Sonova USA Ends 30-Year Partnership, Terminating Supply Agreement with CQ Partners

Major Shift in Hearing Aid Industry: Customers to Be Directed to Direct Purchasing

Sonova USA Inc., the world's largest hearing aid manufacturer, announced it will terminate its product supply relationship with CQ Partners LLC effective September 13, 2025. This decision is being evaluated as part of the company's strategy to streamline operations.

Transition Process and Customer Impact

Hearing care professionals affected by this change will be able to purchase Phonak and Unitron branded hearing instruments directly from Sonova USA starting Monday, September 15, 2025. The company recommends that customers engage with Sonova account managers before the transition date to avoid supply disruptions.

Key Changes:

  • 30-year business partnership coming to an end
  • No disruption expected in customer services
  • Transition to direct purchasing model
  • Phonak and Unitron products will remain accessible

Who is CQ Partners?

CQ Partners is recognized as the nation's largest network of audiology professionals. The company was formed in 2021 through the merger of Consult YHN and EarQ, positioning itself as a "growth partner, not a buying group".

CQ Partners' Service Areas:

  • Working with private practices, ENT practices, hospitals, and universities
  • Business development support and marketing services
  • Human resources consulting and staffing solutions
  • Training programs and operational excellence

Sonova's Strategic Moves

Greg Guggisberg, Senior Director of National Accounts at Sonova USA Inc., stated: "We value the business relationship we have built with CQ Partners over the past three decades and wish them continued success".

This development is part of Sonova's goal to increase operational efficiency. The company aims to streamline distribution channels while strengthening customer relationships.

Sonova's 2024-25 Performance:

  • Achieved CHF 3.86 billion in sales
  • Recorded 7.6% growth in local currencies
  • Gained market share with Sphere Infinio platform

Industry Positioning

CQ Partners had rejected the "buying group" label in the industry, repositioning itself as a "growth partner". Michael Petrosillo, SVP Marketing at CQ Partners, stated: "The industry label, buying group, has never fit us. We exist to add value and help good practices become great practices".

Recommendations for Customers

What affected customers need to do during this transition:

1.     Engage with Sonova account managers

2.     Complete necessary preparations before September 13, 2025

3.     Begin ordering directly from Sonova USA starting September 15, 2025

This change demonstrates that distribution channels in the hearing aid industry are evolving and manufacturers are trending toward establishing more direct relationships with their customers.