Victoria Walks
Victoria Walks is a Melbourne-based non-profit health promotion charity founded in 2009 that advocates for walkable communities across Australia, operating the free Walking Maps platform and providing fee-for-service consultancy, research, and professional training to local councils, government agencies, and the public.
- Company typePrivate
- Founded2009
- HeadquartersMelbourne, Australia
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What Victoria Walks does
Victoria Walks is an Australian non-profit health promotion charity founded in 2009 and headquartered in Melbourne, Victoria. The organization serves as Australia's primary pedestrian advocacy body, targeting government agencies (federal, state, and local councils), the health sector, urban planning professionals, and the general public. It operates the Walking Maps platform (walkingmaps.com.au), a free online tool that allows users to discover, create, and share walking routes across Victoria with Google Maps integration, points of interest, and photography features. Additional proprietary tools include the WalkSpot Public Engagement Tool (crowdsourcing pedestrian safety concerns) and the Accessible Walks Audit Tool (developed in partnership with Scope for rating walking paths for disability accessibility).
The organization is core-funded by VicHealth (Victorian Health Promotion Foundation) and supplements this with fee-for-service consultancy — Safe Access Audits, Accessibility Audits, Research Services, and Planning and Action engagements — sold directly to local councils and government agencies. Additional revenue streams include a corporate supporters program (Leadsun, Safe System Solutions, Urban Transit Solutions), an official council supporters program with over 20 Victorian councils (Ballarat, Boroondara, City of Melbourne, Monash, Port Phillip, Maribyrnong, and others), and tax-deductible public donations via GiveNow. Behavior change programs include Change to Walking, Women Who Walk®, and Let's Walk community campaigns.
Victoria Walks is governed by a voluntary board chaired by Josephine Monger, with Sarah Pilgrim appointed as CEO in mid-2025 succeeding founding Executive Officer Dr Ben Rossiter who led the organization for 16 years. The organization holds voting membership in the International Federation of Pedestrians and has won the 2019 Sir James Barrett Memorial Medal and the 2018 ITEANZ Sustainable Transport Award. Strategic research partnerships with Monash University Accident Research Centre (MUARC), Arup, Deakin University, and Scope underpin evidence-based advocacy output including the Victorian Walking Survey (2,372 respondents) and multi-year pedestrian crash analyses. The charity operates from reduced-rent office space at City Village, 225 Bourke Street, Melbourne, provided by the City of Melbourne.
Victoria Walks firmographics
Firmographics- Name
- Victoria Walks
- Legal name
- Victoria Walks Inc.
- Website
- https://victoriawalks.org.au
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Victoria Walks is a Melbourne-based non-profit health promotion charity founded in 2009 that advocates for walkable communities across Australia, operating the free Walking Maps platform and providing fee-for-service consultancy, research, and professional training to local councils, government agencies, and the public.
- Ownership category
- akta.pro rank
Victoria Walks industry classification
Industry- Product category
- Pedestrian Advocacy and Walkability Services
- NAICS
- Special Needs Transportation (485991), Services for the Elderly and Persons with Disabilities (624120)
- SIC
- Transportation Services (4700), Services-Management Services (8741)
- akta.pro primary industry
- Accessibility & Special Assistance Ground Transport Programs (THACAIAK)
- akta.pro secondary industry
- Mobility & Transfer Assistance (HSABABAD)
Keywords
Where Victoria Walks is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Victoria Walks business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others
Revenue model
- Core Funding (VicHealth): Victoria Walks' core partner is VicHealth (The Victorian Health Promotion Foundation), which provides ongoing funding to support the charity's health promotion work and community programs.
- Consultancy Services: Victoria Walks undertakes consultancy work relevant to promoting walkable communities, helping councils and government agencies with safe access audits, accessibility audits, mapping, research, and planning. Revenue from consultancy helps fund community health promotion work.
- Corporate Supporters Program: Corporate supporters (including Leadsun, Safe System Solutions, Urban Transit Solutions) pay to support Victoria Walks, contributing to the organization's operational funding.
- Official Supporters (Council Program): Regional and metropolitan councils pay to become official supporters of Victoria Walks, providing financial support in exchange for association with the organisation's expertise and resources.
- Donations: Victoria Walks accepts tax-deductible donations from the public via GiveNow to support continued advocacy and community work.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Free public access to Walking Maps platform |
| Other | Multi-year contract | Professional Consultancy Services (fee-for-service) |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels11 records
Victoria Walks product offering
Product offeringCore offering
Victoria Walks is an evidence-based health promotion charity that advocates for walkable communities and delivers professional services including safe access audits, accessibility audits, walking maps development, research, and planning consultancy to councils, government agencies, and the public. It operates the free Walking Maps platform (walkingmaps.com.au) that enables users to discover, create, and share walking routes across Victoria.
Product overview
Victoria Walks operates as a health promotion charity focused on walking advocacy, offering a portfolio of digital platforms and professional services. The core product is the Walking Maps website (walkingmaps.com.au), a free platform enabling users to discover and create walking routes across Victoria. The organization provides professional consultancy services including Safe Access Audits, Accessibility Audits, Research Services, and Planning and Action programs. Additional offerings include professional development training for urban planners, the annual Smart Urban Futures Conference, and themed walk collections (dog-friendly, accessible, kid-friendly, etc.). The organization also publishes a monthly Footprints e-newsletter and conducts behavioral change campaigns like Change to Walking and Women Who Walk.
Differentiator
Problem solved
Functional benefit
Products and services
- Walking Maps Platform A free online platform enabling users to discover, create, and share walking routes across Victoria. Features Google Maps integration, ability to add points of interest and photos along walking routes, and themed walk collections.
- Safe Access Audits Professional consultancy service conducting safe access audits of streets and activity centres to assess walkability and pedestrian safety for councils and government agencies.
- Accessibility Audits Accessibility audits of recreational paths evaluating walking trails for accessibility for people with disabilities, delivered with Scope.
- Research Services Commissioned research on walking behavior, pedestrian safety, and walkability, including reports on pedestrian crashes, falls, and walking patterns.
- Planning and Action Strategic planning consultancy services to help councils and organizations develop walking strategies and action plans.
- Professional Development Training Two-day intensive training programs for planners and engineers on designing streets for walkability and accessibility, delivered in collaboration with Safe System Solutions and Accessible Action.
- Smart Urban Futures Conference Annual professional forum hosting events on urban planning, walkability, and active transport topics in Melbourne.
- Footprints E-Newsletter Monthly electronic newsletter providing walking tips, news about projects, and information about walkable communities.
Quantifiable outcome
- Walking accounts for around 16% of weekday trips in metropolitan Melbourne (one in six trips).
- +5 more outcomes
Companies that use Victoria Walks
Customer profileNamed customers10 records
Segments5 records
Ideal customer profiles3 records
Victoria Walks technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature3 records
Victoria Walks partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered core and minor.
- ArupcoreVictoria Walks collaborated with global consultancy firm Arup to produce a report on the economic case for investment in walking, outlining the benefits of walking and how transport investment frameworks apply to pedestrian projects.
- Youth Affairs Council of Victoria (YACVic)minorVictoria Walks worked in collaboration with the Youth Affairs Council of Victoria, funded by VicHealth, to produce a detailed report on issues surrounding walking for young people (aged 15-20).
- Deakin University (Dr Jan Garrard)minorVictoria Walks commissioned Dr Jan Garrard from Deakin University to produce research reports on young people and walking, and seniors and walking.
- Council on the Ageing (COTA) VictoriaminorVictoria Walks partnered with COTA Victoria to conduct a comprehensive study of barriers and enablers for seniors' walking for transport and recreation, including a survey of 1,128 senior Victorians.
- VicHealth (Victorian Health Promotion Foundation)coreVicHealth is Victoria Walks' core partner and primary funder. VicHealth's pioneering work includes creating and funding world-class interventions, conducting vital research, and producing public campaigns to promote healthier Victorians. Like Victoria Walks, VicHealth encourages urban planners and municipal health officers to consider how neighbourhoods can support health and wellbeing, and supports community arts and cultural festivals that build neighbourhood connections.
- Monash University Accident Research Centre (MUARC)coreVictoria Walks commissioned MUARC to undertake detailed analysis of pedestrian road crashes, producing the most comprehensive picture of pedestrian crashes ever produced in Victoria. MUARC analysed ten years of Police, hospital and cause of death data. Victoria Walks also partnered with MUARC for falls research.
- Scope (disability organisation)coreVictoria Walks and Scope partnered to launch the Accessible Walks project in 2023, developing an audit tool to rate walking paths for people with disabilities and make trails more inclusive.
- MRCagneyminorVictoria Walks commissioned transport consultants MRCagney to review existing research and evidence on footpath cycling, producing a comprehensive research report.
- International Federation of Pedestrians (IFP)coreVictoria Walks is a voting member of and represents Australia on the International Federation of Pedestrians, founded in 1963 as the umbrella organisation for national pedestrian advocacy groups. Founding EO Ben Rossiter was Vice President of IFP from 2015-2023.
- Safe System SolutionscoreSafe System Solutions is a leading Australian road safety consultancy that co-presents Victoria Walks' professional development training program for planners and engineers on designing walkable streets.
- Accessible Action (Amanda Lawrie-Jones)coreAmanda Lawrie-Jones, Founder of Accessible Action, is a collaborator on Victoria Walks' professional development training program, bringing expertise in accessibility and disability inclusion in walking environments.
- Parks VictoriacoreParks Victoria and Victoria Walks partner on Welcome Walks to map welcoming walks in parks, and on the Women Who Walk program, with Parks Victoria supporting the program in 2023.
- Metropolitan Transport Forum (MTF)minorVictoria Walks is an associate member of the Metropolitan Transport Forum, an advocacy group comprising Melbourne metropolitan local government members, transport companies, and State Government participants.
- CWANZ (Children Walking and Active Travel)minorVictoria Walks is a member of CWANZ, an organisation that champions walking, particularly for children.
- Common Cause AustraliaminorCommon Cause Australia collaborated with Victoria Walks to develop the Safer Speeds Communication Toolkit for councils on public communications to support introduction of 40 and 30 km/h speed limits.
- Municipal Association of Victoria (MAV)minorMAV collaborated with Victoria Walks and Common Cause Australia on the Safer Speeds Communication Toolkit for councils.
- Geography Teachers' Association of VictoriaminorVictoria Walks partnered with the Geography Teachers' Association of Victoria to launch Smart Steps Resources for Secondary Schools, linked to the Australian Curriculum: Geography.
- City of MelbournecoreThe City of Melbourne provides reduced-rent office space for Victoria Walks at City Village, its community hub for not-for-profit community and cultural organisations at 225 Bourke Street, Melbourne.
- Maddox Law FirmminorMaddox Law Firm provides pro bono legal support to Victoria Walks.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Victoria Walks competitors and assessment
Company assessmentBroad incumbents
- RACV: Victorian motoring and mobility organisation with active policy advocacy on transport, road safety, and infrastructure. Overlaps with Victoria Walks on pedestrian and road-safety policy in Victoria but operates as a much larger, broad mobility incumbent rather than a pedestrian specialist.
Direct peers
- Walk21: International charity promoting walkable communities through conferences, research, and policy influence. Directly comparable to Victoria Walks in mission (walkable cities advocacy), and explicitly collaborates through the International Federation of Pedestrians.
- Living Streets: UK-based charity that is the closest international analogue to Victoria Walks: a pedestrian advocacy organisation campaigning for walkable streets, working with local authorities on policy and infrastructure, and running community programmes. Highly comparable mission, operating model, and stakeholder mix.
- WalkBoston: Massachusetts-based pedestrian advocacy non-profit focused on making communities more walkable through policy advocacy, research, and partnerships with local government. Directly comparable mission and advocacy-plus-research operating model.
- Heart Foundation Walking: National Australian walking-promotion programme combining health advocacy, community walking groups, and partnerships with local government. Directly comparable to Victoria Walks' Change to Walking / Women Who Walk programmes and health-promotion framing.
- Smart Growth America / National Complete Streets Coalition: US coalition advancing Complete Streets policies and walkable urban design through advocacy, research, and technical assistance to local governments. Strong model analogue to Victoria Walks' advocacy-plus-consultancy approach to street design reform.
- Feet First: US-based pedestrian advocacy non-profit working on safe, walkable communities through policy advocacy, education, and community engagement. Closely mirrors Victoria Walks' combination of advocacy, community engagement, and local-government partnership.
- Sustrans: UK charity focused on walking and cycling infrastructure and active travel advocacy with significant government and local authority engagement. Comparable as a mission-driven active-transport advocacy organisation that combines grant funding, consultancy-style services, and policy influence.
- 10,000 Steps: Australian health promotion initiative encouraging daily walking with strong government and university partnerships. Comparable behaviour-change footprint and target audiences (general public, councils, health agencies) to Victoria Walks' community programmes.
- Bicycle Network: Australia's largest cycling advocacy and membership organisation, comparable to Victoria Walks as a fellow Australian active-transport NFP working with councils and government on behaviour change, infrastructure, and policy advocacy.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Victoria Walks social profiles
Digital presenceVictoria Walks financial estimates
Financial estimateRevenue estimate
Valuation estimate
Victoria Walks leadership team
Management profileNumber of profiles
Profiles7 records
Victoria Walks funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Victoria Walks 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 Victoria Walks
What does Victoria Walks do?
Victoria Walks is an evidence-based health promotion charity that advocates for walkable communities and delivers professional services including safe access audits, accessibility audits, walking maps development, research, and planning consultancy to councils, government agencies, and the public. It operates the free Walking Maps platform (walkingmaps.com.au) that enables users to discover, create, and share walking routes across Victoria.
Is Victoria Walks a public or private company?
Victoria Walks is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Victoria Walks founded?
Victoria Walks was founded in 2009. It employs 1 to 10 people.
Where is Victoria Walks based?
Victoria Walks is headquartered in Melbourne, Australia, in the Oceania region.
How does Victoria Walks make money?
Five revenue lines are on record. Core Funding (VicHealth) is the primary driver. The others are consultancy Services, corporate Supporters Program, official Supporters (Council Program) and donations.
Who are Victoria Walks's main competitors?
RACV is listed as a broad incumbent. Direct peers are Walk21, Living Streets, WalkBoston, Heart Foundation Walking, Smart Growth America / National Complete Streets Coalition, Feet First, Sustrans, 10,000 Steps and Bicycle Network.
Does Victoria Walks have an API?
No public API is recorded for Victoria Walks.
What industry is Victoria Walks in?
Victoria Walks's product category is Pedestrian Advocacy and Walkability Services. Its primary akta.pro industry code is THACAIAK, Accessibility & Special Assistance Ground Transport Programs, with a secondary code of HSABABAD, Mobility & Transfer Assistance. Its NAICS code is 485991 and its SIC code is 4700.