The Women's Spirit Project

What The Women's Spirit Project does

The Women's Spirit Project (legally "The Motivation Project") is a grassroots, volunteer-led nonprofit organization founded in 2018 in Frankston, Victoria, Australia, that delivers free, trauma-informed fitness, health, and wellbeing programs to women experiencing disadvantage — including mental health issues, family violence, social isolation, addiction, homelessness, and poverty. The organization operates primarily in the Frankston, Kingston, Casey, and Mornington Peninsula regions of Victoria, while its online program extends reach nationally. Its core offering is the Spirit of Transformation Program, delivered as a 10–13 week in-person cohort (30 women, 10 mentors) or a 7–8 week virtual cohort (45 women, 12 mentors) via Zoom, combining movement, mindfulness, goal-setting, communication skills, and health and nutrition workshops. Complementary programs include fortnightly Catchup and Connect Walks, the annual Frank to Schanck 60km Walk, leadership and mentor training, the Women's Circle introductory sessions, and a branded Team Teal community.

The supporting technology stack is standard and non-proprietary: a WordPress/Elementor website, Zoom for virtual delivery, Charidy for Giving Day matched-donation campaigns, Raisely for event ticketing, and YouTube for the "I AM ENOUGH" documentary by filmmaker Thomas Barnes. The organization has 7 employees (including several pro bono or part-time roles) and is governed by a Board of Directors with substantial social work, public health, and corporate sector representation. There is no proprietary technology platform; the defensible asset is the trauma-informed curriculum and the Monash University-evaluated program framework.

Revenue is generated entirely through philanthropic channels: individual donations (DGR-registered), corporate sponsorship packages (tiered from $300 to $100,000 plus multi-year Strategic Partner commitments), government and council grants (City of Casey, Frankston City Council), and event-based fundraising including the annual Butterfly Ball gala at Dromana Estate and the Giving Day 12-hour matched-donation campaign. All programs are free to participants, with subsidies provided for disadvantaged women to participate in flagship events. The organization has set a $1 million Transforming Lives Appeal as a multi-year fundraising goal.

Name

The Women's Spirit Project

Legal name

The Motivation Project

Website

https://womensspiritproject.org

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

The Women's Spirit Project is a grassroots, volunteer-led nonprofit founded in 2018 in Frankston, Victoria, Australia, delivering free trauma-informed fitness, health, and wellbeing programs to women experiencing disadvantage across the Frankston, Kingston, Casey, and Mornington Peninsula regions and online nationwide.

Ownership category

akta.pro rank

Product category

Community Wellbeing Programs for Women

NAICS

Religious, Grantmaking, Civic, Professional, and Similar Organizations (813), Emergency and Other Relief Services (624230)

SIC

Services-Social Services (8300), Services-Membership Sports & Recreation Clubs (7997)

akta.pro industry

PRIMARYTHAGAMAB

Wellness Retreat Centers (Yoga, Meditation & Mindfulness)

Travel & Hospitality/Lodging & Accommodation/Wellness, Spa & Health Retreats

SECONDARYTHAJAHAB

Wellness Retreats & Immersions (Multi-day, Digital Detox, Mind-Body Programs)

Travel & Hospitality/Tours, Attractions & Experiences/Wellness & Spa Experiences (Retreats, Thermal Baths, Yoga)

SECONDARYHSADAJAF

Meditation Retreats, Workshops & Immersive Programs

Home & Personal Services/Fitness, Wellness & Personal Training/Meditation, Mindfulness & Breathwork

Keywords

• Trauma-informed wellbeing programs
• Women's empowerment services
• Community fitness initiatives
• Nonprofit wellbeing programs
• Social impact programs

Headquarters

HQ city

Frankston

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Donations and Tax-Deductible Contributions: The organization is a registered charity with ACNC and has Deductible Gift Recipient (DGR) status. All donations over $2 are tax deductible. Donors can give through the Charidy platform during Giving Day campaigns (12-hour campaigns targeting $100,000 matched donations).
2. Event-Based Fundraising: Annual fundraising gala events (Butterfly Ball at Doma Estate) and Giving Day campaigns generate donations from individuals and organizations passionate about community impact.
3. Corporate Sponsorship Packages: Corporate sponsors can purchase structured packages at various levels: Strategic Partner (3-year commitment), Fund One SOT Program ($100,000), Operational Support ($30,000), Frank to Schanck Walk Sponsor ($10,000), Team Teal Kit Sponsor ($5,000), Sponsor One Woman in 13-week SOT program ($2,500), Sponsor One Woman in Frankston to Cape Schanck Walk ($500), Sponsor Walking Gear ($300). In-kind sponsorships also offered.
4. Government and Philanthropic Grants: Supported by local government (City of Casey, Frankston City Council) and potentially other philanthropic bodies. The organization aims to raise $1 million through its Transforming Lives Appeal to make programs widely accessible.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels12 records

Core offering

The Women's Spirit Project is a grassroots, volunteer-led nonprofit organization that delivers free, trauma-informed fitness, health and wellbeing programs for women experiencing disadvantage. Its core offerings include the 10-13 week in-person Spirit of Transformation Program, a 7-8 week virtual Spirit of Movement & Mindfulness / Online Wellbeing Program, fortnightly Catchup and Connect Walks, and the annual flagship Frank to Schanck 60km Walk.

Product overview

The Women's Spirit Project is a grassroots non-profit organization offering a unified suite of trauma-informed wellness programs designed to inspire and empower women experiencing disadvantage. The flagship offering is the Spirit of Transformation Program, available as a 10-13 week in-person program or as a 7-8 week Virtual/Online Wellbeing Program. These are complemented by free Catchup and Connect Walks (fortnightly gatherings) and the annual Frank to Schanck 60km Walk as the program's pinnacle event. Supporting offerings include a documentary, leadership and mentor training, and Women's Circle Celebration activities. The organization operates primarily in the Frankston, Kingston, and Mornington Peninsula regions of Victoria, Australia, serving women aged 25+ who face barriers including mental health issues, family violence, addiction, homelessness, and social isolation.

Differentiator

Problem solved

Functional benefit

Brands

• Spirit Of Transformation Program: A 10-13 week trauma-informed journey of movement, wellbeing, connection and growth for women experiencing life challenges.
• Catchup and Connect Walks
• Frank to Schanck (F2S) Walk
• Team Teal
• Spirit Of Movement & Mindfulness

Products and services

• Spirit of Transformation Program (In-Person) A 10-13 week trauma-informed in-person program that combines fitness, health, and wellbeing activities to empower women experiencing disadvantage. Participants build mental, emotional and physical resilience while working towards the Frankston to Cape Schanck walk as their end goal. Free for participants.
• Online Wellbeing Program (Spirit of Movement & Mindfulness) A 7-week online program bringing trauma-informed movement, wellbeing, connection and growth directly to women via Zoom. Combines one-hour intro session, 1.5 days in-person workshops, and five online Tuesday evening sessions covering goal setting, problem solving, movement, mindfulness, communication skills, and health and nutrition. Free for participants.
• Catchup and Connect Walks A free-to-join fortnightly gathering of local women who motivate each other to spend time outdoors, commit to regular exercise, develop strong community connections and achieve new goals across Frankston, Kingston and Mornington Peninsula beaches and pathways.
• Frank to Schanck (F2S) 60km Walk The annual pinnacle flagship event — a three-day walk across the Mornington Peninsula from Frankston to Cape Schanck. Enables participants to achieve a significant wellbeing goal and benefit from holistic program activities. Subsidies are provided for disadvantaged women.
• Women's Professional Development (Mentor and Leadership Training) Training program designed to upskill volunteers and ensure a culture of continuous learning and development and best practice program delivery. Includes trauma-informed mentoring course for mentors of the Spirit of Transformation Program.

Quantifiable outcome

• 100% of participants who completed the program reported life-changing impact on feelings of connectedness, resilience, self-esteem and wellbeing
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• Monash University (Faculty of Education, Peninsula Campus)coreStrategic or Co-development Partner · 1 January 2019Monash University conducted a rigorous evaluation of the Women's Spirit Project pilot program in 2019, led by Associate Professor Ruth Jeanes and Dr Lisa Hunter PhD. The evaluation involved surveys, individual interviews, participant observations and focus groups with all 30 women in the project. Evaluation results demonstrate significant improvements in health and wellbeing outcomes.
• Pressroom Partners / Pressroom PhilanthropycoreGTM or Marketing PartnerThrough the charitable arm of Pressroom Partners, Phil Taylor supports the Women's Spirit Project by providing marketing assistance and support. Pressroom Philanthropy focuses on programs that develop life skills, strengthen families, reduce family violence, and increase participation in the community for vulnerable people. Phil Taylor, CEO of Pressroom Partners, describes the WSP as an initiative with 'success written all over it' and has been a long-term supporter since the pilot.
• City of CaseycoreGTM or Marketing PartnerCity of Casey is a proud supporter of the Women's Spirit Project, providing funding and program delivery support for Spirit of Transformation programs in the Casey region (May to August 2026 program).
• Frankston City CouncilcoreGTM or Marketing PartnerFrankston City Council has provided generous support enabling 50 places for women in the Frankston region (including Carrum Downs, Frankston, Karingal, Langwarrin, Sandhurst, Seaford and Skye) in the online wellbeing program.
• Thomas Barnes (Local Filmmaker)minorGTM or Marketing PartnerThomas Barnes is a local filmmaker who produced the 'I AM ENOUGH' documentary highlighting women's inspiring stories of overcoming adversity through the Women's Spirit Project's programs. The documentary serves as both a marketing tool and a program outcome showcase.
• The Executive Roundtable VictoriaminorGTM or Marketing PartnerSuzanne Murphy, Managing Director of Women's Spirit Project, serves as Principal of The Executive Roundtable Victoria, connecting the organization with businesses supporting value-driven initiatives, collaborations and community support.
• LiptemberminorOthersThe organization references the Liptember Report 2022 when discussing the growing number of women experiencing disadvantage. Liptember is a mental health charity for women. No formal partnership is described, but the organization aligns with similar causes.
• Women's Health in the South East (WHISE)minorOthersKathy Heffernan, a General Member of the Women's Spirit Project, was a founding member of Women's Health in the South East (WHISE), indicating a connection with this regional women's health organization.
• Tweddle Child & Family Health ServiceminorOthersJane Price, Acting Executive Manager and former Board Chair of the Women's Spirit Project, currently serves as a Board Director at Tweddle Child & Family Health Service, indicating a professional network connection.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Girl Effect: Global nonprofit using media and programs to empower girls and young women; comparable on women's empowerment mission and storytelling-led engagement model (similar in spirit to the 'I AM ENOUGH' documentary), though operating at significantly larger international scale.
• The Smith Family: Large Australian community-focused nonprofit supporting disadvantaged children and families through education and wellbeing programs; comparable as a values-driven nonprofit combining evidence-based programs, corporate partnerships and donor fundraising in the Australian social services landscape.
• YWCA Australia: Established national women's empowerment nonprofit operating across housing, leadership and wellbeing; comparable on mission (women's empowerment, disadvantage) but operates at much larger scale and broader program portfolio than the Women's Spirit Project.
• Wellways Australia: Established Australian mental health and wellbeing nonprofit delivering community-based recovery and wellbeing programs; comparable on trauma-informed wellbeing delivery model and reliance on government and philanthropic funding, though at much larger national scale.

Direct peers

• Domestic Violence Resource Centre Victoria: Victoria-focused family violence prevention and support organisation; comparable because the Women's Spirit Project explicitly serves women experiencing family violence in the Frankston region (highest rate in Metropolitan Melbourne), drawing on overlapping referral and trauma-informed practice.
• WIRE (Women's Information and Referral Exchange): Victorian women's information, referral and support service; directly comparable as a Victoria-based nonprofit delivering community-level support and wellbeing services to women experiencing disadvantage, with overlapping referral and program-delivery channels.
• Women's Health Victoria: Statewide women's health advocacy and service-delivery organisation; comparable as a Victorian nonprofit addressing women's mental health, wellbeing and disadvantage through evidence-based programs and policy advocacy, with similar funder and government relationships.

Emerging players

• Women's Community Shelters: Australian nonprofit providing emergency accommodation and community support for women experiencing homelessness and domestic violence; comparable target population and values-aligned operating model, though focused on crisis shelter rather than ongoing wellbeing programs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@womensspiritproject7327
• Facebookfacebook.com/TheWomensSpiritProject
• LinkedInlinkedin.com/company/the-women-s-spirit-project
• Instagraminstagram.com/womensspiritproject

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 The Women's Spirit Project