OrthoNow

What OrthoNow does

OrthoNow, PLLC is a private, physician-owned orthopedic urgent care and surgery practice founded in 2018 and headquartered in Memphis, Tennessee. The company operates walk-in orthopedic clinics providing same-day diagnosis and treatment for orthopedic injuries and conditions, directly addressing the long wait times typical of traditional orthopedic appointment-based practices. Its service portfolio spans sports medicine, arthroscopic surgery, joint replacement surgery, fracture and trauma care, medico-legal services, personal injury treatment, and worker's compensation cases, with anatomical sub-specialization covering hand and wrist, shoulder, spine, hip, knee, and foot and ankle care.

The practice is led by Dr. Bret Sokoloff, MD, MBA, a board-certified orthopedic surgeon with 30+ years of clinical experience. OrthoNow generates revenue on a fee-for-service professional services model, billing patients and their insurance carriers, as well as third-party payers for workers' compensation and personal injury claims. The go-to-market is direct-to-consumer, supported by online appointment scheduling, an educational blog, patient education videos, and an organic social media presence on Facebook, Twitter, and YouTube. There is no mobile application, no APIs, no proprietary software platform, and no AI or machine learning components in the stack; competitive differentiation rests on clinical expertise, walk-in access, and physical clinic presence.

OrthoNow has expanded from its Memphis base to three clinic locations across two states, with the most recent addition being a Coconut Grove, Miami clinic opened in March 2026 and publicly stated plans to continue expansion across South Florida. The technology infrastructure is minimal and operational rather than differentiated: Google Analytics for web traffic, Google reCAPTCHA for form protection, and SMS for patient communication. ADA-compliant website accessibility is the only formal compliance certification disclosed. Ownership is private and physician-controlled, with no identified institutional investors, parent company, or external capital.

Name

OrthoNow

Legal name

OrthoNow, PLLC

Website

https://orthonow.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

OrthoNow is a physician-owned orthopedic urgent care and surgery practice operating walk-in clinics in Memphis, Tennessee and Miami, Florida. Founded in 2018, it delivers same-day orthopedic treatment, sports medicine, joint replacement, and medico-legal services to individual patients.

Ownership category

akta.pro rank

Product category

Orthopedic Urgent Care and Surgery Services

NAICS

Ambulatory Health Care Services (621)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011), Services-Specialty Outpatient Facilities, Nec (8093)

akta.pro primary industry

General Orthopedics (HLAKALAA)

akta.pro secondary industries

Orthopedic Surgery (Operative Orthopedics) (HLAKALAC), Orthopedic Trauma (HLAKALAD)

Keywords

• Orthopedic urgent care
• Sports medicine services
• Joint replacement surgery
• Fracture and trauma care
• Arthroscopic surgery

Headquarters

HQ city

Memphis

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Patient Care Services: Fee-for-service orthopedic medical care including consultations, diagnostic services, treatments, and surgical procedures for patients with orthopedic injuries and conditions.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

OrthoNow is a private orthopedic urgent care and surgery practice that provides walk-in, same-day diagnosis and treatment of musculoskeletal injuries and conditions. Its core services include orthopedic urgent care, sports medicine, arthroscopic surgery, joint replacement surgery, fracture and trauma care, and medico-legal, personal injury, and worker's compensation services, delivered across multiple body parts at three clinic locations in Tennessee and South Florida.

Product overview

OrthoNow is an orthopedic urgent care provider offering walk-in access for same-day treatment of orthopedic injuries and conditions. The practice operates multiple locations in Florida and Tennessee. The core offering includes orthopedic urgent care, sports medicine, arthroscopic surgery, joint replacement surgery, fracture and trauma care, and medico-legal services including personal injury and worker's compensation. Treatment services span multiple body parts including foot & ankle, shoulder, spine, hip, knee, and hand & wrist. The practice also offers online appointment scheduling and patient education resources.

Differentiator

Problem solved

Functional benefit

Products and services

• Orthopedic Urgent Care Walk-in orthopedic urgent care services providing immediate diagnosis and treatment for orthopedic injuries and conditions without requiring appointments, for individual patients in Tennessee and South Florida.
• Sports Medicine Treatment and prevention of sports-related orthopedic injuries including sprains, strains, dislocations, tendinitis, bursitis, rotator cuff injuries, and arthritis, for athletes and active individuals.
• Arthroscopic Surgery Minimally invasive surgical procedures using arthroscopy to diagnose and treat joint conditions with smaller incisions and faster recovery times, for patients with joint injuries and degenerative conditions.
• Joint Replacement Surgery Surgical procedures to replace damaged or deteriorated joints, including hip, knee, and other joint replacements with artificial implants, for patients with advanced joint disease or trauma.
• Fracture & Trauma Care Treatment for bone fractures including simple, unstable, open (compound), and greenstick fractures, with surgical and non-surgical management options such as casting, traction, and ORIF procedures, for trauma patients.
• Medico Legal Services Legal and personal injury support including assistance filing claims, preparation of medical certificates and reports for compensation cases, and support for motor vehicle accidents, workplace injuries, and medical negligence cases, for attorneys, case managers, and injured claimants.
• Personal Injury Services Treatment and documentation services for injuries resulting from motor vehicle accidents, workplace injuries, accidents at home, physical attacks, or medical accidents, for personal injury claimants.
• Worker's Compensation Services Treatment for work-related injuries and illnesses, providing medical certificates and reports for claims, and coordination with attorneys and case managers for compensation, for injured employees and employers.
• Online Appointment Scheduling Website-based appointment scheduling system that allows patients to book orthopedic consultations online, complementing the walk-in clinic channel.

Quantifiable outcome

• Reduced wait times compared to traditional orthopedic care

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Scale indicators1 record

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• Concentra: National occupational health and urgent care chain with a strong worker's compensation and employer-injury offering — overlaps OrthoNow's worker's comp and personal injury service lines, but at vastly greater scale and with a broader employer focus.
• Tenet Healthcare: National hospital and ambulatory surgery operator (including USPI) that runs orthopedic service lines, ASCs, and urgent care access points in Florida and Tennessee — directly overlaps OrthoNow's geographic markets and orthopedic service mix at much larger scale.
• CityMD / Summit Health: Large urgent care platform providing walk-in musculoskeletal care and orthopedic referrals across the Northeast and beyond — comparable walk-in access model and urban consumer base, but orthopedics is a referral line rather than a specialty focus.
• HCA Florida Healthcare: Large hospital system in Florida (and nationally) with employed orthopedic surgeons, orthopedic urgent care, and ambulatory surgery centers — directly competes in OrthoNow's Miami/South Florida market with hospital-backed scale and payer leverage.

Direct peers

• OrthoCarolina: Independent orthopedic physician group providing sports medicine, joint replacement, and orthopedic urgent care across multiple locations in the Carolinas — directly comparable in service mix and multi-site orthopedic practice model.
• OrthoIndy: Indianapolis-based orthopedic specialty group and hospital (OrthoIndy Hospital) offering joint replacement, sports medicine, and fracture care — directly comparable in orthopedic service mix, with greater scale and an owned surgical facility.
• OrthoVirginia: Multi-location orthopedic group offering orthopedic urgent care, sports medicine, arthroscopy, and joint replacement in Virginia — close comparable in clinic model and orthopedic service breadth.
• Rothman Orthopaedic Institute: Large multi-site orthopedic specialty group offering orthopedic urgent care, sports medicine, joint replacement, and fracture care across the U.S. — same core service mix and direct-to-patient walk-in positioning as OrthoNow, but at far greater scale.
• Resurgens Orthopaedics: Multi-site orthopedic group in Georgia offering sports medicine, joint replacement, fracture care, and walk-in orthopedic access — directly comparable independent orthopedic practice footprint and service lines.

Emerging players

• MedExpress Urgent Care: Multi-state urgent care chain providing walk-in fracture and musculoskeletal care with on-site X-ray and splinting — comparable walk-in acute orthopedic access model, though orthopedics is one of many service lines rather than a specialty focus.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/OrthoNow_TN
• YouTubeyoutube.com/channel/UCvUb_bXln-H0XP7BpR1JDMA
• Facebookfacebook.com/OrthonowMemphis
• LinkedInlinkedin.com/company/orthonow-pllc

Compliance1 record

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 OrthoNow