ASX:HIQ

HITIQ Shifts to Consumer Market with VAFA Partnership

HITIQ Limited (ASX: HIQ) (HITIQ or the Company) announces a strategic shift to focus on the consumer market, targeting amateur and community-level athletes of all ages across a variety of sports with its new HITIQ PROTEQT system. This shift to the consumer market is a natural strategic step for the Company, running in parallel with its established work in professional sports, taking its world-leading impact detection technology where it can have the greatest impact—in the amateur sporting community, and positioning HITIQ to tap into a vast, accessible market, steering the Company toward a sustainable, cash flow positive future. This direction is reinforced by a significant milestone: a three-year partnership with the Victorian Amateur Football Association (VAFA), naming HITIQ as the VAFA’s ‘Official Concussion Technology Partner.’


  • HITIQ is shifting its strategic focus to the consumer market, targeting amateur and community-level athletes.
  • This strategic shift to the consumer market complements ongoing efforts in professional sports.
  • A three-year partnership with the VAFA marks a key launchpad, driving HITIQ toward a cash flow positive future.

The consumer market, encompassing millions of amateur players globally, offers a substantial opportunity driven by increasing concussion awareness and demand for cost-effective safety solutions. Research shows community-level athletes and parents prioritize wellbeing, creating strong incentives for adopting HITIQ’s technology, which includes real-time impact detection, symptom assessment, and telehealth support. As part of this shift, HITIQ PROTEQT will be made available to VAFA clubs, monitoring head impacts in real time, flagging potential concussion risks, and guiding players through symptom assessments with telehealth access to emergency physicians and concussion specialists when needed. Players diagnosed with concussion by their preferred medical professional will follow club medical staff guidance and AFL community concussion protocols for return-to-play. Leveraging its extensive elite sports foundation, HITIQ will keep advancing its technology at this level to strengthen offerings for the community market.

HITIQ PROTEQT integrates proven elite-level technology—previously validated by partners like Monash University and Virginia Tech—into an accessible, boil-and-bite smart mouthguard. Priced for broad uptake and paired with a subscription model, HITIQ PROTEQT offers head impact monitoring, concussion management, and return-to-play guidance, and will be available to consumers this season. The VAFA partnership builds on HITIQ’s prior success with the Nexus iMG in this league, providing a proven foundation to drive adoption among amateur players and families.

Earl Eddings, Executive Chairman of HITIQ, said:

“This shift positions HITIQ where the real demand is - grassroots sport. We’ve built a scalable, consumer- focused product that meets a clear need, backed by world-class technology and partnerships. This is about delivering safety to millions while driving sustainable growth for shareholders. Partnering with the VAFA is a critical step toward bringing HITIQ PROTEQT to life. With the VAFA as our launchpad, we’re gearing up to deliver our cutting-edge technology to community sport, starting with their teams and expanding nationwide.”

VAFA CEO Jason Reddick said:

“Player safety is a primary priority for the VAFA, and concussion is one of the most serious health issues in the game. So partnering with HITIQ, who are leading the way in impact detection technology that can assist with early flagging of potential concussions, is another step forward. We’re happy to help bring this next-level tool to our VAFA community and encourage our clubs to learn more about HITIQ PROTEQT. Any tool that can help players and club medical staff quickly identify a potential concussion and begin assessment and treatment earlier is worthy of consideration.”

Stuart McDonald, Senior Research Fellow of Monash University’s Department of Neuroscience, said: "Research with HITIQ’s instrumented mouthguards, including our studies in the VAFA, has shown they reliably detect and quantify the forces exerted on the head during collisions. Based on our experience, players have found their previous mouthguards very comfortable, and they also show promise in identifying impacts that may carry a higher concussion risk. While these devices do not diagnose concussion, they could be used to highlight significant impacts that might otherwise have been missed, encouraging appropriate symptom monitoring and medical evaluation."

The Company’s growth strategy includes scaling manufacturing and expanding into key markets starting with Australia. With board renewal, we have brought in sport and consumer expertise, and a refreshed leadership team with global sports tech experience will support this shift, alongside plans to build a leading concussion dataset for stakeholders. With the VAFA partnership as a springboard, this strategic shift sets HITIQ on a clear course for profitability.

Earl Eddings will be presenting the attached slides this week for a non-deal Asia roadshow.


Click here for the full ASX Release

This article includes content from HITIQ Limited, licensed for the purpose of publishing on Investing News Australia. This article does not constitute financial product advice. It is your responsibility to perform proper due diligence before acting upon any information provided here. Please refer to our full disclaimer here

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Tesla cars parked near a Tesla sign with "Tech 5" graphic overlay.

Tech 5: Major Players Release Latest Results, Google's Antitrust Fight Heats Up

This week brought major developments in the tech space as interest rate speculation impacted the market and Alphabet (NASDAQ:GOOGL) saw developments in its high-stakes antitrust battle.

Meanwhile, Motorola Solutions (NYSE:MSI) made waves with new artificial intelligence (AI) integrations, and earnings reports impacted shares of Tesla (NASDAQ:TSLA), IBM (NYSE:IBM) and Intel (NASDAQ:INTC).

Meanwhile, the EU continued its regulatory push against Apple (NASDAQ:APPL) and Meta Platforms (NASDAQ:META).

Read on to dive deeper into this week's top stories.

1. DOJ pushes for radical remedies in Google's antitrust trial

This week, federal attorneys presented possible remedies before Judge Amit Mehta in the Google search antitrust case, following his August 2024 ruling that Google is illegally monopolizing the search market.

The US Department of Justice (DOJ) recommended that Google be forced to share its user data with rivals and advocated for the sale of Google’s Chrome business, arguing that the divestiture would give other companies a fighting chance in the search engine market. As the week progressed, executives from OpenAI, DuckDuckGo, Perplexity and Yahoo said they would consider acquiring Chrome if Mehta were to force a sale.

“Google can compete, but they simply don't want to compete on a level playing field,” DOJ attorney David Dahlquist said during his opening remarks on Monday (April 21). He added, “Google is now fearful of competing against rivals who will only get stronger with the proposed remedies in place.” Dahlquist also called for forward-looking remedies that would prevent future monopolization in the burgeoning field of AI-powered search and related AI services, proposing that Google be banned from making deals with phone manufacturers that make Google Search the default search.


Google’s attorney, John Schmidtlein, said the proposal is “fundamentally flawed” and argued that it is a “wishlist” for competitors that would immediately benefit from technology that Google has spent years developing.

In a blog post on Sunday (April 20), Lee-Anne Mulholland, Google’s vice president of regulatory affairs, wrote, “At trial, we will show how DOJ’s unprecedented proposals go miles beyond the Court’s decision, and would hurt America’s consumers, economy, and technological leadership.” Mulholland contends that the DOJ's antitrust proposals would hinder user access to preferred services, raise costs, slow innovation, jeopardize privacy, impede AI development and undermine the functionality and security of key platforms like Chrome and Android.

Illustrating the challenge that Google's competitors face, Dmitry Shevelenko, head of product for Perplexity AI, said that on on Android devices, the process of setting Perplexity AI as the default AI assistant over Google’s pre-set Gemini is like navigating a “jungle gym." However, he also expressed concern that forcing Google to sell Chrome to a competitor, like OpenAI, could lead to the discontinuation of Chrome’s open-source model, which many developers rely on.

Google presented ongoing arguments that users choose Google Search because of its high-quality results, not as a result of anticompetitive practices. The defense also presented evidence that OpenAI, Microsoft (NASDAQ:MSFT) and Meta have sought deals with Samsung Electronics (KRX:005930) to put their AI chatbots onto Samsung phones.

This week's proceedings laid bare starkly contrasting visions for the future of the search market. The result of the trial will be a pivotal moment and could lead to a major shake-up in the tech world.

2. Motorola to enhance smartphones with multi-partner AI integration

Motorola announced a strategic move on Thursday (April 24) to enhance its smartphones through key partnership agreements with Google, Meta, Microsoft and Perplexity. The company's new deal takes a “best-of-breed” approach by integrating specialized technologies from each partner into Moto AI.

The Perplexity app will be pre-installed on the new Razr series, allowing users to access Perplexity's search and assistant capabilities directly within Moto AI. Other Motorola devices launched after March 3, 2025, will receive this feature via a future update. The deal will make Motorola the first smartphone brand to fully integrate Perplexity.

Besides Perplexity, Motorola's partnership with Google integrates Gemini and Gemini Live models for on-device AI features. Meta's Llama model will enhance on-device processing, providing notification summaries and enabling mixed-reality notifications and app viewing. Microsoft’s Copilot serves as another option for a conversational chatbot.

Motorola introduced its newest lineup of Razr phones on Thursday. They are equipped with four new features that leverage the specific strengths of each partner: Next Move for recommendations, Playlist Studio for curated music, Image Studio for text-to-image generation and Look and Talk (exclusive to Razr 60 Ultra) for hands-free AI activation.

3. Tesla, IBM, Intel and Alphabet release results

This week brought Q1 earnings releases from prominent tech firms Tesla, IBM and Intel.

The market’s reaction to these reports often sets the tone for the broader market sentiment and trading activity, underscoring the intense scrutiny these updates now hold.

Tesla released its report after markets closed on Tuesday (April 22), showing lower-than-expected revenue and earnings. Despite that news, the company's share price moved upward on Wednesday. During an earnings call, CEO Elon Musk said that he will begin reducing his time spent at the White House overseeing the Department of Government Efficiency and spend more time at Tesla, news that likely contributed to this upward momentum.

Musk also highlighted a focused approach to bringing robotaxis to Austin by June, with more cities to follow, alongside piloting automated Cybercab production for next year. While 2025 delivery targets were unspecified, he reaffirmed the affordable vehicle's development and ongoing Full Self-Driving progress.

Conversely, IBM’s stock price fell by over 6 percent on Thursday after the company reported its results after Wednesday’s closing bell; the decline came even after it beat analysts' estimates for both revenue and earnings. This negative reaction has been attributed to a slowdown in IBM’s consulting businesses, sparking concerns about the company’s future growth. Cautious language regarding the economic outlook may have also weighed on investor sentiment.

Tesla and IBM performance, April 22 to 25, 2025.

Tesla and IBM performance, April 22 to 25, 2025.

Chart via Google Finance.

Meanwhile, Intel’s Thursday release of its Q1 results revealed flat revenue and lower earnings per share alongside a lower-than-expected outlook for Q2. The report resulted in a decline in Intel’s stock price, erasing earlier gains that followed a Fortune report that the company planned to lay off 20 percent of its workforce.

Intel and Alphabet performance, April 22 to 25, 2025.

Intel and Alphabet performance, April 22 to 25, 2025.

Chart via Google Finance.

Finally, Alphabet shares rose in after-hours trading following its earnings release on Thursday, closing higher on Friday (April 25) as investors reacted positively to a strong report that revealed increases across the board.

4. EU hits Apple and Meta with DMA fines

The European Union fined Apple and Meta on Wednesday on the grounds that the companies have breached the Digital Markets Act (DMA). Apple was fined 500 million euros after the European Union found that the company imposed restrictions that prevented app developers from informing users about offers available outside of Apple's App Store, thereby breaching the DMA's “anti-steering” obligation. Additionally, the European Commission issued a cease-and-desist order to Apple, giving the iPhone maker 60 days to comply with the DMA.

Meta was fined 200 million euros for allegedly violating the DMA's rules on user consent for data usage with its “pay or consent” model, which requires either personalized advertising or a subscription for ad-free service.

Both companies have said they plan to appeal.

“We have spent hundreds of thousands of engineering hours and made dozens of changes to comply with this law, none of which our users have asked for. Despite countless meetings, the Commission continues to move the goal posts every step of the way,” a representative for Apple told CNN.

Meanwhile, Meta told the Wall Street Journal that the penalties amount to “a multibillion-dollar tariff on Meta while requiring us to offer an inferior service.”

5. Apple plans iPhone manufacturing shift

Apple is reportedly planning a significant shift in its iPhone manufacturing strategy, aiming to move the assembly of iPhones destined for the US market from China to India as early as next year, according to a Thursday report in the Financial Times. This potential move signals a considerable departure from Apple's longstanding dependence on China as its primary iPhone production hub. The impetus behind this strategic realignment is largely attributed to the escalating trade tensions between the US and China, which have compelled numerous multinational corporations to re-evaluate and diversify their global supply chains to mitigate risks.

Apple's efforts to establish a manufacturing footprint in India have been underway for several years, with a gradual increase in iPhone production in the South Asian nation. However, the latest reports suggest a much more ambitious plan. Insiders familiar with the matter have indicated to the Financial Times that Apple's ultimate objective is to transfer its entire iPhone production capacity for the US market to India by the end of 2026.

This would represent a complete overhaul of Apple's current manufacturing arrangement and a major boost to India's aspirations of becoming a global electronics manufacturing center.

Don't forget to follow us @INN_Technology for real-time news updates!

Securities Disclosure: I, Meagen Seatter, hold no direct investment interest in any company mentioned in this article.

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