Proud 2 Play
Proud 2 Play is an Australian registered charity driving LGBTQI+ inclusion in sport through education, consulting, policy advice, and a club directory, serving sports clubs, associations, local governments, and LGBTQI+ individuals across Australia and New Zealand.
- Company typePrivate
- Founded2016
- HeadquartersAdelaide, Australia
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What Proud 2 Play does
Proud 2 Play is an Australian registered charity (Proud2Play Incorporated, ABN 64 612 999 229) headquartered in Adelaide that advocates for LGBTQI+ inclusion in sport and recreation. Its purpose is to reduce social isolation, stigma, and discrimination faced by LGBTQI+ people in sporting environments, and it operates across all Australian states and territories with an Activity Directory extending into New Zealand. The organization's product portfolio is a suite of interconnected programs rather than a software product: the Activity Directory and Player Hub serve as consumer-facing club discovery tools; the Rainbow Roadmap and LGBTQI+ Friendly Sporting Club Directory serve sports clubs; Education Sessions, an e-learning course hosted on Play By The Rules, posters, tipsheets, and templates serve educational buyers; the Rainbow Sports Alliance membership, Consulting Services, and Policy Advice serve local governments and sporting associations; and a Speaker Network of ambassadors and staff supports engagement at events and pride festivals. There is no mobile app, no public API, and no AI/ML capability; the underlying technology is a Wix-hosted website with downloadable resources.
The business model is a hybrid of earned and contributed revenue. Earned revenue comes from quote-based, professional services-style engagements (education sessions, consulting, policy reviews) delivered in-person and online to sports clubs, associations, local governments, and corporations, with multi-year contracts noted for some programs. Contributed revenue derives from donations and likely government and institutional grants, consistent with the organization's charity status. Customer segments are horizontal: Sports Industry (national and state associations, clubs), Local Government, Sports Clubs, and Individuals (LGBTQI+ end users). The organization reports having educated over 100 clubs, associations, local governments, and teacher groups and assisted over 45 organizations on policy, and is supported by a partner network spanning the AFL, Australian Institute of Sport, VicHealth, Vicsport, Nike, Cricket Victoria, Football Victoria, Basketball Victoria, Tennis Australia, Netball Victoria, Hockey Victoria, Sport Integrity Australia, Disability Sports Australia, and multiple local councils. GTM is community-led and event-driven, with direct sales to industry and government, a self-serve consumer directory, and ambassador-driven speaking engagements.
Proud 2 Play firmographics
Firmographics- Name
- Proud 2 Play
- Legal name
- Proud2Play Incorporated
- Website
- https://proud2play.org.au
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Proud 2 Play is an Australian registered charity driving LGBTQI+ inclusion in sport through education, consulting, policy advice, and a club directory, serving sports clubs, associations, local governments, and LGBTQI+ individuals across Australia and New Zealand.
- Ownership category
- akta.pro rank
Proud 2 Play industry classification
Industry- Product category
- Sport and community inclusion services (LGBTQI+ advocacy)
- NAICS
- Sports and Recreation Instruction (61162)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Cause, Community & CSR-Linked Sports Partnerships (Foundations, Youth Programs) (MPAKALAJ)
- akta.pro secondary industries
- Community Pride & Identity Events (Pride, Cultural Identity Days) (MPAGAEAL), Amateur & Grassroots Sport Associations (Community/Youth Governing Orgs) (MPAKAFAF)
Keywords
Where Proud 2 Play is headquartered
LocationHeadquarters
- HQ city
- Adelaide
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Proud 2 Play business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Education and Training Services: Proud 2 Play delivers educational sessions to sports clubs, professional associations, corporations, and physical education teachers. Programs range from foundational introductions to LGBTQI+ inclusion to advanced courses on trans and gender diverse inclusion, leadership, allyship, and anti-discrimination training. Services are available both in-person and online.
- Consulting Services: Custom consulting services for local governments and sports organizations, including in-depth training, policy evaluations, and practical recommendations for promoting LGBTQI+ inclusion. Available in major urban areas and remote regions of Australia.
- Donations and Grants: As a registered charity (ABN 64 612 999 229) with the Australian Charities and Not-For-Profit Commission, Proud 2 Play relies on donations and likely government/organizational grants to fund operations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom education programs for sports clubs, professional associations, corporations, and physical education teachers |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels5 records
Proud 2 Play product offering
Product offeringCore offering
Proud 2 Play is an Australian non-profit that provides LGBTQI+ inclusion services for the sports sector, including education sessions, consulting, an online activity directory of inclusive sport providers, the Rainbow Roadmap framework, and the Rainbow Sports Alliance accreditation program. It supports sporting clubs, national and state sporting organisations, local governments, and individual LGBTQI+ community members across Australia and New Zealand.
Product overview
Proud 2 Play is a non-profit organisation (registered charity) advocating for LGBTQI+ inclusion in sports and recreation across Australia. Its offering is a platform of interconnected programs and resources rather than a singular software product. The core portfolio comprises: the Activity Directory and Player Hub (which serve as the consumer-facing club discovery platforms); the Rainbow Roadmap and LGBTQI+ Friendly Sporting Club Directory (which serve sports clubs and organisations); the Education Sessions, Creating an LGBTQI+ Inclusive Club Online Course, and Tipsheets & Templates (which provide educational content and practical tools); the Rainbow Sports Alliance membership and Consulting & Policy Advice services (which serve local governments and sporting bodies); and the Speaker Network (which offers engagement opportunities). The organisation does not offer a software product with AI capabilities, APIs, or technical integrations.
Differentiator
Problem solved
Functional benefit
Products and services
- Education Sessions Structured education and training sessions delivered to sporting clubs, national and state sporting organisations, and local government to build awareness and capability around LGBTQI+ inclusion in sport.
- Consulting Services Consulting engagements that help sporting organisations and government bodies develop inclusive policies, practices, and strategies for LGBTQI+ participation.
- Activity Directory Online directory that helps individual LGBTQI+ athletes and community members locate sporting clubs and providers that are welcoming and inclusive.
- Rainbow Roadmap Structured inclusion framework that guides sporting organisations through progressive steps to create LGBTQI+ inclusive environments.
- Rainbow Sports Alliance Accreditation program that recognises sporting clubs and organisations meeting defined standards for LGBTQI+ inclusion.
Quantifiable outcome
- Educated over 100 clubs, associations, local governments, and teacher groups
- +1 more outcomes
Companies that use Proud 2 Play
Customer profileSegments4 records
Ideal customer profiles2 records
Proud 2 Play technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Proud 2 Play partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered core and major.
- Victorian State GovernmentcoreKey government partner supporting LGBTQI+ inclusion in sport and recreation across Victoria. Contributes to funding and policy support for Proud 2 Play initiatives.
- VicHealthcoreVictorian health promotion foundation supporting initiatives that promote health and wellbeing through inclusive sport.
- VicsportcoreState sporting organization providing strategic support and collaboration on LGBTQI+ inclusion initiatives.
- Australian Institute of SportcoreNational sports institute supporting the advancement of LGBTQI+ inclusion at elite and community sport levels.
- NikemajorMajor corporate partner supporting LGBTQI+ inclusion in sport through brand collaboration and sponsorship.
- Australian Football LeaguecoreNational AFL working with Proud 2 Play on inclusion initiatives at all levels of Australian rules football.
- Football VictoriacoreState soccer organization collaborating on LGBTQI+ inclusion programs for football clubs.
- Basketball VictoriacoreState basketball organization working on inclusion initiatives for basketball clubs.
- Cricket VictoriacoreState cricket organization collaborating on LGBTQI+ inclusion and contributed to Trans and Gender Diverse Participation Guidelines.
- Tennis AustraliacoreNational tennis organization working on LGBTQI+ inclusion initiatives.
- Netball VictoriacoreState netball organization collaborating on inclusion programs.
- Hockey VictoriacoreState hockey organization working on LGBTQI+ inclusion initiatives.
- Sport Integrity AustraliamajorNational sports integrity body providing support for LGBTQI+ inclusion in sport.
- Disability Sports AustraliamajorOrganization supporting inclusive sport combining disability and LGBTQI+ inclusion.
- Change our GamecoreVictorian government initiative supporting women and girls in sport, working collaboratively on inclusion.
- GippSportmajorGippsland regional sports assembly supporting local LGBTQI+ inclusion initiatives.
- Cardinia Shire CouncilmajorLocal council partner supporting LGBTQI+ inclusion in local sports communities.
- Nillumbik Shire CouncilmajorLocal council partner supporting LGBTQI+ inclusion in local sports communities.
- City of WhittleseamajorLocal council partner supporting LGBTQI+ inclusion in local sports communities.
- Play By The RulescoreNational platform for hosting Proud 2 Play's e-learning course on creating LGBTQI+ inclusive clubs.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
Proud 2 Play competitors and assessment
Company assessmentRegional players
- ACON: Australia's largest LGBTQI+ health organization, including sporting inclusion under its broader health and wellbeing mandate. Comparable as an Australian LGBTQI+ not-for-profit addressing inclusion across multiple community domains including sport.
- Minus18: Australian not-for-profit supporting LGBTQI+ youth through education, events, and advocacy. Comparable in Australian geographic focus and cause-driven not-for-profit model, with overlapping youth and community engagement work.
Direct peers
- Athlete Ally: US-based nonprofit advocating for LGBTQI+ equality in sport, providing education, advocacy, and policy support. Direct functional analogue to Proud 2 Play in a different geography, serving the same mission of making sport safe and inclusive.
- You Can Play: Nonprofit dedicated to LGBT+ inclusion in sports, working with leagues, teams, and players to ensure safety and respect. Most direct comparable in mission, delivery model (education + advocacy), and target audience of clubs and athletes.
- Federation of Gay Games: International body organizing the Gay Games, a multisport event promoting LGBTQI+ inclusion in sport. Highly comparable in mission to foster LGBTQI+ participation, with a different delivery model (event organization vs. ongoing education).
Broad incumbents
- Sport Australia: Australian Sports Commission, the federal government body leading sport policy. Comparable as the apex national body whose policies and guidelines influence the same clubs and associations Proud 2 Play serves.
- Play by the Rules: National Australian platform hosting Proud 2 Play's e-learning course on LGBTQI+ inclusive clubs. Adjacent in providing broader sport inclusion/safety education, including discrimination, child safety, and member protection.
- VicHealth: Victorian health promotion foundation and Proud 2 Play partner; broader mandate of health/wellbeing including sport. Comparable as a funder and inclusion advocate; less niche but overlapping on inclusive sport programming.
Emerging players
- Outsports: Media platform covering LGBTQI+ issues in sports, providing journalism and community resources. Adjacent to Proud 2 Play's content/stories and player hub functions; comparable audience of LGBTQI+ athletes and allies.
- Sport Allies: UK-based charity supporting LGBTQI+ inclusion in sport, offering education and ambassador programs. Direct international peer with similar community-organizing and educational delivery model.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
Proud 2 Play social profiles
Digital presenceProud 2 Play financial estimates
Financial estimateRevenue estimate
Valuation estimate
Proud 2 Play leadership team
Management profileNumber of profiles
Proud 2 Play funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Proud 2 Play 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 Proud 2 Play
What does Proud 2 Play do?
Proud 2 Play is an Australian non-profit that provides LGBTQI+ inclusion services for the sports sector, including education sessions, consulting, an online activity directory of inclusive sport providers, the Rainbow Roadmap framework, and the Rainbow Sports Alliance accreditation program. It supports sporting clubs, national and state sporting organisations, local governments, and individual LGBTQI+ community members across Australia and New Zealand.
When was Proud 2 Play founded?
Proud 2 Play was founded in 2016. It employs 1 to 10 people.
Where is Proud 2 Play based?
Proud 2 Play is headquartered in Adelaide, Australia, in the Oceania region.
How does Proud 2 Play make money?
Three revenue lines are on record. Education and Training Services are the primary driver. The others are consulting Services and donations and Grants.
Who are Proud 2 Play's main competitors?
Regional players on record are ACON and Minus18. Direct peers are Athlete Ally, You Can Play and Federation of Gay Games. Broad incumbents are Sport Australia, Play by the Rules and VicHealth. Emerging players are Outsports and Sport Allies.
Does Proud 2 Play have an API?
No public API is recorded for Proud 2 Play.
What industry is Proud 2 Play in?
Proud 2 Play's product category is Sport and community inclusion services (LGBTQI+ advocacy). Its primary akta.pro industry code is MPAKALAJ, Cause, Community & CSR-Linked Sports Partnerships (Foundations, Youth Programs), with a secondary code of MPAGAEAL, Community Pride & Identity Events (Pride, Cultural Identity Days). Its NAICS code is 61162 and its SIC code is 7997.