How HITIQ’s PROTEQT™ Is Poised to Transform Canadian Hockey Safety
HITIQ Limited has launched its PROTEQT™ concussion management system in North America, securing exclusive Canadian distribution rights and initiating a dual-channel market strategy targeting hockey’s vast ecosystem.
- Exclusive Canadian distribution partnership with Rick Shultz
- Dual-channel approach serving institutional and consumer hockey markets
- Immediate commercial traction with founding orders and pilot programs
- Production capacity scaling to 100,000 units in 2026
- Strategic positioning in the world’s second-largest hockey market
Strategic North American Launch
HITIQ Limited (ASX, HIQ) has taken a significant step in expanding its footprint by launching its PROTEQT™ concussion management system in North America. Central to this strategy is the appointment of Rick Shultz as the exclusive distributor for PROTEQT™ across Canada, with non-exclusive rights in the United States. This move leverages Shultz’s deep-rooted connections within Canadian hockey, spanning grassroots to elite levels, positioning PROTEQT™ for rapid adoption in a market renowned for its commitment to player safety.
Dual-Channel Distribution Model
The distribution strategy is notably comprehensive, targeting both institutional and consumer channels. Institutional clients include teams, leagues, and hockey organisations that can deploy PROTEQT™ across their programs, enhancing concussion management at an organisational level. Simultaneously, individual players and families can access the technology directly, ensuring protection even where team-wide adoption is not yet established. This dual approach allows HITIQ to address the full spectrum of the Canadian hockey market, from community leagues to elite development pathways.
Market Opportunity and Momentum
Canada’s hockey market, with over 600,000 registered players, is the world’s second-largest and boasts a strong culture of safety and concussion awareness. The partnership has already generated immediate commercial momentum, evidenced by founding orders and the deployment of a pilot program at elite hockey levels. These early indicators validate PROTEQT™’s relevance and effectiveness in competitive environments where concussion prevention is paramount.
Production and Growth Outlook
To support this expansion, HITIQ is scaling its manufacturing capacity to 100,000 units in 2026, ensuring it can meet anticipated demand across Canada and broader North America. The distribution agreement is structured to foster sustainable, long-term growth with ambitious multi-year targets. This foundation not only secures revenue streams but also establishes a reference market for potential expansion into collegiate and professional leagues across the continent.
Leadership and Strategic Impact
Executive Chair Earl Eddings highlighted the significance of Rick Shultz’s appointment, emphasizing the distributor’s credibility and network as critical to unlocking the Canadian market. Shultz himself expressed confidence in PROTEQT™ as a breakthrough technology that meets the evolving needs of hockey organisations and players. The partnership exemplifies HITIQ’s broader global expansion ambitions, combining proven technology with strategic market access to accelerate adoption and impact.
Bottom Line?
HITIQ’s Canadian distribution deal sets the stage for broader North American growth, but US market traction remains a key watchpoint.
Questions in the middle?
- How quickly will PROTEQT™ penetrate the US hockey market given non-exclusive rights?
- What financial impact will the Canadian partnership have on HITIQ’s revenue in 2026?
- Will the pilot program results drive wider institutional adoption across other contact sports?