Meet the Management Team of OrthoNOW® Healthcare Franchises

Deciding to invest in a healthcare franchise is a major life decision and much of your initial time will be spent on research. When considering which franchise to select it is important that you consider the values, experience and reputation of the corporate management team of each franchise.

By understanding the goals, accomplishments and quality of the management team you will be able to differentiate the health care franchises brand value and integrity. This knowledge will allow you to assess the opportunity for revenue growth and return on investment.

OrthoNOW is a forward thinking, community-centric franchise that prides itself on providing exceptional patient care and giving back to the community. Take a moment to meet our management team and learn how their disruption of traditional medical delivery methods will provide you with an entry point into the 42 billion dollar a year orthopedic industry

healthcare franchise ceoDr. Alejandro Badia — Founder and CEO

Dr. Badia is responsible for monitoring the future growth of OrthoNOW. With his experience as a respected orthopedic surgeon and as a franchise owner, he knows what it takes from both the clinical and business side to create success. He is an altruistic and passionate visionary, who combines his pursuit of scientific and clinical excellence with the desire to give back to the community. He is dedicated to ensuring that OrthoNOW is maintaining the highest level of care and integrity within its community.




healthcare franchise cfoJustin Irizarry — Chief Financial Officer

Justin holds a B.A. in Economics from Cornell University, where he was a 4-year varsity baseball scholar-athlete, and a M.B.A. from The Wharton School at The University of Pennsylvania, where he was a Joseph Wharton Fellow. In addition, he has earned the right to use the Chartered Financial Analyst® (CFA) designation, the most respected and recognized investment designation in the world. Justin has more than 13 years of experience acting as a trusted advisor and interim executive for a wide range of companies. His diverse business experience has led him to advise for boards of directors and senior management teams in the education, information, digital real estate, medical, and technology industries. Justin started his career on Wall Street with the Education and Information Group at Scott-Macon, Ltd. As the Vice President of Scott-Macon, he was responsible for sourcing and executing transactions in the $50 – $300 million range. Justin joined OrthoNOW® in 2010 and started the Franchise with Dr. Alejandro Badia in 2012. In addition to his role as Co-Founder &CFO, he serves as the Director of Operations of OrthoNOW® Doral.   

Justin remains active with his alma mater and serves as a volunteer mentor to incoming freshman as part of the university’s Alumni-Student mentoring program and as a university interviewer for South Florida applicants to the university.  Justin was recently named a Top 40 Under 40 by South Florida Business Journal for his contributions to the South Florida community as the CFO and Co-Founder of OrthoNOW®, the nation’s only network of orthopedic urgent care centers, and for his work in developing and activating a business model that changes how South Floridians access expert orthopedic care on-demand and at a cost-effective rate.






healthcare franchise treasurerSusan Badia Rylander — Treasurer

Susana is responsible for monitoring the finances of the franchise as well as developing financial plans that allow for future growth and expansion. She also provides potential franchisees with the list of pre-approved lenders and is available to answer questions and guide them through that process.




healthcare franchise chief development officerChristine Dura, M.Ed. — Chief Development Officer

Christine has over 25 years of quantifiable executive management and franchise related leadership experience within the US and internationally with notable franchise startups in the service, technology, retail, food, health and wellness, financial service, medical care, technology and professional services.   As a Senior Franchise Executive and Entrepreneur, Ms. Dura has been both an individual contributor and has successfully led world-class teams.

Ms. Dura excels at partnering with all core business operations to significantly increase the company’s foot print, expand market share, and generate sustainable revenue and EBIT gains.  Her proven successes, combined with her Master Degree in Training and Development, have shaped Ms. Dura’s uncanny ability to identify opportunities, build mutually rewarding partnerships and produce remarkable results. 

In addition, as a four-time Master and Unit Franchise Owner, Ms. Dura is in a very unique position to leverage her experiences and reputation at all levels in franchising along with her vast personal and professional investor network to drive immediate and long term results.   As OrthoNOW’s Chief Development Officer her role is to identify critical gaps in franchise growth and implement strategies to drive results. Her unique background allows her to leverage past experiences and solid reputation to spearhead OrthoNOW’s national expansion plans.





healthcare franchise VP of operations and marketing

Eric Rylander — VP of Operations and Marketing

Eric is responsible for creating and monitoring OrthoNOW’s brand. He oversees marketing campaigns and helps create tools to support franchisees. He also plays an important role in the research of available territories and population demographics for each new location.







healthcare franchise clinical operations directorThelma Cela – Director of Clinical Operations

Thelma holds a degree in Psychology from the University of Miami. She has over two decades of experience in the healthcare industry and has previously held senior positions in such leading organizations as Leon Medical Centers and Mercy Hospital. As  the Director of Clinical Operations she is responsible for clinical policies and procedures and monitoring healthcare policy changes.linkedin-button



healthcare franchise consultant


Hossein Kasmai — CEO of Franchise Creator and OrthoNOW® Franchise Consultant

Hossein is a consultant for OrthoNOW. He assists in territory mapping and development of marketing tools, training and other structural support offered to each new franchise owner.






healthcare franchise marketing partnerArminda “Mindy” Figueroa — Founder and President of L2L and Marketing Partner of OrthoNOW®

L2L is a marketing firm specializing in healthcare and franchising. She and her team assists OrthoNOW in generating marketing and communication campaigns designed to grow the brand.