Western Springs AFC
Western Springs AFC is an Auckland-based community football club serving 3,000+ members across all ages and skill levels through junior, youth, senior, and Premier programmes. It generates revenue via registrations, sponsorship, tournaments, and skill development programmes, with a strategic focus on expanding women's and girls' football.
- Company typePrivate
- Founded1989
- HeadquartersAuckland, New Zealand
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Western Springs AFC does
Western Springs AFC is an incorporated community football club based at Seddon Fields, 180 Meola Road, Western Springs, Auckland, New Zealand. Formed in 1989 through the amalgamation of Grey Lynn Celtic and Pt Chevalier AFC, with roots tracing to 1923, the club serves over 3,000 members across junior (ages 5-12), youth (ages 13-19), and senior (20+) divisions, plus elite Premier Men's and Women's teams competing in the Dettol Northern League and LOTTO NRFL Women's Premiership respectively. Its core offerings include Skill Centre Programmes (Mini Skills, Skills Centre, Goalkeeper Skill Centre, Swans Skill Centre), an Academy Programme for elite youth development, and a portfolio of community programmes (Holiday Programs, 1:1 Coaching, Milo Fantails Hub, Wanderers, The Offside Crew, Springs Skill Centre Online).
The club operates with 26 staff across a governance structure comprising an Executive Board, Junior Committee, Senior Committee, and functional heads (Director of Football, Head of Women's Football, Head of Community Football, Academy Managers). Technology infrastructure is limited to Friendly Manager, a third-party club management SaaS for member registration and administration, alongside standard digital channels (website, Facebook, Instagram, Twitter with 5,000+ audience reach).
Western Springs AFC generates revenue through six streams: season registrations (NZ$210-NZ$315 per player), multi-tier sponsorship (general, Premier Player at NZ$300/player, Supporters Club from NZ$20-NZ$2,500, Business Network Group), tournament fees (NZ$325-NZ$675+GST per team), skill centre programmes (NZ$100-NZ$130 per term), on-site bar and merchandise (via Lotto Sports club shop), and community events. Major commercial partners include Barfoot & Thompson, McDonald's (Felton Group), Lotto Sports, New World Point Chevalier, and Back to Your Feet Physiotherapy. The 2026 Women & Girls Plan with 32 initiatives underscores the club's strategic priority of expanding female participation pathways.
Western Springs AFC firmographics
Firmographics- Name
- Western Springs AFC
- Legal name
- Western Springs Association Football Club Incorporated
- Website
- https://wsafc.org.nz
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Western Springs AFC is an Auckland-based community football club serving 3,000+ members across all ages and skill levels through junior, youth, senior, and Premier programmes. It generates revenue via registrations, sponsorship, tournaments, and skill development programmes, with a strategic focus on expanding women's and girls' football.
- Ownership category
- akta.pro rank
Western Springs AFC industry classification
Industry- Product category
- Community Football Club Services
- NAICS
- Fitness and Recreational Sports Centers (71394), Sports and Recreation Instruction (611620)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Local Amateur Clubs & Community Sports Organizations (MPAKACAE)
- akta.pro secondary industry
- Youth & Scholastic Sports Organizations (K–12, AAU, Club Leagues) (MPAKACAF)
Keywords
Where Western Springs AFC is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
Western Springs AFC business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Season Registrations: Membership fees from players across junior, youth, and senior divisions. Fees range from $210 for 5th-8th grade to $315 for senior players aged 18+.
- Sponsorship: Multiple sponsorship tiers including general sponsorship, premier player sponsorship ($300 per player), supporters club memberships, and business network group memberships. Sponsors receive brand placement on signage, website, social media, and matchday programmes.
- Tournament Fees: Revenue from hosting youth tournaments. U13 Mixed Tournament at $675 + GST per team, U14 Girls Tournament, U17 Tournament. Festival entries range from $325 + GST (U9/10 Girls) to $425 + GST (U11/12 Girls).
- Skill Centre Programmes: Weekly skill development sessions at $100 per 10-week term. Mini Skills at $130 per term, Goalkeeper Skill Centre at $100.
- Bar and Merchandise: On-site clubrooms with bar and café operations. Merchandise sales through Lotto Sports club shop including playing kit, hoodies, beanies, and accessories.
- Supporters Club: Membership tiers from Social ($30/$20 annually) to Platinum lifetime ($2,500), providing bar discounts, merchandise perks, and balcony access.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Junior & Youth Season Fees (5th-8th Grade) |
| Subscription | Annual | Junior & Youth Season Fees (9th-19th Grade) |
| Subscription | Annual | Senior Players (18+) |
| Subscription | Annual | U20-23 Including Students |
| Subscription | Annual | Swans Skill Centre (U8-12 Girls) |
| Subscription | Annual | Skills Centre U8-9 |
| Subscription | Annual | Skills Centre U10-13 |
| Subscription | Annual | Mini Skills U5-U7 |
| Subscription | Annual | Goalkeeper Skill Centre U9-13 |
| Subscription | Annual | Supporters Club Social |
| Subscription | Annual | Supporters Club Silver |
| Subscription | Annual | Supporters Club Gold |
| Subscription | Multi-year contract | Supporters Club Platinum |
| Subscription | Annual | Premier Player Sponsorship |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
Western Springs AFC product offering
Product offeringCore offering
Western Springs AFC is a community football club offering year-round football programs for players aged 5 through adults, including junior, youth, and senior divisions with both mixed and girls-only pathways. The club provides skill development programs (Skill Centres, Mini Skills, Goalkeeper Skill Centre, Swans Skill Centre for girls), an elite Academy Programme, national youth tournaments, and competitive teams in premier leagues. Revenue is generated through season registrations, sponsorship packages, tournament fees, supporters club memberships, and on-site bar and merchandise sales.
Product overview
Western Springs AFC operates as a community football club offering a portfolio of player development programmes and sponsorship services. The core football offerings include Skill Centre Programmes for ages 5-13 (Mini Skills, Skills Centre, Goalkeeper Skill Centre, Swans Skill Centre), an Academy Programme for elite youth development, Springs Tournaments for U9-U17 age groups, and various community Football Programmes such as Holiday Programs, 1:1 Coaching, and Milo Fantails Hub. The club also offers sponsorship and membership services including General Sponsorship packages, Premier Player Sponsorship, Supporters Club membership (four tiers), and a Business Network Group for local businesses. The club competes in the Dettol Northern League and LOTTO NRFL Women's Premiership, using Seddon Fields as its home venue.
Differentiator
Problem solved
Functional benefit
Products and services
- Skill Centre Programmes
Quantifiable outcome
- Growth in Girls Academy and Senior Women's teams for 2026 season
- +2 more outcomes
Companies that use Western Springs AFC
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles5 records
Western Springs AFC technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Western Springs AFC partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered major, core and minor.
- Barfoot & Thompson PonsonbymajorReal estate agency and multi-time Top 10 Branch award-winner. Committed $1,500 contribution back to WSAFC for every WSAFC member who sells their home through Howie John. Supports the club's mission to connect and inspire the Point Chevalier, Westmere, Grey Lynn, Cox Bay, and Herne Bay communities.
- McDonald's (Felton Group)majorOwners of six McDonald's restaurants (Pt Chevalier, St Lukes, Balmoral, Britomart, Queen Street, Quay Street) with 270+ staff. Nigel Felton has been meaningfully involved with the club for over 20 years. Champions WSAFC's future success and community engagement.
- Lotto SportscoreItalian sportswear manufacturer established in 1973. Official club apparel and merchandise supplier through the club shop. Provides branded playing kit and club merchandise.
- New World Point Chevaliermajor$73 million investment store creating 120 local jobs. Locally owned and operated by Matthew and Nicole Mullins. Committed to supporting Western Springs AFC and Point Chevalier community both on and off the field.
- Back to Your Feet PhysiotherapycoreBoutique physiotherapy clinic located at Seddon Fields within WSAFC clubrooms. Justin Lopes and team serve as the physiotherapists of choice for WSAFC with hands-on philosophy and exercise prescription focus. Also provides team physio services for premier teams.
- Victor Sports NZminorOfficial Club Medical Supplier. Provides sports medicine products at market leading prices with 10% promotional code (WSAFC10) for all club members.
- Quantum Pacificminor100% Kiwi-owned, family-run business known for sustainable cleaning solutions. Their values of community, innovation, and family align with WSAFC.
- The Sustainable Cleaning Co.minorNew Zealand's first truly authentic sustainable cleaning service. Member of Business Network Group. Dedicated to reducing plastic and chemical usage using Norwegian microfibre cloth technology.
- Kōura WealthminorModern KiwiSaver provider offering personalised globally diversified investment portfolios. Member of Business Network Group. Inspired by values that bring communities together.
- NumberWorks'nWordsminorEnglish and maths tuition supporting students ages 5-16. Located in Grey Lynn near WSAFC. Member of Business Network Group providing educational support services.
- Lumin SportsminorSports apparel and equipment company. Originally founded in Adelaide, Australia in 2018 through collaboration with Tour De France cycling team NTT Pro Cycling and Dimension Data.
- Friendly ManagercoreSimple Club Management software used for member registration, communication, and administration. Enables online season registrations and programme sign-ups.
- PB&A ArchitectsminorAward-winning Auckland-based architectural practice at forefront of apartment and multi-unit residential design for over 30 years. 30 architects, designers and technicians.
- Italian StoneminorSpecialises in architectural natural stone finishes. 30 full-time staff in New Lynn factory with latest CNC stone cutting equipment. Over 14,000 m² of stock.
- Heron PlumbingminorAuckland plumbing company with 60+ years experience providing plumbing, gas fitting, roofing, drainage and hot water solutions. 027 788 4496.
- Topia Garden DesignminorLandscape design team creating thoughtful outdoor spaces with tailored garden solutions. Specialises in design consultation and planting plans.
- F45 Grey LynnminorFunctional group fitness studio. Part of Business Network Group providing wellness solutions and referral opportunities.
- Design DairyminorMultidisciplinary design studio combining creative strategy and design. Specialises in brand identity, packaging and hospitality. Founded 2008.
- Hell PizzaminorFast food pizza chain. Part of Business Network Group. Home Of The Seven Deadly Sins pizza brand.
- F.OREminorSugar-free electrolyte minerals in Lemon and Blueberry flavours. Paleo, keto, gluten free and vegan. Member of Business Network Group supporting athlete nutrition.
Scale indicators4 records
Recent moves7 records
Expansion highlights6 records
Western Springs AFC competitors and assessment
Company assessmentOthers
- New Zealand Football (NZF): National governing body for football in New Zealand. Not a direct competitor but the umbrella body that sanctions leagues WSAFC competes in, sets player development curriculum, and influences funding flows that affect the club.
Regional players
- Hamilton Wanderers FC: Community football club based in the Waikato region competing in the same national leagues. Comparable community-club model and tournament participation, but operates in a different geographic catchment.
- Auckland City FC: Largest professional football club in New Zealand, also based in Auckland. Operates in the same Auckland football ecosystem and competes for the same player pool, sponsors, and supporters, though at a professional rather than community level.
- Cashmere Technical FC: Christchurch-based community football club of similar scale and structure. Comparable for benchmarking community club governance, sponsorship strategy, and women's programme execution.
- Forrest Hill Milford United AFC: North Shore Auckland community football club. Competes in the same NRF and women's leagues and is a regional comparable for community club operations.
- Wellington Olympic AFC: Major Wellington-based community football club with a similar junior-to-premier pathway and women's programme emphasis. Comparable scale and model but in a different regional market.
- Tauranga City AFC: Bay of Plenty community football club offering similar junior, youth, and senior pathways. Comparable community-club model outside Auckland.
Direct peers
- Birkenhead United AFC: Auckland-based community football club participating in the same Northern League and NRF competitions. Direct competitor for adult and youth players as well as Auckland-based sponsorship.
- Eastern Suburbs AFC: Auckland-based community and amateur football club offering junior, youth, and senior programmes. Direct competitor for members, players, coaches, and sponsors within the same Auckland catchment.
- Auckland United FC: Auckland community football club offering junior, youth, and senior pathways including women's premier programmes. Direct competitor for the same girls' and women's player base that WSAFC has heavily invested in.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Western Springs AFC social profiles
Digital presenceWestern Springs AFC financial estimates
Financial estimateRevenue estimate
Valuation estimate
Western Springs AFC leadership team
Management profileNumber of profiles
Profiles13 records
Western Springs AFC funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Western Springs AFC 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 Western Springs AFC
What does Western Springs AFC do?
Western Springs AFC is a community football club offering year-round football programs for players aged 5 through adults, including junior, youth, and senior divisions with both mixed and girls-only pathways. The club provides skill development programs (Skill Centres, Mini Skills, Goalkeeper Skill Centre, Swans Skill Centre for girls), an elite Academy Programme, national youth tournaments, and competitive teams in premier leagues. Revenue is generated through season registrations, sponsorship packages, tournament fees, supporters club memberships, and on-site bar and merchandise sales.
Is Western Springs AFC a public or private company?
Western Springs AFC is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Western Springs AFC founded?
Western Springs AFC was founded in 1989. It employs 11 to 50 people.
Where is Western Springs AFC based?
Western Springs AFC is headquartered in Auckland, New Zealand, in the Oceania region.
How does Western Springs AFC make money?
Six revenue lines are on record. Season Registrations are the primary driver. The others are sponsorship, tournament Fees, skill Centre Programmes, bar and Merchandise and supporters Club.
Who are Western Springs AFC's main competitors?
New Zealand Football (NZF) is listed as an others. Regional players are Hamilton Wanderers FC, Auckland City FC, Cashmere Technical FC, Forrest Hill Milford United AFC, Wellington Olympic AFC and Tauranga City AFC. Direct peers are Birkenhead United AFC, Eastern Suburbs AFC and Auckland United FC.
Does Western Springs AFC have an API?
No public API is recorded for Western Springs AFC.
What industry is Western Springs AFC in?
Western Springs AFC's product category is Community Football Club Services. Its primary akta.pro industry code is MPAKACAE, Local Amateur Clubs & Community Sports Organizations, with a secondary code of MPAKACAF, Youth & Scholastic Sports Organizations (K–12, AAU, Club Leagues). Its NAICS code is 71394 and its SIC code is 7997.