What drakes pride does

Drakes Pride, operating through Drakes Pride Australia A.C.N. 131 082 329 (a subsidiary of Ambak Australia Pty Limited), is a privately held Australian manufacturer and retailer of lawn bowls equipment with operational roots dating to 1820. The company produces precision-engineered lawn bowls under three proprietary profiles: the Conquest mid-range all-rounder, the Adrenaline narrowest profile suited to greens running 13+ seconds, and the LS-125 mid-to-full biased bowl co-developed with multiple World Champion Leif Selby. Complementing the bowl line is the Renegade performance footwear featuring proprietary GroundTech sole design and EnergiCore midsole cushioning, the Atlas slip-on shoe, the Kelsey Cottrell Collection performance apparel and accessories sub-brand (developed with Australian champion Kelsey Cottrell), bags, club products (jacks, rink equipment, umpire/scoring equipment), and indoor carpet bowls accessories. The catalog spans 500+ SKUs across 11 product categories, all backed by validation from Team Drakes Pride's five elite sponsored bowlers.

The business model is product sales via direct-to-consumer e-commerce through drakespride.com.au with worldwide shipping, supplemented by B2B distribution through a regional dealer network and direct club pricing programs. Pricing is one-time per unit, with bowls at $599–$799 AUD, Renegade shoes at $139 AUD, and club products ranging from $33–$278 AUD. Revenue is generated entirely through merchandise sales with no subscription, licensing, or service-stream component. Marketing is multi-channel — owned social media (Facebook, Instagram, YouTube, X/Twitter), email newsletter, sponsored athlete endorsements, and integration with the Bowls Wizard online selection tool — funneling traffic toward the primary storefront. The company carries a Bowls Australia endorsement (tone-on-tone logos on KCC products) signaling institutional recognition within the sport.

Name

drakes pride

Legal name

Drakes Pride Australia A.C.N. 131 082 329

Website

https://drakespride.com.au

Company type

Private

Founded year

1820

Operating status

Operating

Ownership category

akta.pro rank

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: One-time purchase model for lawn bowls, footwear, clothing, accessories, club equipment, and indoor/carousel bowls. Individual bowls sold from $599-$799, shoes from $139, clothing various price points, club equipment from $33-$278.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Drakes Pride manufactures and sells precision-engineered lawn bowls (Conquest, Adrenaline, LS-125 profiles), proprietary bowling footwear (Renegade and Atlas models), the Kelsey Cottrell Collection of performance apparel and accessories, bowling bags, club equipment (jacks, footmats, scoring and umpire equipment), and indoor carpet bowls products. The company sells direct-to-consumer through its e-commerce site and to bowling clubs through dealer and bulk-direct channels worldwide.

Product overview

Drakes Pride is an Australian lawn bowls and accessories company offering a comprehensive portfolio centered on precision-engineered lawn bowls. The core product line comprises three bowl models (Conquest, Adrenaline, LS-125) differentiated by bias and playing style, complemented by proprietary footwear (Renegade, Atlas shoes) featuring specialized sole technology, and the Kelsey Cottrell Collection sub-brand of performance clothing and accessories designed with Australian champion Kelsey Cottrell. The company also supplies a wide range of accessories including bowls bags, club products, indoor carpet bowls equipment, and general bowling accessories. Products are sold direct-to-consumer through their e-commerce platform and are backed by testing from Australia's top bowlers.

Differentiator

Problem solved

Functional benefit

Brands

• Kelsey Cottrell Collection: A premium branded collection of lawn bowls apparel and accessories designed in collaboration with Australian champion Kelsey Cottrell.

Products and services

• Lawn Bowls (Conquest, Adrenaline, LS-125)

Quantifiable outcome

• Precision engineering to micron tolerance ensures consistent bowl performance across all green types and conditions.
• +1 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Leif SelbycoreStrategic or Co-development PartnerMultiple World Champion Leif Selby collaborated with Drakes Pride to design the LS-125 bowl. This mid-to-full biased bowl was developed alongside the champion to deliver a powerhouse of control and confidence, optimized for traditional players demanding predictable draw and responsive finish.
• Kelsey CottrellcoreStrategic or Co-development PartnerAustralian lawn bowls champion Kelsey Cottrell serves as brand ambassador and product collaborator. The exclusive Kelsey Cottrell Collection includes apparel (leggings, polos, vests, jackets, track pants), accessories (towels), bags (trolley bags, carry bags), and headwear. She tests all products for optimal performance, comfort, and playability.
• Bowls AustraliaminorGTM or Marketing PartnerBowls Australia endorsed brand relationship. Tone-on-tone Bowls Australia logo appears on KCC Collection products, indicating official recognition and endorsement of Drakes Pride products.

Scale indicators3 records

Expansion highlights6 records

Regional players

• Greenmaster: Australian-based supplier of bowls and accessories with regional brand presence. Comparable in product mix and Australian customer base, though primarily operates at the value tier rather than Drakes Pride's premium positioning.

Broad incumbents

• Bowls Australia: National governing body for lawn bowls in Australia. Comparable to Drakes Pride through its central role in the sport's ecosystem and its existing endorsement relationship with the company.
• Bowls International: UK-based media and retail platform serving the global lawn bowls community. Comparable to Drakes Pride as a destination for bowls-related products and content, though with a media-led business model rather than manufacturing focus.
• ASICS (Bowling Line): Global athletic footwear brand that retails a dedicated bowling shoe line (GEL-RINK SCORCHER) distributed alongside Drakes Pride products. Comparable as a footwear competitor and adjacent retail partner within the bowls category.

Direct peers

• Aero Bowls: Specialist lawn bowls manufacturer with engineered bias profiles and a worldwide distribution footprint. Comparable in technology and target market to Drakes Pride's Conquest, Adrenaline, and LS-125 lines.
• Henselite: Australian lawn bowls manufacturer and major competitor to Drakes Pride in the domestic market. Sells engineered bowls, bags, and accessories with a similar go-to-market model of athlete endorsements and direct-to-consumer sales.
• Almark: Australian maker of lawn bowls and accessories with a comparable product range and premium positioning. Competes head-to-head with Drakes Pride across bowls, bags, and club equipment.
• Taylor Bowls: One of the most iconic UK-based lawn bowls manufacturers with a global reputation for premium engineered bowls. Directly comparable to Drakes Pride as a long-established specialist selling bowls, footwear, and accessories through international channels.
• Thomas Taylor Bowls: UK-based heritage bowls manufacturer with similar century-plus brand history. Closely comparable to Drakes Pride in product positioning, target customer, and emphasis on bias engineering.
• Viking Lawn Bowls: Manufacturer of lawn bowls and indoor bowls with broad international distribution. Overlaps with Drakes Pride across core bowl SKUs and indoor carpet bowls accessories.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@DrakesprideAus
• Facebookfacebook.com/dpaustralia
• Instagraminstagram.com/drakespridebowls/?hl=en

Revenue estimate

Valuation estimate

Number of profiles

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 drakes pride