Atlas Endurhæfing

What Atlas Endurhæfing does

Atlas Endurhæfing is a single-location physiotherapy and rehabilitation clinic founded in June 2008 by Pétur Einar Jónsson and Róbert Magnússon, operating from Íþróttamiðstöð Laugardal at Engjavegur 6, 104 Reykjavík, Iceland. The clinic employs 12 physiotherapists with specializations across sports physiotherapy, back and neck rehabilitation, shoulder and knee rehabilitation, post-surgical recovery, and orthopedic manual therapy, supported by reception and finance staff. Services are delivered exclusively in-person, Monday-Thursday 8:00-16:30 and Friday 8:00-16:00, with no digital or remote offerings.

The company operates a direct-to-consumer fee-for-service model with partial subsidy from Sjúkratryggingar Íslands (Icelandic Health Insurance), which covers up to 15 sessions per 365-day period per patient. Adult patients may access up to 6 sessions without a doctor's referral (effective February 2023), after which a referral is required for continued insurance subsidy. Children under 18 receive free treatment with a doctor's referral or pay 30% of the insured rate without one. A 7,000 ISK cancellation fee applies for cancellations within 2 hours of scheduled time. Beyond individual patients, the clinic provides contracted physiotherapy services to Icelandic sports clubs and national teams, including FH (Icelandic handball champions 2024), Valur (Icelandic men's basketball champions 2024), and KKÍ national basketball teams.

The business has no technology platform, mobile app, or AI-driven products — revenue is generated entirely by physical in-clinic treatment sessions, supplemented by add-on services such as educational lectures, sports club consulting, and endurance/lactate testing. The clinic is privately held by its two co-founders, with no external investment, no parent company, and remains a single-site operation serving the Reykjavík market. Marketing is channeled through the multilingual website, doctor referrals, word-of-mouth, and embedded sports federation relationships.

Name

Atlas Endurhæfing

Legal name

Atlas Endurhæfing

Website

https://atlasendurhaefing.is

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Atlas Endurhæfing is a single-location physiotherapy and rehabilitation clinic in Reykjavík, Iceland, employing 12 physiotherapists serving individual patients, sports clubs, and Icelandic national teams across sports, post-surgical, and musculoskeletal rehabilitation.

Ownership category

akta.pro rank

Product category

Physiotherapy and Rehabilitation 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)

Keywords

• Physiotherapy services
• Sports injury rehabilitation
• Post-surgical rehabilitation
• Musculoskeletal therapy
• Sports team consulting

Headquarters

HQ city

Reykjavík

HQ country

Iceland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Physiotherapy Treatment Fees: Fee-for-service physiotherapy treatments where patients pay per session. Fees are partially subsidized by Sjúkratryggingar Íslands (Icelandic Health Insurance), which covers up to 15 treatment sessions per 365-day period. Additional reimbursement available through trade unions and pension fund health funds.
2. Insurance Subsidies and Reimbursements: Sjúkratryggingar Íslands provides subsidies for physiotherapy treatments. Trade unions also reimburse members for physiotherapy costs. Insurance companies pay for treatment following accidents.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Atlas Endurhæfing is a physiotherapy and rehabilitation clinic located in the Laugardal Sports Center in Reykjavík, Iceland. It delivers in-person physiotherapy services to individual patients and to sports clubs and national teams, covering general rehabilitation, sports injury treatment and prevention, back/neck and shoulder/knee rehabilitation, and post-surgical recovery. The clinic is staffed by 12 physiotherapists with diverse specializations, and supplements its core treatments with educational lectures, sports club consulting, and endurance/lactate testing.

Product overview

Atlas Endurhæfing is a physiotherapy and rehabilitation clinic based in Reykjavik, Iceland, founded in June 2008. The company operates a single unified service offering called Sjúkraþjálfun (Physiotherapy), delivered by a team of 12 physiotherapists. The core physiotherapy service is enhanced by specialized areas including sports physiotherapy, back rehabilitation, shoulder rehabilitation, knee and shoulder rehabilitation, and post-surgery rehabilitation. Additional services include educational lectures, sports club consulting, and endurance testing with lactate measurements. The clinic serves individual patients and provides physiotherapy services to various sports clubs and national teams across Iceland.

Differentiator

Problem solved

Functional benefit

Products and services

• Physiotherapy (Sjúkraþjálfun)
• Sports Physiotherapy (Íþróttasjúkraþjálfun)
• Post-Surgery Rehabilitation (Þjálfun eftir bæklunaraðgerðir)
• Educational Lectures for Sports Clubs (Fræðslufyrirlestrar)
• Sports Club Consulting (Ráðgjöf til íþróttafélaga)
• Endurance Tests and Lactate Measurements (Þolpróf og mjólkursýrumælingar)

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Aleris: Nordic healthcare provider with physiotherapy and rehabilitation as part of a broader specialty care portfolio. Provides overlapping PT and orthopedic rehab services across multiple Nordic countries, offering broader capabilities than Atlas's single-location focus.
• Capio: Pan-Nordic/European healthcare group operating physiotherapy clinics alongside hospitals and specialist care. Competes for the same outpatient rehabilitation demand with the backing of much larger capital and geographic reach than Atlas.

Emerging players

• Styrkur: Icelandic physiotherapy practice operating in the same Reykjavík market. Competes for sports injury and general musculoskeletal patient demand with a similar direct-to-consumer model and Icelandic Health Insurance subsidy integration.
• Sensa: Icelandic health/wellness provider offering physiotherapy-adjacent rehabilitation and training services. Targets overlapping rehabilitation and sports performance use cases within the small Icelandic market, posing local competitive pressure on Atlas.

Regional players

• Naprapatlandslaget: Swedish naprapathy/physiotherapy chain (Vignir Ingi Bjarnason previously worked there). Offers musculoskeletal and orthopedic manual therapy services similar to Atlas's neck/back/sports rehabilitation focus, but operates primarily in Sweden rather than Iceland.
• Greater West Physiotherapy: Australian outpatient physiotherapy practice where Atlas staff member Elísabet Birgisdóttir previously worked. Comparable outpatient musculoskeletal/sports physiotherapy model, but operating in Australia rather than Iceland.
• Fysiken: Swedish physiotherapy and rehabilitation chain with broad outpatient PT services. Comparable business model (multi-therapist outpatient clinics, public reimbursement integration), but geographically focused on Sweden rather than Iceland.

Direct peers

• Sjúkraþjálfun Íslands: Icelandic physiotherapy clinic co-founded by Atlas's founders (Pétur Einar Jónsson and Róbert Magnússon) prior to Atlas. Offers the same outpatient physiotherapy services with Icelandic Health Insurance reimbursement, competing for the same Reykjavík patient base.
• Heilsuborg: Icelandic physiotherapy and rehabilitation provider (Valdimar Halldórsson previously worked there as a group therapist). Competes for the same outpatient physiotherapy demand in the greater Reykjavík area with comparable specialty offerings.
• Endurhæfing Þekkingarsetur: Icelandic rehabilitation knowledge center that employs Atlas staff (e.g., Númi Már Atlason previously). Provides specialized physiotherapy and rehabilitation services in the same Reykjavík market, targeting overlapping sports and orthopedic patient segments.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/atlas-endurh%C3%A6fing

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 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 Atlas Endurhæfing