Case Study: Australian Football League increases monetization and scales learning with Totara Learn e-commerce LMS

The Australian Football League Increases Monetization Opportunities With E-commerce-enhanced LMS

The Australian Football League (AFL), which manages Australia’s premier sport and supports a diverse community of players, coaches, officials and clubs, needed to modernize and scale its learning and development. Traditional face-to-face and paper-based programs struggled with annual accreditation demands, geographic and time-zone access, engagement, administrative cost and limited monetization, so the AFL sought a cloud-based, mobile-first LMS with personalized experiences, secure role-based access, integration with existing databases and e-commerce capabilities.

Working with Androgogic and Totara Learn, the AFL launched CoachAFL and Education.AFL — a blended LMS featuring personalized dashboards, self-registration, automated sync with the Player & Personnel Management database, and e-commerce — piloting courses such as Concussion and Inclusion. The platform streamlined accreditation and course delivery, automated upstream integrations, delivered cost efficiencies and monetization opportunities, grew to over 86,000 users, and set a roadmap to expand to umpires, state leagues and new learning priorities like mental health.

Australian Football League

Joshua Attwood

Coaching Membership Coordinator