What If Your Pain Isn’t the Problem? Physio Mana Shigematsu on Strength That Lasts

In this episode of The Meaningful Marketing Podcast, I sit down with my own physiotherapist, Mana Shigematsu, to talk about something most people in pain never hear:

👉 What if your pain isn’t actually the problem… it’s a signal?

👉 And what if the real solution isn’t more rest, more stretching, or another quick fix — but getting stronger in body and mind?

Mana is the founder of Ikaika Integrated Recovery and Performance on the Gold Coast. He works with athletes, active humans and people with long-term pain who are tired of band-aid solutions.

In this recap, we’ll walk through his story, his philosophy on physiotherapy for chronic pain, how he built a warrior-inspired brand, and what he’s doing in marketing by simply being fully himself.

From Misdiagnosed Teenager to Strength-Based Physio: Mana’s Story

Mana didn’t grow up dreaming of being a physio.

At 15, he had a serious knee problem. His kneecaps kept subluxing (popping in and out) because the groove they sat in was too shallow. This tore ligaments and left his knees unstable.

For five years, he was misdiagnosed with “just a bone bruise.”

During that time:

• His sport performance derailed

• His confidence took a hit

• He did the standard “boring band exercises” that didn’t feel tailored

• He felt deep down, “This isn’t going to fix it.”

 

That frustration planted a seed.

He realised physiotherapy existed as a profession only because he had to see a physio. Eventually, he thought:

“I could do this. This would be a cool job.”

But like many teenagers, he didn’t go straight there.

He was told, “You’re good at maths, you should do engineering.”
So he studied engineering. And hated it.

Eventually, he pivoted:

• Studied exercise science in Colorado

• Applied for physio school in California in 2014 and got rejected

• Walked away from the physio dream for a while

• Came back more committed and mature

• Got into Bond University and completed his Doctor of Physiotherapy in 2019

• Opened his practice a few years later on the Gold Coast

 

That experience — injury, misdiagnosis, cookie-cutter rehab, rejection and persistence — now shapes how he approaches physiotherapy for chronic pain and performance.

Why Mana Built Ikaika: Strong Body, Strong Mind, Warrior Energy

The name of Mana’s clinic is Ikaika Integrated Recovery and Performance.

“Ikaika” means strong in Hawaiian.

Mana grew up on the island of Kauai in Hawaii, in a tiny town without even a traffic light. His roots matter to him, and they’re woven into his brand.

In Hawaiian culture, Ikaika was also used to describe the ancient warriors. The logo of his business is a Hawaiian warrior helmet. For Mana, it symbolises:

• Protection

• Strength

• Courage

• Resilience

 

He doesn’t just want to help people get out of pain. He wants them to feel like warriors again — physically and mentally.

He talks about being truly holistic, not just using it as a buzzword:

• Yes, he works on physical strength.

• He also works on confidence, mindset and nervous system regulation.

• He helps athletes clear the mental doubt on return to sport.

• He supports people with chronic conditions to stay in the game when it would be easy to give up.

 

His version of physiotherapy for chronic pain is not “lie down and let me fix you.”
It’s: “We’re doing this together. You are part of the process.”

How Mana Acts as My Physio (And What That Says About His Approach)

In the episode, we flip the script and talk about my back.

I’ve been seeing Mana for 2–3 years for recurring back issues. I train hard, do a lot of volume, and my body sometimes reminds me I’m human. 😅

Mana’s take on my back:

• My glutes are lazy, my quads and front chain are dominant

• The “weak link” in the chain shifts stress into other areas

• My nervous system is overprotective of my lower back

• The solution isn’t “stop everything and rest forever”

 

Instead, our work looks like:

• Hands-on treatment to calm the nervous system

• Dry needling when needed

• Mobility and activation work

• Targeted strength exercises

• A program I can follow between sessions

 

The goal isn’t a magical one-off treatment.
The goal is resilience.

That’s the same lens he uses with all his clients — from athletes to everyday humans.

Why Mana Refuses to Be a “Fluffy” Physio: His Brand and Positioning

There are a lot of physiotherapists on the Gold Coast. So how do you stand out?

From the start, Mana knew what he didn’t want:

• No generic stick-figure logos

• No soft, pastel “floaty” branding

• No trying to appeal to everyone

 

He wanted his brand to feel:

• Strong

• Clear

• Direct

• Warrior-like

 

So he chose:

• A bold, black and green colour scheme (with some blue for warmth when needed)

• Strong fonts and sharp edges

• A logo with a warrior helmet

• Messaging that makes it clear he’s here to build strength, not sell quick fixes

 

He’s been told his branding might intimidate people.
His answer?

That’s ok.

He wants to attract the people who:

• Are ready to work

• Want long-term solutions, not “feel good for two days”

• Are willing to meet him halfway

 

That’s clever brand positioning for a physio: be crystal clear about who you are and who you’re for.

Physiotherapy for Chronic Pain: Why Mana Goes Against the “Quick Fix” Culture

In the health and wellness world, “holistic,” “integrated,” and “wellness” get thrown around a lot.

Mana’s point is simple:

Don’t just say holistic. Actually treat the whole person.

With physiotherapy for chronic pain, that means:

• Addressing the physical cause

• Rebuilding capacity and strength

• Working with the nervous system, not against it

• Tackling the mindset of fear, doubt and fragility

• Empowering people to become active participants in their recovery

 

He’s honest with clients:

• He’s not there to magically fix them overnight.

• They won’t get long-term change from passive treatments alone.

• They must do the work outside of sessions too.

 

It’s not always the easiest message to sell.
But it’s the most honest — and it attracts the right people.

How Mana Thinks About Marketing: Clarity, Content and Connection

Mana is the first to admit he doesn’t see himself as a marketing expert. He’s still learning, experimenting and growing.

But throughout the episode, a few clear marketing themes come through:

1. Clarity Before Content

It took him over a year to get clear on:

• What he stands for

• What kind of content he wants to share

• How he wants to make people feel

 

That clarity now guides his posts, stories and videos.

2. Value and Relatability Over Constant Selling

For marketing a physio business, he focuses on:

• Educational content (value and knowledge)

• Relatable content (mindset, real talk, behind the scenes)

• Occasional, honest promotion

 

He wants people to:

• Learn something from his posts

• Feel seen and understood

• Trust him before they ever book

 

3. Calling Out Myths and BS

Mana isn’t afraid to go against the grain.

He is happy to say:

• “No, that’s not how it works.”

• “This is the myth, and here’s what actually helps.”

 

That kind of content builds authority quickly because people can feel when you’re telling the truth, not just copying trends.

Why His Personal Brand Matters Too: Model, Athlete, “Stunt Man”

Mana doesn’t just talk about strength; he lives it.

Outside of the clinic, he:

• Competes in fitness and physique events

• Does modelling work

• Does extras / stunt-style work on film sets

• Trains hard and pushes his own limits

 

His social media isn’t just clinic shots. It’s:

• Training footage

• Personal reflections

• Motivational captions

• Stories about injury, setbacks and comebacks

 

He treats his own body like a test lab for what he teaches.
He has a rule for students and subcontractors:

“Don’t give someone an exercise you can’t do yourself.”

That practice-what-you-preach approach creates a powerful personal brand that supports his business brand.

The EmpowerFit Experience: Collaborative Marketing in Action

We also talk about Mana’s event, the EmpowerFit Experience — a health, wellness and fitness day he’s now run twice on the Gold Coast.

The first one came about when the team behind Gold Coast Swim Week asked him to create a wellness day as part of their program.

He said yes… then figured out how.

His goals:

• Bring communities together

• Showcase different experts

• Offer a day of real, practical value

• Use collaboration instead of big budgets

 

He:

• Chose key topics and then handpicked speakers

• Set it up as a collaborative event

• Offered speakers media coverage and all their raw footage

• Encouraged everyone to tag, share, and promote each other

• Offered affiliate-style revenue (20% of tickets or sponsors they brought in)

 

It’s a smart example of partnership marketing for service-based businesses — especially when you don’t have endless ad budgets.

And he’s still refining it each year: clearer expectations, better promo plans, stronger systems.

How to Connect With Mana Shigematsu and The Ikaika Method

If you’re on the Gold Coast and want a more strength-based approach to physiotherapy for chronic pain, injuries or performance, Mana is someone worth watching and working with.

💪 The Ikaika Method (Physio & Performance)
📸 Instagram: @theikaikamethod

✨ EmpowerFit Experience (Events)
📸 Instagram: @empowerfitexperience

👤 Personal
📸 Instagram: @manamatsu

Listen to the Full Episode

🎧 Episode: What If Your Pain Isn’t the Problem? Mana Shigematsu on Building Strength That Lasts
👉 Listen here

In the full conversation, you’ll hear more about:

• Mana’s injuries and surgeries (yes, six of them)

• How he keeps going anyway

• The deeper mindset behind resilience

• The funny “stunt man” story from a Godzilla/Kong film set

• How he balances being a physio, athlete, model and event host

 

If you’re in pain, stuck in a cycle of short-term treatments, or trying to build a brand that actually reflects who you are, this episode is for you.

Update your approach.
Update your strength.
And let your marketing match the real work you’re here to do.