Rehabilitation company extends reach


Muskegon-based Generation Care operates several rehabilitation and wellness clinics in the region. Courtesy Generation Care

A rehabilitation and wellness company is opening its third stand-alone center to serve the local market.

Grand Rapids rehab

Muskegon-based Generation Care, which offers physical, occupational and speech therapy services, said this week that it's opening a Performance Center in Grand Rapids, at 4095 Park E. Ct. SE.

The center will offer a range of specialty rehabilitation programs and host an open house next Wednesday from 4-7:00 p.m.

Generation Care is opening the center to serve patients in the Grand Rapids area.

“There are a growing number people travelling from Grand Rapids to the Muskegon and Grand Haven sites,” said Holly Lookabaugh-Deur, CEO and president of Generation Care.

“More importantly, Grand Rapids is a community of very educated consumers, and they want more. More personalized, intensive one-on-one care for every dollar that they are spending.”

Leasing the space in Grand Rapids, Lookabaugh-Deur said the building was modified to fit the needs of the rehabilitation company.

Some of the remodeling included adding water sources, cabinets, treatments rooms and converting one of the rooms for “unweighting.”

“We are not there to take from Grand Rapids,” Lookabaugh-Deur said. “We are there to become a part of the community and invest in the community programs. We are right there where a lot of medical stuff is happening.”

The center

Physical therapists Leonard Van Gelder and Zach Webster will focus on biomechanics, functional recovery and efficiency of movement at the center.

The center will offer services for various conditions, such as orthopedic, post-operative, spine and neurological.

The Grand Rapids location will also feature a program known as Inspire 180, which is a fitness program for adults looking to make changes in their lifestyles.

The three-to-six-month program includes a wellness coach, physical therapist and a trainer who work with patients.

The program is designed for patients’ “real life, without equipment and memberships.”

Generation Care

Generation Care serve patients across the health care spectrum, in terms of age, medical condition and severity.

In the regional heath care industry, Generation Care has relationships with Newaygo Medical Care Facility and North Ottawa Community Hospital System and has affiliated with North Ottawa Hospital for long-term care, home care, inpatient and outpatient services.

The company said it works with health care organizations to help patients navigate the rehabilitation process.

“The dynamics have changed,” said Lookabaugh-Deur of the health care industry. “There is a lot of monopolistic health care, where people are directed where they should go — when, in fact, it is the consumers’ right to choose wherever they go.” 

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