BackHug
BackHug (Pacla Medical Ltd.) is an Edinburgh-based health technology company that sells an MHRA-registered, AI-powered robotic spinal mobilisation device to clinics, gyms, sports teams, corporate workplaces, and care facilities via monthly subscription packages starting from $600, with consumers accessing sessions through partner locations and a smartphone app.
- Company typePrivate
- Founded2019
- HeadquartersEdinburgh, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What BackHug does
BackHug, legally Pacla Medical Ltd., is an Edinburgh-based health technology company founded in 2015 that has developed an AI-powered robotic spinal mobilisation device and is registered with the UK MHRA as a Class I Medical Device. The core product is a hardware device containing 26 human-sized robotic fingers engineered to mobilise the joints along the spine, replicating the techniques of expert physiotherapists. The system is controlled via a Bluetooth-connected smartphone app that supports real-time adjustment of treatment strength, speed, target area, and integrated heat pads, with proprietary patent-protected finger pivot technology adapting the device to each user's unique back shape. Objective outcome measurements come from Back Tension Tracking, validated by a 2025 independent Myovision sEMG study showing a 29% reduction in back stiffness within 10 minutes, and a 2022 Spinemap Validation study using Myoton Pro sensors showing a 376% objective reduction in spinal stiffness.
The company operates a hybrid B2B-plus-channel business model. It sells or leases devices to enterprises — clinics, gyms, sports teams, corporate workplaces, and nursing homes — through monthly subscription packages starting at $600, with installation, onboarding, warranty, and ongoing support included; a hardware purchase option is also available. End-user consumers discover and book sessions through the BackHug mobile app at partner locations, with revenue mechanics including one-off minutes, recurring auto-top-up minutes subscriptions, and per-session payments configured by each partner. Named enterprise customers include the corporate workplace Scor (Head of Compensation & Benefits endorsement) and Upgrade Labs Lake Nona, which reported approximately 100 sessions within its first 10 days of operation. A Mindbody booking-platform integration launched in 2024 and an optional Privacy Booth accessory (200cm x 140cm x 125cm) extend the ecosystem for shared-environment deployments.
Clinical validation and regulatory positioning are central to the company's expansion thesis. BackHug was invented by founder Chongsu Lee, a former Hyundai engineer retrained as a physiotherapist in Edinburgh, and completed a 2025 Edinburgh Parkinson's Pilot study (N=16) demonstrating 25% improvement in gait speed, 50% improvement in sit-to-stand functional leg power, and 65% reduction in chronic pain scores — evidence now supporting an active pursuit of FDA Class II clearance for Parkinson's symptom treatment. The company has raised approximately $2.58M across four funding rounds led by Deepbridge Capital and Crowdcube (2017–2019), operates with 11–50 employees, and is led by CEO Chongsu Lee alongside co-founder Michael Cornell and non-executive director Charles Elliott. Founded-year inconsistency exists across sources (2015 vs 2019); the 2019 incorporation date for Pacla Medical Ltd. is treated as the commercial entity founding here.
BackHug firmographics
Firmographics- Name
- BackHug
- Legal name
- Pacla Medical Ltd.
- Website
- https://mybackhug.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- BackHug (Pacla Medical Ltd.) is an Edinburgh-based health technology company that sells an MHRA-registered, AI-powered robotic spinal mobilisation device to clinics, gyms, sports teams, corporate workplaces, and care facilities via monthly subscription packages starting from $600, with consumers accessing sessions through partner locations and a smartphone app.
- Ownership category
- akta.pro rank
BackHug industry classification
Industry- Product category
- Robotic Back Therapy Devices
- NAICS
- Electromedical and Electrotherapeutic Apparatus Manufacturing (334510)
- SIC
- Electromedical & Electrotherapeutic Apparatus (3845)
- akta.pro primary industry
- Prosthetic Components & Rehabilitation Accessories (Liners, Feet, Knees, Sockets) (HLAHAMAD)
Keywords
Where BackHug is headquartered
LocationHeadquarters
- HQ city
- Edinburgh
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
BackHug business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- B2B Device/Subscription Packages: BackHug sells or leases its devices to businesses (clinics, gyms, corporate offices, wellness centres, nursing homes) through monthly packages starting from $600 per month. Packages include device access, installation, onboarding, warranty, and ongoing service/support. A purchase option is also available.
- Usage-Based Minutes: Partner locations sell BackHug minutes to end users. Two types: One-Off minutes (never expire until used) and Recurring minutes (automatically top up on daily/weekly/monthly schedules, expire at end of billing cycle). Minutes are location-specific and can also be purchased through the in-app payment system where enabled.
- Per-Session Payments: Some locations allow users to pay per session based on duration rather than purchasing minutes packages. Pricing is set by individual partner locations.
- Hardware Sales: Direct purchase option available for businesses wanting to own the BackHug device outright rather than subscribe to monthly packages.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Business Monthly Packages - Starting Price |
| Transaction based/ take rate | Pay-as-you-go | Individual Session Payment |
| Unit Pricing | Pay-as-you-go | One-Off Minutes |
| Subscription | Monthly | Recurring Minutes Subscription |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels5 records
BackHug product offering
Product offeringCore offering
BackHug designs, manufactures and distributes an AI-powered robotic back therapy device featuring 26 human-sized robotic fingers that mobilize spinal joints to relieve back stiffness, pain and tension. The hardware is sold or leased to B2B customers (clinics, gyms, wellness centres, corporate employers, nursing homes) via monthly packages starting from $600, with end users accessing sessions through partner locations booked via the BackHug mobile app. The device is registered with the MHRA as a Class I Medical Device and is supported by clinical evidence including sEMG and Myoton Pro validation studies.
Product overview
BackHug is a health technology company offering an AI-powered robotic back therapy device as its core product. The portfolio centers on the BackHug Device—a Class I Medical Device featuring 26 human-sized robotic fingers for spinal mobilization—controlled via the BackHug Mobile App. Business customers access BackHug for Business with a dedicated Management Portal for multi-location operations. The ecosystem includes BackHug Minutes (a session currency system with One-Off and Recurring options), a Privacy Booth accessory for shared environments, and a Mindbody platform integration for booking synchronization. The company also operates the BackHug Business App for partner device management.
Differentiator
Problem solved
Functional benefit
Products and services
- BackHug Device AI-powered robotic back therapy device featuring 26 human-sized robotic fingers with patent-protected pivot technology for spinal mobilization. Registered with the MHRA as a Class I Medical Device for the relief of muscle tension, spasm, and stiffness. Targets joints along the spine and is sold or leased to B2B customers (clinics, gyms, corporate employers, wellness centres, nursing homes).
- BackHug Mobile App Smartphone application (iOS and Android) that connects via Bluetooth to the BackHug device, enabling session booking, real-time treatment controls (strength, speed, program mode, heat), Back Tension Tracking result viewing, and personalized treatment programs. Used by individual end users to find partner locations and consume BackHug sessions.
- BackHug Business App Dedicated app for business partners to view calendars, book sessions for users, add users, edit information, top up minutes on user accounts, and register BackHug devices at their location.
- Privacy Booth Optional physical accessory for the BackHug device in shared environments: a semi-circular stand with graphic curtain enclosure, 200cm width x 140cm height x 125cm depth, machine washable and supplied with a carry case.
Quantifiable outcome
- 29% decrease in back stiffness and tension in 10 minutes
- +5 more outcomes
Companies that use BackHug
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles4 records
BackHug technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability3 records
Feature7 records
BackHug partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- MindbodycoreMindbody integration allows synchronization of booking information between Mindbody and the BackHug Web app. Partners map Company (BackHug) to Site ID (Mindbody), Location to Location, and Device to Staff (with 'BackHug' prefix). This enables partner businesses using Mindbody to manage BackHug bookings within their existing platform.
- Upgrade LabscoreUpgrade Labs is a partner location operator with BackHug devices installed. Their Lake Nona location reported approximately 100 sessions in less than 10 days with high repeat bookings. The device successfully accommodated diverse users including tall athletes, bodybuilders, average people, and individuals not in best physical shape.
- Clinical trial partners (Edinburgh Parkinson's Pilot)corePartnership with clinical researchers conducting the Edinburgh Parkinson's Pilot study (N=16) validating the link between releasing axial rigidity and improving mobility in Parkinson's patients.
Scale indicators10 records
Recent moves6 records
Expansion highlights6 records
BackHug competitors and assessment
Company assessmentMarket position
Weaknesses4 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
BackHug social profiles
Digital presenceBackHug compliance and trust
Trust signalCompliance4 records
BackHug financial estimates
Financial estimateRevenue estimate
Valuation estimate
BackHug leadership team
Management profileNumber of profiles
Profiles3 records
BackHug funding detail
Funding detailFunding overview
Funding rounds4 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BackHug M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about BackHug
What does BackHug do?
BackHug designs, manufactures and distributes an AI-powered robotic back therapy device featuring 26 human-sized robotic fingers that mobilize spinal joints to relieve back stiffness, pain and tension. The hardware is sold or leased to B2B customers (clinics, gyms, wellness centres, corporate employers, nursing homes) via monthly packages starting from $600, with end users accessing sessions through partner locations booked via the BackHug mobile app. The device is registered with the MHRA as a Class I Medical Device and is supported by clinical evidence including sEMG and Myoton Pro validation studies.
Is BackHug a public or private company?
BackHug is a private company. It is classified as venture growth investor backed and is currently operating.
When was BackHug founded?
BackHug was founded in 2019. It employs 11 to 50 people.
Where is BackHug based?
BackHug is headquartered in Edinburgh, United Kingdom, in the Europe region.
How does BackHug make money?
Four revenue lines are on record. B2B Device/Subscription Packages are the primary driver. The others are usage-Based Minutes, per-Session Payments and hardware Sales.
Does BackHug have an API?
No public API is recorded for BackHug.
What industry is BackHug in?
BackHug's product category is Robotic Back Therapy Devices. Its primary akta.pro industry code is HLAHAMAD, Prosthetic Components & Rehabilitation Accessories (Liners, Feet, Knees, Sockets). Its NAICS code is 334510 and its SIC code is 3845.