Proud 2 Play

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.

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

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

• LGBTQI+ inclusion in sport
• Inclusive sport education
• Diversity consulting sport
• Rainbow sport accreditation
• Community sport advocacy

Headquarters

HQ city

Adelaide

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core 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

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

20 partnerships are on record, tiered core and major.

• Victorian State GovernmentcoreGTM or Marketing PartnerKey government partner supporting LGBTQI+ inclusion in sport and recreation across Victoria. Contributes to funding and policy support for Proud 2 Play initiatives.
• VicHealthcoreGTM or Marketing PartnerVictorian health promotion foundation supporting initiatives that promote health and wellbeing through inclusive sport.
• VicsportcoreStrategic or Co-development PartnerState sporting organization providing strategic support and collaboration on LGBTQI+ inclusion initiatives.
• Australian Institute of SportcoreStrategic or Co-development PartnerNational sports institute supporting the advancement of LGBTQI+ inclusion at elite and community sport levels.
• NikemajorGTM or Marketing PartnerMajor corporate partner supporting LGBTQI+ inclusion in sport through brand collaboration and sponsorship.
• Australian Football LeaguecoreStrategic or Co-development PartnerNational AFL working with Proud 2 Play on inclusion initiatives at all levels of Australian rules football.
• Football VictoriacoreStrategic or Co-development PartnerState soccer organization collaborating on LGBTQI+ inclusion programs for football clubs.
• Basketball VictoriacoreStrategic or Co-development PartnerState basketball organization working on inclusion initiatives for basketball clubs.
• Cricket VictoriacoreStrategic or Co-development PartnerState cricket organization collaborating on LGBTQI+ inclusion and contributed to Trans and Gender Diverse Participation Guidelines.
• Tennis AustraliacoreStrategic or Co-development PartnerNational tennis organization working on LGBTQI+ inclusion initiatives.
• Netball VictoriacoreStrategic or Co-development PartnerState netball organization collaborating on inclusion programs.
• Hockey VictoriacoreStrategic or Co-development PartnerState hockey organization working on LGBTQI+ inclusion initiatives.
• Sport Integrity AustraliamajorGTM or Marketing PartnerNational sports integrity body providing support for LGBTQI+ inclusion in sport.
• Disability Sports AustraliamajorStrategic or Co-development PartnerOrganization supporting inclusive sport combining disability and LGBTQI+ inclusion.
• Change our GamecoreGTM or Marketing PartnerVictorian government initiative supporting women and girls in sport, working collaboratively on inclusion.
• GippSportmajorStrategic or Co-development PartnerGippsland regional sports assembly supporting local LGBTQI+ inclusion initiatives.
• Cardinia Shire CouncilmajorGTM or Marketing PartnerLocal council partner supporting LGBTQI+ inclusion in local sports communities.
• Nillumbik Shire CouncilmajorGTM or Marketing PartnerLocal council partner supporting LGBTQI+ inclusion in local sports communities.
• City of WhittleseamajorGTM or Marketing PartnerLocal council partner supporting LGBTQI+ inclusion in local sports communities.
• Play By The RulescoreStrategic or Co-development PartnerNational platform for hosting Proud 2 Play's e-learning course on creating LGBTQI+ inclusive clubs.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Regional 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

• Xtwitter.com/proud2playinc
• YouTubeyoutube.com/@proud2playinc
• Facebookfacebook.com/proud2playinc
• LinkedInlinkedin.com/company/proud2play-inc
• Instagraminstagram.com/proud2playinc
• TikToktiktok.com/@proud2playinc

Revenue estimate

Valuation estimate

Number of profiles

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 Proud 2 Play