Pinnacle Chiropractic

What Pinnacle Chiropractic does

Pinnacle Chiropractic is a single-location, founder-owned chiropractic practice based in Lehi, Utah, founded in 2003 by Dr. Paul Baird. The clinic operates from 289 E Main St, Ste A, Lehi, UT 84043, and delivers manual chiropractic adjustments alongside spinal decompression, MedX spinal rehabilitation, massage therapy, and adjunct services including auto accident care and pregnancy care. Its clinical differentiator is Dr. Baird's Zone Technique certification, for which he is the only certified practitioner in Utah; this specialization anchors the practice's positioning versus generalist chiropractic competitors in the Utah County market.

The practice is staffed by two doctors (Dr. Paul Baird and Dr. Jeffrey T. Gunnell) and two support staff (Sue Metzger and Amy Peterson), operating a direct-to-consumer model that bills insurance, Medicare, and self-pay patients. Dr. Baird personally performs approximately 20,000–30,000 adjustments per year, which is the principal throughput driver and the dominant revenue-producing activity. There are no disclosed enterprise or B2B contracts, no second location, and no franchise or licensing activity. The clinic has invested in a digital presence including a blog, social media accounts, remarketing pixels, email newsletters, and an online booking portal to drive patient acquisition and retention.

Name

Pinnacle Chiropractic

Legal name

Pinnacle Chiropractic

Website

https://healthatpinnacle.com

Company type

Private

Founded year

2003

Operating status

Operating

Short description

Pinnacle Chiropractic is a single-location chiropractic practice in Lehi, Utah, founded in 2003 by Dr. Paul Baird, offering manual adjustments, Zone Technique, spinal decompression, MedX rehabilitation, and massage therapy to local individual patients.

Ownership category

akta.pro rank

Product category

Chiropractic Services

NAICS

Offices of Chiropractors (62131)

SIC

Services-Specialty Outpatient Facilities, Nec (8093)

akta.pro primary industry

General Chiropractic Care (HSADALAA)

akta.pro secondary industries

Pediatric & Family Chiropractic (HSADALAC), Pain Management Chiropractic (Neck/Back/Sciatica) (HSADALAI), Auto Injury & Personal Injury Chiropractic (Whiplash) (HSADALAH), Prenatal & Postpartum Chiropractic (HSADALAD)

Keywords

• Chiropractic services
• Spinal decompression therapy
• Spinal rehabilitation care
• Zone technique practice
• Auto accident injury care

Headquarters

HQ city

Lehi

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

Revenue model

1. Chiropractic Adjustments: The primary revenue stream is fee-for-service chiropractic adjustments delivered to patients across care phases (Relief Care, Family Care, Wellness Care, and Rehab Care). Volume is high, with Dr. Baird personally delivering approximately 20,000 to 30,000 adjustments per year. Insurance (including Medicare) is accepted, and the practice is an in-network provider.
2. Spinal Decompression Therapy: Spinal decompression therapy sessions are offered as a separate treatment modality for disc and compression syndromes. Priced as a distinct service, positioned as an affordable alternative to surgery.
3. Massage Therapy: A $15 charge per 15-minute massage therapy session before chiropractic care. Offered as a bundled add-on with adjustments to enhance relaxation and accelerate healing. Provided by a certified massage therapist.
4. Spinal Rehabilitation / MedX: MedX spinal rehabilitation programs are used to retrain and rebuild core and supporting muscles, following the relief phase of care. Billed as part of the overall treatment program.
5. Insurance and Medicare Billing: The practice is an in-network provider and accepts Medicare. Revenue is partially derived from insurance reimbursements. The practice also offers financial care coordination to guide patients through insurance and billing issues.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Pinnacle Chiropractic is a single-location chiropractic practice in Lehi, Utah, delivering hands-on spinal adjustments, the proprietary brain-based Zone Technique, non-surgical spinal decompression, MedX spinal rehabilitation, pregnancy care (Webster Technique), auto accident injury care, and massage therapy. The practice operates as a fee-for-service clinic that is in-network with insurance providers including Medicare, and accepts walk-ins and same-day appointments.

Product overview

Pinnacle Chiropractic is a healthcare services practice offering a unified suite of chiropractic and wellness treatments. The core offering centers on the Zone Technique—a proprietary brain-based approach unique to Utah—complemented by traditional chiropractic adjustments (Activator Methods, Diversified, Thompson Drop-table). Additional services include Spinal Decompression Therapy, Auto Accident Care, Pregnancy Chiropractic (Webster Technique), Massage Therapy, and MedX Spinal Rehabilitation. These services are delivered as an integrated care program where massage therapy and spinal rehabilitation reinforce the effects of chiropractic adjustments. The practice accepts insurance and offers same-day appointments, late hours, and walk-ins.

Differentiator

Problem solved

Functional benefit

Products and services

• Zone Technique Chiropractic Care

Quantifiable outcome

• Dr. Baird provides 20,000 to 30,000 chiropractic adjustments per year
• +5 more outcomes

Named customers7 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

Feature6 records

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• ATI Physical Therapy: Large national outpatient physical therapy network offering rehabilitation services that overlap with Pinnacle's MedX spinal rehab and auto-injury recovery offerings, though ATI is not a chiropractic specialist.
• Select Medical: Diversified post-acute and outpatient rehabilitation provider. Competes indirectly for spinal pain, decompression, and rehab patients that Pinnacle also serves, but with a much broader portfolio.

Direct peers

• 100% Chiropractic: Multi-location chiropractic franchise offering adjustments, spinal decompression, massage, and wellness care. Closely matches Pinnacle's integrated, multi-modality service stack and family wellness positioning.
• LifeClinic: Chiropractic clinic network operating in retail and corporate settings with walk-in convenience and wellness focus. Comparable consumer-facing, high-throughput chiropractic delivery model.
• HealthSource Chiropractic: Chiropractic franchise combining adjustments with progressive rehab, decompression, and other modalities. Comparable in its integrated-care approach and insurance-friendly patient acquisition model.
• Chiro One Wellness Centers: Multi-clinic chiropractic group emphasizing family wellness and patient-education-driven care. Comparable in patient segment (families/individuals) and recurring-visit economic model.
• The Joint Chiropractic: National chiropractic franchise operating walk-in, insurance-friendly clinics across the U.S. Directly comparable to Pinnacle's consumer-facing, high-volume, fee-for-service adjustment model — the primary differentiated competitor for similar patient segments in Utah County.

Others

• WebPT: Practice management and EHR software widely used by physical therapy and chiropractic practices. Comparable ecosystem participant that supports similar clinic operations, billing, and patient engagement workflows.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/docbaird
• YouTubeyoutube.com/user/docbaird/videos
• Facebookfacebook.com/pages/Pinnacle-Chiropractic/142186032484569
• Instagraminstagram.com/healthatpinnacle

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Pinnacle Chiropractic