Brooks Rehabilitation sees patient surge as pickleball, aging population reshape sports wellness (Courtesy of the Jacksonville Business Journal) — In the world of sports wellness, a few things come to mind: Friday night lights, college athletics and football season.
Though an ever-constant patient population, the blend of Florida’s aging population and popular active recreational sports — pickleball, for example — are driving other kinds of patients to Brook Rehabilitation.
That’s how Brooks President and CEO Doug Baer sees it, pinpointing an at-large growing understanding of the benefits of physical activity, nutrition and sleep to reduce injuries and increase the quality of life.
“This means more people willing to have joint replacements than years past,” he told the Business Journal, noting how Brooks is staying ahead of the curve with advanced rehabilitation technologies and services.
One such offering is found on the Southside at Brooks’ Center for Sports Therapy, housed within the Brooks Family YMCA — space Brooks donated more than 15 years ago.
The facility at 10423 Centurion Parkway N. sees a large variety of patients, even beyond sports, including orthopedic injuries and “weekend warriors” said center manager Ashley Gormely.
Staffed by eight therapists, each cycling in and out through other roles as well, Brooks’ facility has seen an uptick of patients and those seeking specifically preventative care. The sports center sees about 400 patients each week, including repeats.
Popularity of preventative care is on the rise nationally, an area Gormely sees only expanding on the horizon.
“If we’re getting these patients in preventatively, I hopefully we’re setting them up with a plan, educating them on ways to prevent injury,” she said. “Then, they’re not needing the post injury or rehab after the fact, and getting set up for success in the future.”
Northeast Florida’s athlete population is helping set up Brooks for what’s next, but so-to is the region’s aging population.
One area of opportunity, Baer said, was expanding community programs. Specifically, staff watching patients returning home to little exercise or social interaction after discharge. That gave birth to Brooks Wellness Programs.
Developed in partnership with local YMCAs, these started as a stroke program and now extend to brain injury, Parkinson’s disease, Multiple Sclerosis and most recently, oncology wellness.
“These programs are a differentiator for us and are life-changing for the patients and families participating,” Baer said. “In fact, a number of families have moved to Northeast Florida specifically to participate in these activities on an ongoing basis.”
Ongoing growth across Brooks’ patient populations happens as the system grows its regional footprint.
Earlier this year, the Jacksonville-based nonprofit announced a sweeping renovation plan, committing an estimated $68 million toward renovations, upgrades and new facilities.
Now, as Brooks looks toward its next chapter, its biggest opportunities may come from people who never considered themselves athletes.
Pickleball has already exploded in popularity, filling courts as fast as they’re built, and helping turn the business of sports wellness into a longevity conversation.
For Brooks, it translates to an ever-present patient base and turning the pursuit of healthy aging into one of the key drives for one of Florida’s most prominent healthcare markets.
Photo courtesy of Brooks Rehabilitation