Agile Labs was established in Melbourne in 2015. The years that followed were not a straight line from one idea to one successful company.
They involved multiple ventures across software, e-commerce, consulting and digital commerce, each testing a different part of what it takes to build and operate a business. Those ventures included The Cut, a SaaS product in the beauty industry; Keepiece, an e-commerce venture in the luxury watch market; and consulting work helping brands build and improve e-commerce businesses.
Not every venture worked. Some were shut down. Some remained small. Some created more learning than commercial return. But each added capability.
- Software product development.
- Brand positioning.
- Digital commerce.
- Customer acquisition.
- Web development.
- Conversion.
- Operations.
- Commercial judgement.
And, importantly, a better understanding of which opportunities were worth pursuing and which were not.
By the time G.O.A.T Offroad launched in 2020, Agile Labs was not starting from zero. It was applying years of accumulated operating experience to a much more deliberate opportunity.
From the beginning, major decisions were made for the company G.O.A.T was intended to become rather than simply for the business that existed at the time. That influenced brand, positioning, product strategy, systems, engineering capability and international thinking.
As G.O.A.T developed, the broader opportunity became clearer. The most valuable capability being created was not simply one automotive brand. It was the ability to build businesses.
By 2026, the corporate structure evolved to reflect that reality. Agile Labs Holdings became the parent company of the group, G.O.A.T Offroad Pty Ltd became the dedicated automotive operating company, and group ownership and capital allocation became distinct from day-to-day operations.
Roava then entered development as the first major technology venture under the new structure.
Agile Labs now exists to apply those accumulated lessons more deliberately.