AdventureMark
AdventureMark, a trading name of New Zealand-based Integra Limited, is a JAS-ANZ accredited safety certification body auditing 200+ adventure tourism operators against ISO 21101 and NZ regulatory standards.
- Company typePrivate
- Founded2012
- HeadquartersTaupo, New Zealand
- Headcount11–50
- GTM typeB2B
- OfferingServices
What AdventureMark does
AdventureMark is a New Zealand-based adventure activity safety certification body operating as a trading name of Integra Limited, founded in 2004 and pivoted to adventure safety under founder Hemi Morete in 2012. Headquartered in Taupo with a secondary office in Havelock North, the company delivers third-party safety audits and certifications to more than 200 adventure tourism operators across New Zealand.
The product portfolio centres on three AdventureMark tiers: AdventureMark Blue (JAS-ANZ accredited, aligned with NZ regulations and WorkSafe NZ recognition), AdventureMark Green (ISO 21101:2014-aligned for international markets), and AdventureMark White (Department of Conservation concession auditing). Adjacent service lines include a Schools/EOTC Audit Programme targeting education outside the classroom and an Event Safety Certification for one-off events. Audits are delivered by 14+ qualified auditors within a total headcount of 11-50 staff, blending physical inspection with documentation review against recognised standards.
Revenue mechanics follow a professional services certification model: operators pay for an initial certification audit and recurring annual surveillance reviews, with cross-sell into adjacent verticals such as education and events. The business is privately held and founder-led, with no public funding events disclosed, and pricing is not publicly disclosed. Its competitive position rests on JAS-ANZ accreditation and WorkSafe NZ approval, which together create structural barriers for any competing entrant.
AdventureMark firmographics
Firmographics- Name
- AdventureMark
- Legal name
- Integra Limited
- Website
- https://adventuremark.co.nz
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- AdventureMark, a trading name of New Zealand-based Integra Limited, is a JAS-ANZ accredited safety certification body auditing 200+ adventure tourism operators against ISO 21101 and NZ regulatory standards.
- Ownership category
- akta.pro rank
AdventureMark industry classification
Industry- Product category
- Adventure Safety Certification
- NAICS
- Tour Operators (56152)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Safety, Permitting & Logistics Support Services (Trip Leaders, Route Planning, Rescue Support) (THAAALAL)
Keywords
Where AdventureMark is headquartered
LocationHeadquarters
- HQ city
- Taupo
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
AdventureMark business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Certification Auditing Services: AdventureMark provides safety audit certification services to adventure activity operators. The certification process includes document review, onsite evaluation, and ongoing surveillance. Operators pay for initial certification audits and annual surveillance reviews to maintain their certification and WorkSafe NZ registration.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
AdventureMark product offering
Product offeringCore offering
AdventureMark provides safety audit and certification services for adventure activity operators. Operators engage AdventureMark to have their Safety Management Systems audited against the Safety Management System Requirements standard (Blue), ISO 21101:2014 (Green), or Department of Conservation concession requirements (White), with additional tailored audits for schools/EOTC programmes and major events. Certification enables NZ operators to register with WorkSafe NZ as authorized adventure activity operators.
Product overview
AdventureMark is New Zealand's largest adventure certification body providing safety audit and certification services for adventure activity operators. The company offers three main certification tiers: AdventureMark™ Blue (JAS-ANZ accredited certification for NZ adventure activity operators under WorkSafe NZ approval), AdventureMark™ Green (international operators certification against ISO 21101:2014), and AdventureMark™ White (Department of Conservation concession compliance). Additional services include Schools/EOTC outdoor education safety audits and Event Safety Certification. The company works with over 200 operators throughout New Zealand and internationally, delivering auditing services through a team of experienced auditors with backgrounds in outdoor operations and risk management.
Differentiator
Problem solved
Functional benefit
Brands
- AdventureMark™ Blue: Certification that an operator's SMS conforms with the Safety Management System Requirements for adventure activity operators. JAS-ANZ accredited and WorkSafe NZ approved certification under the New Zealand Adventure Activities Certification Scheme.
- AdventureMark™ Green
- AdventureMark™ White
Products and services
- AdventureMark™ Blue Certification JAS-ANZ accredited certification demonstrating that an operator's Safety Management System complies with the Safety Management System Requirements for adventure activity operators. Enables registration with WorkSafe NZ as an authorized adventure activity operator under the NZ Adventure Activities Certification Scheme. Intended for NZ-based adventure tourism operators.
- AdventureMark™ Green Certification Certification against ISO 21101:2014 Adventure Tourism Safety standard for international adventure operators or those seeking certification for activities not subject to the NZ Adventure Activity Regulations. Demonstrates internationally recognized safety compliance.
- AdventureMark™ White Certification Certification for operators providing activities on Department of Conservation land, demonstrating that safety documentation conforms with WorkSafe's Safety Management System Requirements for DoC concession compliance.
- Schools / EOTC Outdoor Education Safety Audit Tailored safety audit services for schools and Education Outside the Classroom (EOTC) activities, including outdoor education safety audits based on an Adventure Activity Audit Standard adapted for educational settings and meeting Health and Safety at Work Act 2015 requirements.
- Event Safety Certification Health and safety certification for major events based on ISO 21001 requirements, including comprehensive documentation review and on-site evaluation by a specialist events audit team. Designed for organizers of major adventure events requiring robust safety management systems.
- Adventure Safety Audit Comprehensive safety audit service demonstrating that an adventure activity operator's Safety Management System complies with relevant standards, including document review and onsite evaluation by experienced auditors.
Companies that use AdventureMark
Customer profileNamed customers10 records
Segments5 records
Ideal customer profiles5 records
AdventureMark technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
AdventureMark partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- JAS-ANZ (Joint Accreditation System of Australia and New Zealand)coreJAS-ANZ is the accreditation body that provides independent verification that AdventureMark's certification processes meet international standards. As an accredited certification body, AdventureMark undergoes regular assessment by JAS-ANZ to maintain its accreditation status.
- WorkSafe New ZealandcoreWorkSafe NZ is the regulatory body that approves AdventureMark as a Certification Body under the New Zealand Adventure Activities Certification Scheme. WorkSafe NZ processes operator registrations based on AdventureMark's certification decisions.
- Department of ConservationcoreThe Department of Conservation requires operators on DoC land to meet safety documentation requirements as part of their concession process. AdventureMark White certification demonstrates compliance with DoC concession requirements for safety management systems.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
AdventureMark competitors and assessment
Company assessmentBroad incumbents
- SGS: One of the world's largest testing, inspection, and certification companies, offering ISO-based safety and quality certifications across tourism and recreation. Comparable to AdventureMark in accreditation-led certification services, though SGS operates across all industries and is not specialised in adventure tourism.
- LRQA (Lloyd's Register Quality Assurance): Global certification body issuing ISO 21101 and ISO 45001 certifications across multiple geographies. Comparable to AdventureMark as an accredited certifier competing for adventure tourism operator mandates in international markets.
- Intertek: Global assurance and certification company offering ISO and sector-specific safety certifications. Comparable to AdventureMark as a JAS-ANZ-style accredited certification body, though operating at much larger scale and across many industries beyond adventure tourism.
- Bureau Veritas: Global certification body operating across industry verticals including tourism, leisure, and safety management systems. Comparable to AdventureMark as a JAS-ANZ-equivalent international certifier that issues ISO 21101 and related safety certifications, though at vastly greater scale and breadth.
- DNV: International certification body offering management system certifications including those relevant to tourism and recreation operators. Comparable to AdventureMark as an accreditation-driven certification provider, though DNV is broader in scope and not specialised in the adventure activity segment.
- TÜV SÜD: Global certification body providing ISO 21101 and tourism safety certifications across multiple geographies. Comparable to AdventureMark as a competing certifier in the international adventure safety market, with broader geographic footprint but less domain specialisation in adventure operations.
Regional players
- AsureQuality: New Zealand-based certification and assurance body operating across food, primary industries, and broader assurance. Comparable to AdventureMark as a NZ-headquartered accredited certification provider, though AsureQuality is not specialised in adventure activity safety.
Others
- Skills Active Aotearoa: NZ industry training organisation for sport, recreation, and outdoor adventure. Comparable as a sector workforce and standards body referenced by AdventureMark's auditors (Stu Dearlove and Sam Russek are Skills Active assessors), though it operates in qualification/training rather than certification auditing.
- New Zealand Outdoor Instructors Association (NZOIA): NZ-based outdoor safety and qualification body that trains and assesses outdoor instructors — overlapping with AdventureMark's auditor pool and serving many of the same operators. Comparable as a regional outdoor safety standards organisation, though NZOIA is an industry association rather than a certification body.
- Tourism Industry Aotearoa: NZ tourism industry association representing the broader tourism sector. Comparable as a NZ adventure tourism ecosystem participant referenced by AdventureMark's own team (Stu Allan previously was Adventure and Outdoor Project Leader at TIA), though it is an industry body rather than a direct certification competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
AdventureMark social profiles
Digital presenceAdventureMark compliance and trust
Trust signalCompliance4 records
AdventureMark financial estimates
Financial estimateRevenue estimate
Valuation estimate
AdventureMark leadership team
Management profileNumber of profiles
Profiles14 records
AdventureMark funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AdventureMark 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 AdventureMark
What does AdventureMark do?
AdventureMark provides safety audit and certification services for adventure activity operators. Operators engage AdventureMark to have their Safety Management Systems audited against the Safety Management System Requirements standard (Blue), ISO 21101:2014 (Green), or Department of Conservation concession requirements (White), with additional tailored audits for schools/EOTC programmes and major events. Certification enables NZ operators to register with WorkSafe NZ as authorized adventure activity operators.
Is AdventureMark a public or private company?
AdventureMark is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was AdventureMark founded?
AdventureMark was founded in 2012. It employs 11 to 50 people.
Where is AdventureMark based?
AdventureMark is headquartered in Taupo, New Zealand, in the Oceania region.
How does AdventureMark make money?
One revenue line is on record: certification Auditing Services.
Who are AdventureMark's main competitors?
Broad incumbents on record are SGS, LRQA (Lloyd's Register Quality Assurance), Intertek, Bureau Veritas, DNV and TÜV SÜD. AsureQuality is listed as a regional player. Others are Skills Active Aotearoa, New Zealand Outdoor Instructors Association (NZOIA) and Tourism Industry Aotearoa.
Does AdventureMark have an API?
No public API is recorded for AdventureMark.
What industry is AdventureMark in?
AdventureMark's product category is Adventure Safety Certification. Its primary akta.pro industry code is THAAALAL, Safety, Permitting & Logistics Support Services (Trip Leaders, Route Planning, Rescue Support). Its NAICS code is 56152 and its SIC code is 7900.