Executive VP and chief marketing officer of the NBA’s Atlanta Hawks, Melissa Proctor’s first foray into entrepreneurship is centered around wellness.
UATL reports that Proctor is now the proud owner of a physician-led wellness center based in the Buckhead district. She says caregiving has always been second nature to her, a role she embraced early on while helping her mother, who struggled with obesity and suffered multiple strokes. As a high school senior and for years after, Proctor supported her mother in any way she could until her passing in 2012.
“I was under the impression that if you eat well and regularly exercise, then you’d be good, but there are other things that come into play you may not control,” Proctor told the outlet.
Pravida Health
Proctor is fueled to create better health outcomes for others through Pravida Health, which opened July 24. The venture was also launched alongside Dr. Trevor Turner, who serves as medical director. He gained industry experience at the Andrews Institute and Georgia Bone and Joint’s orthobiologics center. The pair connected in October 2024 and bonded over their mutual interest in providing solutions for skin care, heart disease, and cancer in underserved communities.
“In the Black community, you go (to the doctor) once a year, get a physical, and if they find something, then you address it,” Proctor explained, according to UATL. “Most people are not aware of all the research and tools that are out there to find solutions.”
AI-Powered Tech
According to the company website, it offers various services across the following verticals: wellness, medical, and weight loss. It also offers Aescape AI massage, a robotic massage table for touchless therapy that allows patients to customize pressure and music through a touchscreen. The Aescape table is reportedly the first of its kind in Georgia, UATL notes.
“It’s in a private setting with no potential abuse, malpractice or them requesting the same person,” Dr. Turner told the outlet.
More Services
Additional services include esthetics, fillers, microneedling, red laser treatments, hyperbaric, and IV therapy (wellness services); and high-tech imaging (like CardioScan), advanced bloodwork, peptides, and plasma exchange (medical services). For obesity, the center leverages a DEXA scan (dual-energy X-ray absorptiometry), which can assess fat mass, lean body mass, and fat around the organs. The facility can also prescribe a hormone for obesity and diabetes called GLP-1 to medically qualified patients and more. The co-founders are supported by team members Jayati Patel (director of IV therapy); Nate Smith (imaging director); Traneice Franklin (licensed esthetician and wellness concierge); and Andie Sly (medical assistant).
“My goal is to help as many people move forward in life with the information and tools they need to be as well as they can be,” Dr. Turner said, per UATL.
