Kelly Sports

What Kelly Sports does

Kelly Sports is an Australian-founded, privately held franchise business that delivers physical literacy and sports coaching programs to children aged approximately 2.5 to 12 years. Established in 1994 and headquartered in Highton, Victoria, the company operates through more than 50 franchise offices across Australia (ACT, NSW, VIC, SA, WA, QLD, TAS, NT) and New Zealand, coordinating 36 franchise managers and hundreds of accredited coaches to deliver programming to over 60,000 children every week. Its portfolio spans before-school, lunchtime, and after-school multi-sport clinics; school holiday programs (40+ annually); preschool fundamental movement programs under the Sporty Shorties sub-brand (deployed across 300+ childcare centres); in-school curriculum programs including the Australian Sports Commission-endorsed Sporting Schools Program; birthday party entertainment; private lessons; and event-day services for corporate clients, racing clubs, golf clubs, and major public events. Sub-brands include Kelly Club, Kelly Mini Sports, Sporty Shorties, Academy Program, and division-specific offerings for schools, preschools, and events.

The business is built on a franchise distribution model with revenue generated through term-based program subscriptions (before, during, and after school), day-based holiday programs, unit-priced private lessons ($45-$80 per session), one-time birthday party fees, event services contracts, and franchise licensing fees. Go-to-market combines direct-to-consumer booking via a parent portal, B2B sales to schools and childcare centres, and event-provider partnerships. Customer segments include parents of primary-aged children, primary and secondary schools, preschools and childcare operators (including Goodstart Early Learning and G8 Education), and event organizers. Marketing channels span organic social (Facebook, Instagram), Google Ads, word-of-mouth referrals, school newsletters, and outdoor billboards. Technology infrastructure is limited to a web-based booking and registration platform with payment integrations (WindCave/DPS Payment Express, Afterpay, Visa, Mastercard) and no public API, mobile app, or AI/ML capabilities. The company holds ChildSafe Organisation certification with mandatory Working With Children Checks and National Child Safety Training, operates as a member of the Franchise Council of Australia, and is led by Managing Director Steve Martin with no disclosed external private equity, venture capital, or institutional investor involvement.

Name

Kelly Sports

Legal name

Kelly Sports Australia

Website

https://kellysports.com.au

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

51–100 employees

Short description

Kelly Sports is an Australian franchise network founded in 1994 that delivers physical literacy and sports coaching programs to over 60,000 children weekly across Australia and New Zealand through 50+ offices, serving parents, schools, and preschools.

Ownership category

akta.pro rank

Product category

Children's Sports Coaching Services

NAICS

Sports and Recreation Instruction (61162), Sports and Recreation Instruction (611620), Fitness and Recreational Sports Centers (713940)

SIC

Services-Educational Services (8200), Services-Membership Sports & Recreation Clubs (7997), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Team & Club Coaching (seasonal team coaching) (HSADAEAF)

akta.pro secondary industries

Sport-Specific Skills Coaching (e.g., soccer, basketball, tennis) (HSADAEAA), Recreational & Intramural Sports Programs (MPAKACAG)

Keywords

• Children's sports coaching
• School holiday programs
• Physical education services
• Preschool sports programs
• Youth sports training

Headquarters

HQ city

Geelong

HQ country

Australia

HQ region

Oceania

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Term-based sports programs: Enrollment in Kelly Sports Programs secures selected days/times with payment required by invoice due date. Programs run before school, during school, after school, and holiday periods.
2. Holiday programs: School holiday programs providing sports-based activities for children aged 5-12 (some programs for ages 4-12). Multiple programs across Australia and New Zealand.
3. Birthday parties: Sports-themed birthday party entertainment with trained coaches running activities for up to 13+ children for 90 minutes.
4. Private lessons: One-on-one and small group private sports lessons for primary aged children. One-on-one sessions from $45 (30 min) to $80 (60 min). Semi-private (1-3 children) from $25 (30 min) to $50 (60 min) per child.
5. Franchise fees: Kelly Sports operates as a franchise business model with franchisees operating local Kelly Sports offices. Franchise opportunities available across Australia (ACT, NSW, VIC, SA, WA, QLD, TAS, NT) and internationally.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Kelly Sports delivers sports coaching programs for children aged 2.5 to 12+ years, including before, during, and after-school multi-sport programs, school holiday programs, dance classes, sports-themed birthday parties, and private lessons. Programs are also delivered to primary and secondary schools (in-school curriculum, sporting schools, sports days, coaching and officials), to preschools and childcare centres (Sporty Shorties and preschool sports programs), and at corporate and community events. Operations run through a franchise network of 50+ offices across Australia and New Zealand, reaching approximately 60,000 children weekly.

Product overview

Kelly Sports operates a franchise-based sports coaching business delivering physical literacy programs for children from preschool to secondary school age across Australia and New Zealand. The core offering consists of before-school, lunchtime, and after-school multi-sport programs, holiday programs, and dance classes, all delivered at schools and childcare centres. The portfolio includes school-specific programs (In-School Curriculum, Sporting Schools, Academy, Coaching & Officials, Sports Days), childcare programs (Sporty Shorties, Preschool Sports), event entertainment services, birthday parties, and private lessons. The company operates through over 50 franchise offices and coaches more than 60,000 children weekly, with programs designed to be delivered in-school without requiring children to travel.

Differentiator

Problem solved

Functional benefit

Brands

• Kelly Club: A sub-brand offering programs for parents and schools, including before-school, after-school, and holiday program services.
• Kelly Mini Sports
• Sporty Shorties
• Academy Program
• Kelly Sports for Events
• Kelly Sports for Schools
• Kelly Sports for Preschools

Products and services

• Before, During & After School Multi-Sports Program

Quantifiable outcome

• Programs being delivered to 60,000 kids every week
• +3 more outcomes

Named customers11 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

15 partnerships are on record, tiered core, major and minor.

• Child Safe StrategiescoreStrategic or Co-development PartnerKelly Sports is partnered with Child Safe Strategies, an organisation committed to children's safety. As a Child Safe Organisation, Kelly Sports follows best practice and ensures the highest quality of safety management when looking after children. The ChildSafe standards require child safety to be embedded in organisational leadership, governance and culture.
• Country Racing VictoriamajorStrategic or Co-development PartnerKelly Sports has partnered with Country Racing Victoria for over 10 years to provide kids entertainment at country racing events. The partnership has elevated the event experience for attendees with high engagement and professionalism.
• Golf Managers Victoria / Yarra Yarra Golf ClubmajorStrategic or Co-development PartnerKelly Sports has delivered services at golf clubs for family/member events for over 15 years. The team is consistently professional with energetic, engaging, and enthusiastic staff.
• Avalon International Air Show / St Pats Race Club GeelongminorStrategic or Co-development PartnerKelly Sports provides children's activities and entertainment at international air show events and local racing club events. Described as a crowd favourite with innovative, fun, and engaging activities.
• Australian Sports Commission / Sporting Schools ProgramcoreStrategic or Co-development PartnerKelly Sports is an endorsed provider for the Sporting Schools Program (SSP) since the 2015 pilot. All Kelly Sports staff are accredited and endorsed through each National Sporting Organisation (NSO) to deliver SSP at schools. Conducted over 5,000 sessions across Australia.
• National Sporting OrganisationscoreStrategic or Co-development PartnerKelly Sports works with National Sporting Organisations including Hockey Australia, Softball Australia, Volleyball Australia for endorsement and accreditation of coaches to deliver sports programs. Sports include Hockey, Softball, AFL, Tennis, Badminton, Volleyball, Netball, Athletics and Golf.
• Goodstart Early LearningmajorChannel Partner/ Reseller/ DistributorKelly Sports is a partner of choice for Goodstart Early Learning centres, delivering preschool sports programs to meet physical activity needs.
• Kool KidzminorChannel Partner/ Reseller/ DistributorKelly Sports delivers preschool sports programs at Kool Kidz childcare centres.
• G8 EducationmajorChannel Partner/ Reseller/ DistributorKelly Sports is a partner of choice for G8 Education centres (large early childhood education provider), delivering sports programs to meet National Quality Standards.
• New BalanceminorOthersNew Balance is a corporate sponsor of Kelly Sports, offering 30% off New Balance Gear for Kelly Sports enrolments.
• Racing Victoria / Victoria Racing ClubmajorStrategic or Co-development PartnerRacing Victoria and Victoria Racing Club are corporate sponsors supporting Kelly Sports operations at racing events and community programs.
• AfterpayminorOthersAfterpay payment option accepted at Kelly Sports for booking payments.
• Franchise Council of AustraliaminorOthersKelly Sports is a member of the Franchise Council of Australia (FCA), the peak body representing franchisees and franchisors.
• Flinders University / UniSAminorOthersUniversity sponsors supporting Kelly Sports through potential research, student placements, or educational collaboration.
• AONminorOthersAON is a corporate sponsor providing insurance services to Kelly Sports operations.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Ready Steady Go Kids: Australian franchised multi-sport and exercise program for children aged 1.5–6 years, delivered in preschools, childcare centres, and venues. Directly comparable in age segment, multi-sport curriculum, and franchise-driven Australian distribution.
• Sportball: Multi-sport skills program for young children, offered through franchise and partner locations internationally and in Australia. Comparable to Kelly Sports' Sporty Shorties and multi-sport school programs in both sport-based curriculum and preschool/parent channel.
• Gecko Sports: Australian multi-sport and fundamental movement skills provider delivering before/after-school care programs, holiday programs, and preschool sessions. Closely comparable to Kelly Sports' core before/after-school and Sporty Shorties-style offerings.
• Rugbytots: Franchised rugby-based motor-skill development program for young children delivered in preschools, schools, and venues across Australia. Closely matches Kelly Sports' sport-specific coaching franchise model and preschool/primary school delivery.
• Grasshopper Soccer: Franchised kids' soccer coaching business with strong Australian and global presence, serving preschool and primary-school children. Closely comparable to Kelly Sports in franchise model, customer age range, and school/preschool channel.
• Little Kickers: Franchised soccer coaching program for young children (typically 18 months to 7 years), operating across Australia and internationally. Directly comparable to Kelly Sports' preschool and primary-school sport-specific coaching offerings in both model and target customer.
• Super Sport Stars: Australian provider of school-holiday sports programs, in-school sport clinics, and birthday parties for primary-aged children. Directly comparable to Kelly Sports' holiday programs, school clinics, and birthday party revenue streams.

Emerging players

• GameDay Sports Coaching: Australian mobile sports coaching service providing in-school clinics, holiday programs, and birthday parties. Comparable to Kelly Sports' event and school-delivered programs but typically operating with a single business entity rather than a franchise network.

Others

• Australian Sports Commission (Sporting Schools Program): Government-funded Sporting Schools Program that funds external providers (including Kelly Sports) to deliver sport in schools. Included as a peer because Kelly Sports is an endorsed provider and is structurally dependent on this program for a share of its school-channel demand.

Broad incumbents

• Auskick (AFL): AFL's national introductory Australian Rules program for primary-school children, delivered through clubs and schools. A broad incumbent competitor for kids' sport participation share in the same primary-school channel where Kelly Sports operates its multi-sport and AFL programs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/KellySportsAu
• Instagraminstagram.com/kellysportsau
• Xx.com/kellysportsau
• LinkedInlinkedin.com/company/kelly-sports

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Kelly Sports