HITIQ’s UK Entry Risks Hinged on NHS 111 Adoption and Market Penetration

HITIQ’s UK Market Entry

HITIQ Limited (ASX – HIQ) is making a significant leap into the UK consumer market with the upcoming launch of its PROTEQT concussion management system. Scheduled for August 4, 2025, this launch represents the company’s first international consumer market entry, underscoring its ambition to expand beyond Australia and tap into the lucrative UK collision sports sector.

The UK market is particularly attractive due to its large base of contact sports participants; over two million players in Rugby Union, Rugby League, hockey, and combat sports. These sports carry a high risk of concussion, making effective management systems like PROTEQT highly relevant.

Innovative NHS 111 Integration

What sets PROTEQT apart in the UK is its direct integration with NHS 111, the country’s free, non-emergency medical helpline. This feature allows users immediate access to qualified medical professionals for concussion assessment and guidance at no extra cost. This seamless connection to a trusted national healthcare service is a unique selling point that could drive higher adoption rates among athletes and their families, who value both safety and convenience.

By embedding this telehealth service, HITIQ not only enhances the user experience but also strengthens its competitive position in a market where healthcare integration is increasingly important.

Production and Revenue Model

HITIQ is preparing to meet anticipated demand with production capacity for up to 100,000 units in 2026. The company’s revenue model combines upfront product sales with ongoing annual subscriptions, ensuring users receive updated instrumented mouthguards each year along with continuous software improvements. This subscription approach promises a steady revenue stream and keeps users engaged with the latest technology advancements.

Strategic Partnerships and Brand Coordination

To support the UK launch, HITIQ has appointed Chris Lord, International Brand Manager for Shock Doctor, as UK Brand Liaison. Shock Doctor, a globally recognized mouthguard brand under United Sports Brands Europe, will collaborate closely with HITIQ on marketing and PR efforts. This partnership leverages Shock Doctor’s established presence in over 20,000 retail locations worldwide, enhancing PROTEQT’s market visibility and credibility.

Chris Lord expressed enthusiasm about the launch, highlighting the innovative combination of Shock Doctor’s trusted design with HITIQ’s advanced sensor technology and NHS integration.

Looking Ahead

HITIQ’s UK launch is more than a product rollout; it’s a strategic foothold for broader international expansion. By adapting elite-level concussion management technology for community athletes and integrating with established healthcare frameworks, HITIQ is positioning itself as a global leader in sports safety technology. The success of PROTEQT in the UK could pave the way for further market entries and partnerships worldwide.