Sunrise Medical - Australia/NZ

What Sunrise Medical - Australia/NZ does

Sunrise Medical Australia Pty Ltd. is the Australia and New Zealand operating subsidiary of Sunrise Medical Group, a global mobility and assistive technology company. The entity, founded in 1983 and headquartered at 11 Daniel Street, Wetherill Park, NSW, distributes a comprehensive multi-brand portfolio of wheelchairs, powered wheelchairs, seating and positioning systems, power-assist devices, mobility scooters, and everyday living aids. The portfolio spans 15+ brands including QUICKIE, RGK, ZIPPIE, BREEZY, JAY, SWITCH-IT, EMPULSE, STERLING, Leckey, Whitmyer, Symmetrikit, Magic Mobility, and GEMINO, covering manual to power, pediatric to adult, and everyday to high-performance sports applications.

The product portfolio is anchored by proprietary technologies including JAY Cryo Fluid seating for pressure and temperature management, SEDEO seating platforms (ERGO, PRO, LITE), the LiNX programmable control system, alternative drive controls (head arrays, CTRL+5 with voice activation), and ultra-lightweight carbon/titanium wheelchair frames (QUICKIE Nitrum, RGK Sub4 sub-4kg range). The Built-4-Me program provides bespoke custom wheelchair configurations, while clinical education is delivered through the Education in Motion platform and STEPS training program for healthcare professionals.

Revenue is generated through hardware sales of mobility equipment via an exclusive authorized dealer network across Australia and New Zealand, with no direct-to-consumer online sales channel. Pricing is dealer-discretionary and quote-based for custom configurations; standard products carry no public list pricing. The company serves five primary segments: individuals with mobility disabilities, prescribing healthcare professionals, children requiring pediatric mobility solutions, athletes and active wheelchair users, and healthcare facilities. The local entity operates with a lean 5-employee staff focused on coordination, marketing, and clinical education rather than manufacturing or direct sales.

Name

Sunrise Medical - Australia/NZ

Legal name

Sunrise Medical Australia Pty Ltd.

Website

https://sunrisemedical.com.au

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Sunrise Medical Australia/NZ distributes a multi-brand portfolio of wheelchairs, powered wheelchairs, seating systems, and mobility aids exclusively through an authorized dealer network across Australia and New Zealand, serving individuals with disabilities, healthcare professionals, and healthcare facilities.

Ownership category

akta.pro rank

Product category

Mobility Equipment

NAICS

Surgical Appliance and Supplies Manufacturing (339113)

SIC

Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)

akta.pro primary industry

Mobility Aids (Wheelchairs, Scooters, Walkers, Canes) (HLAHAMAA)

akta.pro secondary industries

Mobility Device Sales, Rental & Service (Wheelchairs, Scooters, Walkers) (HSABAKAC), Sports & Active Rehabilitation Devices (Adaptive Sports Mobility, Performance Prosthetics) (HLAHAMAJ)

Keywords

• Mobility equipment
• Wheelchair manufacturing
• Assistive technology
• Powered mobility
• Pediatric seating

Headquarters

HQ city

Wetherill Park

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Mobility Equipment Sales: Direct sales of wheelchairs (manual, power, sports), mobility scooters, seating systems, and mobility aids through dealer network. Primarily one-time hardware purchase model with various customization options.
2. Aftermarket Parts and Accessories: Replacement parts, accessories, and options for existing products sold through the same dealer network

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Sunrise Medical Australia/NZ manufactures and distributes wheelchairs, powered wheelchairs, mobility scooters, seating and positioning systems, power assist devices, sports wheelchairs, and everyday living aids under brands including QUICKIE, RGK, ZIPPIE, BREEZY, JAY, SWITCH-IT, Empulse, STERLING, Leckey, Whitmyer, Symmetrikit, Magic Mobility, and GEMINO. Products are sold exclusively through authorized dealers across Australia and New Zealand and complemented by the Built-4-Me bespoke wheelchair customization program and clinical education platforms such as STEPS Training and Education in Motion.

Product overview

Sunrise Medical Australia/NZ offers a comprehensive portfolio of mobility products organized into distinct brand families. The core wheelchair offerings include manual wheelchairs (RGK premium ultra-lightweight, QUICKIE lightweight/sports/tilt-in-space, ZIPPIE pediatric, BREEZY standard), powered wheelchairs (QUICKIE adult powered, ZIPPIE pediatric powered, Switch-It electronics), and specialized Seating solutions (JAY cushions/backrests/positioning, WHITMYER headrests, LECKEY pediatric seating/standers, SYMMETRIKIT postural care). Additional product lines cover Power Assist devices (EMPULSE), Mobility Scooters (STERLING), everyday Living Aids (BREEZY Everyday), Sports wheelchairs (RGK Sports), and gait training products (LECKEY walking, MyWay+). The company also provides customization services through Built-4-Me, professional training via Clinical Wheelchair Training/STEPS, and clinical education through Education in Motion. The Magic Mobility brand offers all-terrain power wheelchairs. This multi-brand architecture allows Sunrise Medical to serve diverse mobility needs from pediatric early intervention through adult active lifestyle and bariatric requirements.

Differentiator

Problem solved

Functional benefit

Products and services

• RGK Premium Ultra-Lightweight Manual Wheelchairs Premium ultra-lightweight rigid and folding manual wheelchairs for active daily use, including RGK Hi Lite, Octane Sub4, Octane FX, Tiga, Tiga FX, Tiga Jnr, and Veypr Sub4 models with carbon fiber and titanium frame options for weight optimization. Sold to individuals with mobility disabilities through authorized dealers across Australia and New Zealand.
• QUICKIE Adult Manual Wheelchairs Lightweight, sports, tilt-in-space, and heavy-duty adult manual wheelchairs including QS5 X, Nitrum, Nitrum Hybrid, Xenon², Xenon² Dual, Xenon² SA, 5R, QRi, GP/GPV, M6, 2, QXi, Access, Iris, and SR45 models.
• ZIPPIE Pediatric Manual Wheelchairs Children's manual wheelchairs including Easy Go, Iris, Zone, X'Cape, TS, iXpress, and early intervention strollers such as Voyage, designed for pediatric mobility with growth-adjustable features.
• BREEZY Standard Manual Wheelchairs Standard and tilt-in-space manual wheelchairs including Carbon ultra-light foldable transport chair, BasiX², RubiX² XL, EC Series, Cirrus G5, and RelaX² for everyday use and dependent mobility needs.
• QUICKIE Adult Powered Wheelchairs Adult powered wheelchairs including Q50 R Carbon foldable, Q700-UP Series, Q700 Series, Q500 Series, Q300 Series Mini, and Q200/Q100 Series with SEDEO ERGO, SEDEO PRO, and SEDEO LITE seating systems.
• ZIPPIE Pediatric Powered Wheelchairs Children's powered wheelchairs including the Q300 M Mini Kids with specialized pediatric power options and seating configurations for young users.
• SWITCH-IT Drive Controls and Electronics

Named customers4 records

Segments5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature7 records

Partnerships

One partnership is on record.

• Magic MobilitycoreChannel Partner/ Reseller/ DistributorMagic Mobility is an Australian-based brand specializing in outdoor and all-terrain power wheelchairs. The brand is part of the Sunrise Medical portfolio and distributed through the same dealer network.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Invacare: Global manufacturer of manual and power wheelchairs, seating and home medical equipment distributed through dealer networks worldwide. Competes head-to-head with Sunrise Medical across the standard and lightweight manual wheelchair and powered wheelchair categories.
• Karma Medical: Taiwan-based manufacturer of manual and power wheelchairs with established Australian distribution. Competes primarily in the standard and lightweight manual wheelchair categories against Sunrise Medical's BREEZY and entry-level QUICKIE products through value-tier positioning.
• Etac: Swedish-based developer and manufacturer of wheelchairs, seating, walking aids and patient handling equipment, including the Convaid and R82 pediatric brands. Overlaps Sunrise Medical on pediatric mobility (R82 vs. ZIPPIE/Leckey/Symmetrikit), manual wheelchairs and rollators (Gemino).
• Ottobock: German-based global DME and prosthetics manufacturer with a dedicated wheelchair and rehab portfolio including the Invacare-era product line and proprietary seating/seating-controls technology. Competes directly with Sunrise Medical in pediatric seating (Leckey), power-assist and high-end manual wheelchairs.
• Permobil: Swedish-based global manufacturer of power wheelchairs, manual wheelchairs and seating & positioning products with strong ANZ presence. Direct competitor across Sunrise Medical's QUICKIE powered, JAY seating and pediatric lines, targeting the same clinician-prescribed mobility segment.
• Pride Mobility: US-based manufacturer of power chairs, mobility scooters and lift chairs sold through dealer networks globally. Competes most directly with Sunrise Medical's STERLING mobility scooter and QUICKIE powered wheelchair ranges in ANZ retail and aged-care channels.

Regional players

• Aidacare: Major Australian DME distributor and manufacturer with deep NDIS and aged-care channel presence, including its own Aspire wheelchair and seating brand. Closest ANZ-specific competitor on dealer-channel dynamics and NDIS-funded categories.
• Independence Australia: Australian DME distributor and NDIS provider offering wheelchairs, seating, scooters and daily-living aids. Competes with Sunrise Medical in NDIS-funded categories through direct and dealer-supported channels within ANZ.

Broad incumbents

• Drive DeVilbiss Healthcare: Large diversified global manufacturer and distributor of DME including wheelchairs, rollators, mobility scooters and bathroom aids. Competes most directly with Sunrise Medical's BREEZY Everyday living aids, GEMINO rollators and STERLING scooter lines through broad portfolio distribution.

Emerging players

• Shoprider: Australian-headquartered mobility scooter specialist with established ANZ dealer presence. Competes directly with Sunrise Medical's STERLING scooter range in the consumer/aged-care mobility scooter segment, often at more accessible price points.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/sunrisemedical
• YouTubeyoutube.com/playlist?list=PLspmTzbkLHV0nREPO0Coksqfkpu6WGres
• Facebookfacebook.com/SunriseMedical.AU
• LinkedInlinkedin.com/company/sunrise-medical-australia-nz

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

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 Sunrise Medical - Australia/NZ