Wild Women On Top

What Wild Women On Top does

Wild Women On Top is an Australian private company headquartered in Brookvale, New South Wales, that operates as a social-purpose fitness and outdoor adventure organisation serving women. Founded in 2004 by Di Westaway, the company inspires, connects, and trains women for shared hiking experiences through a content-led website, an active social media presence, and a Facebook-based community group. Its flagship offering is Coastrek, a team-based hiking and fundraising challenge launched in 2009 in which teams of four walk 30km, 45km, or 60km coastal trails across Sydney, Melbourne/Mornington Peninsula, Sunshine Coast, Fleurieu Peninsula, and Margaret River while raising money for charity partners — historically The Fred Hollows Foundation (2009–2020), Beyond Blue (2020+), and the Australian Heart Foundation (2023).

The company's product ecosystem comprises the Coastrek event platform (coastrek.com.au), the Wild Women On Top website publishing hiking, health, and inspiration content, an e-commerce shop selling e-books and merchandise, guided Hiking Adventures including international trips, and the Wild Women Community Facebook group. There is no proprietary technology platform, AI capability, or mobile app; the business runs on standard WordPress, social channels, and third-party fundraising infrastructure. Over 90,000 women have participated in Coastrek events, and nearly $60 million has been raised for charity partners cumulatively, with $4.1 million raised in 2023 alone.

Wild Women On Top makes money primarily through Coastrek event registration fees at undisclosed per-participant pricing, with secondary revenue from e-commerce product sales (e-books, merchandise) and guided adventure bookings. Fundraising proceeds collected for charity partners are pass-through and not company revenue. The organisation operates with a small team of 11–50 employees, holds no known institutional funding, and is led operationally by CEO Jo Runciman alongside founder Di Westaway OAM. Customer concentration is low given a B2C distribution across thousands of individual participants, and revenue is not publicly disclosed.

Name

Wild Women On Top

Legal name

Wild Women On Top Pty Ltd

Website

https://wildwomenontop.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Wild Women On Top is an Australian women's outdoor fitness organisation that runs Coastrek, a team-based coastal hiking and charity fundraising challenge, complemented by hiking content, guided adventures, e-commerce, and an online community of 90,000+ women.

Ownership category

akta.pro rank

Product category

Outdoor Adventure and Charity Hiking Events

NAICS

Tour Operators (561520)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Hiking, Trekking & Mountain Guiding (THAJABAA)

akta.pro secondary industries

Technical Outdoor Guiding Services (Hiking, Trekking, Mountaineering) (THAAALAA), Adventure & Expedition Travel Agencies (THAKAFAB)

Keywords

• Women's hiking adventures
• Team hiking events
• Charity fundraising events
• Outdoor fitness programs
• Women's outdoor community

Headquarters

HQ city

Brookvale

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Event participation fees (Coastrek): Revenue is generated through participant registration fees for Coastrek events held across Australia (Sydney, Melbourne/Mornington Peninsula, Sunshine Coast, Fleurieu Peninsula, Margaret River). Participants register in teams and pay to take part in 30km, 45km, or 60km hiking challenges.
2. E-commerce store (Shop): The company operates an online shop (shop.wildwomenontop.com) selling products such as e-books (e.g., 'How to Prepare for World Class Treks' by Di Westaway), merchandise, and potentially gear/accessories for hiking and outdoor adventure.
3. Fundraising pass-through: Coastrek participants raise funds for charity partners (Beyond Blue, Australian Heart Foundation). Funds are collected via a third-party online fundraising platform and passed through to the charity partner. This is not direct revenue for Wild Women On Top but is integral to the event model.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels10 records

Core offering

Wild Women On Top is a social purpose organisation that operates Coastrek, Australia's iconic team-based hiking and fundraising challenge, where participants register in teams of four to walk coastal trails of 30km, 45km, or 60km while raising funds for charity partners (Beyond Blue, Australian Heart Foundation, previously The Fred Hollows Foundation). The company also sells hiking-related merchandise and e-books through an online shop, runs guided Hiking Adventures, and maintains an engaged women's outdoor community via a content website and Facebook group. Revenue is generated through event participation fees and product sales, operating across multiple Australian states.

Product overview

Wild Women On Top is a social purpose organization operating a platform-plus-events model built around women's outdoor adventure and health. The core product is Coastrek, Australia's iconic team hiking and fundraising challenge, which has motivated over 90,000 women to hike coastal trails while raising nearly $60 million for charity partners. This is supported by the Wild Women On Top website platform delivering hiking content, inspiration, recipes, and community features, complemented by an e-commerce shop selling merchandise and preparation guides, organized hiking adventures, and the Wild Women Community Facebook group for peer connection. The product ecosystem connects women through shared hiking experiences for fun, fitness, friendship, and fundraising.

Differentiator

Problem solved

Functional benefit

Brands

• Coastrek: Australia's iconic team hiking and fundraising challenge event. Flagship program featuring multi-distance coastal treks around Australia.

Products and services

• Coastrek Australia's iconic team hiking and fundraising challenge where participants walk coastal trails in teams of four over 30km, 45km, or 60km while raising funds for charity partners (currently Beyond Blue, formerly The Fred Hollows Foundation, with Australian Heart Foundation partnership in 2023). Events are held in Sydney, Melbourne/Mornington Peninsula, Sunshine Coast, Fleurieu Peninsula, and Margaret River.
• Shop E-commerce storefront offering hiking-related merchandise and digital products including e-books authored by Di Westaway on trek preparation.
• Hiking Adventures Organised guided hiking trips and adventure experiences for women, ranging from local day hikes to international expeditions such as Wild Women Iceland.

Quantifiable outcome

• Over 90,000 women and men motivated to hike coastal trails through Coastrek
• +4 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Australian Heart FoundationcoreStrategic or Co-development Partner · 1 January 2023Coastrek 2023 joined forces with the Australian Heart Foundation, raising $4.1 million to combat heart disease through the power of social connection and outdoor activity.
• Beyond BluecoreStrategic or Co-development Partner · 1 November 2022Since 2020, Coastrek has partnered with Beyond Blue as its charity partner. Coastrek participants fundraise for Beyond Blue's 24-hour mental health support service. The 2022 Coastrek events had a combined fundraising goal of $6 million for Beyond Blue. Prior to 2020, Coastrek had an 11-year partnership with The Fred Hollows Foundation.
• The Fred Hollows FoundationcoreStrategic or Co-development Partner · 1 January 2009Coastrek had an 11-year partnership with The Fred Hollows Foundation from 2009 to 2020, raising nearly $40 million over that period. This was the original charity partner before transitioning to Beyond Blue.
• Coastrek Ambassadors (Jo Stanley, Libby Trickett)minorGTM or Marketing PartnerHigh-profile ambassadors including radio/TV presenter Jo Stanley (Broad Radio Network) and Olympic swimmer Libby Trickett promote Coastrek events and women's health awareness through their personal platforms.

Scale indicators9 records

Recent moves5 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCKHbJGxg4PldR8r38g78uoA
• Facebookfacebook.com/wildwomenontop
• LinkedInlinkedin.com/company/wild-women-on-top
• Instagraminstagram.com/wildwomenontop
• TikToktiktok.com/@wildwomenontop
• Xx.com/wildwomenontop

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Wild Women On Top