Pick one problem you know well
The programs that sell solve one clear problem for one group of people: "returning to running after a calf strain", "strength for knee osteoarthritis", "desk workers with neck pain". If you are known for a niche, start there. See finding your niche.
Design for people you have not assessed
- Screen at the start: who should see a health professional first, and red flags that mean stop.
- Build progressions with clear rules for moving up or staying put.
- Explain what normal soreness is and what is not.
- Say plainly that the program is general education, not a personal assessment.
Record it simply
Clear video of each exercise, filmed in good light, with plain spoken cues, beats expensive production. A phone on a tripod and a quiet room are enough to start. Keep each video short and focused.
Choose how people get it
You can sell through a course platform, a membership site, or a simple paid download. Choose the simplest option that handles payments and access, and that you can keep running.
Find buyers before you finish
Tell your existing patients and your email list what you are building and ask who wants it. A short waiting list before launch tells you whether it will sell. See building an email list and content that brings patients.
Price it honestly
Price below a clinic visit but high enough to reflect real value. A clear refund policy builds trust.
Keep your standards
Your profession's standards apply online. In Australia, avoid testimonials in advertising and do not overpromise results. Check your indemnity insurance covers online programs.
Frequently asked questions
Can physiotherapists sell online exercise programs?
Yes, as general education with screening and clear limits. It must not replace individual assessment for people who need it.
How long does it take to build a program?
Often several months of evenings for planning, recording and setting up sales. Start small.
What should the program include?
Screening, clear progressions, short exercise videos, advice on symptoms, and guidance on when to see a physio in person.