What's Happening?
Structural Elements®, a Maryland-based orthopedic wellness brand, is actively pursuing multi-unit growth by targeting experienced business owners for its franchise model. The company, which began franchising in 2016, aims to establish 125 clinics within
the next five years. This expansion strategy positions movement health and hands-on care within the broader wellness and longevity market. Structural Elements® offers two franchise models: one for clinic owners who manage facilities and back-office operations, and another for licensed practitioners who operate their own micro-franchise practices within the shared space. This approach allows individuals without clinical backgrounds to own clinics. The company's proprietary treatment method, developed by founder and CEO Douglas Bertram over 30 years, emphasizes manual therapy, Chinese medicine, and fascia-focused care, with all network providers receiving training in this method. The current network includes clinics in Maryland and Wisconsin, along with 11 micro-franchise practice owners.
Why It's Important?
This expansion is significant as it addresses a growing demand for integrated wellness and longevity solutions in the U.S. healthcare market. By focusing on movement health, Structural Elements® is carving out a niche in a longevity conversation that, according to CEO Douglas Bertram, is predominantly metabolic. This highlights a potential gap in the market for physical function and hands-on care as people age. The franchise model, separating clinic ownership from care delivery, could attract a wider range of investors and entrepreneurs, potentially increasing access to specialized orthopedic wellness services across the country. Furthermore, by supporting practitioners with a lower-overhead path to business ownership, the model aims to mitigate provider turnover and optimize treatment space utilization, which are common challenges in the healthcare industry. This could lead to more stable and accessible care options for consumers seeking to maintain physical function and mobility as part of their long-term health strategy.
What's Next?
Structural Elements® plans to continue its multi-unit growth, with near-term expansion efforts focused on Maryland, Pennsylvania, and North Carolina. The company is actively seeking multi-brand, multi-unit operators with business and operations experience. The initial franchise fee is $65,000, with a reduced fee of $52,000 for additional clinics under a multi-unit agreement. The total estimated initial investment for a clinic ranges from $703,000 to $1.4 million. The company's vice president of operations, Susan King Glosby, indicated that Structural Elements® will assist in finding and training providers, underscoring their commitment to supporting the growth of these practices. This strategic expansion suggests a continued push to integrate specialized physical wellness into the mainstream longevity market, potentially leading to more widespread availability of their unique treatment methods.
Beyond the Headlines
The emphasis on movement health within the longevity market reflects a broader societal shift towards holistic well-being and proactive health management. As the U.S. population ages, the demand for services that extend 'healthspan'—the period of life spent in good health—is likely to increase. Structural Elements®' approach challenges the prevailing metabolic focus in longevity discussions by highlighting the critical role of physical function. This could influence how longevity is perceived and addressed, encouraging a more balanced view that includes physical mobility alongside metabolic health. The franchise model also presents an interesting case study in healthcare delivery, potentially empowering more practitioners to establish their own practices while benefiting from a larger brand's infrastructure. This could foster innovation in care delivery and business models within the wellness sector, ultimately impacting how specialized health services are accessed and provided in the future.
