Armed with an electronics degree, marketing experience and a family history of entrepreneurship, Tyson Grubb’s goal to build an electronics design business has evolved into an extensive B2B e-commerce retail store. Trading as Instrument Choice in Australia and New Zealand, the company now specialises in environmental and scientific instrumentation, data loggers, analysers, and lab equipment. Clients include government, universities, agriculture, researchers, construction, food production, health as well as the odd consumer.

Tyson has consistently grown the company year on year by focussing on always exceeding customers’ expectations and diversifying the database while improving the digital marketing, improving the value provided and the associated messaging. The vision of Instrument Choice is for our scientists to be able to help customers globally measure anything and measure everything so they can understand their world.

Tyson was a participant in the SAYES Program and Graduated in 2005.