Stay Upright
Stay Upright is Australia's longest-running motorcycle rider training school, founded in 1981 and operating as an ASQA-accredited RTO delivering state-government-licensed Pre-Learner, Pre-Provisional, and advanced (Roadsmart, Tracksmart, Adventure) courses to individual riders across NSW, VIC, QLD, ACT and TAS.
- Company typePrivate
- Founded1981
- HeadquartersBaulkham Hills, Australia
- Headcount—
- GTM typeB2C
- OfferingServices
What Stay Upright does
Stay Upright is an Australian motorcycle rider training provider founded in Sydney in June 1981 by two police rider trainers — the country's first motorcycle riding school. The company operates as a nationally accredited Registered Training Organisation (RTO, ASQA code 90714) and delivers training and licensing assessments on behalf of five state/territory transport authorities: VicRoads, Transport for NSW, the ACT Government, the Queensland Department of Transport and Main Roads (via Q-Ride), and State Growth Tasmania. Its core products are state-specific Pre-Learner and Pre-Provisional licensing courses, the Queensland Q-Ride pathway (Pre-Learner, RE, R), and competency-based assessments where the instructor submits results directly to the regulator, eliminating separate government riding tests in applicable jurisdictions.
The product portfolio extends across the rider lifecycle: entry-level "Learn to Ride" 90-minute sessions ($99), Pre-Learner courses ($114 in NSW, $439 in QLD), Restricted and Unrestricted licence upgrades, advanced training (Roadsmart 1/2/3), Tracksmart at venues such as Sydney Dragway Eastern Creek, Adventure Bike courses, Returning Rider refreshers, Range to Road transitions, Private Lessons, Practice Sessions, and an online UTES/Side-by-Side Utility Safe Operation Course. Physical delivery is anchored by training centres across at least five states and roughly 25+ named venues, including Botany, Rouse Hill, Penrith, Bathurst and Wagga Wagga (NSW); Braeside, Geelong, Hoppers Crossing and Ballarat (VIC); Archerfield Airport and Townsville (QLD); Braddon and Sutton Road (ACT); and Latrobe, Moonah and Prospect (TAS).
Stay Upright operates a direct-to-consumer go-to-market, with course bookings self-served online (Arlo booking software) or via a phone contact centre (1300 366 640), supported by an owned content ecosystem (SU Learn blog, YouTube channel, Instagram, Facebook) and Google reviews. Pricing is unit-based per course; bikes, helmets and gloves are provided. Distribution is augmented by gift vouchers (from $99) and Afterpay 4-instalment payment. The company holds Great Place to Work certifications in 2024, 2025, and 2026. It is privately held with no disclosed funding rounds, investors, M&A, or leadership changes.
Stay Upright firmographics
Firmographics- Name
- Stay Upright
- Legal name
- Stay Upright
- Website
- https://stayupright.com.au
- Company type
- Private
- Founded year
- 1981
- Operating status
- Operating
- Short description
- Stay Upright is Australia's longest-running motorcycle rider training school, founded in 1981 and operating as an ASQA-accredited RTO delivering state-government-licensed Pre-Learner, Pre-Provisional, and advanced (Roadsmart, Tracksmart, Adventure) courses to individual riders across NSW, VIC, QLD, ACT and TAS.
- Ownership category
- akta.pro rank
Stay Upright industry classification
Industry- Product category
- Motorcycle Rider Training Services
- NAICS
- Other Technical and Trade Schools (611519)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Motorsport Driver Training Schools & Racing Academies (MPAKAJAJ)
Keywords
Where Stay Upright is headquartered
LocationHeadquarters
- HQ city
- Baulkham Hills
- HQ country
- Australia
- HQ region
- Oceania
Offices6 records
Markets served
Stay Upright business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain
Revenue model
- Motorcycle Training Courses: Revenue from delivering accredited motorcycle training courses including pre-learner, pre-provisional, licensing, advanced (Roadsmart 1/2/3), track, and adventure courses. Pricing varies by state and course type. Course fees include use of training motorcycles, helmets, and gloves.
- Learn to Ride Sessions: 90-minute beginner sessions for riders with no experience, priced at $99. Small group sessions (maximum 5) serving as an entry point before full licensing courses.
- Gift Vouchers: Gift vouchers available from $99, allowing recipients to book various courses. Vouchers featured on payment options page with Afterpay integration.
- Private Lessons: One-on-one instruction sessions offered across multiple states for riders wanting personalized coaching and skill development.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Learn to Ride - Beginner Session |
| Unit Pricing | Pay-as-you-go | Q-Ride Pre-Learner Course (QLD) |
| Unit Pricing | Pay-as-you-go | Q-Ride Restricted (RE) Licence Course (QLD) |
| Unit Pricing | Pay-as-you-go | Q-Ride Unrestricted (R) Course (QLD) |
| Unit Pricing | Pay-as-you-go | NSW Pre-Learner Course |
| Unit Pricing | Pay-as-you-go | Gift Vouchers |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Stay Upright product offering
Product offeringCore offering
Stay Upright is Australia's longest-running motorcycle rider training school, operating as an ASQA-accredited Registered Training Organisation (RTO). The company delivers state-accredited Pre-Learner, Pre-Provisional and Q-Ride licensing courses on behalf of VicRoads, Transport for NSW, ACT Government, Queensland Department of Transport and Main Roads, and State Growth Tasmania. It also provides advanced rider training (Roadsmart 1/2/3), track-based training (Tracksmart), adventure/off-road courses, refresher courses for returning riders, private lessons, and corporate workplace training. All courses include the use of training motorcycles, helmets, and gloves.
Product overview
Stay Upright is Australia’s leading motorcycle rider training school operating as a Registered Training Organisation (RTO) nationally accredited by ASQA. The company provides a comprehensive suite of motorcycle licensing courses across NSW, VIC, QLD, ACT and TAS, acting as an approved training and testing provider for state transport authorities including VicRoads, Transport for NSW (TfNSW), the ACT Government, and Queensland Department of Transport and Main Roads. The core product portfolio includes state-specific Pre-Learner and Pre-Provisional licensing courses, Queensland's Q-Ride system (Pre-Learner, Restricted RE, and Unrestricted R licence courses), and skill-building programs. Supporting products include Roadsmart 1/2/3 advanced training, Tracksmart track courses, Adventure Bike courses, Returning Rider refreshers, Head Start beginner courses, Private Lessons, Practice Sessions, Check Rides, MOST tests, MLA assessments, and Range to Road transition courses. The company also offers Gift Vouchers, an educational blog (SU Learn), a Video Library, and an Online Side-by-Side Utility Safe Operation Course. All courses include use of training motorcycles, helmets, and gloves.
Differentiator
Problem solved
Functional benefit
Brands
- SU Learn: Educational content and blog category providing riding advice and safety guides for motorcycle learners
- Q-Ride
- Roadsmart
- Tracksmart
- SU Adventure
Products and services
- Learn to Ride
Companies that use Stay Upright
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles3 records
Stay Upright technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature3 records
Stay Upright partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Department of Transport and Main Roads (TMR) QueenslandcoreStay Upright is accredited by the Queensland Department of Transport and Main Roads as a Registered Service Provider to deliver Q-Ride motorcycle licensing courses. Q-Ride is the Queensland Government motorcycle training and licensing system where accredited providers assess competency and submit results directly to TMR.
- VicRoadscoreStay Upright is a VicRoads-accredited provider delivering Learner Permit courses and assessments for Victorian motorcycle licensing. The two-day Learner Permit course (MPA) is a VicRoads requirement for obtaining a learner rider permit.
- Transport for NSW (TfNSW)coreStay Upright delivers pre-learner and pre-provisional motorcycle training and testing services on behalf of Transport for NSW. Courses include the Pre-Learner course, Pre-Provisional course with MOST, and MOST test.
- ACT GovernmentcoreStay Upright provides accredited motorcycle training and licensing courses on behalf of the ACT Government, including Pre-Learner Licensing Course and Pre-Provisional Licensing Course.
- State Growth TasmaniacoreStay Upright's two-day Pre-Learner Motorcycle Training Course in Tasmania is accredited by State Growth and is a requirement for gaining a motorcycle learner licence in Tasmania.
- AfterpayminorAfterpay payment option available for course bookings, allowing customers to spread payments over 4 interest-free instalments. Prominently featured on course pages and payment options section.
- Sydney Dragway Eastern CreekminorTracksmart track training delivered at Sydney Dragway Eastern Creek venue.
- ACT Motorcycle ClubminorACT training venue for motorcycle training courses.
Scale indicators3 records
Recent moves7 records
Expansion highlights6 records
Stay Upright competitors and assessment
Company assessmentDirect peers
- IAM RoadSmart: UK-based advanced rider training organization offering accredited, government-recognized post-licence skills development. Directly comparable to Stay Upright's Roadsmart advanced training and Check Ride offerings, with a similar regulator-endorsed, member/graduated-rider focus.
- RACQ (Road Rider Training): Royal Automobile Club of Queensland operates accredited motorcycle training services, including a direct competitor in the QLD Q-Ride system that Stay Upright also delivers. Comparable in regulated training delivery, brand-driven marketing, and Queensland learner base.
- HART (Honda Australia Rider Training): HART is Honda's official motorcycle training program in Australia, delivering accredited licensing and rider training across multiple states. It is the most direct competitor to Stay Upright in the motorcycle licensing pathway and serves the same customer base of new and progressing riders.
- Marty Stackpoole Road Safety Education: A long-established NSW motorcycle training school offering pre-learner and licensing courses accredited by Transport for NSW. Directly comparable in regulatory model, course portfolio, and target learner segment within Stay Upright's home state.
- All Bikes Motorcycle Training: Australian motorcycle training school operating across NSW and VIC, delivering accredited pre-learner and licensing courses for new riders. Direct competitor on course type, accreditation model, and target customer.
Broad incumbents
- TAFE Queensland: TAFE Queensland is a state-owned vocational education provider covering multiple trades and training areas. Comparable as a regulated RTO delivering accredited vocational training in Queensland—the same jurisdiction where Stay Upright operates Q-Ride—and shares the ASQA accreditation framework.
- Motorcycle Safety Foundation (MSF): The MSF is the largest US motorcycle safety training organization, developing curricula used across state-sponsored rider education programs. Comparable in that it is a nationally recognized motorcycle training standard-setter, but operates at a much broader national-scale level than Stay Upright's regional RTO model.
Emerging players
- BikeSafe: UK police-led motorcycle safety initiative offering assessment-based rider development. Comparable in its use of accredited instructors and a structured skills progression framework, similar to Stay Upright's competency-based assessment pathway.
- Honda Riding Trainer (UK): Honda's UK rider training arm offering subsidized beginner courses through a partner-school network. Comparable in OEM-backed motorcycle training delivery and similar entry-level learner focus, though at smaller scale than Stay Upright's Australia-wide footprint.
Regional players
- TEAM OREGON: Oregon's state-funded motorcycle rider training program delivering subsidized courses through a network of training sites. Comparable in the state-government-delegated training model and structured licensing pathway, but operates only in Oregon rather than across multiple Australian states.
Market position
Strengths1 record
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Stay Upright social profiles
Digital presenceStay Upright compliance and trust
Trust signalCompliance7 records
Stay Upright financial estimates
Financial estimateRevenue estimate
Valuation estimate
Stay Upright leadership team
Management profileNumber of profiles
Profiles1 record
Stay Upright funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Stay Upright 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 Stay Upright
What does Stay Upright do?
Stay Upright is Australia's longest-running motorcycle rider training school, operating as an ASQA-accredited Registered Training Organisation (RTO). The company delivers state-accredited Pre-Learner, Pre-Provisional and Q-Ride licensing courses on behalf of VicRoads, Transport for NSW, ACT Government, Queensland Department of Transport and Main Roads, and State Growth Tasmania. It also provides advanced rider training (Roadsmart 1/2/3), track-based training (Tracksmart), adventure/off-road courses, refresher courses for returning riders, private lessons, and corporate workplace training. All courses include the use of training motorcycles, helmets, and gloves.
Is Stay Upright a public or private company?
Stay Upright is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Stay Upright founded?
Stay Upright was founded in 1981.
Where is Stay Upright based?
Stay Upright is headquartered in Baulkham Hills, Australia, in the Oceania region.
How does Stay Upright make money?
Four revenue lines are on record. Motorcycle Training Courses are the primary driver. The others are learn to Ride Sessions, gift Vouchers and private Lessons.
Who are Stay Upright's main competitors?
Direct peers on record are IAM RoadSmart, RACQ (Road Rider Training), HART (Honda Australia Rider Training), Marty Stackpoole Road Safety Education and All Bikes Motorcycle Training. Broad incumbents are TAFE Queensland and Motorcycle Safety Foundation (MSF). Emerging players are BikeSafe and Honda Riding Trainer (UK). TEAM OREGON is listed as a regional player.
Does Stay Upright have an API?
No public API is recorded for Stay Upright.
What industry is Stay Upright in?
Stay Upright's product category is Motorcycle Rider Training Services. Its primary akta.pro industry code is MPAKAJAJ, Motorsport Driver Training Schools & Racing Academies. Its NAICS code is 611519 and its SIC code is 8200.