaS platform serving sports clubs and associations with membership, registrations, payments, communications, and event management — directly comparable in product scope and customer base to Friendly Manager, with a similar volunteer-club focus.

Broad incumbents

• Daxko: US-based club management software for YMCA, fitness, and recreation centres — comparable in member-management and billing functionality but oriented to larger facilities rather than NZ volunteer clubs.
• Active Network: Large US-based activity-management platform offering registration, payments, and scheduling for sports and recreation — overlaps with Friendly Manager's registration and event workflows at much larger scale.
• Mindbody: Leading global SaaS platform for fitness, wellness, and studio businesses — a broader incumbent that competes for the same class-based sports/gymnastics customer segment as Friendly Manager.

Emerging players

• WellnessLiving: All-in-one business management platform for fitness and wellness businesses with class scheduling, payments, and member apps — comparable to Friendly Manager's class-based sports and gymnastics club workflows.
• Join It: Membership management software for organisations and clubs — comparable to Friendly Manager's member registration and renewal workflows, though less sports-specific.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/friendlymanager

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Friendly Manager