Noigroup

What Noigroup does

Noigroup, legally Neuro Orthopaedic Institute (Australasia) Pty Ltd, is a privately held education provider and publishing house headquartered in Adelaide, Australia with a secondary office in New York. Founded in 2001 by David Butler and Professor Lorimer Moseley AO, the company specializes in pain science education built on a biopsychosocial framework that integrates biology, psychology, and social context. Its core methodology, the Explain Pain approach first presented in 2003 and validated by over 100 clinical trials, is delivered through books (Explain Pain Second Edition, Explain Pain Supercharged, The Explain Pain Handbook: Protectometer, Pain and Perception, Bodily Relearning), the proprietary Graded Motor Imagery (GMI) three-stage protocol (left/right discrimination, motor imagery, mirror therapy), and the Protectometer clinical tool for identifying DIMs and SIMs. Supporting products include the Recognise mobile apps (iOS/Android) and flash card collections for left/right discrimination, plus physical clinical tools such as the Mirror Box.

The business operates a diversified, multi-channel revenue model: direct e-commerce through noigroup.com for books, apps, and physical tools priced from AUD $31.50 to AUD $221.85; live and self-paced online courses through courses.noigroup.com on a subscription/recurring basis; and a regional distributor network (OPTP in the US, NOI UK, NOI NL, KPTEN France, NOI Germany, NOI Spain) for local fulfillment. Customers split across two primary segments — health professionals (physiotherapists, physical therapists, occupational therapists, exercise physiologists, psychologists) who purchase courses, books, and clinical tools, and people living with chronic pain plus their families who consume patient-facing books and apps. A global instructor network spanning 38+ countries and the 583+ clinician Clinician Directory function as both a patient resource and a referral ecosystem that drives downstream course and product demand. Research alliances with the University of South Australia, Neuroscience Research Australia (NeuRA), and SAHMRI provide a continuous evidence pipeline that reinforces the company's content authority.

Name

Noigroup

Legal name

Neuro Orthopaedic Institute (Australasia) Pty Ltd

Website

https://noigroup.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Noigroup is a privately held pain science education publisher and course provider, founded in 2001 in Adelaide, Australia by David Butler and Lorimer Moseley. It sells books, mobile apps, clinical tools, and live/self-paced courses built on its Explain Pain and Graded Motor Imagery methodologies to clinicians and patients with chronic pain across 38+ countries.

Ownership category

akta.pro rank

Product category

Pain Science Education

NAICS

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

SIC

Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)

akta.pro primary industry

Chronic Condition Lifestyle Coaching (Non-Clinical) (HSADAGAH)

akta.pro secondary industry

Medication Adherence, Digital Therapeutics & Remote Coaching (condition-specific programs) (HLALAFAF)

Keywords

• Pain science education
• Chronic pain management
• Clinical rehabilitation training
• Graded motor imagery
• Manual therapy resources

Headquarters

HQ city

Adelaide

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Book and Publication Sales: Sale of print and digital books including Explain Pain Second Edition (AUD $75), Explain Pain Supercharged (AUD $140), Graded Motor Imagery Handbook (AUD $50), and other educational resources. Products include e-books, audiobooks, and bundled packs at various price points ranging from AUD $31.50 to over AUD $220.
2. Educational Courses: Live instructor-led courses and self-paced online courses for health professionals covering Explain Pain, Graded Motor Imagery, and related topics. Courses are offered across multiple timezones with certificates of attendance provided.
3. Physical Products: Sale of physical rehabilitation tools including Mirror Box (AUD $55), Recognise Flash Card collections (Upper Body AUD $180, Lower Body AUD $135), and other clinical tools.
4. Mobile Applications: Sale of Recognise Apps for iOS and Android devices providing left/right discrimination testing and brain training programs for various body regions.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Noigroup is a pain science education provider and publishing house that develops, publishes, and delivers educational books, live and self-paced clinician courses, mobile applications, and physical rehabilitation tools based on its proprietary biopsychosocial framework, Graded Motor Imagery (GMI) methodology, and Protectometer tool. Its products train healthcare professionals to treat chronic pain and support patients in self-managing persistent pain conditions through evidence-based neuroscience education.

Product overview

Noigroup (Neuro Orthopaedic Institute Australasia) is an education provider and publishing house specializing in pain science education. The company operates a portfolio of products centered on Explain Pain and Graded Motor Imagery (GMI) approaches. The core product line includes educational books (Explain Pain Second Edition, Explain Pain Supercharged, The Explain Pain Handbook: Protectometer, Pain and Perception, Bodily Relearning) and specialized handbooks (Resolve Back Pain Handbook, Knee Osteoarthritis Handbook). Supporting products include neurodynamic resources (The Sensitive Nervous System, Neurodynamic Techniques Handbook), the Graded Motor Imagery Handbook, and the Zoe and Zak's Pain Hacks children's series. Physical tools include Mirror Box, Recognise Flash Cards (Hand, Foot, Back, Neck, Shoulder, Knee), and educational posters. The company offers digital products through Recognise Apps (iOS/Android) for left/right discrimination training and motor imagery exercises. Educational offerings include Live Courses and Self-paced Courses covering Explain Pain, Graded Motor Imagery, and related pain science topics. Additional resources include the Noijam blog and Clinician Directory. Products are available in multiple languages including Dutch, French, Spanish, Portuguese, German, and Hebrew.

Differentiator

Problem solved

Functional benefit

Brands

• Graded Motor Imagery (GMI): A three-stage rehabilitation program including left/right discrimination training, explicit motor imagery exercises, and mirror therapy for treating complex pain and movement problems.
• Recognise
• Noijam
• Explain Pain

Products and services

• Explain Pain Second Edition A foundational book on pain science for clinicians, people in pain, and families, explaining how pain experiences are constructed and influenced by thoughts, beliefs, and context.
• Explain Pain Supercharged The ultimate resource for clinicians and researchers on Explain Pain, integrating educational science, conceptual change theory, metaphor use, and curriculum development for health professionals.
• The Explain Pain Handbook: Protectometer A patient workbook introducing the Protectometer tool to help understand personal pain formulas, identify DIMs and SIMs, and develop recovery strategies.
• Graded Motor Imagery Handbook The definitive guide to Graded Motor Imagery (GMI), a three-stage rehabilitation program based on neuroscience and clinical trials for treating complex pain and movement problems.
• Pain and Perception: A closer look at why we hurt A visually engaging book by Dan Harvie and Lorimer Moseley using visual illusions to explain how perception works and its connection to pain.
• Bodily Relearning A comprehensive rehabilitation guide for healthcare providers helping those with persistent pain, focusing on reteaching bodily protection responses through insight and movement exploration.
• Resolve Back Pain Handbook A science-backed treatment handbook based on 25 years of research, offering strategies for understanding and overcoming chronic back pain through the Four Essential Pain Facts.
• The Knee Osteoarthritis Handbook A recovery guide for knee osteoarthritis patients covering the 3 Critical Ingredients, the Protectometer tool, and exercise program design by Lorimer Moseley, David Butler, and Tasha Stanton.
• The Sensitive Nervous System A foundational text on the sensitive nervous system and its role in pain and rehabilitation by David S. Butler.
• Neurodynamic Techniques Handbook & Videos A practical guide to neurodynamic techniques for clinicians, covering management strategies for common syndromes using best evidence from basic sciences.
• Zoe and Zak's Pain Hacks Book Series An illustrated five-book series for children introducing key pain science concepts in an age-appropriate way by Joshua W. Pate.
• NOI Live Courses (Explain Pain, GMI, Neurodynamics) Real-time, instructor-led courses on pain science education delivered across different timezones and formats for multidisciplinary clinical professionals.
• NOI Self-paced Courses Online courses allowing clinicians to learn at their own pace, accessible anytime through the company's learning management system.
• Recognise App Mobile applications for left/right discrimination training and explicit motor imagery exercises, available for iOS and Android across body regions (Hand, Foot, Back, Neck, Shoulder, Knee).
• Mirror Box A therapeutic mirror device used in Stage 3 of Graded Motor Imagery for mirror therapy applications.
• Recognise Flash Cards Physical flash card sets for left/right discrimination training, available for Hand, Foot, Back, Neck, Shoulder, and Knee, as well as Upper Body and Lower Body packs.

Quantifiable outcome

• Over 100 clinical trials have tested Noigroup-developed treatments
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• OPTP (Official US Distributor)coreChannel Partner/ Reseller/ DistributorOfficial distributor for Noigroup books and products in the United States, Canada and South America. OPTP handles local fulfillment for customers in the Americas, with cost efficiency varying by currency exchange rates.
• NOI NL (Official Netherlands Distributor)coreChannel Partner/ Reseller/ DistributorOfficial distributor for Noigroup products in the Netherlands and broader Europe region, enabling local ordering for European customers.
• NOI UK (Official UK Distributor)coreChannel Partner/ Reseller/ DistributorOfficial distributor for Noigroup products in the United Kingdom, providing local fulfillment for UK customers.
• KPTEN (Official France Distributor)coreChannel Partner/ Reseller/ DistributorOfficial distributor for Noigroup products in France, enabling local ordering for French customers.
• NOI Germany (Official German Distributor)coreChannel Partner/ Reseller/ DistributorOfficial distributor for Noigroup products in Germany, providing local fulfillment for German customers.
• NOI Spain (Official Spanish Distributor)coreChannel Partner/ Reseller/ DistributorOfficial distributor for Noigroup products in Spain, enabling local ordering for Spanish customers.
• Body in Mind Research Group / University of South Australia / Adelaide UniversitycoreStrategic or Co-development PartnerFoundational research partnership led by Professor Lorimer Moseley AO. The Body in Mind research group (2009-2019, now archived to RELIEF) published nearly 1,000 blog posts translating pain research for clinical audiences. Central to Noigroup's evidence-based approach.
• Neuroscience Research Australia (NeuRA) - Pain Impact TeamcoreStrategic or Co-development PartnerResearch partnership with Professor James McAuley's team conducting clinical trials including RESOLVE, PREVENT, MEMOIR, and TITAN that inform Noigroup courses. Noigroup is part of the translational pipeline from research to clinical practice.
• SAHMRI Persistent Pain Research Group / Professor Tasha StantoncoreStrategic or Co-development PartnerResearch partnership focused on understanding perceptual mechanisms underpinning pain and developing multimodal treatments for knee osteoarthritis. Work is shifting care pathways for OA.
• Pain Revolution / Rural Outreach TourminorStrategic or Co-development PartnerInitiative associated with Noigroup involving the 'Brain Bus' - a travelling experiential learning lab using illusions to educate about pain science and perception.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Emerging players

• Sword Health: AI-powered digital MSK care platform offering virtual physical therapy to employers and health plans. Emerging player in digital pain and MSK management that overlaps with Noigroup's chronic pain focus, though operating at larger scale via B2B2C channels rather than clinician education.
• Kaia Health: Digital therapeutics company offering app-based pain management and musculoskeletal care programs to patients and payors. Comparable to Noigroup's pain science orientation and Recognise app presence, but focused on direct-to-patient and employer/insurer channels rather than clinician training.

Direct peers

• McKenzie Institute International: Global organization providing Mechanical Diagnosis and Therapy (MDT) training, courses, and certification for musculoskeletal clinicians. Comparable to Noigroup as a specialty method training provider with proprietary clinical framework, courses, and clinician certification pathway.
• Physitrack: Digital exercise prescription and patient engagement platform used by physiotherapists worldwide. Comparable to Noigroup's Recognise apps and physical tools in serving PTs with clinical delivery tools, though focused on exercise prescription rather than pain neuroscience education.
• Physioplus: Online education platform for physiotherapists offering courses, exercise prescription tools, and clinical resources globally. Comparable to Noigroup's course and membership-style offerings for physiotherapy clinicians, though with broader scope beyond pain science.
• MedBridge Education: Online continuing education and patient engagement platform serving physical therapists, occupational therapists, and other allied health professionals with evidence-based courses. Direct competitor to Noigroup's clinician education business model, with a similar focus on content-driven CEU offerings for the same audience.

Broad incumbents

• Hinge Health: Large-scale digital musculoskeletal care platform serving employers and health plans with PT, coaching, and wearable technology. Broad incumbent in the pain and MSK space where Noigroup operates; addresses overlapping patient populations but with very different distribution model and scale.
• Wolters Kluwer Health: Major medical publishing and clinical decision support provider (including Lippincott, Ovid, UpToDate) serving healthcare professionals globally. Broad incumbent in healthcare professional education and publishing where Noigroup operates, with vastly greater scale and breadth across many specialties.
• HealthStream: Healthcare workforce development and training solutions provider offering continuing education, compliance, and credentialing for clinical staff. Broad incumbent in healthcare CE where Noigroup competes, though serving a much broader set of clinical roles and institutions.

Regional players

• Cognitive Institute: Australia-based healthcare education provider offering courses and programs for clinicians on patient safety, communication, and clinical reasoning. Regional peer to Noigroup in Australian healthcare professional education with comparable audience (clinicians) but different clinical focus areas.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/noigroup
• LinkedInlinkedin.com/company/neuro-orthopaedic-institute

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Noigroup