Prime Fluid Management

What Prime Fluid Management does

Prime Fluid Management (legally Prime Pump Limited) is a New Zealand-based fluid management solutions provider founded approximately in 2004, headquartered in Greymouth with five additional offices across Auckland, Tauranga, Hawkes Bay, Wellington, and Christchurch. The company distributes, hires, services, and project-manages industrial pumping and water treatment equipment from more than ten international brands, including BBA, Bosman, Crest, Dragflow, Grindex, GVR, Hidrostal, SlurryPro, Travaini, Varisco, and Wangen, holding exclusive New Zealand distribution rights for Varisco. Its product portfolio spans auto-prime centrifugal pumps, submersibles, progressive cavity pumps, fish-friendly mixed-flow pumps, dredges, lamella clarifiers, and flood response trailer units, organized across seven solution categories: dewatering/bypass/sewage, sludge and slurry, water treatment, stormwater, wastewater treatment, effluent management, and industrial applications.

The company serves civil construction, municipal/council, quarrying and mining, agricultural, and industrial customers through four revenue streams: equipment hire (short- and long-term rental with nationwide delivery and wet hire options), direct equipment sales, genuine parts supply and authorized servicing with locally held wear-parts inventory, and project delivery covering planning, design, installation, commissioning, and on-site training. Pricing is quote-based and not publicly disclosed, with minimum hire periods and full-day billing structures. Sales are conducted through an enterprise field sales team including a Sales Team Leader, two Sales Engineers, a Sales Manager, and Hire Account Management personnel, targeting councils, consultants, and civil contractors.

Differentiators include independently verified fish mortality rates below 2% for Bosman Vision pumps, 66% reduced maintenance and $23,000+ cost savings over 30,000 hours for PT DriveOn piston pumps, a 100% solar-powered portable lamella clarifier, and 20+ years of New Zealand market experience. Customer references span government emergency flood response (Hawkes Bay Regional Council), major civil contractors (Brian Perry Civil, McConnell Dowell, Southern Sprite), waste management operators (Veolia NZ), and industrial users (Resin & Wax Holdings). Prime Fluid Management is privately held with no disclosed funding rounds, parent company, or institutional investors.

Name

Prime Fluid Management

Legal name

Prime Pump Limited

Website

https://primefluid.co.nz

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Prime Fluid Management is a New Zealand fluid management solutions provider distributing, hiring, and servicing pumps and water treatment equipment from 10+ international brands, serving civil, municipal, mining, agricultural, and industrial sectors across six nationwide offices.

Ownership category

akta.pro rank

Product category

Fluid Management Equipment

NAICS

Pump and Compressor Manufacturing (33391), Fluid Power Pump and Motor Manufacturing (333996), Water Supply and Irrigation Systems (22131)

SIC

Pumps & Pumping Equipment (3561), General Industrial Machinery & Equipment (3560)

akta.pro primary industry

Slurry, Dewatering & Process Pumps (Pumps, Valves, Piping for Mine/Plant) (IMAKANAI)

akta.pro secondary industries

Filtration, Condition Monitoring & Fluid Management (Filters, Breathers, Oil Analysis, Cooling) (IMAHAGAL), Raw Water Conveyance & Transmission (Aqueducts, Mains, Pumping Stations) (EUANAAAB), Hydraulic Components (Pumps, Motors, Cylinders) (IMAHAGAA)

Keywords

• Fluid management solutions
• Pump distribution services
• Dewatering equipment hire
• Wastewater pumping systems
• Industrial pump supply

Headquarters

HQ city

Greymouth

HQ country

New Zealand

HQ region

Oceania

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Equipment Hire: Short-term and long-term rental of pumping equipment for dewatering, bypass, flood response and other fluid management applications. Minimum hire periods apply.
2. Equipment Sales: Direct sales of pumps and fluid management equipment across multiple brands including BBA, Varisco, Dragflow, Wangen, and others.
3. Parts and Servicing: Supply of genuine parts and authorized pump servicing available nationwide. Common wear parts held in stock in New Zealand.
4. Project Delivery: Planning, design and delivery of large-scale fluid management projects including installation, commissioning, and on-site training.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Prime Fluid Management distributes and services fluid management equipment for civil, municipal, mining, agricultural and industrial customers across New Zealand. The company supplies pumps, dredges, water treatment and stormwater systems from multiple international brands, offers nationwide equipment hire, delivers custom project design and installation, and provides genuine parts plus authorized servicing. It operates from six New Zealand office locations with a direct field sales team and dedicated hire account management.

Product overview

Prime Fluid Management is a New Zealand-based provider of fluid management solutions offering a comprehensive portfolio of industrial pumps, equipment, and services. The company represents multiple international pump brands (BBA Pumps, Bosman, Crest, Dragflow, Grindex, GVR, Hidrostal, SlurryPro, Travaini, Varisco, Wangen) across seven solution categories: Dewatering/Bypass/Sewage, Sludge/Slurry, Water Treatment, Stormwater, Wastewater Treatment, Effluent Management, and Industrial. Core products include auto-prime centrifugal pumps, submersibles, progressive cavity pumps, fish-friendly mixed-flow pumps, dredges, and mobile water treatment systems. The company provides equipment for hire and purchase, along with genuine parts, servicing, and project delivery services to civil, quarrying, mining, infrastructure, agricultural, and industrial sectors across New Zealand.

Differentiator

Problem solved

Functional benefit

Products and services

• Pump Hire Services Short-term and long-term equipment hire of dewatering, bypass, flood response and slurry pumps, generators, pipes, hoses and accessories delivered nationwide across New Zealand. Minimum hire periods apply and hire charges run from time equipment leaves the premises until returned; full-day hire charged regardless of actual usage unless special prior written arrangements are made. Wet hire with operator is available.
• Equipment Sales Direct sales of pumps and fluid management equipment from multiple international brands (BBA Pumps, Varisco, Dragflow, Wangen, Bosman, Crest, Grindex, GVR, Hidrostal, SlurryPro, Travaini and others). Sales team includes Sales Team Leader, Sales Engineers and Sales Manager handling enquiries through phone hotline 0800 482 747 and email. Prime is the exclusive New Zealand distributor for Varisco pumps with significant local stock up to 6 inches.
• Parts and Servicing Supply of genuine spare parts and authorized pump servicing available nationwide across New Zealand. Common wear parts are held in stock locally to reduce downtime, with support from the Hire Account Management team.
• Project Delivery Planning, design and delivery of large-scale fluid management projects including installation, commissioning and on-site training. Covers end-to-end project execution for civil, municipal and industrial applications.
• Envirohub Lamella Clarifier 100% solar-powered, portable lamella clarifier tank system for managing silt, oils and hydrocarbons to meet discharge compliance. Occupies just 10% of the footprint of an equivalent settling pond. Sold as a packaged water treatment solution.
• Flood Response Trailer Units Custom-built flood response trailers designed for safe storage and rapid deployment of BBA BA150 and BA180 auto-prime pumps, pipes and couplings. Engineered for rugged use by municipal and civil customers.

Quantifiable outcome

• Fish mortality rate below 2% (independently verified) for Bosman Vision pumps
• +4 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

15 partnerships are on record, tiered core and regular.

• Bosman WatermanagementcoreTechnology or IntegrationPrime Fluid Management has partnered with Dutch supplier Bosman Watermanagement to deliver fish-friendly flood control pumps to New Zealand. The Bosman Vision Series pumps feature mixed-flow design with single-blade impeller achieving <2% fish mortality. Partner since at least 2024.
• BBA PumpscoreTechnology or IntegrationPrime Fluid Management has partnered with Dutch supplier BBA Pumps to provide portable pumps, piping systems and flood control technology tailored for New Zealand conditions. BBA BA Series pumps are a core product line for dewatering, bypass, and flood response applications.
• VariscocoreChannel Partner/ Reseller/ DistributorPrime Fluid Management is the exclusive New Zealand distributor for Varisco pumps, holding significant local stock of pumps (up to 6 inches) and genuine spare parts. Varisco pumps include J-series self-priming centrifugal pumps for industrial applications.
• DragflowcoreChannel Partner/ Reseller/ DistributorDragflow is a key brand partner providing portable dredge technology including dredge pumps, mini dredges, and remote-controlled dredging solutions. Products are suited to New Zealand's challenging and often remote site environments.
• WangencoreChannel Partner/ Reseller/ DistributorWangen is a brand partner providing progressive cavity pumps including KL-S series, X-LIFT, KB dosing pumps, and hygienic pumps. Known for low maintenance and dependability in effluent and industrial applications.
• GrindexregularChannel Partner/ Reseller/ DistributorGrindex provides rugged, lightweight, run-dry electric submersible pumps for drainage applications. Products include Handy Submersibles, Drainage Submersibles, and INOX stainless steel variants.
• HidrostalregularChannel Partner/ Reseller/ DistributorHidrostal provides portable solids-handling pumps and screw impeller pumps for wastewater applications including compact pumps, immersible pumps, bearing frame pumps, and PreroClean pump systems.
• SlurryProregularChannel Partner/ Reseller/ DistributorSlurryPro provides heavy-duty horizontal and vertical slurry pumps designed for maximum wear life and minimal downtime in abrasive applications. Includes award-winning sliding base for safer, faster maintenance.
• TravainiregularChannel Partner/ Reseller/ DistributorTravaini provides multistage self-priming centrifugal pumps, liquid ring vacuum pumps, and hot oil/water centrifugal pumps for various industrial applications.
• GVRregularChannel Partner/ Reseller/ DistributorGVR provides external gear pumps for transferring medium-high viscosity fluids including APF, BMF, BCF, BFC, and B-series bare shaft gear pumps.
• CrestregularChannel Partner/ Reseller/ DistributorCrest provides chemical-resistant plastic pumps including ECC/EOV horizontal end suction, vertical immersion pumps, PPM multistage, and CSS/VSL series vertical immersion pumps.
• SIHIregularChannel Partner/ Reseller/ DistributorSIHI provides side channel pumps, liquid ring vacuum pumps, hot oil/water pumps, and multistage centrifugal pumps for industrial processing applications.
• AssomaregularChannel Partner/ Reseller/ DistributorAssoma provides seal-less plastic mag-drive pumps for safe handling of corrosive chemicals including AM, AMX, AVF-X, AMXI, AMA, and AME series.
• LJMregularChannel Partner/ Reseller/ DistributorLJM (Lind Jensen) provides wastewater submersible cutter pumps, stirrers, and agricultural slurry pumps including TPA-series dry mounted slurry pumps and OMPG-series geared stirrers.
• SolidsProregularChannel Partner/ Reseller/ DistributorSolidsPro provides vortex submersibles and stirrers designed to resist clogging and prevent sedimentation in waste liquids. Features recessed impellers with large free passage.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• KSB: KSB is a German global manufacturer of pumps, valves, and related systems serving water/wastewater, energy, mining, and industrial process markets. Competes with Prime's distributed brands across similar municipal and industrial fluid handling applications.
• Flowserve: Flowserve is a US-based global manufacturer of pumps, valves, seals, and automation for power, oil & gas, chemical, and water applications. Overlaps with Prime's industrial, mining, and wastewater pump offerings.
• Xylem: Xylem is a global leader in water technology and pumps, serving municipal, industrial, and commercial customers with a broad portfolio that overlaps significantly with Prime's product range. Competes indirectly via direct sales and other distribution channels across the same NZ end markets.
• Sulzer: Sulzer is a Swiss-headquartered global manufacturer of pumps, mixers, and related rotating equipment serving water, wastewater, and industrial markets. A principal-level peer whose products compete head-to-head with several of the brands Prime distributes.
• Grundfos: Grundfos is a Danish global pump manufacturer with a broad range of centrifugal and submersible pumps serving water utility, industrial, and building services customers. Competes with Prime's distributed brands across municipal and industrial applications.
• Atlas Copco: Atlas Copco is a Swedish global industrial group with a Power and Flow division offering pumps, generators, and dewatering equipment serving mining, construction, and municipal markets. Competes in adjacent pump hire and dewatering segments.
• Ebara Corporation: Ebara is a Japanese global manufacturer of pumps, fluid handling systems, and turbomachinery serving water infrastructure, industrial processes, and building services. Competes in industrial pump markets overlapping with Prime's portfolio.

Direct peers

• Hydroflow: Hydroflow is a New Zealand-based distributor of fluid handling and pumping equipment serving industrial, municipal, and agricultural customers. Closely comparable to Prime Fluid Management as a domestic pump and fluid equipment specialist with hire/sales/service capabilities in the same end markets.
• Allight Primemovers: Allight Primemovers is an Australia- and New Zealand-focused supplier of mobile pumping, lighting, and power generation equipment, including a dedicated pump hire fleet serving mining, construction, and municipal customers. Comparable business model combining rental and direct equipment sales to similar civil/infrastructure end users.

Others

• Veolia: Veolia is a global environmental services company operating water and wastewater treatment services and supplying related equipment. Listed as a Prime customer (Veolia NZ for wastewater pump hire), Veolia is also a broader ecosystem participant whose direct operations intersect with Prime's customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/prime-pump-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Prime Fluid Management