Welcome to Playbk Sports

Global sports content firm specializing in fan avidity and revenue generation 


Every team needs a playbook.  


Playbk Sports makes delivering online learning content simple and effective with dynamic technology, immersive experiences and evergreen material that turns fan avidity into revenue.

Playbk Sports works with your organisation by harnessing your logo, players, coaches, stadia, training facilities and team administrators and harnesses the power of those ‘brands’ or assets to create global fan avidity and strategic value your organisation can rely on in sustainable ways.

Playbk’s Unrivalled Fan Engagement approach has expertly designed and deployed contemporary online content with Australian Rules Football League teams, including Essendon Football Club and Gold Coast SUNS as well as South East Melbourne Phoenix who compete in the National Basketball League.

Long-term partnerships with Special Olympics Australia, Kilmore Racing Club and Rainbow Club further supports Playbk’s ability to showcase community outreach for diverse audiences.

Playbk’s end-to-end digital approach provides strategy, portal design and development, marketing and technology solutions that seamlessly work within and uplift existing business functions.

Playbk continues to focus on innovative solutions for organisations across elite sport, education, and not-for-profits to connect with fans in authentic and meaningful ways.

At Playbk Sports, we create experiences that help sporting organisations give their worldwide fans what they want – closer access to the sports they love.



The Starting Line

Motivated to disrupt traditional education, former classroom teacher and passionate educator, Damian Hecker, and retired athlete turned entrepreneur, Jon Shepherd, Co-founded Leaders of Evolution with the vision to inspire fun, engaging and authentic cloud-based learning opportunities for young people all over the world.


Building Momentum

Our suite of researched-backed, contemporary online courses equipped students aged 10 to 18 years with the leadership and life skills to thrive as global citizens.

To provide guidance and clarity to learners, we created the 4 C’s of Learning Framework – whereby learners walk away with their Competence, Confidence, Character and Connectedness enhanced.


Global Recognition

Connecting with 400+ schools and 10,000+ students from all over the world, we paved the way as an active member of the Amazon Web Services (AWS) EdStart – a select entry global accelerator program.

We also signed long-term partnerships with elite sporting organisations delivering customised revenue generating online fan engagement programs.


Preparing for Growth

COVID-19 has increased the need to maximize ROI on all digital platforms.

Harnessing our passion and proven industry expertise in education and elite sport, Playbk Sports was born to commercialise online learning for professional sporting organisations – at scale.

Our X-factor is generating revenue through SportsTech.


We are a strategic resource for your team who help solve your problems because you don’t have the time, workforce, or infrastructure.

We don’t hang banners. We are not an event agency.

We are strategists, marketers, educators, content developers and technologists.

We transform sunk costs (players, coaches, stadia, team staff members, mascots, and programs) and repurpose these assets into sustainable, revenue-generating products.

Our goal is simple: Help you grow global fan avidity and build new or enhanced revenue streams.

Jon Shepherd

Jon Shepherd


Damian Hecker

Damian Hecker


Rick Burton

Rick Burton

Chief Operating Officer


To drive a new era of global fan avidity through impact driven content.


Giving sport entities the playbook they need for winning in the rapidly changing global economy.



We are transparent

We are inclusive

We are loyal


We cultivate a high-performance environment

We uphold a competitive mindset

We strive to be world-class in all that we do


We maximise our strengths

We play with great timing

We deliver innovative approaches


We make others better

We care about the result, winning matters

We forge meaningful connections

Unrivalled Fan Engagement

Our Brand Story 

We love to create experiences that fans remember. Our brand sets forth our innovative approach to help elite organisations reach their goals. Get to know the story behind Playbk.