The Australian Physiotherapy Association (APA) – the peak body for more than 31,000 physiotherapists – set out to grow revenue and build international reach by taking its professional development courses to new global audiences. Already contributing around 30% of APA’s revenue, online professional learning was the natural focus for expansion.
APA partnered with Curio to identify high-potential markets, design a flagship course for global learners, and build a compelling business case for investment and delivery.
To shape a strategy that balanced rigour with opportunity, Curio delivered a four-part program of work:
We began with a global scan of 12 potential markets, using a blend of desk research, competitor mapping, and a review of regulatory frameworks. Our goal was to understand where APA’s professional learning products would be most competitive and impactful. Scandinavia and Canada emerged as the most promising regions. These markets demonstrated strong demand for high-quality clinical education, low saturation of comparable offerings, and an openness to internationally delivered courses. Crucially, these countries had regulatory and professional standards that aligned well with APA’s existing training content, allowing for efficient adaptation and entry. We also found a clear appetite in these regions for specialised physiotherapy training that APA could deliver.
Our preferred strategy focused on developing and launching a premium, flagship course tailored for an international audience. We proposed a course centred on high-demand specialisations—specifically Musculoskeletal Therapy, Women’s Health, and Long-Covid Rehabilitation. These areas were selected based on market demand and APA’s established expertise. The course would be delivered online via APA’s existing digital learning platform, ensuring cost-efficiency and scalability. Importantly, we recommended developing the course in collaboration with local physiotherapy associations in target markets. This partnership approach would support accreditation and local endorsement, enhancing both credibility and market acceptance. The flagship course would target experienced practitioners looking for advanced credentials and would be priced for a premium market segment with a strong willingness to pay.
Alongside the flagship course strategy, we designed a secondary approach that would allow APA to enter new markets with a lighter-touch, lower-risk model. This alternative involved licensing APA’s existing CPD4Physio course library to local partners in Northern Europe. Instead of developing new courses, APA would work with trusted physiotherapy associations and education distributors in markets such as the Netherlands and Germany to distribute its existing content. These partnerships would enable broader and faster access, while also providing a pathway to localise content—both linguistically and contextually—to meet local educational standards and learner expectations. This model provided APA with flexibility to test new markets while maintaining control of its intellectual property and quality standards.
To support APA’s decision-making, Curio developed a comprehensive business case backed by financial modelling. This included detailed revenue forecasts segmented by market and course type, along with cost projections for content development, platform delivery, marketing, and operational resourcing. We mapped out realistic learner growth scenarios, including conservative and stretch targets, and analysed breakeven timelines. The modelling demonstrated a strong return on investment, with a $600,000 upfront spend returning $1.65 million in revenue within three years for the flagship course. We also explored various partnership models and pricing strategies, identifying opportunities to reduce risk and accelerate uptake. The financial model became a key tool in guiding APA’s investment planning and executive decision-making.
APA is now equipped with a scalable international education strategy, designed for both impact and return:
$1.65 million in projected revenue from the flagship course in Northern Europe within three years
1,100 learners expected across the first course offering
$0.6 million initial investment with a three-year payback period
Strengthened relationships with European physiotherapy associations
Increased brand recognition in priority international markets
“Curio’s insight and strategic guidance have been invaluable in shaping APA’s international expansion strategy. The rigorous market analysis and business planning provided a clear roadmap for growth, and we are excited to see our educational offerings reach new global audiences.”
— Anja Nikolic, CEO, Australian Physiotherapy Association
Curio partners with professional bodies and training organisations to help them expand into new markets. Whether you're aiming to scale existing offerings or launch something new, we bring the strategy, design, and delivery expertise to make it happen. Get in touch with us.