SONIC HEARING LIMITED
Sonic Equipment is an Australia- and New Zealand-based distributor of audiological diagnostic equipment, holding exclusive distribution rights for brands such as Amplivox, GSI, Inventis, MedRx, and Maico. It serves audiologists, ENT specialists, occupational health providers, and private hearing healthcare practices across both countries, supplementing hardware sales with calibration, training, and proprietary EMR-connected software.
- Company typePrivate
- Founded1999
- HeadquartersAustralia, Australia
- Headcount1–10
- GTM typeB2B
- OfferingHardware or Manufacturing
What SONIC HEARING LIMITED does
SONIC HEARING LIMITED, operating commercially as Sonic Equipment, is an Australian audiology equipment distributor legal entity Audmet Australia Pty Ltd, founded in 1999 and operating as an affiliate of the William Demant Group. From its base in Purley, Surrey, the company serves the Australian and New Zealand markets exclusively, functioning as the sole importer and exclusive distributor for multiple international diagnostic equipment manufacturers including Amplivox, Grason Stadler (GSI), Inventis, MedRx, Maico, Otodynamics, Intelligent Hearing Systems, Luxamed, Balcare, Biomed, Difra, and FlexVRA. Its portfolio spans the full clinical spectrum from screening audiometers to advanced diagnostic systems, including tympanometers, OAE (Otoacoustic Emissions) and ABR (Auditory Brainstem Response) equipment, video head impulse testing devices (VHIT), BPPV positioning chairs, and otoscopes, complemented by Amplivox Amplisuite and Audibase proprietary software for audiometric data management with EMR connectivity to Noah, Auditbase, GDT, and OtoAccess systems. The company also distributes consumables, Assistive Listening Devices, hearing protection products (Earasers), and sound therapy devices (Sound Oasis).
The business operates on a B2B sales-led distribution model, generating revenue primarily through hardware sales of diagnostic equipment, consumables, and accessories, supplemented by professional service revenue from calibration, servicing, troubleshooting, and repair work. Pricing is exclusively quote-based, with no public disclosure. The company employs six people and monetizes its scale through exclusive distribution contracts rather than proprietary manufacturing. Customer-facing touchpoints include a freecall number (1800 639 263), direct enquiry forms on its website for specific product categories (Mini Booth, PAE, Repair, Consumables), and digital channels including LinkedIn, YouTube, and a content-rich website.
Sonic Equipment serves a diversified clinical customer base across Australia and New Zealand, with primary segments including audiologists and hearing healthcare professionals, ENT (Ear, Nose, Throat) specialists, occupational health professionals running hearing conservation programs, private practitioners, and schools and primary care/GP practices conducting hearing screenings. The company supports its installed base through accredited webinar-based education delivered by its Chief Audiologist, covering topics such as speech mapping, tinnitus assessment, acoustic reflex testing, cochlear dead regions, and frequency lowering technology. The William Demant Group affiliation provides parent-level capital, supplier relationships, and cross-entity data sharing for product and service enhancement.
SONIC HEARING LIMITED firmographics
Firmographics- Name
- SONIC HEARING LIMITED
- Legal name
- Audmet Australia Pty Ltd
- Website
- https://sonici.com.au
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Sonic Equipment is an Australia- and New Zealand-based distributor of audiological diagnostic equipment, holding exclusive distribution rights for brands such as Amplivox, GSI, Inventis, MedRx, and Maico. It serves audiologists, ENT specialists, occupational health providers, and private hearing healthcare practices across both countries, supplementing hardware sales with calibration, training, and proprietary EMR-connected software.
- Ownership category
- akta.pro rank
SONIC HEARING LIMITED industry classification
Industry- Product category
- Audiology Diagnostic Equipment Distribution
- SIC
- Wholesale-Medical, Dental & Hospital Equipment & Supplies (5047)
- akta.pro primary industry
- Audiology & Hearing Diagnostic Centers (HLAFAKAH)
- akta.pro secondary industries
- Audiology & Hearing Services (ENT-Affiliated) (HLAKAMAI), Noise & Vibration Exposure Monitoring (Hearing Conservation) (EUAHAGAC)
Keywords
Where SONIC HEARING LIMITED is headquartered
LocationHeadquarters
- HQ city
- Australia
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
SONIC HEARING LIMITED business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D
Revenue model
- Diagnostic Equipment Distribution: Sonic Equipment distributes a comprehensive range of audiological diagnostic equipment including audiometers, tympanometers, OAE/ABR systems, and software solutions from multiple international brands including Amplivox, GSI, Inventis, MedRx, Maico, and others. They are the sole importer and exclusive distributor for several major diagnostic equipment manufacturers.
- Consumables and Accessories: Distribution of consumables, Assistive Listening Devices (ALDs), and accessories for audiology practices and hearing healthcare professionals.
- Calibration and Servicing: Technical support services including calibration, servicing, troubleshooting, and repair services for equipment.
- Training and Education: Accredited webinars presented by the Chief Audiologist and bespoke training sessions for customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Contact-based pricing for equipment purchases |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
SONIC HEARING LIMITED product offering
Product offeringCore offering
Sonic Hearing Limited, trading as Sonic Equipment, distributes a comprehensive range of audiological diagnostic equipment and consumables from multiple international manufacturers to audiology professionals, ENT specialists, occupational health providers, and educational institutions across Australia and New Zealand. The company supplies diagnostic instruments including audiometers, tympanometers, OAE/ABR systems, and vestibular assessment devices, alongside supporting software, calibration services, and professional training programs.
Product overview
Sonic Equipment is a distributor of audiological equipment, offering a complete range of clinical solutions for hearing diagnostics. The portfolio includes diagnostic equipment across multiple technology levels from brands including Amplivox (audiometers and tympanometers), MedRx (wireless audiometers and REM systems), Grason Stadler/GSI (clinical EP/OAE systems), Inventis (video head impulse testing), Balcare (BPPV positioning chairs), and Luxamed (otoscopes and ear lights). Software products include Amplivox Amplisuite (audiological data management with EMR connectivity to Noah, Auditbase, GDT, and OtoAccess) and Amplivox Audibase (audiometric database software for EMR storage). Additional offerings include consumables, earplugs (Earasers), and sound therapy products (Sound Oasis). The company serves ENT experts, hearing aid dispensers, private practitioners, and hearing healthcare professionals in Australia and New Zealand.
Differentiator
Problem solved
Functional benefit
Products and services
- Amplivox 270+ Diagnostic Audiometer
Companies that use SONIC HEARING LIMITED
Customer profileSegments5 records
Ideal customer profiles4 records
SONIC HEARING LIMITED technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature3 records
SONIC HEARING LIMITED partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and supporting.
- William Demant GroupcoreSonic Equipment is part of the William Demant Group, a global hearing healthcare company. The company shares data with affiliated companies within the William Demant Group for product development, service enhancement, and business operations. They refer to the William Demant Group annual report for details on affiliated companies. The parent company is headquartered in Denmark.
- AmplivoxcoreAmplivox is a UK-based manufacturer of audiometric equipment. Sonic Equipment is the Australian distributor for Amplivox products including the Otowave tympanometer range, Model 116-270+ audiometers, and Amplisuite/Audibase software solutions.
- Grason Stadler (GSI)coreSonic Equipment distributes GSI (Grason Stadler) products including the Audera Pro versatile clinical EP/OAE system.
- InventiscoreSonic Equipment distributes Inventis products including the Synapsis video head impulse testing system that operates without the need for goggles.
- MedRxcoreSonic Equipment distributes MedRx products including the AWRC Wireless Audiometer & Wireless REM Combination system.
- Maico DiagnosticscoreSonic Equipment distributes Maico Diagnostics products in the Australian market.
- Intelligent Hearing SystemssupportingSonic Equipment distributes Intelligent Hearing Systems products for auditory testing solutions.
- OtodynamicssupportingSonic Equipment distributes Otodynamics products for OAE testing solutions.
- LuxamedsupportingSonic Equipment distributes Luxamed products including Earlight and Otoscope devices.
- BalcaresupportingSonic Equipment distributes Balcare products including the Rotundum Positioning Chair for BPPV diagnosis and treatment.
- BiomedsupportingSonic Equipment distributes Biomed audiology equipment products.
- DifrasupportingSonic Equipment distributes Difra audiology equipment products.
- FlexVRAsupportingSonic Equipment distributes FlexVRA (Flex Visual Reinforcement Audiometry) products.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
SONIC HEARING LIMITED competitors and assessment
Company assessmentBroad incumbents
- Cochlear Limited: Australia-headquartered global leader in implantable hearing solutions (cochlear implants, bone conduction). Overlaps with Sonic in serving Australian audiologists and ENT specialists with diagnostic and surgical hearing products as part of a broader hearing-healthcare portfolio.
- Starkey Hearing Technologies: US-based global hearing aid manufacturer with distribution into Australia and New Zealand. Overlaps with Sonic in serving the same audiology and ENT specialist customer base with both hearing aids and diagnostic instruments.
- WS Audiology (Signia): Global hearing aid manufacturer formed from Sivantos and Widex, with ANZ distribution for Signia and Widex brands. Competes with Sonic for the audiology practice channel by supplying hearing aids and associated diagnostic equipment across the region.
- Widex: Danish hearing aid manufacturer (now part of WS Audiology) with Australian/New Zealand distribution. Competes with Sonic for audiology practice business across hearing aids and complementary diagnostic equipment.
Regional players
- Getz Healthcare: Asia-Pacific medical device distributor with presence in Australia and New Zealand. Comparable regional multi-brand distribution model targeting hospitals and clinicians, though portfolio is broader than Sonic's audiology focus.
Others
- MedRx Inc. US-based manufacturer of audiology diagnostic equipment (audiometers, real-ear measurement, video otoscopy). Currently a key supplier/partner distributed by Sonic in Australia/NZ, and a useful comparator for product-portfolio scope and channel strategy.
- Amplivox: UK-based manufacturer of audiometric and tympanometric equipment and Amplisuite/Audibase software. Sonic's principal audiology-equipment supplier and a comparable specialist OEM in the same product category Sonic distributes.
Direct peers
- Device Technologies Australia: One of Australia's largest specialty distributors of medical equipment and consumables. Comparable regional medical-device distribution model with multi-brand exclusive distribution rights, broad hospital/clinic customer base, and value-added service offerings.
- GN Hearing Australia (ReSound): Australian arm of GN Store Nord's hearing division (ReSound, Beltone, Interton). Directly competes with Sonic in distributing hearing aids and diagnostic equipment to audiologists and clinics across Australia and New Zealand.
- Sonova Australia: Australian distribution arm of Sonova AG (Phonak, Unitron). Directly competes with Sonic for audiology practice business in Australia and New Zealand by supplying hearing aids and related diagnostic equipment through its own sales channels.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
SONIC HEARING LIMITED social profiles
Digital presenceSONIC HEARING LIMITED compliance and trust
Trust signalCompliance1 record
SONIC HEARING LIMITED financial estimates
Financial estimateRevenue estimate
Valuation estimate
SONIC HEARING LIMITED leadership team
Management profileNumber of profiles
Profiles1 record
SONIC HEARING LIMITED funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SONIC HEARING LIMITED 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 SONIC HEARING LIMITED
What does SONIC HEARING LIMITED do?
Sonic Hearing Limited, trading as Sonic Equipment, distributes a comprehensive range of audiological diagnostic equipment and consumables from multiple international manufacturers to audiology professionals, ENT specialists, occupational health providers, and educational institutions across Australia and New Zealand. The company supplies diagnostic instruments including audiometers, tympanometers, OAE/ABR systems, and vestibular assessment devices, alongside supporting software, calibration services, and professional training programs.
Is SONIC HEARING LIMITED a public or private company?
SONIC HEARING LIMITED is a private company. It is classified as corporate owned and is currently operating.
When was SONIC HEARING LIMITED founded?
SONIC HEARING LIMITED was founded in 1999. It employs 1 to 10 people.
Where is SONIC HEARING LIMITED based?
SONIC HEARING LIMITED is headquartered in Australia, Australia, in the Oceania region.
How does SONIC HEARING LIMITED make money?
Four revenue lines are on record. Diagnostic Equipment Distribution is the primary driver. The others are consumables and Accessories, calibration and Servicing and training and Education.
Who are SONIC HEARING LIMITED's main competitors?
Broad incumbents on record are Cochlear Limited, Starkey Hearing Technologies, WS Audiology (Signia) and Widex. Getz Healthcare is listed as a regional player. Others are MedRx Inc. and Amplivox. Direct peers are Device Technologies Australia, GN Hearing Australia (ReSound) and Sonova Australia.
Does SONIC HEARING LIMITED have an API?
No public API is recorded for SONIC HEARING LIMITED.
What industry is SONIC HEARING LIMITED in?
SONIC HEARING LIMITED's product category is Audiology Diagnostic Equipment Distribution. Its primary akta.pro industry code is HLAFAKAH, Audiology & Hearing Diagnostic Centers, with a secondary code of HLAKAMAI, Audiology & Hearing Services (ENT-Affiliated). Its SIC code is 5047.