A Post-Pandemic Physiotherapy Clinic Startup.
The Story Behind Ascend Health.
Growing up in St. John’s Newfoundland, sports were a central part of my life. Whether it was on the basketball court, soccer field, or at the hockey rink, the lessons I learned through sport shaped who I am today.
Playing sports taught me the value of hard work, perseverance, and teamwork. Sport also sparked my fascination with the human body—how it moves, how it heals, and how it adapts under pressure. That curiosity eventually led me to Memorial University, where I began my academic journey studying Kinesiology and later to Dalhousie University, where I completed my master's degree in Physiotherapy.
In physiotherapy school, I spent two years learning how to assess and treat injuries. I spent countless hours learning how to treat those injuries with hands-on techniques. At that time, I was naive enough to believe that those hands-on techniques would be the key to helping people recover. Like many new professionals entering the workforce, I was eager and optimistic, armed with a belief that my education would prepare me for everything I would need to know. I could not have been more wrong.
Reality has a way of humbling us. I quickly realized those “magical hands” were a pipe dream and that my manual hands-on skills were the least important factor in helping someone overcome injury. Don’t get me wrong, I still use hands-on skills everyday in my physiotherapy practice, but as an adjunct to evidence informed care consisting of exercise and education- the foundational pieces of helping people recover from injury, pain and physical limitations.
Over the last couple of years, I have learned that physiotherapy, in its simplest form, is not about fixing— it is about guiding. A physiotherapist’s greatest skill isn’t in their hands; it’s their ability to provide meaningful input to someone’s daily life. That input could be education, equipping a client with the knowledge to understand their body better. It could be targeted exercises designed to restore function and prevent future injury, or it could be helping someone reframe how they view their recovery, shifting from a passive recipient of care to an active participant in their own health. Empowering individuals to take control of their own health is crucial, especially for those living in Newfoundland and Labrador.
The health landscape in Newfoundland is shaped by its unique geography, aging population, and an overburdened healthcare system. The province experiences higher rates of chronic illnesses, such as diabetes, cardiovascular disease, and arthritis, compared to the national average, driven in part by lifestyle factors and limited access to preventive care. Although clients often present to physiotherapy with acute pain and injuries unrelated to their chronic underlying conditions, these factors have to be considered when developing a treatment plan. This is not always possible in the traditional physiotherapy models.
Working in private practice physiotherapy can be incredibly frustrating due to the industry’s reliance on volume-based care and the overemphasis on passive interventions. The pressure to see as many clients as possible in a day often compromises the quality of care, reducing the opportunity to provide truly individualized, evidence-informed treatment. Due to the high client volume, many clinics focus on passive modalities, like heat, ice, ultrasound, or electrical stimulation. While these approaches might provide temporary relief, they rarely address the root causes of injury or the components needed for long term improvement.
Early into my physiotherapy career, I began to question the direction of the profession and my place within it. I did not spend years of my life studying and training to simply check boxes or perpetuate outdated practices. I believe this approach not only diminishes the value of physiotherapy but also fails to meet the needs of clients who deserve care that focuses on sustainable, functional outcomes.
I wanted more. I wanted more for myself as a physiotherapist and more for the clients that I treat. I wanted to create a space where individuals were truly heard, and care was centered around their goals— not around time constraints or quick fixes. That desire led to the creation of my own physiotherapy practice, Ascend Health.
Ascend Health was built on the belief that physiotherapy should be personal, evidence-informed, and focused on empowering individuals. It’s not about applying the same treatment plan to every person who walks through the door. It’s about understanding each individual—their goals, their challenges, and what “better” looks like for them.
We prioritize active rehabilitation, knowing that movement is medicine and that true recovery comes from addressing the root cause, not just the management of symptoms. We emphasize education because individuals who understand their bodies are more likely to engage in their own recovery. We are committed to creating an environment that supports lifelong improvement, not just short-term relief. To me, that is what physiotherapy should be. Nothing less.
As a post-pandemic, start up physiotherapy clinic I can tell you that this process has not been a walk in the park. Late nights, early mornings, candle-burning-on-both-ends day in day out. There are definitely days that I question what I have gotten myself into, but I somehow find comfort in knowing that we are creating something special here at Ascend Health. I am fully committed to the idea that growth is an uncomfortable process and pain is a necessary investment for progress- in life and physical rehabilitation.
Looking back on this journey—from a young athlete in St. John’s Newfoundland to a physiotherapist striving for change—I’m reminded why I started. Ascend Health isn’t just a clinic. It’s a reflection of the values I’ve carried with me since my days on the ice and the field. Hard work, dedication and a commitment to helping others move better, feel better and live better.
This is the why behind Ascend Health: To provide care that meets people where they are and helps them reach new heights. To honor the profession by holding it to a higher standard. To ensure that every person who walks through our doors leaves stronger, more confident, and ready to take on whatever comes next.
Joe Yetman
Registered Physiotherapist
Owner of Ascend Health