PhysioChoice

What PhysioChoice does

PhysioChoice is Australia's largest privately-owned physiotherapy provider, operating 69 practices across every state and territory with a team of approximately 500 staff. Founded in 1994 as Gippsland Physiotherapy Group by Paul Hill and Alan Yates in Morwell, Victoria, and rebranded to PhysioChoice in 2008, the company delivers general physiotherapy at every location alongside a broad specialty portfolio including geriatric, neurological, paediatric, sports, men's and women's health physiotherapy, dry needling, TMJ and vertigo treatment, hydrotherapy, home visits, NDIS assistance, and Clinical Pilates. Ancillary service lines include an Aged Care facility partnership program (on-site falls prevention, pain management, post-surgical rehab, and mobility support) and CorporateChoice, a B2B division offering pre-employment assessments, on-site physiotherapy, and workplace health services to corporate clients.

The company runs a direct-to-consumer model with no GP referral required for standard consultations, supported by online appointment booking through multiple practice management platforms (PPMP, Cliniko, Nookal, PracSuite) layered over a Directus-managed website on DigitalOcean with Cloudflare CDN. Its technology stack is conventional multi-tenant clinic SaaS rather than proprietary platform IP. Revenue is generated primarily through fee-for-service patient consultations (with private health insurance rebates via HICAPS and integrations with Bupa Members First, nib First Choice, and Medibank Private), supplemented by government and quasi-government funding streams covering Medicare Chronic Disease Management, DVA, NDIS, and all major state workers compensation and motor accident schemes (WorkSafe Victoria, TAC, WorkCover QLD/WA/SA/TAS, ReturnToWorkSA, SIRA). Managed-service contracts with aged care facilities and corporate clients, plus Clinical Pilates packages with Afterpay financing, contribute additional recurring revenue.

PhysioChoice Pty Ltd is a 100% privately owned Australian company headquartered at Traralgon, Victoria, with no disclosed external institutional investment or parent entity. It operates under four trade names — PhysioChoice, PilatesChoice, CorporateChoice, and the legacy Gippsland Physiotherapy Group — and continues founder-led leadership with Paul Hill as CEO and Prue Hill (co-founder of CorporateChoice) as COO, alongside a board of clinician-directors.

Name

PhysioChoice

Legal name

PHYSIOCHOICE PTY LTD

Website

https://physiochoice.com.au

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

251–500 employees

Short description

PhysioChoice is Australia's largest privately-owned physiotherapy provider, operating 69 practices nationwide with ~500 staff serving individual patients, NDIS participants, aged care residents, and corporate clients through general and specialty physiotherapy, Clinical Pilates, and workplace health services.

Ownership category

akta.pro rank

Product category

Physiotherapy Services

NAICS

Offices of Physical, Occupational and Speech Therapists, and Audiologists (621340), Offices of Physical, Occupational and Speech Therapists, and Audiologists (62134), Home Health Care Services (62161)

SIC

Services-Misc Health & Allied Services, Nec (8090), Services-Home Health Care Services (8082)

akta.pro primary industry

Outpatient Rehabilitation & Physical/Occupational/Speech Therapy Centers (HLAFABAB)

akta.pro secondary industry

Home Health Therapy Services (PT/OT/SLP) Providers (HLAFAEAM)

Keywords

• Physiotherapy services
• Rehabilitation services
• Sports injury treatment
• Aged care services
• Corporate health services

Headquarters

HQ city

Dandenong

HQ country

Australia

HQ region

Oceania

Offices70 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Patient Consultations: Fee-for-service physiotherapy consultations paid by patients directly or through private health insurance claims. Accepts Bupa, nib, Medibank Private, and other health funds via HICAPS.
2. Government Health Schemes: Bulk billing or subsidized services under Medicare (Chronic Disease Management plans), DVA, NDIS, and various state workers compensation schemes (WorkSafe Victoria, TAC, WorkCover Queensland, WorkCoverWA, ReturnToWorkSA, WorkSafe Tasmania, SIRA).
3. Aged Care Services: On-site physiotherapy services to residential aged care facilities. Includes falls prevention, pain management, post-surgical rehabilitation, and mobility support.
4. Corporate Health Services: Employee healthcare assessments, on-site physiotherapy, pre-employment screenings for corporate clients. Delivered through CorporateChoice brand.
5. Clinical Pilates Programs: Physiotherapist-led Pilates sessions. Afterpay payment option available for bulk session purchases at participating practices.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

PhysioChoice is Australia's largest privately-owned physiotherapy provider, operating 69 practices nationwide that deliver in-person physiotherapy consultations, rehabilitation and specialised treatment services. Its core offering is hands-on physiotherapy for injury recovery, pain management and post-operative rehabilitation, supplemented by Clinical Pilates, Hydrotherapy, Dry Needling, home visits, NDIS-funded therapy and B2B on-site services for aged care facilities and corporate clients.

Product overview

PhysioChoice is Australia's largest privately-owned physiotherapy provider offering a comprehensive network of 69 practices. The core offering is general physiotherapy available at all locations, supplemented by specialized modules including Clinical Pilates, Hydrotherapy, Dry Needling, and targeted services for specific populations (geriatric, paediatric, neurological, sports, men's health, women's health). The company also provides home visit services, NDIS assistance, TMJ treatment, and vertigo treatment. For business clients, PhysioChoice offers Aged Care facility partnerships and Corporate Health services through its CorporateChoice division. All services are delivered by a team of nearly 500 dedicated physiotherapists with at least four years of university-level education.

Differentiator

Problem solved

Functional benefit

Products and services

• General Physiotherapy Core physiotherapy services covering work incidents, car accidents, sports injury recovery, post-operative rehabilitation and general physical upkeep, delivered face-to-face at all 69 PhysioChoice practices across Australia.
• Geriatric Physiotherapy

Quantifiable outcome

• 3,830,000+ combined consultations since 1994
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

18 partnerships are on record, tiered core and minor.

• BupacoreOthersBupa Members First provider. Patients with Bupa health insurance can access higher rebates at PhysioChoice practices through the Members First network.
• nibcoreOthersnib First Choice provider. nib health insurance members can access preferred rebates at PhysioChoice practices.
• MedibankcoreOthersMedibank Private provider. Medibank health insurance members can access rebates for physiotherapy services.
• Medicare AustraliacoreOthersBulk billing and rebate processing through Medicare for patients with Chronic Disease Management (EPC/CDM) plans referred by GPs.
• National Disability Insurance Scheme (NDIS)coreOthersRegistered NDIS provider offering physiotherapy services to participants with disabilities across all practice locations.
• Department of Veterans' Affairs (DVA)coreOthersDVA-funded physiotherapy services for eligible veterans. PhysioChoice accepts DVA referrals and processes claims directly.
• WorkSafe VictoriacoreOthersWork injury physiotherapy services for WorkSafe Victoria claimants. Assessment, treatment, and rehabilitation for workplace injuries.
• Transport Accident Commission (TAC)coreOthersRoad accident injury treatment for TAC clients in Victoria. Physiotherapy services for transport accident victims.
• WorkCover QueenslandcoreOthersWorkers compensation physiotherapy services for Queensland employees injured in the workplace.
• WorkCoverWAcoreOthersWorkers compensation physiotherapy services for Western Australian employees with workplace injuries.
• ReturnToWorkSAcoreOthersSouth Australian workers compensation physiotherapy services for workplace injury recovery.
• WorkSafe TasmaniacoreOthersWorkers compensation physiotherapy services for Tasmanian employees with workplace injuries.
• NSW State Insurance Regulatory Authority (SIRA)coreOthersMotor accident and workers compensation physiotherapy services for NSW residents through SIRA-funded schemes.
• AfterpayminorOthersAfterpay payment option available for Clinical Pilates programs at participating practices across Australia.
• PPMP (Practice Practice Management Platform)coreTechnology or IntegrationOnline booking system provider for multiple PhysioChoice practices. Patients can book appointments through PPMP platform.
• ClinikocoreTechnology or IntegrationHealthcare practice management system used for appointment booking at various PhysioChoice locations including Armidale, Beechboro, and others.
• NookalcoreTechnology or IntegrationPractice management system used for appointment booking and patient management at select PhysioChoice locations.
• PracSuitecoreTechnology or IntegrationHealthcare practice management platform used for appointment booking at select PhysioChoice practices.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Back In Motion Health Group: Australian franchise physiotherapy network with multi-state clinic presence offering general physiotherapy, sports rehab, and workplace health services. Competes head-to-head with PhysioChoice for consumer, corporate, and workers compensation patients across Australia.
• Recovre: Australian workplace rehabilitation and injury management provider delivering on-site physiotherapy, return-to-work programs, and pre-employment assessments. Direct competitor with PhysioChoice's CorporateChoice B2B offering for employer and insurer clients.
• Kieser Australia: Network of physiotherapy-led strength training clinics in major Australian metros, combining Clinical Pilates-style equipment programs with rehab. Comparable middle-to-upper-market service model, pricing approach, and equipment-intensive service delivery.
• Lifecare Physiotherapy: Multi-state Australian physiotherapy and allied health provider offering sports, musculoskeletal, and women's/men's health physiotherapy. Overlapping services and funding-channel exposure (private health, Medicare, workers comp, NDIS) with PhysioChoice.
• SportsCare Physio: Australian physiotherapy and sports medicine network with multiple locations across Sydney and beyond. Matches PhysioChoice on outpatient musculoskeletal and sports injury focus, multi-payer revenue mix, and practitioner-led delivery.
• Healthia Limited (ASX: HLA): ASX-listed allied health platform operating a network of physiotherapy, podiatry, and optometry clinics across Australia (including Back In Motion franchised clinics). Direct multi-clinic competitor with overlapping service mix, payer relationships, and D2C plus B2B model.

Broad incumbents

• Bupa Australia: Major Australian private health insurer and broader health provider that controls preferred-provider networks (e.g., Members First) PhysioChoice participates in. Not a direct physio competitor at scale but a counterparty with significant influence over PhysioChoice's patient flow and rebates.
• Medibank Private: One of Australia's largest private health insurers and a broader health services group. Hosts PhysioChoice as a preferred provider, and is itself an adjacent player in defining physiotherapy reimbursement economics and customer acquisition funnels.
• Healius Limited (ASX: HLS): Major ASX-listed healthcare operator across pathology, imaging, and primary care, including allied health offerings. Sits in the same Australian healthcare provider ecosystem but operates broadly rather than focused on PhysioChoice's physio niche.
• APM (Advanced Personnel Management): Large Australian/NZ allied health, employment services, and workplace rehab group operating physiotherapy and occupational rehabilitation services. Wider portfolio but directly competitive for CorporateChoice-style workplace injury and NDIS contracts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/physiochoice

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries3 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 PhysioChoice