Memphasys Lands Exclusive $325K Middle East Deal to Accelerate Felix™ Adoption
Memphasys has inked a five-year exclusive distribution agreement with Middle East leader ITL, unlocking a $325,000 initial order for its Felix™ fertility system upon CE Mark approval. This deal opens access to 15 countries and over 350 IVF clinics, setting the stage for rapid regional adoption.
- Five-year exclusive distribution deal with ITL across 15 MENA countries
- Initial binding order of A$325,000 triggered by CE Mark approval
- Access to ~353 clinics performing 140,000 IVF cycles annually
- ITL to provide promotion, training, and after-sales support
- Advanced negotiations underway in New Zealand, Japan, and India
Strategic Partnership Unlocks Middle East Market
Memphasys Limited (ASX – MEM) has taken a significant step forward in commercialising its Felix™ male fertility sperm preparation system by signing a five-year exclusive distribution agreement with International Technical Legacy (ITL), a dominant player in the Middle East and North Africa (MENA) IVF market. This partnership grants ITL exclusive rights across 15 countries, representing a network of approximately 353 clinics performing around 140,000 IVF cycles annually.
The deal includes an initial binding order valued at A$325,000, automatically triggered upon CE Mark approval; a critical regulatory milestone expected within the next 12 months. Notably, ITL will receive 10 Felix™ consoles free of charge to facilitate rapid adoption among new clinics, underscoring Memphasys’ commitment to scaling its footprint swiftly.
Revenue Visibility and Recurring Model
Beyond the initial order, the agreement sets a framework for ongoing revenue through staged payments and annual minimum purchase obligations. After the first two years, pricing and order volumes will be reviewed, paving the way for a scalable recurring revenue model aligned with Felix™’s razor-and-blade consumables strategy. This approach provides Memphasys with both near-term revenue certainty and upside potential should demand exceed forecasts.
ITL’s established presence and clinical expertise in the region are expected to accelerate Felix™’s market penetration. The partnership extends beyond traditional distribution, with ITL actively promoting the technology, training clinicians, and providing after-sales support; critical factors for adoption of novel medical devices in a competitive IVF landscape.
Broader Commercialisation Strategy and Global Ambitions
Memphasys is simultaneously advancing negotiations for similar volume-based agreements in New Zealand, Japan, and India, aiming to diversify revenue streams and reduce reliance on any single market. This dual-track strategy; combining partner-led distribution in MENA with direct sales in other key regions; reflects a sophisticated approach to de-risking commercial rollout while building early cash flow and clinical advocacy.
CEO Dr David Ali highlighted the strategic importance of the ITL partnership, emphasizing the immediate pathway to market and the potential for long-term recurring revenues. Meanwhile, ITL’s Chairman, Madame Raffia Fekri, expressed confidence in Felix™’s innovative technology and its ability to disrupt existing sperm preparation techniques, benefiting families and clinicians across the region.
Looking Ahead
With CE Mark approval pending, Memphasys and ITL are already preparing the market through education and awareness campaigns to ensure a smooth and rapid launch. The company’s refreshed commercialisation strategy, announced earlier this year, is now gaining tangible momentum, positioning Felix™ for growth across multiple international markets in FY2026 and beyond.
Bottom Line?
Memphasys’ exclusive Middle East deal marks a pivotal step toward global expansion, with regulatory approval and further partnerships set to define its growth trajectory.
Questions in the middle?
- When exactly will the CE Mark approval be granted, and how might delays impact revenue timing?
- How quickly will ITL’s network adopt Felix™, and what are the key barriers to rapid uptake?
- What terms and scale can be expected from the advanced negotiations in New Zealand, Japan, and India?
