Bush Fit Mob

What Bush Fit Mob does

Bush Fit Mob is a privately held, community-based organization delivering sports, wellbeing, cultural and recreational programs to Warnindilyakwa youth and families across three Indigenous communities (Angurugu, Umbakumba and Milyakburra) on Groote Eylandt in the Northern Territory of Australia. The organization was established circa 2017 and operates as a funded initiative of the Anindilyakwa Land Council, with secondary funding from Anglicare NT for nutrition programming. Its program suite is organised into four interconnected pillars — Sports (Inter-School Sports, Deadly Fun Run Series, Sports Mindset Challenge, Men's Pathways), Nutrition (cooking classes, healthy meals, nutrition education), Well-Being (DRUMBEAT, Yoga, SASI attendance incentives, School Holiday Program) and Culture (On-Country excursions, traditional skills, Indigenous festivals). The underlying delivery model is in-person and community-embedded: programs are run inside community schools, at after-school venues including Alyangula, and across school-holiday periods, supported by a staff team of roughly twelve including Director Nick Kenny, General Manager Marcelle Kenny, Program Manager Atnas Maeko and Operations Manager Vanessa McInnis.

The organization generates no commercial revenue. Its revenue model is grant and land-council funded (professional-services style grant delivery to community outcomes), with programs provided free of charge to participants. There is no disclosed pricing, no commercial customer, and no sales motion — go-to-market is relationship-based through schools, the Anindilyakwa Land Council, and community events. Service reach covers the entire ~1,500-person population of the three Groote Eylandt communities and outstations, and the strategic value proposition is increasing school attendance, providing positive sporting pathways, supporting cultural preservation and addressing limited recreational opportunity in remote Indigenous communities. Technology footprint is minimal — a WordPress website, Facebook page and email newsletter — with no API, app, or AI/ML capabilities evidenced; the core "technology" is the culturally appropriate, locally delivered program methodology itself rather than any software platform.

Strategically, Bush Fit Mob has built an ecosystem of supporting partners that layer external expertise onto community-led delivery, including the Indigenous Marathon Foundation, Athletics Australia, Basketball NT, Football Federation NT, NRL/NRLNT, Arnhem School Sports, Charles Darwin University, Anglicare NT and Indigenous Hip Hop Projects. These partnerships are inbound-to-Bush Fit Mob or mutual, reinforcing rather than diluting the organization's role as the central community delivery vehicle. The leadership team combines elite-sport credibility (Nick Kenny's NRL career with the Brisbane Broncos and physiotherapy background), operational depth (Marcelle Kenny's prior Anindilyakwa Land Council role) and deep remote-NT youth-sport experience (Atnas Maeko and Vanessa McInnis's prior Gapuwiyak Community tenures), giving the organization both cultural authority and program-management capability that is hard to displace.

Name

Bush Fit Mob

Legal name

Bush Fit Mob

Website

https://bushfitmob.com.au

Company type

Private

Founded year

2017

Operating status

Operating

Short description

Bush Fit Mob is a Groote Eylandt-based, Anindilyakwa Land Council–funded initiative delivering sport, nutrition, wellbeing and cultural programs to Indigenous youth and families across the Angurugu, Umbakumba and Milyakburra communities in the Northern Territory.

Ownership category

akta.pro rank

Product category

Community Youth Development Services

NAICS

Sports and Recreation Instruction (61162)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Multi-Activity Enrichment Camps (Academic + Arts + Sports) (EDAMALAA)

akta.pro secondary industries

Outdoor Fitness & Park Bootcamps (HSADABAC), Life Skills & SEL Camps (Confidence, Executive Function, Social Skills) (EDAMALAO)

Keywords

• Community youth programs
• Indigenous health services
• Sports development
• Cultural programs
• Remote community services

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Government and Land Council Funding: Primary funding from Anindilyakwa Land Council and potentially other government sources for community youth programs

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Bush Fit Mob delivers free, in-person sports, nutrition, well-being, and cultural programs to Indigenous youth and families on Groote Eylandt in Australia's Northern Territory. Core services include organized sports activities (Inter-School Sports, Deadly Fun Run Series, Men's Pathways), a nutrition program with cooking classes, mental/emotional well-being supports (DRUMBEAT, yoga, SASI attendance incentives), and on-country cultural excursions and festivals participation.

Product overview

Bush Fit Mob is a community-focused organization offering an integrated suite of sports, nutrition, well-being, and cultural programs for youth and communities in Groote Eylandt, Northern Territory. The organization operates across four interconnected program areas: Sports Programs (delivering organized sports activities, Deadly Fun Run Series, Inter-School Sports, and Men's Pathways Programs); Nutrition Programs (providing healthy food options, cooking classes, and nutrition education funded by Anglicare NT); Well-Being Programs (offering yoga, DRUMBEAT therapy, SASI attendance incentives, and mental health support); and Culture Programs (facilitating on-country excursions, traditional skills development, and participation in Indigenous festivals). The programs are designed to work together to increase school attendance, promote healthy lifestyles, and empower young people through culturally appropriate activities.

Differentiator

Problem solved

Functional benefit

Products and services

• Sports Programs Core sports program suite for Groote Eylandt children, youth, and young people that uses sport as a tool to improve health, increase school attendance, and create positive sporting pathways. Activities include inter-school sports, organized competitions, and skills development.
• Nutrition Program Nutrition education and healthy food access program delivered across Angurugu, Umbakumba, and Milyakburra communities and outstations, including cooking classes, meal plans, grocery lists, cookbook projects, and healthy snacks during activities. Funded by Anglicare NT.
• Well-Being Program Mental, emotional, social, and physical health support program for Warnindilyakwa youth and communities, offering yoga, gym sessions, dance, beauty workshops, on-country activities, and school engagement incentive programs.
• Culture Program Cultural program supporting Warnindilyakwa people through on-country excursions, cross-cultural opportunities, Indigenous festivals, and traditional skills including hunting, fishing, weaving, and painting.
• DRUMBEAT Program Music therapy program using rhythm-based drumming activities to discuss issues with youth in a fun and informal way while teaching new skills and creative outlets.
• School Holiday Program Holiday program providing safe, engaging activities for school-aged children including sporting competitions, cultural excursions, cooking, swimming, art, and music activities across Angurugu, Umbakumba, and Milyakburra.
• Deadly Fun Run Series Indigenous Marathon Foundation initiative delivering Colour Fun Runs across Groote Eylandt communities to introduce running and walking in a fun, non-intimidating environment, with youth representatives participating in IMF Deadly Fun Run Championships at Uluru.
• Yoga Program Yoga and wellbeing classes integrating yoga with body psychotherapy, dance, and art, tailored to each group with language, culture, and country, providing relaxation techniques and trauma expression platforms.
• SASI Program (School Attendance Strategy and Incentive) School Attendance Strategy and Incentive Program that rewards youth excelling in school with opportunities such as trips, promoting positive social engagement and school attendance.
• On Country Program Cultural excursion program featuring swimming, fishing, hunting, and collecting bush tucker as part of after-school and holiday programs, building connection to country and traditional skills.
• Men's Pathways Program Youth and Men's Engagement Initiative offering gym and fitness sessions with emphasis on basketball, including weight training, cardiovascular workouts, plyometric drills, and health discussions.
• Festivals Program Participation in cultural festivals including Barunga Festival and community cultural events, connecting youth with Indigenous teams and cultural activities across the NT.

Quantifiable outcome

• Increased school attendance through sports engagement
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and supporting.

• Anglicare NTcoreStrategic or Co-development Partner · 1 January 2024Nutrition program is funded by Anglicare NT and operates across three communities and outstations on Groote Eylandt. Anglicare NT is a key funding partner for the nutrition education and healthy food access initiatives.
• Indigenous Marathon Foundation (IMF)coreStrategic or Co-development Partner · 1 June 2018Bush Fit Mob partnered with IMF to facilitate Colour Fun Runs in Umbakumba, Angurugu and Milyakburra as part of the Deadly Fun Run Series (DFRS). Youth representatives have participated in the IMF Deadly Fun Run Championships at Uluru.
• Football Federation NTsupportingTechnology or IntegrationPeak sporting body for Futsal in the NT visited all Groote community schools in Term 1 2018 to introduce the sport. Bush Fit Mob plans continued relationship with the organization for futsal activities.
• NRL/NRLNTsupportingTechnology or IntegrationNRL Vocational Education Training (VET) Pathways Program team visited all three community schools to engage youth in discussions regarding vocational education opportunities and importance of being job ready.
• Athletics AustraliasupportingTechnology or IntegrationAthletics Australia development team assisted Bush Fit Mob in running athletics programs. Local staff were assisted to attain Level 1 Coaching accreditation.
• Arnhem School SportscoreStrategic or Co-development PartnerBush Fit Mob assists Arnhem School Sports in weekly Inter-School Sports Day which sees all community schools come together at Alyangula School. Sports activities are based on the Arnhem Regional Sport schedule.
• Basketball NTsupportingTechnology or IntegrationBasketball NT visited Groote Eylandt schools as part of Remote Sports Vouchers Scheme for clinics, skills workshops and competitions.
• Charles Darwin University (CDU)supportingTechnology or IntegrationCDU provides Sport and Recreation Certificate II and III training for Bush Fit Mob staff.
• Indigenous Hip Hop ProjectssupportingStrategic or Co-development PartnerIndigenous Hip Hop Projects collaborates with Bush Fit Mob to create songs and music videos with Groote Eylandt youth and community members.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Clontarf Foundation: National not-for-profit using sport (primarily Australian Rules Football) to improve education, employment, and life outcomes for Aboriginal and Torres Strait Islander males — the most directly comparable sport-for-development model in Australia.
• Stars Foundation: Indigenous-led not-for-profit supporting Aboriginal and Torres Strait Islander girls and young women through sport, education, and cultural programs — a structurally analogous model serving a complementary demographic.
• Indigenous Marathon Foundation: Existing strategic partner of Bush Fit Mob; runs running and walking programs (Deadly Fun Run Series) in remote Indigenous communities across Australia, targeting health, leadership, and marathon selection pathways.
• National Aboriginal Sporting Chance Academy (NASCA): Indigenous-led organization using sport to drive education, employment, and healthy lifestyle outcomes for Aboriginal and Torres Strait Islander youth — directly comparable sport-for-development model.
• Tjitjiya Foundation: Indigenous-led foundation supporting Aboriginal children and youth in remote communities through education, culture, and well-being programs — comparable community-development model in remote Australia.

Broad incumbents

• AFL Cape: AFL's Indigenous talent pathway and community program delivering organized Australian Rules Football in remote and regional communities — competes for the same sport-partnership and funding pools as Bush Fit Mob.
• NRL Indigenous Programs: National Rugby League's Indigenous-focused community, education, and player pathway programs — a peak-body incumbent already partnering with Bush Fit Mob for vocational pathway delivery.
• Australian Sports Commission — Indigenous Programs: Federal agency funding and coordinating sport participation programs for Indigenous Australians, including the Remote Sports Vouchers Scheme that has supported Basketball NT's clinics with Bush Fit Mob.

Regional players

• Stronger Communities for Children: Australian Government initiative (NIAA) delivering community-led children and family services in remote Aboriginal communities — a publicly funded comparator for Bush Fit Mob's community-based delivery model.

Emerging players

• Indigenous Hip Hop Projects: Existing strategic partner of Bush Fit Mob; uses hip hop and creative arts programs to deliver well-being, cultural, and educational outcomes for Indigenous youth — directly comparable cultural well-being delivery model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/bushfitmob

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Bush Fit Mob