Mat Baxter’s latest venture is punk healthcare

Hal Crawford

July 10, 2025 8:00

While living in New York at the start of the Covid pandemic, Mat Baxter crashed on black ice, rolling his car eight times. He broke his neck in three places, shattered his jaw, lost teeth and snapped an arm. Then he recuperated alone for 12 weeks while trying to run global consultancy Huge as its new CEO.

That was a turning point for one of the most divisive and accomplished figures in Australian media. After those 12 weeks, Baxter knew he was on a different path.

That path has led him to this moment: a home in Australia, a resolution to never work for anyone else again, and an equity stake in a start up that wants to revolutionise health care.

Mat Baxter

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Hal Crawford

Crawford has worked across news media over a 30-year career, including running Ninemsn editorial in Sydney (editor-in-chief and publisher) and the TV3 newsroom in Auckland (chief news officer).

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