What Shooting Australia does

Shooting Australia, operating under the legal entity Australian International Shooting Ltd, is the recognized peak national body for target shooting sports in Australia. The organization governs athlete development, national team selection, and competition standards across ISSF (International Shooting Sport Federation) and WSPS (World Shooting Para Sport) disciplines, encompassing Pistol, Rifle, Shotgun, and Para categories. It serves three primary constituencies: elite athletes (including the 2026 National Squad of 44-45 athletes and a 13-athlete junior contingent at the 2026 ISSF Junior World Championships), state and territory member organizations and affiliated clubs, and Para athletes supported through dedicated classification and talent transfer programs.

The organization's core operational products are the High Performance Program, the National Squad Categorisation Framework (with tiers from Future Emerging to Podium), the Minimum Performance Standards and Average Performance Scores (MPS/APS) selection system, the Domestic Endorsed Event Series (Tier 1 and Tier 2), and international event management for ISSF World Cups, World Championships, and Olympic/Paralympic Games. Supporting services include the Coach Development Program (with ISSF Academy integration), the Officiating Program, the Para Shooting Program, and a centralized Info Hub for governance, integrity, and resource distribution. Technology is operational rather than software-driven: the platform comprises rule-based selection frameworks, event calendars, performance tracking against defined standards, and an e-commerce merchandise storefront. The organization holds no patents, certifications, or proprietary software IP.

The revenue model is dominated by government grant funding from the Australian Institute of Sport and a 2025 Australian Sports Commission funding uplift, with ancillary revenue from the Viva Global exclusive apparel partnership, branded merchandise sales, and endorsed event participation. As a non-profit national federation with no disclosed financials, no venture capital, and a small 11-50 employee headcount, Shooting Australia is structurally a public-purpose organization whose growth is bounded by grant cycles and event calendars. Governance has been actively modernized through 2024-2025 constitutional amendments and a series of board appointments, with CEO Adam Sachs leading execution of the LA 2028+ High Performance Strategic Plan targeting the LA 2028 and Brisbane 2032 Games.

Name

Shooting Australia

Legal name

Australian International Shooting Ltd

Website

https://shootingaustralia.org

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Shooting Australia is the recognized national peak body for target shooting sports in Australia, governing athlete development, national team selection, and competition standards across ISSF Pistol, Rifle, Shotgun, and Para disciplines. It serves elite athletes, member clubs, and Para athletes via High Performance programs, domestic events, and international team management.

Ownership category

akta.pro rank

Product category

National Sports Federation Services

NAICS

Sports Teams and Clubs (711211), Spectator Sports (71121)

akta.pro primary industry

National Governing Bodies (NGBs) (MPAKAFAC)

akta.pro secondary industries

Disability & Adaptive Sport Governing Bodies (Paralympic & Sport-Specific) (MPAKAFAL), Amateur Sport Governing Bodies & Federations (National/Regional) (MPAKACAD)

Keywords

• National sports federation
• Target shooting governance
• Olympic shooting program
• Athlete development pathways
• ISSF competition management

Headquarters

HQ city

Wayville

HQ country

Australia

HQ region

Oceania

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Australian Institute of Sport Funding: Shooting Australia receives significant investment from the Australian Institute of Sport to conduct its High Performance program, supporting elite athlete development and international competition participation.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Shooting Australia is the national peak body for target shooting sports in Australia. It runs the High Performance Program and National Squad System to develop and categorise elite athletes, sets and applies MPS/APS performance standards for national team selection, and manages Australia's participation in domestic endorsed events and international ISSF/WSPS competitions including Olympic and Paralympic Games. It also delivers coaching, officiating, and para shooting development programs, supported by a resource hub and an online merchandise shop.

Product overview

Shooting Australia operates as the nation's peak body for target shooting sports, offering a unified platform focused on athlete development and competition management rather than a traditional product portfolio. The core offering comprises the High Performance Program with its National Squad System and athlete categorisation framework, supported by the MPS & APS performance standards system for team selection. The organization delivers competitions through Domestic Endorsed Event Series and international event management, complemented by Coach Development and Officiating Programs. A dedicated Para Shooting Program serves Paralympic athletes. The Shop provides branded merchandise. All services are coordinated through the Info Hub resource centre, with strategic alignment to LA 2028 and Brisbane 2032 Olympic/Paralympic cycles.

Differentiator

Problem solved

Functional benefit

Products and services

• High Performance Program

Quantifiable outcome

• Penny Smith won bronze medal at Paris 2024 Olympics in Women's Trap
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered major and core.

• Viva GlobalmajorChannel Partner/ Reseller/ Distributor · 21 March 2024Exclusive National Team Apparel Partner providing official uniforms and merchandise for Shooting Australia's national team athletes and officials.
• Australian Institute of Sport (AIS)coreStrategic or Co-development PartnerShooting Australia receives significant investment from the Australian Institute of Sport to conduct its High Performance program, providing funding for elite athlete development, coaching, and international competition support.
• Australian Olympic CommitteecoreStrategic or Co-development PartnerPartnership for Olympic Games preparation and athlete support, with Shooting Australia managing the Olympic shooting team selection and preparation programs.
• Paralympics AustraliacoreStrategic or Co-development PartnerCollaboration for Paralympic shooting sport programs, athlete classification, and support for para athletes competing at Paralympic Games.
• Commonwealth Games AustraliamajorStrategic or Co-development PartnerPartnership for Commonwealth Games shooting competition, though the 2026 Victorian Commonwealth Games were cancelled.
• International Shooting Sport Federation (ISSF)coreStrategic or Co-development PartnerGlobal governing body for shooting sport that sets competition rules and organizes international events including World Cups, World Championships, and Olympic qualification events.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Athletics Australia: Australian national sport organization for athletics with an analogous High Performance, talent pathway, national team selection, and AIS-funded operating model. Useful for benchmarking governance and funding arrangements of an Australian NSO.
• International Shooting Sport Federation (ISSF): Global governing body for Olympic shooting sport that sets competition rules and sanctions World Cups, World Championships, and Olympic qualification events. Shooting Australia operates under ISSF rules; functionally comparable as a federation body, though operating at international rather than national scope.
• Paralympics Australia: Australian national body responsible for Paralympic team preparation across all sports including shooting. Peer at the level of multisport disability governance and works closely with Shooting Australia on its Para Shooting Program and athlete classification.

Direct peers

• British Shooting: UK national governing body for shotgun, rifle, and pistol target shooting. Runs an analogous High Performance program with national squad selection, World Cup and Olympic/Commonwealth pathways, closely mirroring Shooting Australia's mandate.
• Shooting Federation of Canada: Canadian national sport federation governing Olympic-style shooting disciplines. Comparable scope including national team selection, domestic competition framework, and High Performance athlete support, sized similarly to Shooting Australia.
• Deutscher Schützenbund (German Shooting Federation): Germany's national shooting federation and one of the largest in the world, governing ISSF disciplines with a strong historical medal record. Comparable role as national peak body with elite athlete development, though much larger in scale and grassroots base.
• USA Shooting: National governing body for Olympic and Paralympic shooting sports in the United States. Operates an equivalent federation model with national team selection, High Performance program, and ISSF/WSPS-aligned disciplines, making it the most structurally comparable peer to Shooting Australia.

Others

• Australian Sports Commission: Australian government agency that distributes funding to national sport organizations including Shooting Australia. Functions as a primary funder and stakeholder rather than a competitor, but its strategy and budget priorities materially shape Shooting Australia's operating envelope.

Regional players

• Pistol Australia: Australian sport governing body specifically for pistol shooting disciplines. Operates as a peer discipline federation within Australia's sporting ecosystem, with overlapping athlete development and selection responsibilities in the pistol category.
• New Zealand Shooting Federation: National shooting federation for New Zealand covering ISSF disciplines with a similar scale and Commonwealth/Olympic-focused mandate. Comparable governance and competition pathway despite operating in a smaller market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/australian-international-shooting-limited
• Xx.com/shootingaus
• Facebookfacebook.com/shootingaus

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Shooting Australia