SEDA GROUP

What SEDA GROUP does

SEDA Group Pty Ltd is an Australian privately-held Registered Training Organisation (RTO Provider Number 22503) founded in 2007 in Melbourne, delivering industry-based dual diploma qualifications — the SIS50321 Diploma of Sport and BSB50120 Diploma of Business — in partnership with elite Australian sporting organisations. The company's portfolio spans 13+ partner-branded Sport & Business Programs across Victoria (Collingwood Magpies, Melbourne United, Melbourne Victory, Netball Victoria), New South Wales (Sydney FC, Western Sydney Wanderers, Basketball NSW, Netball NSW, Panthers, Cronulla Sharks, St George Illawarra Dragons), and Western Australia (Perth Wildcats, Fremantle Dockers), with an additional standalone online Diploma of Business for working professionals.

The operating model pairs each club partner's facilities, brand, and network with a fixed-curriculum applied-learning framework: three days face-to-face, one day virtual classroom, plus self-directed learning, delivered through a one-teacher mentoring model and the MyPLAN Individual Development Plan. Technology is a thin layer built on Canvas LMS, a Student Portal, and online application workflows — the company's differentiation sits in pedagogy and partnership relationships rather than technology. SEDA College WA operates as a separately registered independent school in Western Australia.

The business model is fee-for-service tuition ($21,500 in 2026 rising to $23,500 in 2027 for the dual diploma; $12,850 for the standalone online Diploma of Business), supplemented by access to Commonwealth VET Student Loans for eligible enrolments and scholarship co-funding (notably MADALAH Limited at $8,000 per First Nations student). Revenue is split across a portfolio of co-branded programs distributed directly via the company website, information sessions, school engagement, and sporting-partner channels. Geographic operations are restricted to Australian residents; a Sports Advancement Tours joint venture (with Initiative Sport and Events, December 2024) and an Upper 90 College USA recruiting partnership represent incremental international extensions beyond the domestic-only core offering. Revenue is not publicly disclosed; headcount sits at 11–50 employees under CEO Nick Hannett.

Name

SEDA GROUP

Legal name

SEDA Group Pty Ltd

Website

https://seda.edu.au

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

SEDA Group is an Australian private vocational education provider delivering industry-based dual diplomas in Sport and Business through partnerships with elite sporting organisations, serving Australian students, career changers, and First Nations and underrepresented cohorts across VIC, NSW, and WA.

Ownership category

akta.pro rank

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Tuition Fees - Dual Diploma Programs: Fee-for-service tuition for SIS50321 Diploma of Sport and BSB50120 Diploma of Business. 2026 tuition fee is $21,500 (excluding First Aid). 2027 tuition fee is $23,500. Additional non-tuition fees of $395-$450 apply.
2. VET Student Loans: SEDA is an approved VET Student Loans (VSL) provider. Eligible students can access Commonwealth loans to pay tuition fees for approved higher level VET courses (Diploma level and above).
3. Payment Plans: Flexible payment options available for Fee for Service students to pay tuition fees in installments rather than upfront.
4. Diploma of Business (Online): Standalone online Diploma of Business program for working professionals. 2026 tuition fee: $12,850 with $150 non-tuition fee. Delivered via monthly online workshops connected to sporting partners.
5. Scholarship Funding: Partnership with MADALAH Limited to provide scholarships for First Nations students. MADALAH covers $8,000 of tuition fees. Additional scholarships funded by industry partners including Netball NSW, Melbourne Victory, Perth Wildcats, Panthers, and Bridging the Gap Foundation.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

SEDA Group delivers accredited dual diploma programs combining the SIS50321 Diploma of Sport and BSB50120 Diploma of Business, offered in partnership with elite Australian sporting organisations across Victoria, NSW, and Western Australia. Programs follow a blended learning model (three days face-to-face, one day virtual classroom, self-directed study) with embedded work-integrated learning at professional sporting clubs. The company also delivers a standalone online Diploma of Business for working professionals.

Product overview

SEDA GROUP offers vocational education programs primarily through its Sport & Business Programs - a portfolio of dual diploma qualifications (SIS50321 Diploma of Sport and BSB50120 Diploma of Business) delivered in partnership with elite Australian sporting organisations. These include Collingwood Magpies, Melbourne Victory, Melbourne United, Netball Victoria, Netball NSW, Basketball NSW, Cronulla Sharks, Panthers, St George Illawarra Dragons, Sydney FC, Western Sydney Wanderers, Fremantle Dockers, Perth Wildcats, and Cricket Australia. The company also offers a standalone online Diploma of Business for working professionals. Additional services include VET Student Loans for tuition fee assistance, International Study Tours, and Sports Advancement Tours joint venture. Programs follow an applied learning model combining face-to-face instruction, virtual classrooms, and work-integrated learning experiences.

Differentiator

Problem solved

Functional benefit

Brands

• SEDA College WA: An independent school registered in Western Australia that incorporates the SEDA model to deliver educational programs in WA.
• Sports Advancement Tours

Products and services

• Sport & Business Programs (Dual Diploma) Industry-based dual diploma program combining SIS50321 Diploma of Sport and BSB50120 Diploma of Business, delivered through partnerships with elite sporting organisations across Australia using a blended (face-to-face plus virtual) and work-integrated learning approach. Target customers are Australian Year 12 school leavers and career changers seeking entry into the sports industry.
• Diploma of Business (Online)

Quantifiable outcome

• Graduates may receive up to 8 credits (equivalent to 1 year of study) toward select higher education courses
• +3 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

21 partnerships are on record, tiered core, flagship and minor.

• Collingwood Football ClubcoreStrategic or Co-development PartnerCollingwood Magpies Sport and Business Program delivered in partnership since 2021. Students gain access to elite AFL and SSN environments, work-integrated learning opportunities, and industry networking within professional football.
• Melbourne Victory Football ClubcoreStrategic or Co-development PartnerMelbourne Victory Sport and Business Program delivered since 2021. First SEDA program in Victoria, offering students practical experience within A-League football club operations.
• Sydney Football Club (Sydney FC)coreStrategic or Co-development PartnerSydney FC Sport and Business Program launched in 2022, providing students access to A-League club facilities and operations at the Centre of Excellence in Macquarie Park.
• Western Sydney WandererscoreStrategic or Co-development PartnerWestern Sydney Wanderers Sport and Business Program launched in 2022, based at Wanderers Football Park. Students engage in community programs, match day operations, and business initiatives.
• Fremantle Football ClubcoreStrategic or Co-development PartnerFremantle Dockers Sport, Business & Leadership Program delivered in partnership with Purple Hands Foundation since 2022, based at Cockburn ARC. Focuses on community engagement and leadership development.
• Perth WildcatscoreStrategic or Co-development PartnerPerth Wildcats Sport and Business Program offered in Western Australia, providing access to NBL basketball operations and business functions at Bendat Basketball Centre.
• Melbourne UnitedcoreStrategic or Co-development PartnerMelbourne United Sport and Business Program delivered in Victoria, offering students experience within NBL basketball operations and business administration.
• Netball VictoriacoreStrategic or Co-development PartnerNetball Victoria Sport and Business Program launching in 2026, offering students access to Melbourne Vixens gameday experiences and netball administration opportunities.
• Netball NSWcoreStrategic or Co-development PartnerNetball NSW Sport and Business Program launched in 2025, providing exposure to NSW Swifts and GIANTS Netball alongside state sport organization operations.
• Basketball NSWcoreStrategic or Co-development PartnerBasketball NSW Sport and Business Program delivered at Sydney Olympic Park, offering students experience with state basketball operations and pathway programs.
• Penrith PantherscoreStrategic or Co-development PartnerPanthers Sport and Business Program launched in 2025 at Panthers Rugby League Academy, offering students access to NRL club operations and facilities.
• Cronulla SharkscoreStrategic or Co-development PartnerCronulla Sharks Sport and Business Program launching in 2026, first program for the Sharks organization, providing pathway for school leavers into sports industry.
• St George Illawarra DragonscoreStrategic or Co-development PartnerSt George Illawarra Dragons Sport and Business Program launching in 2027, to be delivered at University of Wollongong's Bruce Gordon Centre.
• Cricket AustraliacoreStrategic or Co-development PartnerCricket Australia Sport and Business Program offering students experience within national cricket organization operations, including access to MCG facilities and cricket Australia head office.
• MADALAH LimitedflagshipStrategic or Co-development PartnerPartnership with MADALAH Limited to provide scholarships, mentoring support and leadership programs to First Nations students. MADALAH scholarships cover $8,000 of tuition fees for eligible Aboriginal and Torres Strait Islander students.
• Bridging the Gap FoundationflagshipStrategic or Co-development PartnerPartnership to create scholarship program for young Indigenous Australians. Scholarships offer fully funded positions in SEDA programs for Senior Secondary students in NT, NSW, SA, and Victoria. Funding raised through Workplace Giving program.
• Purple Hands FoundationflagshipStrategic or Co-development PartnerPartnership with Fremantle Football Club and Purple Hands Foundation delivers Sport, Business & Leadership Program with focus on First Nations students and community engagement.
• Upper 90 CollegeminorChannel Partner/ Reseller/ DistributorOfficial USA College Recruiting Partner providing pathway for high-performance athletes in SEDA programs to access US College system through scholarship opportunities.
• 15+ Higher Education ProvidersflagshipStrategic or Co-development PartnerArticulation partnerships with over 15 universities and higher education providers across Australia. Graduates may receive direct entry and up to 8 credits (1 year) of advanced standing toward select courses.
• Sports Advancement Tours (Joint Venture with Initiative Sport and Events)minorStrategic or Co-development PartnerJoint venture providing international tours for both students and professionals in sports industry. Participants engage with professional sporting organizations globally. Includes Student Tours, Executive Leadership Tours, and Coaching Tours.
• Duke UniversityminorOthersUS university visited during inaugural International Study Tour in 2024, providing students behind-the-scenes access to collegiate athletics and academic facilities.

Scale indicators9 records

Recent moves10 records

Expansion highlights6 records

Others

• AFL Players' Association (AFLPA): Player association that runs personal development, education and career-transition programs for current and former AFL players. Adjacent to SEDA's work-integrated sports industry learning model, though focused on elite past/present players rather than school-leavers.

Broad incumbents

• TAFE NSW: Largest public VET provider in NSW, offering Certificate/Diploma qualifications including sport, fitness and business streams. Comparable to SEDA on VET credentials and New South Wales catchment, but lacks SEDA's elite-club co-delivery model.
• Deakin University (Sport Management): Public university offering sports management and business degrees with work-integrated learning. Comparable on target cohort (sports-aspiring students) and Victorian geography, but at bachelor-degree level rather than VET diploma and without club-branded delivery.
• Australian Institute of Sport (AIS): Australia's peak high-performance sport organisation. Comparable to SEDA as an elite-sport-aligned education and athlete-development entity, but operates federally funded, university-affiliated tertiary programs rather than VET diplomas in sport and business.
• Holmesglen Institute: Major Victorian TAFE delivering sport, fitness and business diplomas to school-leavers and career-changers. Overlaps with SEDA on Victorian geography and Diploma-level VET sport credentials, though with broader course portfolio and no sports-organisation partnerships.
• Bond University (Sport Management): Private university offering a Bachelor of Sport Management with industry placements. Comparable on private education model, premium price point and sport-industry career outcomes, though degree rather than diploma-level.
• Navitas: Large private vocational and pathway education provider with university partnerships across Australia. Comparable to SEDA as a private RTO-style provider offering Diploma-level qualifications with pathway articulation, though much broader in scope (health, engineering, business) without sports-club co-delivery.
• Melbourne Polytechnic: Victorian VET provider with sports, fitness and community-recreation diploma offerings. Comparable to SEDA on Victorian catchment and Diploma of Sport/Business credentials, but not built around elite club partnerships or work-integrated placement with professional sports teams.
• Victoria University (College of Sport and Exercise Science): Public university with a strong sport and exercise science portfolio, located in Melbourne's western suburbs. Comparable to SEDA on Victoria-based sport education pathways, but delivers higher education rather than VET diplomas and lacks club partnerships.
• La Trobe University (Sport and Exercise Science): Public university with sports management, exercise science and business degrees. Comparable to SEDA on Victorian geographic catchment and sports-industry graduate outcomes, though operating as a multi-faculty university.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC4Rphelc7fODGykw2ubTERg
• Facebookfacebook.com/SEDAGroupAU
• LinkedInau.linkedin.com/company/sedagroup
• Instagraminstagram.com/SEDA_group

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries1 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 SEDA GROUP