← Case StudiesCase Study 01

Bought a clinic chain. Built a demand engine.

A two-part operator's letter. Phase one is the restructuring of AlignWellness. Phase two is the cross-moat that grew out of it.

Acquired · April 2017Restructured · 2023 — 2024Today · 70+ Locations~3× Cash on Original Cheque
I

Phase One · The Ledger

A near-loss, a deliberate purge, and the climb back.

The first six years of AlignWellness were not a victory lap. What follows is the honest version — the part of the story that makes the second half believable.

Chapter I

The Asset We Saw

April 2017. Majority stake in Clinio's Ontario clinic network. BDC debt, no outside equity.

We bought a Canadian paramedical chain in April 2017 with the conviction that disciplined operating ownership — not roll-up financial engineering — was the unlock for a fragmented category.

The investment thesis was straightforward. Multi-disciplinary paramedical care has durable insurance demand, recurring patient life-cycles, and almost no professional capital chasing it in Canada. The asset itself was rougher than the thesis. Service quality varied wildly between sites, partner clinicians ran their own playbooks, and the unit economics were positive in name only.

We worked it for years before we worked it well. We deleted all but five locations early, kept rebuilding the partner roster after running audits and mystery shopping for the bad apples, turned over one hundred percent of the therapist base, and rebuilt again. Account life-cycles still tapered. Churn stayed up. The business went sideways with lacklustre results — not dead, but not deserving of a case study either.

Chapter II

The Purge

Early 2023. Seven accounts dropped in a single month. The intentional cleanup that unlocked everything after it.

By 2023 the business was at the bottom of its arc — eighteen locations, sub one million in collections, debt at three times the value of the business. RDG injected capital, brought in resources, restructured the debt, and started the sequence.

The first move looked like a loss on the page. We deliberately dropped four of the five subsidized "5 Star" locations and a cluster of low-efficiency accounts in a single month — a seven-account decline that the spreadsheet couldn't tell from a collapse. It wasn't weakness. It was the cleanup that removed the last drag. Everything since has been pure, high-quality acceleration.

Account Health · Pre-Purge → Today

Monthly Billed
$54k — $101k
$189k avg
+142%
Locations
18 — 26
70+
+170%
Core Churn (annualized)
High
<4%
Elite
Total Billed CAGR
+21.6%
2× peer
Gross Margin Floor
Mixed
100% positive

The killer insight: two-point-seven times the revenue, one-hundred-twenty percent more accounts, and every single dollar billed now carries positive gross margin — all achieved with zero material fixed-cost step-up. Recent six-month average runs at $189k monthly = $2.27M annualized run-rate on the same footprint that was doing $85k three years earlier.

Chapter III

What It Earns Now

2025 onward. Five-year customer contracts. Recurring revenue. Tenure 2-3× the industry average.

Today's Align is structurally a different business than the one we bought. The change is in the contracts, the systems, and the people — not the brand on the door.

Align · Then

  • · No automation
  • · No long-term contracts
  • · High churn, declining revenue
  • · No true recurring revenue
  • · Unplanned team turnover

Align · Now

  • · Five-year customer contracts
  • · Sub-4% core churn, 60%+ growth
  • · True recurring revenue
  • · Automation, systems, AI receptionist
  • · Team tenure 2-3× industry average
  • · Decade-plus leadership stability

The business today produces approximately three times the cash flow of the original cheque, with a credible path to over five times in the next twelve months. The compounding from here looks different than the climb to here — and that is what Phase Two is about.

Deal Tear-Sheet

AlignWellness · Tear-Sheet

Initial Position
Majority Stake · April 2017
Capital Source
BDC Debt · No Outside Equity
Trough
18 Locations · sub-$1MM Collections
Restructuring
2023 — 2024 (RDG-led)
Account Count Today
70+ Locations · Canada-wide
Run-Rate
$2.27M Annualized · +21.6% CAGR
Core Churn
<4% Annualized · Elite Tier
Cash on Original Cheque
~3× Today · ~5× NTM Path
Outside Equity Taken
Zero

Restructured by the same operator that bought it. No change of control. No outside equity.

II

Phase Two · The Cross-Moat Map

The clinic footprint became the unfair distribution.

Once Align was structurally healthy, Silver Birch Growth wired it into a private alliance — pulling exclusive distribution deals (Pier39.ai, ShopDot Canada), forming the AIforHealth Alliance, and standing up ScaleHealth as the demand surface that ties the whole thing together.

Hover a node — see what it feeds

Loop · Step 1

Brands want to be in front of clinicians at the patient moment — Align's 70+ clinic footprint is the surface they can't replicate.

Loop · Step 2

ScaleHealth and the AIforHealth Alliance turn that surface into post-checkout activation, practitioner-led product visibility, and curated cross-promotion.

Loop · Step 3

The brands fund the customer acquisition that fills the clinics, the storefronts, and the data layer. Demand becomes privately sourced from the same brands we supply.

Exclusive · Canada · Health & Wellness

A turnkey storefront every Align partner gets on day one.

Through SBG's exclusive Canadian distribution of ShopDot, every clinic in the Align network can spin up a branded storefront in minutes — premium recovery, supplements, and wearables already loaded. Payments, fulfilment, and merchandising are done.

Operators collect the margin as customers buy. One-to-many store deployment. No build, no ops overhead, day-one revenue on existing patient flow.

Brand Roster · Selected

Garmin · Dr. Ho's · plus a curated mix of challenger and major recovery, supplement, and performance brands — practitioner-screened, not algorithm-listed.

The Scale Health Brand Alliance

Value flows in three directions — that's why brands stay.

1

Brand → Scale

Drive assessments, care journeys, and booking revenue through customer-facing prompts on surfaces brands already control. Fixed $40 payout per Scale Health activation.

2

Scale → Brand

Product visibility, practitioner trust, and sell-through inside the Scale ecosystem — marketplace listings, product pages, practitioner-informed education, and patient-facing placements.

3

Brand → Brand

Cross-promotion across a private alliance — adjacent, high-intent audiences, more relevant than generic ad exchanges, before the network gets crowded.

1M+

Customers Serviced

100+

Practitioner Network

$0

Media Spend to Launch

25

Founding Brand Slots

The Front Door · AIforHealth Association

One association. Free to join. Pre-qualifies every operator in the country.

Built as the members-only home for North American H&W operators — clinics, coaches, creators, studios, supplement brands, and the agencies serving them. Every signup tells us who they are, what they sell, where they bottleneck, and what they'd pay to fix. The association becomes the intake layer for the entire portfolio.

aihealthassociation.com
AIforHealth Association — the AI edge for health & wellness operators. Members-only North American alliance powered by ScaleHealth.

Where the data goes

A single signup pre-qualifies the operator for four downstream surfaces — without a single dollar of paid acquisition.

Free

To Join · Members Only

Downstream Surfaces Fed

$0

Paid Acquisition

Q3

Founding Cohort · 2026

The association is the cheapest, most defensible top-of-funnel in the whole portfolio — and the data it produces (operator taxonomy, AI-readiness, buying intent, talent gaps) is what makes the rest of the flywheel impossible to copy.

The Private Ad Surface

Post-checkout inventory, owned by SBG.

SBG's exclusive partnership with Pier39.ai turns brand thank-you pages and order-confirmation surfaces into a private ad network. Today only ScaleHealth advertises on these Canadian post-checkout surfaces across our partner brands — the inventory is being opened up next, with a waitlist now forming.

US Deployments · Benchmark

Revenue per 100k checkouts~$40k
Media cost to install$0
Click-through · US deploymentsSuper-high
Canadian statusLive · Scale-only · Waitlist Open

Doubles as the gateway to the rest of the portfolio — Scale for the insider's H&W storefront, Align for the digital injury clinic and referral hub. Every surface collects intelligence that funds the next surface.

Sub-Case · Network Pilot

The AI receptionist we ran on a network clinic before rolling it out.

Quality Care · Oakville

Single-site paramedical clinic inside the network. SBG-built AI agent deployed three months ago — automates inbound and outbound calls, lead qualification, and scheduling.

Tested through one of our own locations before extending the same playbook to network partners.

Metric

Pre-AI

3 Months In

Weekly Calls
2 — 4
5 — 6
Time Saved / Week
0 hrs
20 hrs
Deals / Year
20
30 — 40
Gross Margin Lift
Baseline
$50k — $100k
ROI on $10k AI Spend
5 — 10×

Extrapolated across the 70+ Align network with reallocated manager time toward B2B and partnership testing: $3M – $6M annual gross margin lift. The same playbook now ships with the ShopDot storefront roll-out.

Deal Tear-Sheet

Phase Two · State of Play

Demand Engine
ScaleHealth · Fall 2026 Launch
Brand Partners Activated
Dozens · Founding Cohort
Annual Order Volume Curated
Several Million $
Practitioner Network
100+ Physio / Chiro
Customers in Reach
1M+ Across Align
Storefront Distribution
ShopDot · Canada Exclusive (H&W)
Post-Checkout Ad Network
Pier39.ai · SBG-Owned
Operator Alliance
AIforHealth · 2026
Media Spend to Launch
$0

Every surface funds the next. Demand becomes privately sourced from the same brands we supply.

What's next in the series

ScaleHealth gets its own letter after launch. Reforged gets one with the B Corp.