Community Leisure Management

What Community Leisure Management does

Community Leisure Management (CLM) is a privately held New Zealand leisure facility management contractor founded in 1995 and headquartered in Auckland, operating 23+ community facilities — aquatic centres, pools, leisure centres, fitness centres, and event venues — on behalf of local and regional councils nationwide. The company's primary customers are New Zealand local government bodies (including Auckland Council, which awarded it 13 of 20 outsourced pools and leisure centres in April 2025, alongside Nelson, Tasman, Palmerston North, Rotorua Lakes, Waitomo, Ōtorohanga, Ruapehu, Rangitīkei, Wairoa and others), with Auckland Council the largest single anchor relationship. CLM serves secondary end-consumer segments including families, SwimMagic swim school enrollees, Chill Out before- and after-school childcare participants (MSD/OSCAR approved with WINZ subsidies), Fitness by CLM gym members, and tamariki/rangatahi reached through the Tū Manawa Active Aotearoa funding programme that CLM Community Sport administers as a regional delivery partner of Aktive in Counties Manukau.

CLM's commercial model blends contracted facility management revenue (managed services paid by councils for operation of public infrastructure) with consumer-direct revenue streams at each site: subscription recurring memberships (Fitness by CLM, SwimMagic weekly enrolment, Chill Out termly fees with WINZ/OSCAR subsidies potentially covering 80%+ of fees), usage-based entry fees (casual pool entry, Aqua Run, court hire, pool parties), event management (Trafalgar Centre venue hire and community initiatives including the Move Over Cancer series of 25+ events), and professional services including consultancy for operational reviews. The core technology layer is the PerfectGym-powered CLM Client Portal (web and iOS/Android) handling membership management, class booking, payment processing via Payrix, swim school enrolment, parent tracking of children's swim progression, and features including live pool temperature and lane availability. ISO 45001 occupational health and safety accreditation, Swimming NZ Registered Swim School status (SwimMagic being the inaugural recipient), and ARPro / AUSTSWIM Presenter-Assessor credentials among senior staff underwrite eligibility for the compliance-driven council tender process that generates most contract wins.

Beyond operational management, CLM operates sub-brands — SwimMagic (aquatic education, babies through adults), Fitness by CLM (15 fitness centres nationally), Chill Out (childcare), and Aroora / Kāhu Kōrako (Māori leadership and cultural programme supported by Te Puni Kōkiri and Foundation North) — together with event venue hire (Trafalgar Centre, EVANZ Medium Venue of the Year 2024) and consultative services for local authorities. The company employs 501–1,000 staff across support office and facility-based roles, has won multiple Recreation Aotearoa, EVANZ, EXNZ, and AUSTSWIM industry awards, and reports 2 million kWh in cumulative network energy savings alongside ~90% event waste diversion. Founders Joe Griffin and John Latimer remain directors alongside CEO Craig Carter, with management-level equity participation by Tom Mann and Pierre Holland, and no evidence of institutional investment or external parent ownership.

Name

Community Leisure Management

Legal name

Community Leisure Management Limited

Website

https://clmnz.co.nz

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Community Leisure Management is a privately held New Zealand leisure facility management contractor operating 23+ council-owned aquatic, fitness, recreation, and event venues, serving local government clients (notably Auckland Council) alongside consumer swim school, childcare, and fitness subscribers under brands including SwimMagic, Chill Out, and Fitness by CLM.

Ownership category

akta.pro rank

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices20 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Facility Management Contracts: CLM is appointed by local and regional councils (e.g., Auckland Council, Nelson City Council, Tasman District Council) to manage council-owned community facilities (pools, leisure centres, community centres). Revenue is generated through contractual management fees paid by councils for operating public recreation infrastructure.
2. Fitness Memberships: CLM operates fitness centres under the 'Fitness by CLM' brand at multiple facilities. Members pay recurring subscription fees for gym access, group fitness classes, and related services. Fitness Passport partnership enables cross-network access.
3. SwimMagic Swim School: CLM's SwimMagic swim school generates revenue through lesson enrolment fees, typically charged on a weekly or recurring basis via the client portal. The programme spans from babies (Magic Moments) through adults and squads.
4. Chill Out Kids Programmes: Before and after school care and school holiday programmes at multiple CLM facilities. Revenue generated through programme fees charged per child per session or term. OSCAR/MSD and WINZ subsidies are available, and deposits are required for WINZ bookings.
5. Facility Entry and Casual Use: Individual and family entry fees to pools and leisure centres, aqua fitness class fees, court/facility hire charges, and pool party bookings. Unit-based pricing per visit or session.
6. Event Management: CLM manages event venues (Trafalgar Centre) and organises community events such as Move Over Cancer (25+ events across the network), Z Manu World Champs qualifiers, and SwimMagic carnivals.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

Community Leisure Management (CLM) operates and manages community leisure facilities on behalf of local and regional councils across New Zealand, including aquatic centres, pools, leisure centres, community centres, fitness centres, and event venues. The company runs a multi-brand programme portfolio under its own brands — SwimMagic (swim school), Fitness by CLM (gym and group fitness), Chill Out (before/after-school care and school holiday programmes) — and provides consultancy, events management, and community sport programming including the Tū Manawa Active Aotearoa fund distribution.

Product overview

Community Leisure Management (CLM) is a New Zealand leisure facility management company operating a portfolio of facilities including aquatic centres, fitness centres, community centres, and event venues under contract with local councils. The company offers a multi-brand product portfolio: SwimMagic Swim School (swimming lessons), Fitness by CLM (gym and fitness services), and Chill Out Kids Programme (before/after school care and holiday programmes). CLM also delivers community sport programming through its Community Sport division, including the Tū Manawa Active Aotearoa funding initiative. The company provides digital access via a Client Portal powered by Perfect Gym for membership management, class bookings, and programme enrollment. The Aroora kaupapa encompasses Māori leadership development through the Kāhu Kōrako programme.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 2 million kWh of energy saved across the facility network, demonstrating CLM's commitment to sustainability and decarbonisation.
• +7 more outcomes

Named customers14 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

23 partnerships are on record, tiered minor and core.

• Sport NorthlandminorStrategic or Co-development PartnerSport Northland is listed as a partner organisation with whom CLM delivers and partners throughout New Zealand. The nature of the partnership appears to be collaborative delivery of community sport and recreation outcomes.
• Auckland CouncilcoreStrategic or Co-development PartnerAuckland Council is a primary council partner, having awarded CLM contracts to manage 13 pools and leisure centres across the Auckland region from April 2025 (following approval for 20 outsourced facilities).
• AktivecoreStrategic or Co-development PartnerAktive is a key regional partner. CLM Community Sport is a regional delivery partner of Aktive for the Tū Manawa Active Aotearoa fund, responsible for projects in the Counties Manukau area (excluding Howick–Pakuranga).
• Ōtorohanga District CouncilminorStrategic or Co-development PartnerŌtorohanga District Council is listed as a council partner of CLM for facility management of the Ōtorohanga Memorial Pool Complex.
• Waitomo District CouncilminorStrategic or Co-development PartnerWaitomo District Council is a council partner for CLM's management of the Waitomo District Aquatic Centre.
• Palmerston North City CouncilcoreStrategic or Co-development PartnerPalmerston North City Council is a major council partner, with CLM operating multiple facilities in the city including Freyberg Community Pool and Lido Aquatic Centre.
• Rotorua Lakes CouncilminorStrategic or Co-development PartnerRotorua Lakes Council is a council partner for CLM's management of the Rotorua Aquatic Centre.
• Nelson City CouncilcoreStrategic or Co-development PartnerNelson City Council is a key council partner, jointly with Tasman District Council appointing CLM to manage Saxton Field Facilities. CLM also operates Richmond Aquatic Centre, Riverside Swimming Pool, and Trafalgar Centre in the Nelson region.
• Ruapehu District CouncilminorStrategic or Co-development PartnerRuapehu District Council is a council partner for CLM's management of Ruapehu District Swimming Pools.
• Tasman District CouncilcoreStrategic or Co-development PartnerTasman District Council is a key council partner, jointly with Nelson City Council appointing CLM to manage Saxton Field Facilities.
• Recreation AotearoacoreStrategic or Co-development PartnerCLM is a national partner of Recreation Aotearoa. Kirsty Knowles, CLM's General Manager of Operations, serves as Co-Chair of Recreation Aotearoa. The partnership is building on a strong legacy between both organisations.
• Rangitīkei District CouncilminorStrategic or Co-development PartnerRangitīkei District Council is a council partner for CLM's management of Marton and Taihape community swimming pools.
• Wairoa District CouncilminorStrategic or Co-development PartnerWairoa District Council appointed CLM as the new operator of the Wairoa Community Centre from July 1.
• Fitness PassportcoreGTM or Marketing PartnerCLM has partnered with Fitness Passport, enabling Fitness Passport members to access all Fitness by CLM centres. There are no joining fees, card or tag fees. Members must be registered with Fitness Passport and complete payment through Fitness Passport before signing up at CLM centres.
• Foundation NorthminorStrategic or Co-development PartnerFoundation North supports the 'He tāhuna tau atu' programme, a year-long Māori leadership and skill acquisition programme delivered by CLM's Aroora team, intended to help students become employable in the health and recreation industry.
• Te Puni KōkiriminorStrategic or Co-development PartnerTe Puni Kōkiri supports the 'Tenei toku whare' programme, a cultural identity and hauora programme delivered by CLM's Aroora team, exploring Ngāpuhi tikanga and pūrākau in the Tai Tokerau region.
• Choices NZminorStrategic or Co-development PartnerCLM has joined forces with Choices NZ, an organisation dedicated to ensuring people with disabilities and health needs enjoy fulfilling and independent lives. The partnership supports inclusive experiences at CLM facilities.
• ToshibaminorGTM or Marketing PartnerCLM and Toshiba partnered to deliver the Building Champions Obstacle pop-up obstacle course around schools in Auckland, with the goal of getting more tamariki and rangatahi active.
• Sport NZcoreStrategic or Co-development PartnerSport NZ provides funding through the Tū Manawa Active Aotearoa activation fund. CLM Community Sport, as a regional delivery partner of Aktive, administers this funding for tamariki and rangatahi in Counties Manukau.
• Swimming New ZealandminorStrategic or Co-development PartnerCLM's SwimMagic became the inaugural Swimming New Zealand Registered Swim School, achieving industry-recognised accreditation for swim school standards through Swimming NZ's Registered Swim School Programme.
• AUSTSWIMminorStrategic or Co-development PartnerCLM swim instructors regularly receive AUSTSWIM recognition and awards. Several CLM staff have been honoured at AUSTSWIM Awards, and Lynn Cartwright holds AUSTSWIM Presenter and Assessor qualifications.
• Ngāti Whātua ŌrākeiminorStrategic or Co-development PartnerCLM held a hui with Ngāti Whātua Ōrākei to commemorate their ongoing relationship, including the raising of the Ngāti Whātua Ōrākei flag at Parnell Baths.
• Auckland Basketball Services Limited (ABSL)minorStrategic or Co-development PartnerCLM collaborated with ABSL at Ōtāhuhu Pool & Leisure Centre to deliver the 'Ōtāhuhu Jammers' basketball-coaching clinic for youth.

Scale indicators14 records

Recent moves11 records

Expansion highlights6 records

Direct peers

• BlueFit: Australian aquatic and leisure management company operating council-owned pools, fitness centres and learn-to-swim programmes — directly comparable in service mix and tender-based delivery.
• YMCA Central: Wellington/Hutt Valley YMCA operating community recreation, swim school and childcare services — provides a comparable NZ multi-brand community facility operator.
• Belgravia Leisure: Australia's largest leisure facility management contractor managing 100+ council-owned aquatic and recreation centres under the same outsourced model CLM operates in New Zealand.
• YMCA Auckland: Auckland-based community recreation operator managing council-owned facilities and competing for the same municipal contracts as CLM in the Auckland region.

Broad incumbents

• CBRE Group: Global real estate services and facility management arm operating outsourced venue, workplace and government facility contracts across Australia/NZ — adjacent/overlapping capability with CLM's facility management work.
• Programmed: ASX-listed facility management and property services group operating across NZ and Australia in government, leisure and venue management — adjacent in capability though much broader in scope.
• JLL: Global real estate services firm with a substantial facility management practice serving government, stadia and large campus clients — comparable on outsourced facility operations though not leisure-specific.
• Ventia: ASX-listed infrastructure and facility management services company with significant government and recreation venue contracts across Australia and New Zealand — broader scope but directly comparable on facility management capability.
• Spotless Group: Major ANZ facility management and property services provider with government, leisure and stadium contracts across Australia and New Zealand — broader portfolio but overlapping B2G facility management work.

Emerging players

• ActiveXchange: Australian analytics and member-engagement platform serving leisure centres and swim schools; intersects with CLM's PerfectGym-based client portal as an emerging technology layer for the same operator market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/CommunityLeisureManagement

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

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 Community Leisure Management