What badges and medals does

Badges and Medals (legal name: Badges & Medals) is a privately held custom award designer and manufacturer founded in 2007 and headquartered in Sydney, Australia under ABN 80 662 795 682. The company designs and produces custom medals, challenge coins, government insignia, lapel pins, and school badge wear through a 3-step Create-Make-Celebrate methodology. It serves enterprise sporting bodies and mass participation events (Football Victoria, Melbourne Marathon, Netball NSW, Surf Life Saving SA, Basketball NZ), government agencies (Australian Institute of Local Government Rangers), and educational institutions, with production carried out under BSCI and SEDEX ethical manufacturing certifications.

The business operates a sales-led go-to-market model with dedicated account managers providing free design concepts through a specialised in-house design studio. Manufacturing leverages advanced production technology combined with sustainable and ethical materials, including half of medals and coins made from recycled metal. A core partnership with Plastic Bank, established in January 2022, prevents approximately 40g of plastic waste per medal from reaching oceans and has removed 1,818,325 plastic bottles as of November 2024. Product customisation extends to novelty features such as glow-in-the-dark elements and fidget spinner mechanisms.

The company monetises through one-time project-based orders with quote-based pricing and no upfront payments required to begin. It maintains direct sales offices across four countries — Australia (Sydney HQ), New Zealand (Auckland), United States (Madison Heights, MI), and United Kingdom (Cheltenham) — supported by a 5,000+ subscriber newsletter, customer success stories, and Instagram content. The firm is privately held with no disclosed external investment, no public revenue figures, and 11-50 employees.

Name

badges and medals

Legal name

Badges & Medals

Website

https://badgesandmedals.co.nz

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Badges and Medals is a privately held Australian custom award manufacturer founded in 2007, designing and producing custom medals, challenge coins, government insignia, and lapel pins under BSCI and SEDEX ethical manufacturing certifications for enterprise sporting bodies, mass participation events, government agencies, and educational institutions across Australia, New Zealand, the United States, and the United Kingdom.

Ownership category

akta.pro rank

Product category

Custom Medals and Insignia Manufacturing

NAICS

Jewelry and Silverware Manufacturing (33991)

SIC

Costume Jewelry & Novelties (3960)

akta.pro primary industry

Party Favors, Gifts & Custom Merchandise (HSACACAM)

Keywords

• Custom medal manufacturing
• Challenge coin design
• Government insignia production
• Lapel pin manufacturer
• School badge wear

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Custom Medal Manufacturing: Design and manufacture of custom medals for events, sporting bodies, and organizations. Products made to order with no upfront payments required to start. Includes free design concepts and dedicated account management.
2. Challenge Coins: Custom challenge coin design and manufacturing services.
3. Government Insignia: Custom government insignia and badges for government agencies.
4. Lapel Pins and School Badge Wear: Custom lapel pins and school badge wear products.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Badges and Medals designs and manufactures custom medals, challenge coins, lapel pins, school badges and government insignia for organisations such as sporting bodies, mass participation event organisers, schools and government agencies. Orders are delivered through a 3-step CREATE-MAKE-CELEBRATE process that includes free 2D design concepts, dedicated account management and ethically certified (BSCI and SEDEX) production, with no upfront payment required to start.

Product overview

Badges And Medals is a custom award designer specializing in sustainable, ethically manufactured medals, challenge coins, and insignia. The company operates as a single unified manufacturing and design service rather than a software platform. Its core product portfolio consists of Custom Medals, Challenge Coins, Government Insignia, Lapel Pins, School Badge Wear, and Event Medals—all custom-designed to client specifications using a 3-step methodology: Create (design studio), Make (ethical manufacturing), and Celebrate (delivery). The company holds BSCI and SEDEX certifications and partners with Plastic Bank for sustainability, preventing ocean plastic waste.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Medals Bespoke medals designed and manufactured to represent the achievements of event participants, available in custom finishes including antique silver and special features such as glow-in-the-dark and fidget spinner designs. Sold to event organisers, sporting bodies, schools and clubs.
• Challenge Coins Custom challenge coins designed and manufactured for organisations including military, government and corporate clients, featuring personalised designs and branding options.
• Government Insignia Official insignia and badges designed for government agencies and related organisations, including ceremonial and commemorative pieces such as anniversary pins.
• Lapel Pins Custom lapel pins and badge wear designed for organisations, events and promotional purposes, including commemorative and recognition pins.
• School Badge Wear Custom badges and award wear designed for educational institutions including schools and school-affiliated sporting organisations.

Quantifiable outcome

• Medal reveal video received over 56,200 views on Instagram for Melbourne Marathon
• +3 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Plastic BankcoreStrategic or Co-development Partner · 1 January 2022Partnership to prevent ocean plastic waste. For every medal ordered, Badges And Medals pays Plastic Bank to stop approximately 40g of plastic waste (equivalent to two 500ml plastic bottles) from reaching oceans. Plastic Bank collects plastic from vulnerable communities, turning it into feedstock for new products. The partnership empowers collectors with income and benefits. As of November 2024, the partnership has removed 1,818,325 plastic bottles and empowered 277 people in 59 communities.

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Crown Awards: Large US-based custom award, medal, and trophy manufacturer with deep sporting and corporate customer base. Closest large-scale direct competitor to Badges And Medals' custom-medal and recognition offering, though predominantly US-focused and not ethically certified.
• Signature Medals: US-based custom medal manufacturer specializing in bespoke designs for sporting bodies, marathons, and corporate clients. Directly comparable to Badges And Medals on custom-medal product, end markets, and on-demand production model.
• Challenge Coin Nation: US custom challenge coin manufacturer serving military, government, and corporate buyers with bespoke coin designs. Direct peer on the challenge-coin line of Badges And Medals' product set, especially relevant to its government-insignia and military-adjacent customers.
• Awards.com: US retailer and manufacturer of trophies, medals, plaques, and recognition awards for schools, sports, and corporate buyers. Overlaps with Badges And Medals across both custom-medal and broader recognition-product categories, though distributed more via e-commerce than field-sales.

Regional players

• Recognition Express: Australia and New Zealand-based name badge, trophy, and recognition product specialist. Comparable operating geography and customer mix to Badges And Medals' AU/NZ stronghold, providing the closest regional competitive overlap.
• Etchey: UK-based custom pin, coin, and badge maker serving brands, events, and merchandise buyers. Comparable product set (lapel pins, enamel pins, coins) and serves some of the same UK event customers Badges And Medals targets from its Cheltenham office.

Broad incumbents

• PCNA (Polyconcept North America): North American umbrella company owning multiple promotional-products and award brands (Bullet, Leeds, etc.). A larger incumbent in the broader awards/promotional-products space, indirectly competing with Badges And Medals through its portfolio of custom medal and recognition offerings.
• Minted: US-based online marketplace for custom stationery, gifts, and personalized home décor. Adjacent comparator on custom merchandise and on-demand fulfillment, though focused on paper-based and lifestyle goods rather than metal medals.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/badges-and-medals
• Facebookfacebook.com/badgesandmedals

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 badges and medals