PrimaryMD Caps Each Care Team at 150 Members and Charges $18,000 a Year. Its New SoHo Office Holds Three Teams.

PrimaryMD will open its New York flagship at 430 West Broadway in SoHo next month, and the press release carries two numbers that explain the whole business. Each care team serves no more than 150 members. Membership costs $18,000 a year.

That works out to $1,500 a month. The company’s own SoHo page opens with “A medical home in SoHo, built around you.”

What a team is

The unit PrimaryMD sells is a team, and the release names its members: a lead physician, an exercise physiologist, a medical assistant and a care coordinator. Four people for every 150 members. Members get same-day access to that team and unlimited visits through the year.

The SoHo office is about 2,000 square feet indoors with a 1,300-square-foot patio. It is designed to hold up to 450 members across three care teams, and the company says the location already has a waitlist. The release also says no more than two members are in the space at a time, and there is no waiting room.

On-site testing covers body composition, VO2 max, resting metabolic rate, blood draws and force-plate testing. The SoHo page describes rooms “made for two-hour visits rather than fifteen-minute ones,” along with a two-hour intake.

One add-on stands out. Membership includes yearly access to Sollis Health as an urgent-care benefit. The SoHo page splits the clock: the PrimaryMD team handles same-day care during regular hours, and after hours, urgent care runs through “our partner Sollis Health.”

PrimaryMD was founded in San Francisco in 2024 by CEO Daniel Yuabov and Chief Medical Officer Dr. Sukhjit Takhar. It already runs a Hudson Yards office at 503 West 35th Street, which stays open. The release says it sells membership to “individuals and employees.”

The arithmetic, at list price

These figures are DPC Insider’s multiplication of the published price by the published caps. They assume every slot is full and every member pays list. Neither is guaranteed.

• One full team: 150 members at $18,000 is $2.7 million a year.
• The full SoHo office: 450 members at $18,000 is $8.1 million a year.

Now the same exercise for direct primary care. The American Academy of Family Physicians says DPC monthly fees “generally range from $50 to $100” and gives an average panel of 413. Multiply 413 patients by $600 to $1,200 a year and you get roughly $248,000 to $496,000 in membership revenue for a full DPC panel.

So PrimaryMD’s per-member price is 15 to 30 times the AAFP range. Its panel per team is a little over a third of the average DPC panel. Its revenue per team, at full enrollment, comes out at about five to eleven times a full DPC panel’s.

That gap pays for things a solo DPC office usually doesn’t carry. An exercise physiologist on every team. A VO2 max lab. An after-hours urgent-care partner. Rent on a second-floor SoHo space with a terrace.

Same lever, different price

Smaller panels are the idea DPC and concierge practices share. Both trade volume for time, and both charge a recurring fee to fund the trade. Where they part is how small the panel gets and who it is priced for.

PrimaryMD isn’t the high end of this market, either. Last month DPC Insider covered Private Medical’s Greenwich office, which was set to open October 1 with panels capped at 100 patients or fewer per physician and adult memberships starting at $45,000 a year. Put the two side by side and the pattern is plain: each step down in panel size comes with a large step up in price.

If you run a DPC practice at $75 a month with a panel in the 400s, you might read this and feel underpriced. That is a different business, though. A 413-patient panel at AAFP’s range can be reached by a teacher, a contractor or a small employer’s whole staff. A 150-member team at $18,000 a year cannot, and nothing in the PrimaryMD release suggests it is trying to be.

What To Watch

The SoHo office opens in November. The first useful signal is how fast it fills its 450 slots, and whether the company opens a second or third team on schedule or holds at one. A waitlist ahead of opening is a claim in a press release, and enrollment numbers would be the test of it.

The second is the employer channel. PrimaryMD says it provides membership care for “employees,” and the release names no employer clients. At $18,000 a head, a named employer and the number of staff it covers would show who that benefit is meant for. DPC practices sell to the same HR departments at a fraction of the price.