Kelly Club

What Kelly Club does

Kelly Club (legally Kelly Group NZ Ltd) is a New Zealand-based privately held childcare provider founded in 2009 by Paul Jamieson. The company operates more than 75 before-school, after-school, and school holiday programmes delivered on-site at partner primary schools across New Zealand, including Auckland, Wellington, and Canterbury regions. Services target children aged 5-13 and their working parents, with a flexible booking model that permits same-day reservations and cancellations. All programmes are Ministry of Social Development OSCAR-approved, enabling eligible families to apply WINZ childcare subsidies covering up to 20 hours per week of before/after-school care and up to 50 hours per week of holiday programmes.

The company's core technology is an online parent booking portal with electronic sign-in PIN functionality and PCI DSS-compliant payment processing through WindCave/DPS Payment Express. There is no mobile app, no public API, and no AI/ML components described; the technology footprint is conventional web commerce. Kelly Club also operates an online merchandise store selling Red Nose Day products, with proceeds donated to Cure Kids, the company's charitable partner since 2015.

The business model combines direct-to-consumer session fees with a revenue-sharing structure negotiated with partner schools. Pricing is quote-based and not publicly disclosed, though the OSCAR subsidy rate reaches $6.72/hour per child as of April 2026. Kelly Club generates revenue primarily from per-session bookings for before/after-school care, supplemented by full-day holiday programme fees and a small merchandise stream. Marketing is predominantly through school partnerships, organic social media (Facebook, Instagram, YouTube), word-of-mouth among parents, and KidsLink directory listing. The company is independently owned by its founder, with no disclosed external investors, subsidiaries, or M&A activity.

Name

Kelly Club

Legal name

Kelly Group NZ Ltd

Website

https://kellyclub.co.nz

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Kelly Club is a New Zealand before-school, after-school, and holiday childcare provider operating 75+ on-site programmes at partner schools for children aged 5-13, serving working families through a flexible online booking portal and OSCAR-approved WINZ-subsidised care.

Ownership category

akta.pro rank

Product category

Before and After School Childcare Services

NAICS

Child Care Services (62441), Child Care Services (624410)

SIC

Services-Child Day Care Services (8351)

akta.pro primary industry

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

akta.pro secondary industry

After-School Enrichment & Activities Facilitation (Arts/STEM/Clubs) (HSAAAHAD)

Keywords

• Before after school care
• School holiday programmes
• Out of school care
• OSCAR approved childcare
• School age childcare

Headquarters

HQ city

Schofield, Wisconsin

HQ country

United States

HQ region

North America

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. Before and After School Care Programme Fees: Kelly Club generates revenue through session-based fees for before-school, after-school, and holiday programme care services. Parents pay per session booked, with flexible payment plans available including same-day booking and cancellation. The company operates on a revenue-sharing model with partner schools.
2. Online Store: The company operates an online store selling merchandise such as Red Nose Day products, with proceeds donated to Cure Kids.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Kelly Club provides before-school, after-school, and full-day school holiday childcare programmes for children aged 5-13 at more than 75 partner school locations across New Zealand. Sessions feature cooking, arts and crafts, sports, games, discovery activities, homework time, and afternoon tea. The service is supported by a parent online booking portal and is OSCAR-approved by the Ministry of Social Development, enabling WINZ subsidies for eligible families. The company operates on a revenue-sharing model with partner schools.

Product overview

Kelly Club operates as a unified childcare service platform offering before-school care, after-school care, and school holiday programmes for children aged 5-13 years across more than 75 locations throughout New Zealand. The core offering consists of activity-based childcare sessions (cooking, arts and crafts, sports, games, discovery, and relaxation) delivered on school premises during term time and school holidays. The service is supported by a parent booking portal for online enrolment and session management, OSCAR subsidy assistance for eligible families, and an online merchandise store. All programmes are Ministry of Social Development OSCAR approved, enabling WINZ subsidies for qualifying parents.

Differentiator

Problem solved

Functional benefit

Products and services

• Before and After-School Care Morning and afternoon childcare programme for children aged 5-13, operating on-site at partner schools before and after school hours. Sessions include cooking, arts and crafts, sports, games, discovery activities, homework and reading time, afternoon tea, free play, and relaxation in a safe, nurturing environment.
• School Holiday Programme

Quantifiable outcome

• Over 4 million booked sessions since 2007
• +2 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

One partnership is on record.

• Cure KidscoreOthers · 1 January 2015Kelly Club has partnered with Cure Kids since 2015 to support children's health research. Cure Kids funds over $10 million worth of medical research across 60 different projects. Kelly Club sells Red Nose Day merchandise with proceeds going to Cure Kids, and Cure Kids child ambassadors occasionally visit Kelly Club programmes.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Active Explorers: Active Explorers operates childcare and school-age programmes in New Zealand, partially overlapping with Kelly Club in OSCAR-approved before/after-school care delivery.
• Kidicorp: Kidicorp operates a network of childcare centres and before/after-school programmes across New Zealand, comparable in school-age wraparound care offerings to Kelly Club.

Broad incumbents

• Barnardos New Zealand: Barnardos is a large established NZ children's services organisation running after-school care and OSCAR programmes as part of a broader social services portfolio, overlapping with Kelly Club in school-age wraparound care.
• BestStart: BestStart is one of New Zealand's largest early childhood education providers, offering services that overlap with Kelly Club in the childcare space though primarily focused on younger age groups.
• YMCA New Zealand: YMCA operates before/after-school care and holiday programmes across New Zealand as part of its broader youth and community services portfolio, serving the same working-parent customer segment.

Direct peers

• Skool After School Care: Skool After School Care provides before and after-school care programmes at New Zealand primary schools, directly competing for the same OSCAR-subsidised parent segments.
• Champions Before & After School: Champions is a US-based before/after-school care provider operating school-site programmes - a directly comparable business model to Kelly Club, though at significantly larger scale and different geography.
• sKids: sKids is a New Zealand before/after-school and holiday programme provider operating at partner schools, directly competing with Kelly Club in the same OSCAR-approved school-age wraparound care market.
• Kelly Sports: Kelly Sports is the related/sister New Zealand brand operating school-based sports programmes; it shares the same school-partnership distribution model and brand family as Kelly Club, making it the closest comparable operator.
• Right At School: Right At School provides on-site before, after, and summer school programmes at partner elementary schools in the US - directly comparable to Kelly Club's on-site school-based wraparound care model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@Kelly-Club-NZ
• Facebookfacebook.com/KellyClubNewZealand
• Instagraminstagram.com/kellyclubnewzealand
• LinkedInlinkedin.com/company/kelly-club

Compliance5 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