Geneva Woods Birth Center

What Geneva Woods Birth Center does

Geneva Woods Women's & Family Wellness (formerly Geneva Woods Birth Center) is a private, founder-owned multidisciplinary healthcare practice headquartered at 2400 E. 42nd Avenue in Anchorage, Alaska, founded in January 2002 by Certified Nurse Midwives Barbara Norton and Karin Braun. The practice originally operated as Anchorage's first nationally accredited birth center and attended nearly 2,000 deliveries over 22 years before ceasing birth-center operations at the end of 2024 due to its inability to replace departing midwives. It has since transitioned into Geneva Woods Women's & Family Wellness (operating under the sub-brand "The Nest"), expanding beyond midwifery into a fully integrated holistic care model.

The practice delivers in-person clinical services from a single Anchorage location with a team of approximately 10-15 staff including CNMs, a Family Nurse Practitioner, two physical therapists (one OCS-certified), a licensed professional counselor with PMH-C certification, an IBCLC lactation consultant, a registered dietitian, and administrative/billing personnel. The service portfolio spans women's wellness exams, NAMS-certified menopause and perimenopause care, pelvic floor physical therapy, mental health counseling (including EMDR, DBT, CBT, and medication management), GLP-1-based weight management, registered-dietitian nutrition counseling, sexual health and contraception, lactation support, prenatal ultrasound services, postpartum care, limited family practice (men's health, pediatric age 2+, chronic conditions, urgent care), and pain-management options (including self-administered nitrous oxide for IUD insertions). Clinical technology is conventional: an in-house ultrasound machine for dating, viability, fluid assessment, and non-stress testing; a MonaLisa Touch SmartXide laser for genitourinary symptoms of menopause; and third-party lab integrations with Quest Diagnostics and LabCorp.

The business model is direct-to-consumer professional services billing — patients self-select for care and book appointments by phone, email, or contact form. Revenue is generated through fee-for-service billing to private insurance, Medicaid, and Tricare; self-pay for non-covered services; cash-pay procedures including MonaLisa Touch at $500 per treatment; and a small on-site baby boutique retailing baby carriers (Didymos, Lenny Lamb, Moby wraps) and nursing products. The practice relies on community presence, event sponsorships, provider-education affiliations with the University of Alaska Anchorage, and patient testimonials rather than paid marketing, and has no disclosed external investors, parent company, or funding rounds.

Name

Geneva Woods Birth Center

Legal name

Geneva Woods Birth Center

Website

https://genevawoodsbirthcenter.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1–10 employees

Short description

Geneva Woods Women's & Family Wellness (formerly Geneva Woods Birth Center) is a private, multidisciplinary healthcare practice in Anchorage, Alaska, delivering women's wellness, menopause, pelvic floor PT, mental health, lactation, nutrition, weight management, and family practice services through approximately 10-15 staff.

Ownership category

akta.pro rank

Product category

Women's Health & Family Wellness Services

NAICS

Home Health Care Services (62161), Home Health Care Services (6216), Other Individual and Family Services (624190)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011), Services-Home Health Care Services (8082), Services-Health Services (8000)

akta.pro primary industry

Lactation, Postpartum & Perinatal Support Services (HLAFAJAN)

akta.pro secondary industries

Midwifery & Birth Centers (HLAFAJAC), Postpartum Newborn Care & Parent Education (NCS) (HSAAACAA), Maternal/Newborn & Postpartum Skilled Home Visits (HSABACAK)

Keywords

• Women's health services
• Midwifery care
• Family practice medicine
• Pelvic floor therapy
• Holistic wellness clinic

Headquarters

HQ city

Anchorage

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Clinical Healthcare Services: Revenue from direct patient care services including prenatal care, postpartum care, women's wellness exams, contraceptive services, menopause management, mental health counseling, physical therapy, lactation consulting, nutrition counseling, and family practice services. Billed to insurance, Medicaid, or self-pay.
2. Birth Center Facility Fees: Facility fees for birth center services (no longer active as of end of 2024). Previously offered as alternative to hospital birth.
3. Procedural Services: Revenue from procedures including IUD insertions, MonaLisa Touch treatments ($500/treatment, not insurance-covered), and minor office procedures.
4. Retail - Baby Boutique: Sale of baby carriers (Didymos, Lenny Lamb, Moby wraps), pregnancy support devices, and nursing products. Walk-in and appointment-based shopping.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Geneva Woods Birth Center operates a multidisciplinary women's and family healthcare practice in Anchorage, Alaska. Following the end of birth center deliveries in 2024, it now offers evidence-based women's wellness, family practice, pelvic floor physical therapy, lactation consulting, mental health counseling, nutrition therapy, menopause care, weight management, and sexual health services delivered by an integrated team of certified nurse-midwives, nurse practitioners, physical therapists, licensed counselors, and a registered dietitian.

Product overview

Geneva Woods Birth Center operates as a comprehensive women's and family health care practice offering a multidisciplinary range of services. The practice transitioned from a nationally-accredited birth center (ceased deliveries end of 2024) to a holistic wellness clinic providing women's wellness, family practice, pelvic floor physical therapy, lactation support, mental health counseling, nutrition counseling, menopause care, weight loss services, sexual health/contraception, prenatal services, postpartum care, and pain relief procedures. The practice also operates a Lactation Boutique retail component for baby carriers and nursing products, and offers the MonaLisa Touch laser treatment for genitourinary symptoms of menopause. Services are coordinated across providers including CNMs, FNPs, physical therapists, a registered dietitian, lactation consultant, and licensed professional counselor.

Differentiator

Problem solved

Functional benefit

Products and services

• Women's Wellness Services Comprehensive women's primary and preventive care including yearly exams, cancer screening, menopause and perimenopause counseling, sexual health visits, routine lab tests, mammograms, pap smears, and same-day problem-focused visits for common gynecological complaints, targeting women of all ages.
• Prenatal and Pregnancy Services Limited prenatal services complementing routine prenatal care from other practices, including ultrasounds (early dating, viability, fluid assessments), non-stress testing, postdates testing (AFI, NST, biophysical profile), and medication management.
• Postpartum Care Extended postpartum support including additional visits before 6 weeks, breastfeeding support, mental health counseling, and birth experience processing support.
• Lactation Support IBCLC-certified lactation consulting services for breastfeeding support, including latch evaluation, milk supply assessment, and infant weight monitoring, with home visits available for lactation support.
• Menopause and Perimenopause Support NAMS-certified menopause practitioner services including hormone replacement therapy counseling, vaginal discomfort treatments, urinary incontinence support, osteoporosis management, and mental health support during the menopause transition.
• Pelvic Floor Physical Therapy Pelvic physical therapy services treating urinary incontinence, bowel incontinence, constipation, pelvic pain conditions, dyspareunia, vaginismus, vulvodynia, and pelvic organ prolapse through muscle exercises, manual therapy, and neuromuscular retraining.
• Mental Health Services Licensed Professional Counselor services for individuals, couples, and families including EMDR, DBT, CBT therapy, perinatal mood disorder treatment (PMH-C), and medication management for anxiety, depression, and ADHD.
• Nutrition Counseling Registered dietitian services providing individualized nutrition counseling for diabetes, liver and kidney disease, eating disorders, cardiovascular health, gastrointestinal conditions, weight management, and eating disorder specialist support.
• Weight Loss and Metabolic Health Medical weight management services including GLP-1 receptor agonists (Ozempic, Wegovy, Mounjaro, Zepbound), lifestyle modification counseling, dietary planning with RD, and exercise regimen development.
• Sexual Health and Contraception Sexual health services including STI screening, contraceptive management (IUDs, Nexplanon, birth control pills, patches, rings, DepoProvera, diaphragms), sexual pain treatment, low libido counseling, and teen sexual health education.
• Family Practice Family practice services including chronic condition management (hypertension, Type 2 diabetes, hyperlipidemia, obesity, hypothyroid), men's yearly exams, urgent care visits, and routine pediatric services for children over age 2.
• MonaLisa Touch Laser Treatment FDA-approved SmartXide laser treatment for genitourinary symptoms of menopause (GSM), creating thermal injuries to vaginal mucosa to stimulate tissue regeneration, improve vaginal tone, lubrication, and reduce urinary incontinence. Typically $500 per treatment, not covered by insurance.
• Pain Relief During Procedures Pain management options for procedures like IUD insertions and endometrial biopsies including nitrous oxide (50/50 oxygen mixture), sedation medications, topical numbing, cervical dilation options, and expert technique protocols.
• Lactation Boutique Retail boutique selling baby carriers including Didymos woven wraps, Lenny Lamb soft structured carriers, Moby wraps, and Sakura silk wraps, along with pregnant support devices and nursing mother products.
• Events and Classes Educational programming including childbirth preparation classes, Fourth Trimester class for postpartum/newborn care, Hypnosis for Birthwork curriculum, and a Pop-In Book Club featuring non-fiction health topics.

Quantifiable outcome

• Nearly 2000 births attended since 2002
• +1 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Four partnerships are on record, tiered major and minor.

• American Association of Birth Centers (AABC)majorOthersBarbara Norton serves on the AABC board as Secretary. AABC is the national trade organization supporting birth centers. Geneva Woods Birth Center has a long history of supporting AABC to help spread the birth center model of care across the country.
• University of Alaska Anchorage (UAA)minorOthersOffice serves as clinical training site for CNM, FNP, and RN students. Barbara Norton has been adjunct faculty and guest lecturer at UAA for many years.
• The Menopause SocietymajorOthersBarbara Norton is an active member and received Menopause Society certification. One of only 4 NAMS-certified Menopause Practitioners in Anchorage.
• International Society for the Study of Women's Sexual HealthminorOthersBarbara Norton is pursuing continuing education in women's sexual health through this society and specializing in underserved areas of women's health.

Scale indicators3 records

Recent moves12 records

Expansion highlights6 records

Direct peers

• Babymoon Inn: Accredited birth center and midwifery practice in Phoenix offering birth, postpartum, lactation, and well-woman care. Comparable service mix, midwifery model, and freestanding birth center operations.
• Midi Health: Virtual menopause and perimenopause clinic staffed by NAMS-certified clinicians offering HRT, lifestyle, and symptom management. Directly comparable to Geneva Woods' NAMS-certified menopause service line and women's wellness orientation.
• Tia: Multi-disciplinary women's health practice combining gynecology, primary care, mental health, and wellness services with a midwifery-influenced, relationship-based care model. Highly comparable in mission and integrated service mix to Geneva Woods' expanded model.
• Origin: Pelvic floor physical therapy provider offering in-person and virtual care for incontinence, prolapse, and pelvic pain. Comparable to Geneva Woods' dedicated pelvic floor PT service line.
• The Birth Center of Boulder: Independent accredited birth center offering midwifery-led prenatal, birth, postpartum, and women's wellness services in Colorado. Closest historical analogue to Geneva Woods' pre-2024 birth center model.

Emerging players

• Elektra Health: Virtual menopause care provider offering clinician visits, education, and community support for perimenopause and menopause. Comparable service line to Geneva Woods' NAMS-certified menopause practice.
• Herself Health: Primary care startup focused on women aged 65+, combining in-person clinics with virtual care. Comparable target demographic (older female patients) and integrated care philosophy.
• Caraway Health: Women's health primary care startup serving Gen Z and millennials with integrated mental, physical, and reproductive health. Comparable in delivering multidisciplinary, midwifery-adjacent care to younger female demographics.

Broad incumbents

• Maven Clinic: Large digital women's and family health platform spanning fertility, pregnancy, postpartum, menopause, and pediatric care. Comparable in serving the same life-stage continuum as Geneva Woods but at much larger scale and via virtual delivery.
• One Medical (Amazon One Medical): National primary care membership practice with strong women's health, preventive care, and chronic disease management offerings. Comparable in offering extended-visit, evidence-based primary care but at much larger scale and broader scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/geneva-woods-birth-center

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Geneva Woods Birth Center