Athletes Care

What Athletes Care does

Athlete's Care Sports Medicine Centres is a privately held, multi-disciplinary sports medicine and rehabilitation practice founded in 1997 in downtown Toronto. The company operates 27 clinic locations spanning Toronto (including co-located sites at York University, the Toronto Pan Am Sports Centre, and One Health Clubs), the Greater Toronto Area (Aurora, Brampton, Etobicoke, Markham, Mississauga, Oakville, Scarborough, Vaughan, Whitby), and Ottawa. Services span physiotherapy, massage therapy, chiropractic, sports medicine physicians, orthopedic surgery consultations, concussion management, custom bracing and orthotics, medical acupuncture, shockwave and laser therapy, osteopathy, pelvic health physiotherapy, electrodiagnostics, nutritional counselling, mental performance consulting, virtual care, personal training, and blood flow restriction training — supported by a retail product line of braces and rehabilitation supplies. The underlying technology platform consists of the JaneApp self-serve online booking system, integrated clinic management software, and a virtual care delivery channel.

The business operates on a direct-to-consumer fee-for-service model. Patients self-refer, are referred by physicians, or are covered through extended health insurance plans, with direct billing to insurance providers available at select locations (e.g., Oakville South). Revenue is generated per clinical session, with no tiered subscription plans disclosed and no publicly listed pricing. The customer base spans recreational, amateur, and professional athletes — the company is the Official Healthcare Provider of AFC Toronto and its practitioners have treated athletes at the Olympics, NHL, NBA, MLB, and UFC levels — alongside the general public seeking care for everyday musculoskeletal complaints, motor vehicle accident injuries, and work-related injuries. Women's health and pelvic health physiotherapy represent a growing specialty vertical. Marketing relies on content (blog, YouTube, email newsletters), SEO, and earned media (CBC, Vancouver Sun, The Score). The company is privately held with no documented outside capital, acquisitions, or leadership transitions in the source material.

Name

Athletes Care

Legal name

Athlete's Care Sports Medicine Centres

Website

https://athletescare.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

Athletes Care is a Toronto-founded (1997) multi-disciplinary sports medicine network operating 27 clinic locations across Ontario, delivering physiotherapy, massage, chiropractic, and sports medicine services primarily to athletes, active individuals, and the general public on a fee-for-service basis.

Ownership category

akta.pro rank

Product category

Sports Medicine and Rehabilitation Services

NAICS

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

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011)

akta.pro primary industry

Sports Medicine (HLAKALAB)

akta.pro secondary industries

Sports Rehabilitation, Return-to-Play & Performance Therapy Centers (MPAKAJAO), Orthopedic & Sports Rehabilitation Centers (HLAFAFAI), Sports Physical Therapy & Return-to-Play Rehab (HSADAIAB)

Keywords

• Sports medicine clinics
• Physiotherapy services
• Rehabilitation and recovery
• Chiropractic and massage therapy
• Concussion management

Headquarters

HQ city

Mississauga

HQ country

Canada

HQ region

North America

Offices27 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Fee-for-Service Clinical Treatments: Revenue generated from direct patient payments for physiotherapy, massage therapy, chiropractic, sports medicine, and other rehabilitation services. Patients pay per session or treatment course, with many plans partially covered through extended health insurance. Direct billing to insurance available at select locations.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Athlete's Care is a multi-location sports medicine and rehabilitation practice operating 27 clinic locations across Toronto, the Greater Toronto Area, and Ottawa. The company delivers fee-for-service clinical care in physiotherapy, massage therapy, chiropractic, sports medicine, concussion management, custom bracing/orthotics, and orthopedic surgery consultations, supplemented by specialty therapies (shockwave, laser, osteopathy, acupuncture, pelvic health physiotherapy) and retail sale of braces, sleeves, and rehabilitation supplies. Appointments are booked directly by patients online via JaneApp, with online booking, virtual care, and direct billing to select insurance providers at many clinics.

Product overview

Athlete's Care is a multi-location sports medicine and rehabilitation practice operating 27 clinic locations across Toronto, Greater Toronto Area, and Ottawa. The company offers a comprehensive portfolio of healthcare services organized as a platform-plus-modules architecture. Core services include Physiotherapy, Massage Therapy, Chiropractic, and Sports Medicine Physicians, supported by specialty services such as Orthopedic Surgery Consultations, Pelvic Health Physiotherapy, Shockwave Therapy, Laser Therapy, Concussion Management, Custom Bracing, Custom Orthotics, Medical Acupuncture, and the Runners Program. Additional offerings include Osteopathy, Nutritional Counselling, Mental Performance Consulting, Virtual Care, Personal Training, and Blood Flow Restriction (BFR) Training. The company also sells complementary products including Ankle & Foot Braces, Knee Braces & Sleeves, Wrist & Hand Braces, Elbow Braces, Back & Neck Accessories, and Rehab & Post-Op Supplies. Together, these services and products form a one-stop destination for sports medicine, rehabilitation, and performance enhancement.

Differentiator

Problem solved

Functional benefit

Brands

• Physio at Home: Home physiotherapy service offering

Products and services

• Physiotherapy Expert assessment, treatment, and prevention of sport, recreational, and everyday injuries using a dynamic, active approach to rehabilitation; for athletes, active individuals, and patients with general musculoskeletal conditions.
• Massage Therapy Treatment by regulated massage therapy professionals using varied techniques, with customized plans addressing each client's needs; for athletes, active individuals, and patients with soft-tissue complaints.
• Chiropractic Integrated approach to assessment and management of soft-tissue injuries, leveraging years of experience treating professional athletes; for athletes and patients with musculoskeletal conditions.
• Sports Medicine Physicians Medical consultations with physicians specialized in musculoskeletal and sport-related injuries, providing medical coverage for Toronto sports teams and sporting events; for athletes and active individuals.
• Medical Acupuncture Modern scientific approach to traditional acupuncture using fine needles to stimulate the nervous system for therapeutic effect; for patients with musculoskeletal pain and dysfunction.
• Custom Bracing Provision of high-quality braces — custom or manufactured — that support injured joints while allowing movement; for athletes and office workers requiring joint stabilization.
• Custom Orthotics Treatment of biomechanical disorders using custom orthotics to improve mobility and balance while protecting weak or injured joints and limbs; for athletes and patients with biomechanical dysfunction.
• Concussion Management Evidence-based, personalized care ensuring safe return to sports, academics, or work using collaborative rehabilitation strategies; for athletes, students, and workers recovering from concussion.
• Orthopedic Surgery Consultations Consultations with orthopedic surgeons for surgical evaluation and treatment planning; for patients requiring specialist orthopedic assessment.
• Pelvic Health Physiotherapy Specialized physiotherapy for pelvic floor conditions and rehabilitation; for women and men experiencing pelvic floor dysfunction.
• Shockwave Therapy Extracorporeal shock wave therapy for treating and relieving pain associated with soft-tissue conditions such as tendinitis.
• Laser Therapy Therapeutic laser treatment for various musculoskeletal conditions.
• Osteopathy Manual osteopathic treatment for musculoskeletal and physiological dysfunctions.
• Runners Program Specialized program for runners including injury prevention, assessment, and performance optimization.
• Electrodiagnostics (EMG & NCS) Electromyography and nerve conduction studies for diagnosing neuromuscular conditions.
• Nutritional Counselling Dietary guidance and nutritional planning to support recovery and performance.
• Mental Performance Consultant Mental skills training for athletes to enhance performance and mental resilience.
• Virtual Care Telehealth appointments and remote consultations for continued care; for patients who cannot easily attend in-person visits.
• Personal Training One-on-one fitness coaching and exercise programming.
• Blood Flow Restriction (BFR) Training Specialized training technique using blood flow restriction to enhance muscle strengthening.
• Physio at Home Home-based physiotherapy service delivered to patients in their residence through the Physio at Home offering.
• Ankle & Foot Braces Retail bracing products for ankle and foot support and injury prevention, sold to athletes and patients.
• Knee Braces & Sleeves Retail bracing and compression products for knee support and rehabilitation.
• Wrist & Hand Braces Retail bracing products for wrist and hand conditions and injuries.
• Elbow Braces Retail elbow braces for elbow support and tendinitis treatment.
• Back & Neck Accessories Retail support accessories for back and neck pain relief and posture correction.
• Rehab & Post-Op Supplies Retail rehabilitation equipment and supplies for post-operative recovery.

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered minor and core.

• BioSteel Pro Hockey CampminorGTM or Marketing Partner · 1 January 2013Athlete's Care participated in BioSteel Pro Hockey Camp 2013, a high-profile hockey development event, building brand visibility among hockey athletes and families.
• AFC TorontocoreGTM or Marketing PartnerAthlete's Care is the Official Healthcare Provider of AFC Toronto soccer club, providing sports medicine and physiotherapy services to the team's athletes.
• One Health ClubsminorChannel Partner/ Reseller/ DistributorAthlete's Care Mississauga location operates inside One Health Clubs at Cawthra and QEW, providing physiotherapy and sports medicine services to gym members and the public.
• Aurora Athletic ClubminorChannel Partner/ Reseller/ DistributorAthlete's Care Aurora location operates inside Aurora Athletic Club, providing sports medicine services to club members and local residents.
• Toronto Pan Am Sports CentrecoreChannel Partner/ Reseller/ DistributorAthlete's Care Scarborough East clinic is located inside the Toronto Pan Am Sports Centre at 875 Morningside Ave, a major multi-sport facility. The location offers sports medicine, lymphatic drainage, and orthopaedic bracing services.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lifemark Health: One of Canada's largest national physiotherapy and sports medicine clinic networks with multi-disciplinary services including physio, massage, chiropractic, and sports medicine. Directly comparable in model, services, and target patient base to Athletes Care.
• CBI Health: National Canadian multi-disciplinary healthcare network operating rehabilitation clinics, sports medicine, and physiotherapy services across multiple provinces. Comparable in scale, multi-disciplinary care model, and Canadian healthcare footprint.
• pt Health: Canadian physiotherapy and rehabilitation clinic chain offering physiotherapy, massage therapy, chiropractic, and sports injury rehabilitation. Operates a multi-location model with similar direct-to-consumer booking and insurance billing practices.
• MyoCore Health & Performance: Toronto-based sports physiotherapy and performance clinic offering integrated physiotherapy, chiropractic, massage, and training services. Closely comparable in service mix and Toronto-area sports medicine positioning.

Emerging players

• Strive Health & Performance: Toronto-area multi-disciplinary sports clinic with similar chiropractor/physio/massage model and active-population focus. Comparable in size and target market but smaller footprint.
• Massage Addict: Canadian membership-based massage, physiotherapy, and chiropractic clinic chain with 100+ locations. Partially overlaps with Athletes Care in massage therapy and chiropractic offerings within a similar D2C, multi-location model.
• Myodetox: Toronto-based chain offering physiotherapy, chiropractic, and recovery services targeted at active urban populations. Comparable in positioning, urban footprint, and active-population D2C focus.

Regional players

• Oakville Physiotherapy / Atlas Sports Therapy: Boutique sports therapy and physiotherapy clinics operating in the Greater Toronto Area with similar sports-injury and athlete focus. Comparable service mix but smaller geographic coverage.

Others

• Toronto Athletic Clubs: Membership-based athletic clubs in Toronto providing fitness and recovery services. Ecosystem partner / channel overlap given that some Athletes Care locations are embedded in athletic clubs (e.g., Aurora, Mississauga-One Health Clubs).

Broad incumbents

• Cleveland Clinic Canada: Toronto-based multi-specialty clinic offering sports medicine, orthopedics, and rehabilitation services as part of a broader health system. Comparable in sports medicine services and patient base but operates as part of a much larger health system portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCd5cY4J4cQ
• LinkedInlinkedin.com/company/athletescare
• Xx.com/athletescare
• Facebookfacebook.com/Athletes-Care-Sports-Medicine-Cent

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Athletes Care