Back In Motion

What Back In Motion does

Back In Motion is an Australian physiotherapy and allied-health services network operating as a franchise of more than 100 clinic locations across all mainland Australian states and Tasmania, with additional operations in New Zealand. The company is the consumer-facing physiotherapy brand of the Back In Motion Health Group, which sits within Healthia, a larger allied-health platform. Its core service set comprises physiotherapy, clinical exercise (Pilates-based reformer programs delivered one-on-one, semi-private, or in groups of five to eight), and remedial massage, supplemented by a broad add-on menu that includes shockwave therapy, dry needling, GaitScan foot assessments and custom orthotics, NDIS-funded physiotherapy, aged care services, telehealth (Virtual Physio), and licensed specialty programs (GLA:D Australia for osteoarthritis, PD Warrior for Parkinson's, ONERO for osteoporosis, VALD for movement analysis).

The business operates on a franchise model: individual clinics are owned and operated by independent franchisees (e.g., Director-led practices at Brighton SA, Mentone VIC, Blackburn VIC, Hobart TAS, Balcatta WA, Bayswater/Wantirna VIC) under the centralized support office in Bowen Hills, Queensland. Customer acquisition is direct-to-consumer, driven by an online booking platform powered by Nookal, a content marketing program (health blog and social channels on Facebook and LinkedIn), referral partnerships with fitness operators (Anytime Fitness, Snap Fitness) and educational institutions, and a satisfaction guarantee offering a refund plus free follow-up session. Payment is fee-for-service at point of care, with HICAPS electronic health rebate processing, Afterpay buy-now-pay-later, and a free initial assessment used as a conversion mechanism for new patients and new injuries.

Revenue is generated through four primary streams — physiotherapy consultations, clinical exercise programs, remedial massage, and specialized services/products — all monetized as one-time, pay-as-you-go transactions rather than subscriptions or recurring contracts. The customer base is heavily weighted to general-public individuals with acute or chronic pain, sports injuries, and rehabilitation needs, with secondary segments in seniors, NDIS participants, athletes, and workers' compensation/transport accident claimants. The proprietary Results4Life® clinical methodology and trademarked philosophy of preventative, long-term outcome management is positioned as the network's unifying brand and clinical differentiator.

Name

Back In Motion

Legal name

The Back In Motion Health Group

Website

https://backinmotion.com.au

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Back In Motion is an Australian franchise network of 100+ physiotherapy and allied-health clinics delivering physiotherapy, clinical exercise (Pilates), remedial massage, and specialty programs to general consumers, NDIS participants, aged care patients, and workers' compensation claimants across Australia and New Zealand.

Ownership category

akta.pro rank

Product category

Physiotherapy and Allied Health Services

NAICS

Offices of Physical, Occupational and Speech Therapists, and Audiologists (62134), Offices of Physical, Occupational and Speech Therapists, and Audiologists (621340), Home Health Care Services (62161), Services for the Elderly and Persons with Disabilities (624120)

SIC

Services-Home Health Care Services (8082), Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)

akta.pro primary industry

Rehabilitation Return-to-Exercise Training (Non-Clinical) (HSADAAAK)

akta.pro secondary industries

Sports Physical Therapy & Return-to-Play Rehab (HSADAIAB), Corrective Exercise & Posture Training (HSADAAAE), Return-to-Sport / Post-Rehab Athletic Reconditioning (HSADAEAJ), Balance, Fall Prevention & Gait Training In-Home (HSABADAH)

Keywords

• Physiotherapy services
• Clinical exercise pilates
• Remedial massage therapy
• Musculoskeletal rehabilitation
• Sports injury treatment

Headquarters

HQ city

Bowen

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel

Revenue model

1. Physiotherapy Consultations: Fee-for-service physiotherapy consultations charged at time of service. Standard consultation prices are available at individual practices. New clients may receive a free initial assessment at participating clinics.
2. Clinical Exercise Programs: Individual, semi-private, and group Clinical Exercise (reformer Pilates) sessions offered as part of holistic treatment plans. Includes one-on-one tailored programs, semi-private (2-4 participants), and group classes (5-8 participants).
3. Remedial Massage Services: Massage therapy services including remedial massage, sports therapy massage, and deep tissue massage performed by qualified physiotherapists and therapists.
4. Specialized Services and Products: Additional revenue from specialized services including GaitScan assessments, custom orthotics, shockwave therapy, dry needling, and NDIS physiotherapy services.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Back In Motion provides physiotherapy, Clinical Exercise (reformer Pilates), remedial massage, and specialized allied health services through a franchise network of more than 100 clinics across Australia. Services target individual consumers seeking injury rehabilitation, pain management, sports injury treatment, post-surgical recovery, and preventative long-term physical health. The practice uses the trademarked Results4Life clinical methodology focused on lifelong outcomes rather than short-term fixes.

Product overview

Back In Motion is a physiotherapy and allied health practice network offering a unified healthcare platform with core physiotherapy services complemented by specialized therapeutic modules. The core offering includes Physiotherapy, Remedial Massage, and Clinical Exercise & Pilates (available in individual, semi-private, and group formats). These are supported by add-on services including Shockwave Therapy, Dry Needling, GaitScan Assessment, Custom Orthotics, NDIS Physiotherapy, Aged Care Physiotherapy, Virtual Physio telehealth, and specialty programs like GLA:D Australia, PD Warrior, and ONERO. The company differentiates through its Results4Life clinical philosophy aimed at achieving optimal lifelong physical health outcomes.

Differentiator

Problem solved

Functional benefit

Products and services

• Physiotherapy Core physiotherapy services providing assessment, diagnosis, and treatment for musculoskeletal conditions including back pain, neck pain, sports injuries, and rehabilitation. Delivered by qualified physiotherapists across 100+ Australian clinic locations.
• Remedial Massage

Named customers2 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

Integration8 records

Feature1 record

Partnerships

Nine partnerships are on record, tiered core and minor.

• NookalcoreTechnology or IntegrationNookal provides the online booking platform used by Back In Motion clinics for appointment scheduling and practice management. The booking system allows customers to find practices and book appointments online.
• Anytime Fitness Point CookminorGTM or Marketing PartnerPartnership offering 10% discount on any service for Anytime Fitness Point Cook Rewards Members at Back In Motion Point Cook location. Valid from 5th January 2026.
• Snap Fitness West FootscrayminorGTM or Marketing PartnerPartnership offering 10% discount on physiotherapy services and 1x free AXIT Assessment for Snap Fitness West Footscray members at Back In Motion Braybrook.
• Squad WellnessminorGTM or Marketing PartnerPartnership offering $20 off physiotherapy services for Squad Wellness Active Squad members at Back In Motion Balnarring.
• Kando Martial ArtsminorGTM or Marketing PartnerPartnership offering $30 off initial physiotherapy service and 10% off follow-up appointments for active Kando Martial Arts members at Back In Motion Rowville during 2026.
• Caroline Chisholm Catholic CollegeminorGTM or Marketing PartnerEducational institution partnership offering 10% off all physiotherapy consultations for staff and students at Back In Motion Braybrook.
• Regal Sleep SolutionsminorGTM or Marketing PartnerBack In Motion partnered with Regal Sleep Solutions to present a wellness video series featuring tips on safe lifting, rest importance, and general health and wellness topics.
• PFM Physio - Pelvic Floor PhysiotherapyminorStrategic or Co-development PartnerReferral partner at Back In Motion Brighton location providing specialized pelvic floor physiotherapy services as part of integrated women's health care.
• My Foot Dr HoveminorStrategic or Co-development PartnerReferral partner at Back In Motion Brighton location providing podiatry services for integrated foot and lower limb care.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• Kieser Australia: Kieser Australia operates a network of strength-training-focused physiotherapy clinics combining clinical exercise with physio. Overlaps with Back In Motion on clinical exercise/Pilates-based rehab, fee-for-service model, and metropolitan clinic footprint.
• Physio Inq: Physio Inq is an Australian physiotherapy franchise network offering in-clinic, mobile, and telehealth services across multiple states. It directly competes with Back In Motion on franchise-based physiotherapy delivery, multi-modality offerings, and consumer-facing allied health.
• LifeCare Physiotherapy: LifeCare is a long-established Australian physiotherapy network offering outpatient physiotherapy, sports, and rehabilitation services. Comparable through multi-site clinic delivery, insurance billing, and sports/musculoskeletal focus.

Others

• Australian Physiotherapy Association: The APA is the national peak body representing Australian physiotherapists and shaping clinical standards, CPD, and policy. Comparable as an industry-association reference point for franchise governance, training, and clinician recruitment pipelines.
• GLA:D Australia: GLA:D Australia licenses the osteoarthritis education and exercise program used by Back In Motion. Comparable as an enabling program provider that anchors part of Back In Motion's specialized clinical offering and partnership network.
• MyHealth1st (1st Group): MyHealth1st is an Australian online booking marketplace for allied health services including physiotherapy. Comparable as ecosystem/technology layer used by patients to discover and book physiotherapy appointments, including at franchise networks.

Broad incumbents

• Bupa Health Services: Bupa is a major Australian health insurer and provider of allied health services including physiotherapy. Competes with Back In Motion for insured patients and brings scale advantages in claim processing and customer acquisition.
• HCF (Hospitals Contribution Fund): HCF is a large Australian not-for-profit health fund that operates and partners with physiotherapy clinics. Comparable as a payer-provider competitor with bundled health insurance offerings targeting similar patient demographics.
• Healthia Limited: Healthia is the ASX-listed parent company of Back In Motion and also operates broader allied health services (optometry, podiatry, dental). It is comparable as both parent and as a broader allied health platform competing for similar clinical talent and patient pools.

Regional players

• Southern Cross Health Society: Southern Cross Health Society is a New Zealand health insurer offering physiotherapy and allied health coverage. Geographically adjacent to Back In Motion's secondary NZ footprint and comparable as a payer-provider bridging insurance and clinic services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/BackInMotionHealthGroup
• Xx.com/BackInMotionHG

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Back In Motion