Hema Maps
Hema Maps is a family-owned Australian mapping company founded in 1983 that produces offroad maps, atlases, GPS navigators, and digital navigation apps for 4WD, camping, and adventure travelers across Australia and New Zealand.
- Company typePrivate
- Founded1983
- HeadquartersCaulfield North, Australia
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Hema Maps does
Hema Maps is an Australian family-owned mapping and navigation company founded in 1983 and based in Braeside, Victoria. It produces field-verified offroad mapping content, printed atlases and guidebooks, dedicated GPS navigation hardware, and digital navigation applications aimed primarily at 4WD enthusiasts, campers, caravanners, motorbike riders, and general road travelers across Australia and New Zealand.
The company's core technology is a proprietary library of offroad and remote-area mapping data collected and physically verified over four decades by a dedicated Map Patrol team. This data layer is delivered through three product surfaces: physical products (printed atlases such as the Australia Road & 4WD Atlas, regional guides, and The Big Lap Bible); proprietary GPS hardware (HX-2+, HR-1 NAV, HX-M1, and the HX-BOX infotainment module); and digital platforms including the Hema Nav navigation system, the Hema 4x4 Explorer mobile app, and the HemaX cloud ecosystem that syncs waypoints, tracks, and trips across devices. The Hema Nav platform was notably licensed for integration into the MY24 Nissan Patrol infotainment system (NS-1000), representing the company's first major OEM automotive deployment.
Hema Maps operates a predominantly B2C, product-led growth model: primary sales run through the hemamaps.com Shopify storefront, supplemented by an Australian retail stockist network, Garmin marketplace SD cards, and the emerging OEM licensing revenue stream. Pricing spans one-time purchases of maps ($30–$70) and GPS hardware ($850–$1,100), with growing recurring exposure from in-app premium map subscriptions and the freemium HemaX cloud service. Customer acquisition is driven by community content (Explorer Blog, YouTube), an Alpha Team ambassador program, and a heavy presence at Australian 4WD and outdoor events, with no disclosed institutional funding or external shareholders.
Hema Maps firmographics
Firmographics- Name
- Hema Maps
- Legal name
- Hema Maps
- Website
- https://hemamaps.com
- Company type
- Private
- Founded year
- 1983
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Hema Maps is a family-owned Australian mapping company founded in 1983 that produces offroad maps, atlases, GPS navigators, and digital navigation apps for 4WD, camping, and adventure travelers across Australia and New Zealand.
- Ownership category
- akta.pro rank
Hema Maps industry classification
Industry- Product category
- Mapping and Navigation Products
- NAICS
- Tour Operators (56152)
- SIC
- Wholesale-Paper & Paper Products (5110)
- akta.pro primary industry
- Geocoding, Search & Place Data Platforms (BPAMANAC)
- akta.pro secondary industries
- Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail (CRAMAAAI), White-Label Travel Supply Providers (B2B2C Inventory & Packaging) (THAKAJAJ)
Keywords
Where Hema Maps is headquartered
LocationHeadquarters
- HQ city
- Caulfield North
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Hema Maps business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Physical Maps and Atlases: Sale of printed maps, atlases, and guidebooks including Australia Road & 4WD Atlases, regional atlas & guides (Kimberley, Cape York, Flinders Ranges, etc.), camping guides, and touring guides. Products are sold as one-time purchases with various formats (spiral bound, easy read, handy size).
- GPS Navigation Hardware: Sale of proprietary GPS navigator devices including HX-2+, HR-1 Nav, HX-M1 motorbike navigator, and HX-BOX navigation module. Hardware products sold as one-time purchases with included map data.
- Digital Map Subscriptions: Subscription-based access to premium vector maps, touring maps, and print maps for offline use within the 4x4 Explorer app. Subscriptions enable offline map functionality for use in remote areas without data connectivity.
- Mobile Applications: Sale of Hema 4WD Maps app and Hema Explorer app for iOS and Android devices. Apps provide offroad navigation, track recording, and trip planning capabilities.
- Hema Cloud Services: Free cloud account for data sync across devices. Premium features include data backup, multi-device sync, and data sharing capabilities.
- Third-Party Products: Resale of complementary products including Garmin GPS units, reversing cameras, dash cams, and accessories. Also includes other map brands (Rooftop, Meridian, Westprint, Haymans).
- Technology Licensing: Licensing of Hema Nav technology for integration into third-party vehicle infotainment systems, such as the NS-1000 built into MY24 Nissan Patrol.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Physical Maps and Atlases - One-time purchase prices |
| Unit Pricing | Pay-as-you-go | GPS Navigator Hardware - Device pricing |
| Freemium | Monthly | Hema Cloud Account - Free tier |
| Unit Pricing | Pay-as-you-go | Garmin Products - Third-party GPS devices |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Hema Maps product offering
Product offeringCore offering
Hema Maps produces and sells printed maps, atlases, guidebooks, digital map products, mobile navigation applications and dedicated GPS navigation devices. Its offerings support on-road and offroad trip planning and navigation in Australia and New Zealand, including remote-area travel where mobile coverage may be unavailable. Hema's proprietary mapping data, Map Patrol verification, app and cloud services, and vehicle navigation integrations connect its physical and digital products.
Product overview
Hema Maps offers a comprehensive portfolio of navigation and outdoor exploration products spanning both physical and digital formats. The core offering includes GPS navigators (HX-2+, HR-1 NAV, HX-M1, HX-BOX) and digital platforms (Hema Nav, Hema 4x4 Explorer App) that provide on-road and offroad navigation capabilities across Australia. Physical products include printed atlases (Australia Road & 4WD Atlas in multiple formats), regional Atlas & Guide series, and travel guides such as The Big Lap Bible and Where to Camp Guide. The company also sells complementary products including Garmin GPS units, digital communicators, reversing cameras, and dash cams. Additional services include Hema Tours guided adventures, Hema Maps University training, and the Hema Alpha Team community program. The portfolio integrates with cloud services (Hema Cloud), supports GPX data exchange, and incorporates What3words geocoding for precise location communication.
Differentiator
Problem solved
Functional benefit
Brands
- Hema Tours: Adventure tour experiences powered by Adrenalin Offroad
- Hema Nav
- HemaX
- Hema Alpha Team
- Hema Safe
Products and services
- Explorer Maps Detailed topographic and exploration maps for offroad navigation, including 1:150K coverage, points of interest and tracks for 4WD, camping and touring.
- Australia Road & 4WD Atlas Comprehensive Australian road and 4WD atlas available in Easy Read, Spiral Bound, Touring and Handy formats for road and offroad travelers.
- Regional Atlas & Guide Series Specialized printed regional atlases and guides covering destinations including the Kimberley, Cape York, Flinders Ranges, Tasmania, Western Australia, Victorian High Country, Top End, Gulf and K'gari.
- Great Desert Tracks Atlas & Guide Printed atlas and guide for Australian desert-track touring and remote-area travel.
- Australia Truckies Atlas Australian trucking atlas providing road information for commercial truck drivers and long-haul route planning.
- Where to Camp Guide Guidebook identifying camping locations across Australia for campers, caravanners and extended-tour travelers.
- Motorcycle Adventures Top 200 Rides Printed motorcycle touring guide covering 200 rides for adventure motorcyclists.
- HX-2+ GPS Navigator Premium GPS navigation device combining on-road and offroad capabilities with Hema's proprietary mapping data for Australian exploration.
- HR-1 NAV Smart Navigator Smart GPS navigator integrating navigation with dual channel dash cameras for vehicle monitoring.
- HX-M1 Motorcycle GPS Navigator Rugged GPS navigator designed for motorbike riders and side-by-side vehicle explorers with offroad mapping capabilities.
- HX-BOX GPS Navigation Module Aftermarket GPS navigation module that integrates with vehicle infotainment systems to provide offroad navigation capabilities.
- Hema Nav Platform Proprietary navigation platform combining real-time turn-by-turn navigation with Hema's offroad mapping data, updated tracks and quarterly software updates.
- Hema 4x4 Explorer App Mobile application for iOS and Android providing raster and vector maps, 3D tilt, 360-degree rotation, offline downloading, track recording, waypoint management and Hema Cloud synchronization.
- Hema 4WD Maps App Mobile mapping application providing access to Hema offroad maps and points of interest for 4WD adventures.
- Hema Navigator Explorer PC Software Windows PC software for creating waypoints, routes and tracks and transferring them between a computer and Hema Navigator devices.
- Digital Communicators Satellite communication devices for remote-area connectivity and safety.
- Reversing Cameras Wi-Fi reversing cameras compatible with Hema navigators for vehicle safety and maneuvering.
- Dash Cams Dashboard cameras for vehicle monitoring and safety recording.
- Garmin GPS Units Third-party Garmin GPS products sold through Hema, including Overlander, Zumo motorcycle, Drive, RV and Tread units.
- Hema Tours Guided 4WD adventure tours operated in partnership with Adrenalin Offroad, providing remote-area experiences with Hema expertise.
Quantifiable outcome
- Over 30,000km of tracks updated in Q1 2025 Hema Nav software update
- +1 more outcomes
Companies that use Hema Maps
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles6 records
Hema Maps technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature6 records
Hema Maps partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor and core.
- Isuzu UTE AustraliaminorIsuzu UTE Australia renewed its national partnership with the Royal Flying Doctor Service, with Hema Maps mentioned in related community news coverage, suggesting a marketing or promotional partnership within the 4WD enthusiast community.
- Nissan AustraliacoreNS-1000 application powered by Hema Nav is now built into MY24 Nissan Patrol models, marking a significant OEM integration where Hema's navigation technology is embedded directly into vehicle infotainment systems.
- Adrenalin OffroadcoreAdrenalin Offroad powers Hema Tours, providing guided tour experiences that allow customers to explore remote Australia with Hema experts. The partnership combines Hema's mapping expertise with Adrenalin's tour operations to create branded adventure experiences.
- REDARC ElectronicsminorLongstanding partnership with REDARC Electronics, a manufacturer of power solutions for vehicles. Hema Maps visited REDARC's world-class manufacturing facility during their 40th anniversary expedition, indicating ongoing collaboration.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Hema Maps competitors and assessment
Company assessmentDirect peers
- Garmin: Garmin is a global GPS hardware and navigation company whose products (Overlander, Zumo, RV series) directly compete with Hema's HX-2+, HX-M1, and other navigators. Hema even resells Garmin units and distributes maps on Garmin SD cards, showing intimate product overlap.
- Meridian Maps: Meridian Maps is an Australian publisher of award-winning recreational and wall maps also available as a map style within Hema's app. It competes in the same Australian outdoor cartography space and is both a partner and a content competitor.
- Rooftop Maps: Rooftop Maps is an Australian publisher of 4WD, hiking, and dirt bike maps whose offerings are integrated into the Hema 4x4 Explorer app. It is a direct content peer competing for the same Australian offroad enthusiast market.
- Westprint: Westprint is an Australian publisher of topographic and touring maps for outback regions, retailed alongside Hema products. It is a direct competitor in the Australian specialty map publishing niche.
- Rand McNally: Rand McNally is a long-established US-based map and atlas publisher that also sells GPS hardware and digital navigation for trucks and RVs. Its business model—printed atlases, specialty GPS, and digital maps—closely mirrors Hema Maps' portfolio.
Broad incumbents
- TomTom: TomTom is a major mapping and navigation platform providing maps, APIs, and location services for vehicles and enterprises. While TomTom is much broader and bigger, it competes in the same mapping-platform category and is a potential alternative supplier to OEMs seeking Hema-style offroad data.
- Mapbox: Mapbox is a leading location platform powering maps for apps, websites, and automotive clients. As a broader incumbent in custom mapping and navigation APIs, it represents both a potential technology partner and a competitive threat to Hema's platform ambitions.
- HERE Technologies: HERE is a leading location data and mapping platform used by automakers and enterprises worldwide. As a broad incumbent in mapping/navigation, it represents the type of competitor Hema could face as automotive OEMs consolidate navigation suppliers.
Emerging players
- Tracks4Africa: Tracks4Africa produces field-verified overland travel maps for Africa, applying a similar methodology to Hema's Map Patrol. While geographically focused on Africa, it represents a like-minded niche mapping competitor that could encroach on Hema's methodology and adjacent markets.
Regional players
- Navman: Navman is a GPS navigation brand with strong presence in Australia and New Zealand, offering in-car and truck navigation. It is a direct consumer competitor in Hema's home market, though its focus is on mainstream navigation rather than offroad specialization.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Hema Maps social profiles
Digital presenceHema Maps financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hema Maps leadership team
Management profileNumber of profiles
Profiles1 record
Hema Maps funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hema Maps M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Hema Maps
What does Hema Maps do?
Hema Maps produces and sells printed maps, atlases, guidebooks, digital map products, mobile navigation applications and dedicated GPS navigation devices. Its offerings support on-road and offroad trip planning and navigation in Australia and New Zealand, including remote-area travel where mobile coverage may be unavailable. Hema's proprietary mapping data, Map Patrol verification, app and cloud services, and vehicle navigation integrations connect its physical and digital products.
Is Hema Maps a public or private company?
Hema Maps is a private company. It is classified as family owned and is currently operating.
When was Hema Maps founded?
Hema Maps was founded in 1983. It employs 11 to 50 people.
Where is Hema Maps based?
Hema Maps is headquartered in Caulfield North, Australia, in the Oceania region.
How does Hema Maps make money?
Seven revenue lines are on record. Physical Maps and Atlases are the primary driver. The others are GPS Navigation Hardware, digital Map Subscriptions, mobile Applications, hema Cloud Services, third-Party Products and technology Licensing.
Who are Hema Maps's main competitors?
Direct peers on record are Garmin, Meridian Maps, Rooftop Maps, Westprint and Rand McNally. Broad incumbents are TomTom, Mapbox and HERE Technologies. Tracks4Africa is listed as an emerging player. Navman is listed as a regional player.
Does Hema Maps have an API?
No public API is recorded for Hema Maps.
What industry is Hema Maps in?
Hema Maps's product category is Mapping and Navigation Products. Its primary akta.pro industry code is BPAMANAC, Geocoding, Search & Place Data Platforms, with a secondary code of CRAMAAAI, Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail. Its NAICS code is 56152 and its SIC code is 5110.