Industry Report 2026: Nashville Concierge Medicine & Direct Primary Care

The Greater Nashville metro area is home to approximately 50 concierge medicine, direct primary care, and performance medicine practices. These practices serve a population of 2.15 million. Source: Census Reporter.

Membership pricing ranges from $60–$250 per month for Direct Primary Care (DPC) practices to $25,000 per year for premium concierge services.

We estimate the serviceable addressable market at 15,000–25,000 households willing to pay for membership-based primary care.

Last Updated March 2026

Definitions: Direct primary care, concierge medical practices and performance medicine in practical terms

Concierge Medicine

Concierge medicine typically represents the highest quality medical service for private individuals. While prices and panel sizes may vary, you are paying for high quality white glove service. Often there is no insurance accepted and all services are covered by a recurring fee or with cash payments.

You should expect to have a high quality and personalized relationship with your doctor who knows the needs of you and your family.

Direct Primary Care (DPC)

A membership model where patients pay a monthly fee for primary care access. Direct Primary Care models are a great entry level way to engage with private medicine. They offer far smaller panels than a traditional primary care doctor while combining monthly fees with some insurance.

While the doctors typically have a larger panel size than your average white glove service, you should still expect to receive an elevated level of care and have a personal relationship with your medical professionals.

Performance Medicine

Performance medicine is a new breakout category where medical practices are focused on enhancing looks, performance and longevity rather than typical primary care practices. These facilities often include medical spa treatments, coaching, and physical fitness and hormone optimization.

Performance medicine has grown rapidly thanks to people like Andrew Huberman, Peter Attia and Bryan Johnson.

Concierge medicine examples

• MD2 Nationwide concierge medical practice at top of market with prices over $20k per member per year. Limits practice to 2 doctors and panel size to 50 families per doctor

• Brentwood MD (Brentwood): Single location high-end concierge medicine located in Brentwood prices of $11,000 per member per year 3 doctor local practice

Direct Primary Care examples

• Focus Family Medicine (Franklin): explicitly markets DPC in Franklin and lists membership fees such as $150/month for adults

• Cool Springs DPC (Franklin/Cool Springs area): shows membership pricing like $125/month individual and $225/month couple

• Vanguard Direct Family Medicine (Murfreesboro listing): shows tiered monthly pricing such as $60/month (20–44) and $95/month (61+), plus an enrollment fee

• Simply Better Medicine (Spring Hill): listed as a DPC practice with published membership pricing on a DPC directory

Performance Medicine Example

• Paradigm Health A facility dedicated to health, performance and medical care. Rather than just focusing on treating ailments they are focused on athletics and looks.

National Concierge Medicine at a glance

• US Concierge & Direct Primary Care Medical market is currently valued at over $8B, with growth expected through 2030. According to Grand View Research, the U.S. concierge medicine market was valued at around $7.35 billion in 2024 and is projected to grow at a compound annual growth rate of about 10.3 percent through 2030

Geographic scope: what “Greater Nashville” means in this report

This report covers the Nashville, Davidson, Murfreesboro, and Franklin metro area, with special emphasis on the submarkets that most strongly support membership primary care:

• Core Nashville and inner-ring neighborhoods (Nashville-Davidson County)

• South corridor / Williamson County: Brentwood, Franklin, Spring Hill, Cool Springs and nearby areas

• Southeast / Rutherford County: Murfreesboro and surrounding communities

Current Market

Market structure: how the Greater Nashville market segments

1. Core Nashville

• Strong demand from professionals, families, and new residents who want reliable access

• Reasonable amount of competition and density for private medicine

2. South corridor: Brentwood, Franklin, Spring Hill (highest willingness to pay)

• Highest concentration of households likely to pay premium retainers due to income levels.

• Williamson County is a major tailwind: median household income $135,594 (ACS 2020–2024) and $147,807 (FRED 2024 estimate)

• Expect more “longevity,” preventive diagnostics, and integrative positioning here.

3. Murfreesboro and Rutherford County

• Fast-growing family market with strong fit for transparent, mid-price DPC memberships

• Employer and small business adoption tends to be a meaningful channel

Representative providers across the metro (examples with public information) These are not exhaustive. They are included because they clearly represent the local mix of DPC and concierge models and have a public web presence.

Demand drivers specific to Brentwood and Franklin

• High willingness to pay in Williamson County Income levels support both premium concierge and higher-end DPC tiers

• Time and convenience as the primary product Patients prioritize same-day access, direct messaging, and longer visits

• Preventive and longevity narratives resonate Franklin and Brentwood have a higher share of consumers seeking proactive, diagnostics-heavy care, which maps well to concierge positioning

24-month outlook for Greater Nashville

• Nashville represents one of the fastest growing cities in the United States, appealing to many people who are seeing no state and local taxes while having a great city to call home

• Affluent households to grow by 20% over the next 2 years

Written by Josh Bobrowsky NextMD Founder & CEO