No Appointment Necessary

Overview

Part industry analysis, part honest conversation, and a clear reality check for clinic owners who want to know where they actually stand.

Most clinics don’t know what the average physio appointment costs in their region. They don’t know what a good rebooking rate looks like. They don’t know whether their marketing spend, utilisation, or team structure is healthy compared to the rest of the industry.

In this episode, Michael sits down with Alex Kyriacou, co-owner of Flex Physiotherapy, to walk through the results of the Private Practice Barometer, one of the largest benchmarking surveys ever conducted in the MSK industry.

Using data from hundreds of clinics, they compare Flex Physio’s numbers against national benchmarks. From pricing and retention to staffing models, technology, marketing costs, and owner wellbeing, the conversation explores what “normal” actually looks like in private practice.

Show Notes

• Why the Private Practice Barometer was created
•  How Flex Physio grew from satellite clinics to a 13-person practice
•  Typical physio pricing across the UK and how Flex compares
•  Why raising prices doesn’t necessarily reduce patient demand
•  Admin support, staffing models, and clinician productivity
•  PAYE vs contractor clinicians and the impact on culture
•  Utilisation rates: what a healthy diary actually looks like
•  DNA rates and systems that reduce missed appointments
•  Rebooking rates and the role of patient trust
•  Technology in modern clinics: ultrasound, shockwave, and force plates
•  Understanding patient acquisition cost and marketing spend
•  Why many clinics lack financial visibility
•  Scaling vs staying small, and the reality of clinic growth

What You’ll Learn

• Why most clinic owners don’t know their true performance benchmarks
•  How pricing compares across different UK regions
•  Why raising prices often improves retention
•  The systems that reduce DNAs and improve rebooking
•  What a healthy utilisation rate actually looks like
•  How admin support affects clinician productivity
•  Why contractor models can limit long-term growth
•  The relationship between clinic size and owner happiness
•  How technology can increase pricing power and retention
•  Why understanding patient acquisition cost matters

Who This Episode Is For

• Private practice owners who want to benchmark their clinic properly
•  MSK clinicians thinking about starting or scaling a practice
•  Clinic owners unsure whether their numbers are “good” or “bad”
•  Healthcare businesses trying to improve profitability
•  Practice owners who want clearer strategic decisions

Guest Details

Alex Kyriacou - Co-Owner, Flex Physiotherapy

Alex is a physiotherapist and co-owner of Flex Physiotherapy in Burgess Hill, Sussex. After joining as an associate in 2019, he became part of the leadership team alongside founders Matt Prout and Kieran Barnard.

Flex has grown from small satellite clinics into a multidisciplinary practice with a rehabilitation gym, diagnostics, and a team of more than a dozen staff.

Alongside running the clinic, Alex continues to work full-time in the NHS, giving him a unique perspective on both public and private healthcare systems.

Visit https://hmdg.co.uk for further information.   

Follow Michael on LinkedIn. https://www.linkedin.com/in/mjschumacher100

Overview

Most clinics obsess over clinical quality.

Very few audit the experience around it.

In this episode, Michael sits down with Heather, a former agency owner, now AI advisor, and long-term MSK patient, to get an outsider’s perspective on private practice. From first phone calls to follow-up WhatsApp, pricing strategy to practitioner branding, this is an honest look at what patients actually notice.

They explore why “great clinicians” aren’t enough, how small operational details drive referrals, what women in leadership experience differently, and where AI genuinely adds value, without damaging trust.

This is a conversation about business fundamentals, patient psychology, and the uncomfortable truths clinic owners need to hear.

Show Notes

• Why patient experience starts before the first appointment
• Missed calls, slow callbacks, and operational blind spots
• Clean rooms, clear communication, and the details patients actually notice
• Why referrals are worth more than retention
• The brand vs the practitioner: who do patients stay loyal to?
• Boutique clinics vs bigger models, and why women often choose differently
• Pricing in a tighter economy: value vs sensitivity
• Why most people don’t understand what physios actually do
• The opportunity for clinics to replace the lost “family GP” role
• Accountants, metrics, and why messy numbers kill leverage
• Business coaches, snake oil, and the danger of generic advice
• AI in clinics: where it saves time, where it creates risk
• Why AI fluency must start with the owner

What You’ll Learn

• Why clinical excellence alone doesn’t guarantee growth
• How operational friction quietly kills referrals
• Why patients care more about experience than expertise
• The difference between price resistance and value resistance
• How to think about clinic pricing in uncertain economic times
• Why most clinic owners treat the business like a bank account
• What good financial visibility actually looks like
• How to evaluate advisors, consultants, and coaches properly
• Where AI genuinely improves efficiency, and where it erodes trust
• Why authenticity still wins in an automated world

Who This Episode Is For

• Clinic owners who want honest external feedback
• MSK practitioners serious about improving patient experience
• Leaders thinking about pricing and positioning
• Clinics exploring AI tools but unsure where to start
• Female clinic owners navigating leadership and growth
• Business-minded clinicians who know “being good” isn’t enough

Not For

• Owners who believe clinical skill alone drives growth
• Clinics unwilling to review their operations honestly
• People expecting AI to solve structural business problems
• Leaders who don’t want their assumptions challenged

Guest Details

Heather. Founder, The AI Edit

Heather built and sold a UK marketing and PR agency before leading a group of agencies and, more recently, launching The AI Edit, a consultancy focused on helping leaders think clearly about AI and implement it responsibly.

With 25 years in business leadership and a long history as a private MSK patient, she brings a rare dual perspective: commercial operator and healthcare consumer. Her work now focuses on AI fluency, risk awareness, and practical implementation, without hype.

Visit https://hmdg.co.uk for further information.   

Follow Michael on LinkedIn. https://www.linkedin.com/in/mjschumacher100

Overview

Most clinic owners don’t burn out because they’re “bad at business.”
They burn out because they’re carrying too much, in an industry that rarely admits how hard it is.

In this episode of No Appointment Necessary, Michael sits down with Jo Turner, a physiotherapist of 30 years, clinic owner, and founder of Mehab. To talk about the side of private practice that rarely gets airtime: identity, pressure, perfectionism, and the quiet emotional weight of running a clinic.

They unpack why better metrics don’t automatically create happier owners, why clinic owners often operate like isolated islands, and how well-being support can improve performance as a byproduct, not the goal. It’s an honest conversation about the “messy middle” of clinic growth, the myths around money and success, and what it really takes to stay in the profession without losing yourself.

Show Notes

• Jo’s shift from clinic owner to clinician coach (and why it happened during COVID)
• Why better metrics don’t automatically mean happier clinic owners
• The “messy middle” of clinic growth: stress, money pressure, and isolation
• Perfectionism, people-pleasing, and the fear of being seen struggling
• Toxic comparison in the profession, and how it impacts confidence
• Practical takeaways: identity, boundaries, doing less, and decision filters that calm the noise

What You’ll Learn

• Why improving wellbeing often improves performance without chasing performance
• How perfectionism and comparison create chronic stress in clinic owners
• Why “more money” doesn’t fix emotional exhaustion
• What the “messy middle” looks like, and why so many clinics get stuck there
• How to spot when growth is costing you more than it’s giving back
• Why clinic ownership can change how people see you overnight
• How to rebuild identity outside the clinician role
• Why doing less can create better outcomes for both patient and clinician
• Simple filters for decision-making: does it make you happy? does it move the needle?

Who This Episode Is For

• Clinic owners who feel stressed, isolated, or quietly overwhelmed
• Physios questioning whether they can stay in the profession long-term
• Clinicians who feel like they “should be coping better”
• Practice managers supporting burnt-out owners or teams
• Anyone tired of hustle-content and keen on a more sustainable view of success

Not For

• People looking for “10 hacks to scale your clinic fast”
• Anyone who thinks wellbeing is fluffy or irrelevant to performance
• Listeners expecting quick fixes instead of real reflection
• Clinicians who only want tactics, not mindset, identity, and behaviour change

Guest Details

Jo Turner - Physiotherapist, Clinic Owner & Founder, Mehab

Jo Turner is a UK physiotherapist of 30 years and owner of two clinics in Gloucestershire and Wiltshire. Just before COVID, she trained as a life coach, a shift that became the foundation for Mehab, her coaching organisation focused on supporting clinician wellbeing.

Jo provides one-to-one coaching, group coaching, and courses designed specifically for clinicians and clinic owners, helping people feel safe, regain perspective, and rebuild a sustainable relationship with work, identity, and performance.

Visit https://hmdg.co.uk for further information.   

Follow Michael on LinkedIn. https://www.linkedin.com/in/mjschumacher100

Overview

Every physio has thought about building a better rehab tool.

Very few follow it all the way through.

In this episode, we speak with Matt Anstey, clinic owner and co-inventor of AFLEX Pro, about what really happens when a clinician turns a rehab problem into a global product. From DIY prototypes and government grants to elite sport adoption and B2C growth, this is an honest look at innovation without the hype.

We explore the difference between running a clinic and running a product business, why “boring but effective” rehab tools are harder to sell than flashy gadgets, and what it actually takes to scale ethically in MSK healthcare.

Show Notes

• How AFLEX Pro started as a personal rehab problem
• From garden prototypes to elite sport and clinic use
• The real cost of patents, IP, and product development
• Clinic cashflow vs product ROI
• Why physios are hard to sell to, even with evidence
• Boring effectiveness vs flashy rehab tech
• Selling to single clinics vs large chains
• The B2B to B2C shift in rehab products
• Why education matters more than awareness
• When a product outgrows the clinic that funded it

What You’ll Learn

• Why most clinicians underestimate the cost and complexity of product businesses
• How to think about product development as a multi-year commitment, not a side project
• Why clinical evidence alone doesn’t guarantee adoption
• How credibility with peers differs from impact with patients
• Why physios struggle with pricing, even when ROI is obvious
• The difference between “cool” products and clinically essential ones
• How staying in clinic can strengthen, not weaken, product credibility
• What it actually takes to go direct-to-consumer in healthcare
• Why education beats awareness when patients don’t know the problem exists
• How to recognise when a product is ready to scale, and when it isn’t

Who This Episode Is For

• Physios thinking about creating a product or device
• Clinic owners curious about diversifying beyond hands-on care
• MSK clinicians frustrated with gimmicks and buzzwords
• Healthcare founders balancing credibility and growth
• Anyone interested in ethical innovation in rehab
• Clinicians considering B2C, digital rehab, or online programmes

Not For

• People looking for overnight success stories
• Anyone expecting products to be easier than running a clinic
• Clinicians chasing hype over outcomes
• Founders who want to avoid risk, complexity, or long timelines
• Anyone hoping evidence alone sells products

Guest Details

Matt Anstey. Clinic Owner & Co-Inventor, AFLEX Pro

Matt is a UK-based physiotherapist and founder of Azzurro Physiotherapy & Training, alongside being the co-inventor of AFLEX Pro, a medical-grade ankle mobility device now used in elite sport, private clinics, and rehab settings worldwide.

Developed with his brother, an engineer, AFLEX Pro was built to solve a real clinical problem: restoring stubborn ankle range of motion when traditional techniques fail. What started as a DIY prototype has grown into a patented, internationally used rehab tool, while Matt continues to run a busy clinic and treat patients.

Visit https://hmdg.co.uk for further information.   

Follow Michael on LinkedIn. https://www.linkedin.com/in/mjschumacher100

Overview

In this episode of No Appointment Necessary, Michael sits down with Simon and David, the founders of Rehab Guru, to unpack what it’s really like to build, grow, and scale a healthcare software company from the ground up.

From military roots and clinical practice to bootstrapping a tech platform used by thousands of clinicians, the conversation explores the realities of running a founder-led business in healthcare, including growth pains, customer support at scale, product development, pricing, and why simplicity often beats shiny features.

It’s an honest, behind-the-scenes look at the intersection of healthcare, technology, and business, without the hype.

Show Notes

• How Rehab Guru evolved from a simple exercise prescription into a full clinic platform
• Why bootstrapping shaped their product, culture, and customer relationships
• The trade-offs between “all-in-one” systems and modular software
• What most clinicians misunderstand about software development
• The hidden cost of poor onboarding and underused features
• Founder-led businesses vs private-equity-backed tech companies
• Scaling customer support without losing the human touch
• How tech can improve patient experience beyond the treatment room

What You’ll Learn

• How to think more clearly about choosing clinic software
• Why most clinics only use a fraction of the tools they pay for
• What great patient experience actually looks like when tech is used properly
• How founders balance growth, product focus, and customer care
• The questions you should be asking any software provider before committing
• Why feature lists matter less than outcomes and usability

Who This Episode Is For

• Clinic owners considering new software or a platform switch
• Physios, osteos, chiros, and MSK clinicians interested in digital transformation
• Founders running (or thinking of running) a healthcare business with a partner
• Anyone curious about how healthcare tech really gets built and scaled

Guest Information

Simon & David - Founders, Rehab Guru

Simon and David are the co-founders of Rehab Guru, a UK-built healthcare software platform designed by clinicians, for clinicians. With backgrounds spanning the military, physiotherapy, sports rehab, and software engineering, they’ve spent over a decade building tools that support better patient care while reducing admin burden for clinics.

Unlike many healthcare tech companies, Rehab Guru remains founder-led and bootstrapped, with a strong focus on usability, customer support, and long-term relationships rather than rapid PE-driven scale.

Visit https://hmdg.co.uk for further information.   

Follow Michael on LinkedIn. https://www.linkedin.com/in/mjschumacher100

Overview

Most clinics don’t have an insurance problem.

They have a systems problem.

From the moment a patient walks out the door, clinics are relying on manual steps, outdated workflows, and disconnected software to get paid. What feels like “just admin” quickly turns into delayed payments, hidden under-billing, and avoidable cashflow pressure.

In this episode, Michael is joined by Ben Morfoot, co-founder of Effra, to break down why insurance billing is still so broken in healthcare, what actually causes bad debt, and how speed, automation, and better systems can radically change how clinics get paid.

The conversation covers PMI workflows, patient excesses, insurer behaviour, open APIs, manual errors, and why many clinics think their billing process works, until they look closely.

This episode is about fixing what happens after the appointment, protecting cash flow, and building processes that scale without more admin.

Show Notes

• Why PMI billing creates bad debt by default
• What “aged debt” really costs clinics over time
• Why most insurance billing fails after the patient leaves
• The hidden risks of manual invoicing and outsourced billing
• How slow billing damages cashflow and patient relationships
• Why insurers respond better to speed and clean data
• The role of automation in reducing admin and errors
• How poor tech integrations create unnecessary work
• Why billing problems don’t disappear as clinics scale

What You’ll Learn

• Why insurance billing feels harder than it should
• How speed dramatically improves payment rates
• Where clinics are losing money without realising
• Why manual processes increase errors and bad debt
• How patient experience is affected by poor billing workflows
• What “end-to-end” billing actually looks like in practice
• How to reduce admin without hiring more staff
• Who This Episode Is For
• Clinic owners working with PMI or private health insurers
• Practices struggling with aged debt or slow payments
• Growing clinics adding sites or clinicians
• Owners relying on manual or outsourced billing processes
• Anyone frustrated by insurance admin and cashflow issues

Who This Episode Is For

• Clinic owners working with PMI or private health insurers
• Practices struggling with aged debt or slow payments
• Growing clinics adding sites or clinicians
• Owners relying on manual or outsourced billing processes
• Anyone frustrated by insurance admin and cashflow issues

Not for:

• Clinics expecting insurers to “just pay eventually”
• Owners unwilling to review or change broken processes
• Practices comfortable with high levels of bad debt
• Businesses avoiding automation in favour of manual work

Guest Details

Ben Morfoot

Co-Founder, Effra - https://www.effra.io/

Ben is a former GoCardless product builder and co-founder of Effra, a platform designed to automate end-to-end insurance billing for healthcare clinics. His work focuses on removing manual admin, reducing aged debt, and helping clinics get paid faster through better systems, cleaner data, and smarter workflows.

Visit https://hmdg.co.uk for further information.   

Follow Michael on LinkedIn. https://www.linkedin.com/in/mjschumacher100

Overview

Choosing a coach should make running your clinic clearer.
For many owners, it does the opposite.

The industry is full of confident promises, packaged systems, and “proven frameworks” that look good on the surface but rarely fit the reality of running a clinic. When the advice doesn’t land, owners don’t just lose money; they lose confidence in their decisions.

In this episode, Michael and Celia explore what good coaching actually looks like, why so many clinic owners end up in the wrong programs, and how to spot the warning signs early.

The conversation also moves into planning, understanding your numbers, pricing decisions, and why many clinics are unknowingly running on guesswork rather than clarity.

This episode is about asking better questions and choosing support that genuinely helps your clinic move forward.

Show Notes

• Why coaching has become confusing in the clinic space
• How marketing disguises weak advice
• Early warning signs you’ve chosen the wrong coach
• Why most clinic owners don’t know their true profit
• The risks of running a clinic based on bank balance
• Planning beyond “we’ll see how this year goes”
• Pricing decisions that quietly cap growth
• Why more patients doesn’t always mean more money

What You’ll Learn

• How to tell if a coach actually understands clinics
• What to look for before committing time and money
• Why sector experience matters more than credentials
• How financial clarity changes decision-making
• Where small pricing shifts make a big difference

Who This Episode Is For

• Clinic owners considering a coach or consultant
• Owners questioning the advice they’re currently paying for
• Practices that feel busy but unclear
• Clinicians moving into business ownership

Not for:

• Anyone expecting a coach to “fix” their business for them
• Practices unwilling to look at their numbers honestly
• Owners chasing shiny systems without foundations
• Clinics resistant to pricing or strategic change

Guest Details

Celia Champion
Founder, Painless Practice

Celia has worked in the healthcare sector for over 20 years, supporting physiotherapy and MSK clinics with coaching, consulting, and strategic planning. Her work focuses on helping clinic owners build sustainable, profitable businesses through better decision-making, financial clarity, and realistic growth strategies.

Visit https://hmdg.co.uk for further information.   

Follow Michael on LinkedIn. https://www.linkedin.com/in/mjschumacher100

Overview:

Most clinics don’t fail; they stall.

They reach a comfortable size, decent revenue, and a full diary, and then everything gets harder. Margins tighten. Staff costs rise. Insurance work drags profitability down. Growth feels risky, but standing still feels worse.

In this episode, Michael sits down with Steve Hines, founder of Wandsworth Physio, to unpack what actually changes once a clinic moves beyond survival and into scale. From pricing strategy and tiered services to customer experience, technology investment, AI, and the shift toward polyclinic models, this is a candid look at how advanced clinics think defensively as well as offensively.

This isn’t about chasing growth at all costs. It’s about protecting margin, upgrading the offer, and building a clinic that can evolve as the market changes.

Show Notes

• Why most clinics plateau in the middle of the market
• The shift from growth obsession to margin protection
• Pricing strategy beyond annual price rises
• Tiered services and what they reveal about demand
• Moving beyond physio + massage into advanced services
• How technology and AI are actually being used in clinics
• Why customer experience drives retention more than CPD
• When insurance work stops making commercial sense
• Polyclinics, lifetime patient value, and service expansion
• Staff development, autonomy, and scaling leadership

What You’ll Learn

• Why “being busy” is not the same as being profitable
• How successful clinics think about pricing beyond yearly increases
• What actually differentiates high-end clinics from the middle
• How to upgrade your offer without racing to the bottom
• Why customer experience beats clinical excellence alone
• How advanced clinics use technology defensively, not just for growth
• Where AI genuinely saves time, and where it doesn’t
• How to retain staff without aggressive KPIs
• Why polyclinic models are becoming inevitable
• How to think about long-term patient lifetime value

Who This Episode Is For

• Clinic owners stuck at a revenue or growth ceiling
• Founders running “busy but squeezed” practices
• Clinic owners considering tiered pricing or advanced services
• Operators thinking about AI, automation, or admin efficiency
• Anyone exploring expansion, acquisition, or polyclinic models
• Physios transitioning from clinician to business owner

Not for:

• People looking for shortcuts or hacks
• Clinics unwilling to raise standards or prices
• Anyone expecting technology to fix a weak offer
• Owners who want growth without operational change

Guest Details

Steve Hines
Founder, Wandsworth Physio

Steve is a physiotherapist with over 20 years’ experience, including a decade in professional football with Fulham FC. He founded Wandsworth Physio and has grown it into an advanced, multi-service MSK clinic through organic growth, technology investment, and a strong focus on patient experience.

His work spans clinical practice and clinic operations, with an increasing focus on expansion and acquisition.

Clinic: Wandsworth Physio
Location: London, UK

Visit https://hmdg.co.uk for further information.   

Follow Michael on LinkedIn. https://www.linkedin.com/in/mjschumacher100

Overview:

The phone rings, no one answers, and the patient disappears. That tiny moment is where clinics lose revenue, trust, and momentum and it’s exactly where AI can quietly do the heavy lifting. 

We unpack how AI phone reception helps clinics capture bookings after hours and during peak spikes while protecting data, avoiding lock‑in, and freeing staff for high‑value human moments. We also share a vendor‑vetting checklist to spot wrappers, weigh security, and implement AI that works.

Show Notes

• Why missed calls kill conversions and fuel no‑shows
• How clinics are really deploying AI today (out-of-hours, overflow, full replacement)
• Where AI reception fits: after hours, overflow, first‑contact triage
• Real AI costs, security layers, monitoring and escalation
• Why white labelling and wrappers risk data and trust
• Chatbot risks, prompt injection and safer voice workflows
• Disclosures, recordings and compliance trade‑offs
• Implementing change management for teams and patients
• How AI is already changing productivity in professional services
• The real reason most practice management systems cannot keep up
• What an open API actually is, explained simply
• Why standardising on one “all-in-one” tool is a long-term mistake
• Why AI phone answering is such a crowded market
• Where AI phone answering clearly works
• Where it fails and why forcing it backfires
• Why many clinics say “we tried AI and it didn’t help”
• The single biggest implementation mistake clinic owners make
• How AI changes front-desk roles in practice
• Security risks with AI chatbots and why voice is different
• Why funding matters in healthcare AI
• When clinics should not use AI phone answering at all

What You’ll Learn

• How to think about AI phone answering as infrastructure, not magic
• Why missed calls quietly cost clinics more than most owners realise
• How open APIs protect clinics from vendor lock-in
• Why “sounds human” is a terrible way to assess AI
• How bad AI implementations lose bookings without anyone noticing
• What actually happens to reception teams after AI is introduced
• How to evaluate AI vendors without being technical
• Why cheap AI phone answering should raise immediate red flags

Who This Episode Is For

• Clinic owners considering AI phone answering
• Clinic owners who tried AI and were disappointed
• Practice managers responsible for admin and reception
• Healthcare founders evaluating tech stacks
• Anyone sceptical about AI hype but open to evidence

Not for:

• People looking for quick wins or gimmicks
• Clinics unwilling to change processes
• Anyone expecting AI to fix broken operations on its own

Guest Details

Tanmay

Co-Founder, Lyngo

Lyngo is an AI phone answering platform built specifically for healthcare clinics. It handles inbound calls, bookings, patient queries, and escalation while integrating directly with practice management systems via open APIs.

Website: https://www.lyngo.ai/

Email: [email protected]

Visit https://hmdg.co.uk for further information.   

Follow Michael on LinkedIn. https://www.linkedin.com/in/mjschumacher100

Overview

Pilates is either a nice add-on you never quite monetise, or it becomes the engine room of your clinic.

In this episode, Michael speaks with Lowry O’Mahony (Max Physio & Pilates, and Maxona) about how she integrated Pilates so tightly into a multi-site MSK business that it now generates roughly half of revenue, stabilises cashflow, and creates a workforce pipeline when physio hiring gets tight. They get into where Pilates fits in the patient pathway, how to make it recurring without it feeling “salesy”, and why the best lessons often come from entrepreneurs outside MSK, not the usual industry gurus.

Lowry also explains why she built Maxona: training, studio fit-outs, equipment, and smart reformers designed to measure progress and keep people engaged.

Show Notes

• Why so many clinics “offer Pilates” but fail to integrate it properly
• Australia vs UK/Ireland: why Pilates is more embedded in private practice there
• Pilates as recurring revenue: why it smooths out the peaks and troughs
• The patient pathway: where Pilates fits (day one, mid-rehab, end-stage, or standalone)
• “Physios hate selling”: how free intro classes remove friction and awkwardness
• The real Pilates customer base: why 50+ and 60+ is the market, not influencers
• Staffing reality: using Pilates to broaden your workforce beyond the physio bottleneck
• Culture and systems: KPIs for behaviour, values, and how to protect standards as you scale
• Expansion: opening multiple sites off the back of stable demand and better predictability
• Maxona: teacher training, Pilates Academy, maintenance/support, equipment finance
• Smart reformers and measurement: using objective feedback to drive adherence and outcomes
• Community strategy: macro events and micro cohorts to improve retention and seasonality

What You’ll Learn

• How to position Pilates as a core service line, not a side hustle
• How to move people from reactive physio to proactive memberships without hard selling
• What to prioritise first: space, training consistency, booking tech, and retention mechanics
• How to use blocks, memberships, and community to reduce seasonality
• How to think about staffing when physios are scarce: building a parallel workforce
• Why measurement and progress tracking matter for adherence (and revenue stability)

Who This Episode is For

• Clinic owners doing £300k to £2m who want a second engine of growth
• Owners stuck on physio capacity, utilisation, or staffing constraints
• Clinics offering Pilates but not making meaningful money from it
• Anyone considering reformer Pilates and worried about space, cost, or team buy-in
• Owners who want more predictable revenue before scaling, hiring, or exiting

Guest Details

Lowry O’Mahony

Founder of Max Physio & Pilates (Ireland) and Maxona.

• Trained as a physiotherapist (RCSI, Dublin) and Pilates instructor early in her career
• Worked in the UK and Australia, where Pilates is deeply integrated into private practice
• Built a multi-site physio and Pilates model with Pilates contributing ~50% of revenue
• Created Maxona to help clinics implement Pilates end-to-end: training, equipment, support, and studio success

Find Lowry and Maxona

• Instagram: @lowryphysiopilates
• LinkedIn: Lowry O’Mahony
• Maxona: https://maxsona.com/

Visit https://hmdg.co.uk for further information.   

Follow Michael on LinkedIn. https://www.linkedin.com/in/mjschumacher100