A notable shift in the sector is the growing preference for flexible rehabilitation options that extend beyond the clinic. Running-related injuries have also emerged as a significant driver of physiotherapy demand, particularly in urban centres with active recreational and competitive running communities. Providers such as Fixed Physio have expanded their service offerings to address both rehabilitation and performance goals for this growing client group. As participation in sport and physical activity remains high across New Zealand, demand for accessible and specialised physiotherapy services is expected to continue rising. Both gym-based rehab programmes and running-specific physiotherapy represent key growth areas within the broader sector, reflecting a wider movement towards proactive, exercise-centred models of care.