Kelly Club Australia

What Kelly Club Australia does

Kelly Club Australia Pty Ltd is a privately-held out-of-school-hours care (OSHC) provider founded in 2009 by Managing Director Jeff Fleming and headquartered in Brunswick West, Victoria. The company operates before-school, after-school, and holiday/vacation care programs for children aged 5-13 directly on the premises of 60+ partner schools across Victoria, covering Melbourne North/East/West/Central, Geelong, Surf Coast, Goulburn Valley, Bellarine, and Gippsland regions. The company serves approximately 6,028 children and has reinvested $200,000 back into partner schools through revenue-sharing agreements. Kelly Club does not operate proprietary technology; it relies on third-party platforms including Xplor Home for parent enrollment, session booking, child sign-in/out, and account management, and Debit Success for automated weekly payment processing via direct debit and credit card.

The company's revenue model is session-based and recurring, with families paying per attended session and only being billed for care used. Pricing is materially subsidized by the Australian government's Child Care Subsidy (CCS), administered by Services Australia (Centrelink), which can cover up to 90% of fees for typical families and up to 100% for families in financial hardship or with special circumstances. Kelly Club is CCS-approved and submits attendance records weekly to Centrelink, receiving subsidies directly and passing them to families as fee reductions. Additional revenue streams include late pickup fees ($1 per minute per child), cancellation fees, incursion/excursion fees, and payment processing fees. The company employs 46 staff across its network of school-based programs.

Kelly Club operates a direct-to-consumer go-to-market model, marketing primarily through its website, Facebook presence, and organic school community referrals. The two primary customer segments are working parents with school-age children requiring flexible, subsidized childcare, and schools seeking to provide on-site care services while generating revenue via the partnership model. The company maintains a formal sister-brand relationship with Kelly Sports (operating in Australia since 1994), enabling schools to use Kelly Club-derived revenue to fund sporting programs. Kelly Club holds National Quality Framework approval, with its Glengala Primary School location rated as exceeding national quality standard.

Name

Kelly Club Australia

Legal name

Kelly Club Australia Pty Ltd

Website

https://kellyclub.com.au

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Kelly Club Australia is a privately-held out-of-school-hours care provider operating before-school, after-school, and holiday programs at 60+ Victorian schools since 2009, serving 6,028 children aged 5-13 with CCS-subsidized session-based pricing through the Xplor platform.

Ownership category

akta.pro rank

Product category

Out-of-School-Hours Childcare (OSHC) Services

NAICS

Child Care Services (62441)

SIC

Services-Child Day Care Services (8351)

akta.pro primary industry

School-Age Wraparound Childcare Centers (Holiday/Break Care) (EDACAAAL)

akta.pro secondary industry

Drop-In / Flexible Before/After Care Services (Early Years) (EDACAHAF)

Keywords

• Before-school care
• After-school care
• Vacation care programs
• Out-of-school-hours care
• Childcare services

Headquarters

HQ city

Brunswick West

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Before and After School Care Fees: Session-based fees charged to families for before-school and after-school care programs. Fees are calculated per session and families only pay for care they use. Child Care Subsidy (CCS) payments from Services Australia are paid directly to Kelly Club and passed on to eligible families as a fee reduction.
2. Holiday Program Fees: Fees charged for vacation/holiday care programs. Families can access CCS subsidies up to 90% depending on income and circumstances.
3. Additional Fees: Additional charges including late pickup fees ($1 per minute per child), cancellation fees when proper notice is not given, incursion/excursion fees, and extended session fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Kelly Club Australia delivers Before-School Care, After-School Care, and Holiday/Vacation Care programs for children aged 5–13, operated directly on the premises of 60+ partner schools across Victoria. Families enrol online via the Xplor Home platform, book sessions flexibly (same-day booking supported), and are billed weekly in arrears only for care used, with Child Care Subsidy (CCS) payments from Services Australia reducing eligible families' fees by up to 90–100%. Activities span sports, cooking, arts and crafts, homework time, and free play, and programs are designed in consultation with each school and its local community.

Product overview

Kelly Club Australia operates a unified childcare service platform offering three interconnected programs: Before-School Care, After-School Care, and Holiday/Vacation Programs. These programs are delivered on-site at partner schools across Victoria and share common operational infrastructure including the Xplor Home booking system, Debit Success payment processing, and CCS (Child Care Subsidy) integration with Services Australia. The service provides standardized activities including sports, cooking, arts/crafts, and homework support, tailored to each school's community needs.

Differentiator

Problem solved

Functional benefit

Products and services

• Before-School Care Morning childcare sessions operating before school hours (typically 6:30am–9:00am) on partner school premises, providing primary-school-aged children with a safe, nurturing environment that includes breakfast, arts and crafts, sports, and free play.
• After-School Care Afternoon childcare sessions (typically 2:30pm–6:00pm) on partner school premises, offering primary-school-aged children activities including sports, games, cooking, arts and crafts, homework supervision, and afternoon tea in a supportive environment.
• Holiday/Vacation Care Program School holiday care programs for children aged 5–13, featuring diverse activities, incursions, and excursions designed to entertain and engage children during school breaks; eligible families can access CCS subsidies of up to 90% of program fees.

Quantifiable outcome

• 6,028 children currently involved in programs across Victoria
• +3 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Four partnerships are on record, tiered core and supporting.

• XplorcoreTechnology or IntegrationXplor provides the cloud-based enrollment and booking platform (Xplor Home) used by Kelly Club for parent enrollment, session bookings, child sign-in/out, and payment management. Parents access all service interactions through this platform.
• Debit SuccesssupportingTechnology or IntegrationDebit Success provides direct debit and credit card payment processing services. Kelly Club uses this service for automated weekly payment collection from families, charging transaction fees per payment.
• Services Australia (Centrelink)coreOthersServices Australia administers the Child Care Subsidy (CCS) program. Kelly Club is a fully approved CCS service provider, submitting attendance records weekly and receiving subsidies directly on behalf of eligible families.
• Kelly SportssupportingStrategic or Co-development PartnerKelly Sports is a sister brand to Kelly Club, providing sporting programs for children in Australia since 1994. Schools can use Kelly Club revenue to start sporting programs through Kelly Sports. The brands share founders and operate in complementary market segments.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• OSHClub: OSHC provider running school-based before, after, and holiday care programs across multiple Australian states. Directly comparable service offering and school-site distribution to Kelly Club.
• Extend: Australian OSHC provider offering before-school, after-school, and holiday programs at primary school sites. Comparable in operating model and target segment to Kelly Club.
• Junior Adventures Group: National OSHC provider (formerly Junior Adventures) operating school-based before/after school and holiday programs across Australia. Operates multiple OSHC brands at scale and competes directly with Kelly Club for school contracts.
• TheirCare: Major Australian OSHC operator providing before-school, after-school, and vacation care at school locations across multiple states. Closely comparable service model, customer base, and go-to-market to Kelly Club.
• Camp Australia: Australia's largest OSHC provider, operating before-school, after-school, and holiday care programs at school sites nationwide. Direct competitor to Kelly Club with the same school-embedded distribution model and target customer.

Broad incumbents

• Affinity Education: National early childhood education group operating daycare centres across Australia. Larger incumbent with adjacent OSHC exposure through school partnerships, targeting the same working-parent demographic.
• Only About Children: Premium childcare and early learning provider with services for 0-12 year olds across NSW and Victoria. Larger incumbent with overlapping working-family customer base and partial OSHC exposure.
• Goodstart Early Learning: Australia's largest early childhood education provider, primarily focused on long daycare (0-5) but with adjacent OSHC offerings. Larger, broader incumbent overlapping with Kelly Club's working-family customer base.
• YMCA Australia: National community organisation providing OSHC, vacation care, and broader youth services across Australia. Larger, diversified incumbent with similar school-age programming and partnership model.

Others

• Kelly Sports: Sister brand to Kelly Club operating in Australia since 1994, providing children's sports coaching and school sports programs. Related but distinct offering (sports coaching vs. OSHC) representing a cross-sell partnership rather than direct competition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Kelly-Club-Australia-108142321811229
• LinkedInlinkedin.com/company/kelly-club-australia

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Kelly Club Australia