Mental Fitness Collective

What Mental Fitness Collective does

Mental Fitness Collective Incorporated is an Australian registered charity (ACN INC2400554) founded in September 2023 by Hunter Karam, with Jake Pepper joining as co-founder in June 2024. The organization is headquartered in Sydney, NSW, and operates as a non-profit with 1-10 paid employees and 11+ active volunteers contributing over 150 hours weekly, supported by a 13-person core team and an advisory committee spanning neuroscience, clinical psychology, counselling, and high-performance sport (including Tennis Australia's Director of National Tennis Academy).

The charity builds proactive mental fitness through an evidence-based framework developed with these professionals. Core products include the MFC Framework (seven trainable mental fitness skills: self-regulation, self-awareness, attention and focus, self-compassion, connection, flexible thinking, and purposeful action), the Daily 1% Model (a 14-minute daily practice built on breathwork, mindfulness, gratitude, connection, and visualisation), Mental Fitness Month (a November campaign that logged 113,444+ mental reps), and weekly MFC Community Events (150+ events delivered to 500+ individuals with 5,000+ attendances over two years). Underlying intellectual property is content- and methodology-based, grounded in neuroplasticity research rather than software or AI systems; no public APIs, SDKs, or integrations exist, and the planned MFC Digital Product for 2026/27 is the first software-style deliverable.

The business model is donation-driven, with one-time and monthly giving via a Wix-hosted donation portal (tiers of $20/$50/$100/$200/custom) and volunteer-led fundraising runs (100km in 2023, 200km in 2024). The organization holds Deductible Gift Recipient status, making donations of $2+ tax-deductible. Current customer segments are horizontal — general public individuals attending community events and Mental Fitness Month — while planned 2026 programs for workplaces, schools, and communities, plus a future subscription-style digital product, would introduce institutional B2B revenue streams. Supporting partnerships include NOTA Pilates, Pillar Performance, Bodega, and Vita (logo-level), with Tennis Australia positioned as a core strategic advisor. No external venture, private equity, or institutional funding rounds are disclosed.

Name

Mental Fitness Collective

Legal name

Mental Fitness Collective Incorporated

Website

https://mentalfitnesscollective.com.au

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

Mental Fitness Collective is an Australian registered charity that delivers proactive, evidence-based mental fitness training to the general public through weekly community events, the Daily 1% Model, and an annual Mental Fitness Month, with workplace, school, and digital programs planned for 2026.

Ownership category

akta.pro rank

Product category

Mental Wellness Community Programs

NAICS

Civic and Social Organizations (813410)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Mind-Body Wellness Coaching (Holistic/Integrative) (HSADAGAG)

Keywords

• Community mental wellness
• Mental fitness training
• Wellbeing programs
• Preventive mental health
• Daily mindfulness practice

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Donations: The organization is a registered charity accepting one-time and monthly donations. Donations of $2 or more are tax-deductible in Australia as the organization is endorsed as a Deductible Gift Recipient (DGR).
2. Fundraising Activities: Community fundraising events and initiatives including runs (100km in 2023, 200km in 2024) organized by volunteers and supporters to raise funds for the charity.
3. Future Digital Products: Planned digital product for 2026/27 to make mental fitness more accessible, trackable, and available on mobile devices. Will enable people to train systematically and track progress.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

Mental Fitness Collective is an Australian registered charity that delivers proactive mental fitness training through community events, education, and evidence-based wellbeing programs. Its core offerings include the MFC Framework (built on seven core trainable skills), the Daily 1% Model (a 14-minute daily practice with five exercises), Mental Fitness Month (annual November initiative), and weekly community events.

Product overview

Mental Fitness Collective offers a unified mental fitness training ecosystem centered on the MFC Framework — an evidence-based system developed with neuroscience, psychology, and counselling professionals. The core offerings include The Daily 1% Model (a 14-minute daily practice), Mental Fitness Month (an annual November initiative), and MFC Community Events (weekly gatherings). Upcoming programs for workplaces, schools, and communities are planned for 2026. A mobile-based digital product is in development for 2026/27 launch, which will enable systematic training, progress tracking, and skill assessment at scale through the Daily Check-In Tool and planned digital platform.

Differentiator

Problem solved

Functional benefit

Products and services

• MFC Framework An evidence-based mental fitness training framework built on seven core skills (self-regulation, self-awareness, attention and focus, self-compassion, strengthening connections, flexible thinking, and purposeful action) designed to help individuals think, feel, and act in ways that support wellbeing and performance. For the general public, workplaces, schools, and communities.
• The Daily 1% Model

Quantifiable outcome

• 90% of participants report improved ability to manage stress after attending events
• +3 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered supporting partner and core partner.

• NOTA Pilatessupporting partnerGTM or Marketing PartnerPartner brand collaborating with MFC. Logo appears in Our Partners section on donation page.
• Pillar Performancesupporting partnerGTM or Marketing PartnerPartner brand in the mental fitness ecosystem. Logo appears in Our Partners section on donation page.
• Tennis Australiacore partnerStrategic or Co-development PartnerNicole Kriz, Director of National Tennis Academy - Tennis Australia, serves on MFC's Advisory Committee, bringing high-performance sport expertise to the mental fitness framework development.
• Bodegasupporting partnerGTM or Marketing PartnerPartner brand collaborating with MFC. Logo appears in Our Partners section on donation page.
• Vitasupporting partnerGTM or Marketing PartnerPartner brand in the mental fitness ecosystem. Logo appears in Our Partners section on donation page.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Beyond Blue: Australia's largest mental health awareness and support charity. Comparable as a registered Australian mental health charity but with a reactive/support orientation rather than MFC's proactive training focus.
• Headspace: Global meditation and mindfulness app with hundreds of millions in funding and a large subscriber base. Competes for the same mental wellbeing consumer attention that MFC targets, though Headspace is a commercial app rather than a community/charity.
• Black Dog Institute: Australian medical research institute focused on mental health. Comparable in scientific credibility and Australian focus, though it operates as a clinical/research institution rather than a community training charity.
• Calm: One of the largest mental wellness apps globally, offering meditation, sleep, and mental training content. A scaled incumbent in the adjacent meditation/mindfulness category MFC is positioning against.

Direct peers

• Mindful Schools: Nonprofit that trains educators and brings mindfulness to K-12 schools. Directly comparable in its mission to embed mental fitness/mindfulness training into schools — one of MFC's planned 2026 segments.
• Smiling Mind: Australian nonprofit developing free mindfulness and mental wellbeing programs for adults, schools, and workplaces. Closest direct peer — same geography, same charity/nonprofit structure, same mental wellbeing training proposition.
• The JED Foundation: US nonprofit protecting emotional health and preventing suicide among teens and young adults. Comparable nonprofit mental health prevention mission and school/university channel overlap.
• Active Minds: US nonprofit supporting mental health awareness and education for young adults, particularly in schools and universities. Comparable nonprofit model targeting student mental fitness — overlapping with MFC's planned 2026 schools segment.
• Bring Change to Mind: US mental health nonprofit focused on ending stigma and building community dialogue around mental health. Comparable nonprofit/awareness model addressing the same proactive mental wellbeing space.

Regional players

• Mind (UK mental health charity): Major UK mental health charity providing advice, support, and campaigning. Comparable as a large established mental health nonprofit, but operating in the UK rather than Australia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/p/Mental-Fitness-Collective-61551030176101
• LinkedInlinkedin.com/company/mentalfitnesscollective/posts/?feedView=all
• Instagraminstagram.com/mentalfitness.collective
• TikToktiktok.com/@mentalfitness.collective

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Mental Fitness Collective