Forward Natural Medicine

What Forward Natural Medicine does

Forward Natural Medicine is a privately-held functional medicine practice operating two clinic locations in the Madison, Wisconsin metropolitan area (East Madison and Middleton) with approximately five practitioners on staff. The practice is built around a root-cause, systems-biology methodology that investigates underlying drivers of chronic conditions rather than managing symptoms in isolation, combining advanced diagnostic laboratory testing with personalized treatment protocols spanning functional medicine, functional nutrition, physical therapy, massage therapy, acupuncture, dry needling, IV vitamin therapy, MLS laser therapy, peptide therapy, Prolozone/PRP injections, and bioidentical hormone replacement. The integrated multi-modality offering under one roof is operationally distinctive for a clinic of this size.

The company monetizes through professional service fees (insurance-reimbursed clinical visits and cash-pay options), standalone blood-draw and lab testing services with claimed up to 90% cost savings versus hospital-based labs, injection therapy sessions priced at $175-$250, and supplement sales through a Shopify-based online storefront affiliated with LSM Chiropractic. HIPAA-compliant Notice of Privacy Practices is in effect, and Good Faith Estimates are provided to uninsured patients. The go-to-market motion is sales-led and direct-to-consumer, relying on SEO-optimized service pages, condition-specific landing pages, patient testimonials, and online booking, with no enterprise or B2B distribution channels.

The customer base consists entirely of individual consumers in the Madison MSA across multiple horizontal health condition segments, including chronic illness, hormone imbalance, autoimmune disorders, digestive issues, chronic pain, mental health and mood disorders, and preventive wellness. No parent company, venture funding, M&A activity, or geographic expansion beyond the single Wisconsin MSA is evident, and the practice appears to be founder- or practitioner-owned.

Name

Forward Natural Medicine

Legal name

Forward Natural Medicine

Website

https://forwardnaturalmed.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Forward Natural Medicine is a privately-held functional medicine practice operating two clinics in the Madison, Wisconsin metro area, serving individual patients with root-cause diagnostics, advanced lab testing, and an integrated suite of therapeutic services.

Ownership category

akta.pro rank

Product category

Functional Medicine Healthcare Services

NAICS

Offices of Physicians (except Mental Health Specialists) (621111), Outpatient Care Centers (6214), Offices of Physical, Occupational and Speech Therapists, and Audiologists (62134), Ambulatory Health Care Services (621)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011), Services-Specialty Outpatient Facilities, Nec (8093), Services-Medical Laboratories (8071)

akta.pro primary industry

Independent Primary Care Practices (HLAFAGAA)

akta.pro secondary industries

Outpatient Physical Therapy (PT) Clinics (HLADAJAD), Point-of-Care Testing (POCT) & Near-Patient Labs (HLAFAMAI)

Keywords

• Functional medicine services
• Integrative healthcare clinic
• Regenerative injection therapy
• Bioidentical hormone replacement
• Holistic health practice

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Clinical Services: Revenue from functional medicine consultations, physical therapy, massage therapy, acupuncture, and other in-office therapeutic services at two Wisconsin clinic locations
2. Laboratory Testing Services: Blood draw services and functional lab testing including hormone panels, gut health analysis, genetic testing, and specialty panels. Offers transparent cash pricing with claims of up to 90% savings vs hospital labs
3. Supplement Sales: Sale of nutritional supplements and health products through their online store
4. Injection Therapies: Revenue from Prolozone and PRP injection therapies ranging from $175 to $250 per treatment session

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Forward Natural Medicine operates two functional medicine clinics in Madison and Middleton, Wisconsin, delivering root-cause healthcare through advanced diagnostic lab testing, personalized treatment protocols, and an integrated suite of therapeutic services including hormone replacement, IV vitamin therapy, MLS laser therapy, peptide therapy, Prolozone/PRP injections, physical therapy, massage therapy, and acupuncture. The practice also provides in-clinic phlebotomy and functional lab panels at cash prices claimed to be up to 90% below hospital lab costs.

Product overview

Forward Natural Medicine is a functional medicine healthcare practice offering a comprehensive suite of services centered on root-cause healthcare. The core offering is Functional Medicine, supported by specialized therapeutic services including Bio-identical Hormone Replacement, MLS Laser Therapy, Peptide Therapy, Prolozone/PRP Injections, IV Vitamin Therapy, Dry Needling, Physical Therapy, Massage Therapy, and Acupuncture. Diagnostic capabilities include in-clinic Blood Draw Services with access to functional medicine testing panels. The practice treats a wide range of health conditions including autoimmune disorders, thyroid disorders, digestive health issues, chronic fatigue, chronic illness, weight management, hormonal imbalances, heavy metal toxicity, skin disorders, allergies/sensitivities, and mood/anxiety disorders. Two convenient locations in Madison WI and Middleton WI provide integrated, personalized wellness care.

Differentiator

Problem solved

Functional benefit

Products and services

• Functional Medicine A root-cause healthcare service that investigates underlying imbalances in nutrition, lifestyle, genetics, and environment to address chronic conditions rather than managing symptoms; delivered to individual patients at Forward Natural Medicine's Wisconsin clinics.
• Functional Nutrition Personalized nutritional therapy using whole foods, elimination diets, and food-as-medicine approaches to address gut health, inflammation, and metabolic imbalances for individual patients.
• Preventative Healthcare Proactive health management service for health-conscious individuals, using advanced lab testing, genetic insights, and personalized protocols to reduce disease risk and optimize wellness before symptoms develop.
• Bio-identical Hormone Replacement Hormone therapy using structurally identical (bioidentical) hormones to address estrogen dominance, thyroid dysfunction, adrenal fatigue, low testosterone, and insulin resistance in individual patients.
• Dry Needling Targeted needle therapy to release muscle tension, reduce pain, and address trigger points in musculoskeletal conditions for individual patients.
• IV Vitamin Therapy Intravenous nutrient delivery providing high-dose vitamins, minerals, and antioxidants directly into the bloodstream for enhanced absorption and therapeutic benefit for individual patients.
• MLS Laser Therapy FDA-approved Multiwave Locked System Laser Therapy using specific light wavelengths to reduce pain and inflammation and accelerate tissue healing for musculoskeletal conditions in individual patients.
• Peptide Therapy Amino acid-based protocols delivered via injections, topical creams, or oral formulas to support immune function, muscle recovery, anti-aging, hormone balance, and metabolic optimization for individual patients.
• Prolozone/PRP Injections Regenerative injection therapies combining ozone, vitamins, minerals, and platelet-rich plasma from the patient's own blood to promote tissue healing and joint repair; priced at $175–$250 per session.
• Blood Draw Services In-clinic phlebotomy services offering functional medicine testing including hormone panels, gut health analysis, nutritional deficiency testing, genetic testing, toxin screening, and food sensitivity testing; available to both active patients and non-patients at transparent cash prices.
• Physical Therapy Rehabilitation services including orthopedic therapy, sports rehabilitation, post-surgical recovery, chronic pain management, balance training, and neurological rehabilitation for individual patients.
• Massage Therapy Multiple massage modalities including Swedish, deep tissue, sports, trigger point, myofascial release, reflexology, prenatal, cupping, and aromatherapy for individual patients.
• Acupuncture Traditional Chinese medicine practice using thin sterile needles at specific body points to restore balance, alleviate pain, reduce stress, and promote physical and emotional well-being for individual patients.

Quantifiable outcome

• Up to 90% cost savings on lab tests compared to hospital-based labs
• +1 more outcomes

Segments8 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Cleveland Clinic Center for Functional Medicine: Established academic medical center's functional medicine program offering root-cause, integrative care within a large health system — broader incumbent competing for the same functional medicine patient demand that Forward Natural Medicine serves.
• Forward: Tech-enabled preventive primary care membership practice offering advanced diagnostics, personalized health plans, and integrated clinical services — broader incumbent operating a scaled, tech-forward version of Forward Natural Medicine's root-cause primary care model.

Direct peers

• Parsley Health: Tech-enabled functional medicine practice offering root-cause, integrative primary care with advanced lab testing and personalized protocols — same core value proposition as Forward Natural Medicine but operating nationally via telehealth and in-person hubs.
• SteadyMD: Telehealth primary care practice with a functional/integrative medicine track, pairing patients with personalized providers for chronic condition management — competes for the same root-cause primary care patient as Forward Natural Medicine via a virtual delivery model.
• Hone Health: Direct-to-consumer hormone optimization and men's health clinic offering lab testing, bioidentical hormone therapy, and peptide protocols — overlaps significantly with Forward Natural Medicine's hormone and peptide therapy service lines.
• MenoLabs: Direct-to-consumer women's hormone and menopause care brand offering lab testing, supplements, and clinician-guided hormone protocols — comparable patient segment and functional-medicine-aligned diagnostic approach.
• Wild Health: Functional medicine and longevity clinic network providing advanced diagnostics, hormone optimization, peptide therapy, and regenerative protocols — directly comparable modality mix and target patient profile to Forward Natural Medicine.
• Evernow: Telehealth women's health clinic focused on perimenopause, menopause, and hormone replacement therapy — directly comparable to Forward Natural Medicine's bioidentical hormone replacement and women's hormone services.
• The UltraWellness Center: Functional medicine clinic founded by Dr. Mark Hyman offering root-cause evaluation, advanced lab testing, and integrative treatment plans for chronic conditions — a flagship functional medicine practice with the same care philosophy as Forward Natural Medicine.

Others

• LSM Chiropractic: Affiliated chiropractic practice linked to Forward Natural Medicine via shared branding and an online supplement store — adjacent provider rather than a direct competitor, but signals a partnership/affiliation ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/forward-natural-medicine

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Forward Natural Medicine