Naomi Simson is an Australian entrepreneur and co-founder of Big Red Group. She built an estimated net worth of over $40 million, pioneering experience-based gifting. Since 2001, RedBalloon has sold more than 3.5 million gift experiences across Australia.
Simson’s journey from a home-based startup to Australia’s largest experience marketplace hasn’t followed any standard business playbook. Instead, she built it by focusing on customer experience and brand storytelling.
In this article, we’ll cover how Simson built RedBalloon in Sydney, waited 64 days for her first sale, and co-founded Big Red Group with David Anderson. We’ll also discuss her net worth, awards, board positions, and influence as one of Australia’s top business leaders.
Let’s find out how this corporate career marketer became a household name.
RedBalloon’s Founding Story: From $25,000 to Millions
RedBalloon started in 2001, when Naomi invested $25,000 to launch an online experience-gifting business. She started this from her Balmain home during the dot-com crash. So, it wasn’t exactly the best time to start an internet company.
But this is how she saw gaps in the market that nobody else was filling.
Leaving Corporate Australia for a Home-Based Startup
Naomi Simson spent the 1980s and 1990s working in corporate marketing for some of the largest names around. Among them, IBM, KPMG, Apple Computer Australia, and Ansett Australia all gave her solid experience in sales and customer strategy. She learned at that time how businesses think, how they spend, and what drives purchasing decisions.
Then in 2001, she left that stable corporate career behind. She launched RedBalloon from her Balmain home with just personal savings (no investors and no safety net). What’s more, the business started when online businesses were failing left and right.
The Two-Month Wait and First $9 Sale
Naomi went two months and four days without a single sale. The website was live, the experiences were listed, but customers weren’t buying.
Finally, after 64 days, a customer named Damien Chown purchased an experience gift for Scott Hedge. And RedBalloon’s first-ever sale earned the company just $9 in commission. That first sale proved that customers would buy experiences online if given the chance.
That long wait taught Naomi that persistence is more important than perfection in small businesses. She also learned to listen carefully to early customer feedback and use it to improve the platform. Those critiques influenced how Simson would approach business growth for years to come.
How Fuji Xerox Sparked Corporate Growth
Six months after launch, Fuji Xerox contacted RedBalloon about using experiences as sales force incentives. This was huge for her small business.
Once Fuji Xerox came on board, other major clients followed their lead and signed up soon after. Companies like Telstra, Westpac, Commonwealth Bank, and Qantas all saw the value in the innovation Simson had created. Eventually, many businesses across Sydney, Melbourne, and other cities wanted to improve their workplace culture through customer-focused rewards.
By 2011, the small home-based startup had become a successful business with 46 employees. That was when Naomi Simson stepped back from the CEO role to prioritise the company’s long-term direction.
What Happened on Shark Tank Australia?
Did you know that Naomi Simson joined Shark Tank Australia as an original investor in 2014 and invested in dozens of startups? Indeed, she became part of the most recognisable faces over four seasons of the popular show.
Take a look at how she achieved more success in the show.
Four Seasons as the Red Shark
The first season kicked off in 2015, with Andrew Banks, Steve Baxter, Janine Allis, and John McGrath joining her on the panel. She became known as the Red Shark pretty quickly. The nickname stuck because of her RedBalloon background and her bold investment style.
During those four seasons, she aimed at startups with strong customer experience models. If a business owner had passion and a clear, purpose-driven mission, she paid attention. Because the founder’s story was just as important to her as the numbers.
Notable Investments Including QPay
One of her heavier deals came when she partnered with Steve Baxter to invest in QPay. The Australian payments technology startup was targeting merchant solutions at that time, and both the Sharks saw potential in the space. Plus, Naomi and Steve brought different skills to the table, which made the partnership work even better.
She also worked with Andrew Banks on several other deals throughout the show. Between the two of them, Naomi understood customer obsession and growth, while Banks brought operational experience. Beyond money, Naomi offered shared insights on pitching, scaling operations, and building sustainable business models that could survive past the initial hype.
Her time on Shark Tank allowed Naomi to become a household name across Australia. More than that, it made her a champion for the country’s startup ecosystem and gave many small businesses the visibility they needed to succeed.
Big Red Group: Building Australia’s Experience Economy
Big Red Group launched in 2017 when Naomi partnered with David Anderson to create a unified platform for Australia’s fragmented experience industry. The idea was to bring all the major experience brands under one roof and build something that could compete on a global scale.
Here’s how it went with Big Red Group.
Co-Founding With David Anderson in 2017
David Anderson came into the partnership with experience in management consulting and in building large global retail networks. Meanwhile, Naomi understood consumer brands inside and out from her RedBalloon years.
Together, they envisioned creating a multi-brand experience marketplace that would pull Australia’s scattered experience industry into one cohesive organisation.
Acquiring Adrenaline, Experience Oz, and Beyond
Big Red Group wasted no time building its portfolio. In 2018, they acquired Adrenaline, which added an adventure-focused audience to complement RedBalloon’s gifting customers (think skydiving and V8 racing rather than spa days).
They also snapped up Experience Oz, Local Agent, Everything NZ, and Lime&Tonic over the next few years. And today, the company provides an experience approximately every 30 seconds somewhere in the world.
Big Red Group had become the largest experience marketplace in Australia and New Zealand by 2026. The Sydney-based organisation now operates as the parent company for all these brands, and is creating a one-stop platform for anyone looking to book experiences.
Naomi Simson’s Net Worth in 2026
Naomi Simson’s net worth is estimated at around $40 million, which is built primarily through her equity in RedBalloon and Big Red Group. That’s not from one big exit or a lucky investment. Rather, it’s decades of building, growing, and expanding businesses across Australia.
These are the sources of her net worth:
- Primary Business Holdings: Her net worth is built mainly through RedBalloon and Big Red Group equity holdings. She still holds significant ownership in Big Red Group, which continues to grow year after year. The company’s expansion across Australia and New Zealand keeps adding to that valuation as the experience economy grows.
- Board Director Fees: Beyond her business interests, revenue streams include board director fees from Australian Payments Plus, Colonial First State, and Weebit Nano positions. As a non-executive director across multiple organisations, these fees add up to her net worth.
- Speaking and Media Income: Speaking fees, book royalties, and podcast partnerships contribute additional income. Companies like Commonwealth Bank, Stripe, and Salesforce pay well for keynote speakers with real business experience. Her three published books also continue generating royalties, and the Handpicked podcast brings in partnership revenue.
The bulk of her wealth stays tied to Big Red Group’s ongoing success, though. And as the company grows, so does her net worth.
Awards and Recognition: From Entrepreneur to OAM
Naomi’s awards span from 2005 through to her 2026 Order of Australia Medal. Each one marks a different milestone in her career among Australia’s leading business owners and role models for female entrepreneurs.
Below is a brief of her success as a leading female CEO in the world.
Order of Australia Medal and FAICD Fellowship
Naomi Simson OAM received the medal in the Australia Day Honours 2026 for her work in business and leadership. The recognition placed her among senior leaders who’ve influenced the country’s entrepreneurial culture.
Just a year earlier, in 2025, she was elevated to Fellow of the Australian Institute of Company Directors (FAICD). That’s a recognition granted only to seasoned directors who’ve shown expertise. It also created psychological safety in boardrooms while driving innovation across organisations.
Secret Millionaire Australia and $750,000 in Donations
Before Shark Tank made Naomi famous, she appeared on Secret Millionaire Australia back in 2009. The show focused on connecting people from different worlds and creating emotional connections on a deeper level. There, she volunteered for 10 days in disadvantaged communities and worked alongside people who had no idea who she was.
At the end of Secret Millionaire, she revealed her true identity and started writing cheques. That season, she was included in the five benefactors who collectively gave over $750,000 to community organisations. Her donations helped fund programs that are still running today.
Westpac to Ernst & Young Entrepreneur Awards
Naomi has become part of Australia’s most recognised business leaders and role models for anyone trying to play a greater game in their career. Here are some of the notable awards:
- Naomi won the Westpac NSW Entrepreneur of the Year in 2005, her first major recognition
- She received the National Telstra Business Women’s Award for Innovation in 2008
- She picked up Ernst & Young Entrepreneur of the Year in 2011
- In 2013, she was awarded the Lifetime Achievement Silver Stevie Award
- By 2018, she was named in the AFR 100 Women of Influence list alongside other female entrepreneurs
The long list of awards is a testament to her sustained impact on Australian business over two decades.
Board Member Roles Across Australian Business
Besides building businesses, Naomi holds multiple board positions across commercial companies and social causes. She brings innovation expertise to every advisory board as one of Australia’s most experienced business leaders.
Let’s read about how she lends her skills to the boards.
Australian Payments Plus and Corporate Directorships
Naomi serves as a non-executive director at Australian Payments Plus and oversees payment infrastructure for financial institutions. The organisation manages systems that keep money moving across the country’s banking network (millions of customers rely on this infrastructure daily, so it’s no joke).
She also holds board positions at Colonial First State, belonging to the Australia’s largest superannuation managers. On top of that, Naomi serves on the board of Weebit Nano, which is an ASX-listed technology company developing next-generation memory solutions.
Cerebral Palsy Alliance and Philanthropic Boards
Naomi has been a Governor of the Cerebral Palsy Alliance Research Foundation since July 2013. The organisation supports research that could change lives for families across Australia.
She’s also a National Ambassador for Apropela (formerly Heads Over Heels), which supports female Australian entrepreneurs. Given her journey as a successful business owner, she understands the challenges and resilience needed to build something from scratch.
She has even served on the Voiceless council from 2009 to 2017, and pushed for stronger animal protection laws.
Australia’s Most Influential LinkedIn Voice
With over 2.6 million followers, Naomi is the most-read Australian businessperson on LinkedIn. She’s been sharing insights there since 2012, long before it became the go-to platform for business leaders.
This is how Australia’s top voices reach millions of small business owners globally every week:
- Global Thought Leader Recognition: In 2012, LinkedIn named Naomi among the 150 Thought Leaders globally. So far, only two Australians have made that list. The recognition gave her direct access to share content with the entire network. It also positioned her among Australia’s most influential business voices.
- NaomiSimson.com Reaches Thousands Weekly: She’s run a top Australian business blog since 2009. The Sydney Morning Herald has featured her work multiple times. The site covers customer obsession, personal development, and growth challenges with vivid stories from her career.
- Practical Advice For Small Business: Her content is built around helping small business owners steer through real challenges. She shares what worked, what failed, and what she’d do differently. That honesty is why one of Australia’s most successful entrepreneurs keeps drawing readers back week after week.
Her LinkedIn presence creates a space where entrepreneurs learn from someone who’s built businesses from a spare room and survived the tough years.
Books, Podcasts, and Keynote Speaker Work
Naomi has published three business books, launched a weekly podcast in 2021, and speaks at events for major companies. Her writing and speaking prioritise customer obsession, growth, innovation, and building a culture that works.
Take a look at how she shares her success story:
- Three Books Over Nine Years: She published “I Want What She’s Having” in 2007, followed by “Live What You Love” in 2015 and “Ready to Soar” in 2016. Among them, Live What You Love and Ready to Soar became bestsellers, with Ready to Soar offering a brilliant idea about channelling passion into profit. Even the Sydney Morning Herald praised her practical approach in the books.
- Handpicked Podcast Launched 2021: In May 2021, Naomi launched “Handpicked with Naomi Simson,” which provided weekly mentoring to entrepreneurs. The episodes revolve around one great idea that business owners can use. By now, this podcast has become a well-known Australian go-to resource for practical business advice.
- Keynote Speaking Across Industries: She works as a sought-after keynote speaker for Commonwealth Bank, Stripe, Salesforce, and Adobe. Her speaking emphasises on helping businesses create success through customer-focused innovation.
Naomi’s books, podcast, and speaking serve one purpose: helping Australian entrepreneurs build something that lasts. Her point stays on practical lessons that founders can apply as they scale their businesses.
Keep Building: Learn From Australia’s Top Entrepreneurs
Naomi Simson’s path from a $25,000 investment in a spare room to a $40 million fortune shows what’s possible when you back yourself. She’s proven that persistence pays off even when the market looks impossible.
Her story offers a clear lesson, if you’re thinking about your own venture: find a gap, stay committed through slow periods, and pivot when opportunities show up. Her board roles and philanthropic work also show how successful business owners give back.
If you’re looking for more inspiration from female entrepreneurs making waves, check out stories at Australian Business Magazine for insights on founders, strategies, and advice that help you grow.
FAQs About Naomi Simson
Still got questions about Naomi’s career, net worth, or board positions? Here are the most common questions people ask about Australia’s most successful business leaders.
What is Naomi Simson’s Net Worth?
Naomi Simson’s net worth is estimated at around $40 million, which is built through equity in RedBalloon and Big Red Group, plus board fees and speaking income. However, as an entrepreneur in Australia, she started RedBalloon from a spare room with just $25,000.
Where Does Naomi Simson Live?
Naomi lives in Sydney, where Big Red Group is headquartered. She previously lived in Melbourne and founded RedBalloon from her Balmain home in Sydney back in 2001. In fact, she started RedBalloon in a spare room before building it into among Australia’s most recognised brands.
Is Naomi Simson Still on Shark Tank Australia?
No, Naomi appeared on Shark Tank for four seasons from 2015 to 2018. She hasn’t returned to the show but continues investing in startups. She backed many brilliant ideas during her time on the show and became one of Australia’s most recognised Sharks.
What is the Big Red Group?
Big Red Group is the parent company that Naomi co-founded with David Anderson in 2017. It owns RedBalloon, Adrenaline, Experience Oz, Local Agent, and other brands across Australia and New Zealand. In general, the company is built on connecting people through experiences.
What Boards Does Naomi Simson Serve On?
Naomi serves on boards at Australian Payments Plus, Colonial First State, and Weebit Nano. She’s also the Governor of Cerebral Palsy Alliance Research Foundation and National Ambassador for Apropela, supporting female entrepreneurs across Australia.
Who Are the Other Shark Tank Australia Investors?
The original Shark Tank panel included Andrew Banks, Steve Baxter, Janine Allis (Boost Juice founder), John McGrath, and Glen Richards (founder of Greencross and Retail Zoo). People regularly search on Google for the latest information about Shark Tank Australia investors and episodes.
