Peacocks Medical Group
Peacocks Medical Group is the United Kingdom's largest independent orthotics company, founded in 1903. It designs, manufactures, and dispenses custom orthotic devices—including 3D-printed PODFO insoles, made-to-measure footwear, braces, and posturecare products—primarily to NHS trusts and private patients from facilities in Newcastle, Sheffield, Bradford, and Southampton.
- Company typePrivate
- Founded1903
- HeadquartersNewcastle Upon Tyne, United Kingdom
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What Peacocks Medical Group does
Peacocks Medical Group is the largest independent orthotics company in the United Kingdom, operating under the privately-held Peacock Group Limited. Founded in 1903 in Newcastle upon Tyne and originally a cutlery manufacturer, the company pivoted into surgical and orthotic manufacturing during the First World War and has been a continuous NHS partner since 1948. From its 30,000 sq ft Newcastle headquarters and three additional UK sites—Northern Orthotic Centre in Bradford, Southern Orthotic Centre in Southampton, and a 4,000 sq ft manufacturing facility opened in Sheffield in July 2026—Peacocks designs, manufactures, and dispenses custom orthotic devices including insoles, made-to-measure footwear, ankle-foot orthoses (AFOs), knee braces, and posturecare systems.
The company's technology stack combines traditional craftsmanship with digital manufacturing. CAD/CAM and gait analysis capabilities, pioneered in the North East, underpin device design, while PODFO—launched in 2015 through the A-Footprint European research project—is positioned as the world's first 3D-printed custom insole platform. ClinicSmart, Peacocks' internally-developed practice management system, handles clinic planning, appointments, orders, inventory, billing, and a Data Exchange module for system integration. In April 2025, Peacocks became the first commercial adopter of Fyous's PolyMorphic Moulding technology, a digitally-controlled tooling platform that reconfigures pins to create temporary injection moulds for mass customisation. The company holds ISO 9001 certification, MDR compliance, and SafeContractor accreditation.
Revenue is generated across four streams: commissioned NHS clinical and managed-service contracts (the primary channel, served by dedicated NHS account teams with quarterly reviews), private patient services through The Clinic at Peacocks (accepting self-funded patients, case managers, and insurance partnerships), product sales via the Peacocks Surgical division and PODFO Partner network, and managed services from the Curo sustainable clinical waste solution. Distribution runs through direct enterprise NHS account teams, the private clinic, exclusive 2026 UK distribution partnerships with Wellwalking, Fito, On Zen, and MediRoyal, and benchmarking against NHS Supply Chain pricing for relevant product sourcing.
Peacocks Medical Group firmographics
Firmographics- Name
- Peacocks Medical Group
- Legal name
- Peacock Group Limited
- Website
- https://peacocks.net
- Company type
- Private
- Founded year
- 1903
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Peacocks Medical Group is the United Kingdom's largest independent orthotics company, founded in 1903. It designs, manufactures, and dispenses custom orthotic devices—including 3D-printed PODFO insoles, made-to-measure footwear, braces, and posturecare products—primarily to NHS trusts and private patients from facilities in Newcastle, Sheffield, Bradford, and Southampton.
- Ownership category
- akta.pro rank
Peacocks Medical Group industry classification
Industry- Product category
- Orthotic Services and Custom Medical Devices
- NAICS
- Footwear Manufacturing (31621)
- SIC
- Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842), Footwear, (No Rubber) (3140)
- akta.pro primary industry
- Orthotics & Bracing (AFO/KAFO, Spinal, Soft Goods Supports) (HLAHAMAC)
- akta.pro secondary industries
- Orthotics & Bracing (Spinal/Lower/Upper Extremity Orthoses) (HLAHAEAI), Specialty & Orthopedic Footwear Manufacturing (Medical/Diabetic/Custom) (IMAOAIAI)
Keywords
Where Peacocks Medical Group is headquartered
LocationHeadquarters
- HQ city
- Newcastle Upon Tyne
- HQ country
- United Kingdom
- HQ region
- Europe
Offices4 records
Markets served
Peacocks Medical Group business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Technology or R&D, Infrastructure, Marketing or Sales
Revenue model
- NHS Contract Services: Longstanding partnership with NHS since 1948 providing orthotic services to NHS trusts; revenue from NHS contracts for clinical and managed services
- Private Patient Services: Private clinic services at The Clinic at Peacocks offering personalised orthotic care; accepts self-funded patients, case managers, and insurance partnerships
- Product Sales: Sale of orthotic products including custom footwear, AFOs, KAFOs, insoles, knee braces; and surgical/medical equipment through Peacocks Surgical division
- Curo Clinical Waste Solutions: Sustainable clinical waste management solution developed for NHS; exclusive end-to-end sustainable innovation generating revenue through equipment and service contracts
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | NHS Contract Services - tailored pricing through NHS contracts |
| Other | Pay-as-you-go | Private Clinic - personalised orthotic services |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
Peacocks Medical Group product offering
Product offeringCore offering
Peacocks Medical Group is the largest independent orthotics company in the UK, providing custom orthotic devices (insoles, made-to-measure footwear, AFOs, knee braces, posturecare solutions) and clinical orthotic services to NHS trusts and private patients. The company operates a 30,000 sq ft manufacturing workshop combining traditional craftsmanship with innovative technologies including 3D printing, CAD/CAM, and the proprietary PODFO 3D printed custom insole platform. It also offers private clinical consultations at The Clinic at Peacocks and manages orthotic service contracts through dedicated account teams across the UK.
Product overview
Peacocks Medical Group is the largest independent orthotics company in the UK, operating under the Peacock Group parent company. The portfolio combines clinical orthotic services with proprietary technology: ClinicSmart serves as the practice management platform handling clinic administration, appointments, billing, inventory and data exchange; PODFO represents the 3D printed insole sub-brand; while the core manufacturing division produces custom insoles (in EVA, polypropylene, carbon fibre, and Podfo 3D printed nylon), made-to-measure footwear, Options footwear range, knee braces, AFOs, and posturecare solutions. Services include private clinic consultations at The Clinic at Peacocks and NHS trust partnerships throughout the UK. The company has 123+ years of heritage, doubled in size over the past five years, and operates manufacturing facilities in Newcastle (headquarters, 30,000 sq ft) and Sheffield (4,000 sq ft, opened 2026).
Differentiator
Problem solved
Functional benefit
Products and services
- ClinicSmart Practice Management System Orthotic Practice Management software providing clinic planning, appointment management, patient records, order/inventory control, billing, workshop management, reporting, and a Data Exchange module for system integration via text, CSV, and XML formats. Used by orthotic clinics to manage their operations.
- Custom Insoles Custom-made medical device insoles manufactured to written prescription of registered healthcare professionals. Available in EVA, polypropylene, carbon fibre, and 3D printed nylon Podfo range. ISO 9001 certified.
- PODFO 3D Printed Custom Insoles World's first 3D printed biometric custom insoles combining 3D design software and additive manufacturing with biomechanical expertise. Available through a network of Podfo Partners (qualified podiatrists).
- Options Footwear Stock and modular footwear range for men, women, and children. Includes traditional and fashionable styles, various colours and materials, and multiple toe shape choices. Hand-crafted in the United Kingdom.
- Made to Measure (MTM) Footwear Bespoke medical device footwear for complex foot conditions, gait improvement, and pain reduction. Custom manufactured to meet individual user requirements. ISO 9001 certified and MDR compliant.
- Knee Braces Specialist knee brace systems including Unloader braces for unicompartmental OA and Unloader Hip brace for Hip OA. Feature 3-Point Leverage System for pressure redistribution and pain alleviation.
- AFOs (Ankle-Foot Orthoses) Custom made ankle-foot orthoses designed to aid balance and walking, prevent contractures, aid rehabilitation and encourage stretch. ISO 9001 certified medical devices.
- Pressure Management and Posturecare Specialised wheelchair seating, 24-hour posture management, sleep positioning systems, and postural support solutions for pressure management, posture, mobility and staff handling.
- The Clinic at Peacocks (Private Orthotic Services) Private clinic providing personalised one-to-one orthotic service with expert Orthotists and Clinicians. Delivers tailored treatment programs for MSK, Neurology, Paediatrics and Trauma patients. Accepts self-funded patients, case managers, and insurance partnerships.
Quantifiable outcome
- Doubled in size in 5 years with continued expansion plans
- +5 more outcomes
Companies that use Peacocks Medical Group
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles2 records
Peacocks Medical Group technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Peacocks Medical Group partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- WellwalkingcoreExclusive UK distribution agreement for Wellwalking products as part of Peacocks' own branded product range launch.
- FitocoreExclusive UK distribution agreement for Fito products as part of Peacocks' own branded product range launch.
- On ZencoreExclusive UK distribution agreement for On Zen products as part of Peacocks' own branded product range launch.
- MediRoyalcoreExclusive UK distribution agreement for MediRoyal products as part of Peacocks' own branded product range launch.
- FyouscoreLandmark commercial partnership making Peacocks Medical Group the first adopter of Fyous' revolutionary PolyMorphic Moulding technology. Fyous' system uses thousands of digitally controlled pins to create bespoke solutions in an automated and waste-free process. Collaboration focuses on refining and implementing the technology to seamlessly integrate with PMG's operations.
- NHS TrustscoreLongstanding partnership with NHS since 1948; PMG is the biggest independent Orthotics business in UK. Partnership includes clinical services, product provision, and alignment with NHS Net Zero 2040 commitments.
- ORLAU (Orthotic Research and Locomotor Assessment Unit)minorCollaboration on developing low load prolonged stretch for contracture correction, culminating in published research in international journal (1999).
- FORTH Conference ExhibitorsminorExhibitor partners at FORTH Conference including TalarMade, CHANECO, Reeds Footwear, BRACE Orthopaedic, ALLARD, OPED
- South Shields Surf SchoolminorPartnership to bring adaptive surfing to those with additional needs; aims to enhance lives, bring joy and give opportunity to all.
- Children's Cancer NorthminorCSR partnership supporting children with cancer through research investment, family support, and awareness raising.
- HumbleBeeminorEnvironmental conservation initiative sponsorship; supports monitoring of bee colony growth and impact.
Scale indicators9 records
Recent moves7 records
Expansion highlights6 records
Peacocks Medical Group competitors and assessment
Company assessmentDirect peers
- Steeper Group: UK-based manufacturer of prosthetics and orthotic devices with established NHS supply contracts. Like Peacocks, Steeper offers custom orthotics and operates as a major independent UK provider, making it the closest direct competitor in size, geography, and customer base.
- Reeds Footwear: UK manufacturer of bespoke orthopaedic footwear and modular shoe solutions for NHS and private patients. Directly comparable to Peacocks' Made-to-Measure and Options footwear ranges.
- BRACE Orthopaedic: UK orthotic manufacturer with a focus on knee bracing and spinal orthoses, supplying NHS trusts. Overlaps with Peacocks' knee brace and orthotic bracing product categories in the same UK healthcare channels.
- Ortho Europe: UK-based orthotic and prosthetic product manufacturer supplying NHS trusts with insoles, braces and supports. Competes with Peacocks directly for the same NHS contract opportunities across the UK orthotic market.
- TalarMade: UK orthotics manufacturer specialising in custom insoles, AFOs and modular orthoses. Exhibited alongside Peacocks at the FORTH Conference and competes for the same NHS and private orthotic contracts in the UK market.
- Dorset Orthopaedic: UK manufacturer of custom-made orthotics and prosthetic devices, with a strong presence in NHS and private clinic channels. Overlaps with Peacocks in bespoke AFO, KAFO and made-to-measure footwear offerings.
- CHANECO: UK orthotic manufacturer supplying insoles, braces and supports to NHS and private customers. Exhibited alongside Peacocks at the FORTH Conference and directly competes for orthotic product procurement across the UK.
Broad incumbents
- Ottobock: Global German-headquartered leader in prosthetics and orthotics with significant UK operations serving NHS trusts and private clinics. A broad incumbent whose orthotic product portfolio overlaps directly with Peacocks' braces and insoles range.
- Blatchford: UK-based established manufacturer of prosthetics and orthotic components with global reach. Larger and more diversified than Peacocks, with overlapping orthotic product lines and similar NHS distribution channels.
Emerging players
- MediRoyal: Scandinavian orthotic and bracing product manufacturer with which Peacocks signed an exclusive UK distribution agreement. Comparable technology/product profile but currently channel-distributed via Peacocks rather than competing head-to-head.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Peacocks Medical Group social profiles
Digital presencePeacocks Medical Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Peacocks Medical Group leadership team
Management profileNumber of profiles
Profiles10 records
Peacocks Medical Group subsidiaries and ownership
Company hierarchySubsidiaries4 records
Peacocks Medical Group funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Peacocks Medical Group 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 Peacocks Medical Group
What does Peacocks Medical Group do?
Peacocks Medical Group is the largest independent orthotics company in the UK, providing custom orthotic devices (insoles, made-to-measure footwear, AFOs, knee braces, posturecare solutions) and clinical orthotic services to NHS trusts and private patients. The company operates a 30,000 sq ft manufacturing workshop combining traditional craftsmanship with innovative technologies including 3D printing, CAD/CAM, and the proprietary PODFO 3D printed custom insole platform. It also offers private clinical consultations at The Clinic at Peacocks and manages orthotic service contracts through dedicated account teams across the UK.
Is Peacocks Medical Group a public or private company?
Peacocks Medical Group is a private company. It is classified as family owned and is currently operating.
When was Peacocks Medical Group founded?
Peacocks Medical Group was founded in 1903. It employs 101 to 250 people.
Where is Peacocks Medical Group based?
Peacocks Medical Group is headquartered in Newcastle Upon Tyne, United Kingdom, in the Europe region.
How does Peacocks Medical Group make money?
Four revenue lines are on record. NHS Contract Services are the primary driver. The others are private Patient Services, product Sales and curo Clinical Waste Solutions.
Who are Peacocks Medical Group's main competitors?
Direct peers on record are Steeper Group, Reeds Footwear, BRACE Orthopaedic, Ortho Europe, TalarMade, Dorset Orthopaedic and CHANECO. Broad incumbents are Ottobock and Blatchford. MediRoyal is listed as an emerging player.
Does Peacocks Medical Group have an API?
No public API is recorded for Peacocks Medical Group.
What industry is Peacocks Medical Group in?
Peacocks Medical Group's product category is Orthotic Services and Custom Medical Devices. Its primary akta.pro industry code is HLAHAMAC, Orthotics & Bracing (AFO/KAFO, Spinal, Soft Goods Supports), with a secondary code of HLAHAEAI, Orthotics & Bracing (Spinal/Lower/Upper Extremity Orthoses). Its NAICS code is 31621 and its SIC code is 3842.