The Keeper League Podcast

How A Creator Turned AFL Fantasy Podcasts Into a $160K Venture

February 28th, 2025

Founded By

Ryan (Heff) Gerlach

Monthly Revenue

$13.3K

Founders

Profitable

Yes

Year Started

2018

Customer

B2B & B2C

Founded By
Ryan (Heff) Gerlach: Monthly Revenue
$13.3K

Founders
1: Profitable
Yes

Year Started
2018: Customer
B2B & B2C

Who is Ryan (Heff) Gerlach?

Ryan "Heff" Gerlach, the founder of The Keeper League Podcast, hails from Australia and spent a decade in music education at a leading music school before transitioning to create AFL Fantasy resources. With a background in music technologies and web development, he has leveraged his expertise to grow his niche podcast and associated projects.

What problem does The Keeper League Podcast solve?

The Keeper League Podcast solves the problem of understanding niche aspects of Australian Fantasy Football, like long-term player development and strategy, which lack mainstream coverage, helping fans make informed decisions in their fantasy leagues. Its deep community engagement and exclusive data make it an indispensable tool for fantasy enthusiasts who want to outsmart their competition without sifting through endless games themselves.

How did Ryan come up with the idea for The Keeper League Podcast?

Ryan "Heff" Gerlach came up with the idea for The Keeper League Podcast by recognizing a gap in the Australian fantasy football space. With a passion for Australian Rules Football and a love for the Keeper League format, which emphasizes strategic, long-term team management, he noticed that there was little to no content catering to this niche. As a full-time teacher, he understood the importance of genuine connection and community, and he leveraged his skills in audio and music technology to start the podcast as a side project.

His background in music education and technology equipped him with the skills necessary to produce high-quality audio content. This allowed him to stand out in the podcast space. He built the podcast around deep, analytical content that addressed the underrepresented aspect of fantasy football he was passionate about. Before launching the podcast, he didn't necessarily conduct traditional market research but relied heavily on his intuition and a deep understanding of the community's needs from ongoing discussions within his league.

Heff initially faced the hurdle of balancing his full-time job with his passion project. He overcame this by maintaining discipline and consistently dedicating time to develop the podcast. He also learned the value of focusing on content quality, which drew early listeners and established credibility. His experience illustrates that sometimes the best ideas come from intimately knowing a niche and combining existing skills with passion.

How did Ryan (Heff) Gerlach build the initial version of The Keeper League Podcast?

The Keeper League Podcast's creation involved leveraging Ryan Gerlach's expertise in music technologies and audio production, honed over a decade of teaching. The initial podcast setup used high-quality microphones and an understanding of acoustics, which resulted in a professional-sounding product from the get-go. The production process involved recording in casual settings, initially around a dining table, and later evolved to incorporate video content using GoPros and advanced cameras. The development of accompanying AFL Fantasy resources required significant time investment in gathering and analyzing player data from various sources, which Gerlach organized into spreadsheets using Microsoft Excel's Power Query. Building the first version of these resources took a few months and involved testing and iterating based on community feedback. Gerlach faced challenges in balancing his full-time teaching job with the podcast and struggled with occasional technical issues but overcame them with persistent effort.

What was the growth strategy for The Keeper League Podcast and how did they scale?

Sponsorships and Partnerships

The Keeper League Podcast has effectively utilized sponsorships and partnerships to grow its reach and revenue. By attracting sponsorship from prominent brands, the podcast was able to generate significant revenue through these deals. The partnerships were likely formed by showcasing the niche and dedicated audience of the AFL Fantasy community, which is attractive to brands looking for targeted exposure. This direct support not only adds credibility but also funds to the podcast, enhancing its production and marketing capabilities.

Why it worked: Sponsorships provide a dual benefit of financial support and increased credibility. Sponsors are drawn to niche audiences with high engagement, like the AFL Fantasy fans, because it allows for targeted promotional efforts. By partnering with well-known brands, The Keeper League Podcast gained trust among listeners, further solidifying its place in the community.

Membership Program

The podcast has developed a successful membership program which provides AFL Fantasy resources, including player data and draft tools. This subscription model not only offers a steady revenue stream but also fosters a sense of community among subscribers. Members receive exclusive content and insights, enhancing their overall experience with AFL Fantasy.

Why it worked: Membership programs leverage the loyalty of dedicated listeners by offering exclusive access to valuable content. The Keeper League Podcast identified the niche needs of its audience and provided tailored resources, encouraging enthusiasts to subscribe for an enhanced experience. This model fosters community and ensures ongoing engagement, making it a sustainable revenue strategy.

Content and Community Engagement

The Keeper League Podcast capitalizes on creating a tight-knit community of AFL Fantasy enthusiasts by continually providing expert analysis and niche content. This focus on community engagement is evident in how the podcast actively participates in discussions through various channels and offers insights catered specifically to their audience’s interests.

Why it worked: By creating a community-focused environment with specialized content, the podcast establishes a loyal listener base. Engaging the audience directly through community platforms strengthens listener commitment and builds long-term relationships, which are crucial for sustained growth and influence in a niche market.

What's the pricing strategy for The Keeper League Podcast?

The Keeper League Podcast monetizes through a membership program offering AFL Fantasy resources, with pricing tiers at $39, $49, and $59 AUD annually, primarily focusing on valuable data and exclusive content for fantasy football enthusiasts.

What were the biggest lessons learned from building The Keeper League Podcast?

Leverage Your Expertise: Ryan Gerlach used his deep knowledge in AFL Fantasy to create unique content, attracting a niche audience and sponsorships. Aspiring founders should capitalize on their unique skills to stand out.
Listen and Adapt Quickly: By actively engaging with the community, Gerlach could implement practical user-suggested features rapidly, ensuring customer satisfaction and platform improvement.
Build a Community: The success of The Keeper League Podcast highlights the importance of fostering a dedicated community, which can provide a sustainable revenue stream through memberships and support.
Diversify Content: Expanding into video content, games, and data tools helped grow the audience and revenue, demonstrating the benefit of diversifying content offerings to engage users in different ways.
Persistence Pays Off: The journey from a side project to a thriving business underscores the importance of resilience and continual learning in entrepreneurship.