The Hypnobirthing Australia

What The Hypnobirthing Australia does

The Hypnobirthing Australia (legal entity Hypnobubs Pty Ltd, ABN 84916814735) is a privately-held Australian childbirth education company founded by Melissa Spilsted in 2009 and headquartered at Burleigh Heads, Queensland. The company designs and delivers hypnobirthing programs that teach self-hypnosis, relaxation, breathing, and visualisation techniques, with a flagship 12-hour Positive Birth Program for natural birth preparation and a world-first Positive Caesarean Birth Program pioneered by Spilsted in 2011. Core offerings are delivered through three channels: a direct-to-consumer e-commerce store powered by Kajabi for self-paced online courses ($149-$259 AUD), a network of certified Hypnobirthing Australia Practitioners who run face-to-face classes across the country and pay a $495/year membership fee, and institutional partnerships with government health services such as the WA Country Health Service (WACHS, since Feb 2019) and Aboriginal health services running the 6-hour Positive Birth Indigenous Program.

The product portfolio extends to a 21-hour Practitioner Training course at $2,200 AUD (Australian College of Midwives endorsed for 21 CPD hours), a 6-hour Supportive Caregivers Training for medical professionals (endorsed for 10 CPD hours), a network of MP3 hypnosis albums ($16.99 each), eBooks ($9.99 each), bundled packages, and an Acupressure for Labour & Birth course developed with Dr Kate Levett. Revenue streams combine one-time course sales, $495/year practitioner subscriptions, $39-$99/year Acupressure memberships, and a 25% affiliate commission program. The company's growth has been bootstrapped with no external funding, relying instead on organic SEO, social channels (Facebook, Instagram, YouTube, TikTok), earned media, free lead magnets ("Birth Like a Boss" masterclass, "Pregnant Pause" email series), and a national practitioner directory.

Customers are segmented across expectant Australian mothers and birth partners (B2C long tail), practicing birth professionals seeking ACM CPD hours and certification, and institutional buyers in government and Aboriginal health services. Quoted outcome data from the WACHS program (2019-2020 Bunbury Hospital) reports a 70%+ increase in preparedness and unanimous recommendation rates from survey respondents, which the company cites as evidence-based differentiation against generic antenatal education.

Name

The Hypnobirthing Australia

Legal name

Hypnobubs Pty Ltd

Website

https://hypnobirthingaustralia.com.au

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

The Hypnobirthing Australia is a privately-held Australian childbirth education company founded in 2009 that sells online and in-person hypnobirthing courses, certifies childbirth educators, and licenses its Positive Birth Program to government health services including WA Country Health Service and Aboriginal health providers.

Ownership category

akta.pro rank

Product category

Childbirth Education

NAICS

Educational Services (61), All Other Schools and Instruction (61169)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Pre/Postnatal Personal Training (HSADAAAH)

akta.pro secondary industry

Prenatal & Postnatal Yoga/Pilates (HSADACAD)

Keywords

• Childbirth education programs
• Hypnobirthing courses
• Prenatal education services
• Childbirth educator training
• Antenatal classes online

Headquarters

HQ city

Burleigh Heads

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Online Course Sales: Sale of digital online courses including the Positive Birth Program ($199), Positive Caesarean Birth ($199), Change of Circumstances ($149), and Value Package ($259). Courses delivered via Kajabi platform with 24-month access.
2. Digital Products (MP3s and eBooks): Sale of individual MP3 albums ($16.99 each), eBooks ($9.99 each), and bundled relaxation products. Downloads available for 12 months from purchase.
3. Practitioner Training & Certification: 21-hour live practitioner training course priced at $2,200 AUD, with prerequisite modules at $350 each (Hypnosis Module and/or Childbirth Module depending on prior qualifications). Afterpay and Klarna payment plans available.
4. Practitioner Membership Fees: Annual certification and membership renewal fee of $495 per year, required to maintain certification, directory listing, and access to teaching resources.
5. Affiliate Commission: Affiliate partners earn 25% commission on MP3 albums, eBooks, bundles, and online courses (excluding private sessions) when customers purchase through their unique referral links.
6. Supportive Caregivers Training: Training for birth professionals (midwives, doctors, doulas) delivered as a 6-hour live in-person course or upcoming online option, providing Australian College of Midwives CPD hours.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels10 records

Core offering

Hypnobirthing Australia designs and sells the Positive Birth Program, a 12-hour childbirth education curriculum combining self-hypnosis, relaxation, breathing, and visualization techniques to prepare expectant parents for a calm and positive birth. The program is delivered through certified practitioner-led in-person classes, self-paced online courses via the Kajabi platform, and institutional implementations within government health services. The company also operates a Practitioner Training certification program that builds and supplies a national network of certified childbirth educators.

Product overview

Hypnobirthing Australia is a multi-product childbirth education company offering a platform of courses, digital products, and professional training. The core offering is the Positive Birth Program, available as in-person classes, a self-paced online course (24-month access), and a WACHS-specific variant. The product suite extends to a world-first Positive Caesarean Birth Online Course and a Change of Circumstances Caesarean Online Course (for parents whose birth plan changes), collectively providing comprehensive coverage of natural birth, planned caesarean, and emergency caesarean scenarios. Supporting the courses are add-on products including hypnobirthing MP3 albums (Surge of the Sea, Glove of Endorphins, Prompts for Birthing, Caesarean Birth Calm & Relaxed, The Journey Fear Release, Rainforest Dreaming, Baby Come Out, Breech Turn, Breastfeeding & Bonding), eBooks (Little Book of Hypnobirthing, The Positive Caesarean Birth), the Acupressure for Labour & Birth course (personal and professional tiers), and bundled packages (Hypnobirthing Practice Bundle, Value Package, Caesarean Resource Bundle, Extra Resource Bundle, Mother & Baby Relaxation Bundle, Family Relaxation Bundle, Health & Wellbeing Bundle). Professional training includes Practitioner Certification (21-hour live course) and Supportive Caregivers Training (6-hour course, ACM-endorsed), while the Positive Birth Indigenous Program provides a culturally adapted 6-hour course delivered through Aboriginal health services.

Differentiator

Problem solved

Functional benefit

Brands

• Positive Birth Program™: The flagship childbirth education program of Hypnobirthing Australia™ designed for Australian mothers and birth partners.
• Hypnobubs™
• Supportive Caregivers Training
• Positive Caesarean Birth Program

Products and services

• Positive Birth Program Online Course Self-paced online hypnobirthing course providing 24 months of access to expert video tuition, MP3 practice tracks, eBook, PDF resources, birth videos, app access, and support from Melissa Spilsted. Covers knowledge, tools, breathing, self-hypnosis, and relaxation techniques for a calm, positive natural birth. Aimed at expectant parents and birth partners.
• Positive Caesarean Birth Online Course World-first online course using hypnobirthing techniques (relaxation, breathing, visualisation, self-hypnosis) to prepare parents for a calm, positive caesarean birth experience. 24-month access. Aimed at expectant parents planning a caesarean birth.
• Change of Circumstances Caesarean Online Course Abridged online course for parents who have already completed a hypnobirthing course and now require a caesarean birth due to changed circumstances. Approximately 1.5 hours of content, 24-month access. Aimed at parents with prior hypnobirthing training whose birth plan changes to caesarean.
• Value Package (Positive Birth Program + Change of Circumstances) Discounted bundle combining the Positive Birth Program Online Course with the Change of Circumstances (Caesarean) Online Course, designed for parents aiming for natural birth but wanting comprehensive preparation for either scenario. 24-month access. Priced at $259 AUD.
• Hypnobirthing Practice Bundle (MP3s + eBook) Bundled MP3 hypnosis albums and the Little Book of Hypnobirthing eBook, plus a discount off the Positive Birth Program Online Course or face-to-face classes. Priced at $59 AUD. Aimed at expectant parents seeking practice audio and reading materials.
• Surge of the Sea MP3 (Hypnosis for Childbirth) Professionally recorded hypnobirthing MP3 album with Affirmations for Beautiful Birthing and Surge of the Sea (Relaxation for Childbirth) tracks. Priced at $16.99 AUD. Aimed at expectant parents for use throughout pregnancy and childbirth.
• Glove of Endorphins MP3 (Hypnosis for Childbirth) MP3 track adapted from a hypnotherapy technique used for surgery and medical procedures, enabling transfer of relaxation and numbness to any part of the body experiencing discomfort. Priced at $16.99 AUD. Aimed at expectant parents.
• Prompts for Birthing MP3 (Hypnosis for Childbirth) Professionally guided self-hypnosis album designed for use during labour and birth, using deep, slow specific prompts to induce very deep relaxation. Priced at $16.99 AUD. Aimed at expectant parents during labour.
• The Journey - Fear Release MP3 (Hypnosis for Childbirth) Deep self-hypnosis long-play track designed to help expectant parents release fears and reservations that could be holding them back from experiencing a joyful birth. Priced at $16.99 AUD.
• Caesarean Birth - Calm & Relaxed MP3 (Hypnosis for Childbirth) MP3 track using hypnosis techniques to prepare the mind and body for a calm and positive caesarean birth. Priced at $16.99 AUD. Aimed at parents preparing for caesarean birth.
• Little Book of Hypnobirthing (eBook) Condensed eBook providing an overview of the hypnobirthing philosophy, mindset and techniques. Priced at $9.99 AUD. Aimed at expectant parents seeking a written introduction to hypnobirthing.
• The Positive Caesarean Birth (eBook) Compact eBook providing secrets for effective preparation for an informed, calm and positive caesarean birth experience. Priced at $9.99 AUD. Aimed at parents preparing for caesarean birth.
• Acupressure for Labour & Birth (Personal Use) High-quality video course by Dr Kate Levett demonstrating acupressure points and massage techniques for pregnancy, birth and breastfeeding. Personal use licence with 12-month access. Priced at $39 AUD. Aimed at expectant parents and their support people.
• Acupressure for Labour & Birth (Professional Membership) Annual professional membership licence for childbirth professionals and educators, allowing them to share Dr Kate Levett's acupressure and massage technique videos with their own clients. Priced at $99 AUD/year. Aimed at midwives, doulas, and childbirth educators.
• Supportive Caregivers Training Course 6-hour intensive training course for medical professionals (midwives, obstetricians, doctors, nurses), childbirth educators, and doulas to learn the basic philosophy and tools of hypnobirthing for supporting parents. Australian College of Midwives Endorsed Activity (10 CPD Hours). Available in-person or online. Aimed at healthcare professionals.
• Practitioner Training (Childbirth Educator Certification) 21-hour live certification course (delivered over 3 full days or 6 weeks) that qualifies participants as Hypnobirthing Australia Practitioners able to teach the Positive Birth Program. Covers course units, teaching methods, certification, and business setup. Australian College of Midwives Endorsed Activity (21 CPD Hours). Priced at $2,200 AUD. Prerequisites: Basics of Hypnosis for Childbirth ($350) and/or Introduction to Childbirth ($350) for non-qualified applicants. Aimed at birth professionals seeking certification.
• Practitioner Annual Membership Annual certification and membership renewal fee of $495/year required to maintain certified practitioner status, directory listing on the national website, and access to teaching resources and ongoing support. Aimed at certified Hypnobirthing Australia practitioners.
• Positive Birth Indigenous Program Culturally relevant 6-hour condensed version of the Positive Birth Program designed for Aboriginal and Torres Strait Islander mothers and families, delivered within Aboriginal health services and Midwifery Group Practice settings. Aimed at Aboriginal and Torres Strait Islander families in partnership with Aboriginal health services.
• WACHS Positive Birth Program (WA Country Health Service) Antenatal education classes delivered by WA Country Health Service in partnership with Hypnobirthing Australia, consisting of 12 hours of live group webinar sessions (4 x 3-hour modules) plus access to the online learning platform, MP3s, eBook, and resources. Aimed at expectant parents in regional Western Australia.
• Mother & Baby Relaxation Bundle (MP3 Download) Five long-play MP3 tracks designed for new mothers to maintain a positive mindset and relaxation during the parenting journey, complementary to the hypnobirthing toolbox. Download included. Priced at $49 AUD. Aimed at new mothers.

Quantifiable outcome

• 52% reduction in caesarean births, 40% reduction in pain relief medication, 15% reduction in inductions, 32% reduction in epidural use for parents who completed the Hypnobirthing Australia program
• +2 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature5 records

Partnerships

13 partnerships are on record, tiered core and minor.

• WA Country Health Service (WACHS)coreStrategic or Co-development Partner · 1 February 2019WACHS implemented the Hypnobirthing Australia™ Positive Birth Program as Bunbury Hospital's antenatal education program from February 2019. The program is now offered across multiple regional locations (Bunbury, Busselton, Esperance) and via Telehealth. WACHS collects and reports birth outcome data demonstrating significant improvements in spontaneous vaginal births and decreased interventions.
• South West Aboriginal Medical Service (SWAMS)coreStrategic or Co-development Partner · 1 January 2015SWAMS implements the Hypnobirthing Australia™ Positive Birth Indigenous Program within their Child & Maternal Health services for Aboriginal families.
• Bega Garnbirringu Health ServicecoreStrategic or Co-development Partner · 1 January 2015Bega Garnbirringu Health Service implements the Hypnobirthing Australia™ Positive Birth Indigenous Program within their clinical services for Aboriginal families.
• Waijungbah Jarjums | Gold Coast HealthcoreStrategic or Co-development Partner · 1 January 2015Waijungbah Jarjums, part of Gold Coast Health (Queensland Health), implements the Hypnobirthing Australia™ Positive Birth Indigenous Program through their Koori Maternity Services.
• Mallee District Aboriginal Services (MDAS)coreStrategic or Co-development Partner · 1 January 2015MDAS implements the Hypnobirthing Australia™ Positive Birth Indigenous Program through their Koori Maternity Services.
• Top End Health Service (Northern Territory)coreStrategic or Co-development Partner · 1 January 2015Top End Health Service in the Northern Territory implements the Hypnobirthing Australia™ Positive Birth Indigenous Program.
• Manngoor Dja Aboriginal Health ServicescoreStrategic or Co-development Partner · 1 January 2015Manngoor Dja Aboriginal Health Services (North Coast Aboriginal Health Service) implements the Hypnobirthing Australia™ Positive Birth Indigenous Program for the Sunshine Coast and Gympie regions.
• Australian College of MidwivescoreStrategic or Co-development PartnerThe Australian College of Midwives has formally endorsed the Hypnobirthing Australia™ Practitioner Training (21 CPD Hours) and Supportive Caregivers Training (10 CPD Hours) as recognised continuing professional development activities.
• KajabicoreTechnology or IntegrationKajabi is the third-party online membership platform used to host and deliver all Hypnobirthing Australia™ online courses, digital resources, and membership content. Provides the learning management system infrastructure.
• StripecoreTechnology or IntegrationStripe is the payment gateway used for all transactions on the Hypnobirthing Australia™ website and online store, providing PCI Level 1 compliant secure payment processing.
• Dr Kate LevettminorStrategic or Co-development PartnerDr Kate Levett is the world expert who developed the Acupressure for Labour & Birth course content, which Hypnobirthing Australia™ distributes as a complementary product. Personal use at $39 and professional membership at $99/year.
• AfterpayminorGTM or Marketing PartnerAfterpay is offered as a payment option for Practitioner Training, allowing customers to split payments into interest-free instalments.
• KlarnaminorGTM or Marketing PartnerKlarna is offered as a payment option for Practitioner Training, enabling customers to split payments into interest-free instalments.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Birth Beat: Australia-based online and in-person antenatal, hypnobirthing, and postnatal education provider. Compares directly on geography, target segment (expectant Australian parents), and integrated course-plus-practitioner model.
• She Births: Australia-based antenatal education program offering online courses and live classes. Comparable as a domestic competitor in the Australian evidence-based childbirth education space, addressing the same expectant-parent customer.

Direct peers

• The Calm Birth School: UK-based digital hypnobirthing and birth preparation course provider offering online instructor training and consumer classes. Directly comparable in business model (online courses + practitioner certification) and category (hypnobirthing childbirth education).
• GentleBirth: Ireland-based app and course-based childbirth preparation program combining hypnosis, mindfulness, and CBT. Comparable as a digital childbirth education platform with practitioner/educator affiliation and recurring content monetization.
• HypnoBirthing Institute (Marie Mongan): US-origin originator of the 'HypnoBirthing' methodology with a global practitioner certification network. Comparable as the closest global namesake brand and direct competitor in the certified childbirth educator training category.
• Mama Natural: US-based natural birth and parenting education brand with online courses, content monetization, and a large social following. Comparable as a content-driven, online-first childbirth and parent education business.

Emerging players

• One Mama Wellness: Pre/postnatal fitness and wellness provider with online programs and instructor training. Comparable as an adjacent pre/postnatal wellness brand with a similar practitioner certification and online course monetization model.

Others

• Kangatraining: Austria-origin pre/postnatal fitness franchise with certified instructor training and recurring membership component. Comparable as a pre/postnatal wellness business operating a practitioner-training-plus-membership model in the same customer lifecycle.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/HypnobirthingaustraliaAu
• Facebookfacebook.com/hypnobirthingaustralia
• Instagraminstagram.com/hypnobirthingaustralia
• TikToktiktok.com/@hypnobirthing.aus
• Xx.com/hypnobirth1
• LinkedInlinkedin.com/company/hypnobirthing-australia

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 The Hypnobirthing Australia