Demographics
of the Fireside
Community
Community Members
21,500+
Across all channels
Core Demographic
78.3%
Aged 25–44
Based in Australia
85.9%
Of all members
Largest City
Brisbane
30.4% of AU members
Top Industry
Trades
41% of members
Key Facebook group engagement growth factors
Feb 6 – May 4, 2026 · Click any metric to show or hide
Engagement = posts + comments + reactions · Total members on right axis (dashed)
Community Overview
Who is the Fireside community?
Fireside Business Advice is a men's business community founded by Adam James, built to support business owners in growing their businesses and improving their lives. The community has grown to over 21,500 members across Australia and internationally.
The data reveals a highly focused, commercially active audience — predominantly business owners aged 25–44, concentrated in Queensland, with strong representation across trades, construction, transport, finance, and professional services.
Key community stats
| Total Members | 21,500+ across all channels |
| Core Demographic | 78.3% aged 25–44 |
| Australian Members | 85.9% based in Australia |
| With Business | 64% have a registered business |
| Largest City | Brisbane — 30.4% |
| Peak Day | Tuesday — highest engagement |
| Best Time | 5–7 AM AEST Tuesdays |
Age Breakdown & Industry Profile
Age breakdown — all members
Industry breakdown
Based on members with stated occupation
Geographic Distribution
Top 10 cities
Brisbane
QLD — #1 by far
Melbourne
VIC
Sydney
NSW
Gold Coast
QLD
Ipswich
QLD
Perth
WA
Sunshine Coast
QLD
Adelaide
SA
Townsville
QLD
Canberra
ACT
State breakdown
Queensland (QLD)
~64%
Dominant — #1 state
New South Wales (NSW)
~8%
Strong presence
Victoria (VIC)
~8%
Melbourne well represented
Western Australia (WA)
~3%
Perth active
South Australia (SA)
~2%
Adelaide present
TAS / ACT / NT
~1%
Smaller but present
International members
14.1% of the community is located outside Australia, with the largest contingents from New Zealand, India, Philippines, and Colombia. All content should be created with the Australian market as the primary audience — referencing Australian context where relevant (tax, employment law, local market conditions).
Activity Patterns
Engagement by day of week
Mon
64
High
Tue ★
109
Peak
Wed
41
Moderate
Thu
32
Moderate
Fri
27
Low
Sat
27
Low
Sun
27
Low
Best posting windows — Tuesday (AEST)
12–4 AM
Avoid
5–7 AM
Primary ★
7–9 AM
Good
9 AM–4 PM
Low
4–6 PM
Primary ★
6–9 PM
Good
Early morning peak (5–7 AM) reflects tradespeople and business owners checking phones before the work day begins. Late afternoon (4–6 PM) reflects end-of-day check-ins. Avoid Saturday and Sunday mornings — consistently the lowest engagement periods.
Top Performing Content
Highest-engagement posts — 28-day period
Staff fuel card theft — crew stealing fuel for personal use, what would you do?
Anonymous member
Property/strata maintenance — how do you land commercial contracts (shopping centres, Bunnings)?
Jordan Saxby
Looking for a business mentor — 7–9 figure builders to help young blokes in business
Adam James
22yr old, no qualifications, recovering from injury — ideas to start a business?
Ryan Allen
Shop owner review-bombed after confronting a shoplifter — how to respond?
Dan Miller
Melbourne — swap Google reviews, will return the favour
Alan J Marchingo
Use current search data to find market gaps — I'll pull the data for your business free
Adam James
Small business under pressure — super increases, junior wage rates, card surcharges
Nathan Atkinson
4x4/camping/car parts businesses — give your gig a plug in the comments
Adam James
Brisbane — anyone want to swap Google reviews?
Chris Amey
Audience Profile & Content Strategy
Core audience profile
| Age | 25–44 years old (78.3% of community) |
| Location | Queensland-first · Brisbane and Logan Corridor core · Secondary: NSW, VIC, WA |
| Top industry | Trades & construction (41%) · Plumbing, electrical, building, landscaping, transport, civil |
| Business stage | Early to mid-growth · Revenue $200k–$2M · Owner-operator, 1–20 staff |
| Top concerns | Staff management · Cash flow · Fair Work compliance · Google visibility · Cost pressures |
| Aspirations | Financial independence · Building something of lasting value · Peer respect and practical knowledge |
| Communication | Direct · Plain language · Real situations over tips lists · No corporate tone |
| Behaviour | Most active early morning and end of day on weekdays · Peaks Tuesday |
Channel priorities
Content that works
Post format
Real problems + a clear question. Lead with the situation, not the solution.
Best time
Tuesday 5–7 AM AEST primary. Monday 5–7 AM secondary.
Top topics
Staff, cash flow, Fair Work, Google visibility, trades challenges.
Tone
Direct, plain language. Real stories. No corporate speak.
Frequency
3 quality posts/week outperforms 7 average ones.
Avoid
Generic tips, promotional content, Sat/Sun mornings.
LinkedIn Company Page Performance
LinkedIn at a glance
Consistent professional publishing channel — video content is outperforming text by 2–3× on engagement rate. Peaks driven by coaching, tax and founder-story content.
Posts (90 days)
50
Avg engagement
~5.2%
Top engagement
13.5%
Avg impressions/post
~100
Peak post impressions
280
Publishing cadence
2–3 / week
Top LinkedIn posts (Apr – Jul 2026)
James Grafton — From -$24 to $10M+
Article
Coaching vs Mentoring vs Consulting
Video
Tax Strategy: Bucket Companies
Video
Want Accountability? Hire a Coach
Video
Tim Sherlock Budget Discussion Event
Event
Finance Strategy — Jason McNamara
Video
James Grafton: Growth Strategy
Article
Facebook Group — Last 28 Days
Top performing posts (rolling 28d)
Platform Feedback — Instant Work Hub
Chris Amey
Debt Recovery Solutions
Adam James
Post-Budget Finance Changes
Adam James
$70M Tech Investment Fund
Paul McKenzie
Property Auction Crisis
Adam James
Self-Employed Finance Podcast
Adam James
Google Business Profile Comparison Tool
Jacob Roy
Moderation & Cross-Channel Ecosystem
Admin & moderation activity (60d)
Adam James
Lead admin
11 posts approved · 2 declined
Kike Chavez
Moderator
Member request approvals
Fireside page
Brand admin
Member request approvals
Nathan Atkinson
Moderator
Member request approvals
Cross-channel ecosystem
Facebook Group
primaryCommunity & discussion
18,219 members · 78% male · 25–44 · Daily
LinkedIn Company
highProfessional publishing
Business owners & professionals · 2–3 / week
YouTube
mediumArchive & evergreen
Long-form viewers · 1–2 / week
TikTok
mediumShort-form discovery
Younger demos · 2–3 / week
Clips & highlights
Early-stage audience · 2–3 / week
X / Twitter
lowUpdates & commentary
Real-time followers · Daily
Discord
highPrivate deep discussion
Active core members · Ongoing
LinkedIn Group
mediumProfessional network
Business owners · 2–3 / week
Strategic opportunities (July 2026)
LinkedIn video
Video posts are hitting 7–13% engagement vs 4% text — increase video cadence.
Facebook prime time
Tue/Wed 3–5 PM AEST is the sweet spot — schedule high-impact posts then.
Cross-promotion
Repurpose top Facebook discussions into LinkedIn carousels.
Member spotlight
Founder stories drive the highest reactions — formalise a spotlight series.
Panellist content
Expert intros consistently earn 3–4%+ engagement — expand the series.
Brisbane focus
30% of members are Brisbane-based — invest in local content and events.
Summary
The takeaway
The Fireside community is a clearly defined group of Australian business owners, concentrated in the 25–44 age bracket and heavily weighted toward Queensland. The membership is consistent across all touchpoints: active business operators in trades, construction, transport, and services who are building, growing, or working to stabilise their businesses — and who want practical, peer-informed support to do it.
Who to write for
A business owner in his late 20s–early 40s running a trades or small services business in Queensland.
When to post
Tuesday 5–7 AM AEST for maximum reach. Consistency over volume — 3 quality posts beats 7 average ones.
Funnel goal
Community → mentorship program → advisory services. Consistent quality builds the relationship.
