Forget fitness; movement health is a trillion-dollar opportunity.

From Jeff Bezos to Tom Brady and a growing number of startups, prioritizing healthy movement has become the focus of workplace wellness, athletic performance, and everyday well-being.

Pain Point

Chronic pain and injuries stemming from musculoskeletal (MSK) conditions are on the rise.

• 1.71B people suffer from MSK conditions worldwide.
• More than 50% of US adults report back or joint pain.
• MSK costs in the US, including care and productivity, exceed $980B/year.

Affecting the human musculoskeletal system, MSK issues often result from overuse or repetitive strain. Sedentary behavior, like prolonged sitting and low physical activity, can worsen MSK conditions. And treatments range from massage and physical therapy to medication and surgery.

While physical therapy has proven effective at providing relief, a lack of adherence on the patient’s part can hinder outcomes. More than ever, digital options are increasing access to care, but prescription pain medication and surgical interventions are common.

In addition to being expensive, back procedures can cost $60–110K, and surgery isn’t a sure thing. In fact, some MSK-related procedures have been called “unnecessary” or “useless.” Worse, continued reliance on opioids threatens to perpetuate the addiction epidemic.

Digital MSK Care

A drain on the healthcare costs, productivity, and quality of life, MSK conditions are expensive and largely preventable. For employers, the issue is especially costly:

• MSK care costs US employers upwards of $100B/year.
• MSK issues account for 30% of workers’ compensation costs.
• Back pain alone accounts for more than 264M lost workdays/year.

According to a Business Group on Health (BGH) survey, in 2020, musculoskeletal pain was a top source of healthcare spending for 90% of employers. As a result, 68% of respondents plan to offer a corporate musculoskeletal program by 2023.

The shift to remote work has intensified this problem. While working from home, 70% of employees with MSK pain said their condition worsened or they’re experiencing new pain.

Well-positioned, digital health startups tackling MSK care are partnering with employers and health plans to deliver tech-enabled physical therapy.

Hinge Health. Founded in 2015 and valued north of $6B, Hinge Health has raised more than $1B for its digital MSK clinic. In March, the company acquired Enso, an electrical stimulation wearable, to deliver noninvasive pain relief.

Boasting impressive results, Hinge’s protocol has been shown to deliver better pain reduction than opioids, helps users avoid surgery, and save employers $4,336 per participant — which explains its 100% retention rate among 300+ corporate clients.

Kaia Health. Digital therapeutics company Kaia Health added $75M in April, totaling $125M to date, to tackle MSK conditions. Referring to itself as “the biggest player in the space,” Kaia says some 60M patients have access to its platform.

According to founder and CEO Konstantin Mehl, during the pandemic, Kaia’s growth accelerated 600% YoY. Speaking to the opportunity in the space, 3VC partner and Kaia investor Peter Lasinger said: “Looking at Kaia Health and the digital health market, I would say that software is eating pills.”

SWORD Health. Virtual MSK care provider SWORD Health also offers a digital platform for physical therapy. The company closed a $75M funding round to build on what was “a breakout year” according to founder and CEO Virgílio Bento. That breakout success included eight-fold revenue growth and a five-fold increase in active users.

Zooming out: Expanding their offerings, chronic disease management companies are moving into MSK. Indicative of a broader trend that will affect the digital health landscape, Omada Health and DarioHealth both made acquisitions in the space, purchasing Physera and Upright, respectively.

Meanwhile, in recent months, funding continued to flow to the space: Vori Health raised $45M, Clearing brought in $20M, and SpineZone landed $12M.

Amazon Enters MSK

In his 2020 letter to shareholders—his last as CEO—Amazon’s Jeff Bezos called out MSK disorders specifically, urging the company to prioritize this issue:

“…about 40% of work-related injuries at Amazon are related to musculoskeletal disorders (MSDs), things like sprains or strains that can be caused by repetitive motions.”

Internally, Amazon is developing workplace practices meant to reduce MSDs. Meanwhile, the company’s latest consumer fitness service signals a broader focus on MSK conditions.

ICYMI: Last week, Amazon introduced Movement Health, a new feature for Halo — the company’s wearable device and health app.

Using computer vision and machine learning, Movement Health scores a user’s stability, posture, and mobility in different areas of the body. Based on the results, users receive a personalized program of corrective exercises to improve their movement.

Of note, Movement Heath was developed in partnership with physical therapist, mobility guru, and CrossFit OG Dr. Kelly Starrett.

In a blog post announcing Movement Health, Njenga Kariuki, senior technical product manager for Amazon Halo, wrote:

“Professional athletes pay close attention to their movement health in order to maximize their performance and accelerate recovery, but it’s a useful and important part of everyone’s wellness—no matter your level of activity.” 

Movement’s Moment

From The Rise of Recovery and The Quantified Athlete to WFH Wellness and Ending Inactivity, Kariuki’s statement represents a convergence of trends we’ve previously touched on.

Nothing new, pro athletes and fitness seekers rely on mobility training, myofascial release, and corrective exercises to improve performance.

Tampa Bay Buccaneers quarterback Tom Brady credits his career and growing TB12 empire to pliability: “the state in which your muscles are long, soft, and resilient, enabling them to absorb and disperse forces — in both sport and daily life.”

Appealing to athletes, companies like GOWOD, ROMWOD, MVMNT, and The Ready State (from Movement Health partner Dr. Kelly Starrett) have moved mobility training into the mainstream.

Beyond the two extremes—pro athletes and individuals experiencing debilitating pain—simple, effective solutions for movement health, like movement assessment and prescriptive exercise apps like movr*, represent a massive opportunity.

Looking ahead: Following in the footsteps of meditation apps like Calm and Headspace, movement and mobility could become the new mindfulness as we look to undo the harmful effects of stiff, sore muscles.

*Fitt Insider is an investor in movr