To inspire and connect athletes, charities and communities to create impact together.
OUR VISION
Every Australian athlete has a sense of purpose and connection through community contribution.
Who We Are
Athletes for Hope Australia (AFHA) is the first international chapter of the globally recognised Athletes for Hope movement, founded by sports legends including Andre Agassi, Jackie Joyner-Kersee, Mia Hamm and Muhammad Ali in 2006. AFHA was brought to Australia in 2020 by sports professionals Iain Roy and Laura Johnston, who witnessed first-hand the missed opportunity in harnessing athletes’ strong desire to give back to Australian charities and communities.
The Moment is Now
Post-pandemic Australia is facing a crisis of community connection. At the same time, athletes are among the most trusted figures in society, with 73% of Australians trusting athletes. Sport captures massive public attention, generating over 1.17 billion social media engagements annually. This creates an unprecedented opportunity to channel that influence into connection, contribution and impact.
Together, we can realise the limitless potential of sport to unite and inspire. Conversely, we are seeing athletes navigate complex mental health challenges, both during and beyond their sporting careers. Participating in meaningful community activities provides athletes with a stronger sense of connection and direction; factors that research shows are powerful supports for mental wellbeing
We unlock athletes' untapped potential to drive social change - on the field, off the field and in their communities
73% of people in Australia trust athletes, making them the third most trusted category behind friends and family and health officials (1)
Sports and athletes have a social media engagement of over 1.17 billion people each year in Australia (2)
(1) The Starting Line research by No Second Place (https://no2nd place/the-starting-line) (2) Digiday com - how partnerships between athletes and brands are beginner to resemble influencer deals
Our Solution
We transform athletes into community leaders by unlocking purpose, building skills and sparking action. Through targeted workshops, leadership programs, and strategic charity partnerships, we equip athletes at every level, from emerging talents to elite professionals, with the tools, connections, and confidence to drive lasting social transformation in their communities
The Results are in: And we are just getting started!
Since our programming formally commenced in late 2023 with our first paid staff member coming on board, our reach and engagement has grown year on year. In the past 12 months we’ve seen:
500+ athletes
$6,000+ generated through athlete contributions
70+ hours of community volunteering facilitated
12 charity partners amplifying their reach
94% of participants inspired to take immediate action
100% recommend our programs to fellow athletes
2025 Vision: An Australia Transformed
Imagine walking into any Australian community and finding retired athletes facilitating mental health workshops in schools, Paralympians conducting community leadership programs and emerging sports stars volunteering weekly at their local food bank - not as one-off publicity events, but as an embedded part of our sporting culture. We envision an Australia where every athlete understands their role as a community champion, where charities can access to sports’ influence, and where the next generation grows up seeing community contribution as inseparable from athletic excellence.
Investment Opportunity: The Tipping Point
We're at the startup-to-scale inflection point where your investment enables us to broaden our reach to countless charities and communities, establishing AFHA as Australia's leading platform for athlete-driven community impact.
Expected Returns
Your investment will directly enable:
500 more athletes discovering their power to create change
20 charity partnerships multiplying community reach
Measurable community outcomes across health, education, and social equity
A model inspiring the next generation of purpose-driven athletes
Athlete community engagement and service being embedded into Australia’s sporting culture
OUR FOUNDERS STORY
Why this matter now!
When sports professionals Iain Roy and Laura Johnston brought Athletes for Hope to Australia in 2020, it was personal
Iain's Tipping Point: Working with athletes, he heard a common refrain: “I want to give back, but I don’t know how, and I’m afraid of doing it wrong ” At the same time, charities struggled to move beyond token appearances, missing the chance to build deeper, more meaningful connections that could benefit both the athlete and the cause. He saw that Athletes for Hope in the US was a platform that could address both of these challenges in Australia by inspiring and supporting athletes to connect with charities or causes, particularly those close to their hearts
Laura's Revelation: Seeing talented athletes leave sport feeling their only legacy was personal success, she saw a missed opportunity. With a passion for developing athletes into leaders, she believed their influence could go further “Athletes thrive when they’re genuinely engaged, and many want to lead and leave a legacy beyond the field”
She wanted athletes to see their potential to drive change beyond the game and to discover the causes they care about, connect with their communities, and grow as people, both during and after their sporting careers.
The Personal Power of Purpose: Both founders had witnessed firsthand the transformation that occurs when athletes discover a cause they care about using their platform not only to amplify that cause, but to grow personally and professionally along the way With such influence at their fingertips, the question became inevitable: Why shouldn’t this generationand the next - of Australian sports heroes become a force for lasting community change?
A Clear Mission Emerged: It wasn’t just about connecting athletes to charities It was about reshaping Australia’s sporting culture to make community contribution as fundamental as training and competition, and bringing athletes, charities, and communities together to create meaningful impact
So, Athletes for Hope Australia was born as the only independent organisation in Australia to develop athletes and create social impact
“Our mission is clear: We don't just want to connect athletes to charities. We want to transform Australia's sporting culture so that community contribution becomes as fundamental as training and competition.”
Laura Johnston and Iain Roy
Who We Are
Athletes for Hope Australia transforms athletic achievement into social impact. We connect athletes with causes close to their hearts, creating a ripple effect that inspires the next generation to follow in their footsteps. When you support us, you're not just funding a charity - you're investing in a movement that turns sporting heroes into community heroes.
Founded in the United States in 2007 by Andre Agassi, Muhammad Ali, Warrick Dunn, Jeff Gordon, Mia Hamm, Tony Hawk, Andrea Jaeger, Jackie Joyner-Kersee, Mario Lemieux, Alonzo Mourning, and Cal Ripken Jr, Athletes for Hope was created to bring athletes together, to educate, inspire and empower them to channel their energy for a common goal: to make a difference in the world through sports philanthropy.
Athletes for Hope Australia is the first international chapter of Athletes for Hope We employed our first professional team member in 2024, marking a significant milestone in our organisational growth.
We are building momentum and with your investment we have the potential to achieve real and lasting impact together.
Through education, engagement, and strategic partnerships, we equip athletes to make a lasting social impact and amplify the power of sport to drive positive change across Australia.
Envisioning Australia in 2030:
The Power of Transformation
Picture this Australia:
Walk into any community centre, school, or charity event across the nation. You'll find elite athletes not just making appearances, but leading programs. Paralympians mentoring young athletes. Retired AFL stars leading mental health discussions and programs. Olympic swimmers teaching water safety in regional communities. Emerging talents fundraising in their local communities for causes they're passionate about.
This isn’t a one-off visit for publicity - it’s embedded culture!
Emerging athletes: Young athletes at the start of their sporting pathway learn that athletic excellence and community service are inseparable. Academy and school sports programs include mandatory community contribution components. Young athletes grow up asking not just "How can I win?" but "How can I help?"
In Elite Sports Environments: Elite sports stars volunteering at community events, preparing food at homeless shelters, delivering meals to the elderly – as part of their weekly schedules and as part of their club’s culture. When giving back is as fundamental as training, the community gains champions alongside premiership performers.
In Communities: Charities are connected to athlete networks. Social issues are considered with the same strategic planning that wins championships. Community events feature athletes not as celebrities, but as neighbours who are driven to support others. Equally, athletes return energised by purpose, deeply connected to the communities that support them
The Ripple Effect: Children see their sporting heroes making a difference and grow up believing they can too. Community problems get solved faster because they have Australia's most trusted voices advocating for solutions. Social cohesion strengthens because sport becomes a force for unity, not just entertainment
Australia becomes known globally not just for sporting excellence, but for athletes who changed the world and created a culture where every champion is also a community hero. This vision can become a reality if we do it together - starting now!
Our Challenge: The Urgency of Untapped Potential
So much good is left on the bench Athletes want to give back, but without the right guidance, their drive to make a difference often goes nowhere. And most charities? They simply don't have the capacity to engage athletes in ways that are strategic, scalable, or sustainable
We’re here to change that!
What Athletes Tell Us:
"There are thousands of charities out there I'm time poor but want to contribute meaningfully "
"I'm not a good public speaker; I'm not a captain or leader yet Shouldn't I wait until I have a higher profile?"
"I'm not in a financial position to donate How else can I help?"
What Charities Tell Us:
"We'd love to work with athletes, but we don't know how to approach them professionally " "Athletes want to help, but they need more structure than we can provide " "One-off events are nice, but we need sustainable partnerships "
Let’s not miss this opportunity: We listen to hundreds of athletes across Australia who wonder how they can make a difference We hear that charities struggle to amplify their message without access to trusted voices. We know that communities miss opportunities for positive change because we haven't connected the dots
This isn’t just inefficiency—it’s untapped potential.
“Organisations like Athletes For Hope Australia have a really important role in Australia because it gives athletes an organisation that they can reach out to to seek advice, to, to do workshops, to get some learnings around how they can support, their community and to give back I think it's really important that athletes find a passion outside of sport, and often that passion is there.”
Katie Kelly
Two time Paralympian and gold medallist in para-triathlon, also founder of Sports Access Foundation
Our Model: Turning Potential into Purpose
We help athletes navigate from purpose to practice, creating lasting community impact.
We deliver this impact through:
Athlete Workshops
Interactive workshops tailored to athlete age, level and interests
Each athlete crafts a personalised strategy to give back
Delivered by experienced facilitators with an inspiring AFHA Athlete Speaker, known for their community impact
Athlete Community Leadership Program
Four powerful modules, in person or online
Cultivates servant leadership
Help athletes identify how they can contribute to causes they are passionate about
Athlete-Led Contribution Activities
We partner with charities to engage athletes in community-driven initiatives, ranging from hands-on volunteering and fundraising to awareness raising campaigns
Learning Circles and Events
In partnership with charities and thought leaders, our events enable athletes to broaden their understanding of the causes they are interested in and provide networking opportunities to meet other purpose-led athletes
Safe spaces for reflection and peer-led learning
Topics include mental health, social equity and purpose
“The Discover Workshop run by Athletes for Hope Australia provided my Year 9 class of aspiring athletes with a fantastic opportunity to identify causes in our local community that matter to them and think of meaningful ways in which they can contribute now, and in the future. Julia and Bec really tailored the session to suit the group and engaged the students in a range of interactive, fun and thought-provoking activities.”
Jan Park Teacher from St Paul’s Anglican Grammar School
Proven Impact The Results are In!
In 12 months, we have:
500+ athletes reached since 2023
$6,000+ donated through athlete fees and giving
70+ hours of athlete volunteering
12 charity beneficiaries
94% inspired to take action after workshops
100% recommend AFHA workshops
And we're just getting started!
I'm incredibly grateful for LifeChanger’s relationship with AFHA. When you support AFHA,
That's pretty rare. The benefit for the athletes is also immense, because it actually supports them on and off the field. You get better performances when you support an athlete as a fully rounded human, and that’s what AFHA does too!
Scott Watters Founder & CEO
The LifeChanger Foundation
Our 2 Goals The Ti Point
2025 is a pivotal year. It’s our time to build the momentum needed for long-term change. It’s the difference between remaining a small program reaching hundreds or growing into a movement that supports thousands.
Support 500+ athletes to develop opportunities to support charities and local communities
Partner with 20 charities across Australia
Deliver workshops to 500 athletes, guiding them to craft personalised strategies to give back and inspire others to do the same
Why These Numbers Matter:
500 athletes represent a community of athletes who all share a common bond and a deep commitment to helping others.
2025 success positions us as Australia's go-to platform for athlete and charity connections.
Why Now: If we fall short of these goals, we miss a valuable opportunity to unlock the full potential of our athlete community and strengthen the support that charities provide to those who need it most.
Investment Opportunity:
Join Our Partnership Circle
We're seeking strategic partners who understand that together, we can create greater impact.
CAPACITY BUILDING SUPPORT
Join us in expanding our reach, scaling our programs, connecting with more communities, and driving lasting change through collaborative growth
IN-KIND CONTRIBUTIONS
Move from observer to collaborator. Your in-kind support strengthens our events, sustains our programs, and helps us deliver meaningful impact at every touchpoint.
EVENT SPONSORSHIP
Align your brand with purpose. Sponsor community-powered events and fuel a movement that transforms passion into positive change.
PROGRAM & APPAREL SPONSORSHIP
Claim partnership recognition. Sponsor workshops, learning series or AFHA staff uniforms that create impact in communities and beyond.
Partner Benefits: Aligning with Your Values
We align with your CSR, community and brand goals:
Elite athletes supporting your charity partners
Workshops for your staff on purpose-driven leadership
Lunch & Learns with athlete speakers
Joint learning and volunteering events
Custom packages like "Breakfast with a Champion"
Australia's sporting culture is at a crossroads
The Call to Action: The Moment is Now
We can continue celebrating individual achievement while communities struggle, or we can transform sport into our nation's greatest force for positive impact
Your investment today determines which path we take.
Every dollar you invest:
Connects another athlete to their purpose
Amplifies another charity's reach
Strengthens another community's resilience
Inspires another young person to see themselves as a changemaker
Athletes at every stage of their journey, are ready. Australia’s charities are waiting Our communities need help
The only question is: How can you help us make it happen?
Let's Make Impact Together. Your investment will help us build a legacy that lasts generations.
Ready to partner with us?
Let’s build something meaningful together.
“AFHA supported our 50 Bikes for 50 Years anniversary event and our Leadership Forum, by engaging athletes to attend and get involved as guest speakers and supporters The athletes were so passionate about giving back to young people. They brought personal insights, energy and positivity that left a powerful impact on the groups attending. We’re looking forward to working with more AFHA athletes on our future programs and events.”
Cate Hamill, Kids Support Coordinator Variety Australia
“I participated in AFHA’s community leadership program, and to be honest, I connected with it straight away - everything that AFHA is about - and I wish I had discovered it a lot earlier in my career. I learned so much about myself and how I can help others. I'm a really big believer that in order to be a good leader in this space or leader in general, you really need to understand yourself and have a lot of self-awareness about how you think and feel, and the way you behave, because then we can learn how to impact others, give consideration to how we are making other people feel, and how are we influencing others. ”
Aimie Rocci
WNBL player and Alumni of AFHA Athlete Community Leadership Program
“It was so great to be involved in such a productive and fulfilling workshop with engaged students I loved seeing each participant grow and become more confident as the day went on They all learnt so much about themselves and one another. You could tell they all got a lot out of the day and will be something that stays with them for a long time ”
Maddy Proud
NSW Swifts &
Netball
Player
Australian Diamonds
“Through my time working in mental health and sport, I've seen the power that athletes can bring to providing, back to their communities, not only from a personal perspective for their own growth and development, but also the impact they can have for the wider community as well So that really turned my attention to join their efforts Sport has such a powerful hold across the community and bringing people together. Athletes For Hope Australia can play a key role in that in athletes using their profile to promote what's important for providing back to the community, but also bringing people together.”
Matthew Butterworth
Clinical Psychologist and Mental Health Manager, Cricket Australia and Director of AFHA.
“The mission of AFHA is really important to me personally because I’ve seen the importance the platform that athletes have, and it’s greater than any of us really realise. Athletes just want to support the community It’s a two-fold opportunity for them to support the causes that interest them, but also, I’ve seen enough athletes in elite athlete pathways that we want to have a rounded life. We don’t want it to be all about performance. So AFHA sits in this sweet spot, that enables athletes to realise their potential inside and beyond their athletic achievements ”
Lynne Anderson
AFHA Director, also Director of the Australian Institute of Sport and former CEO of Paralympics Australia
“The work that Athletes For Hope Australia does for athletes is unbelievable Athletes benefit from community service because it makes your day to day your training It puts everything into perspective It gives you something to focus on post-career and during your career. And I think it is a good way to be a role model, not just because of what you do on the field, but also because of the stuff you're doing around it ”
Amy Parmenter Captain of the
Melbourne Mavericks and
cofounder
of The Tie Dye Project, a charity that has raised over $1million for sarcoma research.
“Athletes benefit in so many ways by giving back to communities, it’s just an amazing feeling when you give back So many people have helped me to get to where I am today, and I’m in a really fortunate privileged position to give back. Athletes For Hope Australia gives access to the connections and networks to enable you to give back and the find the community and causes that you have a passion for.”
Bec Miller
“Thanks again for facilitating the leadership forum on Tuesday The feedback has been overwhelmingly positive, and I’m glad that came through in the survey responses. It was obvious that a lot of work went into tailoring the workshop to meet our stated objectives.
Throughout my interactions with you, your enthusiasm and passion was obvious. It was easy for the athletes to feel comfortable engaging with both you and Maddy. You are both exemplary advocates for the organisation.”
Salvatore Carmusciano CEO Illawarra Academy of Sport
