About Osteohustle

Our Champion mission

Our intention statement at Osteohustle is to provide easy, ethical and effective business and marketing solutions to any and all osteopaths around the world. 

The faces behind Osteohustle

Click to find out more about each team member.

How Osteohustle started

Osteohustle’s founder Alan Zaia graduated from Swansea University in 2017 and wanted to build a thriving Osteopathic clinic. However, he didn’t want to wait for it to grow.

Alan spoke to over 300+ healthcare business owners (mainly Osteopaths) and asked them about their successful and unsuccessful marketing strategies.

Generating active word-of-mouth
Social media marketing
Google Ads and Google My Business
Website design, function and SEO
Engaging the local community
Patient communication and care
Email marketing
Graphic design and video editing

Clinic guinea pig

He then used his clinic Optimal Osteopathy to apply what others had taught him as well as traditional and modern marketing methods to see what worked. 

Practice Of The Year 2019

Within 2 years of opening his clinic, Alan was nominated in the Final 5 for the peer-nominated award the Institute of Osteopathy Practice Of The Year 2019. 

Osteohustle: easy, ethical and effective marketing for osteopaths by osteopaths

Osteohustle started in 2019 as Alan Zaia and Emma Zaia but has grown into a team of Osteopaths who are helping our profession to thrive from the grassroots level.

Easy, ethical and effective. That’s what we stand for. We simplify the complex, practice proper principles and never teach anything we’re not 100% sure doesn’t work.  

We only help Osteopaths

Our promise to you is to never work with anyone other than Osteopaths.

We are Osteopaths.

Osteopaths deserve a dedicated marketing platform that they can trust. No-one understands Osteopaths quite like an Osteopath.

Why 'hustle'?

Long story short, hustle is the perfect word for our attitude – hardworking, tenacious and passionate. 

Everything we produce is backed by our hard work to give Osteopaths the best marketing tools out there. 

Alan Zaia M.Ost


Alan has always loved business. But it was highlighted while in his second year at Swansea University while attending an Osteopathy business lecture. Reading as much of the module’s reading list as possible. While researching for his business essay, Alan searched for some marketing resources that catered specifically for Osteopaths, but failed to find anything that resonated with him. After graduating from Swansea University in 2017, he tried again and found the same result – not much. 

After continuing to talk to hundreds of Osteopaths all over the world and the nomination for the iO Practice of the Year 2019, Alan created Osteohustle. 

Now an international speaker to Osteopathic institutions and Universities, Alan is determined to bring the profession closer together to get Osteopathy on the map in the public eye, exactly where it deserves to be. 

Emma Zaia

Co-Founder & Champions Coach

Emma has been a carer in the disability sector for over 5 years. 

She has worked in 3 different countries, across mental health, intellectual and physical disability care. In 2017, Emma was a Senior carer in Sydney, running a program with 16 full-time staff on her team.

Her wide extent of care experience has allowed her to grow a deep understanding of both the practical side, and business side of healthcare.

Emma is the only non-osteopath on the Osteohustle team. As Alan’s partner, she has been a key player in the creation, execution and direction of Osteohustle since day 1. She is the organiser behind the scenes of Osteohustle HQ – all of our courses and structure was all created with Emma’s impeccable organisation skills. 

In her spare time Emma enjoys travelling, sudoku’s and dancing.

Andy Terry M.Ost

Champions Coach

Andrew’s involvement in healthcare began back in 2008 when he trained as a personal trainer and sports massage therapist, and rehab coach. Whilst he appreciated the value in helping to keep his clients fit and healthy, he found he had a specific interest in helping those who were recovering from injury, and providing support so these injuries were less likely to occur again in the future. Deciding to want to further his knowledge in this field, he decided to become an osteopath due to osteopathies all encompassing approach to health. 

In 2016, Andrew qualified from the British School of Osteopathy and created his own clinic At Health, and alongside that worked as head osteopath at Bodylogics, where his role was to help mentor and build the list of the other osteopaths on board at the clinic. Whilst both clinics were based in London, At Health in central London and Bodylogics in the suburbs, he was surprised at how different the marketing strategies needed to be, purely because of their location. Not afraid to put in the graft, Andrew did everything from Groupon to speaking with other osteopaths and colleagues to work out the fastest ways to grow his patient list. Through this Andrew managed to treat over 1000 patients in his opening year of At Health, as well as increasing the osteopathic patient list at Bodylogics. 

In 2019, the running his own business, deal with a Ankylosing Spondylitis diagnosis, having to move home and dealing with the death of his mother meant that Andrew eventually ran out of gas and suffered from burnout. He had the drive to want to work and implement lots of ideas, but lacked the energy to do it all. It was here where he joined up with Alan to work out where best he needed to focus his energy so that it was spent in the most efficient way possible.

During the Covid-19 pandemic, Andrew was keen to make sure other osteopaths did not experience the same burnout that he faced. Part of this involved being part of David Cohenschurz-Schmidt’s team who won the Institute of Osteopathy’s Community of Practice award in 2020, for helping musculoskeletal professionals deliver high quality virtual consultations for their patients. This meant that even whilst osteopaths closed their practices during the pandemic, they were able to continue working and provide support for their patients during an unprecedented time.

Angus Gould M.Ost

Osteopathy website expert

Angus started his career in health and well-being in 2013 when he became a fitness instructor. Following this Angus went to complete his masters degree in osteopath at Swansea University alongside Alan. Since graduating Angus has experienced the highs and lows that most healthcare business owners experience; from helping patients in chronic pain to struggling to generate new business.

Since 2018 Angus has grown his own practice based in Tunbridge Wells, UK from the ground up as well as working in a busy London practice in Brixton. At both his own and London practice Angus has designed both websites and truly believes that a good online presence is the key to business exposure and success.

Angus has been working alongside Alan and Emma to come up with new ideas on how to support the osteopathic community with their online performance.