Hayley Wickenheiser Encourages Athletes ‘Game’ for Brain Health

TORONTO, ON (November 19, 2018) – The Canadian Tire World Female Hockey Festival

(“Canadian Tire WickFest”) has signed a multi-year partnership agreement with Highmark Interactive (“Highmark”), which asks that all WickFest athletes (12+) use Highmark’s mobile tool, EQ - Active Brain Tracking (EQ), to assist with the ongoing battle against concussions.

The Highmark application, EQ, uses fun games to build a healthy range for brain activity for athletes before and during a season. Then if a worrisome collision or hit occurs, a player takes a ‘point of collision test,’ that can be compared against the athlete’s healthy history. This information can be used by parents, coaches, physicians, trainers and athletes, to help make more data driven decisions around concussions. EQ is listed as a Class II 510(k) exempt medical device with the FDA, is clinically derived and backed by an industry leading medical advisory board.

This year the Canadian Tire WickFest included, in the event registration fee, a one-year license of EQ for each participating athlete (12+). Participants are encouraged to download and play the EQ application multiple times prior to stepping on the ice. With their healthy range established, coaches, trainers, parents and event staff can assess or monitor for changes at any point throughout their athletic year, or after a collision when there is concern for a possible injury.

“I take brain health incredibly seriously,” says four-time Olympic gold medalist, Hayley Wickenheiser. “I know first-hand the dangers of concussions and I’ve lost very close friends to brain injury and mental health ailments. The objective of Canadian Tire WickFest has always been to develop the complete human being, not just the hockey player. Partnering with Highmark, a leading Canadian Medtech company, and encouraging our thousands of athletes to use EQ continues our mission toward that objective. It is paramount to understand an athlete’s healthy brain activity and then to assess it post collision. Proper treatment and protocol following a potential concussion goes a long way in the recovery of the brain and allows for proper healing of the brain and a safe return-to-play timeline.”

Dr. Sanjeev Sharma, Co-Founder and Executive Chairman of Highmark Interactive says, “We are incredibly proud to sign a partnership agreement with one of the largest female hockey events in the world. Hayley and her team understand the importance of brain health and they support the work we are doing in the areas of traumatic brain injuries and concussions. I truly believe that our relationship with such high-profile athletic organizations and their thousands of athletes will help us continue to further our cause in the battle against concussions.“

About Highmark Interactive

Highmark Interactive is a Canadian medical technology company with a focus on assessing neurological functional performance and how it is affected after concussions and other traumatic brain injuries and diseases. Founded in 2017, Highmark’s mission is to use engaging, mobile-focused games that test a variety of neurologic functions to facilitate a more accurate physician assessment.

You can download “EQ Active Brain Tracking” for iOS and Android on the App Store and Google Play store.

EQ for iOS

EQ for Android


About Canadian Tire Wickenheiser World Female Hockey Festival

Canadian Tire WickFest, is a multi-city international Hockey Festival, and a dream come-to-life for six-time Olympian Hayley Wickenheiser. Thousands of athletes compete and connect while building positive female hockey experiences and healthy living across all levels. Further details at: www.wickfest.com.

Follow the tournament on Facebook and Twitter using #ctwickfest.

For further information, or to request an interview:

Trevor Beckman



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