Women want genuine, guilt-free flexibility and we want it now. If that sounds like a rally cry, it’s because it is.
Everyday I speak with women who are sick of the token gestures of ‘flexibility’ that come with unspoken expectations of constant availability and extra hours. We want workplaces that truly support our need for balance, without guilt or compromise.
This is more than just a desire for adjusted hours or remote work options. It’s about creating an environment where success is measured by outcomes, not hours spent at work, and where taking time for family or personal health is seen as a fundamental right, not a weakness.
Tired of waiting for this to happen, many female founders have taken matters into their own hands.
I certainly did.
In 2012, fed up with the lack of genuine support for working mums, I decided to create a workplace where real support was a reality.
I wanted a place where personal wellbeing and professional success were intertwined, and flexibility was a fundamental pillar, not a token gesture.
In founding ActivOT, the first occupational therapy franchise business in Australia, I aimed to achieve all that and more.
We’ve now helped over 60 occupational therapists and allied health professionals across Australia achieve a more balanced and fulfilling work-life dynamic—and we’ve become a leader in creating gender equity in the workplace. By throwing out the rulebook and rethinking traditional work models, we’ve set a new standard for flexibility and support, which in turn creates more opportunities for women to thrive professionally and personally.
Here’s how we did it:
Our occupational therapists aren’t employees; they are business owners
Even though the company has provided occupational therapy services to more than 8000 clients around Australia, I don’t employ a single occupational therapist. So, how does it work then? Our occupational therapists and allied health professionals are business owners within the ActivOT franchise network. This is the first major shift in the way we have completely changed the way we work to create genuine flexibility and a better working environment for our predominantly female workforce.
Back in 2012, franchising in allied health was virtually unheard of—it still is! But this innovative approach empowers our occupational therapists to take control of their careers, manage their schedules, and workload. They earn more and have the flexibility to design a work-life balance that suits them. This model fosters ownership, empowerment, higher job satisfaction, and better outcomes for our clients.
So, how exactly does it work?
An occupational therapist or allied health professional joins the ActivOT network and starts their own business within the network. When an enquiry comes in, a central management team matches the best fit between franchisee areas of expertise and each client’s needs. Franchisees collaborate to provide the best service delivery for clients and step in to cover each other as needed. The franchisee keeps 85 per cent of their earnings (plus 100 per cent of all billable travel time). Plus, there is a system and structure designed to provide support, streamline administrative tasks, and ensure continuous professional development, allowing franchisees to focus on delivering high-quality care to their clients.
Make work truly win-win-win
The key to any good business model is making it win-win-win. An ActivOT franchisee working full-time has the potential to earn 97% more than working full time in government. This approach has proven to be powerfully effective, with the business growing and franchisee satisfaction consistently high. This isn’t surprising when you consider that they’re part of a supportive community, they have the clinical autonomy to practise the way they want to, and they’re making a great income while making a real difference in people’s lives.
A genuinely supportive community
Even though the ActivOT franchisees have their own businesses, they are never alone. This is key to us providing a genuinely flexible work environment. We offer efficient business systems to streamline processes and assist franchisees as needed. We work hard to minimise paperwork stress so franchisees can focus on treating clients. We also have robust systems that facilitate remote work and flexible hours without compromising productivity. For instance, instead of our occupational therapists completing their NDIS registration by themselves, we have someone to assist with the whole process. And if their kids are sick or they go on maternity leave, they can rest assured knowing their clients will still receive high-quality care from fellow franchisees. It’s a system built on trust, respect, and mutual benefit—exactly how it should be. This collaborative approach ensures continuity of care for clients and fosters a supportive, flexible working environment for franchisees, enabling them to balance their professional and personal lives effectively.
Recruit based on values rather than trying to change someone
This only works because I only invite people to join ActivOT who are value-aligned. When we recruit based on values and not purely reputation and competition, you create a company culture where colleagues genuinely care and support each other. Without that care and support piece, it is very difficult to be able to offer flexibility, as true flexibility is nurtured in a supportive team. At our core, we prioritise mutual support and reliability, ensuring that we always have each other’s backs.
Innate trust
I recently read an article on Women’s Agenda about how Denmark has become a beacon for gender equality. It said, “In Denmark, there is an innate trust, an expectation, that your family comes first… there is a real focus on community. People regularly leave work by 3pm to pick up their kids from school, and no one blinks an eye.” This is exactly how I run ActivOT. I have innate trust that my values-aligned team will prioritize their work and personal lives effectively, ensuring both are given the attention they deserve. This approach not only fosters a supportive and balanced work environment but also drives our success as a company.
That’s the benefit of recruiting based on values: you don’t need to micro-manage, performance-manage, or get your people to attend countless workshops on culture. Instead, you can trust them to make decisions that align with your goals and uphold the standards you set. This trust goes both ways and leads to increased employee engagement, higher job satisfaction, and a more cohesive and productive team. It creates an environment where individuals feel valued and empowered to contribute their best, knowing they are trusted to do their jobs well.
Work and family can and should co-exist
In our online meetings, it’s not uncommon for little ones to jump onto their mums’ laps for a quick cuddle or a game of peek-a-boo with the team. These moments not only bring joy to the children but also create a positive, inclusive atmosphere that boosts productivity. A happy mum is indeed a productive mum, and the team loves these interactions too.
Balancing work and life goals
We integrate work and life goals in a holistic manner, recognising the interconnectedness of both. We have business planning days that take a holistic approach. We don’t just focus on our business goals; we work on a plan to achieve work and life goals harmoniously. True success comes when both are achieved. Evaluating life goals and business goals together creates a clearer big picture plan that can manage stress levels. Often, when we look at business goals independently, there isn’t enough time for life goals, and that is stressful—if only we could clone ourselves!
Zero guilt or pressure on sick days
As an occupational therapist, I know well people are more productive and become more mentally resilient. If anyone in my company is sick, I tell them to rest and I truly mean it. No one should feel guilty taking a sick day. If your body and mind need rest, then rest. Pushing through weakens the immune system. We have created systems to support and provide backup for our people if they fall sick, and that’s what they are there for. If an employee being sick induces guilt, then the system is broken.
Ask the question
Ask your team, what would genuine flexibility and work-life balance look like to them? How could they get their duties and responsibilities fulfilled in a way that better supports their health? Encourage them to share their thoughts and ideas openly.
And if you’re thinking about how you could better support mums, women and your workforce in general, don’t be limited by what’s come before or assumptions about how things should be done. Be open to change, innovate, and always put your people first. Together, you might just create something amazing.