Core Advantage
Core Advantage is a Melbourne-based athletic development and sports rehabilitation provider serving young athletes in Melbourne's southeast. Founded in 2009, the 7-person company delivers individualized strength and conditioning memberships, injury rehabilitation programming, a $19 AUD self-guided vertical jump program, and supporting mobile apps and podcast content.
- Company typePrivate
- Founded2009
- HeadquartersOakleigh South, VIC, Australia
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Core Advantage does
Core Advantage is a Melbourne-based athletic development and sports rehabilitation company founded in 2009 that serves young athletes across all sports in Melbourne's southeast. The business operates a dual-track service model: the Athletic Development Membership delivers ongoing individualized strength and conditioning through full assessments, customized programs updated every training block, coached sessions at partner gyms, and regular re-testing using professional-grade protocols; the Sports Rehabilitation Program provides structured return-to-sport programming for injured athletes (ACLs, growth-related pain, tendon issues, back injuries), coordinated with external physiotherapists and designed to finish at performance level rather than just pain-free clearance.
The technology layer supporting these services is modest: the company operates a website with enquiry-based sign-up, a podcast platform with over 180 episodes since 2016, and two free mobile applications (the Metric Jump App for vertical jump testing and an Interval Timer App featuring Fatlek and Tempo timers). The mobile stack uses Google Firebase for authentication and data, Stripe for payments, and Apple/Google app stores for distribution. A self-guided digital product, The Boring Jump Program, is sold globally for $19 AUD as a one-time purchase with lifetime access, representing the only publicly priced offering.
Commercially, Core Advantage generates revenue through subscription memberships (Athletic Development and Sports Rehabilitation, with pricing not publicly disclosed), the $19 AUD digital jump program, schools and clubs coaching contracts, and free content/mobile apps that act as marketing assets. The business employs approximately 7 people including head coach Pat Wilson and co-hosts Durham McInnis and Jacob Tober. Customer engagement is driven by an extensive content marketing footprint (podcast, blog, social) and strong word-of-mouth, evidenced by a 5.0-star Google rating across 50+ reviews and client relationships spanning 7-8 years. Notable athlete outcomes include athletes reaching AFL (St Kilda) and NBL (Melbourne United) professional levels.
Core Advantage firmographics
Firmographics- Name
- Core Advantage
- Legal name
- Core Advantage
- Website
- https://coreadvantage.com.au
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Core Advantage is a Melbourne-based athletic development and sports rehabilitation provider serving young athletes in Melbourne's southeast. Founded in 2009, the 7-person company delivers individualized strength and conditioning memberships, injury rehabilitation programming, a $19 AUD self-guided vertical jump program, and supporting mobile apps and podcast content.
- Ownership category
- akta.pro rank
Core Advantage industry classification
Industry- Product category
- Athletic Development and Sports Rehabilitation Services
- NAICS
- Sports and Recreation Instruction (611620), Fitness and Recreational Sports Centers (71394)
- SIC
- Services-Membership Sports & Recreation Clubs (7997), Services-Health Services (8000)
- akta.pro primary industry
- Strength & Conditioning / Athletic Performance Training (HSADAEAB)
- akta.pro secondary industries
- Sports Rehabilitation, Return-to-Play & Performance Therapy Centers (MPAKAJAO), Elite Performance Training Centers (High-Performance/Pro Prep) (MPAKAJAC), Athlete Testing & Combine Prep (metrics, scouting prep) (HSADAEAK), Sports Performance Personal Training (HSADAAAF)
Keywords
Where Core Advantage is headquartered
LocationHeadquarters
- HQ city
- Oakleigh South, VIC
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Core Advantage business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Athletic Development Membership: Ongoing strength and conditioning membership for developing athletes. Includes full athletic assessment, individualized program, coached sessions at partner gyms, and regular re-testing. Billed on subscription basis though specific billing cadence not publicly disclosed.
- Sports Rehabilitation Program: Structured injury rehabilitation memberships covering assessment, staged return-to-sport planning, physio coordination, and strength benchmarks. Revenue from ongoing rehabilitation coaching sessions.
- Self-Guided Digital Programs: One-time purchase digital programs delivered via website account. The Boring Jump Program sold for $19 AUD with lifetime access. Programs include video instructions, detailed progressions, jump testing app integration, nutrition guide, and recovery protocols.
- Schools & Clubs Coaching: Coaching services delivered to sporting clubs and schools across Melbourne, bringing athletic development, running, and conditioning programs to organized group settings.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Athletic Development Membership - Ongoing S&C |
| Subscription | Monthly | Sports Rehabilitation Program |
| One time/ perpetual license | Pay-as-you-go | The Boring Jump Program - 7-Week Vertical Jump Program |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Core Advantage product offering
Product offeringCore offering
Core Advantage delivers individualized strength and conditioning coaching and structured sports injury rehabilitation to junior and developing athletes in Melbourne's southeast, executed through two subscription memberships (Athletic Development and Sports Rehabilitation) delivered at partner gyms. Programming is built from full athletic assessments and updated every training block using performance testing protocols modeled on those used with professional teams.
Product overview
Core Advantage is an athletic development and sports rehabilitation company offering a dual-track service model: the Athletic Development Membership for ongoing strength and conditioning, and the Sports Rehabilitation Program for structured injury recovery. Complementing the in-person coaching services, the company sells The Boring Jump Program as a self-guided digital product ($19) and distributes educational content through the Core Advantage Podcast (180+ episodes). Two companion mobile apps support athletes: the free Metric Jump App for vertical jump testing and tracking, and the free Interval Timer App for workout timing with Fatlek and Tempo features. Holiday Training Resources are provided free online.
Differentiator
Problem solved
Functional benefit
Products and services
- Athletic Development Membership Ongoing subscription membership for developing athletes providing full athletic assessment, individualized program updated every training block, coached sessions at a partner gym near the athlete, and re-testing each block to track speed, strength, and vertical gains. Targeted at junior athletes and their parents seeking measurable performance improvements and durable development.
- Sports Rehabilitation Program Subscription membership covering assessment of injury and movement history, a staged return-to-sport plan with clear milestones, coordination with the athlete's physio or specialist, and strength benchmarks so the athlete returns durable rather than just pain-free. Designed for athletes recovering from ACL, growth-related pain, tendon, and back injuries.
- The Boring Jump Program A 7-week self-guided online vertical jump improvement program for basketball, volleyball, netball, and AFL athletes. Includes mobility/flexibility, technique, strength/power and durability training, video exercise instructions, progressions, the free Metric Jump App for testing, a nutrition guide, and recovery protocols - all delivered online with no gym required.
- Metric Jump App Free mobile app for iOS and Android that measures and tracks vertical jump performance over time, allowing athletes to monitor vertical jump gains independently or as part of The Boring Jump Program.
- Core Advantage Interval Timer App Free interval timer app for iOS and Android featuring Fatlek and Tempo timers designed for conditioning programming, particularly useful for team sport athletes and interval-based conditioning work.
- Schools and Clubs Coaching Programs On-site coaching services delivered to sporting clubs and schools across Melbourne, bringing athletic development, running and conditioning programs directly to organized athlete groups within their existing structures. Targeted at club administrators, head coaches, and school program coordinators.
Quantifiable outcome
- Athletes typically add 6-10cm to vertical jump in first few weeks of the Boring Jump Program
- +2 more outcomes
Companies that use Core Advantage
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
Core Advantage technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature4 records
Core Advantage partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor and core.
- IronEdgeminorEquipment partner providing strength training equipment including IronEdge trap bars and other gym equipment. Mentioned as a proud partner in podcast content. Core Advantage uses IronEdge equipment at their facility.
- Google FirebasecoreAuthentication and data storage provider for Core Advantage's mobile applications. Handles user account authentication and stores training data including jump heights, lift velocities, session logs, and progress history.
- StripecorePayment processor for in-app purchases and subscriptions. Core Advantage receives purchase confirmation and subscription status through Stripe but does not handle card details directly.
- Apple App Store / Google PlaycoreApp distribution platforms for Core Advantage's mobile applications including the Metric Jump testing app and interval timer app.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Core Advantage competitors and assessment
Company assessmentDirect peers
- PJF Performance: PJF Performance sells self-guided vertical jump and athletic training programs online, with measurable outcome claims similar to Core Advantage's Boring Jump Program. Direct peer on the digital self-guided vertical jump product line and content-driven marketing approach.
- ProActive Sports Performance: ProActive Sports Performance is a US athlete training facility offering individualized S&C and speed/agility programs for youth and high-school athletes. Comparable on customer segment (developing athletes), partner-gym delivery model, and assessment-driven programming.
- Parabolic Performance & Rehab: Parabolic Performance & Rehab is a US athletic performance and physical therapy clinic combining S&C programming with sports rehabilitation — a near-direct analogue of Core Advantage's dual Athletic Development + Sports Rehabilitation service model.
- IFAST (Indiana Functional/Athletic Strength Training): IFAST is a long-running US S&C facility that emphasizes individualized assessment-driven programming for athletes — a near-direct analogue of Core Advantage's methodology, including testing blocks and athlete-specific programming rather than templates.
- ALTIS: ALTIS is an elite sprint and athletic performance training center that combines individualized programming, performance testing, and rehab for high-level athletes. Comparable to Core Advantage on the elite-athlete pathway and testing-driven methodology, though operating at much larger scale and primarily for track & field athletes.
- Competitive Edge Performance (CEP): Competitive Edge Performance is an athletic performance training center serving youth and developing athletes with individualized S&C and testing protocols. Direct peer on facility-based, testing-driven youth athletic development.
- Mike Boyle Strength and Conditioning: Founded and run by a single prominent accredited S&C coach (Mike Boyle), MBSC is a direct analogue of Core Advantage's coach-led, assessment-based model for athletes. Comparable brand architecture where one coach's methodology anchors the business.
Emerging players
- Faster Mastery: Faster Mastery is an online speed and athletic performance training brand offering self-guided programs to athletes globally. Direct peer to Core Advantage's digital product line and content-led acquisition strategy.
- STACK: STACK is a digital sports performance training and content platform providing self-guided athletic development programming. Direct peer to Core Advantage's Boring Jump Program and content/marketing model — both monetize thought-leadership content into digital training products.
Broad incumbents
- EXOS: EXOS is a large US-based athletic performance training provider that combines individualized testing, S&C programming, and rehab — the same service architecture Core Advantage delivers at smaller scale. Comparable on testing-driven methodology and elite/developing athlete split, though EXOS serves corporate wellness, military, and pro teams at much broader scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Core Advantage social profiles
Digital presenceCore Advantage financial estimates
Financial estimateRevenue estimate
Valuation estimate
Core Advantage leadership team
Management profileNumber of profiles
Profiles5 records
Core Advantage funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Core Advantage 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 Core Advantage
What does Core Advantage do?
Core Advantage delivers individualized strength and conditioning coaching and structured sports injury rehabilitation to junior and developing athletes in Melbourne's southeast, executed through two subscription memberships (Athletic Development and Sports Rehabilitation) delivered at partner gyms. Programming is built from full athletic assessments and updated every training block using performance testing protocols modeled on those used with professional teams.
Is Core Advantage a public or private company?
Core Advantage is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Core Advantage founded?
Core Advantage was founded in 2009. It employs 1 to 10 people.
Where is Core Advantage based?
Core Advantage is headquartered in Oakleigh South, VIC, Australia, in the Oceania region.
How does Core Advantage make money?
Four revenue lines are on record. Athletic Development Membership is the primary driver. The others are sports Rehabilitation Program, self-Guided Digital Programs and schools & Clubs Coaching.
Who are Core Advantage's main competitors?
Direct peers on record are PJF Performance, ProActive Sports Performance, Parabolic Performance & Rehab, IFAST (Indiana Functional/Athletic Strength Training), ALTIS, Competitive Edge Performance (CEP) and Mike Boyle Strength and Conditioning. Emerging players are Faster Mastery and STACK. EXOS is listed as a broad incumbent.
Does Core Advantage have an API?
No public API is recorded for Core Advantage.
What industry is Core Advantage in?
Core Advantage's product category is Athletic Development and Sports Rehabilitation Services. Its primary akta.pro industry code is HSADAEAB, Strength & Conditioning / Athletic Performance Training, with a secondary code of MPAKAJAO, Sports Rehabilitation, Return-to-Play & Performance Therapy Centers. Its NAICS code is 611620 and its SIC code is 7997.