Physical Medicine Group further strengthens its leading position with the strategic acquisition of Eureka

Litorina invested in Physical Medicine Group (“PMG”) in January 2020 with a clear strategy to build the European leader within manual medicine – always with an unconditional focus on quality care to patients.

PMG has since then been executing on its rapid growth plan; the group has performed several new greenfield establishments and strategic acquisitions, e.g. Naprapatlandslaget, Muskelcentrum and The Clinic, in both Norway and Sweden.

With the latest strategic acquisition of Eureka, a quality focused player with 14 clinics in total (10 in Norway and 4 in Sweden), PMG’s leading position within manual medicine is further strengthened. The number of clinics has increased from 29 to 112 during Litorina’s holding, and the group now has more than 500 therapists and performs around 700,000 treatments annually.

The strong and well-renowned Eureka brand will remain under the PMG umbrella and the therapists in Eureka are committed to the next step of the PMG journey. Moreover, the owners of Eureka will reinvest a significant part of the proceeds in the holding company of PMG.

PMG is dedicated to further building the leading player within physical medicine, by attracting the best therapists, offering a stimulating working environment, and providing quality care to our patients.


For further information please contact:

Fredrik Lagerkvist, CEO PMG, +46 738 521 861
Gustav Thott, Partner Litorina, +46 708 55 66 30

PMG Eureka

Physical Medicine Group (PMG) was established to build the European leader within manual medicine with unconditional focus on quality care to patients and being in the forefront within the profession. PMG is today established in Norway and Sweden with more than 110 clinics and over 500 naprapaths, chiropractors, physiotherapists, osteopaths, doctors, and more. Our well-educated therapists conduct more than 700 000 muscle and joint treatments yearly. Brands that are part of PMG as of today are Klinikk for Alle, Naprapatlandslaget, Muskelcentrum, The Clinic and Eureka.