Trail Towns Productions Pty Ltd

What Trail Towns Productions Pty Ltd does

Trail Towns Productions Pty Ltd is an Australian proprietary limited company founded in 2018 and headquartered at 4/134 Cambridge Street, Collingwood, Victoria. It operates a niche media-and-merchandise business built around Australia's first dedicated cycle tourism television series, hosted by cycling personalities Dieter Kahsnitz and Paul van der Ploeg. The company's purpose is to aggregate and curate information about trail towns — specifically where to ride, stay, eat, and play — for families, couples, and friends planning bicycle holidays in regional areas of Australia and New Zealand.

The product portfolio is anchored by the Trail Towns television series, which has produced 19 episodes across three seasons (Season 1 in 2021, Season 2 in 2022, Season 3 in 2023), each season covering 6–7 episodes of trail towns and rail-trail destinations. The series is distributed free on SBS On Demand, Australia's public broadcaster streaming platform. Adjacent products include the Trail Towns blog (field notes from hosts), the Trail Towns Radio podcast distributed through SEN, and a direct-to-consumer Shopify merchandise store stocking Cuore co-branded cycling apparel (shorts A$150, tops A$140) and Trail Towns branded socks and t-shirts (A$30). The technology stack is conventional web content (Squarespace website) plus a Shopify storefront; there is no proprietary software platform, mobile app, or API layer disclosed.

The business model combines three monetization streams: sponsorship and brand-partnership revenue from a multi-brand roster (Giant, Thule, Shimano, Quadlock, Nissan Australia, Tempur, 100% Pure New Zealand) providing product placement and episode-level sponsor credits; direct-to-consumer merchandise sales (one-time purchases, no subscription); and podcast/audio advertising via SEN. Content distribution to consumers is free. Go-to-market is content-led: TV episodes on SBS On Demand and the website drive top-of-funnel audience, the email newsletter and blog drive mid-funnel engagement, and the Shopify store captures B2C merchandise revenue. Customer segments are persona-based and consumer-facing — cycling enthusiasts, active travellers and families, with regional tourism bodies as a secondary B2B segment. The company is founder-operated with no disclosed external institutional funding.

Name

Trail Towns Productions Pty Ltd

Legal name

Trail Towns Productions Pty Ltd

Website

https://trailtowns.tv

Company type

Private

Founded year

2018

Operating status

Operating

Short description

Trail Towns Productions produces Australia's first dedicated cycle tourism television series and companion podcast, distributed free on SBS On Demand and SEN. Founded in 2018 in Collingwood, it monetizes via multi-brand sponsorships and DTC cycling apparel via Shopify.

Ownership category

akta.pro rank

Product category

Cycle Tourism Media

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Bike Apparel, Helmets & Protective Gear Retail (CRAMAHAC)

akta.pro secondary industry

Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH)

Keywords

• Cycle tourism media
• Cycling television series
• Outdoor lifestyle content
• Bicycle tourism shows
• Cycling merchandise apparel

Headquarters

HQ city

Collingwood

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. TV Broadcasting Rights & Content Licensing: The company produces television content distributed through SBS On Demand streaming platform. This serves as the primary brand awareness driver.
2. Merchandise Sales: Direct-to-consumer e-commerce sales of branded cycling merchandise including apparel from Cuore brand. Products sold include socks (A$30), t-shirts (A$30), cycling shorts (A$150), and cycling tops (A$140).
3. Sponsorship & Brand Partnerships: Partnerships with cycling and outdoor brands (Giant, Thule, Shimano, Quadlock, Nissan, Tempur) who sponsor episodes and receive product placement and marketing exposure.
4. Podcast & Content: Trail Towns Radio podcast distributed through SEN (Surface and Entertainment Network), extending content reach and brand engagement.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Trail Towns Productions produces and licenses a cycle tourism television series (3 seasons, 19 episodes) covering more than 250 trail towns across Australia and New Zealand, distributed for free streaming on SBS On Demand. The company also sells branded cycling merchandise (Cuore apparel, Trail Towns socks and t-shirts, A$30–A$150) directly to consumers through a Shopify online store, and distributes a companion podcast (Trail Towns Radio) via SEN.

Product overview

Trail Towns Productions Pty Ltd operates a multi-platform cycle tourism media business anchored by its flagship television series—Australia's first dedicated cycle tourism TV show—spanning 3 seasons and 19 episodes across Australia and New Zealand. The company complements its core video content with a blog (Trail Towns Blog featuring field notes), a merchandise store (selling Cuore-branded cycling apparel and Trail Towns merchandise), and a podcast (Trail Towns Radio via SEN). The television series, blog, and podcast are integrated under a unified brand identity centered on the 'ride. stay. eat. play.' value proposition for cycle tourists.

Differentiator

Problem solved

Functional benefit

Products and services

• Trail Towns Television Series Australia's first cycle tourism television series featuring hosts Dieter Kahsnitz and Paul van der Ploeg, showcasing where to ride, stay, eat, and play in trail towns across Australia and New Zealand. Distributed free on SBS On Demand across 3 seasons and 19 episodes.
• Trail Towns Blog Companion blog to the Trail Towns television series, publishing field notes, behind-the-scenes content, and travel insights from trail town explorations across Australia and New Zealand.
• Trail Towns Merchandise Store Direct-to-consumer online merchandise store selling branded cycling apparel including Cuore socks, Trail Towns t-shirts, and Cuore cycling shorts and tops, priced A$30 to A$150 in Australian Dollars.
• Trail Towns Radio Podcast Companion podcast to the Trail Towns television series, distributed through SEN (Sports Entertainment Network), providing additional cycling tourism content and discussions.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• SBS (Special Broadcasting Service)coreGTM or Marketing PartnerPrimary broadcast partner for Trail Towns television series. All three seasons stream on SBS On Demand platform. Season 3 designated as 'now streaming on SBS'. Provides national broadcast reach to Australian viewers.
• Giant BicyclesminorGTM or Marketing PartnerSeason 3 sponsor. Featured on show credits and partner listings. Provides product placement and promotional support for cycling content.
• ThuleminorGTM or Marketing PartnerSeason 3 sponsor. Outdoor gear brand featured as sponsor. Product placement in cycling and adventure content.
• ShimanominorGTM or Marketing PartnerSeason 3 sponsor. Major cycling component manufacturer. Logo placement and sponsorship recognition in episode credits.
• Quad LockminorGTM or Marketing PartnerSeason 3 sponsor. Phone mounting and accessory brand for cyclists. Brand featured in sponsor credits.
• Nissan AustraliaminorGTM or Marketing PartnerSeason 3 sponsor. Vehicle sponsor providing support for production. Featured in episode sponsor credits.
• TempurminorGTM or Marketing PartnerSeason 3 sponsor. Mattress and sleep products brand. Logo placement in sponsor section.
• 100% Pure New ZealandminorGTM or Marketing PartnerSeason 2 sponsor and tourism partner. Featured in New Zealand season as official tourism marketing partner.
• SEN (Surface Entertainment Network)minorGTM or Marketing PartnerPodcast distribution partner for Trail Towns Radio. Audio content distribution through SEN platform.
• CuoreminorGTM or Marketing PartnerMerchandise supplier of premium cycling apparel sold through Trail Towns store. Co-branded products including cycling shorts, tops, and apparel.

Scale indicators3 records

Expansion highlights5 records

Others

• AusCycling: AusCycling is the national governing body for cycling in Australia, producing race coverage, development programs, and promotional content. It is comparable to Trail Towns as an organisation promoting cycling participation and culture in Australia, but operates as a federation rather than commercial media business.
• Rapha: Rapha is a premium global cycling apparel and accessories brand with strong content, club, and travel programming. It is comparable to Trail Towns in combining premium cycling apparel merchandising with destination content, though Rapha's apparel business is its primary commercial engine rather than a by-product of media.
• Strava: Strava is the dominant social fitness tracking platform for cyclists and runners globally. It is adjacent to Trail Towns as an enabling platform for cycle tourism (route discovery, segment exploration), and shares the same enthusiast cycling audience, though it operates as a software/app business rather than media.

Direct peers

• BikeRadar: BikeRadar is a global cycling review and news publication covering road, MTB, gravel, and e-bikes with deep technical content. It is comparable to Trail Towns as a category-dedicated cycling media brand, but skews towards product reviews and buying guides rather than travel/tourism storytelling.
• Singletrack: Singletrack is a UK-based mountain biking magazine and digital publisher producing reviews, features, and destination content. It is comparable to Trail Towns in producing enthusiast MTB destination content and operating a multi-channel (print/digital/podcast) cycling media brand, though with a UK rather than Australasian geographic focus.
• Global Cycling Network (GCN): GCN is the world's largest dedicated cycling media brand producing video, podcast, and editorial content across road, MTB, gravel, and e-bike categories. It is the most direct competitor to Trail Towns as a multi-format cycling content company targeting enthusiast audiences, though at significantly larger global scale.
• Pinkbike: Pinkbike is the leading mountain biking news, video, and community platform globally, producing reviews, race coverage, and feature content. It overlaps directly with Trail Towns' MTB-focused content and community-building model, though Pinkbike is a global digital-first publisher rather than broadcast-led.
• Cyclingnews: Cyclingnews is a long-established global cycling news and features publisher covering pro racing, gear, and destinations. Like Trail Towns it serves cycling enthusiasts with multi-format content including destination and travel pieces, though its scale and breadth are substantially larger.

Broad incumbents

• SBS (Special Broadcasting Service): SBS is Australia's multicultural public broadcaster and the exclusive streaming home of Trail Towns. While not a competitor, SBS is comparable as the broader incumbent broadcaster commissioning and distributing Australian content including travel and lifestyle programming that competes for the same audience attention.

Emerging players

• Komoot: Komoot is a route-planning and discovery app specifically for cycling and hiking, with strong penetration across Europe and growing in Australia/NZ. It is comparable to Trail Towns in addressing 'where to ride' for cycling tourists, but solves it through interactive route planning rather than video storytelling.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Trail Towns Productions Pty Ltd