Physical Medicine Group Becomes Limbra – Expanding Access to Musculoskeletal Healthcare
Jesper Ask, Deputy CEO, and Fredrik Lagerkvist, CEO.
Physical Medicine Group, the Nordic region’s largest provider of musculoskeletal healthcare services through the brands Klinikk for Alle, Eureka Kiropraktikk and Naprapatlandslaget, will rebrand all its clinics across Sweden and Norway as Limbra during spring 2026.
The name change is part of a broader initiative aimed at making musculoskeletal healthcare more accessible and strengthening preventive care to help people address issues before they affect their daily lives.
Today, Physical Medicine Group operates approximately 140 clinics and employs around 750 practitioners specializing in chiropractic care, naprapathy, physiotherapy, and related healthcare disciplines. The organization delivers approximately one million treatments annually. With the launch of the new Limbra brand, the company aims to move from a fragmented clinic structure to a more unified organization with a clearer and more accessible offering.
The rebranding is driven by a clear behavioral trend: many people live with recurring pain but delay seeking professional help, often attempting to manage their symptoms themselves despite needing expert care.
A key component of the initiative is bringing together multiple specialist disciplines within one organization. By integrating chiropractic care, naprapathy, physiotherapy, and other relevant healthcare expertise, patients will benefit from a more comprehensive assessment and a clearertreatment pathway. The goal is not only to treat existing conditions but also to prevent future issues and support long-term health and wellbeing.
– We see far too many people living with pain for much longer than necessary. There is often uncertainty about when to seek help, where to turn, and what type of treatment is needed. As a result, many wait too long, leading to more persistent problems – both for the individual and for society, says Fredrik Lagerkvist, CEO and Group Chief Executive Officer.
Through Limbra, the company aims to make it easier for people to understand, choose, and access musculoskeletal healthcare services. The ambition is for more individuals to seek support at an early stage, before their symptoms become more severe. The company also wants musculoskeletal healthcare to become a natural part of preventive healthcare, where regular check-ups help prevent future problems.
– At its core, this is about accessibility and clarity. We want to make it easier for people to take care of their bodies before problems become serious, and to feel confident about when, where, and how to seek help. Also to receive the right support from the very beginning, says Fredrik Lagerkvist.
The transition to the Limbra brand will be implemented gradually across all clinics in Sweden and Norway during May and June 2026.