Memphasys Cuts CEO Role, Boosts Sales Teams Ahead of European Market Entry

Leadership Restructure Signals Strategic Shift

Memphasys Limited (ASX – MEM), an Australian reproductive biotech company, has announced a significant leadership restructure as it pivots towards a direct-selling, globally focused commercialisation strategy for its flagship Felix™ System. The company has made the Chief Executive Officer position redundant, with Dr David Ali departing at the end of December 2025. This move underscores Memphasys’ intent to streamline operations and sharpen its commercial focus as it prepares for a major market expansion.

Direct-Selling Model to Drive Global Expansion

The Felix™ System, a patented technology that improves sperm selection for IVF procedures, is on the cusp of receiving CE Mark approval, a regulatory milestone that will open the door to Europe’s substantial IVF market. Memphasys is adopting a direct-selling approach, moving away from traditional distribution channels to gain greater control over customer engagement, pricing, and clinical adoption. This strategy has already yielded binding supply agreements in the Middle East, Turkey, and India, with active discussions underway in additional territories.

Organisational Changes to Support Commercial Goals

To execute this strategy effectively, Memphasys is reallocating resources previously dedicated to the CEO role into business development and commercial positions in priority markets. Business Development activities will now report directly to the Board’s Commercialisation Committee, ensuring tighter oversight of partner negotiations and regulatory milestones. Dr Hassan Bakos, formerly Director of Operations, has been promoted to Director – Clinical Engagement and Growth, with expanded responsibilities including sales, key account management, and market-entry execution. His role is critical as the company scales its global footprint.

Global Resourcing and Capital Discipline

Memphasys plans to bolster its commercial and operational teams outside Australia, particularly in the European Union, MENA region, and India, reflecting the volume-driven nature of its recent agreements. The restructure also emphasizes prudent cash management, prioritizing investment in high-impact commercial activities, inventory build-up, manufacturing scale-up, and market-entry programs. This disciplined approach aims to support sustainable growth as Memphasys transitions from development to commercialisation.

Board Perspective and Future Outlook

Chairman Lindley Edwards highlighted that the restructure aligns the company with its core mission of driving widespread adoption of the Felix™ System. The Board expressed gratitude to Dr Ali for his contributions during a critical phase of commercial readiness and regulatory engagement. As Memphasys embarks on this new chapter, the focus will be on executing its Go-Direct strategy to capture global IVF market opportunities and establish Felix™ as a new standard in sperm preparation technology.