Tackle Your Feelings, Australia

Community Mental Health Educationtackleyourfeelings.org.au

Tackle Your Feelings is a non-profit joint venture delivering free mental health training workshops to community Australian Rules football and netball clubs nationwide. The program serves 850+ clubs and 20,000+ participants via 100+ AHPRA-registered psychologists and is fully funded by the Z Zurich Foundation.

Company typePrivate
Founded2018
Headquarters—
Headcount11–50
GTM typeB2C
OfferingServices

What Tackle Your Feelings, Australia does

Tackle Your Feelings is a free, community-based mental health training program operated as a joint venture among the AFL Coaches Association, AFL Players' Association, Zurich Financial Services Australia, and the Z Zurich Foundation. Founded in 2018 following the death of AFL coach Phil Walsh, the program delivers a 90-minute face-to-face workshop at community football and netball clubs across Australia, led by a network of more than 100 AHPRA-registered psychologists sourced through the Australian Psychological Society. The curriculum is adapted from mental health education originally developed for professional AFL players and coaches and is structured around an 'Understand, Recognise, Respond' framework that equips participants to identify and act on signs of mental ill-health within their sporting community.

The program's product surface combines the core workshop with online learning modules, a Wellbeing Indicator self-assessment tool built on the Warwick-Edinburgh Mental Well-being Scale (WEMWBS), a searchable Psychologists Directory, downloadable club resources (including a Wellbeing Coordinator Job Description and Club Wellbeing Program Template), and a library of content including the Coaches' Box podcast, the Teach Me Pls series on cognitive thinking traps, and the Beyond the Bubble ambassador video series. Distribution is delivered directly to clubs and amplified through partnerships with state sporting bodies (VAFA, SANFL, AFL Queensland, AFL Northern Territory, Country Football WA, Netball NSW, Netball Queensland), with the AFL formally supporting the program as one of only two recognized under the AFL industry mental health charter.

Commercially, Tackle Your Feelings generates no revenue from end users; all program costs are funded by the Z Zurich Foundation, making the offering free to every participant including players, coaches, committee members, and club support staff. The program has scaled to more than 20,000 participants across 850+ community clubs in every Australian state and territory since 2018, with a Monash University controlled study validating outcome measures including a 30% increase in self-rated mental health knowledge and a 14% increase in confidence to support and refer someone in distress.

Tackle Your Feelings, Australia firmographics

Firmographics

Name: Tackle Your Feelings, Australia
Legal name: Tackle Your Feelings (Joint Venture: Z Zurich Foundation, Zurich Financial Services Australia Limited, AFL Coaches Association, AFL Players' Association)
Website: https://tackleyourfeelings.org.au
Company type: Private
Founded year: 2018
Operating status: Operating
Headcount range: 11–50 employees
Short description: Tackle Your Feelings is a non-profit joint venture delivering free mental health training workshops to community Australian Rules football and netball clubs nationwide. The program serves 850+ clubs and 20,000+ participants via 100+ AHPRA-registered psychologists and is fully funded by the Z Zurich Foundation.
Ownership category
akta.pro rank

Tackle Your Feelings, Australia industry classification

Industry

Product category: Community Mental Health Education
NAICS: Other Individual and Family Services (624190)
SIC: Services-Misc Health & Allied Services, Nec (8090), Services-Health Services (8000)
akta.pro primary industry: Sports Psychology & Mental Performance Coaching (HSADAEAH)
akta.pro secondary industries: Stress Management & Burnout Prevention Coaching (HSADAGAD), Behavior Change & Motivational Coaching (HSADAGAF), Recreation Therapy, Stress Management & Mindfulness Programs (EDALAFAO)

Keywords

Mental health training
Community sport programs
Wellness education services
Psychologist-led workshops
Grassroots wellbeing

Tackle Your Feelings, Australia business model

Business model

GTM type: B2C
Offering type: Services
Cost components: Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

Charitable/Funded Program Delivery: The program is completely free for community clubs, funded entirely by the Z Zurich Foundation (based in Switzerland). The founding partners (AFL Coaches Association, AFL Players' Association, Zurich Insurance) provide the program at no cost to participants.

Pricing tiers

Model	Billing	Price
Freemium	Annual	Free mental health training for community sporting clubs

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Tackle Your Feelings, Australia product offering

Product offering

Core offering

Tackle Your Feelings delivers a free, psychologist-led mental health training program to community football and netball clubs across Australia. The core offering is a 90-minute face-to-face workshop grounded in the Understand, Recognise and Respond framework, supplemented by online learning modules, a Wellbeing Indicator self-assessment tool based on the WEMWBS scale, downloadable club resources, grief support resources, and a psychologists directory. The program is delivered through a national network of over 100 AHPRA-registered psychologists and supported by content series, podcasts, and high-profile AFL/netball ambassadors.

Product overview

Tackle Your Feelings is a free, community-focused mental health training program for Australian football and netball clubs, delivered as a unified offering combining face-to-face workshops with local psychologists, online learning modules, and digital tools. The core program consists of a 90-minute workshop led by AHPRA-registered psychologists, complemented by online modules and the Wellbeing Indicator self-assessment tool. Supporting resources include a Psychologists Directory, downloadable Club Resources, Grief Resources, and a video/podcast content library featuring ambassador stories and educational series (Coaches' Box Podcast, Teach Me Pls Podcast, Beyond the Bubble content series). The program also includes an Ambassador Program with high-profile AFL and netball figures, and the annual Community Champion Award to recognise outstanding mental health advocates.

Differentiator

Problem solved

Functional benefit

Products and services

Tackle Your Feelings Workshop Free 90-minute face-to-face mental health training workshop delivered by a local AHPRA-registered psychologist to community football and netball clubs, helping participants gain tools to Understand, Recognise and Respond to signs of mental ill-health in their players.
Online Learning Modules Online educational modules that participants complete as part of the Tackle Your Feelings program, complementing the face-to-face workshop with digital content delivered through the TYF portal.
Wellbeing Indicator (Take the Test) A 14-question self-assessment tool based on the Warwick-Edinburgh Mental Well-being Scale (WEMWBS) that allows individuals to check their mental wellbeing and track changes over time, recommended with a two-week gap between tests.
Psychologists Directory Searchable online directory of qualified psychologists within the Tackle Your Feelings network, allowing users to find professionals by location and specialisation across Australia.
Beyond the Bubble Content Series Video content series featuring Tackle Your Feelings ambassadors participating in activities outside professional sport while having reflective conversations about mental wellbeing, with episodes featuring Nathan Buckley, Reilly O'Brien, Matilda Scholz, Jake Waterman, and Tara Hinchliffe, hosted by Dylan Buckley.
Coaches' Box Podcast Podcast series featuring Tackle Your Feelings program psychologists and AFL/coaching ambassadors discussing mental health topics, coaching strategies, and wellbeing practices for community football clubs.
Teach Me Pls Podcast Series Five-episode podcast series as part of Dyl and Friends exploring thinking traps (Catastrophising, Should-ing and must-ing, Jumping to conclusions, Overgeneralisation, Mental filtering) with program psychologist Dr Emma Richardson.

Quantifiable outcome

30% increase in self-rated knowledge of mental health and wellbeing issues
+4 more outcomes

Companies that use Tackle Your Feelings, Australia

Customer profile

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Tackle Your Feelings, Australia technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Feature2 records

Tackle Your Feelings, Australia partnerships and signals

Strategic signal

Partnerships

13 partnerships are on record, tiered strategic, supporting and core.

Netball NSWstrategicStrategic or Co-development Partner · 13 March 2026Two-year strategic partnership (2026-2027) to deliver free mental health education to community netball clubs across NSW. TYF is an inaugural 'Impact Partner' of the Netball NSW Foundation focused on social impact and inclusion.
Netball QueenslandstrategicStrategic or Co-development Partner · 13 March 2026Two-year strategic partnership (2026-2027) to prioritize mental health among community netball clubs across Queensland, particularly in regional communities.
AFLsupportingStrategic or Co-development Partner · 1 March 2023Supporting partner providing access to AFL Learn platform and connecting with community football networks across Australia.
Monash UniversitycoreStrategic or Co-development Partner · 1 January 2021Conducted controlled research study evaluating program effectiveness in 2021. Associate Professor Justen O'Connor led the research published in the Journal of Mental Health and Prevention.
Australian Psychological Society (APS)coreStrategic or Co-development Partner · 1 January 2019Provides network of over 100 AHPRA-registered psychologists who deliver the program to community clubs nationwide. Psychologists serve as ongoing local resources for participating clubs.
AFL Coaches Association (AFLCA)coreStrategic or Co-development Partner · 1 January 2018Founding partner that helped establish Tackle Your Feelings in 2018 following the tragic death of Adelaide coach Phil Walsh. AFLCA contributes expertise in coach development and mental health education originally developed for professional AFL coaches.
AFL Players' Association (AFLPA)coreStrategic or Co-development Partner · 1 January 2018Founding partner providing the mental health education framework originally delivered to AFL players and coaches at professional clubs. Contributes player ambassadors and psychological expertise.
Victorian Amateur Football Association (VAFA)supportingChannel Partner/ Reseller/ DistributorCommunity partner promoting TYF program to member clubs and facilitating workshops through partnership enabling delivery to Melbourne High School Old Boys and other clubs.
Country Football WAsupportingChannel Partner/ Reseller/ DistributorCommunity partner in Western Australia that connected Beverley Football Netball Club with mental health support services and promotes TYF workshops in regional WA communities.
South Australian National Football League (SANFL)supportingChannel Partner/ Reseller/ DistributorCommunity partner promoting TYF program to member clubs across South Australia.
AFL Northern Territory (AFLNT)supportingChannel Partner/ Reseller/ DistributorCommunity partner promoting TYF program to member clubs in the Northern Territory.
AFL QueenslandsupportingChannel Partner/ Reseller/ DistributorCommunity partner promoting TYF program to member clubs across Queensland.
La Trobe UniversitysupportingStrategic or Co-development PartnerCurriculum developed in partnership with La Trobe University for the free-of-charge program.

Scale indicators7 records

Recent moves8 records

Expansion highlights4 records

Tackle Your Feelings, Australia competitors and assessment

Company assessment

Direct peers

Black Dog Institute: Australian medical research institute focused on diagnosis, treatment, and prevention of mental illness, including community education. Direct peer as both translate academic mental health research into community-facing education and prevention programs in Australia.
Kids Helpline: Australian free, confidential 24/7 mental health support service for children and young people, with strong mental health education programming. Direct peer as both deliver free national mental health support and education services across Australia targeting community wellbeing outcomes.
Movember Foundation: Global men's health charity funding mental health and suicide prevention programs, with major Australian operations. Direct peer as both fund and deliver community-based men's mental health programs in Australia with ambassador-driven marketing and foundation funding models.
Mental Health First Aid Australia: Australian organization that trains community members in Mental Health First Aid skills using an evidence-based curriculum. Direct peer as both deliver structured, evidence-backed mental health training programs for community participants across Australia, with similar instructor-led workshop models.
Beyond Blue: Australia's largest mental health awareness and support organization, running depression and anxiety programs nationally. Direct peer because both deliver free, evidence-based mental health education programs targeting Australian communities, with similar awareness-raising and stigma-reduction missions.
R U OK?: Australian suicide prevention and mental health awareness charity running free community education campaigns. Direct peer because both organizations deliver free mental health literacy and behavior-change campaigns at national scale in Australia, leveraging ambassador and community channels.
headspace: Australia's National Youth Mental Health Foundation providing free mental health services and education to young people aged 12–25. Direct peer as both operate free, community-based mental health education and support models with national Australian reach and federal-style backing.
batyr: Australian preventative mental health organization delivering education programs for young people in schools, universities, and workplaces. Direct peer because both deliver speaker-led mental health education programs aimed at changing behavior and reducing stigma in Australian community settings.
SANE Australia: Australian mental health charity providing information, support, and stigma reduction programs for people affected by complex mental health issues. Direct peer because both deliver free, evidence-based mental health education, awareness, and stigma-reduction programs in Australia.
Lifeline Australia: Australia's national crisis support and suicide prevention service, providing free mental health education and awareness. Direct peer as both operate free, nationally distributed mental health support and education programs serving Australian communities.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Tackle Your Feelings, Australia financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Tackle Your Feelings, Australia leadership team

Management profile

Number of profiles

Profiles3 records

Tackle Your Feelings, Australia funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Tackle Your Feelings, Australia M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tackle Your Feelings, Australia

What does Tackle Your Feelings, Australia do?

Is Tackle Your Feelings, Australia a public or private company?

Tackle Your Feelings, Australia is a private company. It is classified as nonprofit foundation owned and is currently operating.

When was Tackle Your Feelings, Australia founded?

Tackle Your Feelings, Australia was founded in 2018. It employs 11 to 50 people.

How does Tackle Your Feelings, Australia make money?

One revenue line is on record: charitable/Funded Program Delivery.

Who are Tackle Your Feelings, Australia's main competitors?

Direct peers on record are Black Dog Institute, Kids Helpline, Movember Foundation, Mental Health First Aid Australia, Beyond Blue, R U OK?, headspace, batyr, SANE Australia and Lifeline Australia.

Does Tackle Your Feelings, Australia have an API?

No public API is recorded for Tackle Your Feelings, Australia.

What industry is Tackle Your Feelings, Australia in?

Tackle Your Feelings, Australia's product category is Community Mental Health Education. Its primary akta.pro industry code is HSADAEAH, Sports Psychology & Mental Performance Coaching, with a secondary code of HSADAGAD, Stress Management & Burnout Prevention Coaching. Its NAICS code is 624190 and its SIC code is 8090.