She Shapes History
She Shapes History is a Melbourne-based experiential tourism company that designs and operates small-group women's history walking tours across four Australian cities and New York, selling public tickets, private bookings, corporate experiences, and school excursions to consumers, enterprises, and educational institutions.
- Company typePrivate
- Founded2021
- HeadquartersMelbourne, Australia
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What She Shapes History does
She Shapes History Pty Ltd is a privately held, Australian-based experiential tourism and content company founded in 2021 by Sita Sargeant in Melbourne. The company designs and operates guided women's history walking tours across four Australian cities (Canberra, Melbourne, Sydney, Wollongong) and New York, with a documented library of 400+ women's stories. Its core product is themed small-group walking tours (maximum 16 participants) priced at $60 per person for public sessions, supplemented by private group bookings with a $780 non-refundable deposit, industry-specific corporate experiences (Women & the Law, Women & STEM, Pride in the Capital, etc.), curriculum-aligned school excursions, custom events, digital gift cards, and keynote speaking services.
The underlying technology stack is a standard SaaS assemblage rather than a proprietary platform: Bookeo handles bookings, Stripe and PayPal process payments, Xero manages accounting, MailerLite and MailChimp drive email marketing, and GA4 plus Microsoft Clarity provide web analytics. No patents, proprietary AI/ML models, or unique technical IP are disclosed; the company's defensibility rests on its curated content library, trained guide bench of 26 across multiple cities, and institutional partnerships with the National Library of Australia and Yarra Ranges Regional Museum.
The business operates a hybrid go-to-market combining direct-to-consumer self-serve online booking for public tours, sales-led direct inquiry for private and corporate bookings, and education-sector sales for school excursions. Revenue is generated across five streams — public walking tour tickets (transaction fees), private group tours (transaction fees with deposits), corporate experiences (professional services), school excursions (professional services), and gift cards — all priced in Australian dollars inclusive of GST. The company is founder-led, bootstrapped with no disclosed institutional funding, and serves individual consumers, corporate teams, and educational institutions as its primary customer segments.
She Shapes History firmographics
Firmographics- Name
- She Shapes History
- Legal name
- She Shapes History Pty Ltd
- Website
- https://sheshapeshistory.com.au
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- She Shapes History is a Melbourne-based experiential tourism company that designs and operates small-group women's history walking tours across four Australian cities and New York, selling public tickets, private bookings, corporate experiences, and school excursions to consumers, enterprises, and educational institutions.
- Ownership category
- akta.pro rank
She Shapes History industry classification
Industry- Product category
- Heritage Walking Tours
- NAICS
- Tour Operators (561520), Tour Operators (56152)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Walking City Tours (Highlights & Orientation) (THAJAAAA)
- akta.pro secondary industries
- Private Guided Tours & Personal Tour Guides (THAJALAA), Museum & Landmark Guided Tours (Skip-the-line/Docent-led) (THAJAAAC), Small-Group Escorted Tour Operators (THAKADAB)
Keywords
Where She Shapes History is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices6 records
Markets served
She Shapes History business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Public Walking Tours: Individual tickets sold for scheduled public tours across Australian cities and New York. Tours priced at $60 per person with various time slots available.
- Private Group Tours: Custom private tours for groups requiring $780 non-refundable deposit, with final payment based on participant count. Suitable for birthdays, team building, school groups, and special events.
- Gift Cards: Digital gift cards sold for tour experiences, marketed as meaningful gifts for various occasions including birthdays, milestones, and celebrations.
- Corporate Experiences: Tailored corporate team experiences with industry-specific focus areas including legal, STEM, government, and Pride themes. Includes pre-tour and post-tour materials.
- School Excursions: Curriculum-aligned educational tours for schools and universities, designed to meet educational standards and inspire student engagement with history.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Public Walking Tours - $60 per person |
| Unit Pricing | Multi-year contract | Private Tour Deposit - $780 non-refundable |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels10 records
She Shapes History product offering
Product offeringCore offering
She Shapes History operates guided women's history walking tours across Australian cities (Canberra, Melbourne, Sydney, Wollongong) and New York. Public tours are priced at $60 per person, with private tours requiring a $780 non-refundable deposit. The company also delivers corporate team experiences, curriculum-aligned school excursions, custom events, speaking engagements, and digital gift cards.
Product overview
She Shapes History is a women's history walking tour company offering guided tours across Australia (Canberra, Melbourne, Sydney, Wollongong) and New York. The core product consists of themed walking tours (Badass Women of Canberra/Melbourne/Sydney/New York, Spies in the Capital, The Dismissal, Wicked Women of Wollongong, A League of Her Own, The Women of the Abbotsford Convent, History Behind The Hedges) priced at $60 per person. The platform extends through private group bookings, corporate team experiences with industry-specific themes (Women & Academia, Women & the Law, Women & Espionage, Women & STEM), school excursions, custom events, content partnerships, speaking services, and gift cards. Special event series include National Library of Australia events and collaboration products like Badass Women of the Yarra Ranges with Yarra Ranges Regional Museum.
Differentiator
Problem solved
Functional benefit
Products and services
- Badass Women of Canberra Flagship guided walking tour discovering politicians, architects, judges, typists, codebreakers, artists, and activists who shaped Canberra, Australia's capital city. Available to general public and private groups.
- Spies in the Capital Canberra walking tour exploring the city's secret world of spies, ASIO history, and the women who were both spies and spied upon from the 1940s to 1970s. Targeted at history enthusiasts and corporate groups.
- The Women Behind the Whitlam Moment (The Dismissal) Limited edition Canberra tour for the 50th anniversary of the 1975 Dismissal, exploring women's stories through Canberra's National Triangle including Old Parliament House.
- Badass Women of Melbourne Melbourne walking tour discovering artists, agitators, entrepreneurs, and everyday rebels who helped shape the city, winding through iconic landmarks and hidden laneways. Available to general public and private groups.
- A League of Her Own Limited edition Melbourne tour about the women who helped earn the city its sporting capital title, including cyclists, rowers, cricketers, footballers, and tennis rebels.
- The Women of the Abbotsford Convent Walking tour inside Abbotsford Convent exploring why women and girls were sent there, what life inside was like, and how the institution worked.
- History Behind The Hedges: The Women of Boroondara Tour exploring Boroondara's mechanics, poets, painters, and civic rebels who broke societal expectations of where women were meant to belong.
- Badass Women of Sydney Sydney walking tour from the city's iconic Macquarie Street into The Rocks discovering civil rights activists, politicians, engineers, actors, artists, nurses, and everyday rebels.
- Wicked Women of Wollongong Coastal and city walk in Wollongong uncovering women who shaped the area, from the convict-built Nuns Pool to arts and activism hubs.
- Badass Women of New York New York City walking tour telling stories of trailblazing women in the city's history that weren't previously told.
- Private Tours
- Corporate Tours
- School Excursions
- Gift Cards
- National Library of Australia Events
Quantifiable outcome
- 5 out of 5 average rating based on 200+ reviews
- +2 more outcomes
Companies that use She Shapes History
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
She Shapes History technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration12 records
She Shapes History partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Yarra Ranges Regional MuseumcoreCollaboration to shine light on remarkable women who defied expectations and made history in the Yarra Ranges region. Created the Badass Women of the Yarra Ranges series featuring an online video series, museum studio display, honour wall, and illustrated adventure map guiding visitors to sites connected to women's stories across the region.
- National Library of AustraliacorePartnership for Badass Women of the National Library events featuring scheduled tours at the library including At the Library (June 2026), Women & The State (September 2026), and Women's Labour (December 2026) events exploring women's history through the library's collections and archives.
Scale indicators11 records
Recent moves6 records
Expansion highlights5 records
She Shapes History competitors and assessment
Company assessmentDirect peers
- Context Travel: Context Travel runs expert-led, small-group walking tours with deep historical, cultural, and architectural content. Closely analogous to She Shapes History in tour format, intellectual depth, and target of intellectually curious travelers.
- Walks: Walks is a premium small-group walking tour operator active across Italy, the UK, and beyond. Comparable to She Shapes History in delivering guided, themed urban walking tours with high guide quality and a strong B2B/corporate offering.
- Urban Adventures: Urban Adventures (a TUI brand) operates small-group, locally guided city tours globally. Comparable in tour format, group size, and online direct-to-consumer booking model to She Shapes History's public walking tours.
- Free Tours by Foot: Free Tours by Foot is a US-based walking tour operator offering themed, locally guided city tours. Comparable to She Shapes History's walking tour format, themed content, and reliance on online self-serve booking.
Broad incumbents
- GetYourGuide: Major global OTA for tours, attractions, and experiences. Comparable as a discovery and booking channel She Shapes History could leverage, and a broader incumbent in the same end market.
- Tours by Locals: Global marketplace connecting travelers with local private guides. Comparable to She Shapes History's private tour and corporate offering, though operates as a platform rather than a single-branded tour operator.
- Viator: Tripadvisor-owned OTA distributing tours and experiences worldwide. Comparable as a major distribution channel and broader market participant in the walking tours and experiences space.
Regional players
- Australian Walking Tours: An Australian walking tour operator covering Melbourne and other cities. Direct competitor in the same geography with similar tour format, though focused on general history rather than niche women's history.
- Storytellers Australia: Australian content and storytelling operator producing historical and cultural narratives. Comparable to She Shapes History's heritage storytelling approach and Australian regional focus, though broader in content scope.
Others
- National Library of Australia (Public Programs): Partner of She Shapes History delivering heritage content programs. Comparable as an adjacent cultural/heritage education provider that competes for the same curriculum-aligned school excursion and event audiences.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
She Shapes History social profiles
Digital presenceShe Shapes History financial estimates
Financial estimateRevenue estimate
Valuation estimate
She Shapes History leadership team
Management profileNumber of profiles
Profiles1 record
She Shapes History funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
She Shapes History 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 She Shapes History
What does She Shapes History do?
She Shapes History operates guided women's history walking tours across Australian cities (Canberra, Melbourne, Sydney, Wollongong) and New York. Public tours are priced at $60 per person, with private tours requiring a $780 non-refundable deposit. The company also delivers corporate team experiences, curriculum-aligned school excursions, custom events, speaking engagements, and digital gift cards.
Is She Shapes History a public or private company?
She Shapes History is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was She Shapes History founded?
She Shapes History was founded in 2021. It employs 1 to 10 people.
Where is She Shapes History based?
She Shapes History is headquartered in Melbourne, Australia, in the Oceania region.
How does She Shapes History make money?
Five revenue lines are on record. Public Walking Tours are the primary driver. The others are private Group Tours, gift Cards, corporate Experiences and school Excursions.
Who are She Shapes History's main competitors?
Direct peers on record are Context Travel, Walks, Urban Adventures and Free Tours by Foot. Broad incumbents are GetYourGuide, Tours by Locals and Viator. Regional players are Australian Walking Tours and Storytellers Australia. National Library of Australia (Public Programs) is listed as an others.
Does She Shapes History have an API?
No public API is recorded for She Shapes History.
What industry is She Shapes History in?
She Shapes History's product category is Heritage Walking Tours. Its primary akta.pro industry code is THAJAAAA, Walking City Tours (Highlights & Orientation), with a secondary code of THAJALAA, Private Guided Tours & Personal Tour Guides. Its NAICS code is 561520 and its SIC code is 7900.