Tyson Grubb

Instrument Choice
Mentor since 2020

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.

Areas Of Expertise
  • eCommerce
  • Customer Experience Management
  • Digital Marketing- Specifically Search Marketing
  • Bootstrapping growth
Qualifications & Achievements
  • Bachelor of Engineering in Micro & Electronic Engineering
  • Entrepreneurs Organization Adelaide Board Member
  • RMIT Certificate in Customer Experience Strategy & Design
  • Telstra Australian Business Awards Category Winner
  • Community Achievement Awards Winner – Customer Service
  • Inside Retail – Retail Awards Finalist – Online Customer Experience of the year award
  • My Business Awards Finalist – Customer Service Experience of the Year
  • Consistently achieved yearly growth since starting the company
  • Previous SAYES participant - 2005