What Hema Group does

Hema Group is an Australian privately-held content and products company that has operated for nearly 50 years under a portfolio of three sub-brands: Hema Maps (remote and off-road mapping supported by the Hema Map Patrol field team), Adventures Group (media brands delivering content through print, digital, and events), and A247 International (product creation, sourcing, and distribution). The company is headquartered in Braeside, Victoria, and employs over 50 people across cartography, graphic design, sales, GIS, data analytics, eCommerce, content, marketing, supply chain, and technology functions.

The company's core products are paper and digital maps of Australian remote and off-road regions, books and journey-based publishing content, media delivered through print/digital/events channels, and a curated portfolio of high-end outdoor and adventure products. Hema's technical foundation rests on proprietary cartographic data validated over decades by its field patrol team, complemented by GIS and data analytics capabilities. There is no evidence of proprietary software platforms, APIs, or AI/ML systems in the source material; the technology stack appears conventional for a content and distribution business.

Hema makes money through a mix of revenue streams: one-time hardware sales of maps and distributed products, recurring/subscription revenue from media content delivery, and one-time licensing from publishing work done for its own products and partners. Its go-to-market is sales-led, reaching customers through major Australian retailers, remote outback stores, and direct distribution channels. The group also monetizes its distribution network by offering channel access to third-party products seeking Australian retail reach. Customer segments are horizontal — primarily off-road and remote-area enthusiasts plus media and publishing consumers — with no named enterprise anchor accounts disclosed.

Name

Hema Group

Website

https://hemagroup.com.au

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

11–50 employees

Short description

Hema Group is an Australian privately-held content and products company operating for nearly 50 years across mapping (Hema Maps), media (Adventures Group), and product distribution (A247 International), serving off-road enthusiasts and media consumers through major retailers and remote outback stores.

Ownership category

akta.pro rank

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Mapping Products and Services: Australia's most respected remote and off-road mapping provider supported by the iconic Hema Map Patrol field team, selling maps and related products.
2. Media Content: Market leading credible content delivered through print, digital and events channels.
3. Publishing: Expert team delivers highest quality books, maps, journey based content and design for own products and partners.
4. Product Distribution: Creating, sourcing and distributing high end products for decades with reach from major retailers to remote stores.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Hema Group is a diversified Australian content company that creates, publishes and distributes mapping, media and adventure products through three businesses: Hema Maps (Australia's most respected remote and off-road mapping provider, supported by the Hema Map Patrol field team), Adventures Group (media brands delivering credible content via print, digital and events), and A247 International (product sourcing and distribution reaching from major retailers to remote outback stores). The group also provides publishing and design services for its own products and partners.

Product overview

The Hema Group is a diversified media and content company that has been operating for nearly 50 years. The group operates as a platform of distinct brands and businesses rather than a single unified product. Its core offerings span across four main capability areas: Mapping (via Hema Maps, the iconic remote and off-road mapping provider with field patrol team), Media (via Adventures Group with print, digital and events engagement), Publishing (books, maps, journey-based content and design for own products and partners), and Product (creating, sourcing and distributing high-end products). The group also has extensive sales and distribution reach from major retailers to remote stores. The three named products — Hema Maps, Adventures Group, and A247 International — work together to provide a complete content-to-distribution ecosystem, with Hema Maps serving as the flagship mapping brand, Adventures Group handling media and content delivery, and A247 International extending distribution internationally.

Differentiator

Problem solved

Functional benefit

Brands

• Hema Maps: Australia's most respected remote and off-road mapping provider supported by the iconic Hema Map Patrol field team.
• Adventures Group
• A247 International

Products and services

• Hema Maps Australia's most respected remote and off-road mapping provider, supported by the iconic Hema Map Patrol field team, selling maps and related navigation products to off-road, 4WD, overlanding and remote-area travellers across Australia.
• Adventures Group Portfolio of media brands connecting audiences through market-leading, credible content delivered via print publications, digital channels and live events, targeted at Australian adventure and outdoor recreation consumers.
• A247 International

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves3 records

Expansion highlights4 records

Broad incumbents

• National Geographic: Global outdoor, adventure, and nature media brand. Broad incumbent peer for Hema's media and publishing arm, with similar premium-adventure content positioning but much larger global reach.
• Lonely Planet: Global travel publisher producing trusted journey-based guides. Broad incumbent peer for Hema's publishing and travel-content arm, with global reach Hema does not yet have.
• HERE Technologies: Mapping and location-data platform serving automotive and enterprise. Broad incumbent peer for Hema's navigation/mapping core, overlapping product category but operating at vastly larger B2B scale.
• TomTom: Consumer and automotive mapping and navigation provider. Broad incumbent peer with comparable mapping technology, but operates at significantly greater global scale than Hema Maps.

Direct peers

• Australian Geographic: Australian outdoor, adventure, and nature media brand. Direct peer given overlapping audience (Australian adventure enthusiasts), editorial content focus, and multi-format (print, digital) media delivery model mirroring Hema's strategy.
• Rough Guides: Travel guidebook publisher producing credible journey-based content. Direct peer for Hema's publishing and travel-adventure content arm, with similar editorial positioning around trusted, route-rich outdoor guides.
• Explore Australia: Australian travel guidebook and journey-content publisher. Direct peer for the publishing and outdoor-adventure content arm, with comparable Australian-focused book products to Hema's publishing line.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/hema-group

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 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 Hema Group