Well Aligned
Well Aligned is a family-owned e-commerce business that designs and sells chiropractic patient education materials (posters, handouts, folders, intake forms, banners) and premium statement apparel under its AboveDown sub-brand, serving individual chiropractors and small practices across North America via direct-to-consumer online ordering.
- Company typePrivate
- Founded-
- HeadquartersBoulder, United States
- Headcount1–10
- GTM typeB2B
- OfferingHardware or Manufacturing
What Well Aligned does
Well Aligned is a privately held, family-owned e-commerce business founded by brothers Dr. Tony Ebel and Bret Ebel, currently operated by Bret Ebel from Boulder, Colorado. The company designs and sells modern patient education and marketing materials for chiropractic practices, with a catalog spanning posters, handouts, folders (Report of Findings, Progress Exam, Wellness Care, Pregnancy), office intake forms (English and Spanish), retractable banners, pediatric stickers, gift cards, and a small digital product line (Digital Forms Bundle, Social Media Pro Pack, Reception Pro Video). Products are sold primarily in packs via direct-to-consumer self-serve e-commerce at unit prices ranging from $9.99 to $349.99, with free shipping on US print orders over $150 and custom email quotes for international orders to Canada and Mexico.
The product portfolio is anchored by two homegrown brands — Well Aligned (education/marketing materials) and AboveDown (premium chiropractic-themed apparel including tees, hoodies, hats, and kids apparel) — and augmented by partner-branded product lines including INSiGHT Media (a co-developed line with Chiropractic Leadership Alliance for CLA scanning technology users) and The Perfect Storm branded materials. The company has three registered trademarks and 174+ active SKUs. Technology is minimal: there is no proprietary platform; the business is built on a standard WooCommerce/WordPress-style storefront with Cloudflare SSL and operates fulfillment from two US locations (Boulder for apparel, Chicago for print products).
Revenue mechanics are predominantly one-time transactions on physical goods with a 2% cash-back loyalty program (Chiro Cash) layered on top to drive repeat purchases and referrals. The go-to-market is product-led growth through the wellaligned.com storefront, with marketing reach driven by Instagram, email, and practitioner testimonials. The business is bootstrapped with no disclosed external funding, no enterprise customer relationships, and a customer base consisting of individual chiropractors and small practices across North America.
Well Aligned firmographics
Firmographics- Name
- Well Aligned
- Legal name
- Well Aligned
- Website
- https://wellaligned.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Well Aligned is a family-owned e-commerce business that designs and sells chiropractic patient education materials (posters, handouts, folders, intake forms, banners) and premium statement apparel under its AboveDown sub-brand, serving individual chiropractors and small practices across North America via direct-to-consumer online ordering.
- Ownership category
- akta.pro rank
Well Aligned industry classification
Industry- Product category
- Chiropractic Patient Education Materials
- NAICS
- Health and Personal Care Retailers (456), Office Supplies, Stationery, and Gift Retailers (4594)
- SIC
- Retail-Apparel & Accessory Stores (5600), Paperboard Containers & Boxes (2650)
- akta.pro primary industry
- General Chiropractic Care (HSADALAA)
- akta.pro secondary industries
- Pediatric & Family Chiropractic (HSADALAC), Chiropractic Rehabilitation & Therapeutic Exercise (HSADALAG)
Keywords
Where Well Aligned is headquartered
LocationHeadquarters
- HQ city
- Boulder
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Well Aligned business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Others
Revenue model
- Physical Print Products: Sale of printed materials including posters, handouts, folders, office forms, stickers, and banners. Products sold in packs (typically 50-100 units). One-time purchase model with recurring reorder potential.
- Digital Products: Sale of digital intake forms, social media marketing tools, and reception videos. Includes digital forms bundles and individual form products. One-time purchase with customization available.
- Apparel Sales: Sale of AboveDown branded apparel including t-shirts, hoodies, hats, and beanies. Sustainably sourced and hand-printed. AboveDown is a separate brand focused on statement apparel for chiropractors.
- Loyalty Program (Chiro Cash): Points-based loyalty program offering 2% cash back on purchases. Points earned per dollar spent, redeemable for future discounts. Generates repeat purchases and customer retention.
- Gift Cards: Digital and physical gift cards available in denominations from $25 to $500 for Well Aligned and AboveDown products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Posters - Educational and inspirational designs |
| Unit Pricing | Pay-as-you-go | Handouts - Patient education materials |
| Unit Pricing | Pay-as-you-go | Folders - Report of Findings and event folders |
| Unit Pricing | Pay-as-you-go | Office Forms - Intake and progress exam forms |
| Unit Pricing | Pay-as-you-go | Stickers - Kids reward stickers |
| Unit Pricing | Pay-as-you-go | Retractable Banners |
| Unit Pricing | Pay-as-you-go | Apparel - T-shirts, hoodies, hats |
| Unit Pricing | Pay-as-you-go | Digital Forms - Electronic intake and forms |
| Unit Pricing | Pay-as-you-go | Gift Cards |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Well Aligned product offering
Product offeringCore offering
Well Aligned designs, produces, and sells printed and digital patient education and marketing materials for chiropractic practices, including educational posters, patient handouts, Report of Findings folders, office intake and progress exam forms, pediatric reward stickers, and retractable banners. The company also sells digital products (intake form bundles, social media content packs, waiting-room videos) and operates the AboveDown apparel sub-brand offering chiropractic-themed t-shirts, hoodies, hats, and beanies.
Product overview
Well Aligned is a family-owned company creating chiropractic patient education and marketing tools, operated by co-founder Bret Ebel from Boulder, Colorado. The product portfolio spans two core categories: Well Aligned branded patient education materials including posters (educational and inspirational), handouts, folders (Report of Findings, Progress Exam, Wellness Care, Pregnancy, Perfect Storm Event), office forms (Adult Intake, Pediatric Intake, Pregnancy Intake, Progress Exam, Review of Systems) in English and Spanish, stickers, retractable banners, and digital tools (Digital Forms Bundle, Social Media Pro Pack, Reception Pro Video). The company also distributes partner brands INSiGHT Media (CLA scanning technology branded products) and The Perfect Storm (event materials). AboveDown, a separate apparel brand under the same ownership, offers premium t-shirts, hoodies, crews, hats, beanies, and kids apparel with chiropractic-themed messaging. Products are designed for practice growth, patient education, and practitioner self-expression, with recent expansions into Modern and Organic design styles.
Differentiator
Problem solved
Functional benefit
Brands
- AboveDown Apparel: A principled lineup of ridiculously soft, sustainably sourced apparel tees designed to help #ChirosOutLoud spark new conversations throughout their communities.
- INSiGHT Media
- The Perfect Storm
Products and services
- Chiropractic Posters Educational and inspirational posters (e.g., Neuro Fuse, Balance is Key, Gas vs Brake, Chiro Kids, Pregnancy) in 18x24 and 24x36 inch sizes; available individually or in poster packs. Designed to communicate chiropractic concepts to patients in adjusting rooms and reception areas.
- Patient Education Handouts Printed handouts (Neuro Fuse, Balance, Gas Brake, Pregnancy, Recharge, Chiro Kids, Wellness Care) sold in 100-packs for distribution to patients during consultations and reports of findings; select Spanish versions available.
- Report of Findings Folders Branded folders (Balance, Gas Brake, Progress Exam, Wellness Care, Pregnancy, INSiGHT, Perfect Storm Event) designed to streamline report-of-findings presentations with customizable care plan space on the back; sold in 50-packs.
- Office Forms (Intake and Exam) Printed intake and progress exam forms for adult, pediatric, and pregnancy patients including Adult Intake, Pediatric Intake, Pregnancy Intake, Progress Exam, and Review of Systems; available individually or as Forms Starter Packs in English and Spanish.
- Pediatric Reward Stickers Themed pediatric reward stickers (Chiro Princess, Core Chiro Kids, Chiro Machines, Chiro Cuties, Chiro Creatures, Chiro Sea Life, Chiro Youth, Chiro Friends, Chiro Adventures) sold in rolls of 250 with five rotating designs for post-adjustment child rewards.
- Retractable Banners Premium retractable banners (Neuro Fuse Blue/White, Feeling vs Function, CLA Screening, Kids No. 1–5, Pregnancy No. 1–2) for community events, health fairs, and screening events; includes customization and free US/Canada shipping.
- Digital Forms Bundle Digital versions of intake and exam forms (Adult, Pediatric, Pregnancy, Progress Exam, Review of Systems) for electronic practice management systems; available as full bundles (English $249.99, Spanish $199.99) or individual forms at $99.99 each.
- Social Media Pro Pack Digital marketing content package providing ready-made social media assets designed to grow chiropractic practice online presence.
- Reception Pro Video
Companies that use Well Aligned
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles3 records
Well Aligned technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Well Aligned partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- AboveDowncoreAboveDown is a sister brand to Well Aligned, also small and family-owned. It offers premium chiropractic-themed apparel including t-shirts, hoodies, and hats. The brand focuses on 'ridiculously soft, sustainably sourced' products designed to help #ChirosOutLoud spark new conversations. Well Aligned sells AboveDown products through their platform, and AboveDown ships separately from Boulder, CO.
- CLA (Chiropractic Leadership Alliance)corePartnership with CLA to create INSiGHT Media branded products specifically designed for chiropractors using INSiGHT scanning technology. Patient education materials were written by Dr. David Fletcher of CLA and designed with consistent branding by Well Aligned. These are the only official patient education products for #chirosofCLA.
- The Perfect StormminorThe Perfect Storm is a branded product line focused on wellness and practice growth concepts. Well Aligned offers Perfect Storm branded folders, handouts, and posters as part of their product catalog.
Scale indicators3 records
Recent moves4 records
Expansion highlights5 records
Well Aligned competitors and assessment
Company assessmentDirect peers
- Biofreeze: Biofreeze is a topical analgesic brand built around chiropractor and physical therapist distribution. Its practitioner-led sampling, reorder dynamics, and channel dependency on chiropractic offices make it a structurally comparable peer in how products reach patients through the practice.
- Standard Process: Standard Process sells whole-food nutritional supplements exclusively through healthcare practitioners, with chiropractors as a primary channel. Its practitioner-only distribution model and product-attach strategy to chiro visits mirror Well Aligned's model of selling patient-facing tools directly to practices.
- Foot Levelers: Foot Levelers manufactures custom orthotics and supportive footwear that chiropractors dispense to patients. Like Well Aligned, it sells chiropractor-exclusive products through a direct B2B channel and relies on the practitioner as the distribution point, making it a close comparator in go-to-market model and customer base.
- RockTape: RockTape sells kinesiology tape and recovery products heavily through chiropractic, physical therapy, and sports medicine channels. Its practitioner-exclusive distribution and brand-building via clinical education parallel Well Aligned's positioning in the chiro channel.
- Erchonia Corporation: Erchonia manufactures low-level laser therapy equipment sold primarily to chiropractors. Like Well Aligned, it designs niche products for the chiropractic channel and depends on practitioner adoption for revenue, making it a relevant peer in category-specific practitioner commerce.
- Core Products International: Core Products makes chiropractic pillows, braces, and supports sold through practitioners. Its product line serves similar in-office patient needs (posture, support, patient comfort) and shares Well Aligned's chiro-channel distribution model.
Broad incumbents
- ChiroTouch: ChiroTouch is the leading chiropractic EHR and practice management software platform, providing digital intake forms and patient documentation that competes directly with Well Aligned's printed and digital forms. It is a broader incumbent whose digital suite threatens the printed-forms leg of Well Aligned's product line.
- TheraBand (Performance Health): TheraBand / Performance Health manufactures rehabilitation and recovery products sold across physical therapy and chiropractic channels. As a broader incumbent in practice-distributed wellness products, it overlaps with Well Aligned's market where pediatric and rehabilitation education meets practice merchandising.
Emerging players
- Solutionreach: Solutionreach provides patient engagement, recall, and practice marketing software widely used by chiropractors. Its digital marketing and patient communication capabilities overlap with Well Aligned's Social Media Pro Pack and Reception Pro Video, positioning it as a partial substitute in the practice-marketing category.
- ClinicDriven (formerly ClinicAce): ClinicDriven is a chiropractic-specific practice consulting and marketing service company. It competes in adjacent areas like practice growth, patient communication design, and report-of-findings frameworks where Well Aligned's folders and handouts are also deployed.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Well Aligned social profiles
Digital presenceWell Aligned financial estimates
Financial estimateRevenue estimate
Valuation estimate
Well Aligned leadership team
Management profileNumber of profiles
Profiles2 records
Well Aligned funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Well Aligned M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Well Aligned
What does Well Aligned do?
Well Aligned designs, produces, and sells printed and digital patient education and marketing materials for chiropractic practices, including educational posters, patient handouts, Report of Findings folders, office intake and progress exam forms, pediatric reward stickers, and retractable banners. The company also sells digital products (intake form bundles, social media content packs, waiting-room videos) and operates the AboveDown apparel sub-brand offering chiropractic-themed t-shirts, hoodies, hats, and beanies.
Is Well Aligned a public or private company?
Well Aligned is a private company. It is classified as family owned and is currently operating.
When was Well Aligned founded?
Well Aligned was founded in -1. It employs 1 to 10 people.
Where is Well Aligned based?
Well Aligned is headquartered in Boulder, United States, in the North America region.
How does Well Aligned make money?
Five revenue lines are on record. Physical Print Products are the primary driver. The others are digital Products, apparel Sales, loyalty Program (Chiro Cash) and gift Cards.
Who are Well Aligned's main competitors?
Direct peers on record are Biofreeze, Standard Process, Foot Levelers, RockTape, Erchonia Corporation and Core Products International. Broad incumbents are ChiroTouch and TheraBand (Performance Health). Emerging players are Solutionreach and ClinicDriven (formerly ClinicAce).
Does Well Aligned have an API?
No public API is recorded for Well Aligned.
What industry is Well Aligned in?
Well Aligned's product category is Chiropractic Patient Education Materials. Its primary akta.pro industry code is HSADALAA, General Chiropractic Care, with a secondary code of HSADALAC, Pediatric & Family Chiropractic. Its NAICS code is 456 and its SIC code is 5600.