Start Up Stories: Physio Edge, on course for success

Australian entrepreneur Kirsten Lord's interest in physiotherapy began at an early age. After nearly ten years of treating professional athletes and actors, Kirsten gave up her job in the clinic and set up her own business giving ground-breaking advice to golfers.

Kirsten Lord originally hails from Adelaide and as a talented pianist she seemed destined for a career in music. But at the age of 14 she took on some unpaid work at a local elderly care centre. "I thought I'd try some work experience as a physio," she says. "It was really good fun. I thought that's what I want to do."

After successfully completing her physiotherapy matriculation (equivalent of a UK A-level), Lord moved onto university to study a degree in the subject.

"In Australia, sports research is very high profile and as many of the researchers are in situ, the standard of physiotherapists that go through Australian universities is phenomenal and very inspiring," Lord comments. "You come out with a great knowledge which really pushes you to learn more."

Although, she had kept in touch with her musical side by moonlighting as a piano teacher, Lord knew she was now destined to work as a professional physio. But the location of her new career turned out to be rather different than she had imagined.

The idea

A year after her arrival in Scotland, Lord fulfilled a long-term dream and opened her own clinic. While running the Edinburgh Physiotherapy Centre she began to focus on treating the injuries of professional and amateur athletes as well as theatre actors and dancers.

With Lord's clinic located at the 'home of golf' it was unsurprising that many of her patients suffered from golf related injuries.

Her interest in the sport was further developed when she began working with Mark Comerford, one of the world’s leading sports physiotherapists. He had an impressive background working for the Australian Institute of Sport and training medical staff of high profile sports teams such as the Chicago Bulls.

In 1998 Lord was asked to contribute to a CD-Rom on golf and with the help of Comerford she began to research the benefits of physio treatment for golfers.

"We started focusing on why injured golfers play golf better with physiotherapy. It's not just in the way it is able to reduce injuries but by teaching specific exercises you can improve the handicap and lessen the chances of injury in the golfer."

Previous research into the subject had often focused on general sporting flexibility exercises and gym training. But Lord and Comerford began to look at how golfers can achieve better technique and performance by improving the way their body naturally moves during the swing of a club, how to exercise smart for golf.

"Golf is a game that lasts three or four hours and you stand around a lot," Lord says. "The weather in this country is often cold so your muscles stiffen up, and this can cause you to lose skill as you play. There is no point in just doing stretches at the beginning of your round."

The leap

"He was a golfer with a bad back and he could see that there was a good business idea in our approach," she recalls.

Settling on a name is important for any new company and being at the cutting-edge of physiotherapy Lord and Comerford came up with 'Physio Edge' ( www.physioedge.com).

Although Lord is an experienced physiotherapist, she needed help setting up the new business. She contacted Scottish Enterprise and the local Chamber of Commerce who proved very helpful.

In an effort to fill the gaps in her business knowledge, Lord became a self-confessed 'course junkie' taking advantage of free training in areas such as e-commerce and international trade.

Behind every successful business is a good business plan and Lord recognised its importance straight away.

"Our business plan has taken three years to complete. There are so many risks in this industry and my experience was limited to running a small business. There are also so many costs involved and you can't do anything without a business plan," she comments.

Physio Edge was taking hold of her life and Lord began to struggle with getting the new business off the ground as well as providing the best possible treatment to her clients in the clinic. As a result, she made the hard decision of handing over the reins of the Edinburgh Physiotherapy Centre to someone else.

"I decided there was no way I could run and manage a clinic seeing 12-15 patients a day and then stay up until 2am doing Physio Edge work so I appointed a new manager to run the centre. This enabled me to work exclusively on golf research as well as conduct a series of trials to establish credibility. We developed a comprehensive screening programme specifically for golfers which is now available to the public."

Lord admits that this decision hit the business hard. The clinic's caseload was reduced by a third, and she had to put more money in than she could take out. But the gamble paid off as one year on the company has recovered. She employs two physios who have managed to build up an excellent reputation and the client levels are back up.

With extra time on her hands Lord was able to concentrate on developing her new venture. Her business plan proved successful and Lord was able to secure £25,000 of grant funding. With the new finance, Physio Edge carried out marketing research.

After months of interviewing and detailed analysis, they concluded that producing a self-help DVD and video was their best option.

But producing such a product is an expensive task so more money was required. Lord remortgaged her flat and ploughed £35,000 equity into the business.

Lord secured the services of a video production company and filming was completed at St Andrews, the world's most famous golf course. Lord’s dream had become reality.

Where next?

She has also suffered the frustrations of setting up a new business with time delays and failed promises but Lord's determination has pushed her forward. Lord admits in an 'innate belief' that she will make it and the problems she has faced have only made her more determined.

"I handle stress a lot better now. I’m much more concise in handling situations. Since I gave up day to day work at the clinic, I have absolutely loved it, even though I was getting no money whatsoever. It has been the most exciting time of my life!"

Orders for Physio Edge's 'X Factor, The Painless Way to a Better Game' video and DVD are now being taken and Lord is looking forward to booming sales in the run up to Christmas. Her research revealed that the product appeals particularly to women, shown in the popularity of yoga and pilates DVD sales. She is hoping that many 'golfing widows' will buy it to put into their husband's Christmas stockings.

In September, Lord received the exciting news that she had reached the final six in the high profile handbag.com Business Plan Awards.

"Working on your own you have to push yourself along every day dragging people behind you. The award nomination is a fantastic acknowledgement of the time I’ve spent building up the company."

It has been very hard work but Physio Edge is now looking forward to improving the technique of golfers around the world. With Lord at the helm that wish looks certain to be fulfilled.

"I know that it's going to work. I'm very into what I do and I think that has made a difference. I won't take no for an answer and I definitely won't give up."