The Chiropractic Clinic

What The Chiropractic Clinic does

The Chiropractic Clinic (legally New Malden Chiropractic Clinic Ltd), trading since 2026 as New Malden Health & Performance Clinic, is a privately held multidisciplinary musculoskeletal practice operating from a single site at 157 Burlington Road, New Malden, Surrey. Founded around 1980-1984 and owned since 2014 by Clinical Director Nick Metcalfe, the practice delivers chiropractic, physiotherapy, sports massage, paediatric chiropractic, pregnancy chiropractic, and clinical Pilates to individual patients across South West London and Surrey. Its patient base spans general adults with back, neck and joint pain, athletes (amateur through professional), expectant and new mothers, infants and children, and office workers, with several practitioners holding elite-sport consulting roles at Fulham FC and AFC Wimbledon.

Operationally, the clinic runs on Cliniko, a cloud-based, Australian-owned, GDPR-compliant practice management system that handles patient records, clinical documentation, and 24/7 online appointment booking, supplemented by phone and WhatsApp booking channels. The clinical team comprises approximately 8 practitioners led by Nick Metcalfe, with Laura Metcalfe serving as Group Practice and Finance Director overseeing both this clinic and the related Staines Chiropractic Clinic. The practice has been awarded the Royal College of Chiropractors Clinic Management Quality Mark and Patient Practice Quality Mark, holds a 5.0-star Google rating across 210 reviews, and maintains direct-billing relationships with seven private medical insurers (AXA, Bupa, WPA, Cigna, Vitality, Healix, Healthcare RM).

The business operates a simple pay-as-you-go professional services model with no membership packages or sales bundles. Pricing is tiered by practitioner seniority (chiropractic initial consultation £65 for senior associate, £90 for the Clinic Director; follow-up £56), by discipline (physiotherapy £80-£90, sports massage £40-£60, clinical Pilates £80), and includes first treatment in initial consultations unless further testing is required. The clinic is owner-operated with no external institutional capital, no parent company, and no disclosed revenue; growth levers to date have been service-line expansion, practitioner recruitment, sports-team affiliations, and insurance-network build-out.

Name

The Chiropractic Clinic

Legal name

New Malden Chiropractic Clinic Ltd

Website

https://backandneckpain.co.uk

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

1–10 employees

Short description

The Chiropractic Clinic (New Malden Health & Performance Clinic) is a privately held multidisciplinary musculoskeletal practice in Surrey, UK, offering chiropractic, physiotherapy, sports massage, paediatric, pregnancy, and clinical Pilates services to individual patients and elite athletes in South West London.

Ownership category

akta.pro rank

Product category

Chiropractic and musculoskeletal healthcare services

NAICS

Offices of Chiropractors (62131), Offices of Physical, Occupational and Speech Therapists, and Audiologists (621340)

SIC

Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

General Chiropractic Care (HSADALAA)

akta.pro secondary industries

Sports Chiropractic & Performance Care (HSADALAB), Pain Management Chiropractic (Neck/Back/Sciatica) (HSADALAI), Pediatric & Family Chiropractic (HSADALAC), Prenatal & Postpartum Chiropractic (HSADALAD), Medical/Therapeutic Massage (Rehab/Pain Management) (HSALAEAO)

Keywords

• Chiropractic treatment services
• Musculoskeletal physiotherapy
• Sports massage therapy
• Paediatric chiropractic care
• Clinical pilates sessions

Headquarters

HQ city

New Malden

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Chiropractic Services: Chiropractic consultations and treatments including initial assessments and follow-up sessions. Initial consultations include the first treatment unless further testing is required. Priced by practitioner seniority level.
2. Physiotherapy Services: Sports physiotherapy services with 30-minute and standard session options. Provided by chartered physiotherapists with elite sports backgrounds.
3. Sports Massage Services: Sports massage therapy with 30-minute and 60-minute session options. Performed by qualified sports massage therapists.
4. Clinical Pilates Services: Private one-to-one clinical Pilates sessions led by clinicians (Chiropractors or Physiotherapists). Includes Physio-lates appointments combining treatment with Pilates exercise.
5. Insurance Billing: Direct billing to private health insurance companies including AXA, Bupa, WPA, Cigna, and Vitality. Patients may be able to claim for all or part of their care through their insurance provider.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

The Chiropractic Clinic provides hands-on musculoskeletal healthcare services, with chiropractic treatment as the core offering, supplemented by physiotherapy, sports massage, paediatric chiropractic, pregnancy chiropractic, and clinical Pilates. Services are delivered by registered chiropractors, chartered physiotherapists, and sports massage therapists on a pay-as-you-go basis, with direct billing to major UK private health insurers.

Product overview

The New Malden Health & Performance Clinic (formerly New Malden Chiropractic) is a multi-disciplinary healthcare clinic offering a coordinated suite of treatment services. The core offering is Chiropractic care, supported by complementary services including Physiotherapy, Sports Massage, Paediatric Chiropractic, Pregnancy Chiropractic, and Clinical Pilates. Each service is delivered by specialist practitioners who collaborate to co-manage patients, and appointments can be booked online via the Cliniko booking platform. The clinic accepts direct billing from major health insurance providers including Axa, Bupa, WPA, Cigna, and Vitality.

Differentiator

Problem solved

Functional benefit

Products and services

• Chiropractic Hands-on chiropractic treatment involving soft tissue work, mobilisations, and gentle manipulations for back pain, neck pain, muscle strains, sciatica, arthritic pain, migraines, headaches, and sports injuries. Suitable for all ages including infants and children.
• Physiotherapy Sports physiotherapy service providing elite-level care adapted for everyone, covering sports injury assessment, advanced manual and soft tissue therapy, joint manipulation and mobilisation, functional neuromuscular retraining, strength and conditioning, and return-to-sport planning.
• Sports Massage Deep, invigorating massage and stretching treatment focusing on muscles and soft tissues, used to assist athletic performance, prepare for sporting events, or aid recovery and rehabilitation. Also includes remedial massage as a more relaxing alternative.
• Paediatric Chiropractic Expert chiropractic care for babies and children, from as early as 1 week old, using gentle and tailored techniques. Services cover assessment of movement patterns, reflexes, milestones, and treatment adapted to the child's age and condition.
• Pregnancy Chiropractic Chiropractic care during and after pregnancy to address posture changes, pelvic discomfort, and joint pressure. Includes the Webster technique for restoring pelvic balance, alongside soft tissue work and safe exercise advice.
• Clinical Pilates Private one-to-one clinical Pilates sessions led by Chiropractors or Physiotherapists, designed to improve core strength, posture, and flexibility. Also offered as Physio-lates, a 40-minute combined treatment and focused exercise session tailored to individual needs.

Quantifiable outcome

• New patients accommodated within 48 hours of enquiry
• +2 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• Fulham FCcoreStrategic or Co-development PartnerNick Metcalfe serves as consultant chiropractor with Fulham FC first team medical department, working with professional football players. Tass Amiridis serves as First Team Physiotherapist and Rehabilitation Lead at Fulham FC.
• AFC WimbledoncoreStrategic or Co-development PartnerJames West serves as first team Chiropractor, working with AFC Wimbledon's medical team to prevent injury and aid recovery of professional footballers.
• AXA Health InsurancecoreChannel Partner/ Reseller/ DistributorRegistered with AXA for direct billing. Practitioners can bill AXA directly for patient treatment.
• Bupa Health InsurancecoreChannel Partner/ Reseller/ DistributorRegistered with Bupa for direct billing. Nick Metcalfe specifically registered with Bupa for direct billing.
• WPA (Western Providence Association)coreChannel Partner/ Reseller/ DistributorRegistered with WPA for direct billing of patient treatments.
• Cigna Health InsurancecoreChannel Partner/ Reseller/ DistributorRegistered with Cigna for direct billing of patient treatments.
• Vitality Health InsurancecoreChannel Partner/ Reseller/ DistributorRegistered with Vitality for direct billing. Emma Cope Morgan specifically registered with Vitality.
• Healix Health ServicesminorChannel Partner/ Reseller/ DistributorRegistered with Healix for direct billing of patient treatments.
• Healthcare RMminorChannel Partner/ Reseller/ DistributorRegistered with Healthcare RM for direct billing of patient treatments.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Ascenti: One of the UK's largest physiotherapy chains, combining NHS contracts with private clinics and digital triage. Comparable core physiotherapy offering but at much greater scale and with broader B2B/NHS exposure.
• Nuffield Health: UK-wide private hospital and wellbeing operator with physiotherapy and sports injury services as part of a broader fitness/health portfolio. Overlapping capability but operates at much larger scale and is not specialist in chiropractic.
• Bupa Health Clinics: UK private healthcare provider with physiotherapy, musculoskeletal, and diagnostic services embedded within a wider insurance and clinic network. Overlapping service capability but operates at much larger scale and benefits from its own insurance panel.

Direct peers

• Six Physio: London-based chain of multidisciplinary clinics offering physiotherapy, sports massage, Pilates, and sports injury rehabilitation across premium locations. Closely comparable product mix and target customer (private-pay, insurance-reimbursed musculoskeletal patients in Greater London).
• Halo Physio: UK private physiotherapy and sports injury clinic with multidisciplinary practitioners and insurance panel registration. Comparable service offering and premium private-pay positioning.
• Pure Sports Medicine: London-based multidisciplinary sports medicine and physiotherapy clinic with elite-sport practitioner credentials and direct insurance billing. Highly comparable premium positioning, sports-injury focus, and chartered-physiotherapist/chiropractor offering.
• Octopus Clinic: London private physiotherapy, osteopathy, and sports injury clinic with multidisciplinary practitioner team and insurance direct billing. Comparable service mix and premium central-London positioning.
• The Whitehouse Clinic: Surrey-based multidisciplinary clinic offering chiropractic, physiotherapy, sports massage, and Pilates with insurance direct billing. Highly comparable service mix, regional positioning, and target customer.

Regional players

• Active Health Clinics: UK-based multidisciplinary sports injury and rehabilitation clinic with physiotherapy, chiropractic, and sports massage offerings. Comparable service mix with similar target market and premium positioning.

Emerging players

• Bodyset: UK-wide chain of physiotherapy and sports massage clinics with digital booking and a younger, app-enabled brand. Comparable service line but more focused on next-generation patient acquisition and digital engagement than the anchor clinic.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 The Chiropractic Clinic