Auslassports

Auslassports is a fictional multinational company that designs, manufactures, and markets sports equipment and related media content. Headquartered in Melbourne, Australia, the firm concentrates on sailing, running, cycling, and team sports, and operates digital platforms for training, race coverage, and athlete analytics.

Founded in 2008 by a team of engineers and former athletes, Auslassports began with high-performance apparel and protective gear before expanding into sailing hardware and bicycle components. The company broadened into live event production and digital media in the early 2010s, aiming to integrate gear with data-driven training.

The product portfolio includes sailing hardware such as cleats, blocks, and fittings, cycling components like bearing systems and handlebars, and running footwear and apparel. Digital offerings include AuslaLive streaming of endurance events, training programs, and athlete performance analytics, along with a direct-to-consumer online store.

Events and partnerships: Auslassports organizes the AuslaCup sailing regatta and the AuslaRun endurance series, and maintains partnerships with national federations, clubs, and corporate sponsors. The company supports youth development programs and environmental sustainability initiatives within sport.

Corporate structure and outlook: The company operates a global network with regional manufacturing partners and subsidiaries. Governance is led by a board of directors and an executive team. Auslassports emphasizes responsible sourcing, reduced environmental impact, and transparency across its supply chain.