What Active Farmers does

Active Farmers is a registered not-for-profit health promotion charity, founded in 2015 by Ginny Stevens from her family's mixed farming operation in Mangoplah, Southern New South Wales. The organisation delivers regular group fitness classes in small rural Australian communities — typically towns with populations under 5,000 — through a network of locally embedded, qualified personal trainers who operate in community venues such as public halls and recreation reserves. By 2024, Active Farmers had expanded to 65 communities across six Australian states/territories (NSW, Victoria, Queensland, South Australia, Tasmania, Western Australia), running more than 300 classes and reaching more than 1,500 participants per month. Its core product is the group fitness class, supplemented by signature events (Active Farmers Games, Ride for Resilience, Run for Resilience, Sports Lunch, Monster Tractor Raffle), health workshops (nutrition, mindfulness, mental health first aid, financial planning), the EMPOWERED Scholarship Program (co-developed with FIT College and Hutcheon & Pearce to train local trainers), an 8 Week Challenge structured wellness program, and online/virtual classes via Facebook Live introduced during COVID-19.

The organisation addresses a documented mental health crisis in rural Australia, where farmers are approximately twice as likely to die by suicide compared to other professions. Active Farmers' business model combines participant class fees ($15 per session after a free first class), corporate sponsorships (Delta Agribusiness as founding partner, Nufarm, LAWD, FMC Corporation, Westpac, Lenovo, Gallagher, and others), donations and fundraising events (GoFundMe, raffles, City2Surf teams), and philanthropic partnership funding for the EMPOWERED scholarship program. Revenue is concentrated in sponsorship and fundraising rather than class fees. The core team is small (9 employees per firmographic data), with operational delivery handled by approximately 48 qualified personal trainers operating independently under the Active Farmers brand. The organisation is governed by a board chaired by Lyn Angel, with patrons including Gerard Hines (Managing Director of Delta Agribusiness) and Emma Rossi, and is supported by fundraising, regional coordinator, and event management staff. No private equity or parent company ownership is indicated.

Name

Active Farmers

Legal name

Active Farmers Ltd

Website

https://activefarmers.com.au

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Active Farmers is a registered Australian not-for-profit health promotion charity that delivers group fitness classes in 65 small rural farming communities across six states, reaching 1,500+ participants monthly through locally embedded qualified personal trainers and complementary workshops, events, and the EMPOWERED Scholarship Program.

Ownership category

akta.pro rank

Headquarters

HQ city

Mangoplah

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Class fees: Participants pay $15 per class after a free first session. This is a per-attendance fee model contributing to trainer wages, venue hire, and program costs.
2. Corporate sponsorships: Corporate sponsors (Delta Agribusiness, Nufarm, LAWD, FMC Corporation, Westpac, FrontRow Group, Taylors Wines/Wakefield Wines, Gage Roads Brew Co, Gallagher, Hutcheon & Pearce, Corteva, AgXtra, Grampians Health, Lenovo, Boyce, and others) provide financial support, in-kind donations, and event backing. Sponsorships are multi-year (e.g., LAWD 3-year deal) and include foundation/event partners.
3. Donations and fundraising: Active Farmers raises funds through donations (GoFundMe page), raffle ticket sales (Monster Tractor Raffle at $100 per ticket with a $280,716 prize), Sports Lunch events ($100,000 raised in 2024), City2Surf fundraising teams ($30,000 raised by Boyce team), and community fundraising events.
4. EMPOWERED Scholarship Program partnerships: Hutcheon & Pearce, Grampians Health, AgXtra, and FIT College co-fund a scholarship program that trains local community members as personal trainers. This is a philanthropic/investment model from partners rather than a revenue stream for Active Farmers, but reduces trainer recruitment costs.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Active Farmers is a registered not-for-profit health promotion charity that delivers regular group fitness classes in small rural Australian farming communities (towns under 5,000 population). Classes are led by locally recruited qualified personal trainers who operate in community venues, supplemented by signature events (Active Farmers Games, Ride for Resilience, Run for Resilience, Sports Lunch), health workshops, the EMPOWERED Scholarship Program, an 8 Week Challenge, and online Facebook LIVE classes. The core purpose is to address rural mental health, social isolation, and limited access to fitness services in farming communities.

Product overview

Active Farmers is a not-for-profit health promotion charity that operates as a unified service rather than a platform-plus-modules architecture. The core offering is group fitness classes in rural Australian communities, supplemented by event programs (Active Farmers Games, Ride for Resilience, Run for Resilience), health workshops (Rural Mindfulness, nutrition), the EMPOWERED Scholarship Program for training local trainers, 8 Week Challenge for structured wellness programs, and online/virtual class options. These components work together to address mental health, social isolation, and physical wellbeing in farming communities.

Differentiator

Problem solved

Functional benefit

Products and services

• Group Fitness Classes Regular group fitness sessions led by locally recruited qualified personal trainers in small rural Australian farming communities (populations under 5,000). Classes are designed to mimic the 'team sport effect' and create community belonging while improving physical and mental health. Welcoming all fitness levels; first class free, then $15 per session.
• Active Farmers Games Annual multi-obstacle event modelled after Tough Mudder with a rural flavour, featuring challenges such as tractor tyre pushes, round bale rolling, and hay bale stack climbing. Includes a kids' course and family-friendly activities. Held at venues such as Lake Centenary, Temora in 2020.
• Ride for Resilience Fundraising bike rides to raise awareness and funds for rural mental health. Past events include the Cherry Ride for Resilience.
• Run for Resilience Fun-run and walk events that bring rural communities together while raising funds for rural mental health initiatives. Examples include the Hay Run 4 Resilience.
• Health Workshops Community-based workshops covering nutrition, general wellbeing, financial planning, and mindfulness. Includes the Rural Mindfulness workshop program delivered by specialist facilitators such as Narelle Hunter.
• EMPOWERED Scholarship Program Scholarship program in partnership with Hutcheon & Pearce, FIT College, AgXtra, and Grampians Health that funds rural individuals to complete Certificate III and IV in Personal Training, enabling them to become Active Farmers trainers in their local communities. Recipients work with Active Farmers for a minimum of two years.
• 8 Week Challenge Structured fitness and wellness challenge with pre and post health assessments, weekly meal plans, exercise videos, relaxation techniques, and values assessments from psychologists.
• Online/Virtual Classes Online fitness classes offered through Facebook Live and other digital platforms, particularly during COVID-19 lockdowns, enabling remote participation for rural communities (e.g., 82-year-old Dawn Davidson completed 12 Facebook LIVE classes during lockdown).

Quantifiable outcome

• More than 1,500 participants attend each month across 65 communities
• +6 more outcomes

Named customers11 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

31 partnerships are on record, tiered minor, flagship / foundation partner and core.

• Boyce (accounting firm)minorGTM or Marketing Partner · 13 August 2024Boyce is a leading provider of financial and advisory services that has been supporting charitable causes since 2008. The firm raised $30,000 for Active Farmers at City2Surf 2024 and has contributed over $400,000 to various organisations. Boyce ranked 10th on the City2Surf leaderboard.
• FMC CorporationminorGTM or Marketing Partner · 1 July 2024FMC Corporation is a sponsor of the Monster Tractor Raffle (alongside Delta and Australian John Deere Dealerships), contributing to the $280,716 prize pool.
• Australian John Deere DealershipsminorGTM or Marketing Partner · 1 July 2024Australian John Deere Dealerships are co-sponsors of the Monster Tractor Raffle alongside Delta and FMC, providing the 6140M John Deere Tractor with 643R Loader as the prize (valued at $280,716).
• WestpacminorGTM or Marketing Partner · 14 June 2024Westpac is listed as a sponsor of the 2024 Active Farmers Sports Lunch, which raised $100,000.
• FrontRow GroupminorGTM or Marketing Partner · 14 June 2024FrontRow Group sponsored the 2024 Active Farmers Sports Lunch.
• Taylors Wines / Wakefield WinesminorGTM or Marketing Partner · 14 June 2024Taylors Wines / Wakefield Wines sponsored the 2024 Active Farmers Sports Lunch.
• Gage Roads Brew CominorGTM or Marketing Partner · 14 June 2024Gage Roads Brew Co sponsored the 2024 Active Farmers Sports Lunch.
• Delta Agribusiness (Event Partner)flagship / foundation partnerGTM or Marketing Partner · 14 June 2024Delta Agribusiness served as Foundation Partner and Event Partner for the 2024 Active Farmers Sports Lunch at the Fullerton Hotel.
• Lenovo AustraliaminorGTM or Marketing Partner · 20 November 2022Lenovo Australia gifted 24 Thinkpad laptops to Active Farmers in November 2022 to ensure the organisation could operate efficiently across its 58 communities. David Chapman, Lenovo CFO and Executive, facilitated the donation.
• LAWDcoreGTM or Marketing Partner · 9 August 2022LAWD entered a three-year sponsorship arrangement with Active Farmers in August 2022. LAWD is a leading national real estate and advisory firm. Director Tim Corcoran (Boorowa resident) represents the firm in the partnership, praising Active Farmers' grassroots approach to community wellbeing.
• Nufarm AustraliacoreGTM or Marketing Partner · 8 July 2022Nufarm partners with Active Farmers to improve regional resilience. As part of its 'Australian Through & Through' commitment, Nufarm supports Active Farmers to assist with continued growth and helping farmers and their communities connect through health activities. Peter O'Keeffe, Nufarm's Commercial General Manager, is a key relationship contact. Nufarm was recognised in AFR Boss Best Place to Work in Agriculture in April 2022.
• AgXtraminorGTM or Marketing Partner · 1 January 2022AgXtra joined the EMPOWERED Scholarship Program in 2022, providing additional support to enable four more scholarships per intake, bringing total recipients to 10 per year.
• Grampians HealthminorGTM or Marketing Partner · 1 January 2022Grampians Health joined the EMPOWERED Scholarship Program in 2022, providing additional funding for four more scholarships, enabling 10 total recipients per year.
• FIT CollegecoreStrategic or Co-development Partner · 1 January 2021FIT College co-developed the EMPOWERED Scholarship Program with Active Farmers and Hutcheon & Pearce. The program provides Certificate III and Certificate IV in Personal Training qualifications to selected recipients who then work with Active Farmers for a minimum of two years.
• Murrumbidgee Primary Health NetworkminorGTM or Marketing Partner · 14 March 2020Murrumbidgee Primary Health Network provided financial support for the 2020 Active Farmers Games through the Australian Government's PHN Program, Youth Grants and Empowering Communities program.
• Incitec Pivot FertilizersminorGTM or Marketing Partner · 14 March 2020Incitec Pivot Fertilizers was a Major Partner of the 2020 Active Farmers Games at Lake Centenary, Temora.
• FMC Corporation (Games sponsor)minorGTM or Marketing Partner · 14 March 2020FMC Corporation was a Gold Partner of the 2020 Active Farmers Games.
• Petro nationalminorGTM or Marketing Partner · 14 March 2020Petro national was a Silver Partner of the 2020 Active Farmers Games.
• SWFminorGTM or Marketing Partner · 14 March 2020SWF was a Silver Partner of the 2020 Active Farmers Games.
• Precision S / Street and RoadminorGTM or Marketing Partner · 14 March 2020Precision S was a Silver Partner of the 2020 Active Farmers Games.
• Riverina BluebellminorGTM or Marketing Partner · 31 August 2018Riverina Bluebell provided funding to bring the Spring into Spring community support program to four Riverina communities during the 2018 drought.
• Restore Hope AusminorGTM or Marketing Partner · 31 August 2018Restore Hope Aus partnered with Active Farmers to deliver the Spring into Spring community support program to seven drought-affected communities, providing free fitness classes and health workshops.
• Delta Agribusinessflagship / foundation partnerGTM or Marketing PartnerDelta Agribusiness is the founding partner of Active Farmers. As a Foundation Partner, Delta has been a key supporter from the very beginning, providing foundational financial and promotional support. Delta's MD Gerard Hines serves as a Patron of Active Farmers. Delta reaffirmed its commitment in September 2022.
• Gallagher (AJG)minorGTM or Marketing PartnerGallagher (AJG) is listed as a sponsor/partner on the Active Farmers website footer alongside other agricultural partners.
• Hutcheon & PearcecoreStrategic or Co-development PartnerHutcheon & Pearce co-developed the EMPOWERED Scholarship Program with Active Farmers and FIT College in 2021. The program trains local community members to become personal trainers. H&P MD Arron Hutcheon describes the partnership as a perfect fit aligning values around rural community support.
• Narelle HuntercoreStrategic or Co-development PartnerNarelle Hunter is a Dru Yoga teacher and mindfulness specialist who delivers the Rural Mindfulness workshop program for Active Farmers. She co-authored a 30-day health and wellness challenge with Active Farmers and provides ongoing mindfulness content.
• Judy Davie / The Greengrocers DietminorStrategic or Co-development PartnerJudy Davie (The Greengrocers Diet author and food coach) has partnered with Active Farmers for the Calmer Farmer roadshow and health workshops, providing nutrition expertise for drought-affected communities.
• PA2healthminorStrategic or Co-development PartnerPA2health partnered with Active Farmers in 2019 to deliver a holistic 4-week health and wellbeing challenge (nourish, move, relax, think, socialise). PA2health donated 15 free signups and 20% of subsequent proceeds to Active Farmers.
• Alice Williams (Registered Psychologist)minorStrategic or Co-development PartnerAlice Williams, a registered psychologist, provided a free online Q&A for Women's Health Week (2018) discussing mental health tips for women, and contributed to the PA2health challenge with daily tips.
• KalyxminorGTM or Marketing PartnerKalyx partnered with Active Farmers to host 'An Evening With Wallabies Coach Eddie Jones' fundraising event, combining drinks, canapes, and sporting inspiration at Grove Estate Winery.
• Harvey NormanminorGTM or Marketing PartnerHarvey Norman provided a $1,500 gift voucher for the Lesley Morrison Community Spirit Award winner (Bec Niejalke, 2022).

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Lifeline Australia: National crisis-support and suicide-prevention NFP. Comparable as a major Australian mental-health charity addressing the same rural suicide crisis; operates a different (crisis-line) model but serves overlapping beneficiaries and is a likely downstream referral partner.
• Black Dog Institute: Australian medical research institute focused on mental health, including rural and farming populations. Comparable as a mission-aligned organisation tackling the same rural-mental-health problem but through clinical research and digital tools rather than community fitness delivery.
• beyondblue: Australia's largest mental-health NFP addressing anxiety, depression and suicide across all demographics. Broader and better funded than Active Farmers, with overlapping mental-health mission and rural outreach programs — relevant as an incumbent partner/funder rather than a direct competitor.

Regional players

• GoodGym: UK-based charity combining group running with community service in local neighbourhoods. Comparable as a community-fitness charity using group exercise to drive social impact, though UK-only and not focused on rural mental health.

Direct peers

• Rural Aid: Australia's largest rural charity supporting farmers and rural communities through financial, fodder, water, and wellbeing assistance. Comparable as a national NFP serving the same rural-Australian beneficiary base with multi-program support including mental health.
• Parkrun Australia: Free, weekly community 5K events run by local volunteers across hundreds of Australian locations, including regional towns. Directly comparable as a free-to-access, volunteer-led, community-fitness model that uses regular local events to drive participation and social connection.
• Men's Shed Australia: National NFP network of 1,200+ community sheds addressing social isolation and mental health in rural and regional Australia. Comparable to Active Farmers in mission (rural male mental health, community connection, grass-roots delivery) and beneficiary profile.
• Fat Farmers (Australia/NZ): Grassroots men's fitness and mental-health initiative for farming communities in Australia/NZ. Almost identical target audience (rural farmers), format (group fitness classes in small towns), and mission (fitness as a vehicle to address rural mental health).
• PCYC (Police Citizens Youth Clubs Queensland): NFP delivering sport, recreation and youth-development programs across Queensland and other states, often in regional areas. Comparable as a community-fitness charity using venues, qualified instructors, and low-cost classes to deliver social outcomes.
• YMCA Australia: Large Australian not-for-profit delivering community-based fitness, recreation and youth programs nationwide. Directly comparable as a NFP community-fitness operator with a mission-driven, volunteer-and-staff-supported delivery model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/activefarmersau
• Instagraminstagram.com/activefarmersau
• LinkedInlinkedin.com/company/active-farmers

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Active Farmers