Holyoake chief executive Ben Smith is taking the not-for-profit organisation to new heights.
Ben Smith is no stranger to growth.
The Perth-born 38 year old has held several global leadership roles during his career, guiding Australian companies through periods of extreme expansion.
Under his leadership as global chief commercial officer and later managing director at frank green, revenue at the reusable products giant climbed almost 600 per cent in just 15 months, surpassing $100 million annually.
Before that, he worked across Melbourne, Los Angeles, London, Toronto, Auckland, Oslo and Tokyo in senior positions at sportswear brand 2XU, overseeing global customisation and wholesale business channels throughout Australia and New Zealand.
Mr Smith later returned home for a short stint as chief operating officer at Western Australian fashion label Poppy Lissiman, helping shape the business strategy for the fast-growing brand.
Profit to purpose
Mr Smith’s commercial track record caught the attention of Holyoake in 2023, when the organisation created the role of executive general manager of growth, innovation and marketing.
The not for profit offers free support for people experiencing mental health issues, and those struggling with alcohol and drug use.
Mr Smith took the role despite never having worked in the not-for-profit or community services sector.
“When the opportunity [to work at Holyoake] was advertised, I didn’t even think I’d get an interview, because I didn’t have any clinical experience,” Mr Smith told Business News.
“I’d never worked in the sector and I was acutely aware of that.
“But I did know the growth and innovation and marketing skills would be transferable.”
Now working to promote services many in the community need, Mr Smith said the experience had been a positive one.
“I know I’m doing really important work now, and work that truly fills my cup,” he said.
“I used to convince people to buy things they didn’t need: $60 or $70 water bottles, $120 pairs of compression tights, $400 pairs of sunglasses.
“And now I’m trying to convince people to take up a service they need but may not feel safe or confident in taking up.”
After more than a year of guiding Holyoake through a major rebrand, Mr Smith was appointed chief executive in February 2025.
He led Holyoake through a leadership restructure in July, appointing Shani Jarvis from Anglicare WA to executive general manager of people and wellbeing, Ben Foster from Catholic Homes to executive general manager of finance and IT, and Sherri McIntosh as executive general manager of services.
Holyoake also completed two national accreditation reviews: recertification of the Alcohol and Other Drug Human Services Standard, and certification with the National Safety and Quality Mental Health Standards for Community Managed Organisations.
“Not only did we successfully complete both accreditations at the same time, which was about six months of pre-work and then two weeks of face-to-face auditing and interviewing, we delivered both accreditations with ‘not met with recommendations’, which [was] incredibly rare [according to the feedback we received],” Mr Smith said.
“We also became one of the very first adopters of the new mental health standard in WA.”
Although very different to the dollar figures he used to look at, Mr Smith said Holyoake was on track to reach an annual turnover of more than $15 million at the end of this financial year, having grown from $10.66 million in FY23.
This year, he was named a 40under40 Award winner and won the category for community, social enterprise or not for profit.
Ben Smith was named a 40under40 winner this year. Photo: Matt Jelonek
He was also a First Amongst Equals finalist.
In 2025, the organisation delivered 22,378 unique occasions of service, with 7,428 individuals participating in programs across counselling and prevention support.
“In the last two years, we’ve more than doubled our outreach and our impact in the sector,” Mr Smith said.
“I don’t take all the credit for that.
“Those foundations were laid by previous management, and we’ve been able to really jump on that momentum and ride that horse, if you will, to keep delivering impact.”
Established impact
Having celebrated its 50th anniversary last year, Holyoake’s work is known across much of the state.
With offices in Perth and the Wheatbelt, Holyoake offers a wide range of services across age groups, including for alcohol and other drug issues and mental health counselling and support services.
There are also programs addressing suicide prevention, justice services, and initiatives tailored to those affected by family and domestic violence.
Recently, Holyoake has built on its targeted mental health training services in the regions for farmers, families, frontline workers and industry leaders.
Funded by the federal government’s Sheep Industry Transition Assistance Package, Holyoake’s Community Wellbeing Program offers a suite of mental health training and support initiatives tailored for farming communities affected by the phase-out of live sheep exports.
The organisation’s outreach services are available in all WA regions except the Kimberley, although a new strategic plan proposes to change that.
Looking forward
From July, the organisation will launch a fresh path forward with a twist.
Instead of a five-year strategic plan, Holyoake will set out a vision for the next three years, to 2029.
“We’ve decided to go with three over five, just given how quickly the service sector is changing and the world that we live and operate in now,” Mr Smith said.
There will be three pillars, with the first focused on an investment in technology to reduce administrative burdens.
“That’s really exciting, because that also deepens and strengthens our employee value proposition,” Mr Smith said.
“It potentially and hopefully makes us a destination for people to work, because we are using technology appropriately and for the betterment of our consumers and our staff.”
Holyoake will also focus on strengthening its regional presence.
Currently, its four offices are located in Victoria Park, Midland, Northam and Narrogin.
“That [increased presence] starts with advocacy,” Mr Smith said.
“It starts with research and understanding gaps and opportunities in the regional marketplace.
“Then it’s going after those opportunities in a respectful way, leveraging existing relationships across the sector.
“It’s making sure that if we’re going to go after new growth and new service delivery in regions, that it’s actually needed and it’s going to have an impact, and it’s going to coexist appropriately with the existing NGOs out there delivering services.”
In 2023, Holyoake partnered with WA Police and the Mental Health Commission to introduce a program in Perth called RISE: respond, intervene, support and empower.
The third pillar of the new plan will involve working to expand that program and Holyoake’s work in the family and domestic violence space.
“We feel like we’re playing a role there with a really successful and amazing program, and we’d like to continue to explore how that program is expanded, potentially into the regions,” Mr Smith said.
