Masport
Masport is a privately held New Zealand manufacturer, founded in 1910, of outdoor power equipment including petrol and battery lawnmowers, ride-ons, OPE, pressure washers, and BBQs, distributed through exclusive partnerships with STIHL SHOP and Mitre 10, hundreds of NZ retailers, and exports to 40+ countries.
- Company typePrivate
- Founded1910
- HeadquartersAuckland, New Zealand
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Masport does
Masport Limited is a privately held, family-owned New Zealand manufacturer of outdoor power equipment founded in 1910 and headquartered in Auckland. The company designs, manufactures, and distributes petrol and battery-powered lawnmowers, cylinder mowers, ride-on mowers and tractors, brushcutters, chainsaws, hedge trimmers, blowers, chippers, log splitters, cultivators, pressure washers, and lifestyle products such as barbecues and patio heaters. Its core technical differentiation rests on proprietary mechanical features (Quickcut blade system, Quadcut 4-blade disc, Smartchute side discharge, Chipperchute branch chipping, Washport housing cleaning, Zone Start ergonomics, and the Dual Mowzone edge-cutting system) and on two lithium-ion battery platforms — Energy Flex at 42V and the 60V Max range — that share batteries across multiple garden tools. Engines are sourced from Briggs & Stratton, Honda, Kawasaki, AL-KO, and Loncin, and the company also distributes Gravely zero-turn mowers (powered by Kawasaki engines with Hydro-Gear transaxles) and Ariens accessories in New Zealand under a third-party brand arrangement.
Masport monetises through unit hardware sales priced across a wide range, from approximately NZD $199 for hand mowers to NZD $35,999 for premium Gravely Pro-Turn equipment, with RRP set by category tier (entry-level Platinum/Utility, mid-range President/Black Viper, premium Pro Power/Contractor, plus battery, cylinder, ride-on, pressure washer, and OPE lines). The go-to-market is a multi-channel reseller model anchored by exclusive partnerships with STIHL SHOP dealers (President series exclusive) and Mitre 10 (Black Viper series exclusive), supplemented by hundreds of locally owned New Zealand retailers and a 40+ country international export operation. Customer segments span residential homeowners, value-conscious buyers served through the Morrison sub-brand, professional landscapers served through the Contractor and Gravely ranges, and large property owners served by zero-turn and ride-on equipment. Marketing emphasises New Zealand design heritage, extensive dealer service support, industry-leading warranties (up to 10 years on alloy housing and up to 20 years on AVA pressure washers), and a steady record of third-party consumer satisfaction awards.
The company has no disclosed institutional investors, parent entity, or public listing, and is led by CEO Keith Mellor. Masport has continued to broaden its product surface over time — entering battery, pressure washer, and commercial contractor categories — while relying on its century-old brand, exclusive channel partnerships, and proprietary mechanical features as the principal sources of competitive positioning.
Masport firmographics
Firmographics- Name
- Masport
- Legal name
- Masport Limited
- Website
- https://masport.co.nz
- Company type
- Private
- Founded year
- 1910
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Masport is a privately held New Zealand manufacturer, founded in 1910, of outdoor power equipment including petrol and battery lawnmowers, ride-ons, OPE, pressure washers, and BBQs, distributed through exclusive partnerships with STIHL SHOP and Mitre 10, hundreds of NZ retailers, and exports to 40+ countries.
- Ownership category
- akta.pro rank
Masport industry classification
Industry- Product category
- Outdoor Power Equipment
- NAICS
- Outdoor Power Equipment Retailers (44423), Outdoor Power Equipment Retailers (444230), Electrical Equipment Manufacturing (3353)
- akta.pro primary industry
- Outdoor Power Equipment Parts & Service Retail (CRAIADAH)
- akta.pro secondary industry
- Windows, Doors & Millwork Distribution (CRAOAFAI)
Keywords
Where Masport is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
Masport business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Technology or R&D, Marketing or Sales, Personnel
Revenue model
- Hardware Sales - Outdoor Power Equipment: Masport generates revenue primarily through the sale of outdoor power equipment including petrol lawnmowers, battery mowers, cylinder mowers, ride-on mowers, and various outdoor power equipment such as brushcutters, chainsaws, hedger trimmers, and blowers.
- Hardware Sales - Lifestyle Products: Sale of barbecues and patio heaters under the Masport brand for outdoor entertaining.
- Aftermarket Parts and Accessories: Sale of genuine Masport parts, accessories, and consumables including blades, catchers, batteries, and maintenance items.
- Distributed Brands (Gravely): Revenue from distribution of Gravely and Ariens zero turn mowers in New Zealand.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level petrol mowers (Platinum 300, Utility 460) - RRP $522-$629 |
| Unit Pricing | Pay-as-you-go | Mid-range petrol mowers (President, Platinum Genius, Black Viper) - RRP $629-$839 |
| Unit Pricing | Pay-as-you-go | Premium/Commercial petrol mowers (Pro Power, Contractor) - RRP $1159-$2099 |
| Unit Pricing | Pay-as-you-go | Battery mowers (Energy Flex 42V range) - RRP $719-$899 |
| Unit Pricing | Pay-as-you-go | Cylinder mowers - RRP $1999-$2249 |
| Unit Pricing | Pay-as-you-go | Ride-on mowers (Side Discharge) - RRP $4199-$5399 |
| Unit Pricing | Pay-as-you-go | Ride-on mowers (Rear Catcher) - RRP $4749-$6499 |
| Unit Pricing | Pay-as-you-go | Gravely Zero Turn Mowers - RRP $12499-$35999 |
| Unit Pricing | Pay-as-you-go | Pressure washers (AVA series) - RRP $369-$639 |
| Unit Pricing | Pay-as-you-go | Outdoor power equipment - various price points |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
Masport product offering
Product offeringCore offering
Masport designs, engineers and manufactures outdoor power equipment and lifestyle products from its Auckland, New Zealand base. The portfolio spans petrol, battery and cylinder lawnmowers, ride-on mowers, brushcutters, chainsaws, chippers, cultivators, log splitters, hedge trimmers, blowers, edgers, pressure washers, and barbecues. Masport also distributes Gravely zero-turn mowers in New Zealand and exports to over 40 countries.
Product overview
Masport is a New Zealand-based manufacturer of outdoor power equipment and lifestyle products established in 1910. The product portfolio includes multiple lawnmower series (President, Platinum, Contractor, Black Viper, Pro Power), battery-powered equipment (60V Max and Energy Flex 42V ranges), cylinder mowers, outdoor power equipment (brushcutters, chainsaws, chippers, cultivators, log splitters, blowers, hedge trimmers, edgers), lawn tractors and ride-ons including distributed Gravely zero turn mowers, pressure washers (Masport AVA Go and Smart Series), and lifestyle products (barbecues with various configurations). The company also manufactures garden accessories and replacement parts. Products are powered by engines from Briggs & Stratton, Honda, Kawasaki, AL-KO, Kohler, and Loncin depending on the model. Masport distributes through STIHL SHOP dealers, Mitre 10, and independent retailers throughout New Zealand and exports to over 40 countries worldwide.
Differentiator
Problem solved
Functional benefit
Brands
- Morrison Brand: More affordable range of products including lawn mowers, patio products and an expanded garden implement range.
Products and services
- President Lawnmower Series Premium lawnmower series exclusively distributed through STIHL SHOP dealers, offering cut, catch and mulch capabilities with engines from AL-KO, Masport SEVEN IC, Briggs & Stratton, and Honda. Targeted at homeowners wanting top-quality construction backed by a professional dealer network.
- Platinum Series Lawnmowers Range of lawnmowers featuring the Quickcut blade system with 2'n1 and 4'n1 configurations supporting cut, catch, mulch and chip functions. Designed for residential users seeking the perfect lawn finish.
- Contractor Commercial Lawnmowers Commercial-grade lawnmower range with heavy-duty construction, reinforced axles, heavy-duty handle system and Quadcut 4-blade cutting system. Built for professional landscapers and contractors needing durability for regular demanding mowing.
- Black Viper Series Lawnmowers
Quantifiable outcome
- 3 consecutive years winning Canstar Blue's Most Satisfied Customer Award for Lawnmowers in New Zealand
- +1 more outcomes
Companies that use Masport
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
Masport technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature14 records
Masport partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core, major and minor.
- STIHL SHOP DealerscoreExclusive distribution partnership for the Masport President series lawnmowers. STIHL SHOP dealers provide professional sales and service support, serving as the exclusive retail channel for the premium President product line.
- Mitre 10coreExclusive distribution partnership for Masport Black Viper series lawnmowers. Mitre 10 is a major New Zealand hardware retailer serving as the exclusive retail channel for the Black Viper product line.
- GravelycoreGravely has been manufacturing durable, efficient and dependable zero turn mowers for over 100 years. Masport is the proud distributor of Gravely products in New Zealand. Homeowners and professional landscapers trust Gravely mowers to deliver strength and reliability.
- Briggs & StrattonmajorEngine supplier partnership for Masport lawnmowers. Products feature Briggs & Stratton engines including the InStart lithium-ion electric start technology, 850 Professional I/C series, and various OHV series engines. Partnership includes Starting Promise warranty program.
- HondamajorEngine supplier partnership for Masport lawnmowers. Products feature Honda GXV160 and GCV200 OHV engines, providing reliable power for residential and commercial mowing applications.
- KawasakimajorEngine supplier for Gravely zero turn mowers and selected Masport products. Kawasaki FR651V, FR691V, and FX series engines power professional-grade equipment. Partnership supports premium product positioning.
- AriensminorAccessories partnership through Gravely & Ariens Accessories line. Masport distributes Ariens accessories for Gravely and compatible equipment in New Zealand market.
- IAPMO / AGAminorGas safety certification partnerships. Masport gas barbecues are certified as safe and reliable by IAPMO or AGA as independent and accredited certifiers, ensuring compliance with safety standards.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Masport competitors and assessment
Company assessmentDirect peers
- Husqvarna Group: Swedish manufacturer of robotic mowers, ride-ons, chainsaws, and outdoor power equipment. Comparable product breadth to Masport across petrol, battery, and ride-on categories, with global scale and a strong consumer brand in residential and professional segments.
- Honda Power Equipment: Honda's power equipment division produces mowers, tillers, and generators, and also supplies engines to Masport. Comparable engine-led outdoor power equipment portfolio with strong consumer brand recognition globally.
- Toro Company: US-based manufacturer of mowers, ride-ons, and outdoor equipment with strong consumer and professional brand. Directly comparable end-product mix (walk mowers, zero-turns, snow/yard tools) and similar premium positioning.
- Briggs & Stratton: Major small engine manufacturer and Masport's engine supplier. Comparable in end-customer markets (lawnmowers, generators, pressure washers) and a direct competitor in horizontal-shaft engines, with whom Masport has both supplier and competitive overlap.
- Ariens Company: Parent of Gravely and direct competitor in zero-turn and outdoor power equipment. Ariens supplies Masport via the Gravely brand and is also a peer through its own consumer and commercial product lines.
- STIHL: Global leader in chainsaws and outdoor power equipment. STIHL is both a direct competitor (overlapping chainsaw, brushcutter, and battery ranges) and a distribution partner of Masport through the STIHL SHOP dealer network, making it the most strategically comparable peer.
Broad incumbents
- John Deere (Lawn & Garden): While primarily an agricultural incumbent, John Deere's Lawn & Garden division competes head-to-head with Masport's ride-on and zero-turn offerings. Larger scale, broader global dealer network, and stronger brand recognition internationally.
Emerging players
- EGO Power+: Specialist in cordless/battery outdoor power equipment with a 56V platform. Directly comparable to Masport's Energy Flex and 60V Max battery strategy, but with deeper battery penetration and stronger consumer brand in the US and increasingly Oceania.
- Greenworks (Globe Tools Group): Global battery-focused outdoor power equipment company with extensive cordless portfolio across multiple voltage platforms. Competes with Masport's battery strategy and is a key bellwether for the cordless transition pace.
Regional players
- AL-KO (AL-KO Gardentech): German manufacturer of mowers, ride-ons, and garden equipment. Comparable product mix and an engine supplier to Masport (AL-KO OHV Series). Operates primarily in Europe but overlaps with Masport on product specifications and commercial-grade positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Masport social profiles
Digital presenceMasport financial estimates
Financial estimateRevenue estimate
Valuation estimate
Masport leadership team
Management profileNumber of profiles
Profiles1 record
Masport funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Masport M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Masport
What does Masport do?
Masport designs, engineers and manufactures outdoor power equipment and lifestyle products from its Auckland, New Zealand base. The portfolio spans petrol, battery and cylinder lawnmowers, ride-on mowers, brushcutters, chainsaws, chippers, cultivators, log splitters, hedge trimmers, blowers, edgers, pressure washers, and barbecues. Masport also distributes Gravely zero-turn mowers in New Zealand and exports to over 40 countries.
Is Masport a public or private company?
Masport is a private company. It is classified as family owned and is currently operating.
When was Masport founded?
Masport was founded in 1910. It employs 51 to 100 people.
Where is Masport based?
Masport is headquartered in Auckland, New Zealand, in the Oceania region.
How does Masport make money?
Four revenue lines are on record. Hardware Sales - Outdoor Power Equipment is the primary driver. The others are hardware Sales - Lifestyle Products, aftermarket Parts and Accessories and distributed Brands (Gravely).
Who are Masport's main competitors?
Direct peers on record are Husqvarna Group, Honda Power Equipment, Toro Company, Briggs & Stratton, Ariens Company and STIHL. John Deere (Lawn & Garden) is listed as a broad incumbent. Emerging players are EGO Power+ and Greenworks (Globe Tools Group). AL-KO (AL-KO Gardentech) is listed as a regional player.
Does Masport have an API?
No public API is recorded for Masport.
What industry is Masport in?
Masport's product category is Outdoor Power Equipment. Its primary akta.pro industry code is CRAIADAH, Outdoor Power Equipment Parts & Service Retail, with a secondary code of CRAOAFAI, Windows, Doors & Millwork Distribution. Its NAICS code is 44423.