10X Health System

The vendor opportunity at 10X Health System

10X Health System presents a compact, corporate-controlled opportunity for software vendors. The system consists of 7 total units, all of which are company-owned. No franchised locations are reported in the 2023 FDD, and year-over-year unit growth is not disclosed. This means the addressable market is limited to these 7 sites, with no near-term expansion visible in the filing. For a vendor, the sales motion is straightforward: you are selling into a single corporate entity, not a dispersed network of franchisees.

Average unit volume (AUV) is not disclosed in the FDD, so revenue-based sizing is unavailable. The royalty rate is 12.0%, and the initial franchise term is 10 years, though these metrics are less relevant given the absence of franchised operators.

Who controls software purchasing

The 2023 FDD identifies a lean leadership team. Brandon Dawson serves as Chief Executive Officer, and Natalie Workman is President. Scotty Geiger holds the title of Director of Franchise Operations, and Dr. Carrie Carda is the Medical Director, with Dr. Ashlee Edwards as Director of Wellness. In a 7-unit, company-owned system, software purchasing authority almost certainly sits with Dawson and Workman, with Geiger likely influencing operational tool decisions. There is no CIO or dedicated technology executive listed, so initial outreach should target the CEO and President.

Mandated and current tech stack

10X Health System mandates Dr. Chrono for both EMR and technology, as disclosed in the FDD. This is the only named system in the available data. Dr. Chrono serves as the core operational platform, covering electronic medical records and broader technology functions. Vendors offering complementary solutions—such as patient engagement, billing optimization, or wellness tracking—should position their products as integrations with or enhancements to Dr. Chrono, not replacements, unless they can demonstrate a compelling rip-and-replace value proposition to HQ.

No other mandated or recommended systems are disclosed. The absence of a named POS, scheduling, or marketing platform may indicate either reliance on Dr. Chrono modules or open gaps that a vendor could fill, but this is speculative without further data.

Procurement, renewals, and timing

The FDD does not include an Item 8 procurement extract, so the formal supplier designation process—whether designated, approved, or open—is not disclosed. In practice, with only 7 company-owned units, procurement is likely informal and centralized. Vendors should expect a direct evaluation by the executive team rather than a formal RFP process.

Franchise agreement renewals are governed by Item 17, which requires a renewal fee of 25% of the then-current initial franchise fee and a 10-year term. However, since there are no franchised operators, renewal-driven software evaluation cycles do not apply. The sales window is always open, contingent on HQ priorities and budget cycles, about which the FDD provides no information.

How to read the 10X Health System FDD

The full 2023 FDD is embedded below. For software vendors, the critical sections are Item 11 (franchisor's obligations), where the Dr. Chrono mandate is detailed, and Item 1 (the franchisor and any parents, predecessors, and affiliates), which lists the executives who control purchasing. Item 17 (renewal, termination, transfer, and dispute resolution) outlines the 10-year term and renewal conditions, though its relevance is diminished here. Item 8 (restrictions on sources of products and services) is absent from our extract, so procurement rules remain opaque. Review these sections to validate the decision-maker list and tech mandates before building your pitch. For a ranked target list of franchise systems matched to your software category, talk to FranCloud.