Reflect Forward
Reflect Forward is a Melbourne-based, Australia-wide anti-racism education movement targeting community sports clubs, schools, and national sporting organizations via free podcasts, video, PDFs, and an Inspire-Educate-Empower framework, funded by grants, fellowships, and paid speaking engagements.
- Company typePrivate
- Founded2020
- HeadquartersMelbourne, Australia
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Reflect Forward does
Reflect Forward is a Melbourne-based, Australia-wide anti-racism education movement operating in the sports sector, structured as a joint initiative between racism education company One Love Australia (trading under Underdog Academy Pty Ltd) and the Australian sports industry. Its product surface consists of an open, free-to-access content library — educational articles, downloadable PDF resources (e.g., 'Belief Systems', 'It's Just a Joke', 'Role Models'), a podcast distributed on Spotify and Apple Podcasts, an athlete conversation video series featuring elite Australian athletes, and a three-stage Inspire-Educate-Empower framework that allows sporting clubs and associations to self-assess their anti-racism maturity. The organization serves community sports clubs, schools, national sporting organizations (Cricket Australia, AFL/AFLW, Rugby Australia, Netball Australia, NRL), players' associations (notably Professional Footballers Australia), and corporate/government audiences that book co-founder Jamal Elsheikh for paid speaking engagements.
The business model is grant- and fellowship-funded philanthropy, not a conventional commercial transaction. There is no pricing on the core content; instead, the organization secures revenue through foundation support (notably the Myer Foundation's Kenneth Myer Innovation Fellowship awarded to Elsheikh), government grants (Victorian Department of Families, Fairness and Housing), and a paid speaking engagements channel operated by the co-founder. The underlying technology is straightforward digital media delivery — a Squarespace-hosted website, podcast feeds, video hosting, and downloadable PDFs — with no proprietary software, AI/ML capabilities, or platform integrations disclosed. The legal entity (Underdog Academy Pty Ltd) employs 1-10 people and has no disclosed revenue, funding rounds, or VC/PE backing.
Operationally, Reflect Forward functions less as a venture-scale company and more as an impact-focused coalition. Its strategic value derives from the breadth of its sporting-code partnerships and the personal credibility of its co-founders, Jamal Elsheikh (DEI specialist, Kenneth Myer Innovation Fellow) and podcast host Adam Cassidy (former ICC and Cricket Australia staffer). The organization explicitly contrasts itself with prior anti-racism initiatives by claiming a 'measurable impact' long-term model rather than awareness-only campaigns, though no quantified outcomes, KPIs, or impact metrics are disclosed in the source data.
Reflect Forward firmographics
Firmographics- Name
- Reflect Forward
- Legal name
- Underdog Academy Pty Ltd T/A One Love Australia
- Website
- https://reflectforward.org
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Reflect Forward is a Melbourne-based, Australia-wide anti-racism education movement targeting community sports clubs, schools, and national sporting organizations via free podcasts, video, PDFs, and an Inspire-Educate-Empower framework, funded by grants, fellowships, and paid speaking engagements.
- Ownership category
- akta.pro rank
Reflect Forward industry classification
Industry- Product category
- Anti-Racism Education and Diversity Training
- NAICS
- Social Advocacy Organizations (81331)
- akta.pro primary industry
- Cultural, Identity & Inclusion Programs (EDALAHAF)
Keywords
Where Reflect Forward is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Markets served
Reflect Forward business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Others
Revenue model
- Foundation and Grant Funding: Reflect Forward is powered by One Love Australia and appears to be funded through foundation support including the Myer Foundation (Kenneth Myer Innovation Fellows) and potentially government grants from Department of Families, Fairness and Housing Victoria.
- Speaking Engagements: Co-founder Jamal Elsheikh is available for speaking engagements to corporates, governments, schools & universities, sporting organisations, and local communities, generating revenue for the organization's anti-racism work.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Reflect Forward product offering
Product offeringCore offering
Reflect Forward is a free anti-racism education movement targeting Australian sport, delivering educational content through podcasts, articles, downloadable PDF resources, and athlete conversation videos. Its core offering includes the Inspire-Educate-Empower framework for sporting organizations, registration services for community clubs and national sporting bodies, and paid speaking engagements by co-founder Jamal Elsheikh for corporates, governments, schools, and sporting organizations.
Product overview
Reflect Forward is a joint-movement between One Love Australia and the Australian sports industry focused on eliminating racism in sport through education and action. The core offering includes The Reflect Forward Podcast, education resources and articles, downloadable PDF materials, athlete conversation videos, a three-part Inspire-Educate-Empower framework, sporting organisation registration, and speaking engagements by co-founder Jamal Elsheikh. The movement is backed by athletes, national sporting organisations and players' associations committed to measurable impact in anti-racism education.
Differentiator
Problem solved
Functional benefit
Products and services
- The Reflect Forward Podcast A short-format podcast exploring racism through the lens of Australian sport, featuring elite athletes and hosted by Jamal Elsheikh and Adam Cassidy. Available on Spotify and Apple Podcasts, it serves community members, players, and sporting organizations seeking to learn about racism in sport.
- Education Resources and Articles Stories and educational articles about racism in sport covering topics such as tough conversations, calling out racism, systemic racism, athletes as role models, and the colour of my skin. Designed for community members, schools, and sporting organizations.
- PDF Educational Downloads Downloadable PDF resources for club noticeboards and classrooms covering topics including 'Role Models', 'Belief Systems', 'It's Just a Joke', and digital conversation cards. Designed for ongoing display in clubrooms and educational use.
- Speaking Engagements Paid speaking services by co-founder Jamal Elsheikh for corporates, governments, schools and universities, sporting organisations, and local communities, focused on anti-racism advocacy and lived experience sharing.
- Sporting Organisation Registration Registration platform for community clubs, associations, leagues, and national sporting organisations to receive updates and educational content, and to get involved with Reflect Forward. National sporting organisations can reach out directly to understand involvement opportunities.
- Conversation Video Series Video conversations with athletes discussing racism topics, including Bernie Ibini & Rhys Williams, Allira Toby & Emma Illijoski, Josh Lalor & Rachael Haynes, and others. Designed to facilitate courageous conversations through athlete-led content.
- Inspire-Educate-Empower Framework A three-part framework for sporting organisations to address racism: Inspire (momentum through leadership), Educate (racism education efforts), and Empower (action with confidence at local and policy levels). Designed to meet organizations at any stage of their anti-racism journey.
Quantifiable outcome
- From April 2021, education articles converted into lesson plans for teachers and schools, increasing impact and reach to younger generations.
- +1 more outcomes
Companies that use Reflect Forward
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles5 records
Reflect Forward technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Reflect Forward partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- One Love AustraliacoreOne Love Australia is the racism education company that powers Reflect Forward. The organization is the active driver of Reflect Forward efforts to ensure the anti-racism message and impact happens year-round. Content on Reflect Forward site is property of Underdog Academy Pty Ltd T/A One Love Australia.
- Show Racism the Red Card (SRtRC)coreUK-based leading anti-racism education charity Show Racism the Red Card partnered with Reflect Forward to secure the ambassador partnership with Kyah Simon and Professional Footballers Australia.
- Professional Footballers Australia (PFA)corePartnership with Professional Footballers Australia secured the ambassador role for Kyah Simon. PFA helps make athlete conversation videos possible on topics of racism in sport.
- Cricket AustraliacoreNational sporting organization partner featuring in the Reflect Forward sporting partner logos. Cricket Australia has supported anti-racism initiatives including dropping 'Australia Day' from Big Bash League promotions.
- Australian Football League (AFL/AFLW)coreSporting partner in the Reflect Forward movement, with AFL and AFLW players speaking out on Australia Day date changes and racism issues.
- Rugby AustraliacoreNational sporting organization partner in the anti-racism movement, featuring in the sporting partner logos section.
- Netball AustraliacoreSporting organization partner collaborating with Reflect Forward on anti-racism education initiatives.
- NRLcoreNational Rugby League partner in the Reflect Forward movement, with players like Jayden Okunbor featured in anti-racism content.
- Australian Cricket Hall of FameminorListed among sporting partners and organizations connected to Reflect Forward's anti-racism education work.
- Department of Families, Fairness and Housing VictoriacoreKey partner providing support for Reflect Forward's anti-racism work in Australian sport, listed among key partners on the About page.
Scale indicators3 records
Recent moves4 records
Expansion highlights5 records
Reflect Forward competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Reflect Forward social profiles
Digital presenceReflect Forward financial estimates
Financial estimateRevenue estimate
Valuation estimate
Reflect Forward leadership team
Management profileNumber of profiles
Profiles2 records
Reflect Forward funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Reflect Forward 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 Reflect Forward
What does Reflect Forward do?
Reflect Forward is a free anti-racism education movement targeting Australian sport, delivering educational content through podcasts, articles, downloadable PDF resources, and athlete conversation videos. Its core offering includes the Inspire-Educate-Empower framework for sporting organizations, registration services for community clubs and national sporting bodies, and paid speaking engagements by co-founder Jamal Elsheikh for corporates, governments, schools, and sporting organizations.
Is Reflect Forward a public or private company?
Reflect Forward is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Reflect Forward founded?
Reflect Forward was founded in 2020. It employs 1 to 10 people.
Where is Reflect Forward based?
Reflect Forward is headquartered in Melbourne, Australia, in the Oceania region.
How does Reflect Forward make money?
Two revenue lines are on record. Foundation and Grant Funding is the primary driver. The others are speaking Engagements.
Does Reflect Forward have an API?
No public API is recorded for Reflect Forward.
What industry is Reflect Forward in?
Reflect Forward's product category is Anti-Racism Education and Diversity Training. Its primary akta.pro industry code is EDALAHAF, Cultural, Identity & Inclusion Programs. Its NAICS code is 81331.