It starts like this: you’re watching Shark Tank Australia, and a couple walks in with canvas tents so beautiful they’d make any Instagram traveler swoon. They talk about sustainability, comfort, and escaping the daily grind in style. You remember it clearly, even the awkward pitch. The company was called Seek Society, right?
That’s no twist. The pitch happened. Seek Society, an Australian eco-camping essentials company, appeared on Shark Tank Australia in August 2018, Season 4, seeking $200,000 for 30% equity.
This article dives into the real story of Seek Society, their Shark Tank journey, and why they vanished from the public eye after 2022.
What Was Seek Society’s Net Worth?
With no confirmed activity since 2022, Seek Society’s net worth is effectively zero in commercial terms, as the company appears to have ceased operations.
Founded by Phoebe Colbrelli-Cox and Charity Turner, Seek Society was a community-based, earth-conscious brand focused on sustainable camping essentials. They pitched eco-friendly canvas tents and outdoor gear on Shark Tank but didn’t secure a deal. While they continued operations for a time after the show, the lack of social media updates or online presence after 2022 suggests the business is no longer active.
If you were a Shark, would you have invested in Seek Society back in 2018?
What Happened to Seek Society?
Before its apparent closure, Seek Society’s website showcased minimalist canvas tents, ethically sourced materials, and gear for modern adventurers. The business was built on eco values and wanderlust appeal. However, with no social media updates or online activity confirmed after 2022, and no accessible website, Seek Society likely went out of business around that time.
But why do some confuse Seek Society with something else entirely?
The Power of Branding and the Risk of Confusion
In the world of startups, names matter. The phrase Seek Society sounds like a brand with purpose. You imagine minimalist canvas tents, perhaps solar-powered gear, and ethically sourced materials. Add some moody photography and a clean website, and it fits perfectly into the aesthetic of an Instagram-born business success.
That’s why confusion can arise. Seek Society, the outdoor gear company, shares a similar name with a separate spiritual content platform called The Seek Society. The latter, found at theseeksociety.com, offers reflective blog posts on topics like spirituality and meditation, with no commercial products or Shark Tank connection.
The similarity in names has led some to mistakenly blend the two. However, the Shark Tank pitch was undeniably made by the tent-selling startup.
This story shows how easily a well-crafted name can embed itself in public imagination. It also demonstrates how similar names can spark confusion.
The Real Identity of Seek Society
Seek Society’s original website (distinct from theseeksociety.com) revealed a clear mission: designing and manufacturing quality bell tents and outdoor wares for eco-conscious adventurers. Founded by Phoebe Colbrelli-Cox and Charity Turner, the company emphasized sustainability and community.
Before 2022, there was a visible leadership team, a product-focused website, and an e-commerce platform. It was a business with potential, leveraging its eco-friendly branding and Instagram-worthy aesthetic. However, without a Shark Tank deal and with no confirmed activity since 2022, Seek Society appears to have gone out of business, leaving its commercial value at zero.
So What Were We Really Thinking Of?
The memory of Seek Society’s Shark Tank pitch is real, but it’s easy to see why some might confuse it with other outdoor-focused startups. If you recall tents and glamping gear on the show, you’re likely thinking of Seek Society itself, though similar pitches may add to the mix.
Real startups that did appear on Shark Tank Australia with outdoor-focused products include:
- Hex Pegs: A clever ground anchor for campers, valued at $7 million by 2024
- Cricket Cooler: A cooler designed for outdoor sports and camping
These companies had real traction, scalable products, and sometimes, Shark deals. Seek Society’s branding felt poetic, but its disappearance after 2022 suggests it couldn’t sustain momentum.
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Why This Story Still Matters
Seek Society’s Shark Tank appearance and brief post-show journey reveal something powerful about branding and the challenges of startup survival. Even with a compelling pitch, the company couldn’t secure a deal or maintain visibility, eventually fading from the market by 2022.
🔹 TL;DR (Too Long; Didn’t Read)
Seek Society pitched eco tents on Shark Tank Australia but disappeared from the public eye after 2022. The brand is now inactive.
FAQs
Is Seek Society still in business in 2025?
No, Seek Society appears to have ceased operations. The brand has had no online activity or social media updates since 2022.
Did Seek Society get a deal on Shark Tank Australia?
No, Seek Society did not secure a deal when they appeared on Shark Tank Australia in 2018.
What was Seek Society’s net worth before shutting down?
Although exact figures are unverified, the company was estimated to be worth around $4 million before going inactive.
What’s the difference between Seek Society and The Seek Society?
Seek Society was an eco-tent startup from Australia, while The Seek Society is a separate spiritual content platform with no commercial products.
Can I still buy Seek Society tents or products?
Currently, Seek Society’s website is offline, and their products are no longer available through known channels.