Not Just Bendy Hypermobility Services

What Not Just Bendy Hypermobility Services does

Not Just Bendy Hypermobility Services is a specialist physiotherapy practice headquartered in Eight Mile Plains, Brisbane, Queensland, founded by Sharon Hennessey in 2019/2020. The clinic operates a single purpose-built facility in Brisbane and offers telehealth consultations to Australian residents nationwide. It exclusively serves individuals with Hypermobility Spectrum Disorders (HSD), hypermobile Ehlers-Danlos Syndrome (hEDS), and commonly co-occurring conditions such as POTS and MCAS, and extends service lines to dancers, recreational athletes, and working adults with hypermobility. The practice is the only Brisbane recipient of the Ehlers-Danlos Society Centre and Network of Excellence Award and has won Allied Health Awards (Physiotherapist of the Year 2024, Adult Allied Health Team of the Year 2024).

The service offering comprises individual physiotherapy consultations (75-minute initial assessments, 60-minute second appointments, 30–60-minute ongoing sessions), Clinical Pilates and group exercise classes in an onsite rehabilitation gym, specialised pre-hab screening, and dance/recreational sport conditioning. Underlying technology is conventional clinical SaaS: real-time ultrasound for muscle recruitment, dry needling, electrical muscle stimulation, and video movement assessment, supported by the Physitrack-based PhysiApp client application with over 200 NJB-specific exercises, the HotDoc booking platform, Zoom for telehealth, and OnForm for movement video. The associated Hypermobility Project is a clinician education platform offering masterclasses and clinical resources. The clinic has co-authored an international expert consensus paper on cervical instability in hypermobility (Frontiers in Medicine, 2023).

The business model is professional services physiology, funded through NDIS plan-managed and self-managed participants, private fee-paying clients, private health insurance rebates, and NDIS report writing (capacity building — improved daily living). GTM is sales-led and referral-driven, sourced from rheumatologists, geneticists, cardiologists, GPs, sports physicians, pain specialists, NDIS participants, patient advocacy groups, and organic digital discovery. The company is founder-owned (Not Just Bendy Pty Ltd), has no external investors or parent company, and reports a 12-person team of approximately 10 clinicians.

Name

Not Just Bendy Hypermobility Services

Legal name

Not Just Bendy Pty Ltd

Website

https://notjustbendy.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Not Just Bendy Hypermobility Services is a Brisbane-based specialist physiotherapy practice dedicated 100% to hypermobility spectrum disorders, hEDS, POTS, and MCAS, serving individuals, dancers, and athletes through in-clinic care, telehealth across Australia, and NDIS-funded services.

Ownership category

akta.pro rank

Product category

Specialist Hypermobility Physiotherapy

NAICS

Offices of Physical, Occupational and Speech Therapists, and Audiologists (621340), Offices of Other Health Practitioners (6213)

SIC

Services-Health Services (8000), Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Balance, Fall Prevention & Gait Training In-Home (HSABADAH)

akta.pro secondary industry

Adaptive & Special Needs Personal Training (HSADAAAL)

Keywords

• Hypermobility physiotherapy
• Ehlers-danlos treatment
• Joint instability care
• Clinical pilates services
• Telehealth physiotherapy

Headquarters

HQ city

Eight Mile Plains

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. Physiotherapy Consultations: Face-to-face and telehealth physiotherapy sessions for individuals with hypermobility, HSD, and Ehlers-Danlos Syndrome. Initial assessments (75 minutes), second appointments (60 minutes), and ongoing sessions (30-60 minutes).
2. NDIS Funding: Services funded through NDIS for eligible participants including plan-managed and self-managed participants. Report writing services billed under capacity building - improved daily living.
3. Exercise Classes: Group-based exercise and Clinical Pilates classes designed for hypermobility clients.
4. Supporting Evidence/Reports: NDIS Plan Review Reports, Change of Circumstance Reports, Eligibility Reassessment Reports, and Assistive Technology Letters for established clients.
5. Private/Insured Consultations: Private paying clients and those with private health insurance rebates.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Not Just Bendy is a specialist physiotherapy practice delivering evidence-informed assessment, manual therapy, exercise prescription, and ongoing management for individuals with Hypermobility Spectrum Disorders (HSD), Hypermobile Ehlers-Danlos Syndrome (hEDS), and co-occurring conditions such as POTS and MCAS. Services are delivered face-to-face at a custom-built Brisbane clinic and via Australia-wide telehealth, complemented by Clinical Pilates, group exercise classes, NDIS-funded services, specialised programs for dancers, working adults, and recreational athletes, and a free PhysiApp home exercise platform with 200+ NJB-specific exercises. The Hypermobility Project offers clinical education courses for health professionals.

Product overview

Not Just Bendy Hypermobility Services is a specialized physiotherapy practice offering a comprehensive suite of hypermobility-focused healthcare services. The core offering includes individual physiotherapy consultations, Clinical Pilates with an onsite gym, group exercise classes, and telehealth for remote clients. These are complemented by specialized services for working adults, recreational athletes, dancers, and pre-hab screening. The practice also provides a digital client tool (PhysiApp) for home exercise programs and is associated with The Hypermobility Project, an education platform for clinicians.

Differentiator

Problem solved

Functional benefit

Products and services

• Hypermobility Physiotherapy Services Specialist physiotherapy assessment, manual therapy, exercise prescription, and ongoing management for Hypermobility Spectrum Disorders (HSD), Hypermobile Ehlers-Danlos Syndrome (hEDS), and co-occurring conditions including POTS and MCAS. Includes initial 75-minute assessments, 60-minute second appointments, and 30–60-minute ongoing sessions, with personalised joint stability and strength programs and pain management strategies.
• Clinical Pilates & Strength Training Onsite Pilates gym offering individual and small group supervised sessions, including reformer Pilates, matwork, and modified strength training tailored for hypermobile individuals. Delivered at the custom-built Brisbane facility.
• Group Exercise Classes Group exercise classes designed specifically for individuals with hypermobility and EDS, focusing on strength, stability, and safe movement patterns. Delivered in small supervised groups at the Brisbane facility.
• Telehealth Physiotherapy Consultations Online physiotherapy consultations via Zoom for Australian residents nationwide, providing access to specialist hypermobility care regardless of location, with home exercise programs delivered via the PhysiApp platform.
• Pre-hab Screening & Prevention Early identification of musculoskeletal issues through comprehensive assessments to prevent further complications in hypermobile individuals, supporting proactive injury avoidance and joint protection strategies.
• Hypermobility Support for Working Adults Specialised physiotherapy support for working professionals managing hypermobility symptoms in workplace settings, addressing pain, fatigue, and joint issues that interfere with professional activity and endurance.
• Recreational Sports & Hypermobility Program Injury prevention, performance enhancement, and rehabilitation programs for hypermobile athletes and recreational sports enthusiasts, with conditioning that accounts for hypermobile biomechanics.
• Dance Conditioning & Rehabilitation Specialised conditioning and rehabilitation programs for hypermobile dancers, including pre-professional, full-time dance students, and recreational dancers, delivered by clinicians with expertise in dance medicine and hypermobility research.
• The Hypermobility Project Education Platform Clinical education platform for health professionals offering courses including the Diagnosing Hypermobility Masterclass and Managing Co-occurring Conditions Masterclass, plus a free Red Flags Checklist, designed to help clinicians recognise, manage, and treat people with hypermobility, EDS, and HSD.

Quantifiable outcome

• Average time to diagnosis in Australia is 10-15 years; clinic aims to reduce diagnostic delay through education and awareness
• +1 more outcomes

Named customers4 records

Segments1 record

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature2 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• The Ehlers-Danlos SocietycoreStrategic or Co-development PartnerDesignated as EDS Society Centre and Network of Excellence Award recipient; participates in EDS ECHO educational programs; presents at Global Learning Conferences; active member of the international EDS community.
• Australian Physiotherapy Association (APA)coreStrategic or Co-development PartnerSharon Hennessey delivers lectures and presentations to APA members; team participates in APA conferences and professional development.
• Exercise and Sports Science AssociationminorStrategic or Co-development PartnerAffiliation with exercise physiology professional body for integrated care.
• Hypermobilityconnect.com / Hypermobility Advocacy GroupcoreStrategic or Co-development PartnerSharon Hennessey presents educational webinars for the group; collaborative effort to increase hypermobility disorder awareness within physiotherapy profession.
• Medical Specialist Referral NetworkcoreChannel Partner/ Reseller/ DistributorReceives referrals from Rheumatologists, Geneticists, Cardiologists, GPs, Sports Physicians, and Pain Specialists who recognise hypermobility needs assessment.
• POTS Foundation AustraliaminorStrategic or Co-development PartnerClinic provides care for POTS patients; professionals listed in POTS Foundation clinician directory.
• Physitrack / PhysiAppcoreTechnology or IntegrationTechnology platform used for home exercise prescription with over 200 NJB-specific exercises; accessible via mobile and web app.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Back In Motion: Australia's largest physiotherapy franchise network with hundreds of clinics nationally. Offers overlapping musculoskeletal and rehabilitation services with strong insurer relationships, but does not specialize in hypermobility.
• Lifecare Physiotherapy: National physiotherapy brand under Healthia with clinics across Australia delivering musculoskeletal, sports, and NDIS-funded services. Comparable in offering NDIS billing and rehabilitation, though without hyperm specialization.
• Healthia Limited: ASX-listed allied health platform owning multiple physiotherapy and podiatry brands (including Lifecare and Back In Motion). Competes for the same NDIS and private-pay physiotherapy spend at scale, providing a benchmark for multi-site physiotherapy group economics.

Emerging players

• The Hypermobility Unit (UK): UK-based specialist physiotherapy service for symptomatic hypermobility and EDS. Closest international peer in clinical scope and patient population, though operating in a different geography.
• London Hypermobility Clinic: UK specialist clinic focused on EDS and hypermobility syndromes with multidisciplinary care. Comparable as an EDS/HSD-dedicated clinical practice, though serving a UK patient base.

Others

• POTS Foundation Australia: Australian patient advocacy and clinician directory for Postural Orthostatic Tachycardia Syndrome. Not a commercial peer but a strategic ecosystem partner — Not Just Bendy clinicians are listed in its directory, and Sharon Hennessey delivers educational content for the foundation.

Direct peers

• PhysioTec: Brisbane-based musculoskeletal physiotherapy practice where founder Sharon Hennessey previously specialized in hypermobility for a decade before launching Not Just Bendy. Direct peer operating in the same Brisbane catchment with overlapping service lines and clinician talent pool.
• Sports Focus Physiotherapy: Multi-site physiotherapy practice combining musculoskeletal care, Clinical Pilates, and sports rehabilitation. Comparable service mix (physio + Clinical Pilates + small-group classes) and similar mid-market patient base.
• Bounce Health Group: Multi-clinic allied health group in Victoria offering physiotherapy, Clinical Pilates, and rehabilitation services. Comparable in offering Pilates-integrated physiotherapy with NDIS exposure, though broader in scope than hypermobility.
• Movement 101 Physiotherapy: Sydney-based specialist physiotherapy clinic offering tailored musculoskeletal and rehabilitation services with Pilates integration. Comparable as a mid-sized specialist practice competing for self-pay and private health insurance patients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Notjustbendy
• LinkedInlinkedin.com/company/not-just-bendy-hypermobility-services
• Instagraminstagram.com/notjustbendyhypermobility

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Not Just Bendy Hypermobility Services