ProActive Chiropractic

What ProActive Chiropractic does

ProActive Chiropractic is a privately held, cash-pay sports chiropractic practice operating from a single location at 22 Battery St., Suite 600, in San Francisco's Financial District. Founded by Dr. Andrew Cohen, DC, CCSP® around 2004, the practice delivers a systems-based diagnostic and treatment approach centered on the proprietary ProActive Protocol™ muscle testing method, which is applied throughout every session to identify upstream mechanical drivers of musculoskeletal pain rather than treating symptomatic sites. The practice combines this diagnostic framework with evidence-based modalities including Extracorporeal Shockwave Therapy (ESWT), Active Release Techniques®, Graston Technique®, Webster Technique, custom orthotics (3D foot scan), craniosacral therapy, and a Health Autobiography™ pre-visit intake process.

The business operates on an out-of-network, fee-for-service model with same-week appointments typically available and a first-visit satisfaction guarantee. Revenue streams include per-visit fees (paid at time of service, with FSA/HSA accepted and superbills provided for out-of-network reimbursement), a $100 ten-minute consultation, a $100 standalone 3D foot scan, custom orthotics fabrication, and affiliate revenue from a FullScript supplement dispensary and an Amazon storefront. Pricing for ongoing visits and the Body Intelligence Assessment™ first visit is disclosed only at the Jane app booking stage, not on the public website.

The practice serves five primary patient segments: active and recreational athletes across endurance, CrossFit/Hyrox, climbing, and hybrid fitness disciplines; downtown Financial District desk workers from firms including Salesforce, Goldman Sachs, Bank of America, Wells Fargo, Visa, LinkedIn, Gap, and Levi Strauss; pregnant and postpartum patients (via Webster Technique certification); eSports and competitive gamers with repetitive strain injuries; and chronic pain patients with failed prior treatment, including those with Complex Regional Pain Syndrome (CRPS). Distribution is direct-to-consumer via the Jane online booking platform, with supplemental reach through virtual visits, on-site traveling care at major sporting events (U.S. Olympic Team Trials, Western States 100, North Face Endurance Challenge, UCI BMX World Cup, Sea Otter Classic, CalFire wildfire support), and SEO-driven condition-specific landing pages.

Name

ProActive Chiropractic

Legal name

ProActive Chiropractic

Website

https://proactivesf.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

ProActive Chiropractic is a cash-pay, out-of-network sports chiropractic practice in San Francisco that delivers systems-based diagnostics and treatment (ESWT, ART, Graston, custom orthotics) to athletes, desk workers, pregnant patients, eSports competitors, and chronic pain patients with failed prior treatment, operating under the proprietary ProActive Protocol™ framework.

Ownership category

akta.pro rank

Product category

Sports Chiropractic Services

NAICS

Offices of Chiropractors (62131), Offices of Physical, Occupational and Speech Therapists, and Audiologists (62134)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011), Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842), Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Sports Chiropractic & Performance Care (HSADALAB)

akta.pro secondary industries

Trigger Point Therapy & Neuromuscular Massage (HSADAHAF), Chiropractic Rehabilitation & Therapeutic Exercise (HSADALAG), Pain Management Chiropractic (Neck/Back/Sciatica) (HSADALAI), Craniosacral Therapy (HSALAEAK)

Keywords

• Sports chiropractic services
• Musculoskeletal pain treatment
• Shockwave therapy treatments
• Active release techniques
• Custom orthotics fitting

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fee-for-Service (Out-of-Network): ProActive Chiropractic is out-of-network with all insurance carriers. Patients pay at the time of service. The practice intentionally rejects the in-network insurance model because it asserts that reimbursement structures reward volume and speed over thorough diagnostic work. A one-hour intake with a doctor who has 20+ years of clinical experience does not fit in an insurance billing code, per the practice's stated rationale. Pricing is listed when patients book online via the Jane app booking platform.
2. FSA/HSA Payments: Many patients use Flexible Spending Account (FSA) or Health Savings Account (HSA) pre-tax dollars to pay for services, reducing out-of-pocket cost friction. The practice accepts FSA and HSA.
3. Superbill Reimbursement: The practice provides superbills — itemized statements that patients submit to their insurance company for out-of-network reimbursement. Patients are reimbursed directly by their insurer. This is the mechanism that allows patients with out-of-network benefits to recover a portion of the cost.
4. 10-Minute Consultation: A focused 10-minute clinical conversation with Dr. Cohen for $100, designed for genuinely complex cases (years of failed treatment, stumped multiple providers, unusual diagnoses). If the patient books a full visit, the $100 applies toward it. This is a real clinical assessment, not a sales call.
5. 3D Foot Scan & Custom Orthotics: A standalone $100 3D foot scan service, available to both existing patients and non-patients. Walk-ins welcome. Custom orthotics are fabricated from scan data (approximately two-week turnaround) and represent an additional product revenue stream. Multiple pairs for different shoe types are offered.
6. Practitioner-Grade Supplements (FullScript): Dr. Cohen curates a FullScript dispensary of practitioner-grade supplements — formulations used in clinical settings. Patients order online and supplements are shipped directly. This generates affiliate/referral revenue from the FullScript platform.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core offering

ProActive Chiropractic is a solo sports chiropractic practice that delivers a systems-based diagnostic and treatment program centered on the proprietary ProActive Systems-Based Bodywork™ framework and ProActive Protocol™ muscle testing. Patients begin with the Health Autobiography™ intake and Body Intelligence Assessment™ (a ~60-minute first visit) and continue with ongoing Systems-Based Bodywork™ sessions that deploy modalities such as Active Release Techniques®, Graston Technique®, Extracorporeal Shockwave Therapy (ESWT), craniosacral therapy, SOT, Webster Technique, Neuro Emotional Technique, and custom 3D-scanned orthotics. The practice operates entirely as a cash-pay, out-of-network clinic — no insurance is accepted — with same-week appointments and a first-visit satisfaction guarantee.

Product overview

ProActive Chiropractic is a sports-focused chiropractic practice offering a systems-based diagnostic and treatment approach centered on the proprietary ProActive Protocol™. The core offering is the Body Intelligence Assessment™ — a comprehensive first-visit evaluation — followed by ongoing Systems-Based Bodywork™ sessions. Treatment modalities include Extracorporeal Shockwave Therapy (ESWT), Active Release Techniques®, Graston Technique®, custom orthotics (via 3D foot scan), craniosacral therapy, and rehabilitative exercise. The practice specializes in sports chiropractic with particular focus on running injuries, shoulder, knee, ankle, TMJ, back pain, and neck pain conditions.

Differentiator

Problem solved

Functional benefit

Products and services

• Body Intelligence Assessment™ A comprehensive ~60-minute first-visit diagnostic evaluation for new patients that maps a patient's full body history, identifies upstream mechanical drivers of pain, and produces a personalized Body Intelligence Map and corrective care plan. Intended for any new patient seeking a systems-level diagnosis before ongoing treatment.
• Ongoing Systems-Based Bodywork™ Treatment Visits Standard ~20-minute ongoing treatment sessions for established patients, combining chiropractic adjustment, soft-tissue release, and corrective movement within the ProActive Systems-Based Bodywork™ diagnostic framework. Available after the first Body Intelligence Assessment.
• Extracorporeal Shockwave Therapy (ESWT) Shockwave therapy for chronically stuck tendon and fascia tissue, with probe placement, pressure, and frequency adjusted in real time based on tissue response. Available to existing patients within their regular visit rate and to new patients via a focused Shockwave Intake.
• Shockwave Intake (New Patients) A ~20-minute evaluation for new patients who want to start shockwave therapy directly — confirming it is appropriate, ruling out contraindications, establishing a baseline, and delivering the first shockwave treatment.
• 3D Foot Scan & Custom Orthotics A standalone 3D foot scan service ($100) that produces custom orthotics designed with upstream biomechanics in mind — supporting all three arches of the plantar vault and accounting for hip and knee mechanics, not just the foot. Available as a walk-in service and to non-patients; orthotics are dispensed after ~two-week fabrication.
• 10-Minute Consultation A focused 10-minute paid clinical conversation ($100) with Dr. Cohen for complex cases before committing to a full visit. Designed for patients with years of failed treatment, a diagnosis that hasn't held up, or a presentation that has stumped multiple providers; the $100 is credited toward a subsequent first visit.

Quantifiable outcome

• 23% fewer injuries and 31% faster return-to-play for athletes under regular chiropractic care vs. conventional treatment alone
• +8 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature11 records

Partnerships

One partnership is on record.

• Bay Area Dentists (Informal Referral Network)minorChannel Partner/ Reseller/ DistributorReciprocal informal referral relationship with Bay Area dentists who refer TMJ/jaw dysfunction patients to ProActive when the cervical component is outside their dental scope. Dr. Cohen refers patients to dentists for occlusal/bite assessment when appropriate. This is not a formal partnership agreement but an ongoing clinical referral pattern driven by the complementarity of chiropractic cervical assessment and dental occlusal work for TMJ presentations.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Parsley Health: Cash-pay functional medicine practice offering membership-based root-cause care for chronic conditions, with both in-person and virtual visits. Comparable to ProActive in its cash-pay, out-of-network model, rejection of insurance-driven volume, and positioning around complex cases (chronic pain, autoimmune, fatigue) where conventional medicine has failed patients.
• Forward: Tech-enabled concierge primary care startup offering membership-based preventive and diagnostic care with longer visits and on-site testing. Comparable to ProActive in its cash-pay positioning, premium patient experience, and direct-to-consumer funnel that bypasses traditional insurance billing structures.

Broad incumbents

• One Medical (Amazon One Medical): Membership-based primary care platform now owned by Amazon, combining in-office visits with a tech-enabled patient experience across major U.S. metros including San Francisco. Comparable to ProActive as a competing cash-pay / membership model for patients seeking longer visits, better diagnostic depth, and a non-insurance-driven relationship with their provider.
• Hospital for Special Surgery (HSS): Premier U.S. orthopedic and sports medicine hospital based in New York, treating elite and recreational athletes across running, cycling, and endurance sports. Comparable to ProActive in serving elite athletic populations (including Team USA athletes) with sports-medicine-grade diagnostic and rehabilitation services, though operating at academic-medical-center scale and breadth.
• Athletico Physical Therapy: Large multi-clinic physical therapy and occupational health chain operating across the U.S. with sports medicine and orthopedic rehabilitation services. Comparable to ProActive as an established outpatient musculoskeletal provider offering rehabilitation, soft tissue work, and return-to-play services for athletes and active patients, though delivered at much greater scale and primarily in-network.
• Concentra Health Services: National occupational health and physical therapy provider serving employers, first responders, and industrial workforces with musculoskeletal and injury care. Comparable to ProActive in addressing the structural-load demands of physically demanding populations (e.g., CalFire, industrial workers), though operating through employer contracts rather than cash-pay consumer channels.

Direct peers

• The Stone Clinic: San Francisco-based sports medicine practice offering orthopedic surgery, physical therapy, and biologic treatments to athletes and active individuals. Comparable to ProActive because both are premium, cash-pay-leaning SF sports medicine practices serving athletes and complex musculoskeletal cases, with a similar reputation-driven rather than insurance-driven GTM motion.
• Crossover Health: Tech-forward, employer-sponsored primary care and sports medicine provider based in the San Francisco Bay Area, with physical clinics serving Salesforce and other large employers. Comparable to ProActive because both serve Financial District tech and finance employees with concierge-style, out-of-network or employer-paid healthcare delivery focused on musculoskeletal and performance outcomes.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@proactivechiro
• Instagraminstagram.com/proactivesf
• Xx.com/proactivesf
• Facebookfacebook.com/ProActiveSF
• LinkedInlinkedin.com/company/proactive-chiropractic

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 ProActive Chiropractic