Singapore Rugby Union signs up Aussie sports technology

Canberra-based Clubland shows how small Australian tech companies can expand quickly overseas. The company’s software enables sports clubs to create their own online community hubs in just two weeks. 

Club supporters can see news, results, player profiles and club honour boards, and access a club shop all in one place. For admin teams, this central communication platform built on automation aims to give back hours each week in administration time.

In May 2026, Clubland Founder and Managing Director Lauren Mowen attended a sports technology event in Singapore, where Austrade introduced her to representatives from Singapore Rugby Union. The organisation loved the Clubland software and supporting service. By August, Clubland’s first overseas client site was up and running. 

‘Australia is well regarded for our tech capability, and we have a great reputation for sport,’ says Mowen. ‘We have brought a community-inspired technology platform to Singapore: this shows Australian tech startup companies can succeed in Asia.’  

The digital clubhouse

Sporting clubs are the heart of many Australian communities, but many struggle to build an effective digital presence. In 2023, Canberra-based entrepreneur Mowen devised a solution: a dedicated online platform that enables sports communities to quickly build their own websites. 

‘Our idea was to create digital clubhouses,’ says Mowen. ‘Our digital platform – called Clubland – enables club admins to deliver their communications into one space. Communities in turn benefit from a consistent environment where sponsors are just as present as they are on the field.’

Mowen’s launch customer was a local rugby club in the Australian Capital Territory (ACT). Through recommendations and word-of-mouth, Clubland gained traction. By mid-2026, Clubland had multiple installations throughout Australia and was attracting over 20,000 active monthly users.   

‘We are still a small tech company,’ says Mowen. ‘It’s myself, and a small but very capable and motivated team, with some wonderful student interns. We are making great progress. In 2025 we won the technology award at the Australian Sport, Recreation and Play Awards in Melbourne.’

In September 2026, Clubland won the 2026 ACT Chief Minister’s Emerging Exporter of the Year award. The company is now a national finalist at the 64th Australian Export Awards.

Austrade and the ACT Government support

In early 2026, Mowen attended a Women in Business event held by the ACT Government. This triggered a chance meeting with the Assistant Director for Trade and Export in the ACT Office of International Engagement.  

‘The ACT official was interested in what we were doing, and suggested Singapore as a potential market,’ says Mowen. ‘The official connected me to Austrade in Singapore. I talked to the trade advisers, and they offered to introduce me to sports clubs in Singapore.’

Clubland’s platform fosters community using digital technology and storytelling.

Sports mission to Singapore delivers first client

In May 2026, Mowen travelled to Singapore as part of a 4-day Australia-Singapore Sportstech Market Entry Bootcamp hosted by the Australian Sports Technologies Network (ASTN) and supported by the Accessing New Markets Initiative (ANMI). ASTN is a member of the Trade Diversification Network working with Austrade to support exporters to diversify and grow.

The mission featured a ‘Southeast Asia Market Entry Program’, and Mowen also had the opportunity to attend the Global Sports Innovation Convention (GSIC), sponsored by Microsoft. 

‘Austrade advisers present at these events assisted with introductions,’ says Mowen. ‘It was through Austrade, GSIC and ASTN that I met representatives from the Singapore Rugby Union. They became our first client.’ 

Mowen says Austrade’s ability to make connections is invaluable to small tech companies in unfamiliar territory. 

‘These introductions mean the world to entrepreneurs, because when you are in a new market you don’t know where to go,’ she says. ‘With Austrade, you have the sense that there is someone in your court. They will help you – and it doesn’t matter that you are a startup.’

‘Through ANMI, ASTN has been able to offer our members a practical pathway into new markets, including Southeast Asia,’ says Dr Martin Schlegel, Executive Chair, ASTN. ‘Clubland’s success shows what’s possible when a small company with a strong product has dedicated, coordinated support behind it.’

A central communications platform for club players 

The new digital clubhouse for the Singapore Rugby Union took around 2 weeks to build and went live in early August 2026. 

‘To support this historic and well-respected community in its new innovation chapter, we’ve integrated a suite of communication features, all managed from within the digital clubhouse,’ says Mowen. 

‘The new website tells the history of the Union, bringing the past and the present together. It is a central communication platform. It fosters community using digital technology and storytelling.’

Expansion in Asia and beyond 

Clubland will continue to expand in Southeast Asia. 

‘We have a rapid turnaround time, so we can deploy quickly,’ says Mowen. ‘We will definitely reach out to New Zealand, and we are also interested in making contacts in the US and the UK.’ 

Having taken her first overseas step, Mowen has advice for other small Australian tech companies.

‘Get aligned with your local innovation organisation, because that will be the connection point to a state government representative,’ she says. ‘The official we worked with in the ACT Government was amazing. 

‘Also, officials in state government will connect you to the right person at Austrade. In turn, Austrade advisers will help with introductions to potential customers. In combination, Austrade and the ACT Government were transformational for us.’ 

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