About Instrument Choice

The Instrument Choice Story

Instrument Choice's parent company Synotronics was founded in 2007 to design and manufacture temperature and humidity data loggers. The business founders were scientists with first-hand experience of the needs of laboratories, educational institutions, consultants, businesses, and the science enthusiast community.
In 2007, motivated by a growing desire to better serve customers, Synotronics pioneered online shopping for scientific instruments in Australia with an extended product range and upgraded web presence. The online store was rebranded and further upgraded in 2008 to become Instrument Choice. To date, the business has experienced extraordinary and consistent growth.

Major Milestones
2007: Synotronics formed to manufacture temperature and humidity data loggers
2008: Synotronics expanded its range with the launch of an online store
2009: Synotronics’ online store got another upgrade and became Instrument Choice
2010: Instrument Choice moved to a larger location. With more stock, staff and further growth plans the company had to have more space to continue growing.
2011: A fresh, more user-friendly version of the Instrument Choice website was launched.
2012: Instrument Choice was 1 of 6 finalists in their category of the Telstra Australian Business Awards selected for outstanding growth, community involvement and the quality of their business plans, and internal processes.
2013: Instrument Choice had arrived! We won our category for the Telstra Australian Business Awards!
2017: Instrument Choice won the Customer Service Award at the Community Achievement Awards
2018: Instrument choice was a finalist in the Online Customer Experience of the Year Award at the prestigious Inside Retail Retailer Awards, alongside online juggernauts Appliances Online, Adore Beauty, Showpo and Prezzee Gift Cards.
2019: Instrument choice was a finalist in "Customer Experience of the Year Award" at the national My Business Awards.

Why Instrument Choice?

"Our customers deserve the best products, service, experienced advice along with fantastic backup support; and they need it now - this is the customer experience we deliver every day" - Tyson Grubb (CEO)

Factors that make our service so popular with customers and suppliers are:

  • A comprehensive, popular product range we make readily accessible through a fast and intuitive online store
  • The lowest real cost for our customers – when product life, maintenance, freight, and other factors are considered
  • Rapid response quotes
  • Easy access to the support of qualified scientists who are experts in the applications of scientific instruments
  • Fast, free or cost-effective delivery
  • 30-day free returns;
  • A catch-all Satisfaction Guarantee; and
  • Our culture of pursuing continuous improvement across all aspects of our business.

The Instrument Choice Staff

You can be confident knowing that Scientific Sales Consultants at Instrument Choice have a science-based University degree, as well as working experience in a scientific role.
Instrument Choice’s in-house training ensures our team is helpful, enthusiastic and excited to serve our customers and understand their applications.
When assisting with your projects, our staff will work to thoroughly understand all your requirements and make educated recommendations as to the best way to proceed.

Instrument Choice Supporting the Community

To support the Australian community, every Instrument Choice staff member is encouraged to give blood to the Red Cross Blood Service during work hours. Join us helping to save lives by donating at donateblood.com.au.

Get in touch

Discover for yourself why Instrument Choice is the market leader and the fastest growing online store for scientific instruments.