Set to Scale
Business program for allied health clinics with less than 1.4 million turnover

You’re in the messy middle. Might have grown too fast and profit plummeted. Or are ready to expand but unsure how to do it effectively and efficiently. Set to Scale helps build your infrastructure, systems and team so you can grow without chaos.

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See if we're a fit
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People

Profit

Possibilities

People Profit Possibilities

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Get this phase wrong and you can get stuck in the messy middle for a while…

get this right, and you have a high performing team, scalable systems and a sustainable patient pipeline that can support your next growth phase.

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I’'ve seen it happen too many times to be unsure. 

You want to be a clinic owner, but you’re a firefighter. There is always a fire to put out and that’s keeping you up at night or working in the weekends, distracted from the things that matter. 

From owner to owner. I was there.

I understand when you’re deep in the trenches and it feels too chaotic to look up. How can you possibly fit in business development amongst all that you’re doing?

Being on the other side now, and having coached hundreds of clinics in this program, I can confidently say that you CAN and WILL get out of this messy middle if you do the right things. It’s totally possible.

I’m a living proof of running 3 businesses in 3.5 days, with a team of 35, and two toddlers with my family all across different continents.

I can help you free up your time, increase your take home income, and build the structure that allows your business to grow without all of your time. 

Hear from Sharon from Not So Bendy in Brisbane- Hypermobility/ EDS physiotherapist. The good, the bad, the raw behind the scene on working with Winnie

What is Set to Scale?

Set to Scale is a coaching program with an ongoing membership for allied health clinic owners generating under 1.4 million, with ambitions to build profitable, sustainable clinics without being the bottleneck.

The full curriculum is pre-recorded with monthly group coaching, workshops and guest masterclasses to keep you on track.

Most students complete the course component within 10 months, then stay inside the membership for ongoing support and access with Winnie. Winnie started Set to Scale in 2023 and we still have our founding members inside the community.

There is a minimum 6 months commitment, as we don’t believe any meaningful changes happen in less than that time. Knowledge can only take you so far; the coaching and live support are the most valuable elements in Set to Scale.

In Set to Scale, you will learn my frameworks to…

Boosting your profit

With my Clinic Scale Systems, you can stabilize your profit margins at 25-30%, even after you hit the $1 million dollar mark. 

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Automating and systematizing your operations 

Because an efficient clinic reduces cost, creates automations that don’t involve you, and creates structure that you can relax into. 

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Fixing your cash flow

By looking at your finances and data, we can adjust your fixed expenses, operations costs, and employment contracts to make your bottom line look much better. 

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Creating clarity

Part of building a sustainable clinic that scales is knowing what to focus on and how to build with a strong direction. No more day-to-day distraction. Only needle moving behavior. 

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Elevating client experience and retention

The Triple Threat Retention Model ensures high retention rates and clinical excellence even as you step away. Even if it’s for months. 

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Filling your books

Achieve 85%+ utilization with marketing strategies that get results without you constantly having to show up or hire an expensive marketing agency. 

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Hiring better and creating stronger teams

The best clinic CEOs have an empowered team behind them. With the Organisation Chart and Hiring Roadmap, you can step out of management mode and into leadership mode. 

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Your million dollar clinic doesn’t mean millions of hours to get there 

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I’ve built 3 seperate clinic brands from scratch. I’ve designed different business models for all my clinics, to stay true to the WHYs behind my practices but also at the forefront of how I see healthcare will evolve in the next decade.

We run over 100 classes per week in one clinic, in addition to providing 1:1 consults like a traditional clinic; we rolled out the first hybrid multidisciplinary program in Australia in my integrative women’s health clinic, where we’re using tech to help us scale beyond our flagship clinic.

Beyond that, I am finishing my Masters in Pelvic Health and working towards my Titling and building The Clinic Project alongside.

I don’t teach you how to hustle. I don’t hustle.

I don’t give you ‘plug it in’ templates. Your clinic is too special and niched to have a ‘one size fit all’ approach.

I teach you how to make data-driven decisions, communicate your expectations, build systems, use tech, and tighten your boundaries so you can build support network around you.

I give you the tools so you can ride through any waves in the future.‍ ‍

Download Program Guide

Hear from our members…

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    It has allowed me to truly focus on growth in the targeted areas I need, rather than being unsure where to even begin."

    Winnie's program has been undeniably an asset to my business growth. Winnie has allowed me to understand and create my own goals and helped me see that the vision I have for my business is not unattainable. The focus on mindset growth, avoiding procrastination, and facing the truth has been an immense step. It has allowed me to truly focus on growth in the targeted areas I need, rather than being unsure where to even begin. I never thought a group program would be as effective as it was but this program would be beneficial for me, however has exceeded expectations. So much so I have signed on for another 6 months of coaching.

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    I am loving the program.

    It has been so good to be able to share experiences those that are good and bad in business with other sole and group practice owners. Since beginning my own practice, I have felt very alone and unsure about a lot of things, but I am finally feeling more confident in running my own business and having a direction for my business as well. I thought private coaching would be more beneficial for me, however, I have found a group aspect to be so much better than I expected. It is so good to be able to talk with people and just to be able to talk about things that you experience day today that your partner and Family might not be able to understand. I can't to finish the rest of the program and take all of these lessons I have learnt and apply them to my business for ever."

  • Six women engaged in a meeting around a wooden table in a bright room with large windows and lush green plants.

    I can happily say that I am now on track for my first 7 figure financial year and are reaching monthly profits of 37%

    I was stuck in operational tasks, couldn’t move past the high six figures and was averaging about 15–20% profit. I can happily say that I am now on track for my first 7 figure financial year and are reaching monthly profits of 37%. More importantly I have clarity in my goals and decision making and a much clearer direction of where I am heading both personally and professionally. I have also gained confidence in my ability to lead my team.

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I’m right here with you, practising what I preach, testing out my methods in my clinics before you ever see them.

I don’t coach from the sideline.

“

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Set to Scale is a structured program, with an ongoing membership for coaching support. There are 3 distinct elements designed for momentum, implementation, and accountability.

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    Learning

    7 Stages | Bite size learning | Self paced with guidance

    • Finance and Business Value

    • Brand and Attraction

    • Patient Pipeline and Funnel

    • Automating Client Care

    • Systems & Automations

    • Building Teams

    • Leadership

    Bonus inclusions

    1. Practical AI for Clinics - using AI to build out an entire marketing, admin, asset creation, and business operating systems

    2. Hybrid Program Fast Track - creating and selling high ticket programs in brick and mortar practices

    Goals

    • hyper focused growth map with concrete milestones for the next 18 months

    • build confidence in making data driven decisions, holding boundaries, and learning to be a leader, not a founder that’s tied.

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    Coaching

    Starting with a 1:1 Strategy Consult (2 hours) with Winnie, followed by quarterly 1:1 check ins.

    The Clinic Project runs two programs with a shared community. With 50 clinics max at any one point, these programs are high touch, with close proximity to Winnie.

    This is where tailoring is possible. From the Strategy Consult, Winnie will advise on how best to navigate the portal content (no one has time to go through everything module by module), and create a strategy that’s specific to you and your growth goals.

    Coaching is a two way relationship. If you show up, ask questions, and do the work, you will get there.

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    Membership

    Curated experiences inside the membership to keep you moving

    Within the membership you’ll find various call types to support your every move. All calls and content are tailored to the people within - what you need, what you want, where the market is moving.

    1. Group coaching with Winnie

    2. Peer auditing

    3. Business audit and goal setting

    4. Co-working calls

    5. Live teaching workshops with Winnie

    6. Guest series to keep your head above water

    We are proudly ahead of the curve. Always.

Who’s a fit for Set to Scale? 

We’re perfect if:

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You’re an allied health practice (physio, osteo, chiro, speech pathologist, psychology, massage, multidisciplinary, etc) with a team of 3 or more (headcount, not FTE).

You’re sitting at below 1.4 million turnover and know the next stage requires better systems, strategy and leadership.

You work hard, but you’re done glorifying hustle. You want sustainable growth, not burnout disguised as ambition.

You’re ready to lift your profit margin into a consistent 25–30%+. Inside Set to Scale, the average is 32%.

You’re resourceful. You make decisions with incomplete information and back yourself to adjust as you go.

You’re coachable, willing to be challenged on how you lead, structure, price, and decide.

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I’m not your person if:

You want a plug-and-play formula that ignores nuance. We use frameworks, yes. But as your clinic grows, thinking matters more than templates.

You’re <6 months in business. Unless your goals are exceptionally focused or you started your clinic with an employed team and need reinforcements quick.

You want to diversify or “scale” without fixing foundations first. That usually ends expensively.

You believe you’ve done it all, and looking for some magic quick solutions. I’m pretty special but I’m not your magic pill. You have to put in the time and do the work.

You want reassurance without responsibility. This work only functions if you’re willing to participate fully, not spectate.

What’s Inside Set to Scale 

Aka how you’re going to perfect the pillars 

  • Move from employee, do everything mode to your CEO title. Make decisions. Be confident. Set the vision. Create the culture. Move the needle. You got this. 

  • Don’t fear your numbers. Understand where your money is going, your KPIs, and capacity to scale using data AND intuition. 

  • Where do you want to be? Let’s plan for it. By creating short and long-term plans, you can swap out the ‘I’m busy’ to ‘I’m bringing my vision to life’ 

  • Your impact. Your mission. Your values. Your voice. Optimize your website and fingerprint to attract the right patients in, every time. 

  • By designing a model of care, you can retain your patients, communicate your level of service in your marketing, and be the best you can for your patients. 

  • 30 ways to generate leads. I teach them all, you pick what you like. Your platforms will draw people in and your referrals will amplify your impact. High ROI is the bare minimum. 

  • Become the high-touch, automated clinic. Unparalleled patient communication and care. Patients that keep coming back. Less human errors. Less manual follow-up. Much more time for you to spend traveling, with your family, or simply relaxing. 

  • Repeating yourself constantly? No wonder you’re drained. By focusing on processes and procedures, you can set it and forget it– letting you focus on other aspects of your clinic. 

  • Attract and retain quality therapists. By being an excellent mentor, creating staff organization, and defining rewards pathways– you can hire the best and make them want to stay. 

  • Your people are your gold. By creating your culture calendar and tackling difficult convos– you can become the leader that motivates your people to want to do their best work. 

  • Take off your hats. Yes, all of them. Except the CEO one. By learning what you need to do vs. what you can delegate– you can free up your time, empower your team, and develop a culture of trust.  

  • Once you have these pillars down, it’s time to scale up. Get creative. Increase your capacity. Put your mark on the world. You’re way too good to settle for a run-of-the-mill health clinic. 

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Our goal is to regain the time and freedom as business owner, and make people open-mouth gasp wondering what you’re doing different to be the confident decision maker that you are.

Download Full Program PDF
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Download full curriculum and fee guide

From endless admin tasks to a clinic that *basically* runs itself 

Sent my first campaign email! And this was offering a new service of pre&post natal 6 week Pilates program beginning in 2 weeks and it's booked out!

I'm nearing the end of 2 weeks at the snow, and the practice has survived well without me 😊

You have put your heart into this course Winnie. I have done mentoring from so many different people but I would say you have created content in great way and can be used again and again. And bonus is making us tech savy person.

After 9 yrs in business I had my most profitable month ever in July!! Hoping to achieve my quarter goals.

Feeling a win signing up for Set to Scale 🔥 You never know if something you discover on FB is going to be "worth it", but I suspect I have stumbled across gold in the genius that is Winnie Wu!! Glad to be part of the first launch (terrified/stressed/overwhelmed too but ....) feeling grateful and excited to see where this could take my business 👍

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Hello , I'm Winnie Wu

I’ve been in the wellness industry since 16.  I ran two Pilates studios as a manager as I was studying Physiotherapy. Launched my dance physio + pilates brand when I graduated, and turned it into a group practice 6 years later.

Movement Laboratory was making 6 figures 4 months after opening our doors. I hired my first admin, then my first instructor, and at 6 months, a fellow physiotherapist. Fast forward 18 months, we signed a lease to double our floor space, got hit with Covid and my first mat leave, and the rest is history.

Then in 2023, I started Papaya Clinic with 7 employees and a hefty fit-out mortgage when my second bub was 5 months postpartum. Opting for an employment model for a multidisciplinary clinic running 1:1 consults and hybrid programs threw me in another deep end.

With 35 team members, we unglamourously restructured in the following year, and replaced 80% of the team within 6 months.

I’ve had my fair share of curveballs, but nothing takes me away from taking time off my businesses. Since 2022, I’ve consistently taken 4 months off every year to spend time with my family in Hong Kong, Italy and Los Angeles. I now run the 3 businesses in 3.5 working days, with a high performing team who takes ownership in helping us grow and keeping our vision alive.

A smiling woman sitting on a wooden bench outdoors by a river, embracing two young children, with lush green trees and a cloudy sky in the background.

And now, I can’t wait to share what I’ve learnt. So you can stay in your zone of genius, free yourself from the 16+ hour workdays, get rid of the mental load of being everything to everyone, and create a profitable + patient- centered business.

You may have seen me in:

A badge indicating a finalist position in the 2020 Local Business Awards for the Inner West region.
A medal or award badge for the 2021 Local Business Awards, Inner West finalist.
A silver medal with a black and white design, announcing the 2022 Local Business Awards winner for Inner West.
A badge or medal from the 2019 Local Business Awards, indicating the finalist in the Inner West category.
2023 Australian Achiever Awards logo with a stylized swoosh and tagline 'Excellence in Customer Service'.
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My Business Values

When choosing a coach, choose one whose values align with yours.

Life first. Business second. You are someone who wears multiple hats and I want you to thrive in all of your roles. 

We don’t build businesses with less than a 20% profit margin. 

Industry averages are not your standards. We create excellent patient experiences, above-average retention, and unparalleled work-life balance for you.

Shiny object syndrome will distract you. Identify the noise and ignoring serves you long term.

Don’t run a clinic alone. Lean on your village. Build a great team. 

I’m here to see allied health clinic owners connect with each other to inspire, think big, and lead.

I’m here to help impact-driven women build clinics that allow creativity to thrive in the industry.

I’m here to stand by your side. Because you having time to do what you love is the new standard we’re setting.

“

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What’s next?

Jump on a call with me. To make sure we’re a good fit and answer any questions you’ve got.

Download the program guide, book a call, and we’ll go from there!

Chat with Winnie
Download Program Guide

FAQs

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  • Yes! Definitely yes. Truth is, you wouldn’t be looking at this right now if you’re satisfied with how your business is growing, right? What got you here won’t get you there, so no matter you’re starting from scratch, or going back to master what you’ve put in place, it’s a process we should honour.  Business is repeatedly refining our process, and continually developing it to suit our scale. I myself go through the same process on a yearly basis to ensure my clinics are not falling behind in innovation, systems, people and services.

  • Yes!  We offer monthly payments with no incurring interests.  Program is priced to ensure affordability to coaching is not the reason for you to stall your own growth.

  • Personally I know these platforms back to front: Cliniko, Bookamat, GoHighLevel, Loom, Mailerlite,  Asana, Slack, Peptalkr, CliniqApps, Canva, Otter, Google workspace, Notion. 

    I also have experience with Power Diary, Jane, Halaxy, as their features are more or less similar. 

  • Foundation (3 months): You want clarity and direction first.

    • Implement (6 months): You want support while you execute and stabilise.

    • Embed (12 months): You want calm ownership and to stop emotionally restarting every time something shifts.

  • Yes. If you start in Foundation or Implement and decide you want longer support, you can upgrade (subject to availability). Note: cohort pricing isn’t held if you leave and rejoin later.

  • Most clinic owners set aside 2–4 hours/week. If you’re hoping for results with “whenever I get a spare moment,” this will feel slow. The point isn’t perfection, it’s momentum: make decisions, implement the essentials, then refine.

  • If you’re waiting for results to happen to you, you’ll be disappointed. This is business, not Botox. Clarity comes fast. Momentum comes when you execute. Most owners feel clearer within weeks, and see meaningful change over 3–6 months depending on implementation.

  • Yes. Established clinics often need this most, especially if growth has outpaced systems, data tracking, and profit levers.