The Greater Nashville metro area is home to approximately 50 concierge medicine, direct primary care, and performance medicine practices serving a population of 2.15 million. Membership pricing ranges from $60–$150 per month for DPC practices to $25,000 per year for premium concierge services, with the strongest demand concentrated in the Brentwood-Franklin corridor of Williamson County. We estimate the serviceable addressable market at 15,000–25,000 households willing to pay for membership-based primary care."
Executive summary
Key Market Nashville Metrics at a Glance
Metro population: ~2.15M (2024) Source: Consensus Reporter
Total households: ~800,000
Concierge & Direct Primary Care Practices: 50
Estimated serviceable addressable market (willing to pay for membership care): 15,000–25,000 households
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 Franklin metro area (MSA), 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
Population context: The metro area is roughly 2.15M people (ACS 2024 1-year) and about 2.150M (FRED 2024 resident population series). This translates to roughly 800,000 total households
Nashville Total Addressable Market:
We estimate the total addressable market of households who may be interested in concierge medicine in Nashville to be roughly 20,000 households who are potential clients of premium medical services.
Assuming a household size of between 2-3 people per household we estimate Nashville to have between 40,000 to 60,000 potential users of premium healthcare users.
Definitions: Direct primary care, concierge medical practices and performance medicine in practical terms
Direct Primary Care (DPC) A membership model where patients pay a monthly fee for primary care access. Direct Primary care models are typically less than $3,000 per year and often have a patient to doctor ratio of up to 800 patients per doctor.
This represents a dramatic decrease in patients per doctor from a standard primary care physician who may see 2,500 patients on their panel.
Concierge medicine
A membership or retainer model for patients to have high-end access to primary care physicians, often with higher annual fees, at the low-end typical concierge fees start at around $4,000 per year and can go up to $25,000 per year per patient. The memberships here are considered white glove concierge services.
Typical concierge medical doctors usually have a patient to doctor ratio of less than 300 patients per doctor.
Concierge medicine often includes higher end services as well as nicer physical facilities.
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.
Current Market
As of today Nashville greater metro area has roughly 50 medical practices that include concierge, DPC and performance medicine. By the numbers direct primary care makes of the majority of the practices with monthly fees averaging around $60-$150 per month. MDVIP affiliation represents a large portion of the entry level concierge medical practices with over 10 affiliates in the region
The top of market for pricing in the region is roughly $25,000 per member which is seen at MD2 and Paradigm health.
Market structure: how the Greater Nashville market segments
Core Nashville
Strong demand from professionals, families, and new residents who want reliable access.
Competitive set includes independent membership practices and system-affiliated offerings.
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.
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.
Concierge medicine examples (higher-retainer positioning)
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. Performance Medicine
Paradigm Health (Franklin area positioning): publishes annual plan prices like $11,000/year and $25,000/year, aligned with premium concierge. Offering a wide range of performance and medical treatments
Direct Primary Care examples (transparent monthly memberships)
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.
Pricing reality in Greater Nashville
DPC pricing cluster (metro-wide
Commonly lands in the $60 to $150 per adult per month range depending on age tiers and included services.
Franklin-area examples show $125/month individual (Cool Springs DPC) and $150/month adult membership (Focus Family Medicine).
Concierge pricing cluster (metro-wide
Premium concierge in the south corridor can reach five figures annually (Paradigm’s published plans show $11,000 and $25,000 per year).
Nationally, many concierge programs cluster in the low-to-mid thousands annually, with variation by geography and inclusions.
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.
Competitive dynamics and risks
System and network legitimacy increases awareness: Major brands and well-marketed programs normalize membership care, raising the whole category’s demand, but increasing competition for affluent patients.
Patient confusion about what the fee covers: The biggest conversion killer is unclear messaging about membership vs insurance-billed services.
Capacity constraints: Membership models cap panel sizes, which creates scarcity value but also limits growth without adding clinicians.
24-month outlook for Greater Nashville
Affluent households to grow by 20% over the next 2 years
Continued population growth and in-migration should keep demand strong across the metro.
The south corridor (Brentwood, Franklin, Spring Hill) should see the most premium concierge expansion due to income fundamentals.
Murfreesboro and surrounding areas should see steady DPC growth, especially if employers adopt memberships as a benefit.
Written by Josh Bobrowsky NextMD Founder & CEO