What Trimob Australia does

TRIMOB is a Mob-led (First Nations-led) registered Australian charity founded in 2020 by CEO Nat Heath to address the historical underrepresentation of Aboriginal and Torres Strait Islander people in triathlon and endurance sports. The organisation operates from Randwick, NSW, and is registered as a Public Benevolent Institution with ACNC, holds Deductible Gift Recipient endorsement, and is internationally validated by the Charities Aid Foundation. Its core product is the IRONMOB program, a 14+ month endurance training initiative selecting eight First Nations athletes per cohort to complete an IRONMAN triathlon through six national training camps, personalised coaching, mentoring, and fully sponsor-funded AusTriathlon membership with insurance. TRIMOB has scaled from an initial Instagram page to a national AusTriathlon-registered club — one of only two nationally based triathlon clubs covering all Australian states and territories — and its programs have more than doubled the number of First Nations IRONMAN finishers from 12 to over 30 in under two years.

The organisation's product surface extends beyond IRONMOB to include Mob the Marathon (Sydney Marathon training aligned with the World Major Marathon designation), Move the Mob (a 10-week community movement program), Mobathons (community and school-based triathlon events), and the Mob 2 Mob School Program delivering curriculum-aligned physical activity. Underlying technology is non-digital: training methodologies are culturally grounded in the Aboriginal and Torres Strait Islander Framework and delivered through in-person coaching, camps, and community activations rather than a software platform. TRIMOB monetises through three distinct streams: direct-to-consumer merchandise sales via an e-commerce shop (trisuits $399 AUD, running apparel $50-$74 AUD, accessories $20-$45 AUD), donations and event fundraising processed through the Grassrootz platform (including Sydney Marathon charity runners committing a minimum $3,000 AUD each), and program/membership facilitation via AusTriathlon. The customer base comprises individual First Nations participants, a long tail of allied supporters ('Cuzzins of the Mob'), First Nations schools, and corporate partners such as Lululemon, TCS Sydney Marathon, and AusTriathlon who provide funding, brand visibility, and Reconciliation Action Plan support rather than disclosed paying customer contracts.

Name

Trimob Australia

Legal name

TRIMOB

Website

https://trimob.org

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

TRIMOB is a Mob-led Australian charity that increases First Nations participation in triathlon and endurance sports through the IRONMOB IRONMAN program, community movement programs, and school outreach, funded by donations, merchandise sales, and corporate partnerships.

Ownership category

akta.pro rank

Product category

Community Sports and Indigenous Health Programs

NAICS

Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Triathlon & Multisport Events (Triathlon, Duathlon, Aquathlon) (MPAKAIAB)

akta.pro secondary industry

Endurance & Running/Cycling Training (HSADAAAG)

Keywords

• First Nations triathlon
• Indigenous endurance sports
• Community health programs
• Cultural awareness training
• Charitable sports programs

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, Others

Revenue model

1. Merchandise and apparel sales: TRIMOB operates an e-commerce shop selling triathlon apparel including trisuits, cycling bibs, running singlets, hats, and accessories branded with TRIMOB artwork. Items range from $20 (swimming caps) to $399 (trisuits). Sales are direct-to-consumer through the TRIMOB website shop.
2. Donations and fundraising: TRIMOB collects donations and facilitates fundraising through its Grassrootz platform, enabling supporters to donate to the organisation. Charity runner fundraising teams (e.g., Sydney Marathon) raise funds for the organisation.
3. Programs and membership fees: AusTriathlon membership is fully funded for IRONMOB athletes by sponsors, but the organisation also facilitates individual memberships. Programs may involve participant contributions or cost recovery.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Trimob Australia delivers community-based endurance sport programs (swim, bike, run) designed to increase First Nations participation in triathlon and active lifestyles, with IRONMOB as its flagship program. It supplements programs with merchandise sales, charitable donations, sponsorships, and cultural awareness activations to support Mob-led participation in endurance sports.

Product overview

TRIMOB is a Mob-led charitable organization and official AusTriathlon triathlon club offering a suite of programs designed to increase First Nations participation in swimming, cycling, and running. The core offerings include the IRONMOB Program (a 14+ month flagship initiative supporting athletes to complete IRONMAN), Mob the Marathon (Sydney Marathon training), Move the Mob (community movement programs), and Mobathons (community-based triathlon events). TRIMOB also operates an e-commerce shop selling branded merchandise including triathlon suits, cycling bibs, running apparel, and accessories featuring Indigenous artwork. The organization positions itself as both a program provider and community hub for First Nations health and wellbeing through endurance sports.

Differentiator

Problem solved

Functional benefit

Products and services

• IRONMOB

Quantifiable outcome

• Over 30 First Nations IRONMAN finishers — doubled from 12 in under 2 years
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered core and minor.

• AusTriathloncoreStrategic or Co-development PartnerAusTriathlon is the national governing body for triathlon in Australia. TRIMOB is registered as an official AusTriathlon club with national coverage. AusTriathlon provides fully funded membership for IRONMOB athletes, including comprehensive insurance for training, competition, and travel. TRIMOB supported AusTriathlon in developing their Reconciliation Action Plan.
• LululemoncoreGTM or Marketing PartnerLululemon is a partner supporting TRIMOB. The partnership contributes to powering the Mob through swim, bike, run by providing brand support and visibility.
• TCS Sydney MarathoncoreGTM or Marketing PartnerTCS Sydney Marathon is a World Major Marathon partner with TRIMOB. The Mob the Marathon program supports First Nations runners to participate in the Sydney Marathon, which has been designated a World Major Marathon event. TRIMOB supported the development of Sydney Marathon's First Nations Strategy.
• Lambourne PartnersminorOthersLambourne Partners provides chartered accountancy and financial advisory services to TRIMOB. A representative from Lambourne Partners serves on the Finance, Risk & Audit Committee.
• WYN RepubliccoreGTM or Marketing PartnerWYN Republic is an IRONMOB program partner providing triathlon apparel including trisuits and cycling bibs. TRIMOB X WYN REPUBLIC co-branded products are sold through the TRIMOB shop. The partnership includes design collaboration and product supply.
• Budgy SmugglerminorGTM or Marketing PartnerBudgy Smuggler is an IRONMOB program partner supplying swimwear. TRIMOB branded Budgy's (swimmers) are sold through the TRIMOB shop.
• LuceominorGTM or Marketing PartnerLuceo is an IRONMOB program partner supplying cycling and triathlon apparel including Luceo Hex racer jerseys sold through the TRIMOB shop.
• FRACTELminorGTM or Marketing PartnerFRACTEL is an IRONMOB program partner supplying performance headwear. FRACTEL hats with TRIMOB artwork are sold through the shop, including the FRACTEL M-Series 'Up The Mob' Edition Cap made from 100% recycled yarns.
• 2XUminorGTM or Marketing Partner2XU is an IRONMOB program partner supplying compression and performance apparel.
• NerdBeltminorGTM or Marketing PartnerNerdBelt is an IRONMOB program partner supplying triathlon race belts.
• PillarminorGTM or Marketing PartnerPillar is an IRONMOB program partner supplying performance products.
• GT LandscapeminorGTM or Marketing PartnerGT Landscape is a partner supporting TRIMOB.
• MK StudyminorOthersMK Study is listed as a partner supporting TRIMOB.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Marathon Kids: Marathon Kids is a US-based nonprofit that gets kids running through free school- and community-based programs. Overlaps with TRIMOB's Move the Mob and Mob 2 Mob School Program in its school-based, community-delivered endurance model; differs in target population (general youth vs. First Nations) and geography.
• Achilles International: Achilles International enables people with disabilities to participate in mainstream endurance events through volunteer guides and training programs. Comparable to TRIMOB in its community-led endurance charity model, structured training cohorts, and corporate partnerships that fund athletes otherwise excluded from mass-participation events.
• Girls on the Run International: Girls on the Run is a US-based nonprofit that inspires girls to develop life skills through a curriculum combining running and life lessons. The model mirrors TRIMOB's structured cohort-based endurance + wellbeing programs for an under-represented cohort, although culturally and geographically distinct.
• Indigenous Marathon Foundation: The Indigenous Marathon Foundation (IMF) is an Aboriginal-led Australian charity that selects Indigenous runners to complete a marathon, pairing health and education outcomes with cultural community. Highly comparable to TRIMOB: similar Mob-led charitable model, endurance-completion focus, national coverage, and corporate partnerships in the same Australian Indigenous sport-for-change category.
• Deadly Runners: Deadly Runners is an Aboriginal community-led running initiative founded in Brisbane that grew into a nationwide network of culturally safe, free-to-join running groups for First Nations people. It mirrors TRIMOB's community-led, culturally grounded approach to driving First Nations participation in endurance sport, even though its modality is running rather than triathlon.

Broad incumbents

• Clontarf Foundation: The Clontarf Foundation runs sport-based engagement programs in schools to improve education, employment, and life outcomes for Aboriginal and Torres Strait Islander young men. It shares TRIMOB's Mob-led, sport-as-catalyst thesis and Australia-wide footprint, but operates at much larger scale across multiple sports and a broader youth-development remit.
• Stars Foundation: The Stars Foundation delivers in-school and out-of-school support programs for Aboriginal and Torres Strait Islander young people, with sport, art and cultural connection as engagement levers. Operates nationally with school-based delivery much like TRIMOB's Mob 2 Mob School Program, but with a broader mentoring remit beyond endurance sport.
• YMCA Australia: YMCA Australia is a large, established community health and wellbeing organisation offering memberships, fitness, and youth programs nationally. Shares TRIMOB's mission of using movement to improve community health outcomes, but operates as a much broader incumbent across general community fitness and recreation rather than First Nations-focused endurance sports.

Regional players

• The Running Charity: The Running Charity uses running to support young people affected by homelessness and unemployment in the UK. Closely parallels TRIMOB's social-impact-via-endurance-sport approach, structured training cohorts, and charity-runner fundraising model, but operates in a different geography and with a different beneficiary cohort.

Others

• Indigenous Sport Australia (Australian Sports Commission - Indigenous Sport programs): The Australian Sports Commission operates Indigenous-targeted sport participation and high-performance programs that drive First Nations representation in Australian sport. It is an adjacent enabler and policy funder rather than a direct competitor, but informs the same Indigenous-sport-participation category TRIMOB operates in.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/Tri_Mob
• LinkedInlinkedin.com/company/trimob-australia

Compliance3 records

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 Trimob Australia