Surf Life Saving New Zealand

What Surf Life Saving New Zealand does

Surf Life Saving New Zealand (SLSNZ) is the national association representing 74 affiliated Surf Life Saving Clubs across Aotearoa New Zealand, delivering volunteer-powered beach safety, lifeguard patrols, water safety education, and surf lifesaving sport. In the 2024/2025 season, 4,633 active volunteer lifeguards delivered 285,960 patrol hours across 90+ patrolled locations, performing 304 searches and saving 624 lives, while the Beach Education programme reached 27,000+ children annually and Junior Surf developed approximately 8,000 young people each summer. SLSNZ coordinates search and rescue capability through a National SAR Framework in collaboration with Police, RCCNZ, NEMA, and FENZ, and has rolled out Public Rescue Equipment (PRE) rescue buoys to approximately 150 locations nationwide for bystander rescue beyond patrol season.

The organisation's product platform is centred on the Patrol & Membership Database (PAM), built on Microsoft Dynamics CRM, which functions as the central system of record for member details, awards, memberships, patrols, and incidents across all 74 clubs, supported by a public Member Portal, an online learning suite, the SurfCom radio communications system, a Club Shop for uniforms and training equipment, and TeamUp regional calendars. Core products also include Beach Education, Junior Surf, National Competitions (Aon NZ Surf Lifesaving Championships, bp NZ IRB Championships, Oceans Festival), Search & Rescue services, and the expanding PRE network.

SLSNZ operates as a registered New Zealand charity (CC38280) and not-for-profit, with revenue derived from a hybrid mix: public donations and regular/payroll giving, club membership fees, corporate partnerships and naming rights (Fulton Hogan, BP, Aon, DHL, Toyota Financial Services, KFC, Eta, among others), and government/funder support including ACC project funding for the national PRE rollout, NZ Lottery Grants Board, and the Department of Conservation. The organisation is governed by a Board led by CEO Steve Fisher and serves a diversified beneficiary base spanning general beachgoers, school-age children and families, volunteer members and lifeguards, local councils, and event organisers across New Zealand.

Name

Surf Life Saving New Zealand

Legal name

Surf Life Saving New Zealand Incorporated

Website

https://surflifesaving.org.nz

Company type

Private

Founded year

1900

Operating status

Operating

Headcount range

101–250 employees

Short description

Surf Life Saving New Zealand is the national charity coordinating 74 affiliated clubs and 4,633 volunteer lifeguards who patrol 90+ beaches, deliver Beach Education to 27,000+ children annually, and run search-and-rescue, sport, and training programmes across Aotearoa.

Ownership category

akta.pro rank

Product category

Beach Safety and Lifesaving Services

NAICS

Emergency and Other Relief Services (624230)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Social Services (8300)

akta.pro primary industry

Lifeguard, Water Rescue & Aquatic Safety Training (EDAOAMAJ)

Keywords

• Beach safety services
• Lifeguard training
• Water safety education
• Search and rescue
• Drowning prevention

Headquarters

HQ city

Lower Hutt City

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations and Fundraising: SLSNZ is a charity relying on public donations to reduce beach drownings. The organization runs regular giving, payroll giving, and fundraising campaigns. Donation enquiries line: 0800 33 55 66.
2. Corporate Partnerships and Sponsorship: Major partnerships with companies including BP, Fulton Hogan, DHL, Toyota Financial Services, Aon, KFC, Eta, and others provide financial support, in-kind contributions, and naming rights to various programmes and events.
3. Club Membership Fees: Members pay membership fees to join surf life saving clubs and SLSNZ. The membership application form references payment of membership fees as part of joining.
4. Government and Funder Support: SLSNZ receives funding support from government bodies and funders including ACC (for PRE installation), NZ Lottery Grants Board, and Department of Conservation. Fulton Hogan has a 10-year DOC sponsorship.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Surf Life Saving New Zealand (SLSNZ) coordinates a national network of 74 affiliated surf lifesaving clubs that provide volunteer lifeguard patrols at 90+ patrolled beach locations across New Zealand. The organization also delivers lifeguard training and certification, junior surf programmes, beach safety education in schools and communities, search and rescue operations, national competitions, and operates a Public Rescue Equipment (PRE) network extending emergency response capability beyond the summer patrol season.

Product overview

Surf Life Saving New Zealand operates a multi-product platform centered on beach safety and lifesaving services. The core offerings include the Patrol & Membership Database (PAM) - a central CRM/database system for member and patrol management - and the Member Portal for individual member access. Supporting products include the Junior Surf Programme for youth development, Online Learning Modules for training, Beach Education Programme for water safety education, Public Rescue Equipment (PRE) national rollout, and Search & Rescue services. Additional offerings include Club Shop for equipment purchasing, SurfCom communication systems, National Competition management, and a comprehensive Club Management Suite covering administration, governance, and health & safety. The platform is complemented by the Fulton Hogan Beach Education partnership and regional activity calendars via TeamUp.

Differentiator

Problem solved

Functional benefit

Products and services

• Junior Surf Programme
• Beach Education Programme
• Surf Lifeguard Award and Lifeguard Training
• IRB (Inflatable Rescue Boat) Driver Training
• Search and Rescue (SAR) Operations
• National Lifesaving Championships and Competitions
• Public Rescue Equipment (PRE) Network
• SLSNZ Club Shop

Quantifiable outcome

• 285,960 patrol hours delivered in 2024/2025 season
• +4 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

18 partnerships are on record, tiered core and minor.

• Fulton HogancoreStrategic or Co-development Partner · 24 June 2026Major partner from 1 July 2026, with naming rights to Fulton Hogan Surf Lifesaving Beach Education programme and presenting partner for Fulton Hogan Oceans Festival of Junior Surf Lifesaving. Will help equip 27,000+ children annually with water safety skills and support 2,000+ junior competitors. Fulton Hogan is a major infrastructure company with 10,300+ team members across NZ and Australia, with an existing 10-year DOC sponsorship.
• BPcoreStrategic or Co-development PartnerMajor partner of SLSNZ, with naming rights for bp Rescue of the Year awards and bp NZ IRB Championships. Supports search and rescue and powercraft contribution awards.
• AoncoreStrategic or Co-development PartnerMajor partner and naming rights sponsor for Aon NZ Surf Lifesaving Championships. Funded PRE installation at surf clubs nationwide. CEO Melissa Cantell stated support focuses on resilient communities and beach safety.
• DHLcoreStrategic or Co-development PartnerMajor partner supporting surf lifesaving operations. Sponsors DHL Surf Lifeguard of the Year and DHL U19 Surf Lifeguard of the Year awards.
• Toyota Financial ServicescoreStrategic or Co-development PartnerMajor partner sponsoring Toyota Financial Services Coach of the Year and Toyota Financial Services Sportsperson of the Year awards at regional and national awards.
• KFCminorGTM or Marketing PartnerNaming rights and presenting partner for SLSNZ events and programmes.
• EtaminorGTM or Marketing PartnerNaming rights and presenting partner for SLSNZ events.
• Bed Bath and BeyondminorGTM or Marketing PartnerNaming rights and presenting partner for SLSNZ events.
• DuluxminorGTM or Marketing PartnerCommunity partner supporting surf lifesaving initiatives.
• 30 SecondsminorGTM or Marketing PartnerCommunity partner supporting surf lifesaving initiatives.
• Dirty Dog EyewearminorGTM or Marketing PartnerCommunity partner and Sunscreen Partner with dedicated partner page on SLSNZ website.
• BrandtminorGTM or Marketing PartnerCommunity partner supporting surf lifesaving.
• NZ UniformsminorGTM or Marketing PartnerCommunity partner supplying uniforms for SLSNZ clubs.
• GO MediaminorGTM or Marketing PartnerMedia partner for SLSNZ communications and coverage.
• Cartel MediaminorGTM or Marketing PartnerMedia partner for SLSNZ communications and coverage.
• Drowning Prevention Aotearoa (DPA)minorStrategic or Co-development PartnerCollaboration on PRE installation at unpatrolled coastline locations and inland waterways, supporting broader drowning prevention efforts.
• NEMA (National Emergency Management Agency)minorStrategic or Co-development PartnerGovernment agency partner participating in SAR Leaders Forum and wider search and rescue coordination.
• FENZ (Fire and Emergency New Zealand)minorStrategic or Co-development PartnerEmergency services partner in search and rescue operations and sector collaboration.

Scale indicators8 records

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• American Red Cross (Aquatic Services): US humanitarian organisation offering lifeguard certification, swim lessons, and water safety education as part of a broader portfolio. Overlaps with SLSNZ on aquatic safety training but operates a much wider mission.
• International Life Saving Federation: Global umbrella body for lifesaving organisations, of which SLSNZ is a member. Operates as a broader coordinating incumbent rather than a direct service competitor.

Direct peers

• Lifesaving Society Canada: Canadian water safety charity providing lifeguard certification, swim training, and drowning prevention education. Comparable in training/credentialing focus and volunteer education model.
• Royal Life Saving Society UK: UK water safety charity delivering lifeguard training, water-safety education, and drowning prevention. Comparable mission, training programmes, and membership-based operating model.
• Drowning Prevention Aotearoa: NZ drowning-prevention collaboration working on unpatrolled coastline and inland waterways. Listed as an active SLSNZ partner (PRE installations) and direct peer in drowning-prevention mandate.
• Water Safety New Zealand: National drowning prevention agency in New Zealand, coordinating water-safety efforts across providers. Direct peer in NZ water-safety mission and overlapping partnership/government relationships.
• Coastguard New Zealand: NZ volunteer maritime safety organisation delivering boating safety and coastal search and rescue. Direct peer in NZ volunteer-powered marine safety and SAR coordination.
• Surf Life Saving Australia: Australian national association for surf lifesaving with affiliated clubs, volunteer lifeguards, beach patrols, and surf sport competitions. Closest direct peer in mission, structure, and operating model.
• Surf Life Saving Great Britain: British national surf lifesaving association delivering beach patrols, lifeguard training, and competitions. Direct peer in surf-specific lifesaving delivery and club network structure.
• Royal Life Saving Society Australia: Australian organisation focused on water safety education, swim training, and drowning prevention with affiliated branches. Comparable in aquatic safety training and community education delivery.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/slsnz
• YouTubeyoutube.com/channel/UC8_sAC1IXaYZcENqh2EdmLQ?view_as=subscriber
• Facebookfacebook.com/surflifesaving
• Instagraminstagram.com/surflifesavingnz

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Surf Life Saving New Zealand