Emergency Medicine Ultrasound Group (EMUGs)

What Emergency Medicine Ultrasound Group (EMUGs) does

Emergency Medicine Ultrasound Group (EMUGs), founded in 2015 and headquartered in Melbourne, is a volunteer-led not-for-profit clinician community dedicated to advancing Point-of-Care Ultrasound (POCUS) in acute care settings across Australasia. The organisation operates on a 'Profit for Purpose' model, governed by a volunteer Central Council and supported by a small three-person part-time operations team, with the bulk of its teaching, content creation, and event delivery performed by practicing clinicians.

EMUGs' core offering is a multi-format education and credentialing ecosystem for emergency medicine and allied acute-care clinicians. Products include instructor-led workshops (POCUS Fundamentals, Echo Guided Life Support, nerve block and Paediatric POCUS courses), the annual SONIC Conference, the POCUS Hub online learning platform, a free POCUS Passport credentialing resource, and a network membership subscription. Underlying technology consists of a recorded-content library of more than 100 hours, an on-demand learning platform integrated with membership and event ticketing via Humanitix, and supporting content channels including the EMUGs blog, the POCUS Pulse podcast, and regional WhatsApp and Slack peer groups.

Revenue is generated from three streams: tiered annual network memberships (Student A$99, Trainee A$249, Consultant A$349), event and workshop registration fees, and annual sponsorship from medical device and imaging companies including Fujifilm Sonosite, GE Healthcare, and Tristel. The organisation is not externally funded and reinvests 100% of surplus into its mission, with strategic alignment to the Australasian College for Emergency Medicine (ACEM) credentialing standards and a Collaboration Working Group co-developing training and governance resources across the region.

Name

Emergency Medicine Ultrasound Group (EMUGs)

Legal name

Emergency Medicine Ultrasound Group Australia

Website

https://emugs.org

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Medical Education and Training

NAICS

Professional and Management Development Training (61143), Educational Support Services (611710)

SIC

Services-Educational Services (8200), Services-Health Services (8000)

akta.pro primary industry

EMS Education, Training & Simulation Centers (HLAFANAL)

Keywords

• Point-of-care ultrasound training
• Emergency medicine education
• Medical ultrasound courses
• POCUS credentialing resources
• Clinician ultrasound workshops

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Network Membership Subscriptions: Annual subscription model with three tiers (Student A$99, Trainee A$249, Consultant A$349) providing unlimited access to online education content, event discounts, and community access.
2. Event Registration Fees: Revenue generated from in-person workshops, courses (POCUS Fundamentals, EGLS), and the annual SONIC conference. Includes combo course pricing.
3. Not-for-Profit Model: EMUGs is a not-for-profit organization where 100% of profits power the mission to grow and advance POCUS across Australasia.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

EMUGs is a not-for-profit clinician-led community that delivers Point-of-Care Ultrasound (POCUS) education, training, and credentialing resources for emergency medicine and acute care clinicians across Australasia. It sells annual network membership subscriptions, instructor-led hands-on courses (POCUS Fundamentals, EGLS, nerve block, Mastery Retreats), and the annual SONIC Conference, supported by free evidence-based resources such as the POCUS Passport.

Product overview

EMUGs is a not-for-profit organization that serves as a community of volunteer clinicians working to improve patient outcomes through Point-of-Care Ultrasound (POCUS) in acute care settings across Australasia. The organization offers a comprehensive portfolio of educational products and services including instructor-led courses (POCUS Fundamentals, EGLS), annual conferences (SONIC), subscription-based online education through the EMUGs Network Membership and POCUS Hub, free credentialing resources (POCUS Passport), and community platforms (blog, podcast, job board). Their product ecosystem spans in-person workshops, online courses, conferences, and digital resources designed for acute care clinicians from beginners to advanced practitioners.

Differentiator

Problem solved

Functional benefit

Brands

• SONIC: Annual EMUGs Conference - a major POCUS educational and networking event bringing together clinicians from across Australasia
• POCUS Passport
• POCUS Pulse
• EGLS (Echo Guided Life Support)
• POCUS Fundamentals

Products and services

• POCUS Fundamentals Course A 1-day in-person training course covering the fundamentals of Point-of-Care Ultrasound (POCUS), including eFAST and AAA ultrasound, designed to meet ACEM and ASUM credentialing requirements for core ultrasound modalities. Targeted at emergency medicine clinicians and trainees across Australasia.
• EGLS (Echo Guided Life Support) Course A 1-day workshop focused on echo and lung ultrasound for assessing undifferentiated shocked patients at the bedside, teaching a structured EGLS approach to resuscitation. Targeted at emergency physicians and acute care clinicians.
• Fundamentals / EGLS Course Combo A flexible 2-day combined course covering both POCUS Fundamentals and EGLS, allowing clinicians to master core ultrasound basics and progress to managing critically unwell patients in one bundled offering.
• SONIC Conference Annual EMUGs conference featuring hands-on workshops, lectures, networking, and discussions across emergency, acute, and critical care POCUS applications. The 7th annual SONIC titled 'Future in Focus' is scheduled for September 2026 in Noosa, QLD.
• EMUGs Network Membership Annual subscription providing unlimited access to on-demand education including all SONIC recordings, POCUS Management Course recordings, webinar library, event discounts, and community access. Available in Student A$99, Trainee A$249, and Consultant A$349 tiers.
• POCUS Passport Free evidence-based open access resource designed to help clinicians fast track personal and departmental credentialing systems for POCUS practitioners.
• POCUS Mastery Retreat First-of-its-kind advanced retreat for experienced POCUS clinicians featuring two days of expert education, hands-on scanning, discussion, and peer reconnection away from clinical pace.
• Nerve Block Workshop Hands-on ultrasound-guided nerve block workshop covering upper limb, axial, and lower limb blocks for emergency and acute care clinicians.
• Ultrasound Training Probes 3D-printed training probes designed for practicing real-time probe manipulation, available in multiple colors with an optional cardiac sector probe add-on. Designed by Hannah Latta for hands-on POCUS skill development.
• POCUS Advocacy Statement Guidelines and recommendations consolidating the latest POCUS use guidelines, published as open access articles in Emergency Medicine Australasia (EMA) recommending frameworks for developing comprehensive POCUS programs in emergency departments.

Quantifiable outcome

• 3000+ healthcare professionals trained in POCUS across Australasia
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered major, minor and core.

• Fujifilm SonositemajorOthersAnnual sponsor supporting EMUGs events and mission to advance POCUS across Australasia. Fujifilm Sonosite is a leading provider of point-of-care ultrasound systems.
• GE HealthcaremajorOthersAnnual sponsor supporting EMUGs activities. GE Healthcare provides medical technologies and services relevant to POCUS education and practice.
• TristelmajorOthersAnnual sponsor providing support for EMUGs events and community activities. Tristel provides infection control and ultrasound probe disinfection solutions.
• MindrayminorOthersEvent sponsor for specific EMUGs workshops and courses. Mindray provides medical equipment including ultrasound systems.
• ClariusminorOthersEvent sponsor providing support for EMUGs educational events. Clarius manufactures wireless handheld ultrasound scanners.
• Echo NousminorOthersEvent sponsor supporting EMUGs activities. Echo Nous provides ultrasound education and technology solutions.
• ACEM (Australasian College for Emergency Medicine)coreStrategic or Co-development PartnerCollaboration Working Group between ACEM and EMUGs to improve the standard and delivery of ultrasound training and governance in Emergency Medicine Departments throughout Australia and New Zealand. Jointly develops co-branded resources including documents, templates and materials to support ultrasound training and governance.
• PEARLS (Pacific Emergency Ultrasound Programme)coreStrategic or Co-development PartnerInitiative founded by EMUGs members (Dr. Jono Henry, Dr. Louis McLean) to advance POCUS in the Pacific region. Delivers life-saving courses in resource-limited settings including Vanuatu, Papua New Guinea, Tonga, and Kiribati using portable technology, sustainable training models, and ongoing mentorship.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• SonoSim: SonoSim is a commercial ultrasound education platform combining cloud-based simulation with course content for medical schools and clinicians. It is comparable to EMUGs' POCUS Hub and Fundamentals courses as a technology-mediated training alternative.
• Gulfcoast Ultrasound Institute: Gulfcoast Ultrasound Institute is a long-standing US provider of hands-on ultrasound training courses, CME, and registry review. It parallels EMUGs' Fundamentals/EGLS workshop format and SONIC conference as a clinician-focused training destination.
• 123sonography: 123sonography is an Austria-based online ultrasound education provider offering video courses, masterclasses, and certification used by emergency physicians globally. It directly competes with EMUGs' POCUS Fundamentals and online subscription model for clinician learners.
• Australasian Society for Ultrasound in Medicine (ASUM): ASUM is the primary professional body for ultrasound in Australasia and co-credentialing partner for POCUS. It directly overlaps with EMUGs' mission to standardize POCUS practice and offers competing training and credentialing pathways in the same region.
• WINFOCUS (World Interactive Network Focused on Critical Ultrasound): WINFOCUS is the leading international scientific nonprofit dedicated to point-of-care ultrasound education, with global courses, congresses, and certification. It is the closest global analog to EMUGs' clinician-led POCUS education and conference model.
• American Institute of Ultrasound in Medicine (AIUM): AIUM is a multidisciplinary ultrasound education association offering courses, certification, and accreditation. It parallels EMUGs as a membership-driven body setting POCUS standards and providing CME-style training to clinicians.

Broad incumbents

• Butterfly Network: Butterfly Network manufactures handheld ultrasound devices paired with its own educational platform and AI-guided learning. It competes with EMUGs as an integrated device-plus-education ecosystem for POCUS adoption.
• Society of Critical Care Medicine (SCCM): SCCM is a large multidisciplinary critical care society offering critical care ultrasound courses and certification. It overlaps with EMUGs' EGLS course and serves adjacent acute/critical care POCUS learners.

Emerging players

• POCUS Academy: POCUS Academy offers online and live point-of-care ultrasound training tailored to emergency and critical care clinicians. It directly competes with EMUGs for the same learner personas through subscription and course offerings.

Regional players

• Royal College of Emergency Medicine (RCEM): RCEM is the UK professional body for emergency medicine and offers ultrasound training and credentialing frameworks. It is comparable to EMUGs as an emergency-medicine-specific POCUS education and standards body, but operates in a different geography (UK rather than Australasia).

Market position

Strengths5 records

Weaknesses2 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/emugs_
• YouTubeyoutube.com/channel/UCf2WiulrKEk6OAYDKy83qmA
• Facebookfacebook.com/EMUGSTHEPOCUSPEOPLE
• LinkedInlinkedin.com/company/emergency-medicine-ultrasound-groups
• Instagraminstagram.com/emugs_

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Emergency Medicine Ultrasound Group (EMUGs)