Building a Mental Health Movement for Tradies 💪 Tamarah Vos & Dan Allen from TradeMutt

The Digital Tradie Podcast | Episode 16

G‘day legends!

I’ve got another ripper of a podcast for you. I recently sat down with Tamarah Vos and Daniel Allen, the legends behind TradeMutt, for an episode of The Digital Tradie Podcast. If you don’t know these two, you’re about to be blown away. TradeMutt isn’t just a workwear brand—it’s a movement that’s making real noise about mental health in the trades. Their funky, bright shirts are designed to start conversations about a topic that’s been swept under the rug for way too long.

So, grab a cold one, and let me tell you what these bloody legends are all about.

From Sparky to Mental Health Advocate

Tamarah’s story is as inspiring as it gets. Growing up in a tradie household, she followed in her dad’s footsteps and became an electrician. But after feeling isolated as one of the few women in the industry, she started sharing her journey on social media. What started as a way to connect with others quickly turned into a full-blown platform for promoting herself and business.

Dan, on the other hand, came from a tough personal experience. After losing a close mate to suicide, he and his co-founder Ed Ross decided to tackle mental health head-on through their workwear. They took an industry staple—hi-vis shirts—and turned it into a conversation starter.

Funky Workwear for a Serious Cause

Ed and Dan didn’t just stop at creating workwear that looks cool. They made sure it had a purpose. TradeMutt donates 50% of its profits to support TIACS, a free mental health service for tradies. Their message is simple: it’s okay to not be okay, and it’s bloody important to talk about it.

But it wasn’t always smooth sailing. When they first started, people told them they were crazy—spending all their savings on a shirt that no one would buy. Well, turns out they weren’t crazy—they were just ahead of their time.

The Power of Social Media

One of the best parts of the chat was hearing Tamarah talk about how her Instagram page changed her life and business (TTS Electrics). Like many of us, she was skeptical at first. But by being authentic and showing her day-to-day as a female tradie, she built a community that helped her land brand deals and connect with other women in the industry.

Dan echoed this, talking about how putting yourself out there can be tough, but the rewards are massive. They’ve both built a following by being real, sharing their struggles, and talking openly about mental health. And let me tell you, it’s working.

Marketing in the Tradie Space

Now, let’s talk marketing. Tamarah and Dan have absolutely nailed this by tapping into something most tradies overlook—storytelling. TradeMutt workwear isn’t just a product; it’s a tool to tell a bigger story about mental health. That’s where the magic happens in marketing.

If you’re running a trade business, you can take a page out of TradeMutt’s playbook. It’s not enough to just show the work you do—you need to connect with your audience on a deeper level. Think about what makes your business stand out. Is there a personal story behind why you do what you do? Maybe it’s the way you help customers, or a cause that’s close to your heart.

Think about what makes your business stand out. Is there a personal story behind why you do what you do?

David List – The Digital Tradie

Start by sharing that story on social media. Whether it’s through posts, videos, or even a podcast, people love hearing the “why” behind your business. It’s all about building a relationship with your audience, not just selling a service.

Another bloody AWESOME tip? Leverage partnerships. Just like Tamarah partnered with brands like Blundstones, teaming up with brands or influencers that align with your values can boost your visibility and credibility.

Finally, be consistent. Whether it’s sharing updates on social media or following up with clients, consistency is key to staying top of mind. And don’t be afraid to inject some personality into your marketing. Remember, people do business with people—not just businesses.

Key Takeaways for Tradies

If you’re a tradie looking to stand out and make an impact, Tamarah and Dan dropped some serious wisdom:

1. Start Conversations About Mental Health – Don’t shy away from it. By talking openly, you could be helping someone in more ways than you know.
2. Be Yourself Online – Authenticity goes a long way. Whether it’s Instagram or Facebook, show the real you, and people will connect with that.
3. Use Your Platform for Good – Whether you have 50 followers or 50,000, use your voice to make a difference in your industry.
4. Confidence Comes Through Experience – The more you put yourself out there, the more confidence you’ll build—both on the tools and in life.
5. Purpose-Driven Work is Powerful – When you believe in what you’re doing, like TradeMutt does with mental health, it makes the tough days a lot easier to handle.

What’s the Wrap?

This episode is more than just a chat about workwear. It’s a deep dive into how we, as tradies, can make a real difference in the industry—starting with ourselves. Tamarah and Dan are proof that when you combine purpose with passion, you can change lives.

So, next time you’re on the tools, think about how you can start a conversation that matters. Whether it’s talking about mental health or just checking in on your mates, it’s all about making a difference.

Until next time, legends, keep smashing it out there. Stay tuned for more stories that’ll help you take your trade business to the next level.

Cheers!