Orthopaedic Associates of Wisconsin

What Orthopaedic Associates of Wisconsin does

Orthopaedic Associates of Wisconsin (dba OAW) is a privately held, physician-owned multi-specialty orthopedic practice founded over 60 years ago (circa 1960-1962) and headquartered in Pewaukee, Wisconsin. The group delivers comprehensive musculoskeletal care through an integrated model spanning physician consultation, an ambulatory outpatient surgery center, on-site imaging (MRI, X-ray, musculoskeletal ultrasound), physical and occupational therapy, pain management, a spine center, bracing and durable medical equipment, and regenerative medicine. It operates seven locations across Southeastern Wisconsin (Pewaukee headquarters, Brookfield, Mukwonago, and therapy sites in New Berlin, Germantown, and Oconomowoc, plus a Johnson Creek facility opening in 2026) and serves individual patients, athletes, joint-replacement candidates, self-funded employers, and workers' compensation cases.

The clinical platform combines board-certified, fellowship-trained subspecialists with advanced procedural technology, including robotic-assisted joint replacement (hip, knee, shoulder, elbow, ankle), minimally invasive and anterior muscle-sparing surgical approaches, ultrasound-guided regenerative injections (PRP, prolotherapy), and the OrthoLive HIPAA-compliant telemedicine platform enabling 24/7 virtual orthopedic consultations. The practice performs hundreds of joint replacement surgeries annually and positions its ambulatory surgery center as a lower-cost, same-day alternative to hospital-based procedures.

Revenue is generated primarily through fee-for-service clinical care reimbursed by Medicare, Medicaid, workers' compensation, and major commercial insurers, supplemented by transparent all-inclusive bundle pricing for self-pay patients (e.g., ACL reconstruction $13,830, rotator cuff repair $11,790, carpal tunnel $4,000, MRI $740, new office visit $319), self-pay regenerative medicine, and employer-focused bundle and workers' compensation programs for self-funded employers. Go-to-market is direct-to-patient via scheduled and walk-in OrthoASAP clinics, virtual care, and a dedicated employer-services sales motion, supported by digital marketing, SEO, social channels, and community educational seminars.

Name

Orthopaedic Associates of Wisconsin

Legal name

Orthopaedic Associates of Wisconsin

Website

https://orthowisconsin.com

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

51–100 employees

Short description

A privately held, physician-owned orthopedic practice in Southeastern Wisconsin providing integrated musculoskeletal care—surgery, imaging, therapy, pain management, and virtual visits—across seven locations to individual patients, athletes, self-funded employers, and workers' compensation cases.

Ownership category

akta.pro rank

Product category

Orthopedic Care Services

NAICS

Offices of Physicians (62111), Offices of Physical, Occupational and Speech Therapists, and Audiologists (621340)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011), Services-Specialty Outpatient Facilities, Nec (8093)

akta.pro primary industry

General Orthopedics (HLAKALAA)

akta.pro secondary industries

Orthopedic & Spine Surgery Centers (HLAFAIAG), Orthopedic & Sports Rehabilitation Centers (HLAFAFAI)

Keywords

• Orthopedic care services
• Joint replacement surgery
• Sports medicine clinic
• Physical therapy services
• Outpatient surgery center

Headquarters

HQ city

Pewaukee

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Clinical Services and Procedures: Fee-for-service revenue from physician visits, surgical procedures, imaging services, and physical therapy. Includes bundled pricing for self-pay patients covering facility fees, surgeon fees, anesthesia, implants, and 90-day follow-up care.
2. Insurance-Based Revenue: Revenue from accepted insurance plans including Medicare, Medicaid, and major commercial insurers. The practice accepts most major health insurance carriers, Government plans, Medicare Part B, Wisconsin Medicaid, and workers' compensation plans.
3. Employer Services and Workers' Compensation: Revenue from treating work-related injuries with dedicated coordination for case managers, employers, and insurers. Bundle pricing offered for self-funded employer plans covering set prices for employees.
4. Regenerative Medicine (Self-Pay): Self-pay revenue from regenerative medicine treatments including PRP injections, prolotherapy, and other orthobiologic treatments. Insurance typically does not cover these treatments which are classified as investigational.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Orthopaedic Associates of Wisconsin is a multi-physician orthopedic practice providing comprehensive musculoskeletal care, including physician consultations, outpatient surgical procedures at its ambulatory surgery center, MRI/X-ray/ultrasound imaging, physical and occupational therapy, bracing and durable medical equipment, regenerative medicine, pain management, and walk-in urgent orthopedic care through OrthoASAP clinics. It serves individual patients, athletes, and employers across Southeastern Wisconsin with transparent self-pay bundle pricing and virtual care delivered via the OrthoLive telemedicine platform.

Product overview

Orthopaedic Associates of Wisconsin is a multi-physician orthopedic practice offering comprehensive musculoskeletal care through multiple service lines. The core offering includes OrthoASAP walk-in clinics, The Orthopaedic Surgery Center for outpatient procedures, The Spine Center for spine care, and Physical/Occupational Therapy services. Additional offerings include Imaging Services (MRI, X-ray, ultrasound), Pain Management Center, Bracing & Medical Equipment, Virtual Orthopedic Care (via OrthoLive platform), Worker's Compensation Services, Joint Replacement Surgery (hip, knee, shoulder, elbow, ankle), Sports Medicine, Regenerative Medicine, and Non-Operative Spine Medicine. The practice operates multiple locations across Southeastern Wisconsin (Pewaukee, Brookfield, Johnson Creek, Mukwonago, New Berlin, Germantown, Oconomowoc) and is expanding with a new 46,000 sq ft facility in Johnson Creek opening Fall 2026.

Differentiator

Problem solved

Functional benefit

Products and services

• OrthoASAP Walk-In Clinic
• The Orthopaedic Surgery Center
• The Spine Center
• Physical and Occupational Therapy
• Pain Management Center
• Imaging Services
• Bracing & Medical Equipment (DME)
• Virtual Orthopedic Care
• Worker's Compensation Services
• Joint Replacement Surgery
• Sports Medicine
• Regenerative Medicine
• Non-Operative Spine Medicine

Quantifiable outcome

• Bundle pricing covers 90-day postoperative period including all facility, surgeon, anesthesia, and implant costs with no deductible or co-pays
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature5 records

Partnerships

One partnership is on record.

• OrthoLivecoreTechnology or IntegrationOrthoLive is a HIPAA-compliant telemedicine platform explicitly designed for musculoskeletal care, powering OAW's virtual orthopedic visits. Founded by an orthopedic surgeon, OrthoLive provides new-patient screening and evaluation through secure video visits—24/7/365—for injuries, joint or muscle pain, and triage. The platform enables app-free access on any device with seamless image sharing capabilities.

Scale indicators4 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Rothman Orthopaedic Institute: Large, multi-subspecialty orthopedic group with integrated ASCs, imaging, and PT across multiple states. Highly comparable to OAW's model of comprehensive orthopedic care under one brand, just at greater geographic scale.
• Illinois Bone & Joint Institute: Midwest multi-specialty orthopedic group offering physician care, imaging, PT, and outpatient surgery across numerous locations. Closely mirrors OAW's integrated orthopedic platform and self-pay bundle approach in an adjacent Midwest market.
• Twin Cities Orthopedics: Midwest orthopedic specialty group with multi-location physician, therapy, and ambulatory surgery services. Comparable in service mix, multi-subspecialty coverage, and regional orthopedic group operating model.
• Resurgens Orthopaedics: Large multi-physician orthopedic practice with on-site imaging, PT, and surgery centers. Comparable integrated orthopedic delivery model at similar private-practice scale.
• OrthoVirginia: Independent multi-specialty orthopedic group with locations, therapy, and ambulatory surgery. Similar private orthopedic group structure with sub-specialty and walk-in urgent orthopedic offerings.
• Midwest Orthopaedics at Rush: Specialty orthopedic group affiliated with Rush University Medical Center providing joint replacement, sports medicine, and spine care. Comparable sub-specialty depth and academic-quality orthopedic delivery.
• The Steadman Clinic: Specialty orthopedic and sports medicine clinic offering advanced surgical care, imaging, and PT. Comparable in delivering high-acuity orthopedic subspecialty services with integrated rehab and imaging.

Broad incumbents

• Hospital for Special Surgery (HSS): National leader in orthopedics and rheumatology with broad orthopedic specialty care, ASCs, and rehab. Sets the national benchmark for orthopedic outcomes and is the dominant broad incumbent in the orthopedic specialty category.

Regional players

• Aurora Health Care (Advocate Aurora): Major Wisconsin-based integrated health system with employed orthopedic surgeons and outpatient orthopedic services. Competes with OAW for orthopedic referrals across SE Wisconsin under a hospital-employed model.
• ProHealth Care: Wisconsin regional health system that OAW partners with on community joint replacement seminars and likely competes with for orthopedic surgical volume in the Waukesha County market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/orthowi
• YouTubeyoutube.com/user/orthowisconsin
• Facebookfacebook.com/orthowisconsin
• LinkedInlinkedin.com/company/orthopaedic-associates-of-wisconsin
• Instagraminstagram.com/orthowisconsin

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Orthopaedic Associates of Wisconsin