Shameless Media Makes First Acquisition, Acquires KIC Podcasts
Key Details
"Acquiring a show like KIC aligns with their strategy of targeting engaged communities." — Zara McDonald
Shameless Media, the female-founded Australian podcast network created by Zara McDonald and Michelle Andrews, has announced its first acquisition: the KICPod and KICBump podcasts. The shows are hosted by KIC co-founders Laura Henshaw and Steph Claire Smith.
The podcasts were previously represented by LiSTNR since 2022. Alongside the acquisition, Shameless Media launched a new licensing arm, Shameless Media Studios.
Background
- KIC's business model includes the fitness app KICApp and a physical fitness studio in Melbourne.
- Both Shameless Media and KIC are Melbourne-based, female-founded companies. The founders were friends before starting their respective businesses.
- Shameless Media has not taken external investment since launching in 2018. As of 2025, it commanded 10% of Australia's total podcast revenue.
Growth and Strategy
The Shameless podcast has seen listenership increase by 39.5% since the beginning of 2026, and is on track to exceed three million monthly streams.
McDonald attributed part of this growth to Andrews' maternity leave, which prompted a refocus on the show while delegating other business operations to employees. The decision to release full-length video episodes on Spotify and YouTube also contributed.
The acquisition of KICBump and the planned launch of an original parenting podcast in October signal a shift toward an older female demographic and parenting content, reflecting the founders' own life stages.
Statements
"We can create something great together." — Michelle Andrews
McDonald stated that acquiring a show like KIC aligns with their strategy of targeting engaged communities. Andrews expressed admiration for what Henshaw and Smith built, adding that they can create something great together.
Smith said in a press release that the founders have often connected on challenges and opportunities, and that joining forces is exciting.
McDonald noted that the current media environment is tough, but they view opportunities for growth as worth pursuing.
Future Plans
- The next iteration of KIC's podcasts will launch in September and will represent a different chapter of the shows.
- Shameless Media does not use five-year plans but focuses on capitalizing on current opportunities.