Phoenix FirePumps
Phoenix FirePumps hand-builds portable gasoline, diesel, marine and battery-electric fire pumps from Tikokino, New Zealand, serving fire brigades (90%), shipping and oil companies (10%) across more than 25 countries via regional distributors and direct enterprise sales.
- Company typePrivate
- Founded2001
- HeadquartersTikokino, New Zealand
- Headcount1–10
- GTM typeB2B
- OfferingHardware or Manufacturing
What Phoenix FirePumps does
Phoenix FirePumps is a privately held New Zealand manufacturer of portable fire pumps, founded and led by Mike Harrison and operating under the parent entity Vortex Holdings Ltd. The company designs and hand-builds gasoline-driven, diesel, marine and — most recently — battery-electric portable pumps from its headquarters and manufacturing site in Tikokino, Central Hawke's Bay, producing approximately 150 units per year with selected SKUs priced up to $20,000. Its core product technology combines proprietary pump-end designs in marine-grade aluminium and LG2 bronze with Briggs & Stratton Vanguard V-Twin EFI engines, dry-running rotary vane primers, a hybrid cooling system rated to 50°C ambient operation, and a multifunction digital control panel; the Elettro FS12 is positioned as the world's first battery-electric portable fire pump (72V BLDC motor).
The business model is pure hardware sales with no recurring revenue component. Approximately 90% of output is sold to fire brigades globally and 10% to shipping and oil companies including Shell Nigeria. Go-to-market is overwhelmingly channel-driven: ten named regional distributors cover New Zealand, the UK, the Netherlands, Indonesia, Korea, China, India, Singapore, Nigeria and South Africa, with named end-customer relationships in over 25 countries. Sales are generated through trade-show presence (e.g., China Fire 2017), on-site product demonstrations run by the CEO, and word-of-mouth referrals, supplemented by an Angus Fire white-label arrangement that exports Phoenix-built pumps under the Angus brand in geographies Angus does not directly serve.
The company operates with roughly three employees, contracting casting and assembly for large orders to engineering firms in Hawke's Bay, and holds ISO9001:2015 quality certification. Stated revenue growth is approximately 30% year-on-year. AI/ML and software-platform components are not part of the offering, and the company is founder-controlled with no evidence of institutional or external equity investment.
Phoenix FirePumps firmographics
Firmographics- Name
- Phoenix FirePumps
- Legal name
- Phoenix Firepumps
- Website
- https://firepumps.co.nz
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Phoenix FirePumps hand-builds portable gasoline, diesel, marine and battery-electric fire pumps from Tikokino, New Zealand, serving fire brigades (90%), shipping and oil companies (10%) across more than 25 countries via regional distributors and direct enterprise sales.
- Ownership category
- akta.pro rank
Phoenix FirePumps industry classification
Industry- Product category
- Portable Fire Pumps
- NAICS
- Pump and Compressor Manufacturing (33391)
- SIC
- Pumps & Pumping Equipment (3561)
- akta.pro primary industry
- Pump & Compressor Packages (Skids, Booster Sets) (IMAHANAG)
- akta.pro secondary industry
- Centrifugal Pumps (IMAHANAA)
Keywords
Where Phoenix FirePumps is headquartered
LocationHeadquarters
- HQ city
- Tikokino
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
Phoenix FirePumps business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales
Revenue model
- Fire Pump Hardware Sales: Phoenix Firepumps generates revenue through the manufacture and sale of portable fire pumps. The company makes approximately 150 pumps per year, with some pumps worth up to $20,000. All pumps are hand-built. Revenue is derived from one-time hardware purchases with no recurring revenue model mentioned.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Multi-year contract | Custom and standard portable fire pump models |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
Phoenix FirePumps product offering
Product offeringCore offering
Phoenix FirePumps manufactures and sells portable gasoline-driven, diesel, marine, and battery-electric fire pumps for emergency response and fire service use. The company hand-builds approximately 150 pumps per year, offering four product categories (Gasoline Driven Pumps, Diesel Pumps, Marine Pumps, and Battery Electric Pumps) for fire brigades, defence forces, oil companies, and shipping operators in over 25 countries.
Product overview
Phoenix FirePumps manufactures a comprehensive range of portable fire pumps across four product categories: Gasoline Driven Pumps (MAXFLO 18, SUPAJET 18 AE, SUPAJET 23 ARV, SUPAJET 1400 EFI) featuring Briggs & Stratton Vanguard engines; Diesel Pumps (D600 AE, D2000 AE) for land-based operations; Marine Pumps (D600 LG2, D2000 LG2) with LG2 Bronze construction for salt water environments; and the innovative Elettro FS12 battery electric pump representing the world's first electric portable fire pump. The portfolio serves emergency services, defence forces, and oil companies worldwide, delivering high performance fire fighting and water transfer capabilities from lightweight portable units to large high-capacity systems.
Differentiator
Problem solved
Functional benefit
Products and services
- MAXFLO 18 A lightweight gasoline-driven portable fire pump designed for high performance and ease of use.
- SUPAJET 18 AE An 18HP ultra-tough and reliable lightweight gasoline pump with stainless steel control panel and exhaust primer system.
- SUPAJET 23 ARV A 23HP workhorse gasoline pump featuring dry-running rotary vane primer, water-cooled oil cooler, and convenient integrated fuel gauge.
- SUPAJET 1400 EFI A 40HP electronically fuel injected portable fire pump with Hybrid Cooling Engine System and revolutionary multifunction digital display panel.
- D600 AE Diesel Pump A portable diesel fire pump with marine grade aluminium alloy pump end, combining high pressure fire fighting with water transfer capabilities.
- D2000 AE Diesel Pump A large diesel portable fire pump combining high pressure fire fighting performance with large water transfer properties, delivering 2000 litre/minute at 7 bar.
- D600 LG2 Marine Pump A diesel marine fire pump with LG2 Bronze pump end for salt water use, featuring corrosion resistant construction.
- D2000 LG2 Marine Pump A large diesel portable marine fire pump combining high pressure fire fighting performance with large water transfer, featuring LG2 Bronze pump end for salt water use.
- Elettro FS12 High Pressure Pump The world's first battery electric portable fire pump with 72V BLDC motor, delivering whisper quiet zero-emission operation with multi-stage high pressure performance.
Quantifiable outcome
- Annual production of 150 hand-built pumps with 30% growth rate
- +4 more outcomes
Companies that use Phoenix FirePumps
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
Phoenix FirePumps technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Phoenix FirePumps partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered regional, flagship and core.
- Phillips & Smith LimitedregionalNew Zealand distributor located at 10 Akatea Road, Glendene, Auckland. Represents Phoenix Firepumps products in the domestic New Zealand market.
- Emergency One (UK) Ltd / Clan Tools & Plant LtdregionalUK distributor located at Block 3A Caponacre Industrial Estate, Cumnock, Ayrshire, Scotland. Primary UK distribution partner for Phoenix Firepumps products.
- Hobrand AlgebraregionalEuropean distributor based at Morsestraat 17, Tiel, The Netherlands. Represents Phoenix Firepumps across European markets.
- PT. Uno Mandiri PrimaregionalIndonesian distributor located at JL. Margonda Raya no.23F, Depok, Jawa Barat, Indonesia. One of the key growing markets for Phoenix Firepumps.
- HydrofastregionalKorean distributor based at 21315 Woolim Lion's Valley C-610, Bupyeongdaero 283, Bupyeong-Gu, Incheon, Korea.
- Harctec Technology Co., LtdregionalPeoples Republic of China distributor located at Room B309, No.1 Jiuxianqiaodong Road, Chaoyang District, Beijing. Jackie Song represents the company. Supports Phoenix at China Fire exhibitions.
- ForYourResque PVT LtdregionalIndian distributor based at Panchsheel Apartment, GR Floor, 8/1 Diamond Habour Road, Kolkata, West Bengal, India. Key market showing strong growth.
- Fire Disaster Management Pte LtdregionalSingapore distributor located at Block 1002, Toa Payoh Industrial Park #03-1447, Singapore 319074. Kenneth Loh is Managing Director.
- Compass Instruments LtdregionalNigeria distributor based at 140 Rumuogba Estate, Port Harcourt, Rivers State, Nigeria. Serves Shell Nigeria which purchases about 20 units annually.
- Unqondo ProjectsregionalSouth African distributor located at Unit 8, Cranberry Industrial Park, Gauteng, South Africa.
- Angus FireflagshipUK fire pump maker that asked Phoenix Firepumps to produce pumps under the Angus brand. Phoenix pumps are exported to countries where Angus does not export its own brand. This partnership validated Phoenix's quality and opened international markets.
- Briggs & StrattoncoreKey engine supplier providing Vanguard EFI engines for Phoenix fire pumps. Phoenix uses Briggs & Stratton's Vanguard V-Twin engines across multiple pump models including SupaJet 1300, 1400, 18AE, and 23ARV. The partnership ensures proven, tested engine technology with low maintenance and high performance.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Phoenix FirePumps competitors and assessment
Company assessmentDirect peers
- Task Force Tips: US manufacturer of firefighting nozzles, monitors, and portable pump equipment serving fire brigades and industry; overlaps with Phoenix in firefighting hardware for the same customer base.
- Darley: US manufacturer of pumps and firefighting equipment including portable fire pumps serving municipal and industrial customers; directly comparable offerings and end markets.
- Hale Products: US-based manufacturer of portable and skid-mounted fire pumps used by fire services and industry worldwide; highly comparable portable fire pump portfolio and channels.
- Waterous: US fire pump manufacturer producing portable and fixed fire pumps for municipal fire services; directly comparable in product type and customer base to Phoenix.
- Godiva Fire Pumps (IDEX): Fire pump brand under IDEX supplying portable and trailer-mounted fire pumps to brigades globally; comparable product line and global channels to Phoenix.
- Mercedes Textiles: Canadian manufacturer of forestry and portable fire pumps used by wildland fire services and industrial customers; comparable product offering in portable and high-pressure pumps.
- Angus Fire: UK-based fire pump manufacturer and Phoenix's brand partner; produces portable fire pumps serving fire brigades, oil and marine customers across global markets — directly comparable product and customer overlap.
Emerging players
- Honda Power Equipment: Makes gasoline-powered portable pumps that compete in adjacent firefighting and water-transfer use cases; overlaps with Phoenix's gasoline-driven pump category through different distribution.
Broad incumbents
- Rosenbauer International: One of the largest global manufacturers of firefighting vehicles and apparatus including pump equipment; operates broadly across the fire protection category rather than specializing in portable pumps.
Others
- Briggs & Stratton: Engine supplier providing Vanguard EFI engines used across Phoenix's pump models; an ecosystem partner rather than a direct competitor, providing critical technology to Phoenix products.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Phoenix FirePumps social profiles
Digital presencePhoenix FirePumps financial estimates
Financial estimateRevenue estimate
Valuation estimate
Phoenix FirePumps leadership team
Management profileNumber of profiles
Profiles1 record
Phoenix FirePumps funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Phoenix FirePumps 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 Phoenix FirePumps
What does Phoenix FirePumps do?
Phoenix FirePumps manufactures and sells portable gasoline-driven, diesel, marine, and battery-electric fire pumps for emergency response and fire service use. The company hand-builds approximately 150 pumps per year, offering four product categories (Gasoline Driven Pumps, Diesel Pumps, Marine Pumps, and Battery Electric Pumps) for fire brigades, defence forces, oil companies, and shipping operators in over 25 countries.
Is Phoenix FirePumps a public or private company?
Phoenix FirePumps is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Phoenix FirePumps founded?
Phoenix FirePumps was founded in 2001. It employs 1 to 10 people.
Where is Phoenix FirePumps based?
Phoenix FirePumps is headquartered in Tikokino, New Zealand, in the Oceania region.
How does Phoenix FirePumps make money?
One revenue line is on record: fire Pump Hardware Sales.
Who are Phoenix FirePumps's main competitors?
Direct peers on record are Task Force Tips, Darley, Hale Products, Waterous, Godiva Fire Pumps (IDEX), Mercedes Textiles and Angus Fire. Honda Power Equipment is listed as an emerging player. Rosenbauer International is listed as a broad incumbent. Briggs & Stratton is listed as an others.
Does Phoenix FirePumps have an API?
No public API is recorded for Phoenix FirePumps.
What industry is Phoenix FirePumps in?
Phoenix FirePumps's product category is Portable Fire Pumps. Its primary akta.pro industry code is IMAHANAG, Pump & Compressor Packages (Skids, Booster Sets), with a secondary code of IMAHANAA, Centrifugal Pumps. Its NAICS code is 33391 and its SIC code is 3561.