Broadcasting way too early from three
separate Wi-Fi connections,
it's PT Breakfast Club with Tony Meritato,
Dave Kittle, and Jimmy McKay.
Broadcasting way too early from three
separate Wi-Fi connections,
it's PT Breakfast Club with Tony Meritato,
Dave Kittle, and Jimmy McKay.
gonna charge you for that second intro
this morning good morning uh gentlemen
welcome to pete i i thought i was
the only one here based off of the
dashboard and i thought you were just uh
i don't know you guys were pulling a
fast one i was ready to go live
myself and i was ready to rock it
there he is for
It's a good lesson.
Like,
can you talk for sixty minutes straight as
soon as that initial shock wears off where
you're like, no one's coming for me?
You sort of dig in.
It was a lot like your first patient
encounter, right?
You're like,
I'm in charge now and there's no CI
coming for me.
It's just time to talk.
Dave just has the stamina.
She's got the stamina.
We do want to...
Here's a crazy topic that I wanted to
start with.
I had a whole intro set up for
it,
but I'm going to go away from it.
Off camera, I'll bring it on camera,
but I somehow managed to swindle and
steal...
I don't even know the math.
Nice setup.
I don't even know how much.
I'm going to estimate two thousand dollars
worth of stuff from Hyperice.
Maybe twenty five hundred dollars worth of
stuff from Hyperice.
To the point where I received two large
boxes in the mail from them.
Essentially one of everything that they
sell.
I'm talking the new.
I've Googled it three times.
I've got the new gun.
It's not even out yet.
I've Googled it three times.
I've got the three.
I only see the two.
I got the Lorma tech leg things.
I got the low back.
I got the knee.
I got the ball that vibrates and heats.
I'm not sure where you put the ball
yet, but it looks, it looks very small.
Now the agreement that I made with,
with hyper ice was we're going to figure
out live selling together, right?
Like I think people making videos,
that's a layup.
So I've known Eric from hyper ice for
a long time and,
So I already feel like I've won because
I've oogled and ogled their stuff for
years.
You can find cheaper stuff.
I'll lead with that.
But I got to be honest, man.
I'm not even a tool guy.
But when you hold their massage gun and
you hold a different one,
I've had a bunch, right?
It's like when you buy a Milwaukee drill,
it's like, got it.
Now, listen,
buy crappy stuff if you want to buy
crappy stuff over and over and over again.
Do that.
You have the internet.
You can buy crappy stuff anywhere.
There is a difference to this stuff.
Let's put it this way.
I feel like I could hammer nails with
their massage gun.
So if you're going to use it once
a month,
go buy the sixty three dollar version.
If you're going to use this as a
professional or if you're like,
I'm an athlete,
I'm going to use this a lot.
That's when you go with the stuff from
Hyperice.
They are not the cheapest option.
Let's take this and apply it to patient
care and what people are actually doing.
Let's take this and apply it to Dave's
business model versus my business model.
Got it.
My business model and my clinic is full
of ninety dollar massage guns that I would
say are comparable in the idea that they
are both called massage guns.
What you have at your point,
what I have.
They effectively smash tissue,
beat it up to five hundred RPMs or
whatever it's going to do.
But there is a difference in the build
quality.
There is a difference in the field.
There is a difference in the aesthetic.
And so somebody who wants to pay for
that, who's going to be that client?
It's not going to be my client who
will come if it's covered.
It's not going to be my client who
will come but not really do any of
the home exercises,
not really look for lifestyle change,
not really look for, you know, long-term.
Like, my client is going to come,
use it once or twice, and be done.
And when I say that,
I mean use physical therapy once or twice,
use a massage gum once or twice,
use the physical product or the
professional service, and not really care,
not really embrace it,
not really –
Dave is in a different situation.
What's Dave's situation?
Well, I mean,
I think there's a little bit of whether
regardless of a physical product or a
service, there is some I don't know.
There's different reasons.
Everyone has a different reason,
different consumer.
So whether it's status or ego or they
are, quote unquote, discerning whatever,
you know,
like different variations of that
definition in terms of some people who
already had in-home massages and they're
like, of course,
like now I have a new injury and
I want in-home physical therapy that the
massage therapist can't rehab or can't
help or whatever.
Um,
and why they would pay out of pocket
certain,
some people want that reliability in some
combination of like certainty or
promptness or whatever.
And that's similar to holding a different
massage gun.
Like if you go to a store and
you pick up a, I think when I,
I bought the, um,
Not to bring in another brand name.
Should I not bring in another brand name?
Yeah.
The Vault, the Hyper Ice,
like the Vault or whatever,
one of the massage guns,
this was four something years ago,
and it was like, four hundred dollars.
Now I'm sure it might be a little
bit cheaper,
but it's a little bit heavier.
It just has different textures to it.
It's a different feel.
It's maybe a slightly different experience
from the user.
And that's the difference between like you
can't have that feel like, oh, wow,
this feels different or like it's got a
different texture to it or it feels a
little more sturdy or whatever it might
be.
You can't sell the sixty three dollar one,
but then convey that better feel or or
or like a unique feel.
However,
however you define like better or
different type of feel or experience.
So it's very similar to a physical product
versus an in-person service.
Yeah.
If you're selling features or benefits,
right?
So I think anybody at Hyperice would say
like our massage gun goes in and out
and it goes in and out this number
of times versus that feature, feature,
feature.
If you're selling something different,
like cologne is like,
or perfume is like a perfect example.
Like you could smell like roses.
This smells like roses.
That smells like roses.
Why do you buy the different one?
I got a buddy who buys all of
his golf shirts from Walmart.
Why?
Because he's going to have thirty eight
golf shirts for my other buddy who buys
six.
But he wants to buy the six dollar
or he'll only buy six for four hundred
bucks because he's buying Nike golf
shirts.
And this might have just been Internet
chatter.
But years ago,
there was a company called Vizio.
I mean, I think the company still exists.
But Vizio was like,
we're the company that makes all the Sony
TVs.
Sony slaps a logo on it.
We're the company that makes the TVs.
Now we're just going to be Vizio, right?
And I might be getting...
I'm pretty sure that was the brand.
And they're like, you can have...
I mean...
Look at Nissan and Lexus.
No, Toyota and Lexus.
Like if you're a mechanic,
you understand that there's – I'm making
up numbers here.
A fifteen percent difference between a
Toyota and a Lexus,
it's just where it matters.
It's the same frame.
It's the same transmission, yada, yada,
yada.
It's just a different – these things.
Tony's got his feet.
He's got his shoes off.
What's going on?
We've got a problem.
The same thing here.
You know,
this was supposedly made in the same
factory that makes Hoka's.
I bought the Hoka brand for my kid.
I am not going to spend more than
thirty or forty bucks on a shoe,
even though I've been wearing this for
like over a year.
I've logged hundreds and hundreds of
miles.
I run in it.
I work in it.
I do all that stuff.
It's not like I don't get the value
out of it.
I have no perceived benefit of the brand
or the four letters H-O-K-A.
Whereas, you know,
my kids don't want to wear a generic
shoe to school.
So I'm having the extra hundred,
hundred and fifty for their shoes because
that name is important to them.
Whereas it has zero value to me.
I was just about to ask you why
you would buy Hoka's for your kids and
then the off-brand similar Hoka,
but not Hoka shoe for you,
but you just explained why for your kids'
school experience.
And maybe if we could just take it
another step,
like just so that they're not getting
picked on and they fit in and that
whole school experience,
which we've all been through.
And something Dave can relate to,
So last night was the first night of
baseball practice for high school.
We went out.
We've got twins on the freshman team.
We had to get new baseball bags,
new bats, new cleats, new glove.
Like they outgrew everything that they had
from Little League prior.
But I still can't bring myself to buy
three hundred dollar bats new in a retail
store.
So we went to play it again sports
and we picked up the same bat used
for half the price.
Now,
I'll buy new cleats because I know they're
going to wear them out and they need
them.
So there are certain things that I still
can't go past that line just for the
value of the brand.
But yeah.
Yeah.
So this this digs deep into what what
are you actually buying?
Now,
there's a couple of things that you can
say.
You can say I could buy the Tony
said it.
I'll buy the ninety dollar massage gun
versus the three hundred dollar massage
gun from Hyper Ice.
You could also say if you're Hyper Ice,
this thing's going to last you four times
as long or the battery is not going
to die on you or these or it's
you know,
it's it's it's built to actually be beaten
on.
So the question is,
what are you discerning about?
Are you buying luxury?
Are you buying status?
Are you buying affordability?
Are you buying endurance?
What are you actually buying?
The issue with Hyperice is,
And this is just from my personal view.
In the last ten years,
they've created categories.
People weren't walking around with
inflatable leg cuffs, I don't know,
ten years ago that I saw,
not every day anyway.
So then what happened?
People came in, copied what they did,
and said, we're just going to charge less.
We're going to give you something a little
shoddier for a little bit less.
Hyperice needs to understand, and of
of course they do is they need to
remain high.
They can't be,
they can't be or advertise Toyota.
They need to be in advertise and sell
Lexus because that's where they position
themselves in the market.
So when I do these,
when I'm going to start live streaming and
live selling for them on the app, whatnot,
I'm going to try to do some Amazon
stuff as well.
The idea there is I'm going to say
the quiet part out loud.
I'm going to eight mile it, right?
The first thing I might say, hey,
I'm here to show you three things from
Hyperice.
You can buy cheaper ones anywhere on
Amazon.
If you're looking for the cheaper option,
go there right now.
I want three quarters of the room to
leave before I ever open my mouth.
Okay,
the rest of you who are still here,
let me show you why this is not
only worth three hundred bucks,
it's worth six hundred,
and I'm giving you a steal today.
So now the reason why I think somebody
like Dave could pull this off
And I can't because I do think we
need to consider these other aspects.
One, I value thrift.
I value like saving money.
It makes me feel smart to say, oh,
I only paid this much for that when
somebody else paid full price.
Two,
I think Dave has a great sense of
style, a great sense of fashion,
like his hair.
His, his clothes, this shirt,
I bought these shirts at least years ago.
Like I'm still wearing year old shirts,
you know, like I,
so for me to try and force myself
into building an aesthetic on,
on brand in the clinic, buying nice,
nice stuff in the clinic to sell the
aesthetic of we're a high value,
high net worth, you know, come here,
ready to spend fifteen hundred dollars.
It just goes against my nature.
And so it doesn't make sense for me
to try to do that.
Let me ask you this.
So is there are there any things in
your life that you're like, yeah,
I'm going to invest in this like something
like a hobby you triple down on something
that you're like, no,
there is a difference between the B minus
version and the A version that I'm willing
to spend.
I got to think about that.
As you know, there's nothing.
Because I'm sort of the same way.
Like I, I mean,
I don't want to brag,
but I built a, I built a wardrobe.
You guys know me all big on clothes,
like a barely walk.
You know,
I've got like twelve shirts that I wear
all winter.
They're all flannel shirts.
And as soon as I got to twelve,
I was like, I'm good.
Don't no one buy me any more shirts
like I'm good.
I liked the quality.
Like, I'm like,
I want J crew flannel shirts.
As soon as I got one,
as soon as I got to like eight
or nine, I was like, I'm good.
Even if they're on sale, I'm like,
I'm good.
Cause those shirts in my brain are going
to last long enough.
Um, hockey stuff.
Like I buy good enough.
Like there are four hundred dollar hockey
sticks guys.
I don't know if you know anything about
me and playing beer league.
I'm not getting drafted.
So I have no problem buying several,
several Dick's sporting goods,
eight dollars, six that are,
ninety three percent the same as the four
hundred dollar stick i don't need i don't
need that that aesthetic so i'm trying to
think like i am the same way where
i don't buy like a new golf shirt
every year unless the thing is falling off
me it's still good but there are some
things that i'm like i understand the
difference between this the you know the
the b minus and the a version but
not everything i want to
Can we double click on what you're going
to do with the live shopping with the
Hyperace products?
Because I have a whole bunch of questions.
Like, are you able to,
you're going to just sell them and connect
your own credit card processor to it?
Do you have to send that money back
to the company?
I want to hear some of the logistics.
So I essentially said to Eric and
Hyperice, listen, live selling is a thing.
And I didn't, I mean,
Eric at Hyperice is smart enough.
Like he just like, got it.
I was like, here's my pitch.
I want you to pay me nothing.
I want you to send me one of
everything that you sell and I'll play
around with it for the first couple of
months.
If I sell anything,
so if I'm sitting here with my gun
in my living room and I sell one,
they're fulfilling it.
They're keeping the money for now until we
decide, hey,
this is a thing where me going online
for thirty minutes or an hour actually
makes money until I've hit in my brain
that twenty five hundred or three thousand
dollars that they already paid me in my
brain.
Dude,
I was drooling over there like Norma Tech
leg boots,
but I wasn't going to spend it on
that because Jimmy's a weekend warrior.
Well,
so you get to use the products for
free,
but they're not paying you to do this
free marketing, branding,
amazing promotion for them.
Right.
Not yet.
The first two months,
the goal is to do a live stream.
And I don't know the cadence, how often,
how long.
Thirty minutes?
An hour?
One product per show?
Three products per show?
Do I stay with legs?
These are all the things I want to
play with because I couldn't look Eric in
the eye and say,
I have the thing figured out.
For every hour I go online,
I'm going to move ten units of yours,
and that's this much margin.
I don't know what it is.
But for me,
I'm using this to test out to then
turn to my buddy at Stroops and go,
hey, man, I can sell rack systems.
If I can sell a massage gun,
I can sell a rack system.
It's exactly what Ben is saying here.
It's JVC.
It's Jimmy value.
What's the C?
It's QVC on the Internet.
That's what it is.
right i essentially i essentially like
again i stole it from hyperice eric is
like i get it you're gonna try to
see if you're selling it but i'm not
selling bargain stuff at first that's my
that's sort of my advantage of why i'm
like dude i just rolled out cadillac like
i got cadillac to sign up and i
looked i looked at eric and i was
like if it sells nothing
you've given me three thousand dollars
worth of stuff take all the videos that
i've created if you can get any value
out of it great use it if not
we part ways i still think we can
get some stuff out of it and then
i'm proof of concept because if eric looks
at me and goes for every sixty minutes
jimmy's on the air from his living room
on a wi-fi connection he's already paid
for we make and fulfill product sales
we'll put jimmy on the air say eight
days a week baby
If there's a limit or if you get
multiple people,
now just look at it like Peloton, right?
We're going to get a couple of different
people.
We're going to get the Jimmy.
We're going to get the female.
We're going to get to this sport.
We're going to get to that sport.
We're going to get the chiropractor,
the PT.
I don't know the answer.
So that's where Hyperice is taking a leap
on me.
But I'm saying I'm willing to put the
sweat equity.
I keep the stuff either way.
If we're making money,
let's cut it in together and let's figure
it out to make it to make it
good.
I want to ask Tony because also selfishly,
I want to pitch you right now live
because I didn't know this was a thing.
This is all live right now.
I want to pitch you.
could you or or would it make sense
for and only as tony tony would it
make sense for me and jimmy if we
agreed where jimmy is selling these
premium physical products but for jimmy to
also mention now of course jimmy with his
platform or if you plug in a hyper
races platform it's going to be national
or global or whatever
But selfishly,
I would love to see if this can
get us more new leads for concierge pain
relief.
Now,
there might be some small section of folks
that might be in the New York City
area who actually see Jimmy's content with
this hyper ice with the live selling.
Right.
Would it make sense for Jimmy to sweeten
the deal and say,
if you buy this massage gun,
you get a free consult or whatever in
New York City with concierge pain relief?
Would we be crossing the line, Tony,
by bringing in a real world service offer?
Tied into a physical product.
Good, good, bad.
I mean, again, everyone,
anyone watching or listening completely
live?
I had no idea we were covering this.
So this is a,
this is a live question.
Yeah, no,
certainly there is no negative aspect to
it.
There's a lot of overlap between these
communities.
The person who's the ideal Norma tech
hyperice, which I'm chat GPT it.
Cause I'm trying to understand what's the
difference between those two names.
Cause it's the same company.
It says Hyperice,
the brand and the product ecosystem,
Normatech,
a specific recovery technology line within
Hyperice.
So Normatech is under Hyperice.
Correct.
Anyway.
Yeah,
there's so much overlap between the ideal
clients for both your service and this
level of product that I think it's a
no-brainer.
You bring the two together.
It's just like seeing you pull up in
an expensive car.
The people who own that car are the
people you want to work with.
Check out Jimmy.
Jimmy's got the Normantech boot in his
hand and a gun.
Oh, no, just a massage gun.
Which I've tried to stop saying massage
gun just because I don't know how the
algorithms take it.
I'm going with,
I don't like massager either because there
are some negative aspects to using the
word massager.
So I've got to find a better use
of like a better term to indicate what
we are doing.
Handheld percussion cannon.
They do use the word percussion with some
of these companies, right?
Yeah.
massage vibrating massage device is that
too like clinical recovery system massage
device no those are good those are great
i like those better than anything gun
related just because of the way social
media is right now uh just food for
thought but yeah it totally should be
offers tied together packages tied
together um that include this stuff
Now, real quick,
let's keep riffing on this.
Okay,
so when other companies do webinars and
workshops and trainings and all that,
right?
There's other people in the Zoom room,
or in this case,
this would be on whatnot,
which I barely even know about.
I know a little bit from Gary Vee,
but not really much.
So when when there's other workshops,
webinars and and things like that,
the procrastinator, I love it.
There'll be there'll be a presenter or
host.
So be like Jimmy.
But then there would also be like other
people on the team that are pulling people
or messaging people directly,
which probably is possible and whatnot.
I'm assuming because that's you absolutely
can do it on Zoom.
Right.
And the people in the company or the
part of the affiliates or the partners or
whatever,
people are raising their hand like, oh,
I'm interested in this or that or
whatever.
And then the company or the partners of
Jimmy are sending those people direct
messages to engage in their interest and
maybe try to sell them the massage gun
or whatever.
I would be super interested in doing this.
And if Jimmy, if you're okay with it,
I mean, in the future,
we absolutely can figure out a way to
pay per mention, pay per lead, whatever.
Like I am so interested in this that
again,
I know it's going to be a small
subset of folks that are actually in the
area here that would actually qualify or
want to be doing some complimentary
session or offer or whatever,
but I'm certainly interested in it.
Right now,
I'd rather just do it per lead because
I wouldn't want to charge someone
something unless I was delivering the
result.
And again, to me,
this is all beta test.
Hyperice just paid me a bunch in a
bunch of... Again,
this is the Hypervolt III.
I don't even think this is available yet.
Someone can fact check me on that.
Jimmy's got it before LeBron.
Yeah, listen.
This got a heated tip, y'all.
This thing heats up.
It's got USB-C.
Can't use the word tip on social media
either.
Just the tip.
I could do a show just on the
different tips.
And then Dave could be off to the
side giving tips.
And we'll just call it just the tips.
I would love to use this platform.
This is what I did with Stroops that
one day, Dave, that you jumped in.
That was me beta testing.
So Sean Harker runs Stroops Fitness.
They outfit gyms, PT clinics, whatever.
Sean's a mad scientist.
He doesn't get mad when I say that
because he's got a mechanical engineering
background and he was a D one athlete
and he just sees fitness equipment.
He's like,
I can build a better one than that.
I can build a lighter one,
but he doesn't talk about it.
He then just goes to CAD,
designs it and then makes it in the
same building.
And then he's like here and he starts
selling it.
So I was like, Sean,
like live selling stuff is the thing.
This is the way to do it.
Because this is more show than tell.
What else is better at show than tell?
Our entire profession.
Like,
why are we sharing awkward exercise
videos?
Why isn't everybody going live?
When I was at a multi-state PT practice
a couple years ago,
we essentially tried to create the...
peloton of older adult exercise,
like a TV channel on YouTube where every
day at eleven a.m.
you could do your exercises based on your
ability levels.
You could show a progression or
regression.
We did it for like two months and
then stopped.
Guys, I got news for you.
Nothing category changing is going to
change in two months.
We put minimal effort,
minimal resources into this and
I thought it was a great idea.
We got nothing out of it.
And then we pulled the plug.
I'm waiting for a PT practice to steal
this.
I'm very confused.
We haven't yet.
So, Jimmy,
I just sent two screenshots in Messenger.
Go check them out.
Dave, to your point.
And I'm going to go back a little
bit.
When I had first started doing the Amazon
influencer,
which you could do live video through,
I was optimizing the titles of those
videos for Google search because Google
will rank those videos in organic search.
So I would I would create the video
title like best pedal exerciser for
seniors, you know,
best massage device for knee pain.
And when somebody is Google searching that
it pops up,
I totally see the opportunity to say,
you know, physical therapist,
best physical therapist in NYC using
Hypervolt or whatever it's going to be.
I think we have the opportunity to bring
it up in Google search, organic ranking.
Then these products are sold on TikTok
shop.
Right.
What were you going to say?
No, keep going.
Okay.
The products are sold on TikTok shop.
The products are sold on Amazon.
The products are sold on their website,
on Wal-Mart.
All of these have opportunities for
affiliate income.
Creator Connections is a higher commission
rate.
They don't have Creator Connections for
these particular products,
but they have them for other similar
products.
There's just so many ways that we can
do this.
Jimmy, I asked you before,
you already have your Amazon Influencer
approved.
You have the ability to do Amazon Live
right now.
Right.
You just maybe don't know how to do
it or...
Like go to the Amazon Live app.
So, all right, we can go into specifics.
So the difference between Amazon Live and
whatnot is the cut.
So I have no problem.
I have no problem which one I do
it on or which one I started on
because I'm going to start ugly.
My first thirty broadcasts are going to
suck, right?
So I have no problem doing it ugly
and figuring out what is good and what's
not.
I'd like to use this platform,
the one that you're looking at us on
a live stream with,
because I can do things like bringing
things up on screen
taking comments and putting them on as
long as they work that way.
And then every once in, what's that?
Every once in a while, oh,
we got a new sponsor.
It's called UnboxRx.
Today's episode is brought to you by
UnboxRx,
the monthly subscription box for physical
therapists that sends you mysterious rehab
equipment so you can dramatically open it,
surprise on camera.
Just lift the lid, widen your eyes,
and say, wow, that's interesting.
No idea what it does?
Perfect.
UnboxRx,
because sometimes B-roll is the business
model.
So yeah,
so Amazon's going to take a larger cut.
But what do they bring to the table?
A larger, already captive audience.
I mean, they're doing football games,
right?
I was very confused when a friend of
mine was like,
I can't believe we can't watch the blah,
blah, blah football game except on Amazon.
And I'm like...
He's like,
how much do you think the NFL paid
Amazon?
And I'm like,
I think the money went the other way.
Because while you're shopping or while
you're watching the game and little things
pop up on screen, I mean,
it does it on YouTube TV.
An ad, while I'm watching an ad,
I can press a button.
It's like, oh, that's cool.
Send that to my phone.
What did we used to do when a
commercial was on?
We'd hurry up and scribble something down.
Then it was like, take a quick picture.
Now it's press a button and the
information from the commercial will be
sent to my phone.
So Amazon has better traffic than Whatnot
right now.
And I've been on Whatnot a little bit.
It's a lot of crap.
It's the Teemu of...
stuff it's it's garbage right which is why
i also think rolling in with hyper ice
could be genius or dumb i don't know
because it's like my first again my first
line would be if you're looking for a
ninety eight dollar massager like get the
hell out of here this ain't it this
is the cadillac of tony what did you
want me would you want me to share
with this these well
Yeah,
just to show like these videos are videos
on Amazon.
Some are live.
This particular one is live.
So creating these videos on these
platforms also gets you ranked organically
on Google.
It also will help you show up depending
on how you title them and what you
say in the video.
But for an audience like Dave's,
this is absolutely an opportunity to get
in front of that audience.
Dave, what were you going to say?
Also, to Tony's credit, this company,
Renpho, R-E-N,
the first screenshot on the bottom,
R-E-N-P-H-O.
I've never heard of the company,
except when Tony was making videos,
I had a client that wanted a massage
gun device,
but didn't want the four hundred dollar
one.
And I helped them buy a ninety nine
dollar Renpho massage gun.
Never heard of the company before.
Tony may not have captured the earnings
for that affiliate purchase,
but this is how the stuff works.
Also, several years ago,
I didn't know that there were the,
whatever the other company named,
the Saunders, but not Saunders,
the cervical traction unit.
And I asked Tony for...
Comfort track.
And that was like,
and I think I still have it nearby
somewhere.
It was like five hundred bucks.
And I think I did ask Tony for
a link for that.
But the point is,
Tony put these videos out and I,
even though I'm a colleague of his and
a friend of his, like,
and I'm buying this stuff,
but I saw it through him.
And this is no different than a complete
stranger who sees Tony's videos and then
buys his.
the product.
I even bought the Heichi, Tony,
the little massage,
the mini Heichi for my new therapist that
just started like six weeks ago or
whatever.
And I never heard of the company Heichi
before Tony Meritato.
So, I mean,
it's massive in terms of the potential
impact and upside.
And this is why this stuff works.
This is why this live selling and
influencer component can work.
And I'm just a little bit more than
before,
a little bit more interested to kind of
see how it will go or where it'll
go.
I think for us, more for the healthcare,
health and wellness products,
physical therapy,
that type of stuff is a little bit,
obviously a little bit more interesting
for me at least,
as opposed to the other videos that we've
shared behind the scenes where it was like
other countries and they're just selling
like little knick-knack things like from
Teemu.
That's not as interesting.
But yeah,
for a premium price product and also
something that's kind of like health and
wellness related that I would use or my
clients would use,
then I'm certainly interested.
This just goes into the conveyor belt.
I mean,
this goes into the story of like Jimmy
McKay trying to figure out what to do
with his life.
This goes into,
I don't know that I was ever in
marketing,
even though I was running radio stations
for a decade and a half.
I still think I was in that thing
before marketing.
which is attention.
And these platforms have the attention and
they are telling you,
they are telegraphing to you how they want
you to use it.
They're like,
you want to sell a bunch of stuff
and make a bunch,
you want to make a living selling stuff
on Amazon?
We will give you that opportunity.
You don't have to go outside the platform.
We're now building a channel so you can
build your own TV station because when you
win, we win, right?
These platforms,
the only thing I'm surprised is that
YouTube isn't jumping on this earlier,
that Instagram isn't jumping on this
earlier.
And there's tech people probably yelling
at the screen right now or the speaker
with an obvious reason for this that maybe
I'm just not smart enough to figure out.
But to me, it's attention, then marketing,
then sales.
But that attention part seems wild and
hard to nail down.
And I don't think it is.
I think it's figure out...
I think it's this graphic that I bring
up all the time.
Figure out who you want to talk to,
what their problems are, what they want,
what their barriers are,
what you bring to the table.
And as soon as you figure out your
shared why,
then figure out how to get it in
front of them,
where to put it and when to do
it.
That's it.
That's what I'm doing with Hyperice.
I'm like,
I'm just figuring out who the different
audience is.
My audience is not the consumer.
My audience is the clinician, right?
So is there a program for Hyperice to
go to your clinic and you be a
retailer?
Yes, there is.
Yes, there one hundred percent is.
Can you go to Whatnot and go direct
to consumer?
Yes, you can.
I don't have to have a relationship with
them.
Whatnot wants three and a half percent on
every sale and they're going to put me
in front of the right people, hopefully.
Can we kind of stay similar but pivot
to Facebook groups real quick?
Yes.
I'm pulling up another screenshot.
So there is a.
Fifty-five thousand member Facebook group.
Um,
it's called total knee replacement and
recovery group, right?
Fifty-five thousand members.
Don't you think this would be an amazing
group for clinicians to have my group,
my total knee replacement support group
for kind people.
I think we're at like twenty-three,
twenty-four thousand members.
Um, these guys are double.
When I click on the admin,
like who's running this group,
I'm not even going to read the names
of the people, but it's online seller,
digital marketer, online marketing.
Every single admin for this group is
basically a foreign individual who's
selling t-shirts or something similar to
that.
These guys have cracked the code to
understand.
I create a medically focused group.
I get tons of people in it.
I can't see right now how old this
group is, but it's not very old.
Usually these are a couple of years old.
I guarantee these guys are making tons of
money.
Every single day they're showing like
t-shirt designs and would you buy this and
look at that.
And yet to my knowledge,
there are very few clinicians out there
that have grown groups like this to this
size.
Uh, I mean, could you,
could you imagine what a clinician could
do with something like that?
What would you do with something like
that?
Dave, if you knew they were both, let's,
let's change the,
it was a total knee replacement group.
Let's change it to something
geographically related.
What would you do if you could have
fifty five thousand people in New York
City attached to a group?
What would be the reason they would be
connected for you?
That would make it unbelievably valuable
to you.
Oh, man.
Dad bod.
It could be something like New York
history, landmarks, museums, maybe.
I don't know.
Restaurants, theater.
Why?
Why are you going social?
Why wouldn't you go with health?
I mean, it could be health,
but why would someone be in a Facebook
group that's a health-related group that's
just geographic?
I usually don't see it.
What's that?
Because I can't get it.
Oh,
there's New York City triathlon groups.
There's New York City running groups.
There's New York City swimming groups.
There's New York City cycling groups.
New York City...
It's got to be like Facebook groups for
baseball players, right?
Always looking for an extra guy and stuff
like that?
Probably.
Yeah.
I mean, I don't know about for baseball,
but...
Usually I think like Tony said,
like Tony's got twenty plus twenty two
thousand plus for his knee knee
replacement Facebook group.
But that's for folks all over the country,
maybe even in other countries as well.
So if you're trying to build a big
enough group.
maybe the, even with New York city,
like I think it's,
it still might be challenging to when you
add the location to it, like,
like the ones that are okay.
The traditional Facebook groups right now
that I see, it's like,
there's one for every neighborhood.
There's one for every neighborhood in
Brooklyn.
There's one for the Upper East side and
Manhattan Upper West side of Manhattan.
And it's usually like parents asking to
for like nannies or it's,
it's nannies looking for jobs and it's the
pass along groups and giving away stuff
and this and that.
all these groups are fairly small like you
know a couple thousand or or you know
tens of thousands which is still big um
i'm not sure what type of a health
related facebook group that's
geographically located would how that
would be but then also tony knows like
it's it's like a slug of effort to
like ramp it up and grow it initially
So I shared with Jimmy,
he's got it up on the screen.
This is Dr. Samantha Smith.
I've known of her for a couple of
years now.
She's in my space, total knee replacement.
She does have a Facebook group.
I don't know how big her group is
per se, but Jimmy,
if you go across the top of her
website and mouse over courses,
it'll open up like a dropdown page.
And she's got a full knee replacement
course, bending, a knee bending course,
knee straightening course,
pre-rehab course, pre-surgery course,
post-surgery course.
So six courses.
They range roughly around one hundred and
fifty dollars per course.
She teaches classes.
These are paid classes.
She has resources with equipment.
So what she's effectively done is she
said, OK,
I'm going to build this community.
I'm going to monetize this community
that's not geographically located.
But she does have an arm to her
business where she still goes and does
outpatient in the home therapy services.
She still treats patients in her local
community, wherever that is.
I'm not sure.
You can book a virtual call with her.
There are so many things that you can
do with her.
And I've watched her grow this from
nothing.
And multiple therapists have done this.
So this is where it goes back to
someone like Dave, if you want it.
I'm not saying you should or do.
But you build the digital resource that is
scalable to infinity.
You have the live human resource that
and kind of a little bit of everything
in between.
It's scalable to infinity,
but it's very challenging to scale.
You mentioned that she's still doing
in-person visits.
Yeah.
If she's still doing in-person visits,
how much sales is she getting with her
courses,
even with fifty something thousand
followers on Instagram?
I will tell you and I won't mention
names.
There are individuals who have done this
into the two plus million dollar mark.
I'll share the name off camera.
So, I mean,
we're talking you can get to seven
figures.
Absolutely.
But in terms of the number of those
folks in the continental U.S.
doing it,
how many folks do you know doing it?
Five or ten max?
So then the question is,
is it because they're
You know, it's yes,
maybe it's challenging.
You have a unique platform already.
You have so much history.
You have charisma on camera.
It's so easy for you to get up
and talk that, you know,
if we take somebody else or even take
the average clinician who's out there
right now thinking I could never do that.
You're probably right.
You probably could never do that because
it's going to take you ten to fifteen
years to get to where Dave is right
now.
But Dave is fifteen years ahead of you
if you want to pull that lever.
And he's starting to.
Yeah.
She has all the verticals covered.
I mean, she even has...
You guys saw what I was bringing up.
She's got the recommended equipment list.
Yeah.
Which is like things she recommends,
which, of course,
I double-check just to make sure,
but she clearly knows what she's doing,
does not need any advice from a nitwit
like me,
but everything goes to his Amazon
affiliate because if she's going to
suggest it, she even goes low, medium,
high, and comfort.
So highly recommended, recommended,
optional, comfort, and convenience.
So she's very... Look...
There's the Bob and Brad massage gun.
There's the I survived a knee replacement
t-shirt.
There's the chirp mini massager.
Like,
if she's going to get asked the question
five times,
she's going to put it on her website
and just say, there it is right there,
get it.
And have no problem and no loss of
respect, in my view, of saying that.
And I think a lot of people have
a problem with that.
I don't understand it.
Okay, if you...
A couple of different businesses there,
like challenging.
In-person visits she's doing,
she's doing the courses,
then the affiliate products,
like the amount of entrepreneurial
distractions with those three buckets.
I mean, those are basically three,
could be three different businesses.
I know, yes,
I know they feed into each other, yes.
By no means is any of that easy.
Isn't that diversifying?
And this doesn't I mean,
she might still be doing in-person visits,
but this says forty minute video phone
call.
So she's going buck sixty five an hour
while my machine's making money and my
courses are selling in my sleep.
Why not do a buck sixty five for
forty minutes?
Tony might disagree,
but unless you're doing like a million in
revenue,
it does not make sense to diversify.
That is today's business lesson,
in my opinion.
Others might disagree,
and that's totally cool.
No, I agree.
It's it's a give and take going back
to understanding your personality,
understanding your what's important to
you.
You know,
I would be far more successful if I
was more focused.
I would be far more successful if I
picked one vertical,
went super deep and was able to follow
the recipe for success a million percent.
The fact that I do all of these
different things slows me down,
keeps me relatively modest income.
Um,
but it also fits within my personality.
It also, you know,
at the end of the day,
I still go back to my kids don't
need more.
My family is taken care of.
Like I'm comfortable.
Um,
So I'm willing to lose a million extra
in revenue because I don't I don't really
think it's going to add any value to
the quality of our life.
And in the process,
just kind of play around and experiment
with different things,
even though it slows down success.
no i just i i want to i
want to uh support you like you've already
won you've created businesses you bought
real estate you you're you you're good you
you and your wife like your family you
guys are set up you set your your
family up uh to succeed i'm talking about
the twenty or thirty year old physical
therapist or ot or whoever out there
watching our stuff or stuff like our stuff
And doing a in-person therapy bucket of
business,
then courses and then affiliate product.
I mean,
that is where a twenty or thirty year
old should not be diversifying.
Tony can tinker.
Tony has achieved success.
He's got money in the bank.
He's selling real estate.
He's buying real estate.
You've won and you can now tinker and
play around and have different projects.
That's totally fine.
True.
But it's the twenty or thirty year old
or someone who has student loan debt or
just came out of student loan debt.
I agree there.
And they and they should not be doing
a business that's got three buckets,
in my opinion.
That's basically three businesses and one
business, a little cross pollination,
but in general distractions.
And that's where diversification can hurt
you.
So what would you have her triple down
on?
Whatever is that?
Whatever is the thing that most people are
demanding,
which is probably the in-person visits.
I would think whatever division has the
most growth potential,
which is not the in-person visit.
Maybe it's the courses,
but then stop going and doing in-person
visits or hire other therapists to do the
in-person visits.
And then she should just be a hundred
percent doing courses,
but not all three things.
Well, wait, so the courses are recorded,
it looks like,
so she can't really do more courses.
In my brain,
what she did was she took the timeline
of a knee replacement and she created a
course for every milestone, right?
Like pre-bending.
I even love how she called them bending.
Yeah, the titles are amazing.
Then her whole job would be,
how do I get this in front of
every single next American going through
knee replacement surgery?
So that whole thing is marketing and
getting it out there.
So that's a full-time job.
Assuming the courses are amazing and it's
already recorded and taken care of and
it's done,
then you need to get it in front
of more people as your full-time job.
Correct.
Yeah,
I don't mind that because you can only
do so many full-time or in-person things.
Again, her visits are virtual,
so she can do it from wherever.
So she's not aiming geographically.
Yeah,
I think the next step for her –
Go to the hip.
What?
Go to the hip.
You've covered the Nate.
Go to the hip.
I do get it.
I do get a ton of people asking
about hip.
I get a ton of people asking about
bilateral knee.
I'm like, it's the same.
It's a knee.
Shoulder.
No,
but what I was going to say was
diversify by bringing other course
creators on your platform.
The, the thing, I think the,
the bottleneck for somebody like her,
and I've never talked to her is she
has a personality and,
She has a, you know, she's a female,
she's young,
she she's got these attributes and it's
going to appeal to a certain population.
Just like I have attributes that appeal to
a certain population and don't appeal to
another.
I would get different therapists that have
different attributes that will resonate
with different populations,
basically creating the same course,
create the same exact schedule, teach it,
you know, in their own way.
But there are people who want to learn
from people who look like them,
who sound like them, who talk like them.
That's where I think most of us are
lacking.
We don't bring that diversity in.
Don't disagree.
That's the Peloton model.
I like certain Peloton instructors because
I like their vibe.
I dislike others because I dislike others.
That's why they have thirty-something
instructors.
They can all teach the same exact course
or class,
but I'm going to like it because this
one dude plays the types of music I
like, and he doesn't really talk a lot,
and another one doesn't shut up and plays
this other music, and I'm like,
no good over here.
Good over here.
I'm happy.
And
I agree with that.
So what would your first step be?
Recreate the wheel with a different
personality?
Or would it be go from knee to
hip?
That's a good question.
I don't know.
I would be looking at other content
creators right now with smaller audiences
that are that are creating video content.
And I would reach out to them and
I would say, hey, I've got this.
This is my most successful course.
I want you to create it and I
want you to bring it in under my
umbrella.
I will sell it for you.
I'll give you seventy for seventy percent
of the revenue we generate.
I'll take thirty percent to cover payment
fees and a profit margin for me,
because if she doesn't,
That other person should just go make it
themselves and put it out to their
audience.
You know,
I should just go make all of her
videos, all of her courses,
put it out to my community because she
already has a proven product.
There's no right.
There's there's no protection for anyone
on that.
And what I'm doing is I'm bringing my
unique perspective,
even if I never watched her videos.
That would be the smart thing to do.
Tony just summed up what I was taught
in my first two years in radio.
I was running a radio station here in
New York and another company,
Clear Channel,
moved into town and was like,
we're going to compete with this rock
station we're running against.
And I remember panicking going,
oh my gosh,
another radio station is going to play the
same music.
Imagine you paid someone minimum wage just
to be like, hey,
when this radio station over here,
whatever their playlist is,
just copy them.
Fifteen minutes later.
I don't care.
Just play whatever song they played.
Fifteen minutes ago.
Play that.
Just copy every one of their songs.
And I was like,
what are we going to do?
What are we going to do?
How are we going to what are we
going to do?
And that's what my boss explained.
He goes, it ain't about the music.
It's about the stuff that isn't the music.
That's the only thing we can change.
So it's the personality.
They didn't have that.
They came on and they were just a
playlist machine.
Song, funny little thing between song,
song.
You can play exactly the same tunes.
What do we have?
We have everybody in this room,
and that's what we're going to
differentiate ourself with, right?
So we're going to figure out what someone
likes,
and we're going to give it to them
a lot.
So what you're saying is you could take
that course, watch it yourself,
do the Tony version of it,
do the Dave version of it.
Your differentiator is you.
Hard stop.
You do not need to recreate the wheel.
You need to create the wheel that looks
like you.
I would also have a caveat.
You're going to have better success at
recreating a will you like because you're
going to do it more, better.
When it sucks and it's going to suck,
you're going to keep doing it.
When it's not working,
you're going to push through the dip,
as Seth Godin calls it.
So I would do that.
That's why I have no problem doing this
for Hyperice.
I can have fun or yammer on or
I'm going to play and poke and play
and poke until I figure something out or
there isn't anything to figure out and
then I move on.
What do we have to close the show?
Well,
I essentially had three topics today.
One was the hyperized thing.
The second was,
are we leaving money on the table,
avoiding affiliate sales,
which we looked at Dr. Smith there,
who's got a complete list of everything
you'd need to go through a new
replacement.
And every one of those things lead to
a affiliate link on her Amazon store.
So her job is get as many people
with that problem to that website.
Once they're there, they do the rest.
And then the third was,
Is this, again,
leading to the model of what is your
job,
which is Tony's dream clinic of the
future, the Mr.
Beast model of are you just giving away
the PT for free because that leads to
content and content drives attention,
which can lead marketing and can lead
sales.
You just have to decide what the funnel
is.
But attention always comes first.
Again, I walked around CSM.
Larry Benz wrote an article on it.
You don't have to like Larry Benz or
believe everything Larry Benz is saying.
When Larry Benz is saying...
I've been on the inside of one of
these companies spending a hundred grand
to try to lure people
PT students to work here in forty eight
hours,
not even forty eight hours like you're
only in the expo hall,
like two or three hours out of CSM,
you know, do a quick hot lap,
see what's good,
do another hot lap the next day to
kill some time.
And then they're like,
how many people do you need to hire
just to cover the cost of the booth?
And then my question with Larry was,
what are you doing in the other eleven
point nine nine months of the year?
That is where I would be earning
attention.
Someone like Josh Funk,
Rehab to Perform had a booth hiring in
Anaheim.
That doesn't make any sense, but it does.
Here's why.
It wasn't a crazy expensive booth based on
size, and they do stuff constantly.
They do stuff constantly.
So you're like, oh,
there's that guy that's in all those
videos.
Josh was there,
and then I'm blanking on the guy's name,
but he's their director of clinical stuff.
He's in the other sixty-three percent of
their videos.
The prehab guys were there.
They were walking around.
Now they're pivoting from just...
exercise videos in their Instagram
account.
They have a brick and mortar clinic.
Now they're creating an app for home
exercise plans.
See, the prehab guys are like, oh God,
I got it, I got it.
They do.
So they're saying your HEP product sucks.
We know how to create content that sticks.
Here's our proof of concept.
Welcome to the internet.
There it is.
Look at that.
There's the scoreboard that matters.
Now they are there,
but they're not spending two hundred grand
on a booth,
which is a smart idea not to do.
So I guess my question is,
I'm talking to Larry Benz later on today
about some different ideas.
Oh my God, Larry Benz calling me.
Look at me.
Who am I?
Pitch him.
Get him in as an investor, dude.
Get him to write a blank check.
All right, let's present this.
You had a shark tank with Larry Benz.
What would you pitch him?
Well, if it's with you, I mean,
I think, no, if it's, I mean,
I don't know.
For you,
I'm just saying with the live shopping,
is there a way to basically back that
in terms of making, like, I don't know.
You can make a business on whatnot,
but then you're making a business on
another platform, which is always risky.
But could you make a business around you,
Jimmy, and doing live shopping?
Selling of physical therapy products.
Larry's got all the connections to OPTP
and every other company.
Tony's got a ton of connections with all
these companies in terms of how you can
have a business model around live shopping
early days.
It's early and it's even earlier in
physical therapy and health care because
PT and health care moves so slow with
innovation and new technology.
If it's for me,
I'm not I don't have anything that's like
investable other than we're just,
you know,
trying to hire more physical therapists
and get more new patients in for concierge
pain relief.
So that's like my main focus.
I don't really have something that I would
need like his, you know,
investment for other than it would just be
more like, you know,
money to expand faster or something.
But then I'd have to have him co-own
it or something.
So I don't know if I would want
to do that.
All right.
I'm smart enough to know when I talk
to Larry Benz, listen more than I talk.
I'm at least that smart to listen more
than I talk.
I would love to hear what he thinks
about the live shopping of you selling
HyperEyes.
Tell him,
because I'm sure he'll understand it.
Tell him that that huge company sent you
one of everything.
I think that in itself is impressive,
right?
I think...
there's not many PTs in the country that
could make that happen.
Tony, Jimmy, not me right now.
I mean,
there's not many PTs that could make that
happen.
I want every concierge pain relief PT
walking around with a construction belt.
And I want this thing dangling from it.
And you're like, what's your problem?
I got it.
What do you need?
And I want them...
Because that's what you would want, right?
Your clients are Hyperice.
They are Lexus, right?
These are not the other products.
And that's okay.
It means your audience is smaller,
but it means they're willing to pay more.
And, you know,
Ryan Serhan understands he could sell a
thousand units a year, you know,
in upstate New York where Jimmy lives,
or he could sell five in New York
City and be fine because the five he's
going to sell are going to be of
higher value.
All right.
Parting shots.
What do you guys got?
I think you just need to understand,
you know, once again,
we hit this point all the time.
The value isn't in your hands.
The value is barely even in your head.
The value is getting something out,
whether it be media or build a product
or do something like take action.
That's where the value is.
The person who takes action is the person
who wins.
Agreed.
I don't know.
Really,
really going to be tough to have a
better one than that.
With the live shopping,
I'm curious to see how this continues to
go.
Jimmy, maybe even Tony, show us, lead us.
Let's see what's possible.
Yeah.
I'm going to probably start this on
Monday.
I got to have Tony explain to me
again,
the overcomplicated version of how the
hell to get fricking live on YouTube or
not YouTube on, uh,
I know how to do live on YouTube
on Amazon, why it's a little harder,
but here's the thing, Tony,
they don't charge me.
They don't,
Amazon doesn't charge me per hour.
If I did five shows,
they're begging me to do five shows.
Cause it's like the more you do.
Right.
So it costs nothing.
And if you do a bad job,
nobody sees it.
If you do something crappy,
nobody sees it.
The differentiator is how much you're
willing to try on this one thing and
how often you're willing to fail.
And my friends,
if you know anything about me,
I am ready to fail like more than
anybody else.
Real quick, Tony,
would it make sense for Jimmy to do
multiple devices?
So one device is doing Amazon Live,
another device is like YouTube Live or any
other platform?
Eventually, yes.
Not the first time, not the tenth time.
Like he needs to get the reps in
on one.
Yeah.
And my goal is to,
I'm going to play around with four,
because now you get into formats.
It was like, what format?
I go, screw up on seven different ones.
Today,
we're just going to talk about the
Hypervolt three,
the thing you can't get anywhere else
except here, right?
Then we're going to look at legs and
I'm going to have the Norma tech boots
and we're going to do the low back
thing and we're going to have the
hypersphere and we're going to do this and
this and this.
But I,
here's the thing that we didn't even
mention because it's so obvious on this
show.
I get to speak for a position of
a person with a physical therapy degree
and a license.
Like the average person could do this and
they could.
We overthink this.
So I'm gonna bring my,
I'm okay with looking in the camera and
talking into a microphone and being okay
failing.
I also get to speak from a position
of, and I'm using air quotes here,
from authority and say,
a PT is telling you this.
If you do this,
here's a way you could do that.
If you have this problem,
here's a thing you could do.
Oh, by the way, don't do that,
do this.
I could do a whole show called,
don't do that, do this, not that.
That could be the whole angle.
where people write in and I fake the
first fifty.
I have this problem when I run.
Do this, not that.
Do this.
Now,
here's three ways we can solve that with
these tools.
Blah, blah, blah, blah, blah, blah, blah,
blah.
So we'll figure that out.
All right.
Back on Thursday and we'll forward tease
this is I just shared this in the
chat.
Ben Galen had a pretty good idea.
The idea of unmonitored therapy programs
and how they fit into the musculoskeletal
world.
And we'll dig into number one,
what is that?
Because that might be the first time
you've ever heard of that.
But what would that actually be?
And we'll figure out what is it?
How do I use it?
Should I be using it or not?
We'll look into that.
Gentlemen, we'll see you on Thursday.
That's it.
We're out.
Boys, what the hell are you doing?
Follow Tony Meritato on YouTube at Total
Therapy Solution.
Find Dave Kittle at
conciergepainrelief.com and on YouTube at
The Dave Kittle Show.
And follow Jimmy McKay at PT Podcasts on
YouTube, the socials,
and wherever you binge podcasts you
pretend are for CEUs.
And hey, just a reminder,
none of this was for advice.
This was for entertainment only.
Our lawyers say that counts.
Thanks, Keith.