Dynatronics Corporation (DYNT): Marketing Mix Analysis [Dec-2025 Updated]

You're looking at Dynatronics Corporation's recent results, and honestly, that $\mathbf{15.8\%}$ revenue drop to $\mathbf{\$27.39}$ million in fiscal year 2025, coupled with gross margins squeezing down to $\mathbf{21.9\%}$, definitely raises an eyebrow. As someone who's spent two decades dissecting balance sheets, I know that understanding why those numbers look the way they do requires drilling into the core strategy-the marketing mix. So, forget the jargon; here's the defintely precise breakdown of Dynatronics Corporation's Product, Place, Promotion, and Price as of late 2025, mapping out exactly where the pressure is coming from and where the opportunities for a turnaround might be hiding in their established brands like Bird & Cronin® and Hausmann®.

Dynatronics Corporation (DYNT) - Marketing Mix: Product

The product element for Dynatronics Corporation centers on its portfolio of restorative medical devices designed to accelerate optimal health for patients undergoing physical therapy, rehabilitation, orthopedics, pain management, and athletic training. You're looking at a company whose offerings are deeply embedded in clinical and athletic recovery settings.

The core offering is a wide range of restorative medical products. This portfolio is segmented across several key areas, reflecting the company's commitment to serving diverse clinical needs. For instance, their therapeutic modalities line includes specific equipment like the Dynatron Solaris Plus and the Dynatron 25 Series, alongside necessary consumables such as electrodes, gels, and lotions.

The product mix definitely includes therapeutic modalities, treatment tables, and orthopedic soft bracing. The treatment tables category is robust, featuring products like the Premium Treatment Table with H-Brace ("HTT"), which boasts a 500-pound weight capacity under normal use and is tested to 2,000-pound static load. Other equipment includes taping stations, weight racks, mat platforms, and parallel bars. The orthopedic soft bracing category saw a general reduction in demand in fiscal year 2025.

Dynatronics Corporation sells these products under established brands, notably Bird & Cronin® and Hausmann®. The company also markets products under other well-recognized names like Dynatron Solaris® and PROTEAM™. The acquisition of Hausmann Industries in 2017 strengthened their position in the physical therapy and athletic training space.

A key financial characteristic of the product structure is the lack of over-reliance on any single offering. You will note that no single product line generated over 10% of total revenues in fiscal year 2025. This diversification is a structural element of their revenue base, even as net sales for the full fiscal year 2025 (ending June 30, 2025) decreased 15.8% to $27,393,000.

Strategically, there is a clear move to control the supply chain for higher-margin items. Management is actively pursuing a strategic shift to internalize production of therapeutic modalities for better cost control and enhanced quality control. This is part of a broader optimization plan to focus on products manufactured by Dynatronics Corporation.

• Focusing on leveraging own manufacturing capabilities and brands.
• Aiming to reduce costs and enhance quality control for therapeutic modalities.
• Gross profit for fiscal year 2025 was $6,011,000, representing 21.9% of net sales.
• The company is actively pursuing an acquisition strategy to consolidate other manufacturers in its core markets.

The latest reported quarterly sales (for the quarter ended September 30, 2025) were $7.02 million. Finance: review the cost savings projections tied to the therapeutic modalities internalization project by next Tuesday.

Dynatronics Corporation (DYNT) - Marketing Mix: Place

You're looking at how Dynatronics Corporation brings its restorative products to the clinical setting, which is all about making sure the right device is in the right hands at the right time. The distribution strategy centers on serving the professionals who use these products daily.

Distribution targets clinical professionals across several key specialties. The core user base relies on Dynatronics Corporation for their treatment protocols:

• Physical therapists
• Orthopedists
• Chiropractors
• Athletic trainers
• Sports medicine practitioners

The sales channels involve a mix of direct engagement and third-party support, though the company has recently focused on leveraging its own production. As of the fiscal year ending June 30, 2025, approximately 98% of total product sales came from products manufactured by Dynatronics Corporation or its contract manufacturers. This suggests a strong emphasis on controlling the supply chain for the majority of revenue-generating items, rather than relying heavily on low-margin, third-party distributed products, a strategic shift announced previously to focus on higher margin, differentiated goods.

The physical infrastructure supporting this distribution is anchored by three US-based manufacturing operations. These facilities handle the production and quality assurance testing for the bulk of the product portfolio. You can see the operational footprint and key inventory figures below as of the close of fiscal year 2025:

The company's key customers represent institutional and professional entities that purchase in volume or through established procurement channels. This group is distinct from the individual practitioners mentioned earlier, representing larger accounts that drive significant volume through the selected sales channels, which include both direct-to-clinic sales and third-party retail distributors.

Key customers for Dynatronics Corporation include:

• Clinics
• Hospitals
• Universities
• Professional sports teams

For the three months ended September 30, 2025, Physical Therapy and Rehabilitation Products generated $4,161,586 in revenue, while Orthopedic Soft Bracing Products generated $2,835,716 in the same period. That's a total of $7,024,000 in net sales for the quarter.

Dynatronics Corporation (DYNT) - Marketing Mix: Promotion

You're looking at the promotion activities for Dynatronics Corporation as of late 2025. The focus here is on communicating value to professional buyers, which is a B2B play.

The company's promotion strategy centers on B2B demand generation and superior customer experience. This is happening while the company navigates a challenging market, evidenced by Fiscal Year 2025 Net Sales of $27.39 million, a decrease of 15.8% from the prior year. For the three months ended September 30, 2025, Net Sales were $7.02 million.

A key promotional lever is the emphasis on the company's history and established brands. Marketing highlights the company's 40+ years of experience. This is supported by the portfolio of well-recognized industry brands, including Bird & Cronin, Solaris, Hausmann, and PROTEAM.

The promotional resource allocation has shifted to support this B2B focus. Dynatronics Corporation made a strategic move to focus sales and marketing resources exclusively on products manufactured by the company, which involved eliminating approximately 1,600 SKUs of low-margin, third-party distributed products. This action supports the goal of delivering a superior customer experience by focusing on higher-margin, differentiated products.

The promotion efforts include a focus on enhancing partnerships with key strategic accounts for sales growth. This aligns with the operational strategy to pursue merger and acquisition opportunities to consolidate manufacturers in core markets like physical therapy. The company is actively pursuing this acquisition strategy.

The financial context for these promotional and strategic efforts shows an Operating Loss of $2.45 million for Fiscal Year 2025. For the third quarter of 2025, the Operating Loss improved to $88,000, driven by a reduction in selling, general, and administrative expenses. The Net Loss Attributable to Common Stockholders for the third quarter of 2025 was $385,000, with a basic and diluted net loss per common share of $0.03.

Here is a quick look at the revenue breakdown for the three months ended September 30, 2025, which informs where promotional dollars are directed:

The company's market valuation as of November 12, 2025, was a market capitalization of $720K, with a stock price of $0.04.

The shift in marketing focus is supported by these tactical changes:

• Focus on enhancing partnerships with key strategic accounts for sales growth.
• Promotion strategy centers on B2B demand generation and superior customer experience.
• Actively pursuing an acquisition strategy to consolidate manufacturers in core markets like physical therapy.
• Marketing emphasizes the company's 40+ years of experience and well-recognized industry brands.

Also, the company is transitioning production of therapeutic modalities to internal operations to enhance quality control and reduce costs, which is a key differentiator in B2B promotion.

Finance: draft 13-week cash view by Friday.

Dynatronics Corporation (DYNT) - Marketing Mix: Price

Pricing for Dynatronics Corporation is under pressure from a highly competitive market with larger rivals. You see this pressure reflected directly in the top-line and margin performance for the last full fiscal year.

Fiscal Year 2025 Net Sales were $27.39 million, representing a 15.8% year-over-year decrease compared to net sales of $32,534,000 in fiscal year 2024. This revenue decline was partly driven by lower volume for OEM (Original Equipment Manufacturer) customers and a general reduction in demand for the orthopedic soft bracing product category. To counter this, management is implementing disciplined product portfolio management and cost reduction initiatives to improve operating profitability. This includes a strategic shift to transition production of therapeutic modalities from contract manufacturers to internal operations to reduce costs.

Here's the quick math on how the pricing environment impacted gross profitability for the fiscal year ended June 30, 2025:

The compression in gross margin to 21.9% in FY2025, down from 23.5% in the prior year, shows that the lower sales volume translated directly into less favorable unit economics. Selling, general, and administrative (SG&A) expenses were managed down by 14.6% to $8,464,000 for the year ended June 30, 2025, compared to $9,908,000 for the year ended June 30, 2024, as part of the broader cost-control strategy.

The financial reality of the pricing challenges is clear when you look at the resulting figures:

• Net Sales in FY2025 decreased by $5,141,000.
• Gross Profit decreased by $1,624,000 year-over-year.
• Gross margin compressed by 160 basis points (23.5% to 21.9%).
• SG&A expenses were reduced by $1,444,000.
• For the quarter ended September 30, 2025, net sales were $7.0 million, with gross margin at 24.7%.

The stock price action reflects this market reality, with the share price at the end of November 2025 hovering around $0.0447, and the 52-week low being $0.0400. Finance: draft 13-week cash view by Friday.