About PMG

Physical Medicine Group was established to build the European leader within physical therapy with unconditional focus on quality care to patients and being in the forefront within the profession.

PMG has carefully hand-picked strong brands

PMG has since its inception in 2020 grown from 29 at the initial set up, to 110 clinics today, spread strategically in Sweden and Norway. The group today has more than 500 therapists and performs more than 700,000 treatments annually.

PMG has carefully hand-picked strong brands that are at the forefront of their field, with a dedicated management team and employees with exceptional competence and drive. For patients searching for care with their muscle and joint related issues, PMG- clinics will be a natural selection  with a high quality client journey from A to Z. For existing brands that are competitors of our brands, Physical Medicine Group stands out as the option for M&A when the owners seek to further professionalise their product and take part of the journey to take their clinics and manual medicine to the next level


Physical Medicine Group shall be the leader in the field of physical medicine in Northern Europe through helping people reach their health goals as pain free and functionally in their daily life.

The Market

Our current markets today are Sweden and Norway, helping those that suffer with musculoskeletal aches and pains and maximizing their health potential. 


The organisation believes that we have a responsibility and actively work to maintain a very low footprint environmentally, but a strong footprint regarding leadership and organisational health.

Key information about the business

Physical Medicine Group is the market-leading supplier of physical manual therapy treatments in Northern Europe with approx. 500 therapists spread over approx. 120 clinics located in Sweden and Norway. The group has a strong focus on quality treatments to patients and aims to always attract the best therapists. Physical Medicine Holding AS is the parent company in the group and the group’s operations are conducted in the following wholly owned companies:

· Klinikk for Alle AS 

· Naprapatlandslaget Norge AS 

· Eureka Kiropraktikk Norge AS 

· Naprapatlandslaget MED AB 

· Muskelcentrum Uppsala AB 

· Betterhealth Sweden AB (brand name The Clinic) 

· Eureka Kiropraktik AB

PMG management team

Fredrik Lagerkvist

Fredrik Lagerkvist


Prev. CEO of Textilia

Jesper Ask

Executive Vice President & Director Business Development

Prev. Founder and CEO of Naprapatlandslaget

Erik Gustafsson

Country Manager Sweden

Prev. Founder and Head of Sweden of Naprapatlandslaget

Ole A. Haslestad

Chief Professional Development

Prev. Founder and CMO of Naprapatlandslaget

Jannike Pedersen

Jannike Pedersen

Country Manager Norway

Experience from SATS Elixia and Nike


Mats Gunnarsson


Prev. CFO Memira

Cecilia Tjernström


Prev. Leading marketing positions in Steen & Ström and Nokia

Johan Söderström

Johan Söderström

Business Development Sweden

Prev. CEO of Muskelcentrum

Human Rights