• Invst Guru
  • Posts
  • Rebuilding the Body, Redefining Wellness: How Structural Elements Is Franchising the Future of Orthopedic Care

Rebuilding the Body, Redefining Wellness: How Structural Elements Is Franchising the Future of Orthopedic Care

Doug Bertram’s Structural Elements is merging science, business, and preventative medicine to reshape how America stays strong—one franchise at a time.

October 05, 2025

invstguru | The guru is in.

🎤 Invst Guru Founder Series 🎤

🏗️ The Future of Orthopedic Wellness: How Structural Elements™️ is Redefining the Human Framework

Guest: Doug Bertram, Founder & CEO, Structural Elements™️
Podcast: Invst Guru
Topic: Scaling a Franchise for Preventative Orthopedic Care

💡 A New Model for Human Health

When Doug Bertram founded Structural Elements™️ in 2015, he wasn’t trying to build another clinic—he was creating a movement. After more than 30 years as a hands-on practitioner, Doug recognized the flaws in the traditional insurance-based healthcare model—both for patients and providers.

His answer was a cash-based, membership-driven orthopedic wellness franchise that empowers practitioners and patients alike.

Structural Elements™️ combines physical therapy, chiropractic care, and bodywork under one roof, all guided by a proprietary mapping system that connects the body’s fascia to the autonomic nervous system.

“When connective tissue starts to fail, everything starts to fail. Orthopedic health is the foundation of overall health,” Doug explains.

🧠 The Science Behind the System

At the core of Structural Elements™️ is the understanding that fascia—the connective tissue wrapping every muscle and organ—acts as a bi-directional communication network with the nervous system.

Healthy fascia supports better stress regulation, hormone balance, circulation, and immune function. This approach, Doug says, moves healthcare from reactive treatment to proactive optimization.

With its focus on fascia, posture, and whole-body alignment, Structural Elements™️ stands out in a growing movement toward human performance and longevity.

🏢 The Franchise Model: Wellness Meets Real Estate

Structural Elements™️ isn’t just transforming wellness—it’s reimagining the business of care. Its franchise system operates on two levels:

  1. Clinic Owners lease turnkey wellness spaces that generate revenue through rent, memberships, and retail sales.

  2. Practitioners (micro-franchisees) operate under the Structural Elements™️ brand, receiving training, marketing, and clinical systems to deliver elite care.

“It’s like Nordstrom for orthopedic wellness,” Doug says. “The services may evolve, but the quality and experience never change.”

This model provides scalable infrastructure for wellness entrepreneurs, offering providers a low-barrier path to independence outside the constraints of traditional insurance.

💰 Crowdfunding a Community of Owners

To accelerate growth, Structural Elements™️ launched an equity crowdfunding campaign on Republic, inviting patients, practitioners, and wellness enthusiasts to invest.

“All of our early investors were patients,” Doug says. “Crowdfunding keeps our mission authentic—it lets the people who believe in us participate in our success.”

The company plans to open 125 clinics in five years, targeting health-conscious markets near major lifestyle hubs—think areas within walking distance of Whole Foods.

⚙️ Scaling with Integrity

Quality control is central to the brand’s expansion. Every Structural Elements™️ location follows a meticulous operational blueprint—from how patient gowns are folded to how client calls are scripted.

To manage rapid growth, the company partnered with Scale, a leading franchise development firm behind brands like Rock Bottom Brewery and Upgrade Labs, ensuring efficient buildouts and sustainable unit economics.

🌎 Why It Matters

Structural Elements™️ represents the convergence of healthcare, entrepreneurship, and preventative science. Its scalable, cash-based model meets rising consumer demand for autonomy and proactive wellness.

From elite athletes to everyday workers, people are investing in optimization and longevity rather than waiting for injury or decline.

🚀 What’s Next

The next phase is about speed and scale:

  • Reaching 10–15 successful franchise units to validate reproducibility.

  • Developing proprietary orthotics and other product lines.

  • Expanding training programs to develop “super-therapists” who deliver measurable outcomes.

“Once we hit critical mass,” Doug says, “we’ll have the foundation to build something truly powerful.”

🧩 Final Takeaway

Structural Elements™️ isn’t just rethinking recovery—it’s reengineering how people stay well. By merging science, design, and business, Doug Bertram and his team are building the next generation of preventative orthopedic wellness, one franchise at a time.