SOURCE: HearAtLast Holdings, Inc.

August 25, 2009 10:04 ET

HearAtLast Eliminates Costly Overheads and Focuses on Increased Profitability

MISSISSAUGA, ON--(Marketwire - August 25, 2009) - HearAtLast Holdings, Inc. (PINKSHEETS: HRAL), a leading provider of suitable affordable solutions to clients with hearing needs in the billion dollar hearing loss market, announced today that through the addition of Louis Isabella; CFO; and the Evans Martin group, the Company has identified several significant cost cutting measures.

The new direction of HearAtLast Holdings, Inc. sees dramatic reductions in operating costs across the board. Restructuring at the corporate level will enable HearAtLast to successfully reduce management monthly expenses by approximately $240,000 without diminishing the team or duties of management.

With the new revenue and community outreach model developed by Robert J. Oswald and Pierre LaFontaine now in place, the clinic operating expenses have also been reduced by $20,000-$30,000 per clinic or upwards of $500,000 annually moving forward. "These resources can now be channeled into marketing and brand awareness, let alone the bottom line," states Louis Isabella; CFO. "We as a company and management team have simply assumed more responsibility at all levels of the operation, thus creating a break-even point and profitability well ahead of previous forecasts thus increasing shareholder value."

About HearAtLast

HearAtLast Holdings, Inc. is a Nevada corporation that owns and operates its wholly-owned subsidiary of hearing stores co-located within select Wal-Mart stores throughout Canada. Their chain of hearing stores specializes in the sale of digital hearing aids and testing services. The Company is the affordable hearing solution for Canadians, combining the most sought after retail space in North America with convenience and location. HearAtLast provides State of the Art Hearing Testing and Dispensing services to individuals with all types of measurable hearing loss.

HearAtLast facilities sell a selection of high quality brand name hearing aids and also offer complimentary screening tests, clinical hearing tests, high end ear buds and assistive listening devices. The Company's mission is to consolidate the highly fragmented hearing services industry while providing unparalleled service to the estimated 30+ million hearing impaired individuals throughout North America. After a prescription is approved, the independent on-site audiologists and hearing aid practitioners at HearAtLast utilize a refined process to dispense the latest in Name Brand digital hearing aids.

For more information please visit www.hearatlast.com

Safe Harbor

Statements about the Company's future expectations and all other statements in this press release other than historical facts, are "forward-looking statements" within the meaning of Section 27A of the Securities Act of 1933, Section 21E of the Securities Exchange Act of 1934, and as that term is defined in the Private Securities Litigation Reform Act of 1995. The Company intends that such forward-looking statements be subject to the safe harbors created thereby.

The above information contains information relating to the Company that is based on the beliefs of the Company and/or its management, as well as assumptions made by any information currently available to the Company or its management. When used in this document, the words "anticipate," "estimate," "expect," "intend," "plans," "projects," and similar expressions, as they relate to the Company or its management, are intended to identify forward-looking statements. Such statements reflect the current view of the Company regarding future events and are subject to certain risks, uncertainties and assumptions, including the risks and uncertainties noted. Should one or more of these risks or uncertainties materialize, or should underlying assumptions prove to be incorrect, actual results may vary materially from those described herein as anticipated, believed, estimated, expected, intended or projected. In each instance, forward-looking information should be considered in light of the accompanying meaningful cautionary statements herein. Factors that could cause results to differ include, but are not limited to, successful performance of internal plans, the impact of competitive services and pricing and general economic risks and uncertainties.

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