Bloke In A Bar

What Bloke In A Bar does

Bloke In A Bar is an Australian sports media and direct-to-consumer merchandise brand founded by former NRL player Denan Kemp. The company operates a unified two-product portfolio: (1) a weekly NRL-focused podcast distributed across Spotify, Apple Podcasts, and YouTube, self-described as Australia's #1 sports podcast with 520K+ monthly downloads and 4.6M fans engaged over 90 days; and (2) a Shopify-powered merchandise storefront (blokeinabar.com) selling apparel, underwear, headwear, footwear, and bar/lifestyle accessories, with sizing up to 7XL. The brand identity is built around positive masculinity, mateship, and Australian rugby league culture, targeting a male-skewed (95%) audience aged 18-34 (75%).

The technology stack is intentionally lean and commodity: Shopify for e-commerce, native Shopify payment integrations (Shop Pay, PayPal, Apple Pay, Google Pay, major card networks, Union Pay), and standard podcast distribution infrastructure on Spotify, Apple Music, and YouTube. Notable product technology includes Tencal Modal fabric used in the Bloke Undies line for sustainability, moisture-wicking, and durability. Logistics rely on Australia Post for domestic and international fulfillment with a 3-business-day processing window.

The business model combines three revenue streams: (1) primary merchandise sales (unit-priced apparel and accessories ranging from $6 to $79, with recurring sitewide 50-60% discounts); (2) podcast sponsorship and brand partnerships (evidenced by a Pizza Hut Australia co-promotional deal); and (3) media/marketing services sold via a downloadable media kit. Customer acquisition is community-led — the podcast is the top-of-funnel driver, converting listeners into merchandise buyers and sponsorship audiences. The company is privately held, headquartered in Australia, operates with no disclosed institutional funding, and is run primarily through the founder with a small supporting team.

Name

Bloke In A Bar

Legal name

Bloke In A Bar

Website

https://blokeinabar.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Bloke In A Bar is an Australian sports media and merchandise brand founded by former NRL player Denan Kemp, operating a top-ranked weekly NRL podcast alongside a Shopify DTC storefront selling apparel, underwear, headwear, and accessories to a primarily male (95%) Australian sports audience aged 18-34 (75%).

Ownership category

akta.pro rank

Product category

Sports Fan Apparel and Merchandise

NAICS

Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Sports Collectibles, Fan Gear & Licensed Merchandise Retail (CRAMABAO)

akta.pro secondary industry

Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ)

Keywords

• Sports podcast content
• Sports fan apparel
• Branded merchandise
• Podcast sponsorship media
• Fan community membership

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Merchandise Sales: Primary revenue stream from selling branded apparel and accessories including t-shirts, jerseys, hoodies, underwear, headwear, and footwear through the Shopify e-commerce store. Products are sold at various price points with seasonal sales and discounts.
2. Podcast Sponsorships: The podcast attracts sponsorships and brand partnerships, with messaging about highly engaged listeners who tune in with intent, leading to real outcomes for advertisers.
3. Media and Marketing Services: The brand offers media and marketing partnership opportunities to brands that align with their values, as indicated by their media enquiries contact and downloadable media kit.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Bloke In A Bar operates a sports podcast (weekly NRL breakdowns and sports culture conversations hosted by founder Denan Kemp) and sells branded merchandise through a direct-to-consumer Shopify storefront. Merchandise includes jerseys, track jackets, knit jumpers, t-shirts, singlets, hoodies, party shirts, underwear (boxer briefs and trunks in multi-packs using Tencal Modal fabric), headwear, slides, thongs, and lifestyle accessories such as cooler bags, bar runners, and stubby holders.

Product overview

Bloke In A Bar is an Australian sports media and merchandise brand founded by former NRL player Denan Kemp. The company operates a unified product portfolio consisting of two core offerings: (1) a sports podcast delivering weekly NRL breakdowns and sports talk content, and (2) a comprehensive merchandise line sold through a Shopify e-commerce store. The merchandise collection includes apparel products such as jerseys, track jackets, knit jumpers, t-shirts, singlets, hoodies, and party shirts; underwear products featuring boxer briefs and trunks in 3-pack and 5-pack configurations made with Tencal Modal fabric; headwear including caps and hats; footwear including slides and thongs; and accessories such as cooler bags, bar runners, and stubby holders. The brand also collaborates with partners like Hello Sport for limited edition products. All merchandise is distributed directly through the blokeinabar.com Shopify store, while the podcast is distributed through Spotify, Apple Music, and YouTube.

Differentiator

Problem solved

Functional benefit

Products and services

• 2026 Bloke Blue Spray Jacket Track jacket from the 2026 Winter Drop collection in a blue spray-style colorway, priced at $72; sold to Australian sports fans and podcast listeners seeking premium outerwear.
• 2026 Bloke Jersey Cotton blend oversized jersey featuring the Bloke Lager Badge 'Turn Up' design; sold to fans as supporter apparel.
• 2025 Bloke Jersey Cotton blend Bloke jersey with the Lager Badge 'Turn Up' design; a sold-out 2025 release with 119 customer reviews.
• 2025 Could Be Anything Shirt Premium t-shirt from the annual 'Could Be Anything' collection, available in White/Blue and Black/White colorways with sizing from S to 6XL; casual fan apparel.
• 2025 Could Be Anything Hat Limited edition hat from the 2025 'Could Be Anything' collection, available in Blue and Black colorways.
• 2025 Bloke Knit Jumpers Premium knit jumpers in Blue and Maroon colorways from the 2025 Winter Drop collection; premium outerwear for fans.
• Good Areas Shirt and Singlet T-shirt and singlet from the Good Areas collection designed to kick off the year, available in White and Charcoal colorways in sizes S to 6XL.
• Party Shirts Party shirts in cream colorway from the Party Shirts collection with multiple color options.
• Bloke Undies - Boxer Briefs (3-Pack) Men's boxer briefs 3-pack made with sustainable Tencal Modal fabric offering moisture-wicking, breathability, abrasion resistance, and shape retention; available in Black (White band), Black (Black band), and Brown (Yellow band) colorways.
• Bloke Undies - Trunks (5-Pack) Men's trunks 5-pack made with Tencal Modal fabric, available in Black (White band), Black (Black band), Black (Red band), Brown (Yellow band), and Brown (Brown band) colorways.
• Bloke Hats Bloke-branded headwear including the 2025 Bloke Blue Hat (OSFA sizing) and 2025 Could Be Anything Hat in Blue and Black.
• Bloke Thongs Bloke Brown thongs/flip-flops with PVC strap featuring the Bloke Rubber Logo, sizes US 7-8, 9-10, 11-12.
• Bloke Slides Bloke-branded slides/footwear, regular $22 (discounted to $11 on promotion).
• Bloke Original Hoodie Hoodie from the original Bloke collection in brown colorway, regular price $57.
• Bloke Bar and Lifestyle Accessories Bloke-branded lifestyle accessories including Cooler Bags (esky), Bar Runners for pub/venue use, and Stubby Holders (Middy size beverage insulator), priced from $6 for stubby holders upward.
• Bloke x Hello Sport DMP Shirt Limited release collaboration shirt between Bloke In A Bar and Hello Sport for the Dirty Merger Podcast (DMP); 2024 official release.
• Bloke In A Bar Podcast Weekly NRL sports podcast hosted by former NRL player Denan Kemp, distributed on Spotify and Apple Music with 520K+ monthly downloads, 9M+ total downloads, 4.9/5 Spotify rating (6K+ ratings), and 4.8/5 Apple Podcasts rating (2K+ ratings).
• Bloke Club Membership Loyalty membership program for the Bloke community providing exclusive offers, competitions, and member-only benefits; contact via [email protected].

Quantifiable outcome

• 4.6M fans engaged over 90 days
• +4 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature2 records

Partnerships

Five partnerships are on record, tiered core.

• Pizza Hut AustraliacoreGTM or Marketing Partner · 1 July 2026Co-promotional partnership involving State of Origin competition giveaways. Pizza Hut Australia sponsors Bloke In A Bar podcast content and social media competitions, offering vouchers as prizes. The partnership targets the sports audience during major NRL events.
• Hello SportcoreStrategic or Co-development Partner · 1 January 2024Collaboration on the 'Dirty Merger Podcast' (DMP) merchandise line. Bloke partnered with Hello Sport to create co-branded apparel products including the DMP shirt. This represents a strategic product collaboration in the sports podcast merchandise space.
• SpotifycoreChannel Partner/ Reseller/ DistributorPrimary podcast distribution platform. Bloke in a Bar distributes podcast content through Spotify, reaching the platform's 9M+ podcast downloads milestone. Spotify provides the listening infrastructure and platform for audience engagement.
• Apple MusiccoreChannel Partner/ Reseller/ DistributorPodcast distribution platform alongside Spotify. Apple Music serves as an alternative distribution channel for the Bloke in a Bar podcast, contributing to overall audience reach with 4.8/5 rating.
• Shopify Inc.coreTechnology or IntegrationE-commerce platform provider powering the Bloke in a Bar online store. Shopify provides the infrastructure for product listings, shopping cart, checkout, payment processing, and order management.

Scale indicators12 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Bonds: Established Australian underwear and basics brand owned by Hanes Australasia. Directly comparable as a competitor in the men's underwear category where Bloke Undies competes with broader distribution and brand recognition.
• Barstool Sports: US-based sports and pop culture media company with extensive podcast network, merchandise business, and integrated community monetization. Represents the scaled version of Bloke In A Bar's content-to-merch model.
• Fanatics: Global sports merchandise leader offering licensed apparel and fan gear across all major leagues. Represents the established incumbent in sports merchandise retail that Bloke In A Bar's community-led model competes alongside.
• Mitchell & Ness: Heritage sports apparel brand specializing in nostalgic/throwback fan gear. Comparable as a sports apparel specialist targeting dedicated fan segments with premium positioning.

Direct peers

• Hello Sport: Australian sports media brand and active collaborator with Bloke In A Bar (DMP merchandise line). Operates podcast content alongside apparel and merchandise targeting Australian sports fans.
• The Grade Cricketer: Australian sports (cricket) podcast with an active merchandise store selling apparel and accessories to fans. Closely mirrors Bloke In A Bar's podcast-to-merch community-led model in the Australian market.
• The Howie Games: Australian sports interview podcast with strong audience following. Comparable as a content-first Australian sports brand with potential merchandise extension and community building.
• Betoota Advocate: Australian satirical/news brand with a successful merchandise line and strong community following. Comparable community-led brand model monetizing audience through apparel and merchandise in Australia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@BlokeInABar
• Facebookfacebook.com/blokeinabar
• Instagraminstagram.com/blokeinabar
• LinkedInlinkedin.com/company/bloke-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Bloke In A Bar