What Clinic Mastery does

Clinic Mastery Pty Ltd is a privately held Australian business coaching and software company founded in 2015–2016 and headquartered in Adelaide, South Australia. It serves owners of allied-health clinics (physiotherapy, podiatry, occupational therapy, speech pathology, osteopathy, chiropractic and related disciplines), helping them grow revenue, systematise operations, improve patient experience, and develop leadership and team culture. Its core go-to-market is a free clinic assessment that funnels prospective clinic owners into three subscription tiers: Allie (clinic-management software providing 100+ templated policies, systems and procedures), Elevate (a growth program for early-stage clinics), and Academy (personalised 1-on-1 coaching for established clinics). The company is also differentiated by the proprietary '7 Degrees to Clinic Mastery' diagnostic framework and the 'Grow Your Clinic Podcast' (374+ episodes), and it generates ancillary revenue from a published book, downloadable templates, mini-courses, in-person events, and the 'Clinics For Good' philanthropic initiative.

The business model is multi-stream subscription recurring revenue — primarily Allie software subscriptions and Elevate/Academy coaching memberships — augmented by one-time book sales on Amazon, paid and free digital learning products, and event/workshop revenue. Coaching is delivered by an in-house and contracted bench of multi-clinic-owner practitioners rather than generic business coaches, providing domain credibility. Top-of-funnel distribution is dominated by podcast and blog content marketing; mid-funnel by an online community, free mini-courses (Mastery Mini Course, Telehealth Mastery, Physitrack, Cliniko, Cliniqapps) and downloadable guides; and bottom-of-funnel by free 1-on-1 assessments converting into paid programs. The company has accumulated 1,000+ transformed clinics and 10,000+ practitioners served per its public claims, and maintains a partner ecosystem spanning HR (The People Plugin), accounting (Clarico, Andy Wang / The Wellness Accountant, Xero) and clinic software (Cliniko, Physitrack, Cliniq Apps, Lyfe, Medipass, Ava AI). Ownership remains with three co-founders — Daniel Gibbs, Ben Lynch and Shane Davis — alongside Director Jack O'Brien, with no disclosed institutional investment.

Name

Clinic Mastery

Legal name

Clinic Mastery Pty Ltd

Website

https://clinicmastery.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Clinic Mastery is an Australian business coaching and software company that helps allied-health clinic owners grow revenue, systematise operations, and improve patient experience through subscription coaching programs (Elevate, Academy), the Allie clinic-management software, the '7 Degrees' diagnostic framework, and the Grow Your Clinic Podcast.

Ownership category

akta.pro rank

Headquarters

HQ city

Adelaide

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Coaching and Consulting Programs: Personalized 1-on-1 coaching programs (Elevate for early stage clinics, Academy for established clinics) providing tailored strategies, operational optimization, and sustainable growth support through ongoing coaching calls and member portal access.
2. Allie Software Subscription: Software platform subscription providing templated systems, policies, and procedures for clinic operations. Offers a free trial period.
3. Learning Portal / Educational Content: Members receive access to a Learning Portal with educational content, strategy sessions, and financial review tools. Additional mini courses and resources available.
4. Grow Your Clinic Book: Published book available on Amazon for $0.99 for Kindle or $26 paperback, serving as a business education resource for clinic owners.
5. Digital and Physical Products: Digital products delivered via email with login details to membership site or download page, plus physical products with 30-day money back guarantee.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Clinic Mastery provides business coaching, consulting, and software for healthcare clinic owners across Australia. Its core offerings are tiered coaching programs (Elevate for early-stage clinics and Academy for established clinics), the Allie clinic management software (100+ templated systems, policies, and procedures), 1-on-1 consulting, an online community, in-person events, and the proprietary 7 Degrees to Clinic Mastery assessment framework. The company also publishes the Grow Your Clinic Podcast and offers free educational mini courses and downloadable resources.

Product overview

Clinic Mastery is a business coaching and consulting company offering a multi-product portfolio for healthcare clinic owners. The core offering includes Allie (clinic systematisation software with 100+ templates for policies, systems, and procedures), Elevate (early-stage clinic growth program), and Academy (established clinic 1-on-1 coaching). These are supported by consulting services, an online community, in-person events, and the '7 Degrees to Clinic Mastery Framework' methodology. The company also produces content including the 'Grow Your Clinic' podcast and free mini courses and downloadable resources. The portfolio is unified by a focus on transforming clinic operations, patient experience, and team culture through tailored strategies.

Differentiator

Problem solved

Functional benefit

Brands

• Allie: Software platform to systemise clinics with 100+ ready-to-use templated systems, policies, and procedures. Built by clinic owners for clinic owners.
• Elevate
• Academy
• Clinic For Good
• Grow Your Clinic Podcast

Products and services

• Allie Clinic Software Software platform built by clinic owners that provides access to 100+ ready-to-use templated systems, policies, and procedures for clinic operations. Acts as a digital clone and single source of truth for all clinic policies, systems, and training, and helps clinic owners understand their clinic numbers.
• Elevate Coaching Program A growth pathway subscription for early stage clinics and healthcare professionals aiming to expand their practices, enhance operational efficiency, or planning to open a clinic in the near future. Includes access to the Learning Portal, strategy sessions, and member support.
• Academy Coaching Program A personalised 1-on-1 coaching subscription program built around tailored support for ambitious clinic owners and healthcare professionals, designed to refine strategies, optimise operations, and drive sustainable growth. Includes access to the Learning Portal, ongoing coaching calls, and member support.
• 1-on-1 Consulting
• Grow Your Clinic Book Published business education book for clinic owners authored by Ben Lynch and sold on Amazon in Kindle ($0.99) and paperback ($26) editions, with a 30-day money back guarantee.

Quantifiable outcome

• 1000+ clinics transformed
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• The People PlugincoreStrategic or Co-development Partner · 19 February 2026Clinic Mastery appointed The People Plugin as their exclusive HR partner for 2026. The partnership provides HR support services including contracts, navigating difficult HR situations, and HR consulting for members. The People Plugin works with Sara to support clinic owners with team-related challenges.
• Allie (AllieClinics.com)coreTechnology or Integration · 1 January 2026Allie is Clinic Mastery's proprietary clinic management software platform providing templated systems, policies, and procedures. It is promoted as the digital clone of the clinic owner, the single source of truth for all clinic policies, systems, and training. Clinic Mastery offers a free trial of Allie for clinic owners seeking to systemize their operations.
• Joseph Pine (Strategic Horizons)minorStrategic or Co-development Partner · 1 January 2018Joseph Pine, founder of Strategic Horizons and co-author of 'The Experience Economy', appeared as a podcast guest discussing the progression of economic value and how clinics can stage experiences and guide transformations for clients.
• Clarico AccountingminorImplementation/ SI/ Consulting PartnerJack O'Brien partnered with Andy Wang and the team at Clarico Accounting for clinic valuations. They offer clinic valuation services particularly relevant for team buy-ins and in light of capital gains tax adjustments in the federal budget.
• Andy Wang (The Wellness Accountant)minorImplementation/ SI/ Consulting PartnerAndy Wang, known as The Wellness Accountant, is featured as a podcast guest and recommended resource for clinic owners on accounting, tax planning (Profit First, Barefoot Investor), and financial management. He hosts the Smashed Avocado Podcast.
• 53 Water ProjectminorStrategic or Co-development Partner53 Water Project is supported through Clinic Mastery's 'Clinics For Good' initiative, contributing to providing clean water access in developing countries (54,944+ days of clean water provided).
• Kiva (Microfinance)minorStrategic or Co-development PartnerKiva microfinance is supported through Clinic Mastery's 'Clinics For Good' initiative, providing 2,280+ microfinance loans to help people start or sustain businesses and escape poverty.
• Raise the RoofminorStrategic or Co-development PartnerRaise the Roof is supported through Clinic Mastery's 'Clinics For Good' initiative, providing education for children around the world (4,797+ days of education).

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Cliniko: Allied health practice management software used by physiotherapists, podiatrists, and other practitioners. Already an integration partner of Clinic Mastery and competes directly on the 'systemise your clinic' value proposition through its own software offering.
• Jane App: Practice management software popular with allied health and wellness clinics. Targets the same clinic-owner buyer with online booking, charting, and billing, and competes with Clinic Mastery's Allie software on the operational side of the value proposition.
• Power Diary: Australian practice management software for allied health and medical clinics. Domestic peer that overlaps on the systemisation story Clinic Mastery sells, and competes for the same Australian clinic-owner wallet.
• Nookal: Australian practice management platform for allied health and multi-disciplinary clinics. Competes for the same SMB clinic owner and provides comparable scheduling, notes, and billing functionality that overlaps with Allie's value proposition.
• Practice Better: Practice management platform built for health, wellness, and coaching practitioners. Targets solo and small clinic owners with templates, client management, and content tools that overlap with Allie's 'templates and procedures' pitch.
• Front Desk: Small-business management software aimed at health, wellness, and fitness studios. Competes for clinic-owner spend on scheduling, payments, and client management, with overlapping messaging around running a more organised practice.

Broad incumbents

• Mindbody: Large incumbent business management software for wellness, fitness, and beauty businesses. Does not specialise in allied health but sells overlapping scheduling, payments, and client engagement capabilities to a similar SMB owner.
• WellnessLiving: All-in-one business management platform for wellness and fitness operators. Competes for the same small clinic/studio buyer with broader functionality, though it is not verticalised to allied health like Clinic Mastery.
• Tebra: Healthcare practice management and EHR platform formed from the merger of Kareo and PatientPop. Sells to independent practices a bundled clinical and business workflow suite that partially overlaps with Clinic Mastery's systemisation offering, though focused on US medical rather than allied health.

Emerging players

• The Practice Coach (Practiceology / Australian physiotherapy coaching): Boutique Australian business coaching offerings for allied health clinic owners (e.g. physiotherapy-focused consultancies). Compete with Clinic Mastery's Elevate/Academy tiers in the same niche with similar coaching-led GTM.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@clinicmastery
• Facebookfacebook.com/clinicmastery
• LinkedInlinkedin.com/company/clinicmastery

Revenue estimate

Valuation estimate

Number of profiles

Profiles25 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Clinic Mastery