Thinking of Buying an Alternative Health Business in Australia? Here Are 3 Vital Questions to Ask

More than 70% of Australians use some form of complementary or alternative medicine (CAM), and the industry is projected to grow from $4.2 billion in 2024–25 to $4.9 billion by 2029–30.

This signals a major shift toward holistic and preventative healthcare, offering strong demand and growth opportunities for buyers exploring natural therapy, chiropractic, massage, or traditional medicine businesses.

With over 25,000 establishments nationwide and a broad, loyal client base, alternative health remains one of the most fragmented but dynamic segments in Australian healthcare.

1. Is the Business Financially Stable Across Modalities?

Why It Matters:

The industry’s average profit margin sits at 6.6%, but performance varies significantly between disciplines.

Chiropractic and osteopathy typically operate with higher margins due to regulation and recognised billing systems, while other CAM modalities depend more on practitioner reputation and repeat clients.

Labour costs are high, with wages accounting for $1.54 billion of the industry’s $3.99 billion revenue in 2024.

What to Check:

• Modality mix: Does the business rely on low-margin services or higher-value regulated disciplines?
  
  

• Staffing model: Are practitioners employees, contractors, or sole operators?
  
  

• Billing and claims: How many services are claimed through private health or NDIS?
  
  

• Revenue stability: Are earnings consistent year-round, or seasonally affected?

2. Does the Location Support Demand for Holistic and Traditional Health?

Why It Matters:

Demand for CAM is strongest in metropolitan areas, especially Sydney and Melbourne, where multicultural populations support traditional medicine use.

Older Australians (65+) represent 24.2% of the market, while the 20–64 age group contributes the most revenue due to wellness awareness and discretionary spend.

Practices in high-footfall suburbs or near GP clinics, yoga studios, or fitness centres often enjoy stronger client flows.

What to Check:

• Demographics: Does the location attract wellness-oriented or ageing populations?
  
  

• Competition: Are there nearby CAM providers, or is there an underserved gap?
  
  

• Foot traffic and visibility: Is the practice easily accessible with strong street presence?
  
  

• Cultural alignment: Does the location suit traditional therapies like Chinese or Ayurvedic medicine?

3. Is the Business Aligned with Consumer Trends and Regulatory Shifts?

Why It Matters:

The industry is seeing rapid shifts in consumer behaviour—towards digital wellness, evidence-informed care, and multi-service clinics.

At the same time, regulation is increasing. Some modalities are monitored by AHPRA, while others are subject to TGA scrutiny.

Practices offering multiple services under one roof, or telehealth options for therapies like hypnotherapy or counselling, are growing faster than solo operators.

What to Check:

• Accreditation: Are practitioners registered with AHPRA or relevant professional bodies?
  
  

• Compliance history: Has the business passed inspections or TGA product reviews?
  
  

• Digital integration: Does the practice offer online bookings or virtual consultations?
  
  

• Service diversity: Is there potential to add modalities or form allied health partnerships?

Ready to Invest in a Thriving Alternative Health Business?

With over 25,000 establishments and a projected market value approaching $5 billion by 2030, Australia’s alternative health sector offers stability and growth for values-driven entrepreneurs.

Businesses aligned with wellness, ageing, and chronic care trends are well-positioned for sustainable success in this evolving space.

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