The Bullshift Company

What The Bullshift Company does

The Bullshift Company is a privately held Australian training and culture-change business founded in 2015 and headquartered in Fremantle, Western Australia, with an additional Perth office. Founded by comedian-turned-speaker Andrew Horabin and fellow comedian Malcolm Dix, the company teaches a communication and culture framework organized around four behavioural shifts — Get Clear, Be Open, Be Honest, Collaborate — operationalized into 12 Principles and 15 Habits developed over more than 30 years of work with organizations.

The core product is a multi-format content and facilitation platform: Bullshift TV (25 on-demand video episodes), a companion audio series, a published book, and The Shift Shed, an online learning environment that bundles all digital resources for a $39 one-off per-person payment. Delivery is layered across four channels — self-facilitated team culture conversations via Team Shifty, certified PRINT personality assessment administration and debriefs (licensed from The Paul Hertz Group), and facilitated in-person or virtual workshops and conference keynotes delivered by Bullshift's small facilitator team. Supporting technology consists of standard commercial platforms (Thinkific for course hosting, Stripe for payments, Mailchimp for email, Damstra and Velpic for learning management); there is no proprietary AI or ML capability.

The company sells to enterprise and government clients across banking (Commonwealth Bank, Bankwest, P&N), mining (BHP, Rio Tinto, Woodside, Sandfire), retail (Coles, Ticketmaster), healthcare (HBF, Ramsay Health), government (Australian Signals Directorate, multiple WA departments), elite sport (Fremantle Dockers, West Coast Eagles, Western Force), and education (ECU), alongside SMBs and individuals. Pricing is consultative for workshops and keynotes, with transparent one-off perpetual pricing for the digital offering and book; the model is therefore heavily weighted toward transactional rather than recurring revenue. With 1-10 employees and no external funding, Bullshift operates as a founder-led boutique positioned on humour-led engagement rather than scale.

Name

The Bullshift Company

Legal name

The Bullshift Company

Website

https://bullshift.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

The Bullshift Company is a Fremantle, Australia-based training firm founded in 2015 that teaches conscious communication and delivers culture workshops, keynotes, and personality-based coaching to enterprises, government agencies, sporting teams, and SMBs across Australia.

Ownership category

akta.pro rank

Product category

Corporate Training and Workplace Communication Services

NAICS

Professional and Management Development Training (611430), Professional and Management Development Training (61143)

SIC

Services-Management Consulting Services (8742)

akta.pro industry

PRIMARYEDABAMAM

Coaching, Feedback & Mentoring Skills

Education/Corporate Training & Professional Development/Soft Skills Development

SECONDARYTHAHAMAH

Training, Enablement & Talent Development Summits

Travel & Hospitality/MICE (Meetings, Incentives, Conferences & Exhibitions)/Corporate Meetings & Summits

SECONDARYHSADAGAF

Behavior Change & Motivational Coaching

Home & Personal Services/Fitness, Wellness & Personal Training/Health Coaching & Lifestyle Wellness

Keywords

• Workplace communication training
• Culture change programs
• Personality assessment services
• Team building workshops
• Leadership development

Headquarters

HQ city

Fremantle

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Facilitated Workshops and Keynotes: Customised in-person and virtual workshop programs delivered by Bullshift facilitators to enterprise clients. Pricing not publicly disclosed; consultative sales process. Programs include Introduction to Bullshift, The Four Shifts, PRINT workshops, and conference keynotes.
2. Bullshift Book Sales: Sale of the Bullshift book at $29 per copy. Discount code BOOK20 available for orders of 20+ copies. One-time purchase for individuals or organisations.
3. The Shift Shed Subscription: One-off payment of $39 plus GST per individual login providing lifetime access to The Shift Shed platform containing Bullshift TV (25 episodes), Bullshift Audio, the e-book, downloadable resources, Team Shifty, and InductionMate. No renewal required.
4. PRINT Assessment and Debrief: PRINT personality assessment (10-15 minutes) plus one-on-one debrief session with certified PRINT coach Malcolm Dix. Survey takes 15 minutes; debrief scheduled at participant's convenience. Additional team workshops available.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

The Bullshift Company teaches conscious communication through humour-led culture programs, workshops, keynotes, and personality-based coaching for teams. Its core offering is the Four Shifts Program (Get Clear, Be Open, Be Honest, Collaborate) delivered via facilitated in-person and virtual workshops, conference keynotes, the PRINT personality assessment, and the on-demand Shift Shed digital platform containing video, audio, book, and team self-facilitation resources.

Product overview

The Bullshift Company offers a communication and culture transformation program centered on conscious communication through humor. The core offering is The Four Shifts Program, which teaches four behavioral shifts (Get Clear, Be Open, Be Honest, Collaborate) through 12 Principles and 15 Habits. This is delivered via multiple channels: Bullshift TV (25 online video episodes), Bullshift Audio (audiobook and episode audio), Team Shifty (self-facilitated team conversations), PRINT® (personality assessment from The Paul Hertz Group), Facilitated Workshops (in-person), Virtual Workshops (online), and Conference Keynotes. All resources are accessible through The Shift Shed subscription platform ($39 one-off payment), while standalone services include the published book ($29) and InductionMate for new hire onboarding. The program is designed for government agencies, corporations, small businesses, and elite sporting teams across Australia.

Differentiator

Problem solved

Functional benefit

Brands

• PRINT®: A breakthrough model of human motivation and behaviour developed by The Paul Hertz Group. Bullshift is a certified PRINT® administrator offering workshops and debriefs.

Products and services

• Conference Keynotes Customised 60-90 minute entertaining and interactive keynote presentations exploring the Four Shifts and conscious communication principles for conferences and corporate events, delivered in-person or virtually to enterprise and government audiences.
• Facilitated Workshops In-person workshops customised to the client's organisational environment and objectives, covering Introduction to Bullshift, the PRINT personality assessment, The First Shift, and The Four Shifts programs, available in half-day, full-day, or multi-session series formats.
• Virtual Workshops Expertly adapted virtual team communication workshops delivered synchronously by Bullshift facilitators, interactive and engaging online format designed specifically for remote and distributed teams across time zones, available as 2x60 minute webshops or longer formats.
• The Shift Shed Suite of on-demand online resources including Bullshift TV videos, Bullshift Audio, Culture Conversation guides, downloadable resources, the e-book, Team Shifty, and InductionMate, available for a one-off payment of $39 + GST per individual login providing lifetime access with no subscription renewal.
• PRINT Assessment 10-15 minute online personality survey developed by The Paul Hertz Group that identifies core motivators, Anticipated Best Self, Potential Shadow, and triggers across 72 profiles; administered by Bullshift as a certified PRINT provider, with a one-on-one debrief session with certified coach Malcolm Dix and additional team workshops.
• The Bullshift Book Published book by Andrew Horabin covering the 12 Principles and 15 Habits developed over 30+ years of working with organisations, priced at $29 per copy with a BOOK20 discount code available for bulk orders of 20 or more copies.

Quantifiable outcome

• Participants describe Bullshift as the most engaging professional development they have experienced, with testimonials citing 30 years of workplace training without finding a comparable program.
• +2 more outcomes

Named customers29 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Two partnerships are on record, tiered core and minor.

• The Paul Hertz GroupcoreStrategic or Co-development PartnerThe Paul Hertz Group is the developer of the PRINT personality assessment model. Bullshift serves as certified PRINT administrators and coaches across Australia and online, translating PRINT profiles into practical workplace communication applications within the Bullshift framework. The partnership enables Bullshift to offer personality and behavioural motivation assessments as part of its program suite.
• HumaanminorOthersHumaan is the digital agency that designed and maintains the Bullshift website. Credited as the site developer in the footer of bullshift.com.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Conscious Leadership Group: Leadership and culture transformation firm built around conscious-leadership principles. Comparable to Bullshift's conscious-communication positioning and similar focus on culture change inside leadership teams.
• The Humphrey Group: Specialist communication and presentation training firm for leaders, with a strong virtual/hybrid delivery model. Closely comparable to Bullshift's leadership communication and presentation-focused offerings.
• Arbinger Institute: Organisation-development company teaching mindset and culture change through frameworks like 'Outward Mindset.' Directly comparable to Bullshift's Four Shifts program targeting communication, mindset and behaviour shifts in teams.
• Crucial Learning (formerly VitalSmarts): Global corporate training company focused on communication, behaviour change and leadership skills (Crucial Conversations, Crucial Influence). Closely comparable to Bullshift's workplace communication and culture-change training, with a much larger global footprint and similar facilitator-led plus digital delivery model.
• Fierce Conversations: Training and consulting firm built around a single methodology for improving workplace conversations and culture. Direct competitor to Bullshift's conscious-communication framework, serving similar enterprise audiences with workshops and digital content.
• Leadr: Software-plus-training platform for team development and leadership, combining content, coaching and community. Comparable to Bullshift's blended self-serve and facilitated team-development model.
• MindGym: Behaviour-change training company using short, engaging in-person and digital programmes to shift workplace culture and performance. Comparable to Bullshift's short, humour-driven, behaviour-change workshops for large enterprises.

Broad incumbents

• The Ken Blanchard Companies: Long-established leadership and management training company with global enterprise reach. Broad incumbent serving overlapping learning-and-development buyers, competing with Bullshift on leadership and team-effectiveness content.
• FranklinCovey: Large incumbent in leadership, effectiveness and culture training with global enterprise distribution. Broad incumbent that competes with Bullshift for the same leadership-development and culture-change budgets but at much greater scale.

Emerging players

• The 6 Seconds: Non-profit network delivering emotional intelligence and culture-change programs to organisations, including personality assessment (EQ-i). Adjacent comparable offering to Bullshift's PRINT-led behaviour-change workshops but with a different assessment backbone.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/bullshift
• Instagraminstagram.com/bullshiftco

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 The Bullshift Company