Counties Manukau Sport

What Counties Manukau Sport does

Counties Manukau Sport (legally Counties Manukau Sports Foundation) is a New Zealand charitable trust incorporated in 1991 under the Charitable Trusts Act 1957. It serves the Counties Manukau region of south and east Auckland, a population of approximately 550,000 spread across six local board areas: Mangere-Otahuhu, Otara-Papatoetoe, Manurewa, Papakura, Howick, and Franklin. Founded by the former Manukau City Council, Papakura District Council, and Franklin District Council under then-Mayor Sir Barry Curtis, the organisation was established to increase participation in sport and recreation in a culturally diverse area characterised by significant socio-economic challenges. Dame Valerie Adams serves as patron, and the organisation publicly claims a track record of producing world-class athletes including Valerie Adams, Jonah Lomu, Ruben Wiki, Scott Dixon, and Barbara Kendall.

The organisation operates as a non-profit community sport delivery body with no proprietary technology platform; its offering is human-resource intensive rather than software-based. It is structured around four integrated service pillars: In-School Sport Delivery (Primary Sport for Years 0-8, Move & Shine for children with learning disabilities, and Cycle Skills programmes such as Pedal Power and Balance Bikes), Youth Mentors (free one-on-one mentoring for 16-17 year olds covering life skills, career support, CV and interview help, health guidance, and driver-licensing support), Community Sport Programme (coaching, skills development, and health and wellbeing support for tamariki, rangatahi, and whanau), and Active Communities (a portfolio including Pickleball, Walking Basketball, Golden Gears E-biking, Bikebus, Fun Runs, Have-A-Go-Day, Pick-up Play, South Side Slam, Girls Got Game, Youth Impact Programme, and Tautai Toa). It also runs the annual Honda Sporting Excellence Awards and Junior Sports Awards.

CMS is funded through central government agencies, territorial local authorities (primarily Auckland Council and local boards), and philanthropic grants including Find Your Field of Dreams and Primary Sport; all programmes are delivered free to participants. Distribution relies on direct in-school delivery by Coach Instructors across seven key areas, community programme delivery by community coaches, and contact-based youth mentoring outreach (phone, text, email). Marketing is community-based, using Facebook, email, community events, and awards ceremonies. The organisation is governed by a Board of Trustees chaired by Te Rina Piho, with Co-Deputy Chairperson Reverend Onosai Auva'a and board members drawn from legal, financial services, banking, policing, and consulting backgrounds.

Name

Counties Manukau Sport

Legal name

Counties Manukau Sports Foundation

Website

https://cmsport.co.nz

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

Counties Manukau Sport is a 1991-founded New Zealand charitable trust delivering sport, recreation, and youth mentoring programmes across south and east Auckland's six local board areas, serving approximately 550,000 people.

Ownership category

akta.pro rank

Product category

Community Sport and Recreation Services

NAICS

Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Amateur & Grassroots Sport Associations (Community/Youth Governing Orgs) (MPAKAFAF)

akta.pro secondary industries

Youth & Scholastic Sports Organizations (K–12, AAU, Club Leagues) (MPAKACAF), Arts, Sports & Recreation-Based Youth Development Nonprofits (BPAGADAJ), Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)

Keywords

• Community sport programmes
• School sport delivery
• Youth mentoring services
• Sport and recreation
• Physical activity initiatives

Headquarters

HQ city

Takanini

HQ country

New Zealand

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Government Funding: Primary funding from central government agencies as a charitable trust supporting regional sport and physical activity programmes.
2. Local Authority Funding: Funding from territorial local authorities (Auckland Council, local boards) to support community sport and recreation initiatives across the region.
3. Philanthropic Grants: Funding from philanthropic organisations and national initiatives such as Find Your Field of Dreams and Primary Sport.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Counties Manukau Sports Foundation is a charitable trust that delivers sport and physical activity programmes across the Counties Manukau region (south and east Auckland). Its core offerings include in-school sport delivery (Primary Sport, Move & Shine, Cycle Skills), a free Youth Mentoring Service for 16-17 year olds, and community sport and active recreation programmes (Pickleball, Walking Basketball, Bikebus, Have-A-Go-Day, Youth Impact Programme). The organisation supports schools, clubs, Marae, Maori and disability groups, local authorities, and the business community, funded through central government, local authorities, and philanthropic grants.

Product overview

Counties Manukau Sport is a charitable sports trust operating as a unified community sport organisation, not a technology platform or product company. Its offering consists of four integrated service pillars: In-School Sport Delivery (Primary Sport, Move & Shine, Cycle Skills programmes), Youth Mentors (free support for 16-17 year olds), Community Sport Programme, and Active Communities (diverse recreational activities). The organisation also runs annual awards programmes including the Honda Sporting Excellence Awards and Junior Sports Awards. All programmes are designed to increase sport and physical activity participation across the Counties Manukau region.

Differentiator

Problem solved

Functional benefit

Products and services

• In-School Sport Delivery School-based sport programmes for primary and secondary students in the Counties Manukau region, including Primary Sport for Years 0-8, Move & Shine for children with learning disabilities, and Cycle Skills programmes (Pedal Power and Balance Bikes). Programmes are delivered directly in schools by Coach Instructors across Papakura, Manurewa, Mangere, Otahuhu, Papatoetoe, Otara, and Franklin.
• Youth Mentoring Service A free one-on-one youth mentoring service for rangatahi aged 16-17 providing life skills, career support, CV and interview preparation, health and well-being guidance, and driver licensing support. Delivered via phone, text, and email by Youth Mentors Daneka Tuineau and Glen Fisiiahi.
• Community Sport Programme Community sport programmes for tamariki (children), rangatahi (youth), and whanau (families) that build confidence, teamwork, and transferable skills through coaching, skills development, and health support. Led by Community Wellbeing Lead Justine Maddern.
• Active Communities Programme Portfolio A diverse portfolio of community recreation activities including Pickleball, Walking Basketball, Golden Gears (E-biking), Bikebus, Fun Runs, Have-A-Go-Day, Pick-up Play, South Side Slam, Kawakawa Bay Dance, Girls Got Game, Youth Impact Programme, and Tautai Toa. Designed to engage whanau and community members across the Counties Manukau region.

Quantifiable outcome

• 24.6% of Manukau population is under 15, and the region has produced world-class athletes despite socio-economic challenges

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Athletics New Zealand: National governing body for athletics/track in NZ. CMS patron Dame Valerie Adams is a high-profile alumnus of Athletics NZ pathways, making the national body a relevant upstream partner/peer for athlete-development outcomes.
• Sport NZ: Crown entity responsible for national sport policy and the primary funder of Regional Sports Trusts including CMS. Comparable as the umbrella funder/regulator of CMS's funding streams rather than a direct operational peer.

Emerging players

• Special Olympics New Zealand: NZ disability sport organisation delivering community-based programmes for children and adults with intellectual disabilities — overlapping with CMS's 'Move & Shine' (learning disabilities) offering and shared funder ecosystem.
• Achilles New Zealand: NZ disability athletics chapter that works with community sport organisations to support para-athletes — relevant to CMS's disability groups outreach and shared community-sport delivery model.

Regional players

• Harbour Sport: Auckland-based Regional Sports Trust serving the Harbour area (North Shore, Waitakere, Rodney). Directly comparable as a charitable trust delivering school-based, community and youth sport programmes in the same Auckland ecosystem as CMS.
• Aktive (Auckland Sport & Recreation): Regional sport and recreation trust for the Auckland region (the parent Auckland-wide trust covering Auckland Council area). Directly comparable as a NZ Regional Sports Trust delivering community sport, recreation and active-living programmes funded by government and philanthropy.

Direct peers

• Sport Waikato: Regional Sports Trust serving the Waikato region with the same charitable-trust structure, government/local-authority funding model and community-sport delivery mandate as Counties Manukau Sport.
• Sport Canterbury: Canterbury Regional Sports Trust operating community sport, in-school delivery and youth programmes under the same NZ Regional Sports Trust framework as CMS.
• Graeme Dingle Foundation: NZ youth development charity delivering school-based mentoring, life-skills and wellbeing programmes (including Kiwi Can and Project K). Closely comparable to CMS's Youth Mentor service in mission, target audience (school-age youth in underserved communities) and funding model.
• Sport Otago: Otago Regional Sports Trust delivering school and community sport, balancing the same mix of central-government, local-authority and philanthropic funding as CMS.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/counties-manukau-sport

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 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 Counties Manukau Sport