When Dr. Michael Henderson and his family vacationed in Northwest Arkansas, they found a vibrant community and an opportunity to make a meaningful impact. That discovery led to the January 2025 opening of Trails to Health Functional and Integrative Medicine in Bentonville, a practice that’s reshaping how patients approach chronic health conditions.
Dr. Henderson brings impressive credentials to his practice: board certification in both Family Medicine and Lifestyle Medicine and is on faculty at the Alice L. Walton School of Medicine. But what sets Trails to Health apart is its philosophy—combining conventional medical expertise with functional medicine’s root-cause approach to create truly personalized treatment plans.
“We focus on comprehensive, evidence-based care without the typical time constraints or insurance limitations,” Dr. Henderson explains. This concierge model allows for in-depth examinations and the development of holistic treatment strategies that address underlying causes rather than just managing symptoms.
The transition from medical professional to practice owner presented specific challenges. After recognizing the community need during that initial visit, he and his wife took what he calls “a leap of faith” to establish their practice in an unfamiliar market.
Recognizing the gap in his business knowledge, Dr. Henderson contacted the Arkansas Small Business and Technology Development Center at the University of Arkansas (ASBTDC, UA) for guidance. This decision proved transformative for his startup journey.
Mary Beth Brooks, an ASBTDC business consultant, became Dr. Henderson’s partner in developing the business framework. Her expertise proved invaluable in areas far beyond his medical training: industry analysis, consumer behavior patterns, market research, and competitive positioning.
Perhaps most critically, Brooks helped create membership and forecasting models that would sustain the practice’s unique concierge approach. These financial projections became the foundation for everything from pricing strategies to staffing decisions.
The collaboration extended beyond numbers and market analysis. Dr. Henderson also worked with Rachel Majors, ASBTDC’s marketing consultant, to develop effective outreach strategies. Majors provided guidance on brand positioning, website development, and community engagement tactics—from strategic business card placement to identifying high-impact networking events and building industry relationships.
Trails to Health has quickly identified the most pressing health concerns in their region. Four conditions dominate patient visits: perimenopause, thyroid dysfunction, insulin resistance, and pediatric eczema. Dr. Henderson’s approach emphasizes education as much as treatment—40% of patient interactions involve teaching clients about their conditions and wellness strategies. This educational component aligns with the practice’s core mission: achieving optimal wellness, preventing illness, and increasing patient vitality through primary care, preventative medicine, and evidence-based lifestyle practices.
The practice operates on a membership model that offers various plan options, ensuring accessibility while maintaining the personalized attention that defines functional medicine. Each patient receives individualized treatment plans and continuous support—a stark contrast to traditional healthcare’s rushed appointments and one-size-fits-all approaches.
This model addresses a growing frustration among patients who feel unheard in conventional medical settings. By removing insurance constraints and time pressures, Dr. Henderson can focus entirely on patient outcomes and long-term wellness goals.
Reflecting on his startup experience, Dr. Henderson credits ASBTDC with keeping him focused on essential priorities. “ASBTDC is an incredible resource,” he notes. “Mary Beth and Rachel helped me stay focused on what was most important.”
While Dr. Henderson understood healthcare delivery, he needed expertise in market analysis, financial modeling, and strategic marketing—areas where ASBTDC’s consultants provided crucial support.
Just months after opening, Trails to Health demonstrates how the right combination of medical expertise, community focus, and business acumen can create sustainable healthcare solutions. Dr. Henderson’s practice fills a genuine gap in the regional healthcare landscape while building a financially viable business model.
As Trails to Health continues growing its patient base, the practice stands as a model for healthcare professionals considering similar ventures—demonstrating that with proper guidance and community focus, medical expertise can evolve into successful entrepreneurship.
Trails to Health
820 S. Walton Blvd, Suite #3
Bentonville, AR 72712