Universal Practice

What Universal Practice does

Universal Practice (legal entity UP at Home Pty Ltd, Victoria, Australia) is a dual-channel physiotherapy business founded in Melbourne in 2016 by Andrew Prowse and Dr. Sammy Prowse. The company operates three physical clinics in Melbourne — Fitzroy, Glen Iris/Malvern Rd, and Richmond — delivering in-studio Physiotherapy, Clinical Pilates (3:1 ratio), Reformer Pilates (9:1), Strength & Conditioning, and Yoga & Meditation, with every class and treatment led by AHPRA-registered physiotherapists rather than fitness instructors. Services are rebatable via Australian private health insurers using HICAPS at the point of transaction.

Layered on top of the in-studio footprint is the Virtual Physiotherapy Practice, a national telehealth, app, and online platform that the company describes as a world-first. The virtual channel monetizes through 30-minute online physio appointments ($146), 10-Week Clinical Programs ($146 upfront or $17/week), a daily workouts subscription ($39/month or $199/year), and condition-specific streams for back pain, hip, shoulder, knee, neck, pregnancy and postnatal, and seniors. Its proprietary differentiator is Body Mapping Technology, an AI and computer-vision system that uses a device camera to track 39 body points in real time for assessment and progress monitoring, paired with an evidence-based recommendation engine.

Universal Practice generates revenue across professional services (pay-as-you-go physio and class sessions, priced $25–$210), recurring subscriptions (virtual platform, reformer unlimited $64/week, yoga unlimited $40/week), corporate wellness partnerships (B2B on-site or virtual classes), and education through the UP Edu sub-brand, which delivers the only Australian Physiotherapy Council-accredited Clinical Mat & Reformer Pilates Course in Australia ($1,495). The customer base spans injured and chronic-pain patients (primary segment), athletes including four AFL club partnerships (Hawthorn, Carlton, Essendon, Melbourne), VFL and elite gymnastics, 65+ seniors, pregnant and postnatal women, health-conscious consumers, and corporate clients. Distribution is multi-channel: MindBody for booking, an iOS app for virtual access, SEO/content marketing, and organic social on Facebook and Instagram. The company appears to be bootstrapped and founder-owned with no disclosed external investment.

Name

Universal Practice

Legal name

UP at Home Pty Ltd

Website

https://universalpractice.com.au

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Universal Practice is a Melbourne-founded, physiotherapist-led health studio and virtual physiotherapy platform that delivers physiotherapy, clinical Pilates, reformer Pilates, strength, and yoga across three Melbourne clinics and a national telehealth and iOS app, supported by AI-powered Body Mapping Technology.

Ownership category

akta.pro rank

Headquarters

HQ city

Fitzroy

HQ country

Australia

HQ region

Oceania

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Physiotherapy Appointments: In-studio and telehealth appointments with qualified physiotherapists. 30-minute and 60-minute sessions available. Telehealth delivered via Zoom.
2. Clinical and Reformer Pilates Classes: Small group clinical classes (3:1 ratio), reformer classes (9:1), individual 1:1 sessions. Offered in-studio and via telehealth. Rebatable with private health insurance.
3. Yoga and Meditation Classes: Group yoga classes including Yoga Asana, Ropes Yoga, Yin Soundbath, Ante & Post Natal Yoga, and Sound Meditation. Individual yoga sessions available.
4. Strength & Conditioning Classes: Physiotherapist-led strength and conditioning classes in small groups, focusing on functional strength and rehabilitation.
5. Virtual Practice Subscriptions: Monthly subscription for 24/7 access to virtual physiotherapy platform including daily workouts, clinical programs, unlimited physio chat. First 7 days free trial.
6. 10-Week Clinical Programs: Structured rehabilitation programs available as one-time purchase ($146) or weekly installments ($17/week for 10 weeks). Includes unlimited physio chat support.
7. Studio Memberships: Weekly direct-debit memberships for unlimited studio access. Flexible membership with 3-month lock-in period. 2-week introductory offer available.
8. Education and Training Courses: Professional Clinical Pilates courses accredited by Australian Physiotherapy Council. 3-day intensive plus online portal access.
9. Corporate Classes: Corporate wellness partnerships with organizations for on-site or virtual group classes.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Universal Practice is a Melbourne-based health studio that delivers physiotherapy, clinical Pilates, reformer Pilates, strength & conditioning, yoga, and meditation services led entirely by qualified physiotherapists. It operates a dual-channel model with three physical clinics in Melbourne and a proprietary Virtual Physiotherapy Practice offering telehealth, clinical programs, and an AI-powered Body Mapping Technology platform via its mobile app. The model combines hands-on clinical care with continuous virtual access, and all services are rebatable through Australian private health insurance via HICAPS.

Product overview

Universal Practice operates as a dual-channel healthcare platform combining in-studio physiotherapy clinics with a proprietary virtual physiotherapy practice. The in-studio offering includes Physiotherapy Appointments, Clinical Pilates (3:1 ratio), Reformer Pilates (9:1 ratio), Strength & Conditioning, and Yoga & Meditation—all taught by qualified physiotherapists. The Virtual Physiotherapy Practice (via the Universal Practice App) provides telehealth appointments, 10-week Clinical Programs, Daily Workouts, Pregnancy & Postnatal Programs, and Sport-Specific Programs, powered by proprietary Body Mapping Technology that uses AI and computer vision for real-time movement assessment. The company also offers UP Edu, an accredited professional Pilates education course. Services are rebatable with Australian Private Health Insurance through HICAPS.

Differentiator

Problem solved

Functional benefit

Brands

• UP Edu: Professional Clinical Pilates Courses - APC Approved training program for physiotherapists.
• Body Mapping Technology

Products and services

• Physiotherapy Appointments
• Clinical Pilates
• Reformer Pilates
• Strength & Conditioning
• Yoga & Meditation
• Virtual Physiotherapy Practice

Quantifiable outcome

• Real-time diagnosis of injuries using Body Mapping Technology with unprecedented accuracy
• +2 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability4 records

Feature1 record

Partnerships

Eight partnerships are on record, tiered flagship and core.

• Hawthorn Football Club (AFL)flagshipStrategic or Co-development Partner · 1 January 2016Professional sports physiotherapy partnership providing injury management, rehabilitation, and performance services to AFL athletes.
• Carlton Football Club (AFL)flagshipStrategic or Co-development Partner · 1 January 2016Elite sports physiotherapy partnership. Co-developed 'Hip & Groin Program' in 2019 for athlete stability, motor control and performance.
• Essendon Football Club (AFL)coreStrategic or Co-development Partner · 1 January 2016Sports physiotherapy and injury management services for AFL club.
• Melbourne Football Club (AFL)coreStrategic or Co-development Partner · 1 January 2016Sports physiotherapy services for AFL athletes.
• NCE High Performance Gymnastics CentreflagshipStrategic or Co-development Partner · 1 January 2016Physiotherapy services for elite gymnasts including Olympic athletes.
• Box Hill Hawks Football Club (VFL)coreStrategic or Co-development Partner · 1 January 2016Game-day physiotherapy and rehabilitation coordination for VFL Men's program.
• Private Health InsurerscoreOthersAccepts private health insurance rebates through HICAPS. Partners with major insurers including ahm, hbf, bupa, australian unity, nib, medibank, AIA, and others. Also accepts NDIS, Worksafe, TAC, Department of Veterans Affairs, and Medipass.
• MindBodycoreTechnology or IntegrationBooking and practice management platform used for class scheduling, client management, and payment processing.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Modo Yoga: International hot yoga and meditation studio franchise. Comparable on the studio-based yoga + meditation offering and subscription membership model, though not physiotherapist-led.
• Bounce Health Group: Australian physiotherapy, Pilates, and fitness group with multiple Melbourne-area locations. Directly comparable on physio-led clinical Pilates and reformer offering within the same Melbourne catchment.
• Kieser Australia: Australian physiotherapy + strength-training chain combining clinical rehab with equipment-based training. Closely comparable to Universal Practice's physio-led strength & conditioning and rehab-to-performance continuum.
• Allsports Physiotherapy: Multi-clinic Australian physiotherapy and sports medicine group with similar physiotherapy, Pilates, and sports-injury offerings, including elite sport partnerships. Direct competitor for the same Melbourne consumer.
• LifeCare Physiotherapy: Established Australian allied health network delivering physiotherapy, Pilates, and exercise rehab across multiple clinics. Comparable in scope of services, insurance rebate model, and multi-location metro footprint.
• Studio Pilates International: Franchised reformer Pilates chain operating in Australia. Comparable on the reformer Pilates product line and subscription-based class model, though classes are instructor-led rather than physio-led.
• Back In Motion Physiotherapy: National Australian physiotherapy franchise offering physiotherapy, Pilates, and exercise-based rehabilitation. Directly comparable on multi-site physio + Pilates model, private health rebate integration, and B2C fitness-adjacent positioning.
• Physitrack / PhysiApp: Telehealth and home-exercise platform widely used by physiotherapists globally. Comparable on the digital-physiotherapy delivery layer (prescription, video, adherence) underpinning Universal Practice's virtual practice.

Broad incumbents

• Kaia Health: Digital MSK and chronic-pain platform using computer vision and AI for movement assessment. Directly comparable to the Body Mapping concept, though broader in scope and backed by substantial venture funding.
• Hinge Health: Large, well-funded digital musculoskeletal care platform operating in the US, UK, and expanding to Australia. Comparable on AI-assisted MSK assessment and virtual physiotherapy, with much larger capital base and insurer relationships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/universalpractice
• Instagraminstagram.com/universalpractice

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Universal Practice