Wounded Heroes Australia
Wounded Heroes Australia is a national Australian charity providing 24/7 crisis support — emergency housing, food, fuel, and domestic violence assistance — to current and former ADF members and their families across all seven Australian states and territories. Founded in 2007, it has supported over 38,000 military families.
- Company typePrivate
- Founded2007
- HeadquartersBrisbane, Australia
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Wounded Heroes Australia does
Wounded Heroes Australia is a national Australian charity operating as Wounded Heroes Association Inc., a Registered Australian Public Benevolent Institution and Deductible Gift Recipient founded in 2007 by Jim Shapcott (originally as the Deployed Soldiers Welfare Association). The organization delivers 24/7 crisis support to current and former Australian Defence Force members and their families facing financial crisis, homelessness or risk of homelessness, family and domestic violence, and mental health emergencies including suicidal ideation. Core services include a national crisis hotline (1300 532 112), emergency accommodation, food and fuel assistance averaging $1,020 per intervention, family and domestic violence support, and the Horses 4 Heroes Equine Healing Program. The organization reports a 60-minute response time once a veteran or family is identified and handled 23-28 crisis calls per day in 2025, serving 5,800 veterans and families and funding $589,300 in direct crisis support during the year. Over its 19-year history, the charity states it has financially supported more than 38,000 military families.
The business model is primarily donation-funded, with 100% of public donations directed to veterans and families in crisis. Diversified income streams include corporate and individual donations, bequests (Gifts in Wills), merchandise sales through the Wounded Heroes Shop (Pitch Black collection: stubby coolers at $15, caps at $20, bundles at $30), event fundraising (24 Hour Challenge, Ride4Heroes motorcycle rides at $20/$15 per rider/pillion, Guitar4Vets concerts, Wounded Heroes Cup), and social enterprise revenue from Jim's Café, Op Shops, and the Coffee4Heroes coffee brand. Distribution is delivered through the 24/7 hotline, two physical Veterans Centres in Ipswich (Bundamba headquarters, opened 11 May 2023) and Townsville, peer-to-peer fundraising via the Funraisin platform, and multi-channel donor engagement across social media, email, and community events. Key referral partnerships include the Department of Veterans Affairs (61.7% of crisis line calls originate from DVA and rehabilitation providers), Veterans First Consulting, Nepean CrossFit, Australian Military Bank, and Total Veteran Healthcare. The organization is led by President Martin Shaw (recognized as QLD Day Local Legend of the Year in 2024 and recipient of a Lifetime Achievement Award), Vice President Julie Hall, Founder/Chairman Jim Shapcott, and Crisis Support Manager Miranda Geldert.
Wounded Heroes Australia firmographics
Firmographics- Name
- Wounded Heroes Australia
- Legal name
- Wounded Heroes Association Inc.
- Website
- https://woundedheroes.org.au
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Wounded Heroes Australia is a national Australian charity providing 24/7 crisis support — emergency housing, food, fuel, and domestic violence assistance — to current and former ADF members and their families across all seven Australian states and territories. Founded in 2007, it has supported over 38,000 military families.
- Ownership category
- akta.pro rank
Wounded Heroes Australia industry classification
Industry- Product category
- Veteran Crisis Support Services
- NAICS
- Emergency and Other Relief Services (624230), Individual and Family Services (6241)
- SIC
- Services-Social Services (8300)
- akta.pro primary industry
- Mental Health & Crisis Support Services (BPAGACAD)
- akta.pro secondary industries
- Domestic Violence & Abuse Support Services (BPAGAEAD), Disaster Recovery, Reconstruction & Resilience Programs (BPAGAAAK)
Keywords
Where Wounded Heroes Australia is headquartered
LocationHeadquarters
- HQ city
- Brisbane
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
Wounded Heroes Australia business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Donations: Primary revenue stream from public donations. 100% of public donations go to veterans and families in financial crisis. The organization is primarily donor funded.
- Merchandise Sales: Sale of branded merchandise including Pitch Black collection items (stubby coolers, caps, bundles) through the Wounded Heroes Shop. Profits from sales go toward supporting veterans and families.
- Event Fundraising: Community fundraising events including 24 Hour Challenge, RIDE4HEROES motorcycle rides, community workouts, and various fundraising initiatives. Registration fees and donations from these events fund crisis support.
- Gifts in Wills: Bequest giving program allowing supporters to include Wounded Heroes Australia in their wills.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Merchandise - Stubby Cooler |
| Unit Pricing | Pay-as-you-go | Merchandise - Cap |
| Unit Pricing | Pay-as-you-go | Merchandise - Bundle |
| Unit Pricing | Pay-as-you-go | RIDE4HEROES Event Registration |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
Wounded Heroes Australia product offering
Product offeringCore offering
Wounded Heroes Australia is a national veteran support charity providing immediate 24/7 crisis support to current and ex-serving ADF members, veterans and their families. Its core services include a crisis hotline (1300 532 112), emergency accommodation, food and fuel vouchers, family and domestic violence support, and rehabilitation programs including the Horses 4 Heroes Equine Healing Program. It supplements these with social enterprises (Veterans Centres, Jim's Café, Op Shops, Coffee4Heroes) and fundraising events (24 Hour Challenge, Ride4Heroes).
Product overview
Wounded Heroes Australia operates as a national veteran support charity providing immediate 24/7 crisis support services. The core offering centers on a crisis hotline (1300 532 112) delivering rapid financial assistance for emergency accommodation, food, and fuel. The organization runs physical Veterans Centres in Ipswich and Townsville, social enterprises including Jim's Café, Op Shops, and Coffee4Heroes, plus fundraising events like the 24 Hour Challenge, Ride4Heroes, and the Wounded Heroes Cup. Additional programs include the Horses 4 Heroes Equine Healing Program, Hope4Heroes impact stories, Guitar4Vets music therapy, and a merchandise e-commerce shop.
Differentiator
Problem solved
Functional benefit
Brands
- Coffee4Heroes: Coffee shop initiative supporting veterans
- Hope4Heroes
- 24 Hour Challenge
- Ride4Heroes
- Guitar4Vets
- Horses 4 Heroes
Products and services
- 24/7 Crisis Support Hotline
- Emergency Housing Assistance
- Family & Domestic Violence Support
- Horses 4 Heroes Equine Healing Program
- Veterans Centre - Ipswich
- Veterans Centre - Townsville
- Jim's Café
- Op Shops
- Coffee4Heroes
- Wounded Heroes Shop
Quantifiable outcome
- Average 60-minute response time once veteran/family is identified
- +3 more outcomes
Companies that use Wounded Heroes Australia
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles2 records
Wounded Heroes Australia technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Wounded Heroes Australia partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- Veterans First ConsultingcoreAustralia's largest and highest-rated DVA advocacy team founded in 2022 by Kevin Chapman and Tom Kliese. Veterans First Consulting serves as presenting sponsor of the Wounded Heroes 24 Hour Challenge and works closely with Wounded Heroes as a trusted next-step option for veterans after crisis situations stabilize. They assist with DVA claims, post-service life, and entitlements navigation.
- Coffee4HeroesminorSeparate e-commerce brand/store selling coffee products with proceeds supporting Wounded Heroes Australia. Accessed via coffee4heroes.shop
- Nepean CrossFitcoreCrossFit gym co-owned by Maxine Burnett (serving in Air Force Reserves) and Daniel Olford. Co-founded 24 Hours of Heroes Australia event in 2021 and has run the event for three years supporting Wounded Heroes.
- 24 Hours of Heroes AustraliacoreNational endurance fitness event originally inspired by a Canadian event (since 2016). Teams of six complete hero workouts over 24 hours honoring fallen service personnel. Has raised hundreds of thousands of dollars for veteran support services including Wounded Heroes Australia.
- RIDE4HEROEScoreMotorcycle community initiative encouraging groups across Australia to ride together while raising awareness and funds for veterans in crisis. Partnership involves $20 per rider and $15 per pillion passenger registration fees going to the crisis fund.
- Australian Military BankminorNational sponsor supporting Wounded Heroes Australia as part of their corporate social responsibility.
- Total Veteran HealthcareminorNational sponsor providing veteran healthcare services and supporting Wounded Heroes Australia.
- Department of Veterans Affairs (DVA)core61.7% of Wounded Heroes crisis line calls come from DVA and rehabilitation providers seeking immediate crisis support for veterans. DVA logo appears in sponsor section indicating official partnership/recognition.
- Guitar4VetsminorFundraising partner hosting events like Help for Heroes at Penrith Panthers Evan Theatre, raising funds and awareness for wounded heroes and veteran families.
- TicketekminorTicketing partner for Guitar4Vets fundraising events at venues like Penrith Panthers Evan Theatre.
Scale indicators9 records
Recent moves8 records
Expansion highlights4 records
Wounded Heroes Australia competitors and assessment
Company assessmentMarket position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Wounded Heroes Australia social profiles
Digital presenceWounded Heroes Australia compliance and trust
Trust signalCompliance2 records
Wounded Heroes Australia financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wounded Heroes Australia leadership team
Management profileNumber of profiles
Profiles4 records
Wounded Heroes Australia funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wounded Heroes Australia 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 Wounded Heroes Australia
What does Wounded Heroes Australia do?
Wounded Heroes Australia is a national veteran support charity providing immediate 24/7 crisis support to current and ex-serving ADF members, veterans and their families. Its core services include a crisis hotline (1300 532 112), emergency accommodation, food and fuel vouchers, family and domestic violence support, and rehabilitation programs including the Horses 4 Heroes Equine Healing Program. It supplements these with social enterprises (Veterans Centres, Jim's Café, Op Shops, Coffee4Heroes) and fundraising events (24 Hour Challenge, Ride4Heroes).
Is Wounded Heroes Australia a public or private company?
Wounded Heroes Australia is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Wounded Heroes Australia founded?
Wounded Heroes Australia was founded in 2007. It employs 11 to 50 people.
Where is Wounded Heroes Australia based?
Wounded Heroes Australia is headquartered in Brisbane, Australia, in the Oceania region.
How does Wounded Heroes Australia make money?
Four revenue lines are on record. Donations are the primary driver. The others are merchandise Sales, event Fundraising and gifts in Wills.
Does Wounded Heroes Australia have an API?
No public API is recorded for Wounded Heroes Australia.
What industry is Wounded Heroes Australia in?
Wounded Heroes Australia's product category is Veteran Crisis Support Services. Its primary akta.pro industry code is BPAGACAD, Mental Health & Crisis Support Services, with a secondary code of BPAGAEAD, Domestic Violence & Abuse Support Services. Its NAICS code is 624230 and its SIC code is 8300.