There we go.
We got intro music now.
I set my roadcaster back up,
and now I feel like we're a radio
show again.
Welcome to PT Breakfast Club.
I am coming to you from the frozen
tundra,
which is redundant because tundra means
frozen ground.
But I used to like it when they
used to do those...
What were those videos?
On ESPN,
they would update the week and they would
always do Welcome to Green Bay on the
Frozen.
They would essentially turn a football
game into a Smithsonian or National
Geographic movie.
Ken Burns it.
Anyway,
that's why I'm wearing a winter hat right
now because it's cold in my house and
I got the fire going in the background.
I'm Jimmy McKay.
That's Tony Maritato.
Dave Kittle is in the wild.
We've got our grout fit on.
Yes, we do.
We're going to wait.
I have two topics teed up.
I'm going to talk about an APTA Facebook
post that went sideways and how to make
it not go sideways anymore.
And did you see, oh,
you saw on LinkedIn because you liked it.
We mentioned before,
I've been doing a series of posts to
increase visibility.
And I've been sort of doing, quote,
the work for free in public,
but then giving it away.
What I mean by that is I'm on
LinkedIn going, hey,
if MedBridge hired Jimmy McKay tomorrow,
here's the first three things that I would
do from a communications visibility
standpoint.
And here, I mean,
I'll give you the recipe.
I don't care.
I go to AI and I have a
formula that I want the post to be.
And then I go to MedBridge as well.
I just have like a little sequence.
I go to their website.
I make a point where I don't hang
out on the website or the socials for
more than sixty seconds.
And that's probably longer than I should
be.
And what I'm doing is I'm trying to
put myself in the shoes of if I'm
just a regular person tripping across
MedBridge's website, Instagram, whatever,
what do they see, hear, smell, taste,
all of it.
Because I'm asking,
what I want to give AI is,
what's the snapshot view?
Is someone sticking around?
What do they think they do?
And then I use all these things.
So I hang out for about twenty minutes
to a half hour, compiling and talking.
And then I write this post.
And of course I tag the company in
it.
I've been doing that.
And I've gotten four phone calls booked
from decent...
And people, you know,
position wise in these organizations,
MedBridge, a couple of the other ones.
I'm excited to see where it goes.
I had one of them yesterday.
It was a really great conversation.
It's cool.
I did.
And you saw the one I did last
night, right?
Yeah, I did concierge pain relief.
So the people who know, know.
The people who know,
understand what you're doing,
why you're doing it.
They had great responses to it.
My question to you,
and I think for the audience watching,
listening,
how do we apply that to a private
practice?
How do we apply that to a regular
therapist,
practice owner who wants to do this right
now?
Do it yourself.
Go to your own website, right?
And then train the GPT or just start
the discussion.
Hey, listen,
it's really hard to look at ourselves.
It's really hard to take stock of what
we do, right?
It's hard to tell our own story hardest
because you have this thing I said before
called the curse of knowledge.
You know too much.
So do that.
Do exactly what I just said.
Screenshot your own website.
Put it in ChatGPT.
Go to your own socials.
Maybe you can take the screenshot or a
couple of videos that you've done.
Just break them down.
And then explain who your ICP is.
Who is the person you're trying to talk
to?
Who is your ideal customer profile?
Who is it?
And then is it obvious to them based
on what I've given you of what they
get out of it,
why they should pick you,
all those things?
And then run a self-analysis.
And then...
Take that information and honestly try to
synthesize it.
It's simple, not easy.
So Dave's here.
I want to hear Dave's.
Did you see my LinkedIn post about you
last night?
You're not on LinkedIn at like eleven
o'clock at night like I am.
I'm actually striving to go to bed closer
to ten, ten thirty these days.
I think I shared it way before that.
But the series of videos I'm doing,
if I worked for XYZ,
here's the first three things I do.
I did you last night because I was
like, oh, I'll do it,
and then Dave will see it,
and we'll have something to talk about.
But maybe this is better.
Maybe we're getting a cold snapshot.
Walk me through it.
I haven't seen it.
Give me a second here while I bring
it up because I share a lot.
I've turned LinkedIn in the last month
into my personal Twitter because Twitter,
I've –
I got to be honest,
I used to be a huge fan of
it.
And now I think it's a garbage dump.
I hope it comes back.
But I've sort of started to treat LinkedIn
that way.
It doesn't really operate that way.
People aren't as fast and don't have as
many conversations.
But here's here it is.
So, and I purpose,
I'm just going to like reveal the thing.
I purposely did things I already know that
you're working on,
but I needed to talk about it.
It's all right.
If concierge pain relief, uh,
is this on the screen?
Can you guys say this?
Oh no, no, that's not stupid.
All right, there we go.
If concierge pain relief hired Jimmy
McKay, me tomorrow,
here are the first three things I do.
Yes, I'm saying this publicly.
Free ideas.
You're welcome, Dave Kittle.
It's doing a lot right.
New York City House Calls,
still the most slept on differentiator in
the entire industry.
I still believe that.
Still a clear three-step process patients
actually understand.
So do this, do that, get that.
And we'll talk about that at the end
and how you have that and how you
did that.
That was a while ago that we talked
about that.
Been doing it, baby.
Here's the truth most PT clinics don't
want to hear.
Everybody says they're one-on-one,
but Dave actually is in New York City.
And CPR is sitting on something most
clinics would kill for.
A real New York City concierge PT brand,
elite patient results,
and a YouTube channel that's already
better than ninety five percent of health
content online, but still undiscovered.
So I said,
let's fix that in three step.
I, we've talked about this before.
I would hire a videographer, a D rock.
If your friend,
if you're a fan of Gary V,
I would just have someone be like,
get the right person,
invest in it and say,
this person is just going to follow Dave
around or one of his clinicians around all
day.
And he's going to follow clinician two on
Tuesday, clinician three on Wednesday.
And then they're going to turn it into
the showing of new real New York
apartments, real patients,
real problems and solutions that were
delivered behind the scenes.
I said in this post,
this is tick tock crack.
Kids, don't smoke crack.
Kids, this is TikTok crack.
Turn the invisible into the unforgettable.
I like turn the invisible into the
visible.
Number two,
turn patient transformation into stories,
not statements.
Even if you just went back through your
reviews...
You could do those.
You don't need the person sitting in front
of you.
You could have the clinician read the
review about them and talk about them.
I like that.
And de-identify them.
Do you remember who this person was saying
these glowing things about you?
Oh, my gosh.
Yes,
that was that person on the Upper East
Side, and she had the thing.
Oh, my God.
Why do you think this resonated?
She couldn't do the thing,
and now she can go get bagels again,
and she couldn't get her newspaper.
I don't know.
Uh, stop patient,
stop posting patient had knee pain.
Now better start posting a Broadway
dancer.
Couldn't make opening night.
And now we got them to curtain up.
A founder couldn't sit for board meetings.
Here's how we fixed that in forty eight
hours on call.
People don't remember improvements.
They remember story arcs.
New York City is an island full of
arcs.
And then the last one,
I think when you talk about I purposefully
left this sort of Easter egg in there.
So Dave would have something to pick at.
Your YouTube channel is good.
You have someone else doing it.
Keep doing that.
But... Hang on, hang on, hang on.
Dave,
do you have a YouTube channel for your
business?
No, no.
I just wanted to clarify that.
So thank you, Tony, for...
That was the thing I left in there
that was like, well, actually...
So your YouTube channel is
clinician-facing.
And I still think that concierge pain
relief...
Because I looked and I didn't see one,
but that doesn't mean there isn't one.
There isn't one though, right?
Yeah.
No, I have spoken with Nate about it.
I actually talked to Nate about this
before I ever started the Dave Kittle
show.
So yes, it's in the works.
It's just a lot on my plate.
So I need to delegate stuff.
But yeah, it's somewhere in the pipeline.
You would tell me which one leads to
revenue faster,
Dave Kittle talking to clinicians or Dave
Kittle talking to patients?
Well, just to clarify, you guys know this,
but for the audience, the owner,
the physical therapy practice owner or
clinician facing YouTube is meant for
off-market deal flow for owners to reach
out to me to potentially sell their
practice.
So that's a long-term play.
It's not short-term income.
Yeah, it's not.
Yes, a YouTube, a consumer-facing patient,
prospective patient-facing YouTube would
be money in the bank sooner and will
help with lead gen and marketing and
nurturing leads or people over time or all
that to get more leads.
So that would be sooner or near-term new
patients,
which would be money in the bank.
Yeah.
Dave's current YouTube channel is going to
pay college tuition.
And if there's even a college when his
kid is, you know, in, in, in nineteen,
in eighteen years, whatever it is,
if we're on the move,
Mars College is going to be expensive.
University of Mars is going to be super
expensive.
I love the fact like Tony's actually just
have, he's like,
he just had to dip out of the
live stream because he's like,
I gotta give out, gotta go.
It doesn't even say it.
Real stuff.
I love it.
Good morning.
So, so this strategy, by the way,
before you jumped on, has worked.
I have four phone calls with four
organizations that I did profiles of.
Not bad, right?
Like if I'm poking the bear in a
good way, I hope people see that, right?
Like I'm poking the bear in a good
way where I'm like, hey, listen,
you're brilliant.
You're great.
Why don't we do more of this?
So that's the idea.
I love it.
Okay.
I promised I would talk about this topic
too.
Or do you have it?
What do you want to talk about?
Because I have other topics that I've teed
up.
Well,
I still haven't even opened LinkedIn as
we've been talking.
Any comments, anything underneath that?
Oh, that's a good question.
Did anybody comment on that?
I don't like how LinkedIn,
I've got to like go scrolling and
scrolling.
Yes, one guy.
Oh, yeah, a bunch.
You got ten comments.
First of all, I read this guy's name.
This is a real PT's name.
His name is,
I'm going to put it back on the
screen.
This sounds made up.
He sounds like the most interesting man.
I think I know what name you're talking
about.
He sounds like the Dos Equis guy.
Dr. Freeborn Mondello.
Yes.
I am not making fun.
That is the coolest name I've ever heard.
Is that real?
Like,
that sounds like you're the Joe Sickies
guy.
That's what the Joe Sickies guy's real
name is.
I think it's real.
Freeborn Mondello.
That's the coolest name I've ever heard.
Right?
So he goes, hey, love the advice.
He says he's constantly struggling to tell
his brand story.
And I went to his website,
which actually looks very, very good.
He says,
I'm constantly struggling to tell the
story in a way that resonates and hits
home.
Sure does not come naturally to me,
or it seems like most of us in
the PT world,
far easier to scale up clinical skills.
But those sure don't fill the schedule.
And here's my response,
and I'll say it again.
Dr. Freeborn Mondello, two things.
One, telling your story is simple,
but it doesn't mean it's easy.
If you don't have the T's and P's,
it can get harder.
I call the T's and P's,
you need the tools, the training,
the time, the people, and the process.
If you don't have all those five things,
everything is like Sisyphus pushing a rock
up the hill.
It's hard.
And it says it's far easier to tell
someone else's story than your own because
you have the curse of knowledge.
You know too much.
You're trying to tell forty different
aspects.
You can't.
And the number four, I said,
I'm bad at math because in the beginning
I said two things.
But then I told fourth,
I said three things.
So, Dr. Freeborn Mondello, you're not off.
And this is not a random problem.
You are.
that you're common what else will boyd
said this would make great this is why
i did it see i said this he
said this would make great breakfast club
episode i said i mean because i timed
it when did i release this uh last
night at i don't know fourteen hours ago
i don't can't do math um and then
somebody i remember ben galen commented
let me see if i can find ben
galen's comment
He said something along the line of,
I would love to see the step counts
for his clinicians in New York City.
And that made me think.
A lot of offices do fantasy football
leagues to build community.
Dude, yours are never...
You can't hear me?
It's got to be you.
I can hear me.
Reload.
Dave's clinicians are most likely never
together in the same office.
They're out on their own.
They're in the wild of New York City.
What are they going to do?
They communicate via text.
I'm pretty sure he has them come in
every once in a while.
But my point is Ben Galen had a
comment.
I'll find it eventually.
And he said, wow,
I'd love to see the step count on
those PTs, you know,
up and down subway stairs and, you know,
left and right and up and down long
avenues.
Like, yes, absolutely.
I think that would be a cooler team
building thing than fantasy football.
The cooler team building thing would be a
step count.
Can you hear me now, Dave?
I'm back.
I can hear you.
Thanks.
So I was saying,
instead of fantasy football,
you're clinicians,
and you guys should do step count
Olympics, like who wins the day, the week,
the quarter, the year,
because you guys are all over.
You're walking.
I'm walking here in New York City, right,
as Dustin Hoffman would say in that movie
with Robert Redford that I can't remember
the name.
So that would be something,
because that's my point.
Ben Galen's thing,
I want to see what their step count
is, proves my point about the stories.
He's not from New York City.
So to him, you live in like...
movie set and you're doing the thing that
he does but in a different way people
want to see that not just pts patients
need to see that pts want to see
that you need you need like well ryan
sir hand does a good job of that
right he does he's got he's he's crushing
it well yes when he makes a sale
he gets a gajillion dollars and he can
just be like give a gajillion dollars to
three vote videographers and that's my
neck but that's point like
I made a post the other day on
LinkedIn that said, like,
twenty twenty six.
I don't think I need to convince anybody
that content's important anymore.
I think I needed to convince people five
years ago.
We're past that.
Now people are at the bottom of the
hill going fudge.
What do I do?
I do a phone.
I hire someone.
What does that cost?
One hundred thousand dollars.
Fifty dollars.
What?
I don't know.
It's overwhelming.
What was that comment there where you had
my logo on the post?
That's the that's the post.
Okay, I thought it was a comment.
No, no, no.
So I so what I've also been doing
is I'm getting more visibility when I put
the logo.
So I was just doing a regular post
with just text.
And then I decided to copy and paste
the logo for recognition,
because you see how LinkedIn works.
It only shows the first two lines of
text,
which means I need to make the LinkedIn
post first two lines really spicy.
And then I put the logo there because
we like visuals.
So that's what I was doing.
I don't know what happened,
but your camera went off,
but it's OK because it's a podcast.
So anyway, that's what I did there.
But I also did I also put that
thing in about your YouTube channel
because I knew that.
But I wanted I wanted you to be
able to be like, well, I'm on it.
Don't worry about it, bro.
I don't know.
Dave can't hear anything.
That's okay.
It's a podcast.
All right.
We'll stay with the theme of LinkedIn
then.
And I made another post.
I know this shocks people who are fans
of the show.
I've, again,
tried to turn my LinkedIn channel,
my LinkedIn page into what Twitter used to
be.
So I'll bring this one up.
And I feel like I need to preface
this by saying some things.
I don't know what's going on.
We're having some issues.
All right.
There we go.
So here's what I did last night as
well.
I'll stay in on LinkedIn,
and if you have a topic,
we can jump in.
I'm waiting for Tony to come back because
I have a topic with him,
but he's treating a patient right now.
From first glance,
it looks like I'm taking shots at the
APTA, and I kind of am,
but I'm doing it like a cousin with
love.
And here's what I keep,
because I talk to so many people who
volunteer at APTA in leadership positions
so often.
And I think sometimes Jimmy comes across
like the insane person.
And I know Dave can attest because Dave's
been on the other side of Jimmy.
Sometimes Dave looks at Jimmy and the
world looks at Jimmy like this.
That's just entrepreneurship, by the way.
It is, right?
That's a lot of days.
The problem is I feel like I'm like,
I have the answer.
How can you not see this?
It's very obvious.
So here's what I'm talking about with
APTA.
And again, I'm precocious by saying,
and if you're a friend of mine and
you work with APTA,
you know I'm rooting for APTA.
but I will not follow you blindly.
I'm not going to do it.
I'm not just going to clap if I
see you going off the rails.
So this whole post,
and I had created a video,
which is starting to get some steam on
Love's YouTube and Instagram.
APTA talks about facts.
They talk about features.
It's an easy way to remember the
difference, right?
Facts and features both start with F,
right?
Features, facts.
People buy things based on benefits.
Those are emotion-based.
So there was a post.
Are you in the Uncaged Clinician Facebook
group?
I am, yes.
Those guys are awesome.
Go look for them.
They have like sixteen thousand
therapists.
They do respect.
I've known one of the co-creators,
David Bailiff, for close to ten years.
He's incredible.
I suggest to them to turn off the
anonymous post.
But again, that's just my bias.
Dave has I was who cares about let's
do anonymous posting.
And now I am super anti unless very
like in less than one percent of the
situations.
That's a side.
Stop getting me off track, David.
Um,
so my post was physical therapists are
smart.
Stop pretending they're stupid.
When this post that was made by a
friend of the show who did it with
good intentions, I won't call him out,
but if you go to the Facebook group,
you can see what it was.
He was essentially trying to get people to
rally and come to APTA.
And he did it the wrong way.
Because what he's saying was,
and he's right.
Here's the funny part.
Everybody's right in this situation,
except you're doing it the wrong way.
My point is,
he jumped into the comments or made a
post and said,
APTA is doing all these amazing things.
We do advocacy.
There's all these behind-the-scenes things
that you don't see.
We'll get to that.
I know what you're going to say about
that.
You do all these things.
Show it.
Don't freaking tell me you're doing
amazing things by doing it.
Don't get me side questing.
The person who made this post was
factually one hundred percent correct.
This person went and had the receipts.
Anytime he said something,
he posted a link to it.
Awesome.
Except here was the problem in the comment
section.
People were talking about their emotions
and what they're feeling every day as
clinicians or owners.
And they are also right.
So you just have two people yelling past
each other.
This is like the cliche of every movie
where the parents are getting divorced.
They're just yelling past each other.
You don't take out the garbage.
You don't love me anymore.
Fact.
You don't take the garbage out.
Fact.
You don't love me anymore.
And then all you do,
it's just Rottweilers barking at
Rottweilers.
That's all it is.
Just dogs barking at each other.
And the funny part is,
do you ever see those videos where the
dogs are barking at each other through the
fence?
And then they wheel the fence back and
the dogs are just like,
Oh, hey, what's up?
You're so wrong.
That analogy, man,
that could fit for a current segment
across the country in many ways.
Yes.
We'll leave it at that.
So here's what I went into detail with
the post.
Now,
I did some math because I wanted to
touch on the fact people.
Mandatory cover charge for APTA,
you pay two ninety five.
Then you have to add in your state
chapter.
It varies by state between thirty one
dollars and two hundred and ten.
Now you're up to five hundred and five
on the on the high side.
add in a section or academy,
those are optional,
but if you want the details about how
to be in private practice or orthopedics
or pediatrics, you have to add that on.
If you add national, a state chapter,
and an academy, you're sitting at about,
we're close to seven hundred dollars a
year, and that's with one academy,
an expensive one.
So if you come and you're like,
I just wanna be a member and get
all the things and the information and the
belonging,
and also I want you doing the things
in the background, like the advocacy,
great.
You paid seven hundred dollars and APT
loves to tout.
Well,
you get CEUs and discounts at Avis car
rental and discounts on New Balance
sneakers.
Cool.
Those are also features, not benefits.
We can get into the weeds on that.
And then I just put it at juxtaposition,
because MedBridge is over there at
three-fifty a year with,
and I gotta take a deep breath,
twenty-five hundred CEU courses,
fifty live webinars,
sixty certificate programs,
a hundred and fifty compliance modules,
eight thousand exercise videos,
a thousand patient education videos,
a mobile app, a guided pathway,
remote therapeutic monitoring,
motion capture, patient portal, full LMS,
analytics, integrations,
three hundred and sixty thousand members,
and sixty million dollars in revenue.
MedBridge makes sixty million a year?
That was my estimate based on how many
members they said they had and the average
cost.
I used AI.
Good for them.
I've never been,
because I'm not a huge CEO taker,
I've never been impressed by any of these
companies,
but if they're doing sixty million,
good for them.
Right.
Because what's your overhead?
You're making miniature movies.
You fly it.
IT and labor.
Yeah, that's it.
That's it.
I'm saying that's it with air quotes.
That's it.
Just do it really well.
Do it over and over.
Do it for two decades.
And then you get to make sixty million
dollars.
So anyway, we'll get back to my post.
Dave is equally getting me off.
It's not just me.
So again,
my question after I do that math,
why would any smart PT join APT just
for CEUs?
You wouldn't.
They don't.
And the data proves it.
So the problem and how I try to
reframe it is treat membership and your
fee like the cover charge.
Dave,
you ever been to a bar where you
got to pay cover?
Yeah, you're in New York City, right?
You got to pay cover.
It's been a minute, but yeah, of course.
You're not a bar guy,
but when you go,
I would even venture out to say if
you go to a bar in New York
City and there is no cover,
you're probably like, this bar sucks.
This bar probably sucks.
They're not charging ten dollars.
This bar probably sucks, right?
There's a bell curve, right?
I like to go to the bars where
my feet stick to the floor.
If you give me a cover there,
I'm not coming.
Dime bars.
right and the bar dive seventy five on
seventy fifth in the upper west side
that's a dive bar that's a great bar
all right back to this so what i'm
trying to do is reframe people don't go
to bars for fourteen dollar vodka sodas
you can drink cheaper on your couch and
you can take your shoes off so why
are we nickel and diming pts on the
way in here's what i think you do
and i'm gonna i'm gonna parallel this with
a youtube channel it'll make it real easy
dave how much does it cost to join
your youtube channel right now if i want
to subscribe
It's free.
Got it.
Most of them are.
Some you can pay,
but most of them are free.
Ninety nine point nine percent are free.
Mr.
Beast understands that his product is not
videos.
His product is his audience.
how he gets and builds that audience are
videos i'm gonna say this again because it
might sound like jimmy is a bit insane
wait a minute mr beast's products aren't
videos mr beast is a video guy jimmy
i've been to mr beast i've seen him
he did the weird netflix thing where they
you know made them play the weird games
i'm gonna say it again
The reason Mr.
Beast can reach out to any brand on
the planet right now and go, hey,
I want to do a collab and you're
going to pay me ten million dollars.
And they will say yes immediately without
listening to a pitch.
They're going to go, yes.
Is because he has that many people
watching religiously.
That is his product.
He commands an audience.
How he commands the audience is making
great video content.
Okay,
now if we're locked in and you believe
me, just have some suspended disbelief.
Believe me there.
Now go to APTA.
Imagine you had a hundred thousand members
paying, not being nickel and dimed.
Let's say I want to give an objective
measure.
Just you pay one price like Disney World.
Oh, that's probably a better analogy.
Dave,
when you if you bring your kid to
Disney World and you pay whatever to get
in and then you got to pay every
time you get on the teacups and space
mount,
you're going to feel what nickel and dime.
That's what APTA does.
I'm sorry.
You're the thing that you have is great.
How you're how you're selling to me is
bad.
I a hundred percent agree.
I, I respectfully,
I know we're live right now, so I'll,
I'll, I'll say it nicely,
but I think you've tiptoed the line for
so long of like,
you wanna kind of please like the AP
today and the organization,
cuz you work with them.
Yeah.
And also like,
you're more okay with poking the bear of
like staff therapists.
sometimes depending on the topic or
whatever uh but i love this i hundred
percent agree and i think you should
consider the pros and cons of continuing
this approach i well i've said on linkedin
i've put it in writing and i have
a time stamp on it if this continues
i don't know there are state chapters that
won't be solvent in a few years there
are academies that will not be able to
continue to keep the lights on and keep
in mind none of them have buildings
They don't have to pay for building and
they can't get the lights on because
you're doing it wrong.
Okay.
So again,
what I think you should do is make
membership number one, reasonable.
And when I get in,
let me have access to everything.
Imagine you pay for Netflix and then you
have to pay a quarter every time you
push play on something.
Dude, you'd feel pissed.
Actually, you do, though,
because Netflix and Hulu and all these
others, they have ads inside.
So I believe those platforms are nickel
and diming us.
Wait, wait, wait.
You can pay for ads free.
You got to pay a little bit more.
Right.
Do that.
I've said this to leaders at academies.
Keep your membership model.
Let's beta test this.
Let's do membership plus.
What does that mean?
Well,
take up all the CEUs that you have
in your academy.
Right now,
people have to pay individually.
Offer me an option where I can pay
the regular membership cost or door number
two, I pay a little more,
but I have unlimited access to all the
CEUs you provide.
Now,
you can't charge me what the cost would
be if I went around and bought that
a la carte.
That doesn't make any sense.
You got to give me a discount on
that.
That's Netflix, right?
right?
And everybody looked at me like I was
crazy.
And their biggest argument was,
we'd lose so much money.
And I go, okay, let's math this.
Even if five percent of your membership
did that,
what would that do to your revenue?
And then the room gets quiet because they
know I'm right,
but they emotionally can't attach.
Show me the last ten years,
year over year sales of your CEUs.
It's lukewarm at best.
You cannot say it's valuable when no one
buys it.
especially when you're framing it bad,
and especially when the math don't math.
So I say people don't pay fourteen dollars
for a vodka soda.
You go for the vibe, the community,
the belonging.
And yes, maybe to meet someone cute.
Winky, winky emoji.
That's why you go to a bar.
I think you come to APTA for belonging.
I think belonging is the product,
not CEUs, not newsletters, not journals.
The real play.
Stop trying to compete with the sixty
million dollar juggernaut.
Stop trying to survive on dues alone.
Instead, what does Jimmy suggest?
Bring in sponsors, man.
Don't think this model works?
Go to CSM, walk through the expo hall.
Organizations are throwing money at you.
They are burning piles of money to get
attention to PTs.
CSM is only like three or four days
a year.
Where does this model exist to let
sponsors have access in exchange for them
funding the awesome the other three
hundred and sixty one days a year?
It's not.
I know.
Look, Jimmy sounds crazy because Jimmy,
you're just a weird radio DJ turned PT.
If this if this model worked,
somebody would have done it already.
They do.
It's called NPR.
It's called ESPN is a is a model.
Audience is the product.
Understand that.
The audience is the product.
That's why ESPN can demand Ford paying a
bajillion dollars for an ad during
SportsCenter.
That's why.
Will people accept or reject this,
Dave Kittle?
Or will I just continue to just scream
into the void forever until APTA comes to
their senses?
Here's the thing.
Here's what I think will happen.
You tell me and then I'll answer.
I think it'll continue.
I don't think APTA and any of these
sections are going to do anything
different with all of these tools,
whether it's video,
all of the live video that's available,
just free Facebook, live video, YouTube.
They're just not going to change their,
they don't,
I don't think they... I want them to.
I don't think they're being pushed to
financially.
Say that again.
There's no incentive.
They're not being pushed to change
financially because they're not feeling a
big enough drop off of members or
whatever.
I'm feeling that.
Here's my opinion.
I think you're onto it.
They're not going to push the panic button
until they're backed up on their own goal
line.
Which is what most businesses do.
They will not call the right play.
And if Will Boyd is still watching live,
he was watching earlier,
he commented on the live YouTube on PT
Pinecast.
He will agree a hundred percent.
He knows that.
And as big as these organizations and APTA
or any of the sections or whatever,
they're not going to hit the panic button
until it's too late.
Oh, it's too late.
And then what?
It breaks my freaking heart because I want
them to succeed.
I do.
I'm a stupid joiner.
Can we switch topics?
Because I think I would love to talk
more of...
either health, wellness, video, marketing,
patient-facing stuff to the audience who
will actually take action as opposed to
these big old dinosaurs that will not take
action.
Can I close with one idea and then
we move on?
Because we're at the halfway mark.
All right.
I can show you how to do everything
that you need to do there in three
circles.
Okay,
so we just highlighted what APT is doing
wrong.
Let me highlight their problems.
They need new members,
but new members do the math that I
just laid out, and they're like,
that math don't math.
So smart new members don't come.
They need to keep their members around.
Dave, who's the easiest, cheapest person,
most reliable to market to?
Current or past patients, right?
I've said that before.
So to all the clinicians out there,
your email list is money and you're not
touching it.
And good care.
The third is APTA sections and academies
need non-dues revenue.
They have none of that.
So here's what we do.
I'm going to put APTA is a Jimmy
is J and then we have money signed.
Dave just got excited because Jimmy's got
a money sign on the screen.
Usually I'm just talking about emotions.
There we go.
Here's my proposal.
Let's say you're,
I did a post this morning about APTA
Pediatrics.
Let's say you're APTA Pediatrics.
And you're like, all right, Jimmy,
I know I need to communicate more.
And the more I communicate,
the better that my current members will
feel engaged.
I communicate externally, new members,
and I communicate the right message,
which is belonging, not CEUs.
Get that right, fix the message,
then amp it up.
Essentially,
I want to hire Jimmy full-time.
I don't have the money.
I know that they're not lying either.
They can't hire me full-time.
They couldn't do it.
But they know they need what me and
other people like me.
I'm not just saying it's me.
I'm not magic.
They need communications.
So here's my model.
Dave,
I want you to shoot holes in this.
APTA and Jimmy meet and we say,
here's what we're going to do.
We're going to launch a YouTube channel
for your academy.
We're going to launch a podcast.
And we're going to create ten times the
amount of social media content that you're
doing now.
And you're going to do it with no
financial risk.
And they're like, okay, sounds shady,
but I'm still here, right?
It sounds like a used car salesman.
And you're not going to have to pay
Jimmy.
Whatever you pay Jimmy,
you'll still make money.
So not only will you lose money on
paying me and then hope the money shows
up, you're gonna make revenue.
Are you skeptical right now?
You should be,
because I still sound a little bit like
this guy.
But low risk, so keep going.
If you're a decision maker.
So I go to APTA Pediatrics and I
go, you had a conference last month, yes?
No one knew about it.
No, actually,
they have a well-attended – well,
their people knew about it, but extra.
But could you have another thousand people
show up and be happy?
And they're like, well,
of course we could.
Exactly.
They put on a great one-day event because
it's a – here's why.
In person,
conferences work because that's where the
belonging feels most tangible.
My problem is what are you doing the
other three hundred and sixty-four days a
year?
So hold on, Dave.
Don't get me off track.
So Jimmy and Pediatrics sit down and I
go,
we're going to launch the YouTube podcast,
social media content.
They go, yes, yes, yes.
Like we don't have the money.
I go, great.
Give me your top ten sponsors from your
conference last year.
We will call them together and we will
say we're selling booth space for next
year.
Do you want it?
Of course they do.
They will pay you.
They will overpay you.
And then we give them Dave.
Now we're talking Dave's world and upsell.
Listen,
we have three spots for sponsorship of a
YouTube channel, a podcast,
and all of our social media content for
the next twelve months.
You just paid ten thousand dollars to be
in front of our members in person for
two days.
We are now offering exposure for the other
three hundred and sixty three days of the
year.
We can start that tomorrow.
How does that deal sound?
So we make sure they pay enough to
cover my costs before I ever pick up
a microphone for them.
and put non-dues revenue in their bank
account so they can go do amazing things
with it.
And we just raise their external
visibility and we raise their internal
engagement.
Does this math math, Dave?
It does.
I just am under the,
I don't want to say bias.
If I were you,
I just would continue to focus on a
practice who has one decision maker or
like two or three,
but they make decisions together and the
speed to decision to deploy money or time
or effort in your type of offering is
faster in a private practice compared to
these committees
of associations and they're going to just
kick the can down the road they're going
oh i got to talk to mary and
mary's got to talk to john and john's
got to talk to tom and then we
got to schedule a zoom and then not
everyone comes on the zoom and then one
person that you don't even speak with can
spoil this and say this doesn't make sense
we got to spend money on whatever
Long play, short play.
I'm doing both.
By the way, I didn't announce this.
I won't say who it is.
I signed my first clinic.
Quarter two, live on site, two days,
video, video, video, audio, audio, audio.
And I priced it like Dave would price
it.
Good enough.
Did you close an association?
Not yet.
Hold on.
Wait, wait, wait.
Why does Dave have two different YouTube
channels?
Or actually, why does he have one?
Think about this.
A clinic is going to be a transaction.
What is this?
Ongoing.
I want to be so damn good for
APTA Pediatrics or whoever that this is
month over month.
I'm making money to do all the things,
which means I get to reinvest in my
people and they're making money.
So to me, I'm doing short play,
long play.
So I agree with you.
It will take a long time because that's
how committees work.
But once they say yes,
my goal is over serve them,
be so damn good they can never get
rid of me because I did what I
said, I said what I did,
and I brought the money.
So I don't disagree with you.
You are a thousand percent right.
I did get a faster decision from the
clinic.
It was three emails and one phone call.
shocking shocking i mean it's beautiful
that's beautiful now i don't want to work
for that clinic every month though i want
to do a great job for this guy
and i'm gonna believe me i'm gonna case
report the hell out of it cash pt
three locations in a major u.s metro it's
not dave's metro dave i'm not coming i'm
not coming after i'm not coming you know
i'm not competing with dave but i don't
think anybody competes with this guy
wouldn't compete with dave he's brick and
mortar
But we have brick and mortar.
Dude, I keep telling you this.
I know, I keep forgetting.
I envision you as a backpack,
as a scooter bag and just out in
the street.
We're doing both now.
I envision you as like wearing,
I envision you like Ryan Serhan just
hanging out on the top levels of
everything.
We're going to have to put out more
video in the office to show you over
time that we do office visits.
That's the only way you have to show
Jimmy video proof of what you're doing.
We talk to you billions of times in
a week and both of us still are
like, Dave's just a backpack.
He's just a bag and he's over his
shoulder.
Maybe he's got a massage gun in there.
I don't know.
He's on a subway.
He's in an Uber.
He's on the tram thing that goes over
the Hudson.
I don't know.
That's what we envision you.
Anyway, so that's my two outs.
Long play, APTA Academy.
Listen, I'm a sucker.
I want them to succeed,
and I can see them doing the wrong
thing.
I'm like, I can freaking fix it.
And again, it doesn't have to be me.
I'm not saying I have magic hands.
I have the magic thing.
I just mapped it out for you with
three circles.
That's the way you do it.
If you want to do it,
you call me.
But make a damn decision because Dave
isn't wrong.
All right,
we're going to change the topic now.
What are we talking about?
You wanted to go with what?
I wanna just talk about health and
wellness in general.
And well, like some specific examples.
One is like, have you noticed that there,
oh, what's the comment?
What do we got?
That's Katie Sutton saying,
in the words of previous Ohio Physical
Therapy Association, executive director,
membership is personal.
What others view as benefits,
other view as features, and vice versa.
Correct.
Talk to me about features,
and I'm going to snooze.
Talk to me about benefits,
and you have my attention.
Dave has a utility belt like Batman.
This is how Ben Galen views you.
He thinks you're a utility belt while you
walk around the city.
Katie says Dave needs proof of brick and
mortar.
We need photos of the video.
Oh, okay.
Certificate of occupancy.
If you hired me,
Drew and I call this video the access
granted video.
Essentially,
it's a music video that walks...
Literally, it'd be Dave being like,
no sound, just hype music.
And Dave waves at the camera,
turns around and opens the door and the
drone flies in the door.
And then you have the things that are
happening in your clinic.
every clinic needs its own music video as
the first video on youtube that's why
katie is saying i need to see proof
of brick and more all right keep going
what are we talking about so a couple
things about health and wellness across
the us that i think physical therapy
practices could potentially either learn
from or maybe even use but like have
you noticed that there's more and more
whether it's equinox or lifetime fitness
or those are those are big national change
or even like the regional ones have you
noticed that more and more of them
are adding like health and wellness not
not just like okay okay so like so
like la fitness i used to go to
la fitness in cherry hole new jersey when
i was like in high school and college
and summers and winters home or whatever
and they always had like a the dry
sauna and some of the other locations had
a dry sauna and like the wet sauna
like with like moisture and you go in
and you get soaked and obviously you have
like a bathing suit on or whatever so
that but that's that's been in existence
for decades
Now,
a bunch of these different national and
regional gyms are adding things like red
light therapy and, of course,
the cold plunge,
which is a little bit easier.
And they're adding a little bit more of
the health and wellness stuff and maybe
some massage or chiro or maybe acupuncture
and every different – depends on the –
They're offering, but there was a,
you know, McKinsey,
it's one of the largest consulting
companies in the US and they come out
with a future of wellness report every
year.
So I have pulled up on Gemini.
I have a little bit of their bullet
points from the twenty twenty four report
and the twenty twenty five report.
they talk about things like the like the
health like the weight loss injections
like the ozempic and we'll go via the
glp ones and that type of stuff and
you know skin care and all that normal
stuff that we all know about um health
uh health aging and longevity sixty
percent of consumers now rate healthy
aging as a top priority this includes
spending on supplements that now claim to
slow cellular aging
and like the test kits and all that
type of stuff um and then but also
like in the twenty twenty four report the
gen z millennial component of the report
they're calling them maximalist optimizers
maximalist optimizers which oh like they
account for the highest spin they are uh
experiential they use health tracking tech
they're willing to pay a premium for
science backed products
Yes.
Let me just pause that for a second.
Then the boomers who were apparently
termed the health traditionalists,
they represent a smaller portion of the
wellness spend,
thirteen percent preferring simple,
practical solutions like standard vitamins
and walking and are less likely to
experiment with new tech and trends.
I want to hear your thoughts on this.
I don't know.
Like,
there's a bunch of this we're talking
about.
We're talking about at home services,
gyms, health and wellness.
The one thing that doesn't make sense to
me is
The Gen Z millennials across the U.S.
have had a lot of challenges with not
making enough money,
not having enough income,
not being able to have mortgages,
starting families later,
all the demographic features.
And they're right.
Then the boomers are folks that are
already established,
and they're somehow only accounting for
thirteen percent of this study.
So I can't argue with McKinsey's
research and report and i'm sure they pull
this in from a lot of data points
but to me the folks that i see
in new york city the boomers are the
people that spend the most with us and
the gen z millennials respectfully
are not always going to spend two grand,
four grand,
five grand with us because they're price
conscious and they want to use their
network insurance and all that.
So that's just one way to kind of
segue this stuff that I'm just talking
about into the physical therapy world,
whether it's insurance or out of pocket or
whatever.
So break down what you think,
what they're saying versus what you're
seeing.
Do you lose audio again?
That's okay.
Ben Galen has a comment.
Ben is saying what I was about to
say.
which is you already have fish in a
barrel scenario at a gym.
This is like,
we go back to the APTA thing.
Once you're a member,
over-serve the crap out of them.
So Ben is saying you already have a
fish in a barrel scenario at a gym
where these people are inherently invested
in their health.
Unfortunately,
you can't say the same about PT clients
because a lot of times PTs will sell,
come to us, we fix you.
But what about brick and mortar called the
recovery zone?
I got a friend down the street
John Denoyles, great PT.
You know how you know he's a great
PT?
Because I would go to,
I go to him.
That's what,
ask your PT who he goes to.
Your favorite PT's favorite PT.
Your favorite PT's,
that's a great freaking line.
Imagine you did a favorite.
That's what I thought you were getting to
right there.
That's a great line.
Your favorite, you know what?
Like do a commercial where the PT is
treating patients all day and they're
like, oh, PT is hard.
And like, oh, the PT is treating someone.
They're on the table and they're like,
my back.
And the PT closes up shop,
closes the laptop.
They leave their practice and they go to
New York.
That's your commercial.
Your favorite PT.
That's smart.
Someone steal that.
Just tag me in it because I want
to see your video when you make it.
You could make that on an iPhone tomorrow,
but you won't.
Anyway,
so what Ben is saying is I agree,
because I want to hear what Dave's
question is about all this information.
Ben is saying you have a fish in
a barrel scenario.
People who are in a gym, you can...
Pretty well assumed they're invested in
health or they're just there to wear
spandex and stand around,
but they're pretty probably invested in
their health.
And now you over serve the crap out
of them.
Dave, a second ago,
I was saying this is like the APTA
scenario.
People want to belong.
So when you get there,
what do you do?
Nickel and dime them.
Imagine you're at a gym and every time
you want to use the cold plunge,
you have to insert a little like a
five dollar bill into a slot.
You kidding me?
Of course, that's ridiculous.
That's how it feels to be an APTM.
But I will stay off of that.
So saying,
what about a brick and mortar called the
recovery zone?
Oh, I know why.
This is why I brought up John Denoyles.
He's doing that down the street for me.
He did.
He started this like a year ago.
He had a clinic started during covid.
I mean, not on purpose,
but he just started the clinic and then
a pandemic happened.
He wound up not only surviving,
but thriving second location.
And he got so big that he was
able to the place next door became vacant.
He blew out a wall and created one
of these.
It was a recovery zone.
So, yes, all the things.
He's got the Norma Tech boots.
He's got the this and that.
So the answer to Ben Galen is you
have to give me a good reason why
you wouldn't be doing this.
That's what I would need.
If I was an employee,
I would need to say, hey, boss,
why aren't we doing this?
Because I think we put butts in seats.
And that's the goal, isn't it?
So what are you,
what are you thinking about this data?
What is it?
Well, yeah, so let's, let's use,
so I've just jumped over to resolve new
york.com.
I found the website.
So the, the recovery room,
is that a separate, uh, brick and mortar,
but it's, but it's next to it.
It's just, yeah, it's just another,
he blew out,
he took over the next place and blew
out a wall.
And now you just walk into that and
you can book sessions.
I, I,
there's a couple of things about it.
I want to take, it's nothing taking shots.
Number one,
he did the most important thing,
the way there, which is doing it.
I think you need to communicate better.
Right?
What do you see when you go there?
Because you're going cold.
So I like, I see infrared sauna,
red light therapy, compression therapy.
He's got clear and transparent pricing,
which I know Jimmy and many other folks
appreciate.
Recovery light, one session per week.
So you get four of these per month,
eighty nine bucks a month.
Performance recovery.
That's where we go.
Flag on the play.
All right.
Why?
Here's what I would do.
And I know Tony agrees with me.
I will go out on a limb and
say a hundred percent.
I would go to the front door of
the recovery zone at Resolve Physical
Therapy in Montgomery, New York.
I would put a lock on the door
that I could program individual codes.
So Dave has a code and it's different
than Jimmy's code.
And then I would charge three hundred
dollars a month.
For twenty four hour,
seven day a week access,
I would throw some cameras in there.
I would lock it off from the rest
of the clinic.
I would make sure like, hey, listen,
if someone can.
But that's what I would do.
A guy down the street for me built
like a he shed,
like a little man shed,
put like one of those ten thousand dollar
golf simulators in there in his backyard.
He wanted one.
And then he probably had a buddy like
me that goes,
do you want it to pay for herself?
And he goes, how do I do that?
I go, you build a website.
You give each guy a code.
You stock it with water and beer.
And then you book it for an hour
or two hours.
That's what I would do at the recovery
zone.
Stop nickel and diming.
Give me unlimited access.
Dave,
how many times a week do you think
the average person would actually come?
Twice?
Yeah.
Make it worth per month.
If you use it three times,
you're in the positive.
And then you will have the problem of
you need to expand again.
It's my opinion.
Maybe I'm wrong.
Maybe Jimmy is the crazy guy from Always
Sunny.
Maybe I'm nuts with the red string.
I got to tell it.
I think you don't charge them per.
That feels nickel and dimed.
If the recovery zone is high end,
do you think high end places like Disney
nickel and dime you?
get money just just premium pricing that's
the only thing i would do differently and
i haven't talked to john about it that
i would love to hear if anybody else
is doing sort of a recovery zone do
i think it's a good move to do
it brilliant chef's kiss no notes i guess
there is notes make it unlimited for x
number of dollars per month because what
happens to gym memberships dave imagine
you had to pay seven dollars every time
you went to your gym
Gyms are not dumb.
They're in the behavior change business.
We want you to come.
We want you to keep coming.
And even if you're not coming,
we actually don't want you to come.
We want you to keep paying.
I would make it an offer they couldn't
refuse,
but don't make them reach into their
wallet more than once.
And then you auto pay that.
I'm very sorry.
do you see so this whole recovery stuff
the wellness recovery room do you so if
let me ask this practice your buddies
practice resolve pt are they all are they
like in network with every insurance
really they're out of network i think i
think he'll give you a super bill and
i don't want to speak for them but
they're i believe they're cash i don't
want you if you're not invested in your
health and it's hard to message
Simple, not easy, right?
But no, they're not in network.
No, he's like, no.
And here's why.
There's a chain down the street.
We have access physical therapy.
This is where access, do you know access?
Do you know the Albany's?
Huge, like, fifty or more locations.
Started here.
No, I think they're, like, in seventy.
They started here.
They're down the street.
They're everywhere here.
And their volume, their insurance.
And here's the thing.
John and the Albanese's,
they see exactly what each other is doing.
And they're like,
they just nod at each other like,
good work.
Hey, keep it up.
Keep it up.
They're not in competition because the
Albanese's with AccessPT is going after a
certain person.
And John conveniently located across the
street from my high school.
Because he's like,
I want to work with active athletes,
runners,
people who are invested in their health.
And yeah, it costs money.
And then guess what happened?
People were like,
that's not going to work.
And then five years later,
John has a second location in Florida,
New York.
Why is there a Florida, New York?
I don't know.
Why are we Orange County?
There's no oranges here.
I don't know.
We're the original Orange County,
California.
And this is where Orange County choppers
are from.
It's not California.
It's Orange County.
Oh, wow.
Yeah, dude.
I went to high school with Mikey.
I had no idea.
I thought it was California.
No,
I went to high school with Mike Tuttle.
People are like, what's he like?
I'm like, did you ever watch the show?
And they're like, yes.
I'm like,
Mikey did no acting in that show.
No acting.
He was that guy in high school.
He was just a big, lovable, crazy guy.
Awesome.
Anyway,
right across the street from my high
school.
And then he expanded to Florida, New York.
Florida,
probably a half hour to forty minutes
away.
Because that's how far people are willing
to drive for PT.
So he's like, boop.
The only thing I would change is I
would make it unlimited access.
I'm going to ask you a couple more
questions.
And I know that it would be better
if we actually had your boy Mike on
here.
John, excuse me.
Mike was the choppers guy.
John, so do you know,
like with his active population,
do you happen to know like his avatar,
like his ideal client for the therapy
side?
Is it on the website?
I see runners, active adults.
That's it.
Bing.
I designed the website.
A long time ago.
Someone has now judged it up.
But I built the roots and I can't
build websites.
But I was literally like,
if you want active...
He's a baseball dude.
His kids are insane athletes.
Gymnastics and baseball.
So he wants... He's a sports guy, right?
My former graphic designer from the radio
station designed his logo.
The circle with a little guy in it.
That's my guy, John King.
Look him up.
That's who he wants.
He wants active people.
But he'll take anybody who wants to be
like a sixty five year old person who
wants to be active as John's person.
He really he wants a psychographic,
not a demographic.
He wants do you are you willing to
invest in your health and get your stuff
together and get back to doing?
I don't care what you do.
Can you do it?
Yes.
If you work with me.
Yes.
If you trust me, we can do it.
He's the guy I go to.
And that's why he has a second location.
Simple, not easy.
do you do you think and again i
know there's a question because if he's
here it would be for him but when
you have the the red light therapy the
sauna this that do you feel like there's
always close to consistent crossover of
like your ideal client is on the physical
therapy side they're a runner they're uh
they're an active mom who's you know
coming off of uh you know postpartum stuff
whoever it is a weekend warrior baseball
player ex-baseball player do you think the
same subset of those folks
do the health and wellness membership.
Cause then it's a, it's a different,
it's a slightly different offering.
It's the same,
it's at the same brick and mortar
location,
but it's the service is different.
It's more like it's, you know, amenities,
but it's kind of like solo and there's
no like, and,
and of course these two can cross over.
These two can refer, you know,
clients from one service to the other,
which, and that's the beautiful thing.
That's why he built it obviously.
And so kudos to him.
uh i'm always curious like as folks have
this and they're rolling it out um what's
like the what's the crossover like like
for example with all the health and
wellness service stuff the red light
therapy the sauna all that i'm i would
i would love to ask him like is
it just
folks that are a thirty five year old
and plus are they forty or forty five
year old and plus to do it is
it a lot of sixteen year old baseball
players like I would just be curious as
to like what he sees with the flow
of the demographic going to the sauna
compression red light therapy
Of all of my friends,
John would be the least happy if I
spoke for him.
We should have him on.
I'm texting him right now.
If he texts me back,
I want to be like, call,
because I can pipe him in.
Here's what I see anecdotally,
and then I'll let John answer when we
get a response,
either today or next live stream.
I see the range of people,
because I drive by.
I drive by all the time,
and I peek, and he's smart.
He keeps the windows open.
You see right in from a very busy
highway.
Not stupid.
Big sign.
Um...
I see a range.
I do see the sixteen year old kid
who's playing high school baseball.
I see the dude my age who just
wants to not stop playing beer league
hockey.
And I've seen older adults.
So it's more psychographic than it is
demographic.
Um, that's my anecdote,
but that's also like if you,
and that's also who he shares on his
socials at which I wish he would share
more,
which he would just hire my buddy drew
and shoot a bajillion things.
But, um, you have to,
if I don't see me,
I don't think it's for me.
Um,
but people I've seen when I've just walked
in to say hi is not one area.
It's a more of a psychographic than it
is a demographic, I think.
I think there's going to be a skew,
right?
There's going to be less seventy-year-olds
who are active, and that's unfortunate.
But the ones that want to in this
thirty-mile radius, go there.
Seth Godin would say,
people like us do things like this.
But they're also smart.
I see what they're doing in public.
They're starting a run club.
They did that a few months ago,
and I was like, ding!
Moneyball.
Even if it, quote, doesn't go anywhere.
it's going like,
even if you just talked about it,
even like they're not lying,
but I'm saying,
even if your clinic and your,
even if you just lied and posted fake
videos about the run club that never
existed enough juice from that,
I'm not advocating lying.
Don't lie.
But I'm just saying, even just seeing it,
even if someone never went to your run
club, they'd still be like, Oh,
they're for people like active, like me.
Oh yeah.
I'm like, even if you're not a runner,
you're like, well,
I'm a beer league hockey guy.
So that that's kind of, for me,
not the average place with beige walls.
See what I mean?
Like even in this.
And John was the first to say,
I will have to call him out.
People don't make decisions where to go on
social media, not in this zip code.
And I'm like,
because John wasn't a social media guy.
He's not.
And I'm like,
then that is confirmation bias.
But now but now he is.
I, and here's why I think,
or his team have a whole episode.
Yes.
His team is a little bit younger and,
and, and more social.
The, his front desk admin is, is quiet.
Like John, John's a little,
John's not like me.
I'm all over the place.
I think his front desk person.
And I think his staff have chipped away
at him and just been like, Hey, listen,
why don't we try it?
Like Dave,
Jimmy would come in and be like blowing
everything out tomorrow.
We're changing everything.
Cause I move fast and break things.
I think, and this is anecdotally,
The change at Resolve Physical Therapy has
come because he hired one PT.
Then he hired another.
And they've slowly just said,
why don't we try this?
And when you hear someone like a
woodpecker just pecking a little,
eventually John's like, all right, fine,
fine.
Show me.
And then a little win.
And then another little win.
And I think that's how things change.
I love it.
I was looking on their social media to
see if they're showing what type of
clients or patients or customers are using
the sauna, red light therapy,
compression boots, all that.
And I don't see it.
So that also,
I was trying to see if I could
answer my question that way.
And you should be seeing it because if
I launched a new product,
you know what I would do for the
next sixty days?
Only that product.
I would triple.
I would do ninety percent of that product
and ten percent of everything else.
I would make an insane offer for the
first three months.
It's a hundred dollars unlimited access.
All right, fine.
Let's, let's reel it back.
You're not going to let someone in there
at three o'clock in the morning,
but during our open hours,
if you walk in and you reserve a
time,
you have unlimited access to the recovery
room as many times as you want.
The average person is not going to just
pull up.
And just live there.
And if they are,
we'll deal with that problem later.
But to kick it off,
this is how Walmart got started.
Walmart rolled into town and found the
high school prom queen and the high school
quarterback from thirty years ago.
And they hired them and made them managers
and greeters.
Because everybody in town knows Steve,
who was the high school quarterback.
And then Steve just goes, oh,
I'm over at Walmart.
See, dude,
they got a chainsaw for thirty eight
dollars.
It's insane.
I'm going to buy four of them.
That is powerful.
Question it.
I think they're the richest family in the
United States.
So maybe Jimmy's just insane,
or maybe I think you should just steal
the strategy of what these organizations
do and adopt it for yourself.
So that's the only thing I would give
a critique.
John never asked for this,
but he got it.
That's the only thing I would ask,
I'll give a critique for, for Resolve,
is I do not want to see one
session price.
You know what I would do a one
session price for, Dave?
A dollar.
Your first twenty minutes is a dollar.
For a trial?
Yeah.
Yeah, it's a dollar.
It's a dollar.
Do it.
And then I'd say it's,
what would you price that at?
Unlimited recovery room access.
You can't get that anywhere within a
forty-five minute drive of this town.
His price for three times a week
is one-seventy-nine per month,
but most likely... Wait,
does he have a monthly price on there?
Dude, you cut me off.
There were three tiers.
Sorry.
It's all right.
I don't have it up now.
Let me see.
It was like eighty-nine,
a hundred something,
maybe a hundred and twenty-five,
a hundred and twenty-nine,
something like that,
and then like one-seventy-nine.
So there were three pricing tiers.
I would push John and I would say
do one-seventy-nine unlimited.
What's it cost you?
What's the added overhead for that, Dave?
Anything?
Other than the electricity,
like nothing set up.
I mean,
you have to have some person set up
the compression booths,
but you already paint.
They're already there anyway.
Right.
And then, okay.
All right, let's go to the extreme.
The slippery slope, Jimmy.
Great.
You have to book a session and there
can only be two people.
Now it's exclusive.
You got to get in early or you
could pay five hundred dollars and you
could skip the line.
If you got a problem, yo,
I'll solve it.
We can, if you have a good problem,
like, Oh, I literally, Oh my God.
Last story.
Then we'll do parting shots.
When I was in Northeast Pennsylvania
working for the radio station,
we got called for a new sponsor,
a new advertiser.
This guy bought an old bowling alley.
So Scranton was the Metro and Wilkes-Barre
was the Metro.
And then in between and around was it's
woods, man.
I mean, there's some towns,
but it's rural.
This guy bought an old bowling alley,
twenty minutes east of Scranton,
Pennsylvania, near Lake Wallenpaupack.
And he put like an ungodly amount of
money into an old bowling alley.
But he did laser tag and batting cages
and an arcade and a bar.
He's thirty minutes east of Scranton,
near Lake Wallenpaupack.
There's no one there.
And I'm touring it, and he's like,
how are you going to – my job
is come in and figure out how to
tell the story on the radio.
And he's like, bring the staff,
and they'll have fun.
And I'm like, they're in their thirties.
They don't want to come – whatever,
but we did.
Bowling, laser tag, batting cages.
And I go, I got to ask, man,
why not do this in Scranton where all
the people are?
And he goes –
how big this parking lot is like i
got a lot of parking and i'm like
do you know what you don't have and
dude hold on here's the clothes he
literally looked at me he's like oh shit
He realized he done up.
He did.
Welcome to business.
All right, party.
Oh, man.
Well, I'll go.
I'll go one A, one B, one A.
I want to see you continue to have
your offering more to private practices.
I know.
Speed to customer, speed to delivery.
Testimonials will come faster.
Results come faster because of the
decisions are faster.
totally understand the long-term play of
all these, uh,
agencies,
associations that you already have a lot
of connections with.
I get it.
You want to squeeze the juice out of
the association fruit.
I get it.
And then just the health and wellness
stuff.
I always love riffing on this stuff.
So I think it's part of the future
of physical therapy,
whatever you want to call the future of
physical therapy with the self-paced
stuff.
And the beautiful thing that we kind of...
know what we talked about but like the
red light the sauna the compression boots
whatever people are paying out of pocket
for those things and they're like yeah of
course that makes sense like they're of
course that makes sense like it's twenty
bucks one seventy nine whatever like
people so you're finding spenders you're
finding people that are opening their
wallet for the health and wellness
amenities or offerings.
And that's why it's so genius by John
and so many other people that are doing
it, where it crosses over like, oh,
and then also like when you're trying to
run and now you have aches and pains,
we have physical therapy.
And oh, by the way, like, yeah,
it's a higher dollar amount.
Maybe it's one seventy nine a visit or
whatever he charges.
whatever they charge out of pocket but
it's like they already have found spenders
or you have the patients on that are
already spenders and now they're like i
don't need the one-on-one pt anymore but i
i do like this health and wellness stuff
and you keep them in your ecosystem on
emails and they stop in you know in
person and then when a new ache or
pain pops up they sleep wrong one night
and they wake up with a stiff neck
or like a dead shoulder or whatever
They're like, oh,
I was already going to go for the
red light.
And now it's like, let me...
So both those two offerings are just so
synergistic just to have like a stupid
business term.
But like the synergies between those two
make sense.
I would need someone to give me a
very good explanation of why they wouldn't
do things the way we're talking about
them.
And again,
maybe we're both wrong and we're crazy,
but Dave's the guy out there doing it.
Jimmy is the guy in front of the
dry erase board looking like a crazy
person.
But... Where are they?
Where are they?
I need you to convince me I'm wrong
for this one.
I would say understand what business
you're in.
APTA academies are in the belonging
business, not the CEU business.
Clinics are in the can you guide me
business, not the intervention business.
So for John,
having PT next to a recovery room shows
me he understands what business he's
actually in.
We're back on Thursday.
We'll have more of this.
Follow Dave on the Dave Kittle Show on
YouTube.
Tony Meritato, Total Therapy Solutions.
I'm on PT Pinecast and Concierge.
Pain relief, CPR.
I got to get new hats.
Get a little dirty from baseball.
I never noticed it was CPR until I
started doing the post and I wanted to
shorten it.
CPR is good.
That's a thing.
Oh, get better.
Emergency.
People alive.
Four hours.
We're back on Thursday.