What Bend + Mend does

Bend + Mend is a Sydney CBD-based physiotherapy and clinical Pilates practice founded in 2003 and owned and operated by three principal physiotherapists (Fiona Godsall, Mark Kaizik, and Kellie Jansen), each holding postgraduate Masters Degrees in Musculoskeletal Physiotherapy. The clinic operates from two active sites (Martin Place and Barangaroo/King Street Wharf), with a third location at Circular Quay opened in March 2019. It delivers evidence-based physiotherapy covering spinal, sports, women's health, and antenatal/postnatal care, alongside physio-led clinical Pilates sessions (private and group), specialty programs (GLA:D for arthritis, Bend + Mend Backs, Get Fit To Ski, Running Assessments, Ergonomic Assessments, Dance Assessments, Long COVID rehabilitation), and telehealth delivery. The practice has treated over 10,000 patients across 23 years of continuous operation by the same principals.

The business runs on a direct-to-consumer, fee-for-service model with no referral required. Patients book appointments through the website (powered by Mindbody Online for group class scheduling), by phone, or via a proprietary iOS mobile app, with HICAPS enabling on-the-spot private health insurance claiming. Revenue streams are entirely professional-services based and span initial consultations, follow-up treatments, clinical Pilates private sessions, group reformer classes, specialty program fees, and remote telehealth consultations. The customer base is fragmented across five persona segments: athletes and sports enthusiasts, CBD office workers with workplace pain, women's health patients, dancers, and snow sports enthusiasts. Marketing is driven by an educational content blog, email newsletter, and active Instagram presence, rather than paid acquisition.

There is no external investment, no venture or private equity backing, and no disclosed revenue or profitability data. Technology adoption is limited to standard SaaS tools (Mindbody, HICAPS) and a lightweight mobile app, with no proprietary platform, AI capabilities, patents, regulatory actions, or M&A activity. The practice operates as a stable, owner-operated SME healthcare services business with a defined CBD catchment, sustained by the founders' clinical reputation and three landmark Sydney locations.

Name

Bend + Mend

Legal name

Bend + Mend Physiotherapy

Website

https://bendandmend.com.au

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Bend + Mend is a privately-held Sydney CBD physiotherapy and clinical Pilates practice founded in 2003, operating from three CBD clinics and serving athletes, office workers, and women's health patients through direct-to-consumer fee-for-service care, specialty programs, and telehealth.

Ownership category

akta.pro rank

Product category

Physiotherapy Services

NAICS

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

SIC

Services-Health Services (8000)

akta.pro primary industry

Orthopedic & Sports Rehabilitation Centers (HLAFAFAI)

akta.pro secondary industries

Orthopedic Physical Therapy & Post-Op Rehab (HSADAIAA), Therapeutic/Adaptive Yoga & Clinical Pilates (HSADACAE)

Keywords

• Physiotherapy services
• Clinical pilates
• Musculoskeletal rehabilitation
• Sports injury treatment
• Workplace ergonomics

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Revenue model

1. Physiotherapy Consultations: Fee-for-service physiotherapy sessions covering sports injuries, spinal conditions, workplace pain, and specialized treatments including dry needling, manual therapy, and joint mobilisations
2. Clinical Pilates Sessions: Physio-led Pilates sessions including private one-on-one rehabilitation and group classes (clinical reformer Pilates)
3. Telehealth Services: Online physiotherapy and Pilates consultations delivered remotely
4. Specialized Programs: Specialized programs including GLA:D for arthritis, running assessments, ergonomic assessments, dance assessments, and Get Fit To Ski programs

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Bend + Mend operates a Sydney CBD physiotherapy and Clinical Pilates practice delivering evidence-based manual therapy, joint mobilisation, dry needling, and sports/spinal rehabilitation alongside physio-led private and group Pilates sessions. The practice extends its offering through specialty programs (GLA:D for osteoarthritis, running/dance/ergonomic assessments, Get Fit To Ski, Long COVID rehab) and telehealth delivery of physiotherapy, Pilates, and ergonomic assessments. It serves individual patients across three CBD locations without requiring referrals.

Product overview

Bend + Mend is a physiotherapy and Clinical Pilates clinic operating two locations in Sydney's CBD (Martin Place and Darling Park/Barangaroo). The core service offering spans physiotherapy and physio-led Pilates, supported by specialty programs and telehealth delivery. The product portfolio is organized around three pillars: (1) core clinical services — Physiotherapy (covering spinal, sports, women's health, antenatal/postnatal) and Clinical Pilates (private sessions, group classes, pregnancy and postnatal sessions); (2) specialty programs — Bend + Mend Backs, GLA:D Programme for Arthritis, Get Fit To Ski, Long COVID Physiotherapy, Running Assessments, Ergonomic Assessments, and Dance Assessments; and (3) digital services — Telehealth Physiotherapy, Telehealth Pilates, and Telehealth Ergonomic Assessments. Additional offerings include Dry Needling as a treatment modality, and a proprietary iOS mobile app for appointment booking and class scheduling. The clinic uses Mindbody Online for group class bookings and HICAPS for on-site health fund claiming.

Differentiator

Problem solved

Functional benefit

Products and services

• Physiotherapy
• Clinical Pilates Sessions

Quantifiable outcome

• Most cases of sciatica improve within 6-12 weeks with physiotherapy
• +2 more outcomes

Named customers1 record

Segments5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Four partnerships are on record, tiered minor.

• HICAPSminorOthersHealth insurance claiming system partner allowing patients to claim health insurance payments directly at the clinic
• Australian Physiotherapy Association (APA)minorOthersProfessional association affiliation supporting physiotherapist credentials and professional development
• NeuRA (Neuroscience Research Australia)minorOthersResearch partnership for injury prevention initiatives
• University of Western SydneyminorOthersAcademic partnership potentially for clinical education and research

Scale indicators3 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Activate Physio Pilates: Australian physiotherapy and Clinical Pilates clinic combining manual therapy with reformer Pilates programs—comparable integrated physio-Pilates service model targeted at rehabilitation and fitness.
• Sydney Sports Medicine Centre: Established Sydney CBD sports and musculoskeletal medicine practice offering physiotherapy, sports physio, and rehabilitation services to athletes and office workers—closely aligned service mix and patient segments to Bend + Mend.
• Sydney Physio Solutions: Sydney CBD physiotherapy clinic offering manual therapy, sports injury management, and postural correction with multiple CBD-area practitioners—directly comparable D2C physiotherapy model in the same geography.
• City Physio Sydney: Sydney CBD physiotherapy practice focused on sports injuries, spinal pain, and workplace injuries for office workers—same core clinical pillars (sports/spinal/occupational) and CBD office-worker patient segment.
• Hilton Thomas Physiotherapy: Long-established Sydney CBD physiotherapy practice serving office workers with spinal and sports injury services—comparable patient demographic, CBD location strategy, and clinical focus areas.
• Real Time Physiotherapy: Multi-location Sydney physiotherapy and Clinical Pilates provider combining hands-on physio with reformer Pilates—nearest direct peer on the physio-plus-Pilates offering that defines Bend + Mend's differentiation.

Broad incumbents

• Physio Inq: Multi-site Australian allied-health and physiotherapy network offering in-clinic and mobile physio with broader geographic reach—broader incumbent with overlapping core physio service and multi-location operating model.
• Bupa Physiotherapy: Health insurance-owned healthcare provider with physiotherapy and allied health services embedded within its broader insurance/health network—broader incumbent with overlapping musculoskeletal service delivery.

Emerging players

• Mod Pilates / Reformer Pilates studios (Sydney): Fast-growing boutique Pilates studio chains in Sydney offering group reformer Pilates classes—a competitive threat on the Pilates side of Bend + Mend's offering, even though they do not provide physiotherapy.
• Physitrack: Digital physiotherapy platform offering telehealth, exercise prescription, and remote patient monitoring tools—an emerging tech-enabled player targeting the same physiotherapy workflows Bend + Mend is now extending into via telehealth and its iOS app.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks2 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/bendandmend
• Xx.com/bendandmend
• Facebookfacebook.com/bendandmend

Revenue estimate

Valuation estimate

Number of profiles

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 Bend + Mend