Wounded Heroes Australia

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.

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

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

• Veteran crisis support
• Emergency housing assistance
• Charitable donations
• Fundraising events
• Rehabilitation programs

Headquarters

HQ city

Brisbane

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. 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.
2. 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.
3. 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.
4. Gifts in Wills: Bequest giving program allowing supporters to include Wounded Heroes Australia in their wills.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core 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

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• Veterans First ConsultingcoreStrategic or Co-development PartnerAustralia'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.
• Coffee4HeroesminorOthersSeparate e-commerce brand/store selling coffee products with proceeds supporting Wounded Heroes Australia. Accessed via coffee4heroes.shop
• Nepean CrossFitcoreGTM or Marketing PartnerCrossFit 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 AustraliacoreGTM or Marketing PartnerNational 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.
• RIDE4HEROEScoreGTM or Marketing PartnerMotorcycle 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 BankminorGTM or Marketing PartnerNational sponsor supporting Wounded Heroes Australia as part of their corporate social responsibility.
• Total Veteran HealthcareminorGTM or Marketing PartnerNational sponsor providing veteran healthcare services and supporting Wounded Heroes Australia.
• Department of Veterans Affairs (DVA)coreChannel Partner/ Reseller/ Distributor61.7% 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.
• Guitar4VetsminorGTM or Marketing PartnerFundraising partner hosting events like Help for Heroes at Penrith Panthers Evan Theatre, raising funds and awareness for wounded heroes and veteran families.
• TicketekminorOthersTicketing partner for Guitar4Vets fundraising events at venues like Penrith Panthers Evan Theatre.

Scale indicators9 records

Recent moves8 records

Expansion highlights4 records

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/WoundedHeroesAu
• Facebookfacebook.com/Woundedoz
• LinkedInlinkedin.com/company/woundedheroesaustralia
• Instagraminstagram.com/woundedheroesaustralia_

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Wounded Heroes Australia