Sports Central

What Sports Central does

Sports Central is a not-for-profit Regional Sports Assembly serving the Central Highlands region of Victoria, Australia, headquartered in Ballarat with 8 employees. Founded in 2019 (per the company's own founding and copyright records), it operates as a designated government-recognized coordinator for community sport in the region, delivering a portfolio of programs and services to community sporting clubs, leagues, schools, and individuals. Its core offerings include inclusion-focused programs (BASIC Clubs, Sport4All, All Abilities programs), leadership development (Coaches and Leaders Circle), health and wellbeing initiatives (Daughters of the West, Sons of the West), participation programs (Mini Matildas, Power2Pedal, Growing Participation), workforce sustainability (Leading from the Front), and grant facilitation through Victorian Government, Australian Sports Commission, VicHealth, and other funders. It does not develop proprietary technology; all offerings are delivered as human-supported services, workshops, webinars, and on-the-ground program delivery.

The organization's revenue model combines recurring membership fees from affiliated clubs with government and philanthropic funding delivered as managed programs. Membership fees were waived for 2021 to support clubs through COVID-19, demonstrating a mission-led rather than revenue-driven posture. The go-to-market is community-led: direct outreach to clubs, coordination with local councils (City of Ballarat, Golden Plains, Moorabool, Hepburn, Ararat, Pyrenees shires), and co-delivery with state sporting bodies (AFL Victoria, Vicsport) and specialized partners (Disability Sports Australia, Special Olympics Australia). Marketing channels are correspondingly low-cost: a website, e-newsletter, Facebook groups, partner network promotion, and in-person workshops. The business model is therefore closer to a publicly funded intermediary than a commercial enterprise, with revenue predictability tied to continuing government support and grants, and customer base (community clubs) effectively subscribing via nominal membership rather than purchasing differentiated services.

Name

Sports Central

Legal name

Sports Central

Website

https://sportscentral.org.au

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Sports Central is a not-for-profit Regional Sports Assembly in Ballarat, Victoria, delivering inclusion, participation, leadership, and health programs to community sporting clubs across the Central Highlands, funded by membership fees and government grants.

Ownership category

akta.pro rank

Product category

Community Sport Development Services

NAICS

Sports and Recreation Instruction (61162)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Amateur Sport Governing Bodies & Federations (National/Regional) (MPAKACAD)

akta.pro secondary industries

Regional/Continental Confederations & Associations (MPAKAFAD), Sports Community Relations & Grassroots Program Management (MPAKAKAJ), Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)

Keywords

• Community sport development
• Regional sports assembly
• Club development services
• Inclusive sport programs
• Community sport grants

Headquarters

HQ city

Ballarat

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Fees: Sports Central generates revenue through membership fees from sporting clubs, leagues, associations, and community organizations across the Central Highlands. The organization waived membership fees for 2021 to support the sporting community through COVID-19.
2. Government Funding: The organization partners with and receives support from various government bodies including the Victorian Government, Australian Sports Commission, and local government authorities to deliver funded programs and services.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Sports Central is a not-for-profit Regional Sports Assembly that supports community sporting clubs, leagues, schools, and associations across the Central Highlands region of Victoria, Australia. It delivers a portfolio of programs covering club development, inclusive sport (BASIC Clubs, Sport4All, Coaches and Leaders Circle), participation projects (Mini Matildas, Power2Pedal), health initiatives (Daughters of the West, Sons of the West), and administration of government grants including the Sporting Club Grants Program and Regional All Abilities Participation Grants. Members receive up to three hours of one-on-one staff support annually.

Product overview

Sports Central operates as a Regional Sports Assembly for the Central Highlands region of Victoria, Australia. Rather than a unified technology platform, it delivers a portfolio of community sport programs and support services. Core programs include BASIC Clubs (inclusion-focused club development), Sport4All (disability inclusion), Coaches and Leaders Circle (women's leadership), and health-focused programs like Daughters of the West and Sons of the West. The organization also administers grant programs including the Victorian Government's Sporting Club Grants and Regional All Abilities Participation Grants, and provides club development support through webinars and participation growth services.

Differentiator

Problem solved

Functional benefit

Brands

• BASIC Clubs: A program helping sporting clubs create inclusive, accessible and welcoming environments for people of all backgrounds and abilities
• Coaches and Leaders Circle
• Sport4All

Products and services

• BASIC Clubs A club development program designed to help local sporting clubs become more inclusive, accessible, and welcoming for people of all backgrounds and abilities, providing tools, resources, tailored support, and networking opportunities.
• Sport4All A free support program helping sporting clubs, schools, and community organisations create more welcoming and inclusive environments for people with disability, with an Inclusion Coach providing regional support.
• Coaches and Leaders Circle An initiative empowering, connecting, and equipping women coaches and leaders across the Central Highlands through networking events, practical workshops, and mentoring to develop leadership skills.
• Daughters of the West A free 10-week health program for women aged 18+ improving physical, mental, and social wellbeing through fitness, education, and community connections.
• Sons of the West A free health program for men aged 18+ improving wellbeing through workshops, presentations, and experiences on topics including nutrition, mental health, and gender equity.
• Club Development Webinar Series Educational webinar series providing practical learning opportunities for committee members, volunteers, coaches, and emerging leaders focused on leadership, governance, and inclusion.
• Leading from the Front A workforce sustainability program strengthening off-field leadership, committees, and volunteer structures in community sporting organisations.
• Mini Matildas A primary school-based soccer program exclusively for girls providing a fun introduction to soccer with a pathway to club competition, delivered in partnership with Ballarat and District Soccer Association.
• Power2Pedal A bike education program teaching children with autism how to ride in an inclusive and safe environment, delivered in partnership with Ballarat-Sebastopol Cycling Club.
• Sports Central Membership An annual subscription membership for community sporting clubs, leagues, and associations providing access to up to three hours of one-on-one staff support across club management, inclusion, participation, and health and safety services.
• Growing Participation Support services for clubs to plan and deliver inclusive participation opportunities and programs for children and young people, including coach education, school partnerships, and direct program delivery.
• Regional Sport Partnership A funded program supporting sport development across the Central Highlands region through partnership-based initiatives.
• Ballarat Primary School Sports A program delivering sporting opportunities and development for primary school students in the Ballarat area.
• Healthy and Safe Communities Initiatives promoting health, safety, and wellbeing across community sport, including alcohol management and mental health support programs such as Good Sports and Tackle Your Feelings.
• Sporting Club Grants Program Victorian Government funding program with five categories supporting community sport clubs with uniforms, equipment, volunteer development, access and events, travel, and governance. Sports Central promotes and facilitates these grants.
• Regional All Abilities Participation Grants Victorian Government grants up to $25,000 supporting grassroots sport clubs to enable participation for people with disability through equipment, workforce, and programs. Sports Central facilitates these grants.

Quantifiable outcome

• BASIC Clubs program working with 5-6 community sporting organizations on inclusion improvements
• +3 more outcomes

Named customers9 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

23 partnerships are on record, tiered core and minor.

• City of BallaratcoreStrategic or Co-development PartnerCity of Ballarat is a key local government partner, collaborating on programs including Daughters of the West, BASIC Clubs, Ballarat Active Women's Leadership Network, and youth awards. The city provides funding support and co-delivers community sporting initiatives.
• Golden Plains Shire CouncilcoreStrategic or Co-development PartnerGolden Plains Shire Council partners with Sports Central on Club Development Workshop Series, alcohol management workshops, and community grants programs. Joint initiatives support clubs across the shire.
• Moorabool Shire CouncilcoreStrategic or Co-development PartnerMoorabool Shire Council collaborates with Sports Central on Club Development Workshop Series and community grants programs for sporting clubs in the shire.
• Victorian Government (Sport and Recreation Victoria)coreStrategic or Co-development PartnerSport and Recreation Victoria provides government funding for programs including Sporting Club Grants, Regional All Abilities Participation Grants, and Country Football and Netball Program. Sports Central facilitates these grants for clubs.
• Australian Sports CommissioncoreStrategic or Co-development PartnerAustralian Sports Commission provides funding through programs like Women Leaders in Sport Grants, Local Sporting Champions, and Local Para Champions. Sports Central promotes and supports clubs in accessing these opportunities.
• Regional Sport VictoriacoreStrategic or Co-development PartnerRegional Sport Victoria partners with Sports Central on initiatives including Stride into Sport campaign, Sport Volunteering Program, and regional sport development. Sports Central serves as the Regional Sports Assembly.
• Hepburn Shire CouncilminorStrategic or Co-development PartnerHepburn Shire Council offers Community Grants Program with categories for Active and Engaged Communities. Sports Central informs clubs of grant opportunities.
• Ararat Rural City CouncilminorStrategic or Co-development PartnerArarat Rural City Council provides Community Support Grants including Sports and Recreation category. Sports Central promotes these opportunities to regional clubs.
• Pyrenees Shire CouncilminorStrategic or Co-development PartnerPyrenees Shire Council Community Grants Program supports not-for-profit community groups. Sports Central shares information about grant opportunities.
• FedUni WestVic Academy of SportcoreStrategic or Co-development PartnerFedUni WestVic Academy of Sport partners with Sports Central on the Central Highlands Coaches Collective launch, combining expertise for coach development across the region.
• Ballarat Community HealthcoreImplementation/ SI/ Consulting PartnerBallarat Community Health delivers alcohol and other drugs prevention training as part of the Leading from the Front - Alcohol and Other Drugs Safety pilot project with Sports Central.
• Alcohol and Drug FoundationcoreStrategic or Co-development PartnerAlcohol and Drug Foundation supports the Leading from the Front initiative and provides the Good Sports program for clubs. Sports Central delivers these health promotion programs.
• Women's Health GrampianscoreStrategic or Co-development PartnerWomen's Health Grampians contributes to gender equity education workshops and violence prevention initiatives. Collaborated on AFL Inclusive Clubs program and Change Makers Dinner.
• Disability Sports AustraliacoreStrategic or Co-development PartnerDisability Sports Australia partners with Sports Central on Activate Inclusion Sports Day and all abilities sport development in the Central Highlands region.
• Special Olympics AustraliacoreStrategic or Co-development PartnerSpecial Olympics Australia partners with Sports Central on Inclusive Sport in Schools program, improving health and wellbeing outcomes for students with intellectual disability and autism.
• AFL VictoriacoreStrategic or Co-development PartnerAFL Victoria partnered with Sports Central on the AFL Inclusive Clubs and Gender Equity Education Program for clubs in the AFL Goldfields region.
• Tackle Your Feelings (Western Bulldogs Community Foundation)coreStrategic or Co-development PartnerWestern Bulldogs Community Foundation's Tackle Your Feelings mental health program is delivered in partnership with Sports Central to upskill local coaches and club leaders.
• VicsportcoreStrategic or Co-development PartnerVicsport partners with Sports Central on professional development webinars, youth participation forums, and sport volunteering programs.
• Volunteering VictoriacoreStrategic or Co-development PartnerVolunteering Victoria collaborates with Sports Central on the Sport Volunteering Program to build capacity and confidence of sporting clubs through volunteer management workshops.
• Federation UniversitycoreStrategic or Co-development PartnerFederation University researchers, led by Professor Rochelle Eime, collaborate with Sports Central on participation research and the Access All Abilities project. Professor Eime presents at Vicsport forums.
• Ballarat Foundation United Way Inc.coreStrategic or Co-development PartnerBallarat Foundation delivers the Peter Amor Sports Participation Fund, providing grants up to $5,000 for disadvantaged individuals. Sports Central promotes this opportunity to clubs.
• Ballarat East Neighbourhood HouseminorStrategic or Co-development PartnerBallarat East Neighbourhood House offers Child Safe Standards Workshops to sporting clubs in partnership with Sports Central.
• Harwood AndrewsminorImplementation/ SI/ Consulting PartnerHarwood Andrews provides Governance and Incorporated Association Training in partnership with Sports Central and Golden Plains Shire Council.

Scale indicators1 record

Recent moves7 records

Expansion highlights4 records

Direct peers

• Wimmera Mallee Sport: Wimmera Mallee Sport is another Victorian Regional Sports Assembly serving the Wimmera Mallee region with the same community-sport support, inclusion, and capacity-building functions as Sports Central.
• GippSport: GippSport is the Regional Sports Assembly for the Gippsland region of Victoria, performing the identical role as Sports Central — delivering club development, inclusion programs, and acting as the government-funded conduit to community sporting clubs in its region.
• Sport North East: Sport North East is the Regional Sports Assembly for north-east Victoria, providing the same RSA services (club support, inclusion, participation) to community sport under the Regional Sport Victoria network — directly comparable in mandate, funding model, and program mix.
• Western Sport: Western Sport is the Regional Sports Assembly for western Melbourne, delivering comparable community-sport development, inclusion, and participation programs under the same RSA framework as Sports Central.

Broad incumbents

• Vicsport: Vicsport is the state peak body for sport in Victoria and the umbrella network that Sports Central sits within. It provides statewide advocacy, professional development, and policy support that filters down to RSAs like Sports Central.
• Australian Sports Commission: The Australian Sports Commission is the federal government agency that funds and oversees national sport development, including programs (Women Leaders in Sport, Local Sporting Champions) that Sports Central helps administer at the regional level.

Emerging players

• Special Olympics Australia: Special Olympics Australia partners with Sports Central on the Inclusive Sport in Schools program and supports member organisations like Special Olympics Ballarat — significant overlap on inclusive sport delivery for people with intellectual disability.
• Disability Sports Australia: Disability Sports Australia is the national peak body for disability sport and a direct program partner of Sports Central on Activate Inclusion Sports Day and all-abilities development — overlapping strongly on inclusion and accessibility programming.

Others

• YMCA Victoria: YMCA Victoria operates community recreation, sport, and youth development programs across the state, sharing overlap in health-promotion and community engagement mandates (similar to Daughters/Sons of the West) though delivered via facility-based recreation rather than club support.

Regional players

• Leisure Networks: Leisure Networks is a Ballarat-based community organisation delivering sport, recreation, and active-living programs across western Victoria — closely aligned with Sports Central's regional footprint and health-promotion remit.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/BallaratActiveWomen
• LinkedInlinkedin.com/company/sports-central-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Sports Central