Lord Mayor’s Women in Business Grant to fast-track inclusive cricket innovation
Pitch It Up, the Brisbane-founded cricket training aid created by entrepreneur Emma Thomson, has been named a recipient of the 2026 Lord Mayor’s Women in Business Grant, a program supporting women-led businesses to strengthen their operations and expand their impact.
Since 2021, the Lord Mayor’s Women in Business Grant has supported more than 260 women-led businesses across Brisbane, helping create jobs, build networks and drive sustainable growth.
For Thomson, the funding will fast-track development of an industry-first audible cricket ball, opening the door for blind and low-vision cricketers to train safely at home and in schools. It’s a clear example of how targeted investment in local entrepreneurs can generate both commercial momentum and meaningful community impact.
From the backyard to a business opportunity
“My motivation for starting Pitch It Up stems from my personal experience as a cricket mum,” Thomson says. “My young son was getting into cricket a few years ago, and we were looking for a training aid that was suitable for him to use safely at home. We found a product in the market and purchased it, thinking it would be suitable, but unfortunately it fell short.”
The search for alternatives revealed a consistent gap. “Everything available was suited to more experienced players because of the speed at which the ball was delivered and the hardness of those balls, which were not suitable for grassroots cricketers to use safely at home.” There was little designed specifically for young players learning the game.
Drawing on a 25-year career in healthcare diagnostics, Thomson set about building her own solution. “As a scientist at heart, I love systems and processes,” she says. That mindset shaped the development of Pitch It Up, an automated bowling machine designed to develop gross motor skills in grassroots and junior cricketers.
“Pitch It Up is suited for use by grassroots cricketers in the backyard at home, or it can be taken to the park and the nets,” Thomson explains. “Equally, it can be used for All Abilities participants, including those with neurodivergent conditions and physical disabilities.”
Safety has been central to its design. “Our lightweight balls are specifically designed to be used with our cricket training aid,” Thomson says. “They’re perfect for safe use at home with young cricketers, and they don’t cause injury to property or to a person.”
Much of Thomson’s practical insight has come through working with the Valleys District Cricket Club All Abilities Program, a free initiative designed especially for neurodiverse children and young adults. “At these training sessions, we use our Pitch It Up Cricket Training Aid for batting, catching and fielding skills, and we’ve seen remarkable growth and development in those participants,” she says.
Building confidence and connections
Entering the world of cricket and sports training aids without established contacts meant starting from the ground up. “One of the biggest obstacles I’ve had to overcome in running my business is having belief in myself that I can and will succeed,” Thomson reflects. “I had to begin at the bottom and work hard to develop those connections; meeting retailers, finding people in the industry and building relationships. It’s been a very good lesson in resilience.”
Brisbane’s business ecosystem has supported that growth. “Brisbane has a thriving business community that’s really well connected and supported by the Brisbane Business Hub,” she says. Industry backing from retailers, schools, Queensland Cricket and the Australian Sports Technology Network has also opened doors to collaboration and expansion.
Receiving the Lord Mayor’s Women in Business grant marks an important milestone for Thomson and Pitch It Up. “I had deliberated for two years about whether I should put in an application,” she says. “I finally decided that I would. I felt I had a story to tell and I wanted it to be heard.
“As a local business owner, receiving this grant validates the work we’ve done so far and inspires us to continue. And as a self-funded female entrepreneur, it’s exciting that the first funding we’ve received has come from our hometown, the city of Brisbane.
“If you’re considering applying for the Lord Mayor’s Women in Business Grant, I would say just go for it. Tell your story. The process itself isn’t overly demanding of your time and it makes you reflect on the wonderful things you’ve achieved so far. Irrespective of the outcome, it’s a really rewarding process.”
Accelerating inclusivity
The funding will be used to purchase a 3D printer, accelerating development of an audible cricket ball specifically designed for use with Pitch It Up’s training aid. “The reason we need to create our own audible ball is because the ball currently used for blind cricket is hard-coated and heavy,” Thomson explains. “It doesn’t suit the mechanics involved in our training aid.”
The development is expected to have a significant impact in schools, where inclusive sport can be limited by equipment and safety constraints. “By designing an audible ball to work with our cricket training aid, schools can better support low vision and blind students,” Thomson says. “In PE lessons, they won’t need to sit on the sidelines due to safety concerns. They’ll be able to join in with their classmates.”
Looking ahead, Thomson is focused on the next stage of growth. “It’s exciting times for Pitch It Up,” she says. “While we still have plenty of work to do here at home, we have our sights set on expansion into international markets.”
At its core, however, the mission remains constant. “I passionately believe in what we’re doing to help and support cricketers of all ages and abilities, and that’s what’s given Pitch It Up its heartbeat.”
With the support of the Lord Mayor’s Women in Business Grant, that heartbeat is now set to carry further, from Brisbane backyards to classrooms and beyond.
See the full list of this year’s Lord Mayor’s Women in Business Grant recipients.
