10,000 Steps
10,000 Steps is a free, evidence-based physical activity program operated by CQUniversity Australia since 2001, serving 724,000+ individuals, 20,000+ organizations, and Australian communities via web and mobile apps with paid organizational subscriptions.
- Company typePrivate
- Founded2001
- HeadquartersRockhampton, Australia
- Headcount1–10
- GTM typeB2B and B2C
- OfferingSoftware
What 10,000 Steps does
10,000 Steps is an evidence-based physical activity program developed and operated by CQUniversity Australia since 2001, headquartered in Rockhampton, Queensland with a 6-person team. The program serves Australian individuals, workplaces, and communities through a free web platform and iOS/Android mobile applications that log daily steps, sync with Apple Health, Health Connect, Garmin, Fitbit, and Google Fit, and run individual challenges, group challenges, and Race/Timeout tournaments. It also sells a USB-rechargeable 3D pedometer for accessible step tracking.
The program is free for individuals, with paid Organization Membership Subscriptions introduced in 2025 offering premium Coordinator Hub access, priority support, and advanced tournament features primarily for Queensland-based workplaces and communities. Operations are funded by Health and Wellbeing Queensland and (until 30 June 2025) Preventive Health SA, with program delivery managed through CQUniversity's Physical Activity Research Group. As of September 2024 the platform had 714,000+ registered members, 20,000+ organizations, 14,000+ tournaments, 726,658 app downloads, and 460+ billion steps logged, supported by 16 named GTM and technology partners spanning government, health NGOs, and wearable platforms.
Distribution is multi-channel: self-serve PLG via website and app stores, partner-led promotion through health agencies, and direct enterprise subscription for organizations. The platform is built on standard web and mobile stacks with OAuth-based wearable integrations, ActiveCampaign for email, and Qualtrics for survey data. No public API or developer platform is offered, and the program operates under CQUniversity Human Research Ethics Committee oversight.
10,000 Steps firmographics
Firmographics- Name
- 10,000 Steps
- Legal name
- CQUniversity Australia
- Website
- https://10000steps.org.au
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- 10,000 Steps is a free, evidence-based physical activity program operated by CQUniversity Australia since 2001, serving 724,000+ individuals, 20,000+ organizations, and Australian communities via web and mobile apps with paid organizational subscriptions.
- Ownership category
- akta.pro rank
10,000 Steps industry classification
Industry- Product category
- Physical Activity Tracking Software
- NAICS
- Fitness and Recreational Sports Centers (71394), Sports and Recreation Instruction (611620)
- SIC
- Services-Membership Sports & Recreation Clubs (7997), Services-Membership Organizations (8600)
- akta.pro primary industry
- Sports-Specific Group Conditioning (HSADABAK)
- akta.pro secondary industries
- Virtual & Hybrid Participation Events (App-Based, Remote/Hybrid Races) (MPAKAIAH), Functional Fitness / Cross-Training Groups (HSADABAH)
Keywords
Where 10,000 Steps is headquartered
LocationHeadquarters
- HQ city
- Rockhampton
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
10,000 Steps business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Others
Revenue model
- Organisational Membership Subscriptions: Organisations can purchase subscription plans for premium features including priority support, Coordinator Hub access, premium tournaments, and advanced tracking features.
- Free Individual Membership: Free core program access for individuals including step tracking, challenges, and basic features. Revenue is not generated directly from individuals but through government funding and organisational subscriptions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free Individual Membership - Core step tracking and challenges |
| Subscription | Annual | Organisation Membership - Premium features for workplaces and communities |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
10,000 Steps product offering
Product offeringCore offering
10,000 Steps is a free, evidence-based physical activity program that helps individuals, workplaces, and communities increase daily movement through step tracking, virtual challenges, and team tournaments. Delivered via a web platform and iOS/Android mobile apps with native syncing to Apple Health, Health Connect, Garmin, Fitbit, and Google Fit, the program also sells a 3D USB-rechargeable pedometer. The organisation-membership tier provides premium features such as the Coordinator Hub, priority support, and advanced tournament capabilities for workplaces and communities.
Differentiator
Problem solved
Functional benefit
Products and services
- 10,000 Steps Mobile App Free iOS and Android application that lets individuals log steps and minutes of activity, sync with Apple Health and Health Connect, track progress against daily goals, view step graphs, connect with friends and family, join monthly step challenges, participate in team tournaments, create personalised activity reminders, and access evidence-based health articles.
- 10,000 Steps Web Platform Free web-based platform at 10000steps.org.au that provides step tracking, challenges, groups, tournaments, account management, and access to the Coordinator Hub for organisations implementing workplace and community wellness programs.
- 10,000 Steps 3D Pedometer / Activity Tracker A USB rechargeable 3D activity tracker that provides reliable, accurate step counting in an easy-to-use device. Can be clipped onto clothes, placed in a pocket, or worn on a lanyard for comfortable all-day tracking without needing a wrist device. Practical for health workers and anyone who cannot wear wrist-worn trackers.
- Organisation Membership Subscriptions Annual subscription plan for workplaces, communities, and organisations that unlocks priority support from the 10,000 Steps team, premium access to the Coordinator Hub and premium Tournaments, advanced tracking features, and Statewide initiative participation.
- Monthly Challenges
Quantifiable outcome
- Physical activity levels increase: 80% of Tournament participants meet national physical activity guidelines at 6 weeks, 73% at 18 weeks
- +2 more outcomes
Companies that use 10,000 Steps
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles3 records
10,000 Steps technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration14 records
Feature4 records
10,000 Steps partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered core, supporting and minor.
- CQUniversity AustraliacoreCQUniversity developed the 10,000 Steps program and continues to manage delivery through its Physical Activity Research Group. Provides research expertise, program management, and institutional backing since 2001.
- Health and Wellbeing QueenslandcoreQueensland Government's state prevention agency and primary funder of 10,000 Steps. Committed to creating a healthier and fairer future for Queensland through physical activity promotion.
- Queensland WalkssupportingQueensland's peak body representing walking for all Queenslanders. Supports promotion and cross-promotion of the 10,000 Steps Program.
- Heart Foundation WalkingsupportingOne of Australia's largest walking programs. Free, simple and supportive way to move more, providing social connection and physical fitness benefits.
- Exercise RightsupportingPublic awareness campaign created by Exercise & Sports Science Australia, aiming to inspire all Australians to be healthier and more active.
- My health for lifesupportingFREE initiative for Queenslanders with qualified Health Coaches helping discover ways to make healthier choices and create healthier habits.
- QCWA Country KitchensminorPromotes healthy eating and active living in rural Queensland communities through initiatives, resources, and success stories.
- Queensland Association of School TuckshopsminorSupports school communities with practical tools, recipes, and training to run healthier tuckshops.
- Deadly ChoicessupportingEmpowers Aboriginal and Torres Strait Islander peoples to make healthy choices - to stop smoking, eat good food, and exercise daily.
- Workplace Health and Safety QueenslandsupportingCreating healthier workplaces through improving employee physical activity levels. Resources promoted in Work health and wellbeing toolkit.
- Outdoors QueenslandsupportingQueensland's peak body and information hub for all things outdoors, creating opportunities for more people to participate in outdoor activities.
- QUIT HQsupportingProvides tips, tools and support to help people give up smoking for good, complementing the physical activity focus.
- Preventive Health SAcoreNow funded by Health and Wellbeing Queensland and Preventive Health SA to increase physical activity levels across two Australian States.
- Apple HealthcoreIntegration for iOS users to sync step data from Apple Watch and iPhone health tracking into the 10,000 Steps app.
- Health Connect (Android)coreGoogle's health data platform integration for Android users to sync step data from various fitness trackers.
- GarminsupportingActivity tracker data can be synced via Apple Health (iOS) or Health Connect (Android) following direct website connections discontinuation from June 2025.
- FitbitsupportingActivity tracker integration allowing users to sync their step data from Fitbit accounts to 10,000 Steps.
- Google FitsupportingGoogle Fit integration for syncing steps. Being phased out by Google from June 2025 in favour of Health Connect.
Scale indicators10 records
Recent moves6 records
Expansion highlights8 records
10,000 Steps competitors and assessment
Company assessmentMarket position
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
10,000 Steps social profiles
Digital presence10,000 Steps financial estimates
Financial estimateRevenue estimate
Valuation estimate
10,000 Steps leadership team
Management profileNumber of profiles
Profiles6 records
10,000 Steps funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
10,000 Steps 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 10,000 Steps
What does 10,000 Steps do?
10,000 Steps is a free, evidence-based physical activity program that helps individuals, workplaces, and communities increase daily movement through step tracking, virtual challenges, and team tournaments. Delivered via a web platform and iOS/Android mobile apps with native syncing to Apple Health, Health Connect, Garmin, Fitbit, and Google Fit, the program also sells a 3D USB-rechargeable pedometer. The organisation-membership tier provides premium features such as the Coordinator Hub, priority support, and advanced tournament capabilities for workplaces and communities.
Is 10,000 Steps a public or private company?
10,000 Steps is a private company. It is classified as state government owned and is currently operating.
When was 10,000 Steps founded?
10,000 Steps was founded in 2001. It employs 1 to 10 people.
Where is 10,000 Steps based?
10,000 Steps is headquartered in Rockhampton, Australia, in the Oceania region.
How does 10,000 Steps make money?
Two revenue lines are on record. Organisational Membership Subscriptions are the primary driver. The others are free Individual Membership.
Does 10,000 Steps have an API?
No public API is recorded for 10,000 Steps.
What industry is 10,000 Steps in?
10,000 Steps's product category is Physical Activity Tracking Software. Its primary akta.pro industry code is HSADABAK, Sports-Specific Group Conditioning, with a secondary code of MPAKAIAH, Virtual & Hybrid Participation Events (App-Based, Remote/Hybrid Races). Its NAICS code is 71394 and its SIC code is 7997.