Why the Smart Money in Clinics Is Moving to Pilates

No Appointment Necessary · Dec 17, 2025 · 1h 2m · transcript

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…