WEBVTT 00:00:00.530 --> 00:00:01.191 There should be a video. 00:00:01.312 --> 00:00:02.513 There it is. 00:00:02.533 --> 00:00:03.134 Look at that. 00:00:03.154 --> 00:00:04.778 A little time lapse. 00:00:04.819 --> 00:00:05.601 Is there a camera? 00:00:05.921 --> 00:00:06.522 That was me. 00:00:06.562 --> 00:00:07.022 We're live. 00:00:07.104 --> 00:00:07.565 We're live. 00:00:07.825 --> 00:00:08.205 That's later. 00:00:08.226 --> 00:00:09.007 I'll be riding the... 00:00:10.210 --> 00:00:10.912 Are you going to go to Disney? 00:00:11.430 --> 00:00:13.432 no i was thinking about going to i 00:00:13.451 --> 00:00:15.073 don't think i realized how close disney 00:00:15.092 --> 00:00:17.434 world land sorry to the disney people 00:00:17.533 --> 00:00:19.355 let's go disney disney how close disney 00:00:19.375 --> 00:00:21.155 was it's like a hundred yards away yeah 00:00:21.234 --> 00:00:23.536 as we're live at csm uh eric fernandez 00:00:23.577 --> 00:00:25.117 from hyper ice appreciate you taking time 00:00:25.196 --> 00:00:26.538 out appreciate you having me your booth is 00:00:26.698 --> 00:00:30.859 never slow because you've got great 00:00:32.494 --> 00:00:36.338 touchable wearable tryable things that's 00:00:36.359 --> 00:00:39.040 for sure uh less than a year ago 00:00:39.841 --> 00:00:41.682 i never got to really ask this but 00:00:41.764 --> 00:00:45.146 you have the hyper ice nike crossover 00:00:45.226 --> 00:00:47.728 collab should i like run with the camera 00:00:47.749 --> 00:00:49.350 yeah we'll bring it back a little late 00:00:49.390 --> 00:00:49.771 for that huh 00:00:50.051 --> 00:00:50.790 People have seen it. 00:00:50.890 --> 00:00:51.911 I'll put the link on there. 00:00:51.932 --> 00:00:52.491 If you haven't seen it, 00:00:52.512 --> 00:00:55.033 just Google Nike hyper ice shoe shoe. 00:00:55.213 --> 00:00:55.792 Yeah. 00:00:56.012 --> 00:00:58.113 And I think you told me about how 00:00:58.173 --> 00:01:00.755 long does something like Nike doesn't let 00:01:00.774 --> 00:01:04.256 the swoosh go anywhere unless like seventy 00:01:04.296 --> 00:01:06.316 eight steps are checked and cross checked. 00:01:06.356 --> 00:01:07.617 And yeah, there's a lot of steps. 00:01:07.757 --> 00:01:08.998 So how long does something like that? 00:01:09.257 --> 00:01:09.778 I mean, 00:01:09.918 --> 00:01:11.260 it was about three years in development. 00:01:11.381 --> 00:01:13.043 Okay, that's even longer than I thought. 00:01:13.063 --> 00:01:13.763 For anyone who doesn't know, 00:01:13.783 --> 00:01:15.745 it's a high-top shoe that has Normatex 00:01:15.786 --> 00:01:17.707 dynamic air compression therapy built into 00:01:17.748 --> 00:01:17.867 it, 00:01:18.248 --> 00:01:20.090 along with an electric heating technology. 00:01:20.490 --> 00:01:21.972 So you get heat and compression therapy on 00:01:21.992 --> 00:01:23.314 the ankle and Achilles complex. 00:01:23.375 --> 00:01:24.275 On a wearable shoe. 00:01:24.316 --> 00:01:24.736 On a wearable. 00:01:24.756 --> 00:01:25.557 You can go, you can dance, 00:01:25.576 --> 00:01:25.998 you can run, 00:01:26.018 --> 00:01:26.759 you can do whatever you want. 00:01:28.111 --> 00:01:28.632 It's awesome. 00:01:28.712 --> 00:01:30.334 It is very much like a performance, 00:01:30.414 --> 00:01:31.674 wellness, self-care product. 00:01:31.694 --> 00:01:32.894 You'll never see it in a clinic. 00:01:32.915 --> 00:01:34.236 That's not what it's meant for, of course. 00:01:34.757 --> 00:01:36.177 But really cool piece of tech. 00:01:36.477 --> 00:01:38.179 And funny aside, 00:01:38.259 --> 00:01:39.058 I almost shouldn't say this, 00:01:39.078 --> 00:01:39.700 but it's a live stream. 00:01:39.719 --> 00:01:40.340 We're having fun. 00:01:40.760 --> 00:01:42.141 So you want to know the origin. 00:01:42.762 --> 00:01:44.643 Forever we wanted to build a performance, 00:01:45.063 --> 00:01:46.524 tech-enabled shoe with Nike. 00:01:46.864 --> 00:01:47.644 And for a long time, 00:01:47.685 --> 00:01:48.525 I think they were like, 00:01:49.286 --> 00:01:50.126 I don't think we want that. 00:01:50.706 --> 00:01:51.927 And they had something else they wanted us 00:01:51.968 --> 00:01:54.250 to build, a heating and cooling vest, 00:01:54.290 --> 00:01:55.290 temperature controlling for their 00:01:55.349 --> 00:01:55.730 athletes. 00:01:56.689 --> 00:01:57.469 And we were like, we can do it, 00:01:57.489 --> 00:01:58.551 but we really want to do this shoe. 00:02:00.091 --> 00:02:01.251 We went to this very small, 00:02:01.311 --> 00:02:02.992 intimate prototype meeting with like a 00:02:03.013 --> 00:02:04.474 couple of their highest end athletes and 00:02:04.493 --> 00:02:06.435 their innovation people, private summit. 00:02:06.775 --> 00:02:07.975 And we had mocked up the shoe. 00:02:07.995 --> 00:02:09.235 We almost weren't supposed to have like 00:02:09.256 --> 00:02:09.635 brought it. 00:02:10.336 --> 00:02:11.856 It was so like the battery pack was 00:02:11.877 --> 00:02:13.038 like taped to the back of the calf, 00:02:13.078 --> 00:02:13.897 like earlier. 00:02:13.997 --> 00:02:15.199 It's just got to hang on for the 00:02:15.258 --> 00:02:15.579 meeting. 00:02:15.959 --> 00:02:17.659 And the shoe stole the show. 00:02:17.800 --> 00:02:19.200 Like athletes wouldn't give it back. 00:02:19.221 --> 00:02:20.040 They were obsessed. 00:02:20.161 --> 00:02:21.762 And then it was just iteration and 00:02:21.822 --> 00:02:22.862 iteration after that. 00:02:23.362 --> 00:02:24.924 And three years later, now we have it. 00:02:25.562 --> 00:02:26.584 And then like, what do you do? 00:02:26.623 --> 00:02:27.664 You wait a year and then you come 00:02:27.705 --> 00:02:29.526 out with like color or something. 00:02:29.545 --> 00:02:30.646 Like you got to do a twist. 00:02:30.727 --> 00:02:32.088 Like we got more stuff coming. 00:02:32.109 --> 00:02:32.588 We're not done. 00:02:32.729 --> 00:02:34.390 I was on the ramp getting on the 00:02:34.450 --> 00:02:35.350 airplane to fly here. 00:02:35.371 --> 00:02:36.391 And the guy in front of me had 00:02:36.472 --> 00:02:38.514 high top Nike's Wu-Tang clan, 00:02:38.653 --> 00:02:39.314 like limited. 00:02:39.354 --> 00:02:39.835 And I literally, 00:02:39.854 --> 00:02:41.356 I'm not a sneaker head or anything, 00:02:41.396 --> 00:02:42.016 but I respect. 00:02:42.037 --> 00:02:42.877 And I was like, my man, 00:02:43.497 --> 00:02:45.460 those must not have been easy to get. 00:02:45.500 --> 00:02:47.461 Like those had to be insane to get. 00:02:47.782 --> 00:02:48.361 That's what you want. 00:02:48.562 --> 00:02:49.862 Now, I just saw the other day, 00:02:50.163 --> 00:02:51.044 you have the orange. 00:02:51.344 --> 00:02:53.145 Yep, that was an Olympic special product. 00:02:53.246 --> 00:02:54.447 I don't know why I want them more, 00:02:55.007 --> 00:02:56.407 but I do because they're orange. 00:02:56.427 --> 00:02:57.209 And because you can't get them. 00:02:57.248 --> 00:02:58.149 Because you can't get them. 00:02:58.169 --> 00:02:59.430 There is no amount of money you could 00:02:59.490 --> 00:02:59.991 offer me, man, 00:03:00.390 --> 00:03:01.230 that will get you a pair. 00:03:01.251 --> 00:03:02.592 Oh, so it's just Olympic athletes. 00:03:02.611 --> 00:03:04.334 Just for like fifty Olympic athletes. 00:03:04.354 --> 00:03:04.774 That's cool. 00:03:05.133 --> 00:03:06.616 Limited run, special edition. 00:03:06.735 --> 00:03:07.256 That's fun. 00:03:07.276 --> 00:03:08.556 All right, so let's get spicy. 00:03:08.677 --> 00:03:09.098 Okay, spicy. 00:03:09.198 --> 00:03:11.240 You're the last live stream of the day. 00:03:11.259 --> 00:03:11.439 Okay, 00:03:11.460 --> 00:03:12.901 so you've behaved yourself long enough, 00:03:12.921 --> 00:03:14.002 and now we can just be ourselves. 00:03:14.082 --> 00:03:17.105 I'm four steps away from the hotel bar 00:03:17.246 --> 00:03:18.086 and going to dinner. 00:03:18.106 --> 00:03:19.608 And then I'll come back tomorrow and we'll 00:03:19.627 --> 00:03:19.967 do it all again. 00:03:19.989 --> 00:03:20.408 We'll do it all again. 00:03:20.429 --> 00:03:20.908 Everything's great. 00:03:21.090 --> 00:03:21.610 Isn't that lovely? 00:03:21.949 --> 00:03:24.872 Why is outpatient PT in a race to 00:03:24.893 --> 00:03:25.633 the bottom right now? 00:03:25.895 --> 00:03:26.915 Oh, all right. 00:03:26.936 --> 00:03:27.597 That's a loaded question. 00:03:27.616 --> 00:03:28.176 Shots fired. 00:03:28.296 --> 00:03:28.896 Shots fired. 00:03:29.237 --> 00:03:30.038 So here's the thing, right? 00:03:30.198 --> 00:03:31.899 Outpatient is one of the most 00:03:31.938 --> 00:03:33.599 cost-effective ways to manage your 00:03:33.639 --> 00:03:34.300 long-term care. 00:03:34.340 --> 00:03:34.900 We know that. 00:03:34.939 --> 00:03:35.920 The data is so clear. 00:03:36.100 --> 00:03:36.480 All over. 00:03:36.681 --> 00:03:39.241 Yet it's like the bottom of the funnel. 00:03:39.401 --> 00:03:40.522 It's kicked to the side. 00:03:40.763 --> 00:03:41.924 There's so many challenges. 00:03:42.044 --> 00:03:43.723 Everybody knows the X, right? 00:03:43.764 --> 00:03:44.764 Reimbursements are going down. 00:03:44.844 --> 00:03:46.126 Cost of doing business is going up. 00:03:46.885 --> 00:03:49.387 And I think the challenge is nobody wants 00:03:49.426 --> 00:03:50.247 to break out of the model. 00:03:50.647 --> 00:03:51.987 So we're all looking for efficiencies, 00:03:52.329 --> 00:03:52.669 right? 00:03:52.709 --> 00:03:55.110 So AI, everything in your life these days. 00:03:55.550 --> 00:03:56.673 And AI is amazing. 00:03:56.693 --> 00:03:57.895 There are so many things that it's 00:03:57.915 --> 00:04:00.060 bringing to the space in terms of 00:04:00.080 --> 00:04:02.485 efficiency of your notes and documentation 00:04:02.506 --> 00:04:03.728 and being more personalized. 00:04:03.747 --> 00:04:04.790 There's so many things. 00:04:06.134 --> 00:04:08.137 But all we're doing is squeezing 00:04:08.176 --> 00:04:09.937 efficiency into a model that doesn't work. 00:04:09.978 --> 00:04:10.519 So in my mind, 00:04:10.538 --> 00:04:12.600 it's like we're changing the band-aid 00:04:12.741 --> 00:04:14.763 versus actually triaging and fixing the 00:04:14.802 --> 00:04:15.223 problem. 00:04:15.824 --> 00:04:17.045 And so it has its place. 00:04:17.524 --> 00:04:19.747 But if we just think we can keep 00:04:19.826 --> 00:04:21.668 hammering in the same direction we've 00:04:21.689 --> 00:04:22.408 always been going, 00:04:23.850 --> 00:04:25.172 that's the definition of insanity, right? 00:04:25.952 --> 00:04:27.334 How do we expect the equation to change? 00:04:27.694 --> 00:04:29.995 So what would or what could or what 00:04:30.055 --> 00:04:30.896 should the clinic, 00:04:30.915 --> 00:04:32.896 the outpatient ortho clinic in ten years 00:04:32.916 --> 00:04:33.377 look like? 00:04:33.577 --> 00:04:34.738 And then spoiler alert, 00:04:34.759 --> 00:04:37.319 whoever does that now has the first mover 00:04:37.339 --> 00:04:37.800 advantage. 00:04:37.819 --> 00:04:40.521 But what do you envision a clinic in 00:04:40.562 --> 00:04:41.702 five or ten years looking like? 00:04:42.115 --> 00:04:42.276 Look, 00:04:42.315 --> 00:04:43.055 I think there's always going to be 00:04:43.076 --> 00:04:44.216 diversity, right? 00:04:44.357 --> 00:04:45.656 Like a hospital-based system, 00:04:46.076 --> 00:04:47.096 a large corporate PT, 00:04:47.137 --> 00:04:48.038 your private practice, 00:04:48.057 --> 00:04:48.997 they're all going to be different, 00:04:49.017 --> 00:04:49.497 of course. 00:04:49.898 --> 00:04:50.577 But I think at the end of the 00:04:50.598 --> 00:04:51.838 day, there's high-level changes. 00:04:52.038 --> 00:04:52.858 And the first one is, 00:04:53.579 --> 00:04:54.759 let's stop calling them patients. 00:04:55.420 --> 00:04:56.019 They're consumers. 00:04:56.540 --> 00:04:57.459 At the end of the day, 00:04:57.560 --> 00:04:58.800 your patients are consumers, right? 00:04:58.841 --> 00:04:59.201 And it's like, 00:04:59.841 --> 00:05:01.242 we all choose to spend our money where 00:05:01.262 --> 00:05:02.161 we perceive value. 00:05:03.601 --> 00:05:04.682 And how many times have you heard from 00:05:04.702 --> 00:05:05.283 the therapist, 00:05:05.302 --> 00:05:07.384 my patient can barely afford their co-pay 00:05:07.603 --> 00:05:09.245 or X, Y, and Z. 00:05:09.485 --> 00:05:11.045 And I never want to minimize people's 00:05:11.065 --> 00:05:12.466 individual financial situations. 00:05:12.766 --> 00:05:13.846 Hardship is real. 00:05:14.346 --> 00:05:15.807 But people invest their time and their 00:05:15.827 --> 00:05:16.067 money, 00:05:16.168 --> 00:05:17.208 typically their two most precious 00:05:17.247 --> 00:05:19.288 resources, where they perceive value. 00:05:19.829 --> 00:05:21.350 And I think if we don't start thinking 00:05:21.370 --> 00:05:23.230 about them as consumers and looking at 00:05:23.250 --> 00:05:25.252 consumer behavior and consumer choice, 00:05:26.461 --> 00:05:28.144 we're not gonna solve the equation. 00:05:29.326 --> 00:05:30.747 A lot of people now are talking about 00:05:31.550 --> 00:05:33.072 PT being the primary care of MSK. 00:05:33.793 --> 00:05:34.553 I believe in that model. 00:05:34.793 --> 00:05:36.317 That's how I interact with my therapist 00:05:36.396 --> 00:05:37.639 and my trusted care team. 00:05:38.220 --> 00:05:39.762 There's no reason why your PT shouldn't be 00:05:39.802 --> 00:05:40.343 the quarterback. 00:05:41.172 --> 00:05:41.891 But I think if you're going to be 00:05:41.911 --> 00:05:42.713 the quarterback, one, 00:05:42.733 --> 00:05:44.074 you have to figure out how to interact 00:05:44.274 --> 00:05:45.494 with the other disciplines and the other 00:05:45.595 --> 00:05:46.675 areas of health and wellness. 00:05:46.995 --> 00:05:49.776 And I think you have to provide services 00:05:50.177 --> 00:05:51.958 and solutions to consistently meet the 00:05:51.978 --> 00:05:52.559 patient's need. 00:05:52.999 --> 00:05:53.939 I've said this a lot lately, 00:05:53.978 --> 00:05:56.560 but like my need is a forty one 00:05:56.581 --> 00:05:57.882 year old who still tries to play men's 00:05:57.901 --> 00:05:59.062 league hockey with a bunch of twenty two 00:05:59.101 --> 00:05:59.483 year old. 00:05:59.502 --> 00:06:00.242 You know what I mean? 00:06:00.283 --> 00:06:01.944 Like and everything else I do, 00:06:01.983 --> 00:06:04.125 like my needs are going to go up 00:06:04.144 --> 00:06:04.865 and down over time, 00:06:05.125 --> 00:06:06.507 but it's consistent and it's going to go 00:06:06.526 --> 00:06:06.567 up. 00:06:06.586 --> 00:06:06.966 Sure. 00:06:07.346 --> 00:06:09.048 And I think too often you see clinics 00:06:09.067 --> 00:06:09.648 that are really, 00:06:09.687 --> 00:06:10.668 really good at providing care. 00:06:10.689 --> 00:06:11.829 They care terribly. 00:06:12.509 --> 00:06:14.009 They're great at the pinnacle of need, 00:06:14.350 --> 00:06:15.531 right at the peak of the wave. 00:06:16.170 --> 00:06:17.451 And as we go down to the trough, 00:06:17.872 --> 00:06:18.711 that's where we fall off. 00:06:19.033 --> 00:06:20.192 That's where patients don't complete. 00:06:20.213 --> 00:06:21.274 They don't come to their last couple 00:06:21.293 --> 00:06:21.673 visits. 00:06:21.694 --> 00:06:22.653 They don't stick with maintenance 00:06:22.694 --> 00:06:23.153 programs. 00:06:23.615 --> 00:06:24.495 We also haven't designed, 00:06:24.615 --> 00:06:25.175 for the most part, 00:06:25.235 --> 00:06:27.596 services to give them a way to stay 00:06:27.617 --> 00:06:27.916 connected. 00:06:27.956 --> 00:06:28.516 A life cycle. 00:06:28.836 --> 00:06:29.658 Right. 00:06:29.697 --> 00:06:30.838 But I think if we can crack that 00:06:30.877 --> 00:06:33.838 trough, then you've won. 00:06:33.899 --> 00:06:34.800 And I think it's just like, 00:06:36.920 --> 00:06:38.081 You need cash-based revenue. 00:06:38.682 --> 00:06:39.983 You need retail services. 00:06:41.283 --> 00:06:42.463 You need to be really efficient on 00:06:42.483 --> 00:06:42.744 billing. 00:06:42.783 --> 00:06:43.745 You need the remote monitoring. 00:06:43.785 --> 00:06:44.625 You need all of it. 00:06:44.644 --> 00:06:45.365 You know what I mean? 00:06:45.386 --> 00:06:46.586 There's not one silver bullet. 00:06:46.966 --> 00:06:47.966 But if we don't start moving in that 00:06:47.987 --> 00:06:49.788 direction, I don't know. 00:06:49.827 --> 00:06:50.649 It's like DME. 00:06:50.668 --> 00:06:51.468 It's a race to the bottom. 00:06:52.509 --> 00:06:53.490 Is this a good moment? 00:06:53.569 --> 00:06:56.732 I feel like we go through cycles. 00:06:57.211 --> 00:06:59.134 We go through eras, like Taylor Swift. 00:07:00.074 --> 00:07:01.654 feel like are we in now the getting 00:07:01.694 --> 00:07:03.915 married era right but i feel like the 00:07:03.935 --> 00:07:05.737 the era is like and we always take 00:07:05.757 --> 00:07:07.218 it to the extreme right we're doing you 00:07:07.237 --> 00:07:08.858 know we're shoving coffee where coffee 00:07:08.879 --> 00:07:11.160 doesn't belong uh to feel better i know 00:07:11.180 --> 00:07:13.120 what that is there's a name for that 00:07:13.161 --> 00:07:14.081 there is a name for that i'm not 00:07:14.101 --> 00:07:15.983 sure we're putting coffee there but we're 00:07:16.043 --> 00:07:17.504 in the moment where people are like decaf 00:07:17.524 --> 00:07:20.264 right but we're in the moment now where 00:07:20.305 --> 00:07:22.086 people are like okay i'm gonna invest the 00:07:22.146 --> 00:07:24.086 health and wellness era and of course 00:07:24.107 --> 00:07:26.569 there's good bad and indifferent but we're 00:07:26.689 --> 00:07:27.108 in that 00:07:28.245 --> 00:07:30.067 Isn't PT, like, sort of poised to, like, 00:07:30.108 --> 00:07:32.389 be a good beacon for that? 00:07:32.430 --> 00:07:33.512 We have the real estate. 00:07:33.572 --> 00:07:35.392 We have clinics in your communities. 00:07:35.432 --> 00:07:36.535 We have relationships. 00:07:36.915 --> 00:07:38.497 Isn't it the best position? 00:07:38.677 --> 00:07:39.036 Yes. 00:07:39.177 --> 00:07:40.478 I would say yes. 00:07:40.819 --> 00:07:42.281 The best, like, the skill set? 00:07:43.100 --> 00:07:44.762 So are we just medicalizing this instead 00:07:44.802 --> 00:07:45.584 of leaning into it? 00:07:45.603 --> 00:07:46.725 Or are we saying, well, actually, 00:07:46.805 --> 00:07:47.946 which is the worst two words? 00:07:47.985 --> 00:07:49.267 No one wants to hear, well, actually. 00:07:51.083 --> 00:07:52.083 Allegedly, apparently. 00:07:52.682 --> 00:07:53.684 According to the literature. 00:07:53.983 --> 00:07:55.384 Yeah, yeah, exactly, exactly. 00:07:55.803 --> 00:07:58.285 No, I mean, I think that's the challenge, 00:07:58.305 --> 00:07:58.485 right? 00:07:58.504 --> 00:07:59.805 And there's a challenge in terms of like 00:07:59.985 --> 00:08:01.545 educating our therapists in terms of, 00:08:02.024 --> 00:08:04.105 you know, what is the continuum of care, 00:08:04.146 --> 00:08:04.305 right? 00:08:04.346 --> 00:08:05.985 What is like the more holistic approach? 00:08:06.406 --> 00:08:07.646 I think it's what are your services? 00:08:07.726 --> 00:08:09.627 But I mean, look, the trend is really, 00:08:09.666 --> 00:08:10.627 really clear on wellness. 00:08:11.708 --> 00:08:12.788 The money just keeps going up. 00:08:12.807 --> 00:08:14.067 People are pouring more and more money 00:08:14.088 --> 00:08:14.447 into it. 00:08:14.767 --> 00:08:14.987 And like, 00:08:15.048 --> 00:08:16.788 why is somebody spending a hundred and 00:08:16.829 --> 00:08:18.149 twenty bucks for a stretch session? 00:08:19.281 --> 00:08:21.384 Why is somebody paying, personally, 00:08:21.403 --> 00:08:22.444 a whole lot of money for my lifetime 00:08:22.463 --> 00:08:23.084 fitness membership? 00:08:23.745 --> 00:08:24.545 I prioritize it. 00:08:24.646 --> 00:08:25.685 It helps in the health and wellness. 00:08:25.706 --> 00:08:30.288 We also have to remember, I'm forty-one, 00:08:30.668 --> 00:08:32.770 I'm getting older. 00:08:32.831 --> 00:08:34.371 My younger cousins, the next generation, 00:08:34.572 --> 00:08:35.251 they're coming up. 00:08:35.312 --> 00:08:36.173 They want this. 00:08:36.513 --> 00:08:37.033 You know what I mean? 00:08:37.052 --> 00:08:39.715 So I think if we base our model 00:08:40.115 --> 00:08:43.457 around what worked ten years ago, 00:08:43.477 --> 00:08:44.758 that community's aging out. 00:08:46.131 --> 00:08:48.333 Understand what people value. 00:08:49.715 --> 00:08:50.456 We mentioned before, 00:08:50.755 --> 00:08:52.878 you vote with your time and your money. 00:08:53.619 --> 00:08:55.841 You know this because you sell things, 00:08:56.400 --> 00:08:57.282 you listen to, 00:08:57.761 --> 00:08:59.303 Hyper is not gonna create something for it 00:08:59.323 --> 00:09:00.043 to sit on a shelf. 00:09:00.063 --> 00:09:00.884 It's not how you work. 00:09:01.466 --> 00:09:03.147 I mean, 00:09:04.207 --> 00:09:05.568 what amount of time worth of research is 00:09:05.589 --> 00:09:07.350 done before you even make a new anything 00:09:07.551 --> 00:09:09.673 or a change to something or add a 00:09:09.753 --> 00:09:10.212 feature? 00:09:10.734 --> 00:09:13.255 You're not doing that, you know, 00:09:14.692 --> 00:09:15.212 in no time, 00:09:15.393 --> 00:09:16.734 you're putting time and effort into 00:09:17.114 --> 00:09:20.336 understanding what people are looking for. 00:09:20.395 --> 00:09:20.796 Totally. 00:09:21.155 --> 00:09:22.397 And I think what you're seeing from like 00:09:22.437 --> 00:09:23.857 a health and wellness trend, you see this, 00:09:23.998 --> 00:09:24.957 like that's the other thing, right? 00:09:24.977 --> 00:09:26.379 We have to look outside of what has 00:09:26.418 --> 00:09:27.419 been our narrow focus. 00:09:28.019 --> 00:09:30.841 If we ignore learnings from the fitness 00:09:30.860 --> 00:09:32.701 industry, from hospitality, right? 00:09:32.982 --> 00:09:34.883 If we think cryotherapy is just this weird 00:09:34.923 --> 00:09:36.043 thing or stretch is this weird, 00:09:36.163 --> 00:09:37.304 like we can't. 00:09:37.404 --> 00:09:37.504 One, 00:09:37.524 --> 00:09:39.385 we have to learn from those to see 00:09:39.405 --> 00:09:40.807 what people are responding to and what 00:09:40.826 --> 00:09:41.626 people are asking for. 00:09:41.846 --> 00:09:43.749 I took heat because I asked a question 00:09:43.788 --> 00:09:46.009 because Stretch Labs, right, 00:09:46.029 --> 00:09:48.091 which is a franchise or other things or 00:09:48.111 --> 00:09:50.072 spinoffs and PTs were saying, well, 00:09:50.153 --> 00:09:52.215 actually, and I remember just saying, 00:09:52.315 --> 00:09:52.975 I asked a question. 00:09:52.995 --> 00:09:53.195 I was like, 00:09:53.235 --> 00:09:54.475 are you mad they're doing it or are 00:09:54.495 --> 00:09:56.116 you mad they're doing it better than you? 00:09:56.177 --> 00:09:56.638 Right. 00:09:56.677 --> 00:09:57.938 Are you mad that they thought about it? 00:09:57.958 --> 00:10:00.019 Well, they're just buying this thing. 00:10:00.039 --> 00:10:00.259 I'm like, 00:10:00.360 --> 00:10:02.182 they are super transparent on what they're 00:10:02.221 --> 00:10:02.581 selling. 00:10:02.881 --> 00:10:04.543 You will be stretched for forty five 00:10:04.562 --> 00:10:04.783 minutes. 00:10:04.823 --> 00:10:07.345 You will pay me this and people show 00:10:07.765 --> 00:10:07.905 up. 00:10:08.566 --> 00:10:09.947 Well, actually, no, my man. 00:10:10.288 --> 00:10:12.048 The expectation and the reality are met. 00:10:12.089 --> 00:10:13.870 And that's when people walk out feeling 00:10:13.929 --> 00:10:15.451 great that they just gave someone money 00:10:15.471 --> 00:10:17.312 because they got more than they put in. 00:10:17.972 --> 00:10:20.115 And it's ambiguous when you go to a 00:10:20.174 --> 00:10:20.534 PT. 00:10:20.595 --> 00:10:21.395 What it'll cost? 00:10:21.596 --> 00:10:22.297 What am I getting? 00:10:22.557 --> 00:10:23.618 Am I here for a week or is 00:10:23.638 --> 00:10:25.418 this an ongoing thing forever? 00:10:25.859 --> 00:10:27.259 Expectation meets reality. 00:10:27.320 --> 00:10:28.400 And if it's misaligned, 00:10:28.801 --> 00:10:29.922 that's when people feel robbed. 00:10:30.201 --> 00:10:31.903 That's when people don't show up back up 00:10:32.104 --> 00:10:32.923 because they don't understand. 00:10:33.024 --> 00:10:34.806 Where am I on this journey? 00:10:35.125 --> 00:10:35.405 Totally. 00:10:35.426 --> 00:10:35.666 I mean, 00:10:35.686 --> 00:10:37.486 like one of the best PT experiences I 00:10:37.626 --> 00:10:40.648 ever had was with this guy, Mike Silva, 00:10:40.687 --> 00:10:43.148 who's like come Mike's amazing, right? 00:10:43.168 --> 00:10:44.568 Like patient experience, guru, 00:10:44.649 --> 00:10:45.369 amazing therapist, 00:10:45.389 --> 00:10:47.149 amazing business leader, growth coach, 00:10:47.190 --> 00:10:47.929 et cetera. 00:10:47.970 --> 00:10:49.429 But like I was running into some knee 00:10:49.450 --> 00:10:49.929 pain issues. 00:10:49.951 --> 00:10:51.071 I was training for a half marathon and 00:10:51.091 --> 00:10:52.270 he invited me down to his house and 00:10:52.291 --> 00:10:54.032 like treated me in his private treatment 00:10:54.052 --> 00:10:54.392 space. 00:10:54.871 --> 00:10:56.491 And sure, he was doing me a favor. 00:10:56.653 --> 00:10:57.633 He took like an hour and a half 00:10:57.673 --> 00:10:58.332 of his time, 00:10:58.633 --> 00:11:00.114 but I have never been so thoroughly 00:11:00.153 --> 00:11:00.734 diagnosed. 00:11:00.813 --> 00:11:01.913 He knew what I was in for, 00:11:02.313 --> 00:11:03.534 but he looked at the whole body. 00:11:03.595 --> 00:11:04.475 He looked at everything. 00:11:04.955 --> 00:11:05.816 And he clearly said, 00:11:05.875 --> 00:11:06.855 here's what we need to do to get 00:11:06.895 --> 00:11:07.716 you back on track. 00:11:08.157 --> 00:11:09.238 But here's what you need to be thinking 00:11:09.258 --> 00:11:10.599 about for six and twelve months down the 00:11:10.639 --> 00:11:10.839 road. 00:11:11.019 --> 00:11:11.979 Here's what you need to be thinking about 00:11:11.999 --> 00:11:13.500 for the next five years based off your 00:11:13.679 --> 00:11:13.921 age. 00:11:13.980 --> 00:11:15.621 Like, it was amazing. 00:11:15.662 --> 00:11:16.902 It gave me such a clear roadmap. 00:11:16.982 --> 00:11:18.163 You understood. 00:11:18.523 --> 00:11:19.423 That was a good. 00:11:20.845 --> 00:11:22.405 It's a way to understand and make sure 00:11:22.426 --> 00:11:22.706 that there. 00:11:23.586 --> 00:11:26.207 I always say my one of my soapboxes 00:11:26.227 --> 00:11:27.769 is the goal of communication is not to 00:11:27.828 --> 00:11:28.669 have communicated. 00:11:28.730 --> 00:11:29.890 It's to achieve understanding. 00:11:30.211 --> 00:11:30.410 Yes. 00:11:30.910 --> 00:11:32.392 And just because I said something one way, 00:11:32.432 --> 00:11:33.413 Michael could have said, well, 00:11:33.432 --> 00:11:34.193 you're going to need this. 00:11:34.313 --> 00:11:35.234 If he saw the look in your eye, 00:11:35.254 --> 00:11:36.894 like, I don't think he gets it. 00:11:36.934 --> 00:11:37.796 Or do you understand that? 00:11:37.816 --> 00:11:38.517 Say it back to me. 00:11:38.657 --> 00:11:39.356 Like, explain that to me. 00:11:39.376 --> 00:11:39.857 I just want to help. 00:11:39.878 --> 00:11:41.077 I'm gonna make sure I'm the same page. 00:11:41.519 --> 00:11:42.779 If you walked out of there without being 00:11:42.820 --> 00:11:45.380 clear, it's everything's ambiguous. 00:11:45.501 --> 00:11:47.082 And there's no there's no wonder people 00:11:47.102 --> 00:11:47.302 don't. 00:11:48.493 --> 00:11:49.254 If I hear it again, 00:11:49.374 --> 00:11:50.494 people don't understand what we do. 00:11:50.955 --> 00:11:52.535 How good are you explaining it? 00:11:52.556 --> 00:11:54.456 Well, it's the APTA's job. 00:11:54.576 --> 00:11:55.277 I got news for you. 00:11:55.477 --> 00:11:57.259 The APTA is a professional association 00:11:57.519 --> 00:11:58.980 where professionals associate. 00:11:59.519 --> 00:12:00.461 We're the profession. 00:12:00.821 --> 00:12:01.621 That's not outside. 00:12:01.662 --> 00:12:02.741 Someone the other day was arguing on 00:12:02.761 --> 00:12:05.703 Facebook how APTA needs to do a national 00:12:05.744 --> 00:12:06.784 ad campaign to get patients. 00:12:06.804 --> 00:12:07.245 And I was like, 00:12:07.424 --> 00:12:09.067 I don't think they should. 00:12:09.746 --> 00:12:10.908 That's not what they're built for. 00:12:11.048 --> 00:12:11.807 They're not built for that. 00:12:11.827 --> 00:12:13.489 They're built for professional 00:12:13.528 --> 00:12:14.309 associations. 00:12:14.669 --> 00:12:15.610 That's what they are. 00:12:15.870 --> 00:12:17.172 Understand what that is. 00:12:17.491 --> 00:12:19.972 Right, yeah, no, I mean, look, 00:12:20.573 --> 00:12:24.096 there's so many challenges there we can 00:12:24.176 --> 00:12:24.576 unpack. 00:12:24.655 --> 00:12:26.576 There's also just so many opportunities, 00:12:26.616 --> 00:12:27.657 but you said something there that's key, 00:12:27.697 --> 00:12:27.897 right? 00:12:28.158 --> 00:12:29.278 If I'm gonna wait for somebody else to 00:12:29.298 --> 00:12:30.158 solve the problem for me, 00:12:31.259 --> 00:12:32.140 I'm gonna be the last thing that can 00:12:32.160 --> 00:12:32.921 work out. 00:12:33.261 --> 00:12:34.743 There's more patients out there than the 00:12:34.783 --> 00:12:36.845 industry will ever have the bandwidth to 00:12:36.884 --> 00:12:37.465 care for. 00:12:37.884 --> 00:12:39.366 And so if we actually think about that 00:12:39.407 --> 00:12:39.947 for a second, 00:12:40.807 --> 00:12:42.068 then let's think about who we're going 00:12:42.168 --> 00:12:42.489 after. 00:12:43.009 --> 00:12:43.490 I get it. 00:12:43.889 --> 00:12:45.051 As a healthcare professional, 00:12:45.392 --> 00:12:46.773 therapists wanna help everybody. 00:12:46.793 --> 00:12:48.214 They don't care about demographics, 00:12:48.234 --> 00:12:49.274 they don't care about income levels, 00:12:49.294 --> 00:12:50.216 ability to pay, et cetera. 00:12:50.836 --> 00:12:52.755 but you can't deliver care unless the 00:12:52.796 --> 00:12:53.876 dollar and cents works. 00:12:54.037 --> 00:12:55.297 And if your P&L is in the red, 00:12:55.756 --> 00:12:57.477 you're going out of business. 00:12:57.618 --> 00:13:00.258 And so you have to be comfortable charging 00:13:00.298 --> 00:13:02.519 what your value is and setting a value 00:13:02.538 --> 00:13:03.499 and creating a value. 00:13:03.519 --> 00:13:04.879 That's the other thing too, right? 00:13:04.918 --> 00:13:06.980 Like is a forty five minute stretch worth 00:13:07.000 --> 00:13:07.840 one hundred twenty bucks? 00:13:08.179 --> 00:13:09.360 Depends on who's doing it and how I 00:13:09.400 --> 00:13:10.260 feel when I'm leaving. 00:13:10.280 --> 00:13:11.801 They put the money up and people will 00:13:11.841 --> 00:13:12.941 come for it, you know? 00:13:13.181 --> 00:13:14.142 And so, again, 00:13:14.201 --> 00:13:15.282 I just I think it's like we have 00:13:15.302 --> 00:13:16.942 to challenge everything appropriately 00:13:17.702 --> 00:13:18.982 because the existing model, man, 00:13:20.264 --> 00:13:21.485 It's not working for a lot of people. 00:13:21.725 --> 00:13:23.745 Look how many companies are here trying to 00:13:23.785 --> 00:13:25.605 recruit every possible kid they could 00:13:25.645 --> 00:13:26.407 coming out of school. 00:13:26.746 --> 00:13:28.547 Nobody can attract, retention, burnout, 00:13:28.626 --> 00:13:29.648 all the buzzwords. 00:13:29.687 --> 00:13:30.187 You know what I mean? 00:13:30.207 --> 00:13:32.668 It's not that people are doing bad 00:13:32.707 --> 00:13:33.129 business. 00:13:33.149 --> 00:13:34.688 It's not that leaders don't care. 00:13:35.668 --> 00:13:36.830 The model needs to be rebuilt. 00:13:37.190 --> 00:13:40.510 The system is perfectly designed to get 00:13:40.551 --> 00:13:41.311 the result it gets. 00:13:42.187 --> 00:13:43.808 If you don't like the result of getting, 00:13:43.889 --> 00:13:45.071 it's not the world. 00:13:45.130 --> 00:13:46.030 It's the system you're in. 00:13:46.091 --> 00:13:47.552 And I know it's bad and it's hard 00:13:47.592 --> 00:13:48.212 to change. 00:13:48.514 --> 00:13:49.293 But if you don't, 00:13:50.434 --> 00:13:52.317 you're not going to have a job or 00:13:52.336 --> 00:13:53.798 a clinic in, I don't know, 00:13:53.837 --> 00:13:54.619 three to five years. 00:13:54.639 --> 00:13:55.399 A lot of these things aren't going to 00:13:55.419 --> 00:13:55.799 exist. 00:13:56.681 --> 00:13:57.341 You know, 00:13:57.360 --> 00:13:58.381 there's people out there doing it well. 00:13:58.422 --> 00:13:59.462 There's models that are working. 00:13:59.482 --> 00:14:00.884 There's people making that change. 00:14:01.485 --> 00:14:02.806 You know, who's going to be first? 00:14:02.846 --> 00:14:03.606 Who's going to follow? 00:14:03.667 --> 00:14:04.687 Who's going to figure out how to adapt 00:14:04.707 --> 00:14:05.368 to a system level? 00:14:05.528 --> 00:14:05.969 Those are all... 00:14:06.229 --> 00:14:07.809 The one that hurts is when someone told 00:14:07.830 --> 00:14:08.090 me, 00:14:08.330 --> 00:14:09.830 there are people stupider than you making 00:14:09.870 --> 00:14:10.530 more money than you. 00:14:10.811 --> 00:14:12.370 And I'm like, well, shit. 00:14:12.431 --> 00:14:13.432 It doesn't even hurt because I know it's 00:14:13.471 --> 00:14:13.751 true. 00:14:13.912 --> 00:14:14.451 It is true. 00:14:14.471 --> 00:14:15.452 As soon as you go, no, it's not. 00:14:15.493 --> 00:14:17.592 I go, dude, someone invented a pet rock, 00:14:17.653 --> 00:14:17.894 dude. 00:14:18.214 --> 00:14:19.933 Like, it's dumb. 00:14:20.073 --> 00:14:20.914 Remember the Chia Pet? 00:14:21.115 --> 00:14:21.914 Chia Pet. 00:14:22.595 --> 00:14:23.316 I mean, all of them. 00:14:23.395 --> 00:14:24.716 Snap bracelets. 00:14:25.937 --> 00:14:28.898 You're more likely to overthink it than 00:14:28.937 --> 00:14:29.977 you are to underthink it. 00:14:30.857 --> 00:14:31.798 And what's the worst that happens? 00:14:32.950 --> 00:14:34.510 try again because if you do nothing you 00:14:34.671 --> 00:14:36.390 it's inevitable that this will not work 00:14:36.490 --> 00:14:39.091 out yeah uh last thing i'll ask what's 00:14:39.111 --> 00:14:41.352 an uncomfortable truth owners need to hear 00:14:41.873 --> 00:14:43.533 right now in twenty twenty six an 00:14:43.552 --> 00:14:44.953 uncomfortable truth we said some 00:14:44.994 --> 00:14:46.413 uncomfortable yeah i feel like we've said 00:14:46.453 --> 00:14:48.335 some uncomfortable truth um 00:14:50.924 --> 00:14:51.125 I mean, 00:14:51.164 --> 00:14:52.446 I think it really is that the model 00:14:52.946 --> 00:14:54.586 is not working. 00:14:54.606 --> 00:14:55.967 You can yell at insurance companies all 00:14:55.988 --> 00:14:56.187 you want. 00:14:56.227 --> 00:14:56.847 I got news for you. 00:14:56.868 --> 00:14:57.528 They're not listening. 00:14:57.548 --> 00:14:58.048 They don't care. 00:14:58.229 --> 00:14:59.229 They're not going to change. 00:14:59.330 --> 00:15:00.889 Facebook comment section is not where 00:15:00.909 --> 00:15:01.630 things get changed. 00:15:02.171 --> 00:15:03.951 You either do it differently or you die. 00:15:04.111 --> 00:15:04.792 I'm very sorry. 00:15:04.812 --> 00:15:05.913 You'd be blunt. 00:15:05.952 --> 00:15:06.533 That's what I think. 00:15:06.552 --> 00:15:07.494 Don't get me wrong. 00:15:09.028 --> 00:15:11.028 I just think, look, here we go. 00:15:11.048 --> 00:15:14.451 You're absolutely undervaluing yourself 00:15:14.910 --> 00:15:15.691 and your services, 00:15:16.490 --> 00:15:17.731 and you're not willing to change. 00:15:18.331 --> 00:15:19.452 And if you're not willing to change, 00:15:19.592 --> 00:15:20.493 what do you expect to happen? 00:15:20.572 --> 00:15:22.714 And you're gonna get what you deserve. 00:15:22.894 --> 00:15:23.754 Look, change can be scary. 00:15:24.355 --> 00:15:25.894 Or change can be exciting, right? 00:15:26.034 --> 00:15:26.215 Like, 00:15:26.294 --> 00:15:27.895 every problem is actually an opportunity. 00:15:28.456 --> 00:15:29.336 It's the mindset. 00:15:29.375 --> 00:15:30.255 It's how we approach it. 00:15:30.576 --> 00:15:31.635 It's how we attack the problem. 00:15:31.836 --> 00:15:32.876 It doesn't have to be perfect. 00:15:32.917 --> 00:15:34.277 Just take a step. 00:15:34.317 --> 00:15:34.836 Like, you know, 00:15:34.876 --> 00:15:35.976 we say this all the time, right? 00:15:36.256 --> 00:15:37.197 There's not a silver bullet. 00:15:37.456 --> 00:15:38.957 There's not one hyperized solution you can 00:15:38.977 --> 00:15:40.577 buy or a solution from any company in 00:15:40.597 --> 00:15:41.597 this room that you can buy that's going 00:15:41.618 --> 00:15:42.038 to fix it. 00:15:42.557 --> 00:15:44.619 But take a step, man. 00:15:44.658 --> 00:15:45.479 Try something different. 00:15:45.538 --> 00:15:46.359 Fall on your face. 00:15:46.438 --> 00:15:48.278 Like, again, 00:15:48.418 --> 00:15:49.278 you just got to get out there and 00:15:49.298 --> 00:15:49.599 do it. 00:15:49.679 --> 00:15:49.919 All right. 00:15:49.960 --> 00:15:50.679 Last thing we do on the show, 00:15:50.720 --> 00:15:52.139 we call it the parting shot. 00:15:53.945 --> 00:15:55.066 This is the Parting Shot. 00:15:55.626 --> 00:15:57.028 One last mic drop moment. 00:15:57.710 --> 00:15:58.490 No pressure. 00:15:58.951 --> 00:16:01.113 Just your legacy on the line. 00:16:02.195 --> 00:16:02.916 Pressure here, Eric. 00:16:03.235 --> 00:16:04.658 What do you want to leave with the 00:16:04.697 --> 00:16:04.937 audience? 00:16:04.957 --> 00:16:07.461 Parting Shot, what do you got? 00:16:07.480 --> 00:16:08.642 Hawaiian pizza is the best pizza on the 00:16:08.662 --> 00:16:08.782 planet. 00:16:08.802 --> 00:16:09.884 Oh, yeah, we didn't even talk about that. 00:16:10.183 --> 00:16:11.225 Hawaiian pizza is the best pizza on the 00:16:11.245 --> 00:16:11.645 planet. 00:16:11.706 --> 00:16:12.386 I agree with you. 00:16:13.717 --> 00:16:14.499 I like it. 00:16:14.578 --> 00:16:15.899 Also, I think it's a Canadian invention. 00:16:16.320 --> 00:16:17.740 So then there's maybe some geopolitical 00:16:18.740 --> 00:16:19.182 angles there. 00:16:20.001 --> 00:16:21.143 I don't think the best bagels come from 00:16:21.163 --> 00:16:21.582 New York City. 00:16:21.602 --> 00:16:21.783 All right. 00:16:21.803 --> 00:16:22.283 Where do they come from? 00:16:22.303 --> 00:16:23.605 I think North Jersey, Bergen County. 00:16:23.945 --> 00:16:24.264 Okay. 00:16:24.284 --> 00:16:24.966 Close, but different. 00:16:25.186 --> 00:16:25.385 Yeah. 00:16:25.605 --> 00:16:26.907 Okay. 00:16:27.767 --> 00:16:31.370 And if you have heard of Hyperice, 00:16:31.629 --> 00:16:32.971 a percussion gun, Normatech, 00:16:33.010 --> 00:16:33.650 any of our stuff, 00:16:33.671 --> 00:16:34.792 or even stuff that looks like us, 00:16:35.293 --> 00:16:36.613 and you think it doesn't belong in your 00:16:36.653 --> 00:16:37.354 PT clinic... 00:16:38.990 --> 00:16:39.572 Come find me. 00:16:39.672 --> 00:16:40.393 All right. 00:16:40.572 --> 00:16:41.894 Let me prove you wrong or prove me 00:16:41.934 --> 00:16:42.215 wrong. 00:16:42.735 --> 00:16:43.496 You can prove me wrong. 00:16:43.736 --> 00:16:45.538 I will absolutely buy you a Hyperice tool 00:16:45.578 --> 00:16:46.019 you're choosing. 00:16:46.039 --> 00:16:46.421 There we go. 00:16:46.600 --> 00:16:47.402 Eric Fernandez, Hyperice. 00:16:47.422 --> 00:16:48.724 Thank you for stopping by the live stream 00:16:48.744 --> 00:16:48.943 studio.