What Read the Play does

Read the Play is a Geelong, Victoria-based not-for-profit organization founded in 2006 by David Langley as a Kempe Engineering initiative and now operating as an independent DGR-registered charity. The organization delivers free, facilitator-led mental health education programs to young people aged 12-18 through community sporting clubs across the Barwon region (Geelong, Bellarine, Colac). Its core product is a portfolio of six age-targeted programs — Hit The Mark and Game Plan (12-14), Huddle Up and MVP (14-16), Play On and Take a Chance (16-18) — supplemented by the Online Player Wellbeing Officer (PWO) course, an Online Parent Course, the RTP Game Changers youth leadership program, and a tiered donor membership (RTP Club).

The business model is donation- and partnership-funded rather than transactional. Programs are free to participating clubs, with revenue sourced from corporate major partners (Kempe Engineering, GMHBA, Hamlan Homes, Beyond Bank, Morris, K rock 95.5, WorkSafe Victoria, SMC), individual donations (DGR tax-deductible from $2), ticketed events (Gala Dinners, Fundraiser Breakfasts, High Teas, Serenity in the Stadium), and modest merchandise sales. Distribution is event-driven: trained facilitators deliver one-hour sessions on-site at clubs (max 40 participants), supported by a self-paced online training platform (training.readtheplay.org.au) and a WordPress-based website. The GTM relies on league-level partnerships with AFL Barwon, Geelong & District FNL, and Colac & District FNL, ambassador relationships with Geelong Cats AFL players, and broadcast amplification through K rock 95.5.

The customer base is non-commercial: participants are 30,000+ young people cumulatively since 2006 (4,697 in 2022-2024, with 50+ clubs engaged in 2026's Read the Play Round), and the primary segments are young athletes, sporting clubs, parents/carers, and volunteer facilitators. Outcomes are independently validated by Deakin University CEDAAR (93% report better mental health understanding, 92% confident seeking support, 91% normalized conversations, 1-in-11 sought help post-session). The technology stack is intentionally low-tech — in-person facilitation, an LMS-style training portal, and e-commerce — with no AI, app, or API layer identified.

Name

Read the Play

Legal name

Read The Play

Website

https://readtheplay.org.au

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

Read the Play is a Geelong-based not-for-profit that delivers free, facilitator-led mental health education programs to young people aged 12-18 through community sporting clubs across Victoria's Barwon region, funded by corporate partnerships, donations, and events.

Ownership category

akta.pro rank

Product category

Youth Mental Health Education Services

NAICS

Child and Youth Services (62411)

SIC

Services-Social Services (8300), Services-Educational Services (8200)

akta.pro primary industry

Sports Psychology & Mental Performance Coaching (HSADAEAH)

akta.pro secondary industries

Youth & Scholastic Sports Organizations (K–12, AAU, Club Leagues) (MPAKACAF), Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)

Keywords

• Youth mental health programs
• Mental health literacy education
• Player wellbeing training
• Community sport wellbeing
• Help-seeking education programs

Headquarters

HQ city

Geelong

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, Others

Revenue model

1. Donations and Fundraising: Individual donations from supporters, with Read the Play being a Tier 1 DGR (Deductible Gift Recipient) status charity. All donations over $2 are tax deductible. RTP Club membership program offers donation tiers ($500 Youth Champion, $250 Club Supporter).
2. Partnership Sponsorships: Partnership revenue from major partners, supporters, and community partners who sponsor programs, events, and organizational operations.
3. Event Revenue: Revenue from ticketed events including Gala Dinners, Fundraiser Breakfasts, High Teas, and Serenity in the Stadium yoga events.
4. Merchandise Sales: Sale of branded merchandise including socks ($22) and drink bottles ($50) through the online shop.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Read the Play delivers free, interactive mental health education programs to young people aged 12-18 through local sporting clubs via trained facilitators. The portfolio comprises six age-targeted programs covering mental health literacy, help-seeking, peer support, vaping, alcohol, and risk-taking, supported by online training courses for Player Wellbeing Officers and parents, plus a youth leadership program (Game Changers). Programs are funded by donations, corporate sponsorships, and grants, with no charge to participating clubs.

Product overview

Read the Play is a mental health literacy organization that delivers interactive education programs for young people aged 12-18 through local sporting clubs. The core portfolio consists of six age-targeted programs: Hit The Mark and Game Plan for ages 12-14; Huddle Up and MVP for ages 14-16; and Play On and Take a Chance for ages 16-18. Supporting infrastructure includes Online Player Wellbeing Officer and Parent Courses for training, RTP Club for donations, Game Changers for youth leadership, and PWO Training for club volunteers. Programs are delivered via trained facilitators in club settings and cover topics including mental health awareness, help-seeking, peer support, resilience, and risk prevention.

Differentiator

Problem solved

Functional benefit

Brands

• RTP Game Changers: A youth-led leadership program empowering young people aged 14-20 from local sporting clubs to lead mental health conversations and drive positive change within their communities.
• RTP Club

Products and services

• Hit The Mark
• Game Plan
• Huddle Up
• MVP
• Play On
• Take a Chance
• Online Player Wellbeing Officer Course
• Online Parent Course
• RTP Game Changers
• Player Wellbeing Officer (PWO) Training
• RTP Club
• Read the Play Merchandise

Quantifiable outcome

• 93% of young players reported a better understanding of mental health after participating in Read the Play
• +5 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

17 partnerships are on record, tiered major, core, founding and community.

• K rock 95.5majorGTM or Marketing Partner · 10 July 2026K rock 95.5 is a Major Partner providing media coverage and promotion across Geelong, Surf Coast, and Bellarine Peninsula. The radio station reaches 50%+ of Geelong locals weekly, helping amplify Read the Play's mental health messages through football coverage and community presence.
• MorrismajorGTM or Marketing Partner · 23 February 2026Morris is the Official Business Finance Partner and Major Sponsor of the Game Changers Leadership Program. They support Read the Play's preventative mental health literacy programs and youth leadership initiatives.
• Mindfulness for SportcoreStrategic or Co-development Partner · 15 May 2025Mindfulness for Sport is a Resource Partner providing evidence-based digital mindfulness training that complements Read the Play's face-to-face sessions. Clubs booking sessions during May 2025 received free access to Mindfulness for Sport programs.
• Kempe EngineeringfoundingStrategic or Co-development PartnerKempe Engineering is Read the Play's Founding Partner, having initiated and funded the program from its inception in 2006. Founded by David Langley through Kempe Engineering, the company provided stability and backing needed to establish the organization. Kempe also supported Read the Play's transition to independence as a not-for-profit organization.
• GMHBAmajorGTM or Marketing PartnerGMHBA is a not-for-profit health insurance and care company and Major Partner supporting Read the Play. GMHBA is also the naming sponsor of GMHBA Stadium and proudly supports the Player Wellbeing Officer program.
• Hamlan HomesmajorGTM or Marketing PartnerHamlan Homes is a Major Partner with over 40 years of experience building homes in coastal and regional Victoria. Supports Read the Play Round and youth mental health initiatives.
• Beyond Bank AustraliamajorGTM or Marketing PartnerBeyond Bank Australia is a Community/Personal Finance Partner providing support for Read the Play Round. As one of Australia's largest 100% customer-owned banks, they prioritize community engagement.
• WorkSafe VictoriamajorGTM or Marketing PartnerWorkSafe Victoria is the state's workplace health and safety regulator and Major Partner supporting Read the Play's mental health and wellbeing initiatives.
• SMCcoreGTM or Marketing PartnerSMC is a global leader in pneumatic technology and Major Partner supporting Read the Play through their Australian operations.
• Morris FinancemajorGTM or Marketing PartnerMorris Finance sponsors the Game Changers Leadership Program as Major Sponsor, supporting young leaders aged 14-20 in developing mental health initiatives for their clubs.
• The GordoncoreStrategic or Co-development PartnerThe Gordon is a supporter providing training opportunities including First Aid training for Game Changers participants. Technical and further education institution supporting youth development.
• Geelong CatscommunityGTM or Marketing PartnerGeelong Cats AFL club is a Community Partner with ambassadors Mark Blicavs, Mark O'Connor, and Claudia Gunjaca supporting Read the Play initiatives and events.
• AFL BarwoncommunityGTM or Marketing PartnerAFL Barwon is a Community Partner supporting Read the Play Round and promoting mental health education across member football and netball clubs.
• Geelong & District Football Netball LeaguecommunityGTM or Marketing PartnerGDFNL is a Community Partner participating in Read the Play Round and mental health initiatives across member clubs.
• Geelong United BasketballcommunityGTM or Marketing PartnerGeelong United Basketball is a Community Partner supporting Read the Play's reach across multiple sports in the region.
• Still Not ScaredcoreImplementation/ SI/ Consulting PartnerStill Not Scared is a supporter providing website design services, helping maintain Read the Play's digital presence and online capabilities.
• Pam Hutchinson PhotographycoreGTM or Marketing PartnerPam Hutchinson Photography provides professional photography services supporting Read the Play's visual communications and event documentation.

Scale indicators10 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Batyr: Australian preventative mental health charity running in-person programs for young people in schools, universities and sporting clubs. Directly comparable in delivery mechanism, target audience (12-25), and facilitator-led education model.
• Tackle Your Feelings: Sport-specific mental health education program delivered through Australian sporting clubs. Highly comparable as both organisations embed mental health literacy into grassroots sport settings, with Tackle Your Feelings co-hosting Read the Play's Mental Health Round.

Broad incumbents

• ReachOut Australia: Digital mental health service for young Australians, providing peer-support and self-help resources. Comparable audience (under-25s) and educational remit, though delivered online rather than through in-person sport-club facilitation.
• headspace: Australia's national youth mental health foundation serving 12-25 year olds. Overlaps directly in target demographic (12-18) and mental health literacy focus, but operates at national scale through clinical centres rather than sport-club delivery.
• Black Dog Institute: Australian mental health research and clinical translation institute. Comparable in evidence-based youth mental health programming and research partnerships, but operates at a national research scale versus Read the Play's grassroots delivery.
• RUOK?: National Australian mental health awareness charity focused on encouraging everyday conversations about mental health. Comparable as a peer-driven prevention/awareness model, though broader in channel mix (workplaces, schools, sport) than Read the Play.
• beyondblue: Major Australian mental health organisation supporting anxiety, depression and suicide prevention. Overlaps in mission and is named as a referral partner on Read the Play's website, reflecting comparable youth-and-community focus.

Others

• Kids Helpline: Free 24/7 counselling service for Australian children and young people aged 5-25. Comparable audience but provides crisis/therapeutic support rather than preventative education; complementary referral pathway for Read the Play participants in distress.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/readtheplay
• LinkedInlinkedin.com/company/read-the-play
• Instagraminstagram.com/readtheplayinc

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 Read the Play