Clinic Owner & Product Founder: What It Really Takes to Build a Rehab Device

OverviewEvery 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 NotesHow AFLEX Pro started as a personal rehab problemFrom garden prototypes to elite sport and clinic useThe real cost of patents, IP, and product developmentClinic cashflow vs product ROIWhy physios are hard to sell to, even with evidenceBoring effectiveness vs flashy rehab techSelling to single clinics vs large chainsThe B2B to B2C shift in rehab productsWhy education matters more than awarenessWhen a product outgrows the clinic that funded itWhat You’ll LearnWhy most clinicians underestimate the cost and complexity of product businessesHow to think about product development as a multi-year commitment, not a side projectWhy clinical evidence alone doesn’t guarantee adoptionHow credibility with peers differs from impact with patientsWhy physios struggle with pricing, even when ROI is obviousThe difference between “cool” products and clinically essential onesHow staying in clinic can strengthen, not weaken, product credibilityWhat it actually takes to go direct-to-consumer in healthcareWhy education beats awareness when patients don’t know the problem existsHow to recognise when a product is ready to scale, and when it isn’tWho This Episode Is ForPhysios thinking about creating a product or deviceClinic owners curious about diversifying beyond hands-on careMSK clinicians frustrated with gimmicks and buzzwordsHealthcare founders balancing credibility and growthAnyone interested in ethical innovation in rehabClinicians considering B2C, digital rehab, or online programmesNot ForPeople looking for overnight success storiesAnyone expecting products to be easier than running a clinicClinicians chasing hype over outcomesFounders who want to avoid risk, complexity, or long timelinesAnyone hoping evidence alone sells productsGuest DetailsMatt Anstey. Clinic Owner & Co-Inventor, AFLEX ProMatt 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