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