Girl Guides Australia

What Girl Guides Australia does

Girl Guides Australia is the national coordinating body for the Girl Guiding movement in Australia, established in 1910 and operating as a registered charity under the ACNC. It serves girls aged 5-17 through the Australian Guide Program (AGP), young women aged 18-30 through the Olave Program, adult volunteers who run local Units, and former members through the Trefoil Guild. The national organisation coordinates six State Girl Guide Organisations (NSW & ACT & NT, Queensland, South Australia, Tasmania, Victoria, Western Australia), each delivering programs autonomously through local volunteer-led Units in communities, schools, and neighbourhoods.

The core product is the Australian Guide Program, a self-development curriculum focused on practical skills, physical development, and relationships, with a recognition system that culminates in the Queen's Guide Award (formally recognised in the education systems of NSW, NT, SA, WA, and Tasmania). Supporting programs include Guide Your Money (financial literacy, in partnership with Ecstra), the Period Prepared Program (in partnership with Modibodi), Free Being Me, Surf Smart 2.0, and international opportunities via WAGGGS such as the Juliette Low Seminar and Helen Storrow Seminar. The underlying technology stack consists of digital learning platforms for the Australian Leadership and Qualification Program (ALQP), digital ALQP Passports for progress tracking, virtual peer groups, and online training sessions. New 2026 initiatives include an Entrepreneurship Program and a STEM Together Program with CSIRO.

Revenue is generated through three streams: membership fees (recurring, charged by State Organisations), retail sales of uniforms, badges, and merchandise through state retail shops and online stores (channel partner Noone operates the online shop), and donations via platforms such as Raisely. The I GO PLACES Campaign is a current fundraising effort. As a non-profit, no revenue figures are publicly disclosed. The organisation is led by Chief Commissioner Helen Reid, with program delivery dependent on a volunteer workforce rather than paid headcount at scale.

Name

Girl Guides Australia

Legal name

Girl Guides Australia

Website

https://girlguides.org.au

Company type

Private

Founded year

1910

Operating status

Operating

Headcount range

11–50 employees

Short description

Girl Guides Australia is a national not-for-profit coordinating body, established in 1910, that delivers the Australian Guide Program to girls aged 5-17, the Olave Program to young women aged 18-30, and volunteer pathways, funded via membership fees, retail sales, and donations.

Ownership category

akta.pro rank

Headquarters

HQ city

Surry Hills, NSW

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Fees: State Girl Guide Organisations charge membership fees for participation in Guiding activities and programs.
2. Retail Sales: Sale of uniforms, badges, handbooks, and official merchandise through Girl Guide retail shops across Australia (Noone Girl GUIDES AUSTRALIA shop, Western Australia Shop, Victoria shop, South Australia shop).
3. Donations: The organization accepts donations through platforms like Raisely for campaigns such as the I GO PLACES Campaign to support girls and young women.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Girl Guides Australia is a national not-for-profit youth organization that delivers the Australian Guide Program (AGP) for girls aged 5-17, the Olave Program for young women aged 18-29, and the Trefoil Guild for former members. The organization provides leadership development, outdoor activities, life skills education, financial literacy (Guide Your Money), period preparedness, and international opportunities through WAGGGS, supported by a network of volunteer-led local Units across all Australian states and territories.

Product overview

Girl Guides Australia operates as a unified youth development organization offering the Australian Guide Program (AGP) as its core product, supplemented by the Girl Recognition System for badges and awards (including Junior BP Award, BP Award, and Queen's Guide Award as peak achievements), the Olave Program for young women aged 18-29, and the Trefoil Guild for former members. The organization provides educational programs including the Guide Your Money financial literacy program (9 topics), Period Prepared Program (in partnership with Modibodi), Free Being Me body confidence program, and Surf Smart 2.0 internet safety. International opportunities include the Juliette Low Seminar and Helen Storrow Seminar through WAGGGS. Training is delivered through the Australian Leadership and Qualification Program (ALQP) for volunteer development. All programs are supported by the Child Safe Child Friendly Framework and Reconciliation Action Plan.

Differentiator

Problem solved

Functional benefit

Products and services

• Australian Guide Program (AGP) The main youth development program for Girl Guides focusing on leadership and personal development, empowering girls aged 5-17 to plan, implement and evaluate their own activities across practical skills, physical development, and relationships.
• Girl Recognition System Comprehensive badge and award system including Explore, Create, Achieve, and Discover challenges across 11 areas such as Advocacy, Life Skills, Outdoors, and Science and Technology for girls in the Australian Guide Program.
• Queen's Guide Award The peak achievement award for Youth Members, providing personal development and self-awareness opportunities, recognised in education systems of NSW, NT, SA, WA, and Tasmania.
• Olave Program Community for young women aged 18-29 focusing on community, adventure, and self-development. Includes Peer Groups, Olave Challenge, Olave Baden Powell Award, and Duke of Edinburgh Award.
• Guide Your Money Program Financial literacy and wellbeing program with nine topics: Money and Me, Budgeting, Saving for a goal, Pause Points, Borrowing, Investing, Super, Protecting Me, and My Financial Future. Developed in partnership with Ecstra.
• Period Prepared Program Partnership with Modibodi providing period-positive resources, leak-proof products, and support for managing periods at camps and sleepovers. Includes Period Point Wash Stations, leader guides, and educational resources.
• ALQP (Australian Leadership and Qualification Program) Leadership, Management and Learning Development qualification program for volunteer adult Guiding roles with online training, mentoring, and in-person sessions. Includes Leadership and Management Qualification Passports.
• Free Being Me Body confidence program promoting self-esteem and challenging beauty stereotypes for young people, delivered through WAGGGS.
• Trefoil Guild Program for former Girl Guides celebrating 80 years in 2025, offering continued Guiding connection, friendship, and flexibility.
• Uniform and Retail Shop Official Girl Guide uniform including polo shirts, blue buttoned shirts, navy pants, sashes, and optional items like fleece jackets, bucket hats, and beanies, sold through multiple retail shops across Australia.

Quantifiable outcome

• 68% of girls have concerns about periods while at a camp or sleepover
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• ModibodicoreStrategic or Co-development Partner · 1 March 2025Modibodi, a reusable leak-proof period wear brand, partnered with Girl Guides Australia on the Period Prepared Program (Periods Don't Pause Adventures). The partnership provides period-positive resources, leak-proof products, and support conversations to help girls manage periods confidently at camps and sleepovers. Includes Period Point Wash Stations, Leader Guides, and a Period Prepared Badge.
• Ecstra (formerly Financial Literacy Australia)coreStrategic or Co-development PartnerEcstra provided funding, support and expertise for the development of the Guide Your Money Independence program, which aims to build financial literacy and wellbeing for young women.
• JiMo PartnersminorStrategic or Co-development PartnerPartner contributing to the development of the Guide Your Money Independence program.
• Rooftop SocialminorStrategic or Co-development PartnerPartner contributing to the development of the Guide Your Money Independence program.
• RTO AdvanceminorStrategic or Co-development PartnerPartner contributing to the development of the Guide Your Money Independence program.
• World Association of Girl Guides and Girl Scouts (WAGGGS)coreStrategic or Co-development PartnerGlobal membership organization connecting Girl Guides Australia with over 10 million members in 153 countries. Provides World Centres, international seminars (Juliette Low Seminar, Helen Storrow Seminar), and global programs including Free Being Me, Surf Smart 2.0, and Voices Against Violence.
• Share the DignityminorStrategic or Co-development PartnerCharity partnership where Olaves, Trefoil Guild and Girl Guides participate in the 'It's in the Bag' campaign, collating and donating bags for vulnerable girls and women.
• Clean Up AustraliaminorStrategic or Co-development PartnerAnnual partnership where Girl Guide Units participate in Clean Up Australia Day activities. Over 3,000 Guides participated in 2025 with 156 clean-ups removing over 4,680 kgs of litter.
• Duke of Edinburgh's International AwardminorStrategic or Co-development PartnerPartnership allowing Girl Guides aged 14+ to participate in the Duke of Edinburgh's Award Scheme through their Guide Unit.
• CSIROminorStrategic or Co-development PartnerPartnership for the STEM Together program and CSIRO Wild Watch citizen science initiative during National Science Week 2025.
• Noone (Uniform Retailer)minorChannel Partner/ Reseller/ DistributorNoone operates the Girl GUIDES AUSTRALIA online shop for uniforms, badges, and merchandise.
• TwinklminorStrategic or Co-development PartnerEducational resource provider partnered with GGA to create ANZAC Day social situation resources for girls.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Girlguiding UK: The UK national member of the WAGGGS movement delivering badges, unit-based programs, and international opportunities; comparable operating model, demographic focus, and program structure to GGA.
• Camp Australia: Provider of before-, after-school, and holiday programs across Australian primary schools; competes with GGA for after-school time and holiday-period family spend while targeting a younger school-age demographic.
• Girl Scouts of the USA: The U.S. member of the same WAGGGS-affiliated global movement, operating an analogous badge, cookie fundraising, leadership, and STEM model; a direct strategic peer sharing curriculum frameworks and international programming infrastructure with GGA.
• Scouts Australia: Australia's largest mainstream youth organisation running badge-based programs, outdoor adventure, and community service for young people; competes with GGA for the same parent and volunteer pool while offering a co-ed alternative.
• PCYC (Police Citizens Youth Clubs NSW): Australian youth organisation offering sport, recreation, leadership, and life-skills programs for children and young people; competes for after-school time and parent spend with GGA across NSW and Queensland.
• Duke of Edinburgh's International Award Australia: Non-formal awards framework for young people aged 14+ covering volunteering, physical, skills and expedition; already embedded in GGA's Olave Program and competes/overlaps as a parallel credentialing path for the same youth demographic.
• St John Ambulance Australia Youth Program: National youth division offering first-aid training, leadership, and community service badges for school-aged youth; competes for volunteer-driven badge-program participation in the same age range as GGA.
• The Boys' Brigade Australia: Long-running Australian uniformed youth organisation focused on Christian-based personal development, leadership, and outdoor programs; competes for older youth members and volunteers in the same faith-and-values segment.

Others

• Australian Red Cross Youth: Humanitarian organisation running school-based and community youth programs including humanitarian-focused peer education; competes for student volunteer hours and aligns thematically with GGA's community-service programming.
• YMCA Australia: Major national youth and community organisation delivering leadership camps, aquatics, and youth programs; less directly competitive on badge-based girl-only programs but overlaps in after-school and youth-development space.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key highlights7 records

Customer concentration

• Xx.com/girlguidesaus
• Facebookfacebook.com/girlguidesaus
• LinkedInlinkedin.com/company/girl-guides-australia
• Instagraminstagram.com/girlguidesaus

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Girl Guides Australia