Strategic Investment to Fuel Growth and Expansion
Fulcrum Equity Partners, an Atlanta-based growth equity firm, has officially entered the substance use disorder (SUD) treatment space with the acquisition of Defining Wellness Centers, a Jackson, Mississippi-based addiction treatment provider.
After a multi-year search for the right investment opportunity in behavioral health, Fulcrum identified Defining Wellness as a strong fit for its portfolio. The company plans to use this acquisition to scale operations, enhance treatment programs, and expand geographically.
A Targeted Approach to Behavioral Health Investment
Fulcrum specializes in healthcare services and B2B technology, typically investing between $5 million and $30 million in growth-oriented companies. With a rigorous selection process, the firm evaluates nearly 1,200 potential deals annually, closing only around three investments per year, according to Fulcrum partner Tom Greer.
Defining Wellness stood out due to its 26-acre treatment campus, strong clinical programs, and in-network insurance model, which aligns with Fulcrum’s strategy of prioritizing financially sustainable healthcare assets.
Currently, Defining Wellness serves approximately 95 to 100 patients per month, with 95% of its services covered by in-network insurance. This payer-friendly structure was a critical factor in Fulcrum’s decision to move forward with the deal.
New Leadership and Expansion Plans
As part of the acquisition, Drew Rothermel has been appointed as the new CEO of Defining Wellness Centers. Rothermel brings extensive leadership experience in the behavioral health sector, having previously held executive positions at Caron Treatment Centers and Origins Behavioral HealthCare.
Under Rothermel’s leadership, Defining Wellness will:
- Refine and enhance existing treatment programs
- Expand services to additional locations
- Leverage a de novo strategy for organic growth
- Explore M&A opportunities for further expansion
“The community here is desperate for a strong treatment provider that not only meets patient needs but also advocates for greater access to care,” said Rothermel. “We know how to build that model and are excited for what’s ahead.”
Scaling with a Proven Growth Model
Fulcrum’s approach to expansion will mirror its previous success with Addiction Campuses, where the firm transformed properties such as former boarding schools, resorts, and corporate retreats into high-end residential treatment centers.
“We’ll identify locations that match our vision and, if necessary, adapt them into ideal treatment environments,” Greer explained. “We’re taking the same game plan and applying it here for de novo expansion.”
A Full Continuum of Care with Future Service Expansion
Defining Wellness currently offers a comprehensive continuum of care, including:
- Medical detox
- Inpatient rehabilitation
- Partial hospitalization (PHP)
- Outpatient programs (OP)
Looking ahead, Fulcrum is considering broadening Defining Wellness’ scope to include additional behavioral health services, particularly in eating disorder treatment—a sector where demand significantly outpaces available resources.
“We’re actively seeking the right opportunity in eating disorders,” Greer noted. “The demand is far greater than the current supply, and integrating that into Defining Wellness could create a more comprehensive behavioral health organization.”
The Road Ahead: A Nationwide Footprint in Addiction Treatment
With Fulcrum’s backing, Defining Wellness Centers is poised for rapid growth and strategic expansion. By enhancing existing programs, expanding to new locations, and potentially diversifying services, the organization aims to become a leader in the SUD treatment landscape.
As Fulcrum continues its investment push into behavioral health, this acquisition sets the stage for long-term impact in addiction treatment and greater accessibility to high-quality care.
 treatment space with the acquisition of Defining Wellness Centers){kind=link}