Proteus Sports Group

What Proteus Sports Group does

Proteus Sports Group is a privately held sports coaching services company founded in 2018 by Ollie Hawkins and Myles Gardner, operating under the legal entity Profile Training Group Limited from Christchurch, New Zealand. The company delivers professional coaches into preschools, primary, intermediate, and secondary schools, football clubs, community organisations, retirement villages, and individual athletes across the Canterbury region. Its portfolio spans an early-childhood motor-skills programme (Little PlayKicks), a multi-sport Fundamentals offering, the core Football in Schools programme, multi-sport Coaches for Sports, Goalkeeping Development, Performance Analysis, Coaching Workshops, Sports Psychology (delivered with Performance Act), a Classroom Coach Teacher Aide programme, the Active Age Programme for older adults, and a portfolio of holiday programmes and performance camps. The Aotearoa Coaches Association (ACA) operates as a coach development arm providing international study tours.

The business operates on a hybrid revenue model combining recurring term-based subscriptions (school and club coaching contracts), transactional one-off fees (holiday camps priced at NZD 35-60 per player per day, 1:1 individual coaching sessions), managed services (Classroom Coach teacher aide placements), and licensing/sponsorship revenue (tiered sponsorship packages with partners such as Dynasty Sport and Real Madrid Foundation). Distribution is predominantly direct sales with coaches physically dispatched to partner sites, supplemented by self-serve Google Forms registration for camps. The company has no proprietary technology platform or software product; the offering is a human-delivered coaching service supported by standard website, social media, and email tools.

By Q1 2026, Proteus had scaled to nearly 60 active coaches delivering programmes across dozens of schools and clubs, with athletes supported weekly across six sports (football, hockey, futsal, basketball, touch rugby, cricket). The company is founder-led (Ollie Hawkins as Director), with no external institutional funding, no parent company, and no disclosed revenue. Notable 2026 strategic moves include the multi-sport expansion, a Real Madrid Foundation Camp hosted at Christchurch Boys' High School in October 2026, leadership team reinforcement (General Manager, Operations Manager, HR Administrator), and geographic extension into Westland via the Westland United camp partnership.

Name

Proteus Sports Group

Legal name

Profile Training Group Limited

Website

https://proteus.nz

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Sports Coaching Services

NAICS

Sports and Recreation Instruction (61162), Sports and Recreation Instruction (611620)

SIC

Services-Educational Services (8200), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Team & Club Coaching (seasonal team coaching) (HSADAEAF)

akta.pro secondary industries

Sports Boarding Schools & Residential Academies (MPAKAJAL), Youth & Scholastic Sports Organizations (K–12, AAU, Club Leagues) (MPAKACAF)

Keywords

• Sports coaching services
• School sports programmes
• Football coaching
• Youth athlete development
• Holiday sports camps

Headquarters

HQ city

Christchurch

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Coaching Services to Schools: Proteus supplies professional coaches to preschools, primary schools, intermediate schools, secondary schools, and colleges on a recurring programme basis (e.g., term-long weekly sessions). Schools pay for structured coaching that integrates into their PE curriculum or extracurricular offerings.
2. Club Coaching & Development Services: Coaching oversight and delivery for sports clubs including fun football, first kicks, youth development, and talent development programmes. Clubs pay for in-house coaching quality control and programme management.
3. Holiday Programmes & Performance Camps: Structured multi-day holiday programmes and football performance camps (e.g., Westland United, Prebbleton FC, Papanui Redwood) sold to individual athletes/families on a per-day fee basis. Family discounts available.
4. 1:1 Individual Coaching Sessions: Personalised 1:1 football coaching sessions sold directly to athletes and families year-round. These are focused opportunities to improve individual skills and game understanding.
5. Sponsorship & Partnership Revenue: Corporate sponsors (e.g., Dynasty Sport as apparel partner) provide financial or in-kind support in exchange for brand visibility across coaching programmes, events, and digital platforms. Sponsorship packages include programme naming rights, kit branding, and event sponsorship.
6. Classroom Coach / Teacher Aide Programme: Schools partner with Proteus to embed certified coaches as teacher aides in classrooms, providing an additional revenue stream for coach placement services.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

Proteus Sports Group supplies vetted, qualified sports coaches to preschools, primary/intermediate and secondary schools, sports clubs, and community organisations across the Canterbury region, delivering structured football and multi-sport programmes (football, hockey, futsal, basketball, touch rugby, cricket). It also sells individual 1:1 coaching, holiday programmes and performance camps directly to families, and offers add-on services such as performance analysis, coaching workshops, and sports psychology.

Product overview

Proteus Sports Group is a sports coaching services company operating in Christchurch, New Zealand, offering a comprehensive portfolio of programmes across the lifespan from early childhood (Little PlayKicks for ages 2-5) through to active ageing (Active Age Programme). The core offering centres on football coaching (Football in Schools, Coaches for Football Teams, Football 1:1, Goalkeeping Development, Club Services, and the Academy programme) supplemented by multi-sport coaching (Coaches for Sports), performance services (Performance Analysis, Coaching Workshops, Sports Psychology), school sports delivery (Schools' Sports Services, Classroom Coach Teacher Aide Programme), and holiday/camp experiences (Holiday Programmes, performance camps with clubs). The company also operates the Aotearoa Coaches Association (ACA) as its coach development and networking arm. The portfolio is unified by a shared mission to make sports accessible and enjoyable for everyone, delivering through schools, clubs, community organisations, and direct individual athlete development.

Differentiator

Problem solved

Functional benefit

Brands

• Little PlayKicks: Early childhood motor-skills and multi-sport introduction programme for children ages 2-5, covering balance, coordination, football fundamentals, and all-sport movement skills
• Aotearoa Coaches Association (ACA)
• Active Age
• Classroom Coach Teacher Aide Program

Products and services

• Little PlayKicks Early childhood motor-skills and multi-sport introduction programme for ages 2–5, featuring Mini Movers, PlayKickers, and Little Legends groups; delivers fundamental movement skills through fun and active play in preschool and early childhood settings.
• Fundamentals Programme Motor-skills development programme offering non-traditional sports and activities (volleyball, basketball, touch, cricket, pool-based, orienteering, korfball, tennis, golf, pickleball) for students who want physical activity without the commitment of traditional sports.
• Football in Schools Programme 10-week weekly football programme for primary and intermediate students delivered on school premises, designed to encourage physical activity, teamwork, and sportsmanship while developing football skills.
• Coaches for Football Teams Football coaching services for primary, intermediate, and secondary school teams, including winter trials assistance and season-long training and game-day coaching.
• Football 1:1 Personalised one-on-one football coaching sessions available year-round (pre-season, in-season, post-season) for individual skill development and game understanding.
• Goalkeeping Development Goalkeeping programme offering 1-on-1 and small group training sessions focused on technical skills, game understanding, decision-making, and mental strength, led by Neil Caswell and Connor Caswell.
• Coaches for Sports Multi-sport coaching services providing qualified coaches for basketball, netball, volleyball, hockey, cricket, touch rugby, and other sports throughout the season.
• Performance Analysis Video footage analysis service for teams and individuals, providing insightful feedback to support performance improvement.
• Coaching Workshops Coach development workshops covering technical and tactical development, psychology and athlete management, leadership and culture, practical application and reflection, and technology and innovation.
• Sports Psychology Sports psychology services delivered in partnership with Performance Act, providing evidence-based psychological tools for athletes, coaches, and whānau in sporting communities.
• Holiday Programmes Structured 1–3 day holiday programmes offering sports and recreational activities including football, basketball, netball, touch rugby, cricket, and recreational sports; includes performance camps delivered in partnership with clubs such as Westland United, Papanui Redwood, and Prebbleton FC.
• Schools' Sports Services Comprehensive school sports services including football/futsal programmes, leisure education days, multi-sport festivals, student-led initiatives, team trials, winter/summer team coaching, and NCEA Futsal Curriculum support.
• Classroom Coach Teacher Aide Programme Programme placing trained Proteus coaches as teacher aides in classrooms to support classroom management, assist with students, encourage positive behaviour, and provide mentorship through movement and structure.
• Active Age Programme Movement programme for older adults in retirement villages, focusing on motor-skill maintenance, balance, fall prevention, coordination, and cognitive engagement through low-impact, coach-led sessions.
• Club Services Comprehensive club support including in-house first kicks and fun football oversight, youth development programmes, talent development programme (TDP), OFC- and NZF Junior Level-qualified coaches, and football in schools partnerships.
• Proteus Academy Elite football development academy providing high-performance training environments for aspiring athletes.
• Aotearoa Coaches Association (ACA) Coach development and networking arm of Proteus Sports Group supporting ambitious football coaches through world-class learning experiences, global coaching networks, international study tours, and career pathways connecting coaches to opportunities in England, Spain, and Italy.

Quantifiable outcome

• Nearly 60 coaches actively delivering programmes across Christchurch as of Q1 2026
• +3 more outcomes

Named customers19 records

Segments7 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

17 partnerships are on record, tiered core, major, supporting and minor.

• SDA AgencycoreStrategic or Co-development Partner · 1 January 2026SDA Agency is the local partner for the Real Madrid Foundation Camp in Christchurch. They coordinate the visit of official Real Madrid Foundation coaches to Christchurch Boys' High School in October 2026. Proteus is listed as a collaborating organisation for this camp.
• Real Madrid FoundationmajorStrategic or Co-development Partner · 1 January 2026Real Madrid Foundation runs an official junior football camp in Christchurch in October 2026, delivering skills, tactical, and sports psychology programmes led by official Real Madrid Foundation coaches. Venue hosted at Christchurch Boys' High School.
• Dynasty SportcoreGTM or Marketing PartnerDynasty Sport is Proteus Sports Group's official apparel partner. They supply branded training and competition kit for Proteus coaches and athletes. In return, Dynasty Sport receives prominent brand visibility across Proteus's coaching programmes, events, digital platforms, and social media. The partnership was announced with branded signage on Proteus vehicles and trucks.
• Westland United FCmajorStrategic or Co-development PartnerProteus Sports Group partners with Westland United FC to deliver a Football Performance Camp during Term 2 school holidays (July 2026) in Hokitika. Proteus provides qualified coaches and a structured elite development environment; Westland United provides local club endorsement and participant recruitment.
• Papanui Redwood FCmajorStrategic or Co-development PartnerProteus partners with Papanui Redwood FC for a 3-day Football Performance Camp during the July 2026 school holidays at Redwood Domain. Proteus provides all coaching and programme delivery.
• Prebbleton FCmajorStrategic or Co-development PartnerProteus partners with Prebbleton FC for a 2-day Football Performance Camp during the July 2026 school holidays at Kakaha Park. Proteus provides all coaching and programme delivery.
• Performance ActsupportingStrategic or Co-development PartnerPerformance Act is Proteus Sports Group's sports psychology partner, providing evidence-based psychological tools and support to athletes, coaches, and whānau. They work alongside Proteus coaches to strengthen the environments where athletes thrive, both in person and online across Aotearoa.
• Halswell United AFCcoreStrategic or Co-development PartnerHalswell United AFC is a primary club partner for Proteus. The club hosts Proteus coaches for first kicks, fun football, youth development, and academy programmes. Director Ollie Hawkins also serves as Director of Football and Head Coach of Halswell United's First Team.
• Coastal Spirit FCsupportingStrategic or Co-development PartnerProteus provides coaching and programme development support to Coastal Spirit FC, including youth development and club coaching services.
• St Albans Shirley FCsupportingStrategic or Co-development PartnerProteus provides coaching and programme development support to St Albans Shirley FC as part of its Canterbury club network.
• Aotearoa Coaches Association (ACA)coreStrategic or Co-development PartnerThe ACA is Proteus Sports Group's coach development and networking arm, created to support ambitious football coaches. It provides international study tours (England, Spain, Italy), a global coaching network, and prioritised access to Proteus coaching roles and placements. ACA members are the primary talent pipeline for Proteus.
• Game Changer FoundationsupportingStrategic or Co-development PartnerCommunity partnership with the Game Changer Foundation to deliver sporting engagement programmes. Ollie Hawkins contributes to projects through the Foundation alongside his Proteus and coaching work.
• Big Brothers Big Sisters Of ChristchurchsupportingStrategic or Co-development PartnerProteus partners with Big Brothers Big Sisters to deliver community sports events, including a Beach Sports Day with over 80 children from the organisation.
• Cholmondeley Children's CentreminorStrategic or Co-development PartnerProteus delivered a Beach Sports Day event in partnership with Cholmondeley Children's Centre for children from the organisation.
• Christchurch City CouncilsupportingStrategic or Co-development PartnerProteus works with Christchurch City Council as a community sports delivery partner for programmes and events.
• Selwyn District CouncilsupportingStrategic or Co-development PartnerProteus works with Selwyn District Council to deliver community sports programmes and events in the Selwyn area.
• Bishopdale YMCAminorStrategic or Co-development PartnerProteus partners with Bishopdale YMCA to deliver community sports programmes and holiday activities.

Scale indicators6 records

Recent moves4 records

Expansion highlights6 records

Direct peers

• Kelly Sports: New Zealand-wide franchise providing school sports coaching, holiday programmes, and after-school care across multiple sports. Closest direct competitor to Proteus's core school and club delivery model in the NZ market.
• Active+: NZ-based children's physical activity and coaching franchise delivering multi-sport programmes to schools, early childhood centres, and community groups, closely overlapping Proteus's Little PlayKicks and Fundamentals offerings.
• Real Madrid Foundation Clinics: Operates international football clinics and camps that mirror the Real Madrid Foundation Camp partnership Proteus delivers in Christchurch. Comparable in youth football coaching model, premium positioning, and event-based delivery.

Others

• Football New Zealand: National governing body for football in NZ that oversees coaching qualifications, club structures, and youth development pathways that Proteus's club and academy services plug into.
• KiwiSport: Government-funded NZ initiative that subsidises sport participation in schools, directly funding many of the same school sports delivery programmes that Proteus sells into through its school-channel business.
• Basketball New Zealand: National governing body for basketball in NZ, setting coaching pathways and accrediting coaches for the basketball programmes that Proteus now delivers through its Lead Basketball programme.

Regional players

• YMCA Christchurch: Community sports and recreation provider in Christchurch delivering youth programmes, holiday programmes, and coaching in the same communities where Proteus is expanding its community and Active Age services.
• Sport Canterbury: Regional sports trust operating in the same Canterbury geography, coordinating community sport delivery and partnering with schools and clubs on participation programmes that overlap with Proteus's community segment.

Broad incumbents

• Jetts Fitness: NZ-wide fitness centre franchise offering group fitness and personal training, providing a broader-incumbent reference point for monetising physical-activity services at scale in the same regional market.
• CrossFit (Christchurch affiliates): Global fitness brand with affiliated boxes in Christchurch offering coached group training, comparable as a broader-incumbent provider of coach-led physical conditioning services in the same city.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/proteussportsgroup
• Instagraminstagram.com/proteusnz
• LinkedInlinkedin.com/company/proteus-sports-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Proteus Sports Group