Madison Sport
Madison Sport is an Australian manufacturer and online retailer of rugby protective equipment, boxing gear, and foam padding products, serving individual athletes, sports clubs, schools, and gyms across Australia and selected international markets since 1985.
- Company typePrivate
- Founded1985
- HeadquartersNorthgate, Australia
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Madison Sport does
Madison Sport Pty Ltd is an Australian specialty sporting goods manufacturer and retailer founded in 1985 and headquartered in Northgate, Brisbane, operating as a subsidiary of the Allied Sporting Group of Companies. The company designs, manufactures, and sells protective equipment and training gear across three core categories: rugby/football protective equipment (headguards, shoulder braces, mouthguards), boxing and fitness equipment (gloves, punch bags, focus mitts), and foam padding products (tackle bags, hit shields, ruck pads, post padding, tackle rings). Manufacturing is anchored in proprietary material formulations — fire retardant, UV-stabilised, mildew-resistant PVC vinyl combined with high-density foam cores — and supported by custom printing capabilities that allow team logos and sponsor branding to be applied to most foam products with a 3-4 week production lead time.
The company's go-to-market is a hybrid direct-to-consumer e-commerce motion (madisonsport.com.au) plus B2B field sales targeting sports clubs, schools, and organizations with tiered bundle packages (Junior, Club, Pro) that offer $521-$661 in savings versus à la carte pricing. Distribution combines an owned Shopify storefront with international shipping to selected countries (New Zealand, United States, Canada) and a physical Brisbane showroom open Monday-Friday. Revenue is generated entirely through one-time unit sales and bundle purchases; there is no recurring or subscription model, and pricing ranges from $6.95 accessories to $4,599+ for premium AFL post pad sets.
The customer base spans individual athletes, weekend warriors, fitness enthusiasts, and SMB gym operators (e.g., Fortitude Boxing Gym, a 35+ year customer), with athlete endorsements from NRL stars Jonathan Thurston, Kalyn Ponga, Reed Mahoney, and Stephen Crichton, boxer Justis Huni, and Olympian Brian Kerle serving as brand assets rather than disclosed enterprise contracts. Madison Sport has formalized B2B partnerships with Queensland Rugby League, Tweed Seagulls, Norths Devils, and Downey Park netball association, and has expanded into the childcare/early-learning vertical with foam mats and the Healing Country Range.
Madison Sport firmographics
Firmographics- Name
- Madison Sport
- Legal name
- Madison Sport Pty Ltd
- Website
- https://madisonsport.com.au
- Company type
- Private
- Founded year
- 1985
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Madison Sport is an Australian manufacturer and online retailer of rugby protective equipment, boxing gear, and foam padding products, serving individual athletes, sports clubs, schools, and gyms across Australia and selected international markets since 1985.
- Ownership category
- akta.pro rank
Madison Sport industry classification
Industry- Product category
- Sports Protective Equipment
- NAICS
- Sporting and Athletic Goods Manufacturing (33992), Sporting Goods Retailers (45911)
- SIC
- Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Team Sports Protective Gear & Sports Medicine Retail (CRAMAEAJ)
- akta.pro secondary industries
- Combat Sports & Boxing Fitness Equipment Retail (Bags, Gloves, Pads, Wraps) (CRAMADAI), Rugby Equipment Retail (CRAMAEAI)
Keywords
Where Madison Sport is headquartered
LocationHeadquarters
- HQ city
- Northgate
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Madison Sport business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Retail Product Sales: One-time purchase revenue from selling protective sports equipment, boxing gear, and accessories directly to consumers and organizations through their e-commerce platform.
- Custom Product Manufacturing: Custom printing services for team branding, logos, and sponsor information on foam products with 3-4 weeks production lead time.
- Bundle Packages: Pre-configured equipment bundles at discounted pricing targeting sports clubs at different levels (Junior, Club, Pro) with multi-item packages.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Products - Entry to Mid-Tier |
| Unit Pricing | Pay-as-you-go | Bundle Packages - Volume Discounts |
| Unit Pricing | Multi-year contract | Custom Printed Products |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Madison Sport product offering
Product offeringCore offering
Madison Sport manufactures and retails rugby protective equipment, boxing training gear, and custom-printed foam padding products. The portfolio spans headguards, tackle bags, hit shields, ruck pads, boxing gloves, punch bags, and post padding for goal posts across rugby, AFL, netball, and basketball, organized into Junior, Club, and Pro tiers. Products are sold to individual athletes, sports clubs, schools, and fitness enthusiasts via e-commerce, a Brisbane showroom, and direct club sales.
Product overview
Madison Sport is an Australian sporting equipment manufacturer and retailer offering a comprehensive product portfolio across football/rugby protective gear, boxing and fitness equipment, and foam padding products. The core offerings include tackle bags, hit shields, ruck pads, and tackle rings organized into three tiers (Junior, Club, Pro) for different skill levels, along with boxing gloves, headguards, sport balls, and childcare foam products. The company emphasizes Australian-made products with customization options for team branding.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 35+ years of continuous operation as market leader in rugby protective and boxing equipment
- +1 more outcomes
Companies that use Madison Sport
Customer profileNamed customers9 records
Segments5 records
Ideal customer profiles3 records
Madison Sport technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Madison Sport partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Queensland Rugby League (QRL)coreOfficial partnership with Queensland Rugby League, one of the major rugby league governing bodies in Australia. Madison Sport supplies protective equipment and padding products to QRL-affiliated clubs and organizations.
- Tweed SeagullscorePartnership with Tweed Seagulls rugby league club, providing custom printed protective equipment and training gear for the club.
- Norths DevilscorePartnership with Norths Devils rugby league club, supplying custom branded protective equipment and training products.
- Downey Park (DPNA)minorPartnership with Downey Park netball association, providing protective padding and equipment for the facility.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Madison Sport competitors and assessment
Company assessmentDirect peers
- Title Boxing: US-based manufacturer and retailer of boxing gloves, protective gear, and training equipment. Comparable to Madison Sport's boxing product line in target customer (boxers, gyms) and product category (gloves, bags, protective equipment), though larger and global.
- RDX Sports: UK-based manufacturer of boxing, MMA, and fitness equipment sold globally. Directly competes with Madison Sport in boxing gloves, protective gear, and training equipment, with similar online direct-to-consumer and B2B club models.
- Mueller Sports Medicine: US manufacturer of sports medicine and protective equipment including braces, supports, and pads. Comparable to Madison Sport's protective gear category (mouthguards, shoulder braces, ankle guards) with similar B2B and retail distribution models.
- Fairtex: Thai manufacturer of boxing and Muay Thai equipment including gloves, pads, and bags. Comparable to Madison Sport's boxing equipment range, with similar direct-to-consumer and gym/wholesale distribution model.
- Leone 1947: Italian manufacturer of boxing and combat sports equipment since 1947. Directly comparable to Madison Sport in boxing gloves, protective gear, and training equipment manufacturing, with similar heritage positioning and club-level partnerships.
- Rhino Rugby: Manufacturer of rugby training equipment including tackle bags, hit shields, and ruck pads. Most directly comparable to Madison Sport's rugby protective and training equipment range, with similar product categories and club-level B2B sales.
Regional players
- Rebel Sport: Australia's largest sporting goods retailer. Comparable as a regional Australian sporting goods retailer selling protective equipment, training gear, and accessories, but competes with Madison Sport primarily as a broad multi-sport alternative rather than a niche specialist.
Broad incumbents
- Canterbury of New Zealand: Global rugby apparel and equipment brand. Comparable to Madison Sport in rugby protective and team-level gear but operates as a broad incumbent with apparel-focused product line and international distribution.
- Everlast: Iconic global boxing and combat sports brand offering gloves, protective gear, apparel, and training equipment. Comparable to Madison Sport's boxing range but operates at a much larger scale with worldwide distribution and licensing.
- Gilbert Rugby: One of the world's largest rugby brands (balls, apparel, and protective equipment). Comparable to Madison Sport in rugby protective and training equipment but at far larger scale with global distribution and official ball supplier relationships.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Madison Sport social profiles
Digital presenceMadison Sport financial estimates
Financial estimateRevenue estimate
Valuation estimate
Madison Sport leadership team
Management profileNumber of profiles
Madison Sport funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Madison Sport 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 Madison Sport
What does Madison Sport do?
Madison Sport manufactures and retails rugby protective equipment, boxing training gear, and custom-printed foam padding products. The portfolio spans headguards, tackle bags, hit shields, ruck pads, boxing gloves, punch bags, and post padding for goal posts across rugby, AFL, netball, and basketball, organized into Junior, Club, and Pro tiers. Products are sold to individual athletes, sports clubs, schools, and fitness enthusiasts via e-commerce, a Brisbane showroom, and direct club sales.
Is Madison Sport a public or private company?
Madison Sport is a private company. It is classified as corporate owned and is currently operating.
When was Madison Sport founded?
Madison Sport was founded in 1985. It employs 1 to 10 people.
Where is Madison Sport based?
Madison Sport is headquartered in Northgate, Australia, in the Oceania region.
How does Madison Sport make money?
Three revenue lines are on record. Retail Product Sales are the primary driver. The others are custom Product Manufacturing and bundle Packages.
Who are Madison Sport's main competitors?
Direct peers on record are Title Boxing, RDX Sports, Mueller Sports Medicine, Fairtex, Leone 1947 and Rhino Rugby. Rebel Sport is listed as a regional player. Broad incumbents are Canterbury of New Zealand, Everlast and Gilbert Rugby.
Does Madison Sport have an API?
No public API is recorded for Madison Sport.
What industry is Madison Sport in?
Madison Sport's product category is Sports Protective Equipment. Its primary akta.pro industry code is CRAMAEAJ, Team Sports Protective Gear & Sports Medicine Retail, with a secondary code of CRAMADAI, Combat Sports & Boxing Fitness Equipment Retail (Bags, Gloves, Pads, Wraps). Its NAICS code is 33992 and its SIC code is 3949.