Fertile Ground

Name

Fertile Ground

Legal name

Fertile Ground Health Group Pty Ltd

Website

https://fertileground.com.au

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Fertility and Integrative Reproductive Healthcare Services

NAICS

Other Individual and Family Services (624190), Family Planning Centers (621410)

SIC

Services-Specialty Outpatient Facilities, Nec (8093), Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Fertility, Reproductive Endocrinology & IVF Centers (HLAFAJAD)

akta.pro secondary industries

Fertility & Reproductive Endocrinology Telehealth (IVF/IUI, infertility evaluation) (HLALAHAA), Prenatal, Postpartum & Fertility Nutrition (HSADAFAK), Maternal Mental Health Telehealth (perinatal anxiety/depression, support programs) (HLALAHAH)

Keywords

• Fertility clinic services
• Naturopathic medicine
• Pregnancy acupuncture
• Integrative healthcare
• Reproductive health counselling

Headquarters

HQ city

Collingwood

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Clinical Consultation Services: Fees for in-person and telehealth consultations across multiple modalities including naturopathy, acupuncture, massage, osteopathy, counselling, and coaching. Pricing varies by service type and consultation length.
2. Products and Retail: Sale of fertility, pregnancy and wellness products including herbal teas, supplements, books, and practitioner-curated items through the online shop.
3. Educational Courses and Digital Products: Sale of online courses such as 'Eat for Two and Thrive' pregnancy nutrition course, ebooks, recipe guides, and educational materials.
4. Gift Vouchers: Gift vouchers available for consultations and treatments, valid for 36 months from purchase.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Fertile Ground Health Group is an integrative complementary medicine practice that delivers in-person and telehealth consultations in naturopathy, acupuncture, massage therapy, osteopathy, counselling, coaching, and birth/doula support for fertility, IVF, pregnancy, postpartum, and family health. The clinic supplements its services with a curated retail range including an online pregnancy nutrition course, ebooks, free educational guides, organic herbal teas, recommended books, and gift vouchers.

Product overview

Fertile Ground Health Group is a holistic health clinic providing integrated natural medicine services for fertility, pregnancy, and family health. Their core offerings include in-person services at their Fitzroy, Melbourne clinic and telehealth consultations across Australia. The service portfolio encompasses acupuncture, massage therapy, naturopathy, counselling, and osteopathy, with practitioners specialising in reproductive health, IVF support, pregnancy care, and postnatal recovery. Complementing their clinical services, they offer educational products including online courses (such as the Eat for Two pregnancy nutrition course), ebooks (Create a Fertile Life, Nourishing Recipes for Pregnancy, Eating for Egg Health), and free guides covering topics from preconception to fourth trimester care. Their product range also includes an organic herbal tea apothecary with trimester-specific and therapeutic blends, health-related books, and gift vouchers. The company positions itself as supporting individuals, couples, and families at every stage of reproductive health, working collaboratively with conventional healthcare providers.

Differentiator

Problem solved

Functional benefit

Brands

• The Melbourne Apothecary: Related entity providing herbal medicine and dispensary services, mentioned in Privacy Policy as a related entity for sharing personal information.

Products and services

• Acupuncture Services Traditional acupuncture treatments offered at the Fitzroy clinic covering fertility, pregnancy, postnatal recovery, IVF preparation, male reproductive health, and broader women's health. Sessions are charged per consultation by length and visit type.
• Massage Services Therapeutic massage including fertility massage, pregnancy massage, postnatal massage, induction massage, baby massage with training, and women's health massage, delivered at the Fitzroy clinic. Priced by session length (30/60/90 mins).
• Naturopathy Services Naturopathic consultations covering fertility, IVF support, preconception care, pregnancy, postnatal care, oncology, baby/child/teen health, and general women's health. Delivered in-person at the Fitzroy clinic and via telehealth across Australia under both Fertile Ground and The Melbourne Apothecary brands.
• Counselling Services Psychological and emotional wellbeing counselling covering infertility and IVF support, pregnancy counselling, postnatal depression support, birth debriefing, birth choices consultations, and emotional wellbeing sessions. Available in-person and via telehealth.
• Osteopathy Services Gentle osteopathic treatment for general health, pregnancy, postnatal recovery, and paediatric care for babies and children, addressing musculoskeletal pain and physical imbalances. Priced by consultation length.
• Birth Support and Doula Services Birth attendance and doula support including antenatal care, birth preparation, and birth choices consultations. Total Birth Support Fee is $1,950, broken down across $50 initial meeting, $200 non-refundable booking fee, $850 by 32 weeks, and $850 by 38 weeks.
• Coaching Services Life coaching and breath coaching services, including Buteyko breathing programs to support stress management, sleep improvement, and respiratory health. Priced at $195 incl GST per 60-minute consult.
• Eat for Two (and Thrive): Advanced Nutrition for a Healthy Pregnancy Course On-demand online course led by Senior Fertility Naturopath Georgia Marrion covering trimester-specific nutrition, macronutrients, micronutrients, meal plans, and nutritional assessments for pregnancy. Priced at $97 as a launch special from $249.
• Create a Fertile Life eBook Over 400-page preconception guide with evidence-based dietary and lifestyle guidelines for enhancing fertility, written by Fertile Ground practitioners.
• Free Guide to Improving Male Fertility and Sperm Health Free downloadable guide providing information on supporting male fertility and sperm health through various therapeutic approaches.
• Free Guide for Your Fourth Trimester Free downloadable guide covering postpartum care for new parents and babies, addressing the challenges of the fourth trimester.
• 12 Step Guide to Create Your Fertile Life Free condensed ebook providing 12 practical steps for implementing dietary and lifestyle changes to enhance fertility and egg/sperm health.
• Your Free Buteyko Breathing Starter Pack Free breathing exercises starter pack from breath coach Carly Woods to relieve anxiety, improve sleep, and support respiratory health.
• Immune Essentials Guide Free ebook with daily immune boosting practices and health enhancing tips developed by naturopaths at Fertile Ground and The Melbourne Apothecary.
• Organic Raspberry Leaf Tea Organic loose leaf tea prepared to support reproductive organ preparation for birth, potentially shortening labour and reducing medical intervention needs.
• Organic First Trimester Tea Organic herbal tea blend formulated to support early pregnancy by calming digestion, relieving morning sickness, supporting uterine lining for implantation, and reducing anxiety.
• Organic Cool, Calm and Collected Tea Organic herbal tea blend designed to reduce stress and worry, support the nervous system, and improve sleep quality.
• Organic Herbal Tea Range Bespoke range of organic herbal teas and infusions formulated by naturopathic herbalists, including trimester-specific teas, breastfeeding tea, chamomile, nettle leaf, and therapeutic blends for various health needs.
• Gift Vouchers Gift vouchers for consultations and treatments at Fertile Ground Health Group, valid for 36 months from purchase date.

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

One partnership is on record.

• The Melbourne ApothecarycoreStrategic or Co-development PartnerThe Melbourne Apothecary is a related entity to Fertile Ground Health Group, collaborating on health resources and educational content. They work together on immune support materials and share practitioner resources. The Melbourne Apothecary also provides supplement and wellness products that Fertile Ground practitioners recommend to patients.

Scale indicators1 record

Recent moves6 records

Expansion highlights3 records

Broad incumbents

• Genea: Established Australian fertility clinic network offering IVF, fertility testing, and reproductive specialist care with strong brand recognition. Comparable as it competes for the same Melbourne patients navigating fertility treatment decisions.
• City Fertility Centre: Multi-site Australian fertility clinic providing IVF, IUI, and fertility specialist services. Comparable because it serves the same patient demographic in Melbourne seeking fertility support, though focused on conventional assisted reproduction.
• Adora Fertility: Australian fertility clinic offering IVF and reproductive specialist services with bulk-billing options. Comparable as it addresses the same Melbourne IVF-seeking patient pool Fertile Ground supports with complementary care.
• Monash IVF Group: One of Australia's largest fertility services groups offering IVF, fertility consultation, and reproductive endocrinology across multiple clinics. Comparable because both serve patients in the Melbourne fertility journey, though Monash operates at vastly greater scale and focuses on conventional IVF rather than complementary medicine.
• Virtus Health (Capri Fertility): Major Australian fertility and IVF network (parent of Melbourne IVF) offering diagnostics, IVF, and reproductive specialist services. Comparable as it addresses the same Melbourne-based fertility patient, but operates a full clinical fertility model versus Fertile Ground's complementary medicine focus.

Emerging players

• The Babymoon Retreat: Australian retreat-style service offering acupuncture, massage, and wellness support across fertility and pregnancy. Comparable because it overlaps with Fertile Ground's fertility acupuncture, massage, and retreat offerings, though operating as a retreat destination rather than a clinic.
• Mother Nature Holistic Health: Holistic health practice offering naturopathy, acupuncture, and nutrition for women's health, fertility, and pregnancy. Comparable as it overlaps in complementary fertility and pregnancy care, though at smaller scale and without Fertile Ground's full multi-modality and digital offering.

Direct peers

• Melbourne Natural Fertility Clinic: Natural fertility clinic offering naturopathy and acupuncture for fertility, pregnancy, and IVF support in Melbourne. Directly comparable as it provides the same naturopathy/acupuncture fertility niche in the same geography as Fertile Ground.
• Acumamas: Acupuncture and pregnancy wellness clinic offering fertility acupuncture, pregnancy massage, and doula services with a similar natural-medicine positioning. Directly comparable as both compete in Melbourne for natural fertility and maternity wellness patients using complementary modalities.

Others

• The Melbourne Apothecary: Related entity to Fertile Ground providing herbal dispensary and supplement services. Included as an ecosystem peer because it is named as a related entity in Fertile Ground's privacy disclosures and shares practitioner resources, though it is not a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Customer concentration

• Facebookfacebook.com/fertilegroundhealthgroup
• LinkedInau.linkedin.com/pub/fertile-ground-health-group/40/a79/41b
• Instagraminstagram.com/fertile_ground_health_group

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Fertile Ground