Why ROI in Physiotherapy Is About More Than Money
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About the Author
Chris Gillespie is the Operations Director at Carter & George, a physiotherapy network founded by Rhys Carter and England rugby international Jamie George.
With over a decade of experience spanning the NHS, Premier League football and now private practice, Chris reflects on how Carter & George has scaled their clinics by blending elite sport methodology with objective measurement, demonstrating how technology underpins both clinical outcomes and business growth.
Carter & George was built on a simple principle – bringing the standards of professional sport into private practice. Rather than replicating elite facilities with endless funding for high-cost equipment, Carter & George clinics adopt the same elite mindset and methodology in a more accessible and scalable way. Clinicians focus on optimizing care to align treatment with each patient’s goals and outcomes, and the integration of DynaMo has been central to enabling that approach.
From Symptom Relief to Causation
After leaving professional football to join Carter & George, one thing became immediately clear: private physiotherapy in the UK was mainly symptom-led. Many patients sought a quick fix – arriving with pain and leaving once symptoms eased. However, the underlying problem remained unresolved, making recurrence almost inevitable.
In football, the focus was always on identifying causation and detecting the measurable variables that contributed to injury incidence. Often, uncovering these metrics was the key to reducing recurrence and progressing to elite performance. That same model now underpins the approach within private practice.
This is where objective data becomes essential – providing measurable proof of progress and reinforcing the value of continued care.
Chris’ experiences in elite sport led him to apply his learnings to private outpatient rehabilitation.
Relying on reassurance alone is rarely effective; patients need evidence. This is where objective data becomes essential – providing measurable proof of progress and reinforcing the value of continued care.
Building the Bridge with Data
Symptom relief builds buy-in, but becoming a trustworthy clinician in a patient’s eyes comes from building robustness and preventing recurrence.
Tools that show patient performance, monitor progress and compare results against thousands of data points worldwide help patients see that their care is measurable…
Tools that show patient performance, monitor progress and compare results against thousands of data points worldwide help patients see that their care is measurable, evidence-based and tailored to their specific needs. This mirrors the approach used in elite football, where data-driven insights guide every stage of performance and rehabilitation.
High-frequency testing is now a defining feature of Carter & George’s clinical model. In September alone, their clinicians completed more than 3,000 DynaMo assessments. This level of data collection builds a detailed, reliable picture of patient progress across every clinic. Each test strengthens decision-making, enhances continuity of care and reinforces a culture where objective data supports clinical expertise.
In September alone, their clinicians completed more than 3,000 DynaMo assessments.
A Carter & George physiotherapist using DynaMo Lite to assess knee extension strength.
Consider a patient with elbow tendinopathy. Initial testing may identify a 30% strength asymmetry, likely influenced by pain inhibition. As symptoms improve, strength and symmetry are likely to return. However, comparison to normative data may show that the patient scores in the bottom 20th percentile for strength relative to the general population.
Grip strength assessment with DynaMo Plus showing low levels of asymmetry and total force output.
This distinction reframes the clinical discussion. Instead of discharging based on symptom relief, objective data revealed the need to keep building strength to reduce reinjury risk. Clear, measurable evidence improved patient engagement and guided precise, data-informed treatment decisions.
Scaling Consistency Across Clinics
Today, Carter & George operates 15 clinics, with more on the way. Consistency across sites is non-negotiable. Whether a patient visits their local clinic one week or a neighboring town the next, they should get the same high-quality, data-informed experience.
Consistency across sites is non-negotiable …[patients] should get the same high-quality, data-informed experience.
Carter & George operate 15 clinics throughout the UK with high DynaMo usage noted at each site.
We achieve that through a clear onboarding framework for staff. Every new physio learns five things from day one:
- How to address symptoms.
- How to understand and treat causation.
- How to build strong patient relationships.
- How to balance assertiveness with empathy.
- How to use and interpret VALD data effectively.
Training goes beyond learning how to use the tool; it focuses on applying, interpreting and communicating the data effectively.
Training goes beyond learning how to use the tool; it focuses on applying, interpreting and communicating the data effectively. The goal is consistency, ensuring that every Carter & George clinic delivers the same structured, data-driven approach to patient care.
ROI in-Clinic
A well-implemented objective measurement system not only improves clinical outcomes but also enhances the entire patient and practitioner experience. From boosting patient engagement and compliance to empowering staff and driving business sustainability, the benefits of data-informed care extend beyond the treatment room.
At Carter & George, we have seen a multi-modal benefit to implementing technology in practice.
Quality-of-life and ROI benefits of adding measurement technology to the clinic.
Why We Chose VALD
Before using VALD, we worked with another provider, but the system was not scalable. Profiles could not be set up easily, the workflow was clunky and most importantly, we did not have access to normative data.
When patients asked, “Why do I need to get stronger?” we did not have a good answer. VALD changed that. Their database includes not only elite athletes but also the general population – a genuine game-changer. Now, when a patient asks “why,” we can show them that their symptoms may have improved, but compared to Norms, they still have work to do. That data makes the “why” undeniable.
…but compared to Norms, they still have work to do. That data makes the “why” undeniable.
In-app display of longitudinal performance tracking and comparisons to normative data.
Beyond the technology, the service has been exceptional. When we had an issue with one of our DynaMos, a replacement was on its way almost immediately. The support we have received has also extended beyond the systems, and access to VALD’s Resources – such as articles, case studies and Practitioner’s Guides – has been transformative to our practice.
Looking Ahead
Carter & George is expanding beyond 15 clinics, building regional clusters across the UK. These will include multiple sites within 30 minutes of each other, supported by central HQ clinics equipped with advanced technology like ForceDecks, NordBord and ForceFrame. Community clinics will remain accessible and efficient, while patients requiring higher-level testing can be referred to HQ sites.
ROI in physiotherapy reflects improved outcomes, stronger patient relationships, empowered staff and sustainable growth. Technology supports this by providing the objectivity and scalability needed to elevate private practice. In healthcare, ROI extends beyond finance – it represents the combined impact on patient results and organizational performance.
If you would like to learn more about integrating VALD’s human measurement technology, such as DynaMo, into your organization to enhance patient engagement, get in touch with our team.
