In an effort to better reflect a new regime of programming that reaches beyond basic physical therapy, the former
Shoreline Sport & Spine in Spring Lake is now rebranding itself under the name i'move, selected as a representation of its commitment to each patient as a unique individual.
"We’re passionate about movement," says Crystal Frazee, director of marketing and programs at i'move. "Our bodies are made to move and if we don’t move, we have a lower quality of life. It’s about seeing every person in their uniqueness and guiding them to the tools that create a better lifestyle, including movement, for a better quality of life. It’s about putting a stake in the ground and saying we are leaders of this in West Michigan to our community."
Last October, the then-named Shoreline Sport & Spine moved its headquarters into the larger, 15,000-square-foot facility at 18000 Cove St. With more room for patients to move around in, Frazee says i'move was able to hire five new strength and conditioning/athletic trainers to its staff in the past year, and six new administrative staff members, as well.
Frazee says new programming was really born from community feedback, which prompted the addition of classes under two new programming titles – athletic performance and wellness solutions.
Though all physical therapy, athletic performance and wellness solution courses are geared toward creating the kind of sustainable and lasting lifestyle changes that lead to more active and healthy lives, Frazee says each program comes with new classes designed for more uniquely tailored movement needs.
The first, athletic performance, focuses on what Frazee calls "movement literacy," or learning how to develop mobility in all areas of the body to avoid injuries, from the repetition of specific movements often inherent to athletic activities. Conversely, wellness solution courses focus on benefiting the community from a whole-self approach.
"It really ties back into our vision that people need a place to go where they trust their provider and they know that they will be cared for," Frazee says, adding that part of all new programming is teaching nutrition, recovery and positive mindsets, especially in cases where patients have a fear of reoccurring injury.
In the past year, i'move has logged 10,000 patients in its physical therapy database alone, so a big part of the transition into i'move is also a transition into actively engaging the community with the new brand because, Frazee says, i'move's clients are their brand.
"The 'i' in i'move represents the client and their uniqueness, represents every single person that we’ve worked with," she says. "Every single one of them is unique and comes to us with a different complaint: ‘I’m here because I can’t pick up my child, I can’t stand at work, I want to be able to jump fast, score more points, make the team this year.’ Whatever it is, it's different for everybody."
Currently, the i'move Holland campus is seeking a part-time or full-time receptionist. For more information on the position or to submit an application, email
[email protected]. To learn more about i'move and its new classes and programming initiatives, visit the
new website or
sign up for its mailing list here.
By Anya Zentmeyer, Development News Editor
Images Courtesy of i'move
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