Your May 2026 Marketing Playbook

Your May 2026 Marketing Playbook

Physio & Osteo Clinics | Ready-to-Launch Campaigns, Events & Promotions

There are a lot of ideas in this guide, and that's intentional; we want you to have plenty to choose from. But please don't try to do it all. Our advice? Have a read through, see what resonates with your audience or excites you most, pick ONE campaign to focus on this month, and do it well. One campaign executed consistently will always outperform five done half-heartedly.

A quick note if you're outside the UK - some of the sporting events in this guide are UK-specific, but we've flagged these clearly throughout. The awareness day campaigns, voucher ideas, and patient education content work brilliantly wherever you're based.

May is a genuinely international month - most of the sporting events (Giro d'Italia, Vuelta a Espana, UEFA Champions League, French Open, PGA Championship) have huge global audiences. If you're based outside the UK, skip the UK-only sections and focus on the international hooks - there is more than enough here for any clinic, anywhere.

Looking for year-round ideas? Visit the Co-Kinetic Content Calendar - updated month by month for clinics worldwide.

May 2026 at a Glance: Key Dates & Hooks

17 events in May 2026, 16 with Co-Kinetic campaigns. Use this as your quick-reference planning calendar for the month.

Sporting Events

Health Awareness Days & Months

For the full year of dates, visit the Co-Kinetic Content Calendar.

Campaign 1: Cycling Month - Giro d'Italia & Vuelta a Espana

International - Cycling is one of the most globally followed sports. This campaign works for any clinic, anywhere.

May is the biggest month of the year for road cycling, with three overlapping Grand Tour events: the Vuelta a Espana (Women) running 3-10 May, the Giro d'Italia (Men) running 8-31 May, and the Giro d'Italia (Women) finishing on 28 May. Cycling is also surging in participation - millions of people across the world are back on their bikes this spring, which means cycling injuries, bike fits, and overuse complaints are arriving at clinic doors right now.

One Cycling Injuries Campaign covers all three events. You don't need three separate campaigns - launch it once in the first week of May and let it run all month.

Ideas for Your Clinic

Patient Education Content

The Cycling Injuries Campaign gives you ready-made blog and social content, but here are the specific angles to push in May:

• Blog: 'The 8 most common cycling injuries and how to prevent them' - covers road and leisure cyclists, not just racers
• Blog: 'Knee pain on the bike - is it your fit or your training?'
• Blog: 'Returning to cycling this spring - what your body needs before your first long ride'
• Social: Giro d'Italia stage highlights as hooks - 'Stage 3 winner covered 180km today. Here's what that does to your knees, hips, and lower back'
• Social: 'Are you back on your bike this spring? Here are the five injury warning signs you should never ignore'

Lead Generation & Vouchers

• Cycling MOT voucher: A bike-fit and injury screening offer - 'Get race-ready this May'. Promote to local cycling clubs and via social.
• Free injury screening: Partner with a local cycling club to offer free assessments in the lead-up to the Giro. Great for lead generation and community presence.

Events

• Cycling Injury Prevention Workshop: Host an evening at a local cycling club covering common injuries, warm-up routines, and bike-fit basics. Film it for social content.
• Local sportive partnership: Many areas run spring sportive events in May. Offer your clinic as the physio support partner - great for visibility and new patient acquisition.

Create your Cycling MOT voucher: How to Create a Voucher in Co-Kinetic

Add your cycling clinic event and voucher to the Co-Kinetic Newsletter Widget to reach your email list and keep your website fresh all month.

Campaign 2: Football Finals Season - FA Cup & UEFA Champions League

International - The FA Cup and UEFA Champions League Finals are watched by hundreds of millions globally. This campaign works for any clinic worldwide.

The last two weeks of May are dominated by football's biggest showpieces. The FA Cup Men's Final is on 16 May, the UEFA Women's Champions League Final on 23 May, and both the UEFA Men's Champions League Final and the FA Cup Women's Final fall on 28 May. Four major finals in less than two weeks means four spikes of football fever - and a huge opportunity to reach footballers at every level, from grassroots club players to parents watching their kids on a Sunday morning.

Football injuries are among the most common presentations in physio and osteo clinics. Ankle sprains, knee ligament injuries, hamstring strains, and groin problems are all highly searchable and highly relatable. The Women's Champions League and FA Cup Women's Final are also an excellent hook for reaching female athletes.

Ideas for Your Clinic

Patient Education Content

• Blog: 'The 5 most common football injuries - and what to do if you get one'
• Blog: 'Ankle sprains in football: why walking it off is the worst thing you can do'
• Blog: 'Women in football - the injury risks that are different for female players and why they matter'
• Social: Finals week reactive content - 'That looked like a serious hamstring. Here's what the rehab journey looks like'
• Social: 'Playing five-a-side this weekend? Here's how to warm up properly and avoid becoming a statistic'

Lead Generation & Vouchers

• Football Recovery Package voucher: Sports massage plus movement screen for grassroots footballers. Promote in the week before the finals when football is everywhere.
• Women's Football MOT: Timed to the UEFA Women's CL Final and FA Cup Women's Final on 28 May - a discounted injury screening for female footballers.
• Local football club partnership: Reach out to local amateur clubs with a free resource leaflet pack and an end-of-season injury screening offer.

Events

• End-of-Season Football MOT Clinic: Late May is perfect timing - players are finishing their seasons and thinking about pre-season fitness. Position your clinic as the natural recovery and rehab partner.
• Women's Football Injury Prevention Talk: Partner with a local women's team for a free post-season session on ACL prevention, ankle stability, and off-season rehab.

Create your Football Recovery Package voucher: How to Create a Voucher in Co-Kinetic

Use the Co-Kinetic Newsletter Widget to promote your football content and Finals season offers to your email list in one send.

Campaign 3: Mental Health Awareness Week + National Walking Month

Mental Health Awareness Week (11-17 May) is UK and US. National Walking Month is UK. The 'movement for mental health' message works globally for any clinic.

Mental Health Awareness Week (11-17 May) and National Walking Month (all of May) are a natural pairing. The message is simple, powerful, and backed by evidence: moving your body - even a 20-minute walk - improves mood, reduces anxiety, and relieves the physical symptoms of stress. For physio and osteo clinics, this is a rare opportunity to speak to a very broad audience, far beyond your typical sports injury patient.

National Walking Month is also an ideal hook for gait assessments, osteoarthritis education, and community partnerships with local walking clubs - all of which generate warm, local leads with a low barrier to entry.

Ideas for Your Clinic

Patient Education Content

• Blog: 'Walk your way to better mental health - what the research actually says'
• Blog: 'Movement as medicine: how regular walking changes your brain and your body'
• Blog: 'Is walking enough? What your body needs before you build up your miles'
• Blog: 'Osteoarthritis and walking - why movement is the best thing you can do'
• Social: Mental Health Awareness Week daily posts - 'Did you know that 20 minutes of walking reduces cortisol by up to 15%? Here's how to make it a habit'
• Social: 'It's National Walking Month. We're challenging our patients to 20 minutes a day. Here's what happens to your body when you do'

Lead Generation & Vouchers

• Free Gait Assessment offer: 'Walking more this May? Let us check your gait for free.' A low-barrier offer that generates warm leads and demonstrates clinical value.
• Stress & Tension massage voucher: 'Mental health starts in the body - treat yours.' A massage or holistic wellbeing voucher for Mental Health Awareness Week.
• Wellbeing gift voucher: Position holistic wellbeing or relaxation sessions as a Mother's Day gift (relevant for AU/US subscribers on 10 May).

Events

• Free Gait Assessment at a Local Walking Club: National Walking Month is the perfect moment to approach your local walking group or Parkrun and offer free assessments. Community-facing, low-cost, high-visibility.
• Mental Health Awareness Walk: Host or sponsor a local walk during Mental Health Awareness Week. Simple to organise, great for social content, and positions your clinic as a community health hub.
• Workplace wellbeing talk: 'How movement improves mental health at work' - pitch to local employers during Mental Health Awareness Week. Strong corporate lead generation opportunity.

Create your Free Gait Assessment or Stress Awareness voucher: How to Create a Voucher in Co-Kinetic

Use the Co-Kinetic Newsletter Widget to build your Mental Health Awareness Week email - combine your walking challenge, gait assessment offer, and wellbeing blog all in one send.

Campaign 4: Golf Injuries - PGA Championship (11-17 May)

International - The PGA Championship is one of golf's four Majors and is watched globally. This campaign works for any clinic with golfers in their community.

The PGA Championship at Quail Hollow (11-17 May) is the second Major of the year and arrives just a month after The Masters. For amateur golfers, this is the height of early season play - they're out on the course regularly now and the injury risk is rising fast. Back pain from repetitive swinging, golfer's elbow, shoulder strain, and hip tightness are all showing up in clinics right across the spring.

This is also a brilliant opportunity to build relationships with local golf clubs that will pay dividends all year round. A simple introductory offer or a free injury assessment event can establish your clinic as the go-to physio partner for the whole club.

Ideas for Your Clinic

Patient Education Content

• Blog: 'Golfer's elbow vs tennis elbow - what's the difference and what should you do about it?'
• Blog: 'The 5 most common golf injuries of the spring season and how to prevent them'
• Blog: 'Lower back pain and golf - why your swing might be the problem and how physio can help'
• Social: PGA Championship week content - 'The pros make it look effortless. Here is what your body needs to do the same'
• Social: 'Playing more golf this spring? These are the warning signs your body is sending you - and what to do about them'

Lead Generation & Vouchers

• Golf Swing MOT voucher: A biomechanical screen and injury risk assessment for golfers. 'Is your swing costing you your game?' Promote to local golf clubs and via social during PGA week.
• Golf club leaflet drop: Leave patient resource leaflets in the clubhouse - covers common golf injuries and your contact details. Simple, targeted, effective.
• Spring golf season offer: A discounted first assessment for new golf patients in May. Promote via local club newsletters and social media.

Events

• Golf Injury Prevention Evening: Host a free session at a local golf club covering warm-up, the most common swing-related injuries, and how to prevent them. Position yourself as the club's recommended physio. Film it for social content.
• PGA week pop-up screening: Offer short drop-in assessment slots at your clinic during PGA Championship week - 'Free 15-minute golf injury check while the PGA is on'.

Create your Golf Swing MOT voucher: How to Create a Voucher in Co-Kinetic

Use the Co-Kinetic Newsletter Widget to promote your golf content, PGA week events, and spring offers to your email list.

Bonus Quick Wins - Other May Opportunities

These events don't need a full campaign but each represents a strong content or voucher moment if they're relevant to your clinic and patient base.

World Ovarian Cancer Day - 8 May

International. An opportunity to create content around women's health and active living - linking exercise, pelvic health, and physiotherapy. Particularly relevant for clinics with a women's health specialism. Co-Kinetic campaign available: Women's Health through Active Living.

Access the Women's Health Campaign

International CFS Day + Fibromyalgia Awareness Day - 12 May

International. Both CFS (Chronic Fatigue Syndrome) and fibromyalgia are conditions where physiotherapy and movement therapy play an important but often underappreciated role. Publishing content on either or both on 12 May can reach patients and carers who are actively searching for help and may never have considered physio as part of their management. Co-Kinetic campaigns available: Low Back Pain, Post-Viral Fatigue, Fibromyalgia.

• Blog: 'CFS, fibromyalgia and physio - how gentle movement therapy can make a real difference'
• Social: 'Today is International CFS and Fibromyalgia Awareness Day. These are two of the most misunderstood conditions we see in clinic - here is how we can help'

Access the Fibromyalgia Campaign

Mother's Day - 10 May (AU and US only)

Australia and United States only. UK Mother's Day was in March. For Australian and US subscribers, a massage or wellbeing session makes a thoughtful, health-focused gift. Co-Kinetic campaigns available: Massage Gift Voucher.

Create a Mother's Day Gift Voucher

French Open Tennis - 18 May to 7 June

International. The French Open starts on 18 May and runs into June, giving you a hook that bridges two months. Tennis injuries - shoulder, elbow, knee, ankle - are common in both competitive and recreational players. This is a great campaign to start in late May and carry through to the June playbook. Co-Kinetic campaign available: Tennis Injuries.

Access the Tennis Injuries Campaign

Promote all your bonus quick wins via the Co-Kinetic Newsletter Widget in your May email send.

The Co-Kinetic Newsletter Widget - Your Monthly Email in Minutes

The Newsletter Widget pulls together a professional, branded email newsletter for your patients without starting from scratch each month. For May, you could include all of the following in a single, well-formatted send:

• Your cycling clinic or football end-of-season MOT event
• Your Cycling MOT, Golf Swing MOT, or Football Recovery Package voucher offer
• A link to your latest blog post from one of the Co-Kinetic campaigns
• Your Mental Health Awareness Week gait assessment or wellbeing offer
• Any new staff, clinic news, or patient success stories

The widget also works on your website - add it as a homepage feature or sidebar element to keep your site fresh with current, relevant content automatically. No manual updates needed.

Your May Quick-Win Checklist

Pick one campaign as your main focus, then add one or two bonus quick wins from the list above. Here is a week-by-week guide to timing:

Week 1 (1-10 May) - Cycling & Walking

• Launch the Cycling Injuries Campaign: publish your first blog post and activate your lead generation page
• Publish your National Walking Month content and share your 20-minutes-a-day challenge on social
• World Ovarian Cancer Day on 8 May: share your women's health and active living content
• Mother's Day 10 May (AU/US only): promote your massage gift voucher via email and social

Week 2 (11-17 May) - Golf, Mental Health & Rugby Finale

• Launch the Golf Injuries Campaign: publish your golf blog and activate social content for PGA Championship week
• Mental Health Awareness Week (11-17 May): publish your movement and mental health blog, run your daily social posts, and promote your gait assessment offer
• Pitch a workplace wellbeing talk to local businesses for Mental Health Awareness Week
• Women's Six Nations concludes 17 May: final push on your rugby injury prevention content
• CFS + Fibromyalgia Awareness Day 12 May: share your awareness content on social

Week 3 (18-24 May) - Football Finals Begin & French Open

• Launch the Football Injuries Campaign: publish your football blog ahead of the FA Cup Men's Final (16 May) and activate social content
• French Open starts 18 May: launch or tease your Tennis Injuries campaign - carries into June
• Promote your Football Recovery Package voucher ahead of Finals fortnight
• UEFA Women's Champions League Final 23 May: push your women's football content and Women's Football MOT offer

Week 4 (25-31 May) - Big Finals Weekend & Newsletter

• UEFA Men's CL Final + FA Cup Women's Final both on 28 May: run your football reactive social content on the day
• Giro d'Italia Women finishes 28 May: final push on your cycling content and voucher offer
• Send your May newsletter via the Newsletter Widget - round up your events, voucher offers, blog content, and any clinic news in one send
• Plan your June campaign: French Open tennis runs all month - your June playbook is already starting

All Co-Kinetic Tools Referenced in This Guide

Everything you need to execute your May marketing plan is already inside your Co-Kinetic subscription:

Right, Where Do You Start?

May gives you more marketing material than almost any other month - three Grand Tour cycling events, four football finals, a golf Major, Mental Health Awareness Week, National Walking Month, and a clutch of international health awareness days. It can feel overwhelming, which is exactly why we say: pick one campaign, do it well, and let your Co-Kinetic tools handle the content.

If you're unsure which to choose, ask yourself: who are the majority of my patients this month? Cyclists and active adults? Lead with the Cycling campaign. Footballers and team sport players? The Football Finals campaign is your moment. Patients with stress, anxiety, or chronic pain? Mental Health Awareness Week and National Walking Month speak directly to them.

Whatever you pick, the content is built, the emails are ready, the social posts are waiting, and the lead generation page is already branded to your clinic. Your job is simply to press go.

And when June comes around, your Co-Kinetic Content Calendar will have the next playbook waiting for you.