and there he is there he is there
is the man he looks like mobile
unfortunately you know i hate mobile with
this he looks like he is on the
stranger stranger things uh cabin are
either of you guys stranger things fan did
you i did not i wish i did
i've heard it's a cultural phenomenon at
this point so
it is dave you no not at all
oh we lost you dave here's here's the
problem we were talking about this last
night at new year's first of all happy
new year's to you guys even happy new
year who's in the dark um do you
remember the tv show elf yeah of course
al feels like it how long do you
think alf was on tv for gosh uh
how long ago was it on or how
long how many how long did it run
five seasons i don't know i would have
said eight because it felt like my entire
childhood was four
But there were a hundred episodes in four
years, twenty six episodes per season.
So the reason I'm saying this is like
how many were there for Stranger Things?
I'm sure some people out there could
Google that.
But the thing is,
there's such a delay between like season
one and two, two and three.
That someone's like,
are you ready for this?
I'm like,
I don't remember what happened the last
two seasons.
I have to go.
Well, yeah.
But that's the thing.
Is this a brilliant strategy?
Because what happens?
You go back and you rewatch.
We rewatched season four before season
five came out.
Had to.
So, I mean,
I just I got I have to wonder
if this is, you know,
baked into why this is so successful.
I just told I just told my seventeen
year old the other night he was like,
oh,
he had his first party at our house.
It was like I made it too short.
I told people, you know, come at six,
leave at nine thirty.
He was like,
I was afraid it was going to be
boring.
I said,
you want people to leave wanting to come
back, wishing they could stay longer.
Don't keep them here wishing they could
leave.
And so it's the same thing back to,
you know, Dave versus me.
I'll do an avow.
You'll be in and out the door in
twenty minutes because I want you to want
to come back tomorrow.
I don't want to overload you with a
ton of information today.
You know, that's the whole thing.
i changed all of like my introductory
phone calls from like i think they were
an hour then they were forty five now
they're thirty and i'm like in my brain
i'm like do you know what like if
i could do an analysis of a hundred
phone calls or a hundred calls or whatever
it's that first five or seven minutes of
a zoom call how are you i love
your living room like like it's just like
the stuff that doesn't really like can we
just and at the end we don't know
what to do it's funny how that works
we get done right when oh we're at
time so then shorten the time
So let's hear what you guys do for
the big New Year's Eve.
Dave, start.
Yeah, you're in some more tropical.
Even though it's forty two right now,
we're in Kissimmee, central Florida.
Oh, nice.
It's cooler than, you know, we would like.
But it was it was warmer a couple
of days ago in South Florida.
But yeah, just just laid low.
Nothing crazy.
Went out to dinner.
But other than that,
we were in bed by ten thirty.
And that is that is the new me.
That's the new us that that is.
I mean, I.
I think maybe this is the first or
second year that we went,
maybe second year we went to bed before
midnight and it's glorious.
The,
the only thing that matters is my health
and wellness.
And, uh, you know,
if I don't stay up until midnight,
any other night,
like why do it one extra night?
Just because Ryan Seacrest is on TV.
yeah i went to a buddy's house and
like they had all been in florida and
drove back the day before one of them
the guy hosting the party his wife is
always ready to go lauren's ready to go
to three a.m at any given moment but
i was like looking at my buddies i'm
like if i dip out early or like
are you gonna be mad and these are
guys i've known since elementary school
and they were like you're the only one
without a wife and kids you're the one
who can bail it like like run run
for us tell us how it is texas
texas when you're in bed i want to
know
Yeah, we do a big party poker tournament,
but it's all family.
It's all kid-friendly.
Every single year we do it.
And every year,
I just pulled up on the screen,
I don't understand how this works.
Dave,
have you ever been to Times Square on
New Year's Eve?
no no no i'm not i'm not a
native new yorker but native new yorkers
do not go to times square well uh
and jimmy jimmy you're from you're from
upstate so you're not a new yorker new
yorker i was born in the bronx okay
all right so you're you're you're there's
an asterisk to saying native new yorkers
don't go when you're twenty one or when
you're nineteen you might
So I had a buddy who went to
Columbia.
So I went to school.
I went to college up, up, upstate,
but we came home for Christmas break.
And my buddy was like,
I got a dorm room in Manhattan.
Like if we're not taking advantage of
this, we were like, so we went and,
uh,
It's pretty like cell phones and whatnot.
So yeah,
I have no photos or videos from this.
Would I go again?
Absolutely.
Way back.
It was way back.
Absolutely.
So Jimmy, you can get that image.
I don't know why I can't get the
image off the screen.
What's up there in the meantime is a
picture of two thousand twenty four.
It was the same in two thousand twenty
five.
How does Planet Fitness have the money?
I understand it's a big company,
big chain, lots of cash.
How can they possibly afford to spend all
of that money on that sponsorship, ad,
whatever you want to call it?
I looked up in chat, GBT,
there's no publicly available information,
which I'm surprised.
Isn't Planet Fitness a publicly traded
company?
Not that I know of.
Oh, okay.
Well, anyway,
it said it could be tens of millions
of dollars to have that night and all
that branding.
How is that possible that they have that
kind of money?
I guess the question would be like,
how many stores do they have?
What's the average revenue?
We can do the math.
They're like cashflow, right?
Pretty quick if that's available.
Or they borrow some of the money and
they know based on their financials and
their projections,
they're going to cover those payments in
the next three to six months or whatever.
If I were smart,
I was looking at this photo, you know,
my went into my head immediately because
we all have our own lenses.
If you've got that kind of brand and
going on and you don't have several
different media teams shooting non New
Year's Eve related stuff while you have
all the branding in New York City,
you're an idiot.
Right.
Like you like you better be multi
capturing at this point.
All right, where are we taking the combo?
I feel like we have a lot in
the group chat,
but I honestly wrote you guys off for
today.
I was like, there's no way,
and then I didn't prepare.
I got something.
Okay.
Tony's going to love this.
Jimmy's going to love this.
We're talking video.
We're talking attention.
We're talking leverage.
All right.
So we've been going down to my wife's
family up here and the other, you know,
South Florida and Fort Lauderdale for
forever, for, you know,
for as long as I've been around for
the last ten, fifteen years.
So there's this little ice cream shop
called Cherry Smash.
It is no different than any other ice
cream parlor across the US, most likely.
The only difference is, is that
uh well first of all we've been going
you know intermittently and there's a
little some screenshots and videos i sent
you guys there used to never be a
line at this place and then all of
a sudden uh annie my wife's cousin was
like yeah we're you know cherry smash but
like now there's always a line he's like
because they kind of like went viral
there's like a bunch of tick tock videos
and this and that
And so, well, why though?
So you go there and it's just over
the top with Christmas decorations,
like outside on the facade of the
building, in the parking lot,
there's a fake snow machine out front.
In Florida, it's like, it's like,
it's like, it's like, it's like,
it's like, it's like,
it's like
Is it like this all the time or
this is them at Christmas?
Great question.
I had to ask an employee because you
know I'm nerding out on this stuff and
I'm like, how could I leverage this?
How can I use this type of stuff?
So I asked one of the employees,
I said, when it's not Christmas,
what's like, are these decorations up?
What does this place look like?
When it's not Christmas,
it's a whole bunch of antique decorations
diner features inside of this place so
it's like older like wooden tchotchkes and
all that type of stuff so they have
he said the owner and he was going
into it i loved it i was getting
some of the background he said the owner
owns like the next couple of storefronts
so he used to be like bays like
it was like an old antique car repair
place or whatever so he owns the next
couple stores that are like bays that
actually hold all this extra
Christmas decorations for when it's not
Christmas.
And so when it's not Christmas,
there's still this nostalgic diner feel
and these old wooden antiques that are
super unique and all that.
So I was taking a whole bunch of
videos inside this place.
It was pretty big inside in terms of
seating.
But when we got there,
there was a line of like,
fifty people out the door.
and i did share something else with you
guys about potentially like you know pizza
places giving away free pizza for two
hours at a time every day in new
york city
And pizza places that give away free
pizza,
people don't really realize like
necessarily that it's a block of two hours
of giving away free pizza.
All they see is the line, right?
So it's like this fake perceived,
you're like FOMO,
you're missing out on something.
Yeah, it's real.
You don't know why there's a line.
But I was like, man,
how could we use this?
I sense you guys in the chat, like,
I literally am thinking, like,
could I test this and do a Christmas
in July?
Could I get a bunch of merchants nearby
to, like,
donate free Christmas stuff and do inside
of our office,
kind of like do it up and do,
like, a fake Christmas in July?
And then that's the test run.
And then try to manufacture the same thing
Cherry Smash did, which is...
we get something like that to go viral
to get people to come and just be
at the office even at six to ten
p.m at night and in doing so you
could get free time with santa you could
get i don't know a free gift a
free ice cream we're not going to turn
into like a an actual food you know
we're not going to dispense ice cream and
and pay for it we're not going to
get into the whole you know food
department
free massage if we if we got into
giving away free goodwill or free ice
cream or free candy canes or whatever
could that attract people and would they
come uh and we could i don't know
you could do qr codes or whatever you
something to get opt-in so that i'm
capturing like these nearby people maybe
maybe they're coming from jersey or long
island or whatever but this is my intent
was like how could we use this in
a physical therapy office to get
Name, phone number,
email address maybe of people that are
coming for this Santa thing.
But the whole Christmas facade is
attention, leverage,
getting eyeballs on your brick and mortar
physical therapy office.
There's a lot here.
So number one,
are the people that are coming,
is it a destination or are they walking
by and it's what the hell is that?
I'm already here, but let me go there.
Like,
is this like I'm on Broadway and these
are people that are now stopping to create
foot traffic, a foot traffic jam?
Or are these people who are like,
I'm coming from twenty miles away or
making a destination?
These are people that are most of them
seeing the TikTok videos and now there's a
line out the door.
Two, three, four, five, six years ago,
there was never a line in this place.
It's the same ice cream.
It's the same milkshakes.
It's the same flavors.
You know,
maybe a few sprinkling of new stuff,
but like it's basically the same place,
the same signage, the same everything.
Now they're just doing social media and
they're doing videos and all that.
And their customers are doing videos,
like, you know, user generated content.
So yeah.
People are not walking by.
In Florida, it's not like, oh, you know,
it's not food traffic.
You're not on a boardwalk already,
and then you're just the loudest thing.
This is why stores were in the mall,
right?
It's like, that's insane.
They're going to compete with each other.
I'm like, no,
they understand that I don't just need
underpants.
I need socks and shoes and a hockey
stick.
You're in New York.
So like a seven in Kissimmee is a
two in New York.
You know what I mean?
Like you spent a million dollars in
Kissimmee and they're like,
thanks for paying your rent.
Like, thanks for coming out.
So you have to, you know,
to not quote Spinal Tap,
you have to go to a level where
Kissimmee might have to go to a six.
And...
That's weird.
Santa Claus and snow in Florida is weird.
It's not weird at all in New York.
It's expected.
Now you're competing with Rockefeller
Center.
I think you have to go to the
other edge.
Brainstorming is cool,
but there's this exercise called
edgecraft.
Why wouldn't you do...
What's the opposite of Christmas?
Oh, the Grinch.
I don't know.
I think the Grinch is now one degree
over.
It's either July Fourth or Halloween.
it's the anti thing or it's the,
it's so hot.
We're we have, we have,
we have people doing workouts.
We have Venice beach on what street is
your, is your brick and mortar on?
It's a billionaire's row.
Venice, Venice beach.
And now you have heaters and then you
have people doing Venice beach things on
the, on the, on the, on the sidewalk.
And then the challenge,
the interactive longboarding,
longboarding.
Yes.
Everything that's Venice beach is New York
and it's what's cold.
It's hot and what's hot.
It's cold.
All right.
I like this.
I think that's, that's a play.
I don't think it's necessarily the play,
but like,
You can't copy them because then you'd
have to outdo them by a factor of
one thousand.
And that math doesn't math.
But doing Venice Beach might.
This is what happens when I listen to
Rory.
What's what's his last name?
Sutherland.
And he's like, yes.
I was just listening to an episode as
I was getting ready today and I was
three minutes late.
I think it's the guy who was CEO
of TaylorMade and then became the CEO of
Taco Bell.
And he was talking about TaylorMade and he
was like,
we saw we were in a race and
it was Callaway and whoever was in front
of him.
And it was like,
even if we did everything they did,
we're just going to still follow them.
And he's like, so we took our,
he's like, why are we so slow?
And they're like,
so he didn't know anything about golf or
like really the ins and outs.
And he was like,
it takes three to four years to like
come up with an idea for a product
and then have it in shelves.
And he was like, it's a year now.
And like, you can't do that.
He's like, it's a year now.
So you have to do the,
it's their year now is we're not going
to just put up Christmas lights.
We are going to vomit Christmas.
Why?
Because it's a juxtaposition.
And then you go on with PT Barnum,
nothing attracts a crowd like a crowd.
I still like...
Do you guys remember the pull-up bus?
Yeah.
It's a guy who drives around and he
welded a pull-up bar into his hitch in
his van.
And then he stands outside and there's a
whole category of these videos now.
And I love them.
Where it's like...
A guy walks around a college campus with
a football and he goes,
I'll give you a hundred dollars if you
catch this.
And he just throws the ball.
And like, honestly,
like girl's got an iPad.
I was like, who are you?
No setup.
But the,
he's able to give away a hundred dollars
or a thousand dollars at a time because
it's so ridiculous, but it's not,
you know, it's not gonzo off the,
it's like, wow, is,
is she going to catch it?
You do that.
So Dave shared this,
which he already talked about.
A Brooklyn startup founder stopped selling
pizza and giving it away for free.
Free slices made him a million dollars in
three days.
Wow.
Everything else?
Well,
this is exactly what we've been talking
about back to, okay,
I can charge one human for one hour,
a hundred dollars, three hundred dollars,
even a thousand dollars.
Or I can monetize that hour that I
spend with that human,
put it out on media,
let YouTube pay me, Facebook pay me,
Instagram, all of these other things.
That one hour of my life that I'm
never going to get back,
it could be monetized for tens of
thousands of dollars.
And so you take the experience that Dave
is describing,
you make it something visually appealing,
something Mr. Beast would look at and say,
yes, this is going to get clicks.
This is going to get watch time.
This is going to get people to pay
attention.
And then that's the product.
It's not the therapy.
The therapy is just the raw materials to
create the product.
I created a video yesterday where I was
I forget what I now walk around a
little pad and I just write down the
word and then I create a video about
that thing that I was going to explain
later.
And that's way easier.
It was like I live in New York
where all the people from the city come
in the fall and pick apples or they
look at the foliage.
right that's just leaves that's that's the
way we that's why we up so that's
why we upsell leaves and the funny part
is i've lived in the city i've lived
here i've lived in tourist destinations
i've lived in urban destinations and
people where you are are always pissed
that the other people are there and i'm
like you do know they're paying for this
right like this is a good thing also
you know you go to the city for
things and that's other people's houses
but anyway yep um
Apple orchards.
If you're in the market for apples,
an orchard is ironically the dumbest place
to go because it's really expensive to get
a bag of apples.
You could go two miles down the road
to a supermarket and get probably the same
apples,
the exact same apples from that orchard,
way less.
And they know you're not going there for
the apples.
So they don't charge you a dollar an
apple.
They charge you two fifty an apple because
you're there for...
the free the free band and the free
cider and angry orchard is down the street
so you can go get some cider sipping
and and you're there for the wagon ride
and the cornhole and the all that stuff
and people happily pay it why because you
can't get that in manhattan that's why you
come here right i think it might be
similar to kissimmee what can't you get in
manhattan that's another idea we're
talking riffing on the whole opposite of
christmas thing right on
What if we brought fake trees?
We do apple picking in the fall.
See,
I'm trying to think of the things for
getting leads and patients and attention
and all that that have to do with
families because then it's the husband and
the wife and maybe the kids.
It's like an event.
As long as you can even, like,
if you bring a tree, make a tree,
but have one of the things be a
pull-up bar.
Like, there should always be a movement.
Like, you know what I mean?
It shouldn't be like,
what's the direct line between,
why is this guy apple picking,
but he's a PT?
I don't get it.
He's going to make a jungle gym look
like an apple orchard.
He's going to do all this Halloween stuff.
But like, I don't know,
maybe everything's six months later.
So like Christmas is in December.
What's in June, July, fourth of July in,
in may you do Halloween.
Cause that's as far as you can get.
Maybe you're always twelve.
Maybe you're always a hundred degrees off
on your holiday.
I don't know.
So, Jimmy,
I shared a link that you shared from
Instagram talking about this cocktail
comes with a letter.
Oh, this was a cool idea.
Yeah, yeah, yeah.
So let me bring it up.
Are you going to bring it up?
Yeah, you bring it up.
I'll bring up a screenshot.
So I saw, of course, I clicked.
Yeah, just do a screenshot.
So essentially,
you order this cocktail called the Scarlet
Letter.
going back to tenth grade english i
remember it was a book i don't remember
what it was about but everybody knows the
scarlet letter right um and you it's fancy
and it's probably the most expensive thing
on the menu which is why people are
like how i've got it what is this
it's it's your birthday remind me to tell
you the story about the barber chair but
i digress so with that you when you
order the scarlet letter you and only you
get a sealed in wax
letter from the the last person who
ordered that drink just to you and then
you are a responsibility to write a secret
letter that is so genius guys it's so
dumb so smart it's savvy though it's
different so dumb can i tell you about
the barber chair yeah this is dumb but
so brilliant there's a guy who had a
a a franchise of bars called hardware bar
And his shtick was,
was a bar for twenty one, twenty two,
twenty five year olds.
But everything looked like a hardware
store.
Right.
That was the thing.
But he also understood they were there for
a show.
So there was always a band.
There was always a ridiculous can't be
true contest.
We did vibrator races.
We did dunking for we did dunking for
doughnuts in beer.
Right.
And it was this dumb contest.
It was always at midnight and then it
was always late.
It was always like twelve forty five to
keep it keep it going.
But the trip was always for a trip
for two to the Bahamas.
People like you're not that's not on a
Friday in Wilkes-Barre, Pennsylvania.
Yes,
he was because he bought them in bulk
from a travel agency and it was the
bare bones.
So he could go on the radio and
say trip for two to the Bahamas.
You have to go.
You have to try.
But his piece de resistance was he had
mounted mounted a barber chair on the bar
at the end of the bar.
So you're sitting there and you're
drinking and you have to be like,
why is there a barber chair?
So there was a barber chair shot where
someone paid, you know, a shot was,
I don't know,
ten bucks or eight bucks or something.
The barber chair shot was thirty-five.
And if that happened...
somebody pushed a button and the dj got
a little thing dropped the lights put the
spotlight on the bar the music came down
right your friend got escorted up onto the
bar usually a dude by a female bartender
who was quite attractive right wearing a
hardware a hard helmet and then they do
this whole like lady lady gaga whatever
dance to it where your friend is like
getting whipped with like a belt and
whatever and then a shot poured down his
throat his head shaking just like in
mexico and then get the hell off my
bar
No haircuts were involved.
No actual haircuts.
But it was called a barber chair shot.
Like a barber chair doesn't belong there.
So it's juxtaposed.
So like that's where I'm like,
if you're going to do something weird,
like make it
stupidly weird make it dumb you could do
a little bit off like i used to
do a thing called like what the hell
theater i would read the news but it
was all the dumbest news you could find
on the internet so it's like oh a
regular thing is to read the news on
the radio it's like yeah but i read
all the florida man stories or like can
you believe this happened like so you just
i don't know you got to make the
big small the small big i don't know
so do you guys do any kind of
resolution or any any pledges for the new
year
You can take this, Dave.
I have one too.
No, no.
I'm already locked in.
The health and wellness.
No, that's good.
My health and wellness, family, business,
that's all one bucket somehow.
And then the second bucket is, you know,
trends and all that, you know, type stuff.
It sounds like you don't need the
resolution because you're like,
I'm three miles into this race.
Like I'm doing like,
I'm now just going to repeat the thing
I'm doing, which is good.
So it's not so much of a resolution,
but do you guys know Jeff, Jesse Itzler?
yeah of course yeah of course so i
didn't know who he was until a couple
years ago because he started doing stuff
with his buddies with like david goggins
who is it seems insane right he's like
the shaved head former military navy seal
guy so jesse of course now is everywhere
on my feed and his he does have
a really cool story he started like a
jet business when he was like and he's
like i didn't know anything about jets but
he understood what he was doing he's the
kind of guy epic failures
But he's the kind of guy who also
sits down and is like,
what did I learn from this?
And then he just keeps going,
which is admirable.
Wasn't he a white rapper too?
He did Go New York Go.
Yeah, he wanted to be a white rapper.
He sold like a rap to like the
Knicks.
And he told the story how he's like,
they paid me five thousand dollars,
which in nineteen eighty nine was insane.
But he's like,
I had to use all the money and
then more to get it made.
He's like, I didn't price it right.
But he's like,
I understood me being the voice of Go
New York Go was more than five thousand
dollars.
So you spend it.
he tells a story how when he was
trying to sell something,
I think jet services to the Yankees,
they wind up saying no.
And then they sold him season tickets in
like ninety six.
And he goes,
we didn't have two dollars to rub
together.
But he's like, four years later,
I'm sitting at Yankee games with Jay-Z.
And he's like,
now JD's sending me clients.
And are those tickets worth it?
He's like four billion times over.
So here's what I got from Jesse.
I wound up buying his product because if
I see something from Jesse four thousand
times, eventually I'm like,
I know who he is.
He's cool.
And then when he says I have a
big ass calendar,
eventually I go buy his big ass calendar.
And this is his big ass calendar.
Just a calendar.
I could probably go get that printed
myself, but I won't.
And he says, and he's like me,
where I've always got a dry erase board
and I get made fun of from it
by people.
I need to sort of see it visually.
So I bought his calendar.
But then he's like,
it's not just the calendar.
So he's got these three things.
So have you ever heard of a Misogi
calendar?
No.
A Misogi is like,
you should have one crazy thing that
you're going to do that year.
I don't care what it is.
Swim the English Channel,
climb a mountain, run a tenk.
He's like, but whatever's big to you,
put it on the calendar or it does
not happen by accident.
You don't backfill in an amazing
experience.
So he's like,
put the Misogi on the calendar.
Then he says, plan a mini adventure,
not like climb a mountain,
but maybe do something you've never done
every other month.
So those are his mini adventures.
And then he says, third, create four.
Now it goes to like James Clear.
Create four winning habits.
Not all at once.
One habit per quarter.
Otherwise, it's harder to stick.
And he's saying that adds up to an
unforgettable year.
So the one Misogi, the four mini things,
which he calls Kevin's rules and the four
winning habits.
He's like,
that's how you add up to whatever.
So when you say resolutions, not so much.
But like...
awesome doesn't happen by accident.
Like sometimes I guess it does,
but a lot of times it doesn't.
Business success does not happen by
accident.
I guess sometimes it does,
but more often than not,
you write them down.
So it doesn't have to be a real
resolution, but it's like,
how am I going to systematize awesome?
It's like what Rob Dyrdek did with his
fantasy factory.
He's like,
could we just like continually do awesome
stuff over and over again?
And people were like, no.
And he's like, hold my beer.
And then he did
So like Dave,
I don't generally have a resolution or
anything like that,
but I do think it's an opportunity for
us.
It's one of those things where I think
we recognize resolutions fail.
I think we recognize people want change.
They don't know how to implement the
change.
They don't know how to stay consistent
with the change.
You know,
we hit the end of the year,
deductibles reset January one.
I have the repeated conversation over and
over and over again.
how are you going to keep doing this
january one why are you you know what
do you want to do do you need
to see me absolutely not you've got all
the skills you know what to do they
want to come because they know they won't
do it on their own right they have
enough understanding of themselves their
own human nature and this is where i
think we step in as professionals and say
look
It's no surprise.
People quit.
What is the quit date for resolutions?
Isn't it like January twelfth or
something?
Probably.
Yeah.
So like everybody understands you're going
to make this resolution.
I'm going to lose twenty pounds.
You're going to do it for a couple
of days and you're going to quit.
come see me.
I have the solution to not letting you
quit, to keeping it enjoyable,
keeping you moving forward.
That's why you hire a coach.
I knew a lot about triathlon and I
was in PT school.
So I knew a lot about human body.
And I still hired a triathlon coach one
of my last races.
And he was a student who was ten
years younger than me.
So two reasons.
I'm like, he knows this more than me.
And
I'm a big dumb animal.
If I'm training for something with a
partner or have a coach, dude,
I do it harder because it feels like
you're on a team.
And the coach sees it from a different
perspective.
The guy on the sidelines with the
experience sees what you're doing,
sees the big picture,
and can give you a different perspective
that you can't get when you're in the
middle of it.
Now,
I'm the first one to say most people
aren't going to understand that.
That's why most people continue to fail
and make the same mistakes year over year
over year.
But the ideal client for us does
understand that, does recognize that,
and has the resources to invest in making
sustainable change.
So that's where I think we drop the
ball.
We continue to work with individuals who
need our help,
but they don't have the resources
cognitively, emotionally,
financially to really make the changes
that need to be made.
That's why people keep smoking.
That's why diabetics keep eating sugar.
That's why you see the same broken
patterns happening over and over again.
Is it also... Okay.
Is it also...
how our profession,
because I hate talking about a profession
because it's just a bunch of people,
But is it how the middle of the
bell curve of our profession sells what we
do, which is very transactional?
You do what I say, which sucks.
I don't know.
That's not what a coach does, right?
And then we say, well,
why is the rise of the wellness influencer
or the online coach happening?
Is it because they sell the thing people
are easy?
It's easy to buy.
And if the right person buys it,
they get decent results.
If the wrong person buys it,
they just go away.
Dave, what do you think?
I don't know.
Some of those fitness influencers just
sell remote coaching and PDFs and stuff,
which I don't know if that really moves
the needle for enough people.
You have to have some amount of internal
accountability or self-reliance.
There's less friction to hire one of those
people.
So if a hundred people start and only
two keep going,
I like my odds living on the internet
versus having to pay for a brick and
mortar business and then have to turn
those humans who I'm not growing new
humans, right?
It's pretty much people within thirty
minutes we've decided.
That's a harder sell,
especially when it feels medical.
But it's like,
isn't this supposed to be free because I
paid for it already?
And it's like, no, no, you have insurance.
The insurance dictate, you know, we
Like there's several layers to this where
like if I see you and you show
me twenty five pictures of people's butts
you made bigger,
I'll pay for the booty program in twenty
twenty six.
That feels like an easier sell.
Oh, you go back to the accelerator.
Go back to the beginning of this episode.
Planet Fitness for fifteen or twenty
dollars a month has enough dreams and
enough aspiration and enough hope to pay
for the sponsorship of New Year's Eve
Times Square.
You know,
there's no physical therapy business on
the planet that has successfully sold the
aspiration of health and prosperity better
than that.
Then maybe this is not the most dumb
idea.
Maybe marketing your clinic as the
Ministry of Silly Gates...
who's actually a sponsor this year,
correcting post-op limps, waddles,
and spontaneous interpretive dance
outbreaks since nineteen seventy two.
Remember, if your gate is dignified,
you're doing it wrong.
But like that's facetious.
But like maybe it's not like because
that's what people want.
Like that's too tongue in cheek.
But like we're selling physical therapy,
which doesn't say anything.
That's like selling drugs.
It's why Roto-Rooter is Roto-Rooter and
they're not Plumbers R Us.
As a reminder, though,
with Planet Fitness,
about ninety one or ninety two percent of
their customers do not actually go to the
gym.
Wouldn't that be a great thing to be
in?
They have a ton of free cash and
their facilities are not worn down at the
rate that they would be.
and they and they don't have to get
new equipment and new whatever uh you know
new locker rooms and machines and whatever
parking lots what you know whatever it is
um everything uh they don't have the foot
traffic that their actual cash they
understand that they're in the customer
acquisition business
And it's so cheap,
ten bucks a month or whatever, fifteen,
twenty, but mostly ten.
People,
it's so cheap that they don't cancel it,
which is just, I mean,
that's the same business though that
physical therapy is in,
in terms of like people that, you know,
whatever, what is it,
seven to nine percent of people with
musculoskeletal issues actually get the
physical therapy.
It's like the inverse.
Right.
But we say, well,
we make it so damn hard.
I did that video last week.
I'm like,
we make it so damn hard to like,
is this right for me?
Is this not right for me?
Is this for me?
Planet Fitness is like,
do you have a pulse and ten doll
hairs?
Come on in.
We have this and this and this and
this.
We do everything.
We're going to tell you what to do
when you do it.
But is the answer either or if you're
a PT?
I think the answer is in the middle,
which is like create the environment,
be there when you need.
And if you're not needed, awesome.
But when you need me, here I am.
And now we'll bill your insurance.
Let me let me go back real quick
to what Tony was saying a few minutes
ago of his style of patients.
I'm curious if Tony does this.
I know other practices do this,
which is they get a new patient.
They evaluate a new patient, you know,
Mary, who's sixty five years old.
And then they ask Mary, like, hey, Mary,
like you have this issue.
Like,
does your is your spouse dealing with any
aches or pains, whatever?
And they try to activate the spouse and
then have the husband and wife or two
friends or whoever, two counterparts.
schedule their visits around the same
time,
because then that patient or client now
has some,
I don't know if it's like external
accountability,
but it's like a second person to go
through this journey together,
which is absolutely genius.
I don't know, Tony, do you do that?
So we used to do that when we
were in growth mode,
when we were looking to expand,
we were looking to grow,
fill the schedule a thousand percent.
You have a sister, a brother, a husband,
a neighbor.
Like,
don't you think this is such an amazing
experience?
Don't you think it would be even better
If you brought them with you, we've seen,
you know,
countless businesses grow like that.
Now, no,
because we've got more patients than we
can handle.
We've got, you know, we're booked solid.
The patient care growth is not the
priority for us.
But yeah,
like if I was in growth mode,
that's exactly what I would be doing
constantly.
And I genuinely believe like, look,
what else is that person doing?
You're here.
They're sitting on a couch watching a soap
opera or Maury Povich,
like get their butts in the clinic and
everybody does better.
Yeah.
I mean,
if we sell this as a journey,
how many people go on vacation alone
versus on vacation with at least one other
person?
I mean,
there are people who go on vacation alone,
but they are the minority.
They just are.
So are you selling a journey or are
you selling a transaction?
Jim's the same.
I'll do it if you do it.
This is why I think a giant miss
when you graduate from high school,
there's no team you're on anymore.
So look, with Planet Fitness,
my wife has the fifteen or twenty dollar
monthly membership.
She can bring a guest like you get
a free guest every single time,
every time, every single time.
There is no limit.
You can bring one free guest every time
you go.
Oh,
that's sticky because now I'm going and
I'm like, OK, I kind of like it,
but you're not going and I've got to
use my.
All right.
What is it?
Ten bucks.
Yeah.
That's a good idea.
And then there's the upsell, right?
Which is like you pay ten bucks a
month and you can go to your local
one.
But if you're traveling,
you buy the black card.
I know they used to do that.
Yeah.
I don't think even the base is ten
bucks anymore.
Inflation has wiped that out.
I think the cheapest is like fifteen now.
That's when I was living in Scranton
fifteen years ago and there was one down
the street.
So, Jimmy, this came up,
and this seems like it's right in Dave's
wheelhouse.
I don't think Dave wasn't tagged on it.
I'll read the post.
I don't remember who shared this,
but it's in my passion.
Drew Cruz.
Oh, yeah, yeah.
So it says, quote, I found this company.
I'm really intrigued and impressed.
They offer a preventative full body MRI
for cash and make a whole experience out
of it.
Even able to watch Netflix during the
scan.
Basically,
what do you guys think about it?
There's one coming to Nashville.
I think I've heard about that before.
We know that I think it's Mayo Clinic
has like a ten thousand dollar executive
assessment package where you go there for
a day or two.
They run all of this blood work,
do all of this stuff.
What do you guys think?
So the company that does that,
I'm pretty sure that someone tagged it,
there was a link or something pre pre
Nuvo, pre prunovo, something like that.
And Jeremy Sutton,
who's a friend of the pod,
commented below that he's got clients that
go so he's in Louisiana,
he's got clients that drive to I think
he said Dallas to do that.
And do you got I think I know
the price point.
Do you guys know the price point out
of pocket for the full body MRI from
that company?
Two grand?
Three?
I think it's like...
I think it's like three hundred or five
hundred.
Three hundred?
Really?
I don't think it's thousands.
Well, wow.
Or maybe... You know what?
There's probably like...
Here's the base rate.
It's three hundred bucks for the...
Do you want an MRI?
Yes.
Of your left elbow.
But do you want the results?
That's a thousand.
I don't know.
I feel like there's probably add-ons or
whatever.
Yeah.
I mean, you know...
Here's my litmus test, right?
When I was in journalism school,
the thing was, is it true?
Can you prove it?
So is this good or bad?
First of all, it's bad.
Do no harm, right?
That's the first rule.
So is having an MRI bad?
No.
Do you understand what it can and can't
detect?
Yeah,
it's on this piece of paper I just
signed.
Great.
Do you have the money and want to
give the monies for this?
Then do it.
All right.
I just ran a chat GBT search.
It says a full body MRI from Prunovo
pre Nuvo is two thousand four hundred
ninety nine.
Oh, my bad.
Jimmy was right.
All right.
If you're just doing head and torso,
it's eighteen hundred dollars.
Why would you only do head and torso?
Right.
What if you have that's their downsell,
man?
The downsell is torso only for a thousand
dollars,
but then there's an enhanced screening
package for between four thousand and
forty five hundred.
So I think this is the company whose
marketing was.
Kim Kardashian posting about doing it like
they paid her to be like to do
influencer reel or video,
and she was like, look,
I'm getting my MRI.
And this is the people some people got
pissed off,
it's the same people who got mad at
um what's the water company death water
liquid death liquid death death water i'm
gonna launch death water why because it's
what it's like getting like goggle.com
it's like it's close enough and people
might buy it um and they got and
she they got heat for it because they're
like you're just trying to sell mris and
using kim kardashian and they were like
yes yes that's people do that all the
time callaway golf does that easton
baseball bat does that
So I guess, I mean,
are people going to have a...
What happened in the comments?
People have a problem with it?
Because he mentioned Netflix.
So they understood they're selling the
experience of a wellness day.
But instead of like a foot rub and
Himalayan sea salt,
it's watching Netflix and getting MRI'd.
Fade fads, fade facts.
Won't is their tagline.
Every resolution needs a starting point.
Wow.
Smart.
So again, they're,
they're keying in on new year's
resolution.
I guarantee the,
the website probably didn't look like
that.
Have that tagline three months ago.
As I scroll through, you know,
these are the websites we should be
modeling.
This is the clientele we should be
approaching.
Who's willing to spend this kind of money
to develop a baseline assessment that we
could do without the technology and then
help them help these individuals really
develop?
Like, I don't know,
are these guys developing a fitness plan,
a musculoskeletal plan?
Yeah.
What's that?
So yeah.
What's after like, Hey,
here's your MRI results.
Like cool.
Do I just bring this to my doctor
now?
Or are you going to be my help?
Do you tell me where to go next?
The scan everybody is talking about and
now more.
You can book your appointments,
a hundred and thirty thousand like social
proof.
You've got real people here.
You can read their stories,
more patient stories,
human approach to healthcare,
a hundred and fifty strong expert team.
faq i'm a pretty standard website and
where are they where are the locations
does it say i don't know i'm going
to the top i mean they're opening
everywhere book a scan hit book a scan
let's see if it asks you where you
are top right corner oh here
uh los angeles oh and there's imagine that
pricing transparent pricing for you know a
company at a four thousand dollar price
point all right denver houston la all
major cities right now looks like yeah no
new york though yeah there's new york
where is it new york i'm curious
thirty-fourth street
Midtown.
Yeah,
because a bunch of places when people
work.
And I'm going to jump over and get
my quick MRI.
What do you mean, Steve?
You're getting an MRI today?
Are you okay?
Oh, yeah, dude.
It's this thing that we bought.
Ten of them for the family.
We're all MRI'd up.
We get t-shirts that say, I MRI.
Are you?
We need to get Dave one of those
A-frame signs that he can wear.
And which board?
Oh, we would do a while ago.
Jimmy,
you remember we were talking about doing,
uh, like, like not like a booth,
like a wooden booth or something.
We were talking about square or something.
Now someone's doing those videos.
And now I'm like, if we did it,
we'd look like we're biting off of Sean,
which is still,
I think he came up with that idea
independently,
but like he's doing more like the prove,
uh,
prove me wrong guy with the folding table
and people just walk up.
I still think the Charlie Brown,
the doctor is in would be magical.
And just hidden.
Oh, I got new microphones, by the way.
I get even smaller.
The road one's even smaller.
Beautiful.
Uh, really quick that, that, that last,
that last website,
one of you guys mentioned, uh,
the influencers, any thought, any, uh, I,
cause I had sent you guys a couple
of days ago, some,
some website about like online deals.
It was like influencer deals.com or
something.
Did you see that?
But my, my real, my real question is,
is there a platform to find local
influencers that might be interested in
being a social media influencer for your
physical therapy business?
as opposed to just cold messaging people
on Instagram, which you can certainly do.
And I had a post in Tony's Facebook
group where I was like, Hey,
if I did that,
so what I would need is if I
was,
I would become Uber of the NIL deal
for therapy or medical influencers.
And that's where people were like, well,
I get these directly DMs to me.
And I'm like, yes,
but what if you had four more a
month and you could be,
and you can pick and choose.
So I was thinking of this,
which is like,
I go out to the Hyperices or the
this or the that, and I say,
what are your needs this quarter?
We got to reach this demographic,
this demographic, this demographic.
Okay.
I go talk to the list of drivers
that I have, right?
People that I know that we all probably
know already who are growing their
channels.
And I go, I got this opportunity.
They're looking for this, this,
this to do this, this, and this.
Who's okay with that?
Give me your pitch and what your rate
is,
and then I go shop it for you.
And you don't have to do anything.
This should be a thing.
I don't know if you guys get this.
I don't think we ever talked about it.
About once a week for the past two
years,
I get an email from a podcast agency
that's trying to place a guest on my
show.
And it's someone in real estate,
someone in finance.
It's a lawyer.
And it's usually not the right fit because
it's not like the physical therapy
business, M&A type of like...
The way that works is it's someone who's
budding and knows how to use a web
scraper tool.
So when you have an RSS feed,
which is how your feed hits Spotify and
all that,
They'll use the web scraper tool and
they'll use AI and just be like,
find me shows that use these keywords.
Then your email address,
whoever owns the podcast,
because I run several.
So I get emails for all these podcasts
now because my email is at the bottom.
But yeah,
it's a smart tool and their cost is
almost zero.
They're selling the guest who's got a
book.
You're probably not going to get on Jimmy
Fallon,
but I can get you on Dave Kittle
and it makes more sense to be with
Dave because...
this audience but yeah you're right a lot
of times it's like and they're pitching
really hard they're like this guy's a real
estate entrepreneur but he can show you
medical providers how to get ahead and
you're like huh they they'll send they
send uh like a like a one pager
and like a bio sometimes and a website
and
So I found one and I did one
and she was a great interview.
She was great.
And I was like, hey, I'm curious.
How much did you pay for that?
And it was like fifteen hundred dollars to
guarantee ten placements.
So she just keeps going until she gets
this woman on ten shows.
What's that cost her?
She's probably running stuff in the back.
These are drip campaigns.
So I was like...
shit that's so you paid a hundred and
fifty bucks essentially i think it was
like fifteen hundred bucks or two grand
for ten guaranteed placements i have no
relationship with that service they're not
paying me but i was like yeah i'd
take that woman she's got a cool story
and she was shopping a book which is
the reason to do it and she owns
a bunch of clinics in new york it's
a smart move it is after a while
though i mean i you know can be
but there's no one subscribed because you
were never subscribed
And there's the same kind of groups for
different professionals.
It's definitely an established model.
In our group,
in the Passions to Profit Facebook group,
where I share offers,
I let other therapists know.
I just shot out five emails to specific
therapists,
connecting them with a product company.
And I told both sides.
I told the therapist and the product
company.
I was like, look,
these are hand-selected therapists.
that will probably do a video in exchange
for free product.
Some of them are going to ask for
money because they have a big enough
audience and a busy enough schedule that
they're not going to do it for free.
I'll let you guys work it out.
These are my five recommendations for you,
product company,
right now for the product you're trying to
sell.
And so whether it be an email list,
whether it be a private group,
there are communities, TikTok sellers,
Amazon sellers, any of that kind of stuff.
And the product companies that are smart
anyway understand that this is worth
something.
Otherwise, there are people now,
and there will be more people whose job
it is to just find... I mean,
I've been approached by a few.
Your job is to find...
You're the influencer marketing person.
You're the email person.
You're the website person.
You're the paid.
You're the organic.
They understand that.
Sometimes they're the same people,
but they understand this is a
completely... Well,
I shouldn't say completely new,
but it's a relatively, in the last decade,
new channel.
But it needs effort.
There needs to be effort behind it.
So you're telling me you pay someone a
full-time salary to make this their
responsibility,
but you're not willing to pay for some
that rise above.
So yeah,
free product is probably good for accounts
up to this size.
But above that, yeah,
it's worth something.
This is what's called CPM.
By the way,
you don't ever have to go with CPM
if someone shows you that.
Well, it's CPM.
It's like, yeah,
but I'm in a niche and you're talking
to me and we don't have an agreement
and we're not,
there's no insurance company.
Never use CPM.
Create your own dollar amount.
Or the only time I use CPM and
I go, even if it was for CPM,
that's the basement, my friend.
It's too low.
Thanks for coming out.
Go pay CPM with CBS.
So back to the full-body MRI scan.
Yeah, we should do one.
You know, Peter, Dr.
Peter Atiyah keeps popping up again for
reference.
I followed him for like fifteen years.
I've known him forever on social media.
I don't know him personally.
He he has the most basic like he
he is the medical doctor.
He has exercise physiologist.
I think he has strength coaches on staff.
They run you through a basic, you know,
body assessment.
I don't even think they use any
specialized technology,
maybe the VO two max with the respirator
stuff, but I'm like,
and he's at six figures.
He takes seventy five, I think,
patients and that's it.
His his he's full.
Why is every physical therapist not doing
this?
Me included.
I am in the I'm not doing it.
No, I'm not.
No, I'm not doing it.
he was on the Tim Ferriss show for
the longest time intermittently and so
much so ingrained in the show.
I don't know if you guys know this,
but sometimes he would be the host.
And Tim would not even be on the
show.
And Peter Atiyah would be interviewing.
I have episodes saved where I was like,
this is like an awesome business podcast.
Like that episode was great where he was
talking to like Ray Dalio or somebody.
And Tim Ferriss wasn't even there.
So he's got such a history and obviously
trust with Tim Ferriss.
And Tim Ferriss has a gigantic show that's
like legendary.
And before Peter Attia even had Drive,
his podcast,
he was co-hosting or guest hosting on the
Tim Ferriss show.
And so that, I think,
is a huge advantage that you just can't
make up that ground if you don't have
it.
Sure you can.
It's just going to take you ten years.
Or that.
Right.
So I've been busy.
So we'll share this off air.
But I've got my first quarter and my
first third of twenty twenty six going
forward.
Right.
And I've been talking to a lot of
people.
My little campaign on LinkedIn that I came
up with half a bottle of wine in
where I just do like marketing reviews.
That freaking works.
I have people DMing me in the background.
Do my company.
And I'm like, why are you asking me?
And they're like,
because I'm a sales guy at a company.
And our marketing sucks so bad that why
I get on a call,
I have to do so much education.
I'm never selling it.
Like the salespeople understand that
marketing's the artillery.
I soften the beach up.
And then when you hit it,
it's easier to get in there.
No artillery, you get killed.
right?
So I've got people like,
do our company next.
And then the guy was smart enough where
he's like,
I'll slip it to the VP of whatever.
And I'm like, yeah, cool.
All right.
I was probably going to do it anyway.
But these things work.
They're paying attention.
But I've had conversations with people in
C-suite
positions in healthcare.
And they're like,
so what's the real secret with why your
podcast?
Oh, like you're,
you look like you're everywhere.
I'm like,
I'll put a camera right there and show
you what I do for a week.
And it's all the stupid crap that we
talk about on the show.
It's just, I keep doing it.
I'm like,
do you want to have a podcast bigger
than mine?
Release two episodes every week for ten
years.
It'll work.
Let's we need to growth yesterday.
Great.
And pay to be on someone else right
this way.
Pay me or run ads like that's it.
Go get bricks and build a house or
you get to rent out my Airbnb.
Two choices.
So I know we're running low on time,
but so Tony,
were you suggesting like more PTs should
kind of do that whole approach of just
a combination of content and maybe unique
offerings and higher price points?
Or what were you getting at in terms
of like using the Peter T example for
physical therapy?
Yeah, they're already doing it anyway.
Like you're already doing an excessively
thorough evaluation anyway.
Let's monetize it.
Let's put it out there.
Let's show a community of people
I'm going to pull this up.
So the reason why Lucy could be profitable
selling this at five cents was because it
was on TV,
not because she was getting five cents.
I don't do the depth and stuff of
an evaluation that other therapists are
doing.
If you're going to do it,
charge for it, monetize it,
like make make the money that it's worth
and put it out there and tie behind
that the accountability,
which we've talked about a thousand times
to say, look,
this information is useless unless you do
something with it.
I think therapists have a golden
opportunity to focus on the
implementation,
focus on we can get you to achieve
those goals.
Instead of come here.
Oh,
that's where I started with the Apple
picking thing.
I was like,
PTs think we're in the Apple pricing
business.
But then I'm going to get,
and we'll talk about this on a future
episode.
There's some recent,
there's always a good like flare up on
a Facebook post or a LinkedIn post about,
we got to give, you know,
you guys are out here charging people.
Dave, you chimed in on one of them.
It's like, listen, if you want to offer,
if this person has Apple insurance and
they cover one point five apples per
visit, selling the apples,
it's on the one point five apples.
But if before they leave your door,
you don't also say, hey, by the way,
that's covered.
This is extra.
That's stereotyping your patient.
I know my patients can't afford it.
Really?
It's a nice haircut you've got there.
I have a Flowbee and have decided that
this is worth thirty five dollars and a
Flowbee,
which would have been twenty five bucks
once twenty years ago.
No, I'm not doing that.
I'm going to do this.
That's that's stereotyping in the wrong
way.
They'll never invest in that.
Have you asked?
Dave, kick off the parting shots.
Man, party shots.
Happy New Year.
Wishing all you guys that are,
everyone that's watching health and
wellness and only if you put in,
you know, if you put, not only,
but health and wellness,
but also extra health and wellness if you
put in the effort and the time,
whether it's for working out your own
personal or family health and wellness and
or your business health and wellness.
Or both.
All right.
Same thing.
Happy New Year, everyone.
Thanks for spending your time with us.
I'm excited to see where the profession
goes through the rest of the twelve months
with AI and all the changes that are
coming down faster and faster.
I think we're going to see a very
different profession twelve months from
now.
Hopefully.
Yeah, I look forward to it.
See ya.
That's it for this one,
but we're just getting warmed up.
Smash follow, send it to a friend,
or crank up the next episode.
Want to go deeper?
Hit us at pgpinecast.com or find us on
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And legally, none of this was advice.
It's for entertainment purposes only.
Bullshit!
See, Keith?
We read the script.
Happy now?