Shoreline Orthopaedics

What Shoreline Orthopaedics does

Shoreline Orthopaedics & Sports Medicine Clinic, PLC is a private multi-location orthopaedic medical practice headquartered in Holland, Michigan, serving patients across West Michigan since 1990. The practice operates four sites — a Holland headquarters, a Hudsonville clinic opened in 2023, a Zeeland clinic, and The Surgery Center at Westpark ambulatory surgery center — staffed by 14 fellowship-trained physicians and advanced practice providers covering joint replacement and revision, sports medicine, spine surgery, hand/wrist, foot/ankle, podiatry, pain management, physical medicine and rehabilitation, and orthopaedic trauma. Shoreline also operates a Bone Health & Osteoporosis Clinic and an Orthopaedic Urgent Care walk-in service at three sites, providing same-day specialized triage for bone, joint, and muscle injuries without an ER visit.

The practice's technology stack centers on the eClinicalWorks (ECW) Cloud Patient Portal with healow integration for self-serve scheduling and Healow Pay for billing. Proprietary or third-party digital tools include the DARI 3D Motion Capture system for biomechanical diagnostic assessment, the HURT! mobile app for 24/7 patient injury triage connecting users to a network of orthopaedic specialists, and Sandy, an AI scheduling assistant available outside office hours. Digital X-Ray and Electromyography (EMG) are offered on-site, alongside Durable Medical Equipment (braces, boots, walkers, slings) and a dedicated Workers' Compensation service with a coordinator coordinating with employers, case managers, and insurance providers.

Shoreline generates revenue primarily through professional services — patient consultations, diagnostics, in-office procedures, and outpatient surgery — reimbursed via insurance with co-pays collected at the time of appointment. Ancillary revenue streams include Workers' Compensation case management and hardware sales through Durable Medical Equipment. The go-to-market motion is multi-channel: primary care physician and ER referrals, employer- and case-manager-driven workers' compensation, walk-in urgent care, community sports-team affiliations, and direct-to-consumer acquisition through the HURT! app and practice-branded content marketing. The practice joined the Michigan Orthopaedic Alliance in 2015 alongside Great Lakes Orthopaedic Center and Orthopaedic Associates of Muskegon, a collaborative network that pools resources across Michigan while preserving each member's operational independence.

Name

Shoreline Orthopaedics

Legal name

Shoreline Orthopaedics & Sports Medicine Clinic, PLC

Website

https://shorelineortho.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

51–100 employees

Short description

Shoreline Orthopaedics is a private, multi-location orthopaedic medical practice serving West Michigan patients since 1990. Fourteen fellowship-trained physicians deliver comprehensive musculoskeletal care — including urgent care, joint replacement, sports medicine, spine, and podiatry — across clinics and an ambulatory surgery center in Holland, Hudsonville, and Zeeland.

Ownership category

akta.pro rank

Product category

Orthopaedic Healthcare Services

NAICS

Offices of Physicians (6211), Ambulatory Health Care Services (621)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011), Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)

akta.pro primary industry

General Orthopedics (HLAKALAA)

akta.pro secondary industries

Orthopedic & Spine Surgery Centers (HLAFAIAG), Orthopedic Surgery (Operative Orthopedics) (HLAKALAC), Foot & Ankle (HLAKALAG), Spine (Orthopedic Spine) (HLAKALAE)

Keywords

• Orthopaedic medical services
• Musculoskeletal care
• Joint replacement surgery
• Sports medicine treatment
• Orthopaedic urgent care

Headquarters

HQ city

Holland

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Patient Visits and Medical Services: Revenue generated from patient consultations, diagnostic services (X-ray, EMG, DARI Motion), treatments, and surgical procedures. Insurance reimbursements and patient co-pays collected at time of appointment.
2. Workers' Compensation Services: Coordinated care for work-related musculoskeletal injuries with same-day/next-day appointments, IME reports, and direct coordination with employers, case managers, and insurance providers.
3. Durable Medical Equipment (DME): Sale and provision of orthopaedic products including braces, crutches, walkers, boots, slings, and casting materials directly to patients for injury recovery and mobility support.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Shoreline Orthopaedics is a multi-location orthopaedic medical practice that diagnoses, treats, and surgically manages musculoskeletal conditions in adult and pediatric patients across West Michigan. The practice sells professional physician services across multiple sub-specialties (sports medicine, joint replacement and revision, pain management, physical medicine & rehabilitation, podiatry) and operates a freestanding ambulatory surgery center, on-site diagnostic imaging (digital X-ray, EMG, DARI 3D motion capture), walk-in urgent orthopaedic care, a Bone Health & Osteoporosis Clinic, and an in-house durable medical equipment (DME) dispensary.

Product overview

Shoreline Orthopaedics is a multi-location orthopaedic practice offering comprehensive musculoskeletal care across West Michigan. The practice operates as a unified offering comprising emergency/urgent orthopaedic services (Orthopaedic Urgent Care walk-in clinics and HURT! mobile app for 24/7 injury advice), advanced diagnostic capabilities (Digital X-Ray, DARI 3D Motion Capture, EMG testing), surgical services (Ambulatory Surgery Center, The Surgery Center at Westpark, Joint Replacement & Revision), specialty clinical services (Sports Medicine, Bone Health & Osteoporosis Clinic, Podiatry, Pain Management, Physical Medicine & Rehabilitation), and medical equipment (Durable Medical Equipment). The practice also provides specialized Workers' Compensation services for job-related injuries. With 13 physicians and multiple locations in Holland, Hudsonville, Zeeland, and a surgery center, Shoreline Orthopaedics delivers coordinated orthopaedic care from diagnosis through rehabilitation.

Differentiator

Problem solved

Functional benefit

Brands

• HURT!: Orthopaedic urgent care app providing 24/7 injury advice and on-demand access to orthopaedic specialists.

Quantifiable outcome

• 98% range of motion recovery reported for complex shoulder fracture cases
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability1 record

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Michigan Orthopaedic AlliancecoreStrategic or Co-development Partner · 1 January 2015Shoreline Orthopaedics joined the Michigan Orthopaedic Alliance alongside Great Lakes Orthopaedic Center (Traverse City) and Orthopaedic Associates of Muskegon (Muskegon and Grand Haven). The alliance strengthens care delivery, expands resources, and enhances services for patients across Michigan while each practice maintains independence.
• avid hotel (Zeeland)minorOthersPartnered with avid hotel in Zeeland to offer patients and families traveling for procedures an exclusive 15% discount on hotel accommodations. Located at 8225 Westpark Way, minutes from the surgery center.
• Pickleball DoctorscoreGTM or Marketing PartnerShoreline Orthopaedics is the exclusive regional partner for Pickleball Doctors in Holland/West Michigan. This marketing partnership positions their sports medicine physicians as pickleball injury specialists, providing expert tips and treatment for the growing pickleball community.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• OrthoCarolina: One of the largest independent orthopaedic practices in the US, with 130+ physicians across multiple subspecialties including sports medicine, spine, joint replacement, hand, and foot & ankle. Highly comparable multi-subspecialty group model with in-house diagnostics, therapy, and surgery centers in the Southeast.
• Rothman Orthopaedic Institute: Large multi-specialty orthopaedic group with 50+ locations across the Mid-Atlantic and Florida, offering joint replacement, sports medicine, spine, and urgent orthopaedic care. Closely comparable in scope (comprehensive subspecialty coverage, ASC operations, urgent care walk-ins, sports partnerships).
• OrthoVirginia: Physician-owned orthopaedic practice with 100+ physicians across Virginia, covering the same full subspecialty breadth as Shoreline (joint replacement, sports medicine, spine, hand, foot/ankle, pain management, PM&R). Comparable in offering multi-location, multi-specialty orthopaedic care with on-site MRI, PT, and DME.
• Illinois Bone & Joint Institute: Midwest-based multi-specialty orthopaedic group with 100+ physicians and 20+ locations, offering joint replacement, sports medicine, spine, hand, foot/ankle, pain management, and immediate care. Strong regional peer given overlapping Midwest market and similar comprehensive service stack.
• Resurgens Orthopaedics: One of the largest physician-owned orthopaedic practices in the US, with 100+ physicians across 24+ locations in Georgia. Mirrors Shoreline's model with comprehensive subspecialty coverage, in-house imaging and physical therapy, and ambulatory surgery centers.
• Twin Cities Orthopedics: Large multi-specialty orthopaedic group in Minnesota with 100+ physicians, comprehensive subspecialty coverage, urgent care walk-ins, and on-site surgery centers. Closely mirrors Shoreline's integrated service line model with same focus on regional, multi-location musculoskeletal care.
• Midwest Orthopaedics at Rush: Academic-affiliated multi-specialty orthopaedic group with fellowship-trained surgeons covering sports medicine, joint replacement, spine, hand, foot/ankle, and trauma. Comparable in delivering subspecialty depth and high surgical volumes in a defined Midwest region.
• Orthopaedic Associates of Muskegon: Multi-specialty orthopaedic practice in Muskegon/Grand Haven, Michigan, and a fellow member of the Michigan Orthopaedic Alliance alongside Shoreline. The most directly comparable peer given shared alliance, similar size, and overlapping Michigan market presence.
• Great Lakes Orthopaedic Center: Traverse City, Michigan-based orthopaedic practice and the third member of the Michigan Orthopaedic Alliance. Highly comparable given shared alliance membership, similar multi-specialty scope, and Michigan footprint, even though serving a different region of the state.

Others

• Healthcare Outcomes Performance Company (HOPCo): Orthopaedic practice management and MSO platform that partners with and acquires independent orthopaedic groups, including ASC ownership. Relevant as a potential consolidator or strategic counterparty for Shoreline given its independent practice structure and ASC asset.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@shorelineorthopaedics5693
• Facebookfacebook.com/shorelineortho
• LinkedInlinkedin.com/company/shoreline-orthopaedics
• Instagraminstagram.com/shorelineorthopaedicsmi

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 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 Shoreline Orthopaedics