Paladina Health

What Paladina Health does

Paladina Health, operating as Marathon Health, is a U.S.-based advanced primary care provider founded in 2009 (originally headquartered in Denver, now headquartered in Indianapolis per the Marathon Health website) and acquired by Cano Health in 2024, under which it was rebranded from Paladina Health to Marathon Health. The company delivers a "Complete Care" model that integrates physical health, mental health, lifestyle management, musculoskeletal/physical therapy, occupational health, population health management, medication management, and value-driven referrals into a unified care delivery platform. Care is accessed through four channels: onsite health centers at employer worksites, nearsite health centers near employer facilities, network-affiliated health centers, and virtual/telehealth services supported by a patient-facing mobile app on iOS and Android.

The company's platform is sold exclusively on a B2B basis to self-insured employers, labor unions, health plans, and brokers/consultants, with a subscription-style revenue model based on per-employee-per-month (PEPM) or membership-based fees tied to the size of the covered employee population. Go-to-market is a sales-assisted enterprise field sales motion with a three-step engagement (needs consultation, customized solution and ROI analysis, health center implementation). The customer base spans diverse verticals and includes Tyson Foods, General Mills, Michelin, New Balance, Coca-Cola Consolidated, Keurig Dr Pepper, Aflac, DaVita, Lenovo, Toyota Industries North America, Campbell's, Milliken, the State of Colorado, and the City of Charlotte, among others.

The company operates with 251-500 employees and received KLAS Research Best-in-KLAS recognition for Employer-Sponsored Healthcare Services in 2024. Pricing is negotiated per client rather than publicly disclosed. Marketing is conducted through content marketing (blog, case studies, eBooks, webinars), organic social channels, and broker/consultant enablement, with the website heavily emphasizing customer logos for social proof.

Name

Paladina Health

Legal name

Marathon Health

Website

https://paladinahealth.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

251–500 employees

Short description

Marathon Health (formerly Paladina Health) provides employer-sponsored advanced primary care through onsite, nearsite, network, and virtual health centers, serving Fortune 500 employers, unions, and government clients on a per-employee subscription basis.

Ownership category

akta.pro rank

Product category

Employer-Sponsored Primary Care

NAICS

Offices of Physicians (6211), Offices of Physical, Occupational and Speech Therapists, and Audiologists (62134)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011), Services-Health Services (8000)

akta.pro primary industry

Employer Wellness & Population Health Programs (HLAEAAAH)

akta.pro secondary industries

Membership/Subscription Concierge Virtual Care (HLALAAAH), Chronic Condition Lifestyle Coaching (Non-Clinical) (HSADAGAH), Behavioral Health-Integrated Chronic Care (SUD comorbidity, collaborative care) (HLALAFAK)

Keywords

• Advanced primary care
• Employer-sponsored healthcare
• Onsite health centers
• Occupational health services
• Population health management

Headquarters

HQ city

Denver

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Employer-Sponsored Healthcare Services: Marathon Health generates revenue by providing advanced primary care and occupational health services to employer-sponsored health plans. Employers contract for access to onsite/nearsite health centers, network health centers, and virtual care services. Revenue is derived from per-employee-per-month (PEPM) or membership-based fees charged to employer clients, making it a recurring subscription-style revenue model tied to the size of the covered employee population.
2. Health Plan Partnerships: Marathon Health serves as a care delivery partner for health plans, providing advanced primary care infrastructure and services to health plan members. This generates revenue through negotiated arrangements with insurance carriers and third-party administrators.
3. Concierge Medicine Membership Fees: Paladina Health historically operated direct-to-employer and direct-to-consumer concierge medicine membership programs. The global concierge medicine membership market reached USD 10.8 billion in 2024 and is projected to grow to USD 24.2 billion by 2033 with a CAGR of 9.2%. Membership fees represent a recurring revenue stream for personalized, membership-based healthcare delivery.

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels11 records

Core offering

Paladina Health (now operating as Marathon Health) provides advanced primary care and occupational health services to employer-sponsored populations through onsite, nearsite, network, and virtual health centers. The Complete Care model integrates physical health, mental health, lifestyle management, musculoskeletal care, occupational health, population health management, medication management, and value-driven referrals into a unified care delivery system sold on a per-employee-per-month subscription basis.

Product overview

Marathon Health offers a platform-based Advanced Primary Care model with multiple integrated modules and service delivery options. The core offering is Advanced Primary Care, which serves as the foundation. Additional services including Virtual Primary Care, Mental Health Care, Lifestyle Management, MSK/Physical Therapy, Occupational Health, Population Health Management, Value-Driven Referrals, and Medication Management are offered as add-on modules that can be tailored to each employer's needs. These services are delivered through three care access models: Onsite Health Centers (placed at employer locations), Nearsite Health Centers (near employer sites), and Network Health Centers (for broader geographic coverage). The company also provides mobile apps for patient access.

Differentiator

Problem solved

Functional benefit

Products and services

• Advanced Primary Care The primary care model providing personalized, affordable healthcare services focused on improving health outcomes and lowering healthcare costs for employer populations.
• Onsite & Nearsite Health Centers Physical health center locations placed at or near employer worksites for convenient employee access to primary care, preventive services, and wellness programs.
• Network Health Centers Network-based health center model providing broader geographic access for distributed workforces without dedicated worksite facilities.
• Virtual Primary Care Virtual healthcare services enabling employees to access primary care remotely through digital channels, complementing in-person health center delivery.
• Mental Health Care Mental health services integrated into the primary care model to address behavioral and psychological health needs.
• Lifestyle Management Wellness programs and services focused on healthy behaviors and lifestyle changes, including coaching.
• Musculoskeletal (MSK) / Physical Therapy Physical therapy and musculoskeletal care services for injury prevention and rehabilitation.
• Occupational Health Workplace health services including occupational therapy and health and safety programs.
• Population Health Management Data-driven health management solutions for analyzing and improving health outcomes across employee populations.
• Value-Driven Referrals Care coordination services that guide employees to high-value specialist referrals when needed beyond primary care scope.
• Medication Management Pharmaceutical management services to optimize medication use and reduce costs.

Quantifiable outcome

• Annual savings per employee (specific amount varies by client)
• +5 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Forward Health: Tech-forward primary care membership model with employer-benefit options; overlapping in advanced primary care but lighter physical footprint and more consumer-skewed, making it more emerging than direct today.
• Teladoc Health: Large virtual-care platform offering employer-sponsored primary care, chronic care, and mental health; overlaps with Marathon's virtual primary care and chronic-condition management modules but lacks the physical onsite center distribution.

Direct peers

• One Medical (Amazon): Membership-based primary care platform now backed by Amazon; while historically consumer-led, increasingly offers employer-sponsored benefits and competes head-to-head for advanced primary care contracts with superior capital and brand.
• Premise Health: Direct competitor and the largest dedicated provider of employer-sponsored onsite, nearsite, and virtual primary care health centers in the U.S. The closest like-for-like peer in delivery model, customer base, and value proposition.
• Crossover Health: Employer- and health-plan-sponsored advanced primary care combining onsite/nearsite health centers with virtual care for self-insured employers; similarly targets Fortune 500 benefits leaders with integrated physical and mental health.
• Everside Health: Operates employer-sponsored primary care health centers (onsite, nearsite, shared, virtual) and was formed through combinations including the former Paladina Health competitor line; directly comparable service suite and PEPM economics.
• CareATC: Employer-sponsored onsite/nearsite primary care and wellness provider serving self-insured employers and municipalities with PEPM economics, directly competing for the same mid-market and large employer RFPs.
• Vera Whole Health (part of Castlight): Value-based advanced primary care operator delivering onsite, nearsite, and shared clinic models to employers and unions; comparable integrated physical/behavioral model and PEPM pricing.

Broad incumbents

• Oak Street Health (CVS Health): Value-based primary care backbone of CVS Health's care delivery strategy; while primarily serving Medicare seniors, expanding employer and payer relationships and competes for advanced primary care dollars with vastly larger balance sheet.
• Humana CenterWell Senior Primary Care: Humana-owned senior-focused advanced primary care network increasingly being opened to commercial employer populations through its payvider platform; broad incumbent with deep capital expanding into Marathon Health's territory.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/marathonhealth
• Facebookfacebook.com/MarathonHealth
• LinkedInlinkedin.com/company/marathon-health
• Instagraminstagram.com/marathonhealth
• Xx.com/PaladinaHealth

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Paladina Health