Complete Chiropractic Centre

What Complete Chiropractic Centre does

Complete Chiropractic Centre is a privately held, family-owned chiropractic clinic located in Coburg, Melbourne (95 Gaffney St, VIC 3058), established circa 2004 and operated continuously for over 20 years under the same ownership. The practice is staffed by two chiropractors — Dr Serena Henry (R.N., B.App.Sc(Chiro), 20+ years' experience) and Dr Bruce Jerrett (B.App.Sc(Chiro), B.Sc(Hons), LLB, Grad.Dip(LP), 25+ years' experience) — both of whom also hold academic and medico-legal roles at RMIT University and government panels. Services span hands-on individualized treatment of spinal, limb, joint, and soft-tissue conditions, employing a broad manual-therapy toolkit (manual adjustment, drop-piece, activator, myofascial release, ultrasound, vibro, exercise rehabilitation, and lifestyle advice), with selective use of x-ray imaging referred to a partner bulk-billing radiology clinic. Both practitioners maintain published, evidence-based credentials and ongoing professional education through Chiropractic Australia.

Revenue is generated on a fee-for-service basis through a single physical clinic. Pricing is published: AUD $85 for initial and long consultations and AUD $65 for standard return consultations, with concession pricing available for pensioners, healthcare card holders, and full-time students. Payment is accepted via cash, EFTPOS, or HICAPS direct claiming for all major health funds, with the clinic operating as a Members Choice provider for Medibank Private and a Members First provider for Bupa — a structural channel advantage that maximizes rebates for insured patients. The clinic additionally accepts TAC, Worksafe, Veteran Affairs, and Medicare EPC referrals, broadening the addressable patient base beyond purely self-pay consumers.

The go-to-market model is direct-to-consumer: the practice markets via its Squarespace website (completechiropracticcentre.com.au) and an Instagram presence (@completechiropracticcoburg), captures demand through online booking (Cliniko) and inbound phone enquiries, and acquires insured patients passively through preferred-provider listings with Medibank Private and Bupa. Operating hours span Monday to Friday, 8am to 6pm with extended appointment slots. The clinic is a single-location, single-jurisdiction (Victoria, Australia) operator with no subsidiaries, no disclosed parent, no external institutional shareholders, and no funding history — it is, in short, a mature independent professional practice whose competitive position rests on practitioner credentials, preferred-provider status, and long-tenured patient relationships rather than technology, scale, or capital structure.

Name

Complete Chiropractic Centre

Legal name

Complete Chiropractic Centre

Website

https://completechiropracticcentre.com.au

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

Complete Chiropractic Centre is a family-owned chiropractic clinic in Coburg, Melbourne, founded circa 2004 and operated by two experienced practitioners (Dr Serena Henry and Dr Bruce Jerrett), delivering individualized hands-on musculoskeletal care to private, TAC, Worksafe, Veteran Affairs, and Medicare EPC patients on a fee-for-service basis.

Ownership category

akta.pro rank

Product category

Chiropractic and musculoskeletal therapy services

NAICS

Offices of Chiropractors (62131)

SIC

Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

General Chiropractic Care (HSADALAA)

akta.pro secondary industry

Chiropractic Rehabilitation & Therapeutic Exercise (HSADALAG)

Keywords

• Chiropractic care services
• Manual therapy treatments
• Musculoskeletal rehabilitation
• Soft tissue therapy
• Spinal adjustment services

Headquarters

HQ city

Coburg - Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Patient Consultations: Fee-for-service consultations including initial, standard, and long consultations. Patients pay privately with cash or EFTPOS, or claim through private health insurance via HICAPS terminal.
2. Private Health Insurance Rebates: As Members Choice providers for Medibank Private and Members First providers for Bupa, patients can directly access their maximum rebate through HICAPS and only pay the gap on the day.
3. Government Funded Care: Bulk billing radiology for x-rays under Medicare. Accepts TAC, Worksafe, Veteran Affairs patients. Referrals required for Medicare and Veteran Affairs only.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Complete Chiropractic Centre provides fee-for-service chiropractic consultations and hands-on manual therapy at a single Coburg, Melbourne clinic, delivered by two senior practitioners. Treatment encompasses diagnosis of spine, joint, limb, jaw, and soft tissue conditions, paired with a diverse range of safe techniques including manual adjustment, drop-piece, activator, myofascial release, massage, heat packs, vibro, anti-inflammatory ultrasound, and prescribed rehabilitation/core-stabilization exercises. Payment is collected per visit in cash or EFTPOS, with on-the-spot private health insurance rebates processed via HICAPS and selected services bulk-billed or funded through TAC, Worksafe, DVA, and Medicare EPC schemes.

Product overview

Complete Chiropractic Centre is a single-location, service-based healthcare practice offering individualized chiropractic care. The practice provides a comprehensive suite of therapeutic treatments including manual adjustments, soft tissue massage, anti-inflammatory ultrasound, and core rehabilitation. Services are delivered through two primary practitioners (Dr Serena Henry and Dr Bruce Jerrett) with no modular or platform-based product architecture — all offerings are delivered directly as in-person clinical services at the clinic location.

Differentiator

Problem solved

Functional benefit

Products and services

• Initial Consultation (history, examination and treatment) A first-visit chiropractic consultation including thorough history-taking, physical examination, diagnosis discussion, and initial treatment, available to private patients without referral and to TAC, Worksafe, DVA, and Medicare EPC patients as applicable.
• Standard Consultation (return visit) A follow-up chiropractic consultation for returning patients, delivered in-clinic with hands-on treatment as clinically indicated, available to private, TAC, Worksafe, DVA, and Medicare EPC patients as applicable.
• Long Consultation An extended chiropractic consultation for patients requiring additional time for assessment or treatment, delivered by the clinic's chiropractors at the Coburg location.
• Concession-Priced Chiropractic Consultation Discounted fee-per-visit chiropractic consultations offered to pensioners, healthcare card holders, school students, and full-time tertiary students at the Coburg clinic.

Quantifiable outcome

• Maximum health insurance rebates for Medibank Private and Bupa members through preferred provider status

Named customers2 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Medibank PrivatecoreChannel Partner/ Reseller/ DistributorMembers Choice providers - patients with Medibank Private insurance receive maximum possible rebate for chiropractic services at the clinic. Direct HICAPS claiming available.
• BupacoreChannel Partner/ Reseller/ DistributorMembers First providers - patients with Bupa insurance receive maximum possible rebate for chiropractic services at the clinic. Direct HICAPS claiming available.
• RMIT UniversitycoreStrategic or Co-development PartnerBoth practitioners work as chiropractic clinical teachers/lecturers instructing 4th and 5th year students, and as examiners. The clinic serves as a teaching facility for RMIT chiropractic students.
• LexMedicusminorChannel Partner/ Reseller/ DistributorDr Bruce Jerrett works as a chiropractic consultant with LexMedicus.
• Victorian Government Medical PanelsminorStrategic or Co-development PartnerDr Serena Henry holds a position on Victorian Government Medical Panels.

Scale indicators2 records

Recent moves4 records

Broad incumbents

• Back In Motion Health Group: Australia's largest physiotherapy and chiropractic franchise network with 100+ locations. Comparable as a multi-site musculoskeletal care provider serving similar patient conditions via insurance partnerships, but operates at vastly greater scale and with a corporate/management infrastructure absent from Complete Chiropractic Centre.

Direct peers

• Chiropractors of Melbourne: Melbourne-based group of independent chiropractic clinics. Comparable as a similarly-positioned suburban chiropractic practice offering manual therapy, rehabilitation, and insurer-rebate-accepting services to a comparable patient demographic.
• Melbourne Chiropractic Centre: Inner-Melbourne chiropractic practice offering manual adjustment, soft tissue therapy, and rehabilitation for similar patient conditions. Comparable in clinical scope, patient demographic, and metropolitan-Melbourne catchment.
• Align Chiropractic: Independent Melbourne chiropractic clinic offering manual adjustment and soft-tissue treatment for similar musculoskeletal complaints. Comparable clinical offering, similar private-pay + insurance revenue mix, similar metropolitan-Melbourne catchment.
• Wellbeing Chiropractic: Australian chiropractic clinic group operating multiple sites in Melbourne. Directly comparable as a chiropractic practice targeting similar musculoskeletal conditions, accepting private health insurance, and serving local suburban catchments in Victoria.

Others

• Myotherapy & Chiropractic Australia: Chiropractic professional body and clinical-resource network. Adjacent ecosystem participant rather than direct competitor, but relevant because Complete Chiropractic Centre's practitioners are members and benefit from referral pipelines through this network.

Regional players

• Northern Spinal & Sports Injury Centre: Northern-suburbs Melbourne allied-health clinic offering chiropractic and sports-injury services. Closely comparable geographically (similar Coburg/northern-Melbourne catchment) and in clinical scope, with overlapping insurer relationships.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Instagraminstagram.com/completechiropracticcoburg
• LinkedInlinkedin.com/company/complete-chiropractic-centre

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Complete Chiropractic Centre