Institute of Clinical Excellence

What Institute of Clinical Excellence does

Institute of Clinical Excellence (ICE Physio / PT on ICE) is a privately held, founder-owned continuing education company founded in 2012 by Dr. Jeff Moore and headquartered in the United States. It serves licensed physical therapists, physical therapist assistants, occupational therapists, and athletic trainers seeking specialty certifications and clinical skills advancement across orthopedics, dry needling, fitness athlete management, older adult care, pelvic health, and endurance athlete management. ICE delivers 150+ live courses per year across all 50 US states and Canada, plus 8-week synchronous online cohorts and self-study options, with CEU approval in 35+ states via reciprocity plus direct approval in California (CPTAAP-34), New York, and AOTA for Older Adult coursework.

The company's product surface includes 20+ individual courses, six bundled specialty certification tracks (CERT-CMFA, CERT-MMOA, CERT-Endurance, CERT-Ortho, CERT-DNES, CERT-PELVIC) priced at $2,085-$3,000, and supporting infrastructure including the ICE Physio App (with the Ralan AI logistical assistant), the #PTonICE podcast, the Hump Day Hustling weekly newsletter (150,000+ subscribers), the Find an ICE-Trained Clinician geomap directory (1,602+ certified clinicians, 35,000+ annual patient searches), and the Diversity Leadership Program providing 2-year course access.

ICE generates revenue through one-time course registrations ($795-$1,295 per course), higher-priced certification bundles, and a B2B 'Host a Course' channel with both Open Model and Private Model tiers ($9,000-$25,000 flat per booking for clinics, gyms, and hospitals). Distribution is multi-channel: direct-to-consumer registration via website, event-driven on-site hosting, and community-led growth driven by the Find a Clinician directory, social media, podcast, and newsletter. The company reports training 17,000+ clinicians annually with 19 employees and no external institutional capital.

Name

Institute of Clinical Excellence

Legal name

Institute of Clinical Excellence

Website

https://ptonice.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Institute of Clinical Excellence (ICE Physio) is a US-founded, privately held continuing education company that trains 17,000+ physical therapists annually across all 50 states and Canada via 150+ live courses, online cohorts, and six specialty certification tracks, supported by a clinician directory, podcast, and mobile app.

Ownership category

akta.pro rank

Product category

Professional Continuing Education

NAICS

Educational Support Services (611710), Sports and Recreation Instruction (61162), Educational Support Services (61171)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Healthcare Clinical Professions (CME/CE for Nurses, Allied Health, Pharmacy) (EDAAALAC)

akta.pro secondary industries

Fitness & Exercise Training Education (Strength, Cardio, Mobility) (EDAAAHAB), Health, Wellness & Lifestyle Noncredit Programs (EDAAAEAH)

Keywords

• Continuing education courses
• Physical therapy certifications
• Dry needling training
• Manual therapy courses
• Clinical rehabilitation education

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Live Course Registrations: In-person weekend courses (16 contact hours typically) offered across the US and Canada. Priced at $795-$995 per course depending on specialty (e.g., Cervical Spine at $795, Dry Needling at $995). Revenue is transaction-based per attendee.
2. Online Course Registrations: 8-week synchronous online cohort courses with live meetings and homework. Revenue per enrollment. Also includes self-study course options.
3. Host a Course (Private Model): Organizations pay flat rates to host exclusive private courses: $9,000 for 1-15 students, $15,000 for 16-30 students, $11,000 for 2-day Dry Needling private (1-15), $19,000 for 2-day Dry Needling private (16-30). Revenue per course booking rather than per attendee.
4. Certification Programs: Bundled multi-course certification tracks (Fitness Athlete, Older Adult, Endurance Athlete, Orthopedics, Dry Needling, Pelvic) priced at $2,085-$3,000 total depending on track. Includes lifetime access to updates.
5. ICE Branded Apparel: Merchandise sales (shirts, apparel) currently transitioning to in-house sales and shipping model.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

Institute of Clinical Excellence (ICE Physio) sells continuing education courses, multi-course specialty certifications, and digital learning tools to licensed physical therapists, physical therapist assistants, and occupational therapists. Offerings are delivered as live weekend seminars, 8-week synchronous online cohorts, and self-study formats, covering orthopedic manual therapy, dry needling, fitness athlete management, older adult rehabilitation, pelvic health, and endurance athlete care. The company also operates a clinician directory tool and a podcast/newsletter content ecosystem that supports demand generation and patient referrals.

Product overview

Institute of Clinical Excellence (ICE Physio) is a continuing education company for physical therapists and rehabilitation professionals offering a comprehensive platform of courses, certifications, and digital tools. The core offering includes 20+ individual courses spanning orthopedic management (cervical, lumbar, spine thrust manipulation, extremity), dry needling (upper body, lower body, pelvic, advanced), fitness athlete management, older adult care, pelvic health, endurance athlete management, and practice development. ICE Physio provides six specialty certifications: CERT-CMFA (Fitness Athlete), CERT-MMOA (Older Adult), CERT-Endurance, CERT-Ortho, CERT-DNES (Dry Needling), and CERT-PELVIC. Digital products include the ICE Physio App with Ralan AI assistant, the #PTonICE Podcast, and the Hump Day Hustling Newsletter (150,000+ subscribers). The platform supports clinicians through live in-person courses, 8-week online cohorts, self-study options, and a clinician finder tool. Key differentiators include fitness-forward approach, lifetime access to materials, and CEU approvals across most U.S. states.

Differentiator

Problem solved

Functional benefit

Products and services

• Cervical Spine Management Course

Quantifiable outcome

• 17,000+ clinicians trained annually
• +5 more outcomes

Named customers8 records

Segments8 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• CrossFit Mayhem / Mayhem AthletecoreGTM or Marketing PartnerICE Physio partnered with Mayhem Athlete & CrossFit Mayhem to provide clinicians, patients, and athletes with a free month of Everyday Athlete programming. Coupon code 'ICEPT' provides free access to e-books for clinicians (printable for patient use in clinic) and discounted programming for athletes. This partnership aligns ICE Physio's fitness-forward approach with CrossFit Mayhem's athlete development philosophy.
• Jane (Practice Management Software)coreTechnology or IntegrationJane is an all-in-one practice management software partner offering patient-friendly online booking, flexible scheduling, integrated payment processing, customizable charting, and unlimited customer support. ICE Physio provides promotional support with coupon code 'ICEPT2MO' offering a 2-month grace period on new accounts for ICE-trained clinicians.
• iDryNeedleminorGTM or Marketing PartneriDryNeedle is a PT-founded dry needling supply company providing 10% off entire orders (before shipping) for ICE Physio clinicians using coupon code 'ICEDN'. This partnership supports clinicians in obtaining necessary supplies for dry needling courses and practice.
• ICE-Trained Clinician NetworkcoreStrategic or Co-development PartnerThe network of thousands of ICE-trained providers serves as a strategic partner in care delivery. The Find a Clinician geomap enables patient referrals within the network, creating mutual benefit and brand visibility for certified clinicians while providing patients access to qualified fitness-forward physical therapists.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Evidence in Motion (EIM): EIM is an education company that offers PT continuing education, residency/fellowship programs, and certification tracks in orthopedics, sports, and geriatric therapy. Its multi-course certification + CE model and hybrid online/live delivery directly mirror ICE's CERT-Ortho, CERT-CMFA, and CERT-MMOA structures.
• Herman & Wallace Pelvic Rehabilitation Institute: Herman & Wallace is the dominant continuing-education provider in pelvic floor physical therapy, offering live and online pelvic courses and certification tracks. It directly competes with ICE's CERT-PELVIC and Pelvic Live/Online product family for the same licensed-PT audience.
• North American Seminars / Healthclick: North American Seminars (operating as Healthclick) distributes live, in-person continuing-education courses for PTs and OTs on orthopedic and manual-therapy topics. Its live-course distribution model, weekend-format workshops, and licensed-clinician target buyer parallel ICE's live-course engine.
• MedBridge Education: MedBridge is the largest online PT/OT continuing-education and patient-engagement platform, offering subscription-based video CE courses, certifications, and patient education. It competes head-on with ICE Physio for individual PT/OT CE spend, particularly in online and self-study formats, and serves the same licensed-clinician buyer.
• Great Lakes Seminars: Great Lakes Seminars delivers live, in-person PT continuing-education courses across manual therapy and orthopedic topics with a similar weekend-format pricing band to ICE Physio. It is a comparable in-person CE competitor for orthopedic and manual-therapy segments ICE addresses with Lumbar, Cervical, and Extremity Management courses.

Emerging players

• Clinical Athlete: Clinical Athlete is a niche education and clinical-education brand focused on the cross-section of fitness and rehab, mirroring ICE's fitness-athlete positioning. It serves the same CrossFit, powerlifting, and Olympic-lifting clinician audience but at a smaller scale, making it a focused emerging competitor in ICE's most differentiated vertical.

Broad incumbents

• PESI Healthcare (formerly Cross Country Education): PESI is a large healthcare and rehabilitation continuing-education publisher offering live seminars and online CE across multiple disciplines including physical therapy. It is a broader incumbent whose portfolio overlaps ICE's live-course business but does not specialize in the fitness-forward PT niche ICE dominates.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/icephysio
• YouTubeopen.spotify.com/show/08oyZc44Ss5Kj8Q95x5Xpp
• Facebookfacebook.com/icephysio
• LinkedInlinkedin.com/company/institute-of-clinical-excellence
• Instagraminstagram.com/icephysio

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Institute of Clinical Excellence