How to Make Physical Therapy Irresistible Again

WEBVTT

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There we go.

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We got intro music now.

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I set my roadcaster back up,

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and now I feel like we're a radio

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show again.

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Welcome to PT Breakfast Club.

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I am coming to you from the frozen

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tundra,

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which is redundant because tundra means

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frozen ground.

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But I used to like it when they

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used to do those...

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What were those videos?

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On ESPN,

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they would update the week and they would

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always do Welcome to Green Bay on the

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Frozen.

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They would essentially turn a football

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game into a Smithsonian or National

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Geographic movie.

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Ken Burns it.

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Anyway,

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that's why I'm wearing a winter hat right

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now because it's cold in my house and

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I got the fire going in the background.

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I'm Jimmy McKay.

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That's Tony Maritato.

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Dave Kittle is in the wild.

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We've got our grout fit on.

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Yes, we do.

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We're going to wait.

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I have two topics teed up.

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I'm going to talk about an APTA Facebook

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post that went sideways and how to make

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it not go sideways anymore.

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And did you see, oh,

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you saw on LinkedIn because you liked it.

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We mentioned before,

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I've been doing a series of posts to

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increase visibility.

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And I've been sort of doing, quote,

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the work for free in public,

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but then giving it away.

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What I mean by that is I'm on

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LinkedIn going, hey,

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if MedBridge hired Jimmy McKay tomorrow,

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here's the first three things that I would

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do from a communications visibility

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standpoint.

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And here, I mean,

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I'll give you the recipe.

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I don't care.

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I go to AI and I have a

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formula that I want the post to be.

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And then I go to MedBridge as well.

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I just have like a little sequence.

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I go to their website.

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I make a point where I don't hang

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out on the website or the socials for

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more than sixty seconds.

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And that's probably longer than I should

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be.

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And what I'm doing is I'm trying to

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put myself in the shoes of if I'm

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just a regular person tripping across

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MedBridge's website, Instagram, whatever,

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what do they see, hear, smell, taste,

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all of it.

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Because I'm asking,

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what I want to give AI is,

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what's the snapshot view?

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Is someone sticking around?

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What do they think they do?

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And then I use all these things.

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So I hang out for about twenty minutes

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to a half hour, compiling and talking.

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And then I write this post.

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And of course I tag the company in

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it.

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I've been doing that.

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And I've gotten four phone calls booked

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from decent...

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And people, you know,

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position wise in these organizations,

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MedBridge, a couple of the other ones.

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I'm excited to see where it goes.

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I had one of them yesterday.

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It was a really great conversation.

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It's cool.

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I did.

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And you saw the one I did last

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night, right?

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Yeah, I did concierge pain relief.

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So the people who know, know.

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The people who know,

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understand what you're doing,

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why you're doing it.

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They had great responses to it.

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My question to you,

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and I think for the audience watching,

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listening,

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how do we apply that to a private

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practice?

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How do we apply that to a regular

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therapist,

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practice owner who wants to do this right

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now?

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Do it yourself.

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Go to your own website, right?

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And then train the GPT or just start

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the discussion.

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Hey, listen,

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it's really hard to look at ourselves.

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It's really hard to take stock of what

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we do, right?

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It's hard to tell our own story hardest

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because you have this thing I said before

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called the curse of knowledge.

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You know too much.

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So do that.

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Do exactly what I just said.

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Screenshot your own website.

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Put it in ChatGPT.

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Go to your own socials.

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Maybe you can take the screenshot or a

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couple of videos that you've done.

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Just break them down.

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And then explain who your ICP is.

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Who is the person you're trying to talk

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to?

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Who is your ideal customer profile?

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Who is it?

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And then is it obvious to them based

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on what I've given you of what they

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get out of it,

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why they should pick you,

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all those things?

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And then run a self-analysis.

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And then...

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Take that information and honestly try to

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synthesize it.

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It's simple, not easy.

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So Dave's here.

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I want to hear Dave's.

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Did you see my LinkedIn post about you

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last night?

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You're not on LinkedIn at like eleven

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o'clock at night like I am.

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I'm actually striving to go to bed closer

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to ten, ten thirty these days.

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I think I shared it way before that.

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But the series of videos I'm doing,

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if I worked for XYZ,

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here's the first three things I do.

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I did you last night because I was

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like, oh, I'll do it,

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and then Dave will see it,

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and we'll have something to talk about.

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But maybe this is better.

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Maybe we're getting a cold snapshot.

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Walk me through it.

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I haven't seen it.

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Give me a second here while I bring

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it up because I share a lot.

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I've turned LinkedIn in the last month

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into my personal Twitter because Twitter,

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I've –

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I got to be honest,

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I used to be a huge fan of

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it.

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And now I think it's a garbage dump.

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I hope it comes back.

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But I've sort of started to treat LinkedIn

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that way.

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It doesn't really operate that way.

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People aren't as fast and don't have as

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many conversations.

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But here's here it is.

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So, and I purpose,

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I'm just going to like reveal the thing.

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I purposely did things I already know that

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you're working on,

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but I needed to talk about it.

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It's all right.

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If concierge pain relief, uh,

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is this on the screen?

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Can you guys say this?

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Oh no, no, that's not stupid.

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All right, there we go.

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If concierge pain relief hired Jimmy

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McKay, me tomorrow,

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here are the first three things I do.

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Yes, I'm saying this publicly.

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Free ideas.

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You're welcome, Dave Kittle.

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It's doing a lot right.

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New York City House Calls,

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still the most slept on differentiator in

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the entire industry.

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I still believe that.

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Still a clear three-step process patients

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actually understand.

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So do this, do that, get that.

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And we'll talk about that at the end

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and how you have that and how you

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did that.

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That was a while ago that we talked

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about that.

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Been doing it, baby.

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Here's the truth most PT clinics don't

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want to hear.

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Everybody says they're one-on-one,

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but Dave actually is in New York City.

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And CPR is sitting on something most

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clinics would kill for.

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A real New York City concierge PT brand,

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elite patient results,

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and a YouTube channel that's already

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better than ninety five percent of health

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content online, but still undiscovered.

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So I said,

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let's fix that in three step.

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I, we've talked about this before.

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I would hire a videographer, a D rock.

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If your friend,

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if you're a fan of Gary V,

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I would just have someone be like,

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get the right person,

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invest in it and say,

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this person is just going to follow Dave

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around or one of his clinicians around all

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day.

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And he's going to follow clinician two on

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Tuesday, clinician three on Wednesday.

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And then they're going to turn it into

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the showing of new real New York

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apartments, real patients,

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real problems and solutions that were

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delivered behind the scenes.

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I said in this post,

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this is tick tock crack.

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Kids, don't smoke crack.

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Kids, this is TikTok crack.

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Turn the invisible into the unforgettable.

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I like turn the invisible into the

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visible.

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Number two,

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turn patient transformation into stories,

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not statements.

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Even if you just went back through your

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reviews...

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You could do those.

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You don't need the person sitting in front

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of you.

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You could have the clinician read the

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review about them and talk about them.

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I like that.

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I like that.

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And de-identify them.

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Do you remember who this person was saying

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these glowing things about you?

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Oh, my gosh.

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Yes,

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that was that person on the Upper East

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Side, and she had the thing.

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Oh, my God.

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Why do you think this resonated?

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She couldn't do the thing,

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and now she can go get bagels again,

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and she couldn't get her newspaper.

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I don't know.

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Uh, stop patient,

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stop posting patient had knee pain.

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Now better start posting a Broadway

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dancer.

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Couldn't make opening night.

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And now we got them to curtain up.

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A founder couldn't sit for board meetings.

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Here's how we fixed that in forty eight

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hours on call.

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People don't remember improvements.

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They remember story arcs.

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New York City is an island full of

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arcs.

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And then the last one,

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I think when you talk about I purposefully

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left this sort of Easter egg in there.

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So Dave would have something to pick at.

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Your YouTube channel is good.

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You have someone else doing it.

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Keep doing that.

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But... Hang on, hang on, hang on.

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Dave,

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do you have a YouTube channel for your

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business?

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No, no.

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I just wanted to clarify that.

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So thank you, Tony, for...

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That was the thing I left in there

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that was like, well, actually...

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So your YouTube channel is

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clinician-facing.

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And I still think that concierge pain

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relief...

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Because I looked and I didn't see one,

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but that doesn't mean there isn't one.

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There isn't one though, right?

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Yeah.

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No, I have spoken with Nate about it.

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I actually talked to Nate about this

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before I ever started the Dave Kittle

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show.

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So yes, it's in the works.

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It's just a lot on my plate.

00:08:21.487 --> 00:08:23.228
So I need to delegate stuff.

00:08:23.269 --> 00:08:25.168
But yeah, it's somewhere in the pipeline.

00:08:25.589 --> 00:08:27.170
You would tell me which one leads to

00:08:27.209 --> 00:08:27.949
revenue faster,

00:08:28.009 --> 00:08:29.730
Dave Kittle talking to clinicians or Dave

00:08:29.750 --> 00:08:30.651
Kittle talking to patients?

00:08:31.026 --> 00:08:32.567
Well, just to clarify, you guys know this,

00:08:32.607 --> 00:08:35.049
but for the audience, the owner,

00:08:35.110 --> 00:08:36.392
the physical therapy practice owner or

00:08:36.432 --> 00:08:39.734
clinician facing YouTube is meant for

00:08:40.014 --> 00:08:41.556
off-market deal flow for owners to reach

00:08:41.615 --> 00:08:43.216
out to me to potentially sell their

00:08:43.236 --> 00:08:43.537
practice.

00:08:43.557 --> 00:08:44.677
So that's a long-term play.

00:08:45.839 --> 00:08:47.159
It's not short-term income.

00:08:47.179 --> 00:08:47.681
Yeah, it's not.

00:08:48.000 --> 00:08:51.403
Yes, a YouTube, a consumer-facing patient,

00:08:51.442 --> 00:08:53.683
prospective patient-facing YouTube would

00:08:53.744 --> 00:08:57.306
be money in the bank sooner and will

00:08:57.326 --> 00:08:58.706
help with lead gen and marketing and

00:08:59.086 --> 00:09:01.567
nurturing leads or people over time or all

00:09:01.607 --> 00:09:03.649
that to get more leads.

00:09:04.049 --> 00:09:09.493
So that would be sooner or near-term new

00:09:09.533 --> 00:09:10.013
patients,

00:09:10.052 --> 00:09:11.413
which would be money in the bank.

00:09:11.433 --> 00:09:11.774
Yeah.

00:09:12.458 --> 00:09:14.139
Dave's current YouTube channel is going to

00:09:14.200 --> 00:09:15.240
pay college tuition.

00:09:15.379 --> 00:09:16.980
And if there's even a college when his

00:09:17.041 --> 00:09:18.961
kid is, you know, in, in, in nineteen,

00:09:19.041 --> 00:09:20.282
in eighteen years, whatever it is,

00:09:20.581 --> 00:09:22.182
if we're on the move,

00:09:22.221 --> 00:09:23.743
Mars College is going to be expensive.

00:09:23.863 --> 00:09:25.844
University of Mars is going to be super

00:09:25.903 --> 00:09:26.344
expensive.

00:09:26.644 --> 00:09:28.024
I love the fact like Tony's actually just

00:09:28.083 --> 00:09:28.625
have, he's like,

00:09:28.644 --> 00:09:29.965
he just had to dip out of the

00:09:30.004 --> 00:09:31.024
live stream because he's like,

00:09:31.105 --> 00:09:31.865
I gotta give out, gotta go.

00:09:31.885 --> 00:09:32.985
It doesn't even say it.

00:09:33.025 --> 00:09:33.505
Real stuff.

00:09:33.546 --> 00:09:33.765
I love it.

00:09:33.785 --> 00:09:35.047
Good morning.

00:09:35.647 --> 00:09:37.206
So, so this strategy, by the way,

00:09:37.226 --> 00:09:38.648
before you jumped on, has worked.

00:09:38.668 --> 00:09:40.008
I have four phone calls with four

00:09:40.028 --> 00:09:41.629
organizations that I did profiles of.

00:09:42.221 --> 00:09:43.022
Not bad, right?

00:09:43.142 --> 00:09:44.842
Like if I'm poking the bear in a

00:09:44.903 --> 00:09:46.464
good way, I hope people see that, right?

00:09:46.504 --> 00:09:48.725
Like I'm poking the bear in a good

00:09:48.745 --> 00:09:49.826
way where I'm like, hey, listen,

00:09:49.846 --> 00:09:50.385
you're brilliant.

00:09:50.426 --> 00:09:50.926
You're great.

00:09:51.005 --> 00:09:53.868
Why don't we do more of this?

00:09:53.927 --> 00:09:54.868
So that's the idea.

00:09:54.888 --> 00:09:55.808
I love it.

00:09:55.828 --> 00:09:56.308
I love it.

00:09:56.989 --> 00:09:57.208
Okay.

00:09:57.369 --> 00:09:58.970
I promised I would talk about this topic

00:09:59.009 --> 00:09:59.269
too.

00:09:59.769 --> 00:10:00.311
Or do you have it?

00:10:00.350 --> 00:10:01.150
What do you want to talk about?

00:10:01.171 --> 00:10:02.731
Because I have other topics that I've teed

00:10:02.792 --> 00:10:02.892
up.

00:10:03.787 --> 00:10:04.427
Well,

00:10:04.528 --> 00:10:05.889
I still haven't even opened LinkedIn as

00:10:05.908 --> 00:10:06.589
we've been talking.

00:10:07.389 --> 00:10:08.830
Any comments, anything underneath that?

00:10:08.850 --> 00:10:09.571
Oh, that's a good question.

00:10:09.591 --> 00:10:11.511
Did anybody comment on that?

00:10:11.831 --> 00:10:12.753
I don't like how LinkedIn,

00:10:12.773 --> 00:10:14.234
I've got to like go scrolling and

00:10:14.254 --> 00:10:14.553
scrolling.

00:10:14.833 --> 00:10:15.554
Yes, one guy.

00:10:15.654 --> 00:10:16.195
Oh, yeah, a bunch.

00:10:16.215 --> 00:10:18.937
You got ten comments.

00:10:19.177 --> 00:10:20.658
First of all, I read this guy's name.

00:10:20.918 --> 00:10:22.739
This is a real PT's name.

00:10:22.938 --> 00:10:23.779
His name is,

00:10:23.799 --> 00:10:24.759
I'm going to put it back on the

00:10:24.779 --> 00:10:25.059
screen.

00:10:26.260 --> 00:10:27.081
This sounds made up.

00:10:27.121 --> 00:10:28.643
He sounds like the most interesting man.

00:10:29.503 --> 00:10:30.683
I think I know what name you're talking

00:10:30.764 --> 00:10:30.923
about.

00:10:31.104 --> 00:10:32.345
He sounds like the Dos Equis guy.

00:10:33.529 --> 00:10:36.370
Dr. Freeborn Mondello.

00:10:36.390 --> 00:10:37.711
Yes.

00:10:38.270 --> 00:10:39.392
I am not making fun.

00:10:40.211 --> 00:10:42.192
That is the coolest name I've ever heard.

00:10:42.253 --> 00:10:43.212
Is that real?

00:10:44.253 --> 00:10:44.413
Like,

00:10:44.432 --> 00:10:45.754
that sounds like you're the Joe Sickies

00:10:45.774 --> 00:10:45.933
guy.

00:10:45.974 --> 00:10:47.313
That's what the Joe Sickies guy's real

00:10:47.354 --> 00:10:47.793
name is.

00:10:49.174 --> 00:10:50.154
I think it's real.

00:10:50.475 --> 00:10:52.336
Freeborn Mondello.

00:10:52.816 --> 00:10:54.777
That's the coolest name I've ever heard.

00:10:55.177 --> 00:10:55.397
Right?

00:10:55.616 --> 00:10:56.697
So he goes, hey, love the advice.

00:10:56.736 --> 00:10:58.618
He says he's constantly struggling to tell

00:10:58.957 --> 00:10:59.918
his brand story.

00:10:59.957 --> 00:11:00.898
And I went to his website,

00:11:00.937 --> 00:11:02.239
which actually looks very, very good.

00:11:03.259 --> 00:11:03.440
He says,

00:11:03.460 --> 00:11:05.101
I'm constantly struggling to tell the

00:11:05.121 --> 00:11:06.943
story in a way that resonates and hits

00:11:06.984 --> 00:11:07.264
home.

00:11:07.904 --> 00:11:09.265
Sure does not come naturally to me,

00:11:09.365 --> 00:11:10.607
or it seems like most of us in

00:11:10.628 --> 00:11:11.749
the PT world,

00:11:12.048 --> 00:11:13.831
far easier to scale up clinical skills.

00:11:15.192 --> 00:11:17.434
But those sure don't fill the schedule.

00:11:17.534 --> 00:11:18.456
And here's my response,

00:11:18.475 --> 00:11:19.155
and I'll say it again.

00:11:20.878 --> 00:11:22.860
Dr. Freeborn Mondello, two things.

00:11:23.966 --> 00:11:25.907
One, telling your story is simple,

00:11:26.486 --> 00:11:27.767
but it doesn't mean it's easy.

00:11:28.768 --> 00:11:30.548
If you don't have the T's and P's,

00:11:30.888 --> 00:11:31.649
it can get harder.

00:11:31.749 --> 00:11:32.708
I call the T's and P's,

00:11:32.948 --> 00:11:33.889
you need the tools, the training,

00:11:33.908 --> 00:11:36.149
the time, the people, and the process.

00:11:36.570 --> 00:11:38.191
If you don't have all those five things,

00:11:38.551 --> 00:11:40.850
everything is like Sisyphus pushing a rock

00:11:40.932 --> 00:11:41.351
up the hill.

00:11:41.831 --> 00:11:42.091
It's hard.

00:11:42.711 --> 00:11:44.274
And it says it's far easier to tell

00:11:44.313 --> 00:11:46.517
someone else's story than your own because

00:11:46.537 --> 00:11:47.979
you have the curse of knowledge.

00:11:47.999 --> 00:11:48.619
You know too much.

00:11:48.639 --> 00:11:49.740
You're trying to tell forty different

00:11:49.801 --> 00:11:50.160
aspects.

00:11:50.501 --> 00:11:51.022
You can't.

00:11:51.081 --> 00:11:51.842
And the number four, I said,

00:11:51.863 --> 00:11:53.445
I'm bad at math because in the beginning

00:11:53.504 --> 00:11:54.265
I said two things.

00:11:54.426 --> 00:11:55.106
But then I told fourth,

00:11:55.246 --> 00:11:56.688
I said three things.

00:11:56.769 --> 00:11:59.471
So, Dr. Freeborn Mondello, you're not off.

00:11:59.552 --> 00:12:01.274
And this is not a random problem.

00:12:01.474 --> 00:12:02.355
You are.

00:12:03.677 --> 00:12:05.778
that you're common what else will boyd

00:12:05.798 --> 00:12:07.399
said this would make great this is why

00:12:07.441 --> 00:12:08.682
i did it see i said this he

00:12:08.701 --> 00:12:10.102
said this would make great breakfast club

00:12:10.202 --> 00:12:11.945
episode i said i mean because i timed

00:12:11.965 --> 00:12:14.346
it when did i release this uh last

00:12:14.386 --> 00:12:15.807
night at i don't know fourteen hours ago

00:12:15.827 --> 00:12:17.909
i don't can't do math um and then

00:12:17.990 --> 00:12:19.711
somebody i remember ben galen commented

00:12:19.772 --> 00:12:20.613
let me see if i can find ben

00:12:20.673 --> 00:12:21.533
galen's comment

00:12:22.030 --> 00:12:24.851
He said something along the line of,

00:12:25.272 --> 00:12:27.113
I would love to see the step counts

00:12:27.933 --> 00:12:30.215
for his clinicians in New York City.

00:12:30.774 --> 00:12:31.715
And that made me think.

00:12:32.355 --> 00:12:34.256
A lot of offices do fantasy football

00:12:34.277 --> 00:12:35.697
leagues to build community.

00:12:36.136 --> 00:12:37.077
Dude, yours are never...

00:12:38.357 --> 00:12:39.038
You can't hear me?

00:12:39.139 --> 00:12:40.058
It's got to be you.

00:12:40.198 --> 00:12:40.619
I can hear me.

00:12:41.639 --> 00:12:41.960
Reload.

00:12:42.899 --> 00:12:47.081
Dave's clinicians are most likely never

00:12:47.121 --> 00:12:48.342
together in the same office.

00:12:49.668 --> 00:12:50.389
They're out on their own.

00:12:50.408 --> 00:12:52.029
They're in the wild of New York City.

00:12:52.090 --> 00:12:53.070
What are they going to do?

00:12:53.889 --> 00:12:55.350
They communicate via text.

00:12:55.370 --> 00:12:56.770
I'm pretty sure he has them come in

00:12:56.890 --> 00:12:57.770
every once in a while.

00:12:58.591 --> 00:13:00.792
But my point is Ben Galen had a

00:13:00.831 --> 00:13:01.272
comment.

00:13:01.312 --> 00:13:02.273
I'll find it eventually.

00:13:02.293 --> 00:13:02.793
And he said, wow,

00:13:02.832 --> 00:13:04.493
I'd love to see the step count on

00:13:04.533 --> 00:13:05.293
those PTs, you know,

00:13:05.754 --> 00:13:07.573
up and down subway stairs and, you know,

00:13:07.634 --> 00:13:08.835
left and right and up and down long

00:13:08.894 --> 00:13:09.235
avenues.

00:13:09.274 --> 00:13:10.434
Like, yes, absolutely.

00:13:11.953 --> 00:13:13.778
I think that would be a cooler team

00:13:13.798 --> 00:13:16.323
building thing than fantasy football.

00:13:16.845 --> 00:13:18.509
The cooler team building thing would be a

00:13:18.609 --> 00:13:19.291
step count.

00:13:19.431 --> 00:13:20.173
Can you hear me now, Dave?

00:13:20.875 --> 00:13:21.155
I'm back.

00:13:21.235 --> 00:13:21.596
I can hear you.

00:13:21.616 --> 00:13:22.076
Thanks.

00:13:22.096 --> 00:13:22.537
So I was saying,

00:13:22.557 --> 00:13:23.498
instead of fantasy football,

00:13:23.538 --> 00:13:24.178
you're clinicians,

00:13:24.278 --> 00:13:25.659
and you guys should do step count

00:13:25.679 --> 00:13:27.620
Olympics, like who wins the day, the week,

00:13:27.640 --> 00:13:28.601
the quarter, the year,

00:13:29.081 --> 00:13:30.143
because you guys are all over.

00:13:30.182 --> 00:13:30.842
You're walking.

00:13:31.224 --> 00:13:33.544
I'm walking here in New York City, right,

00:13:33.585 --> 00:13:35.206
as Dustin Hoffman would say in that movie

00:13:35.307 --> 00:13:36.408
with Robert Redford that I can't remember

00:13:36.427 --> 00:13:36.668
the name.

00:13:37.969 --> 00:13:39.289
So that would be something,

00:13:39.309 --> 00:13:40.850
because that's my point.

00:13:40.910 --> 00:13:41.812
Ben Galen's thing,

00:13:41.912 --> 00:13:43.113
I want to see what their step count

00:13:43.273 --> 00:13:46.195
is, proves my point about the stories.

00:13:46.514 --> 00:13:48.155
He's not from New York City.

00:13:48.677 --> 00:13:49.797
So to him, you live in like...

00:13:51.058 --> 00:13:53.620
movie set and you're doing the thing that

00:13:53.679 --> 00:13:55.340
he does but in a different way people

00:13:55.380 --> 00:13:58.181
want to see that not just pts patients

00:13:58.260 --> 00:14:00.162
need to see that pts want to see

00:14:00.182 --> 00:14:03.623
that you need you need like well ryan

00:14:03.663 --> 00:14:05.063
sir hand does a good job of that

00:14:05.104 --> 00:14:09.585
right he does he's got he's he's crushing

00:14:09.605 --> 00:14:11.086
it well yes when he makes a sale

00:14:11.125 --> 00:14:12.645
he gets a gajillion dollars and he can

00:14:12.686 --> 00:14:14.287
just be like give a gajillion dollars to

00:14:14.307 --> 00:14:16.167
three vote videographers and that's my

00:14:16.207 --> 00:14:17.347
neck but that's point like

00:14:19.023 --> 00:14:20.102
I made a post the other day on

00:14:20.123 --> 00:14:21.163
LinkedIn that said, like,

00:14:21.504 --> 00:14:22.264
twenty twenty six.

00:14:22.323 --> 00:14:23.945
I don't think I need to convince anybody

00:14:23.985 --> 00:14:25.245
that content's important anymore.

00:14:25.985 --> 00:14:27.485
I think I needed to convince people five

00:14:27.505 --> 00:14:27.946
years ago.

00:14:28.405 --> 00:14:29.005
We're past that.

00:14:29.466 --> 00:14:30.606
Now people are at the bottom of the

00:14:30.626 --> 00:14:32.606
hill going fudge.

00:14:33.268 --> 00:14:33.967
What do I do?

00:14:34.008 --> 00:14:34.908
I do a phone.

00:14:34.988 --> 00:14:35.868
I hire someone.

00:14:36.229 --> 00:14:36.908
What does that cost?

00:14:36.928 --> 00:14:37.948
One hundred thousand dollars.

00:14:38.448 --> 00:14:39.229
Fifty dollars.

00:14:39.669 --> 00:14:40.029
What?

00:14:40.149 --> 00:14:40.570
I don't know.

00:14:41.309 --> 00:14:42.450
It's overwhelming.

00:14:42.470 --> 00:14:43.591
What was that comment there where you had

00:14:43.711 --> 00:14:45.030
my logo on the post?

00:14:45.691 --> 00:14:46.731
That's the that's the post.

00:14:47.841 --> 00:14:48.722
Okay, I thought it was a comment.

00:14:49.143 --> 00:14:49.562
No, no, no.

00:14:49.663 --> 00:14:51.303
So I so what I've also been doing

00:14:51.443 --> 00:14:54.345
is I'm getting more visibility when I put

00:14:54.404 --> 00:14:55.085
the logo.

00:14:55.205 --> 00:14:56.485
So I was just doing a regular post

00:14:56.505 --> 00:14:57.225
with just text.

00:14:57.927 --> 00:14:59.366
And then I decided to copy and paste

00:14:59.486 --> 00:15:00.488
the logo for recognition,

00:15:00.668 --> 00:15:01.687
because you see how LinkedIn works.

00:15:01.748 --> 00:15:03.048
It only shows the first two lines of

00:15:03.089 --> 00:15:03.408
text,

00:15:04.188 --> 00:15:05.610
which means I need to make the LinkedIn

00:15:05.649 --> 00:15:07.410
post first two lines really spicy.

00:15:08.654 --> 00:15:10.436
And then I put the logo there because

00:15:10.515 --> 00:15:11.277
we like visuals.

00:15:11.797 --> 00:15:12.638
So that's what I was doing.

00:15:13.038 --> 00:15:13.599
I don't know what happened,

00:15:13.619 --> 00:15:14.379
but your camera went off,

00:15:14.399 --> 00:15:15.559
but it's OK because it's a podcast.

00:15:15.960 --> 00:15:17.140
So anyway, that's what I did there.

00:15:19.602 --> 00:15:22.884
But I also did I also put that

00:15:22.924 --> 00:15:25.868
thing in about your YouTube channel

00:15:25.888 --> 00:15:26.488
because I knew that.

00:15:26.508 --> 00:15:27.568
But I wanted I wanted you to be

00:15:27.589 --> 00:15:28.929
able to be like, well, I'm on it.

00:15:29.029 --> 00:15:29.929
Don't worry about it, bro.

00:15:30.010 --> 00:15:30.291
I don't know.

00:15:31.547 --> 00:15:32.268
Dave can't hear anything.

00:15:32.307 --> 00:15:32.648
That's okay.

00:15:32.687 --> 00:15:33.328
It's a podcast.

00:15:33.869 --> 00:15:34.129
All right.

00:15:34.169 --> 00:15:35.630
We'll stay with the theme of LinkedIn

00:15:35.671 --> 00:15:35.910
then.

00:15:36.350 --> 00:15:37.652
And I made another post.

00:15:37.711 --> 00:15:39.673
I know this shocks people who are fans

00:15:39.693 --> 00:15:40.193
of the show.

00:15:40.575 --> 00:15:41.115
I've, again,

00:15:41.174 --> 00:15:42.996
tried to turn my LinkedIn channel,

00:15:43.017 --> 00:15:46.139
my LinkedIn page into what Twitter used to

00:15:46.158 --> 00:15:46.320
be.

00:15:46.440 --> 00:15:47.460
So I'll bring this one up.

00:15:47.980 --> 00:15:49.761
And I feel like I need to preface

00:15:49.782 --> 00:15:52.024
this by saying some things.

00:15:52.043 --> 00:15:52.804
I don't know what's going on.

00:15:52.845 --> 00:15:53.504
We're having some issues.

00:15:53.524 --> 00:15:53.706
All right.

00:15:53.725 --> 00:15:53.985
There we go.

00:15:54.474 --> 00:15:55.595
So here's what I did last night as

00:15:55.634 --> 00:15:55.875
well.

00:15:55.936 --> 00:15:56.897
I'll stay in on LinkedIn,

00:15:56.956 --> 00:15:57.798
and if you have a topic,

00:15:57.817 --> 00:15:58.398
we can jump in.

00:15:58.437 --> 00:15:59.740
I'm waiting for Tony to come back because

00:15:59.759 --> 00:16:00.581
I have a topic with him,

00:16:00.600 --> 00:16:03.744
but he's treating a patient right now.

00:16:03.764 --> 00:16:04.605
From first glance,

00:16:04.625 --> 00:16:08.208
it looks like I'm taking shots at the

00:16:08.269 --> 00:16:10.692
APTA, and I kind of am,

00:16:11.993 --> 00:16:15.096
but I'm doing it like a cousin with

00:16:15.176 --> 00:16:15.417
love.

00:16:16.658 --> 00:16:17.278
And here's what I keep,

00:16:17.298 --> 00:16:19.361
because I talk to so many people who

00:16:19.701 --> 00:16:22.826
volunteer at APTA in leadership positions

00:16:22.905 --> 00:16:23.447
so often.

00:16:24.128 --> 00:16:26.792
And I think sometimes Jimmy comes across

00:16:26.851 --> 00:16:28.133
like the insane person.

00:16:28.614 --> 00:16:30.255
And I know Dave can attest because Dave's

00:16:30.275 --> 00:16:31.357
been on the other side of Jimmy.

00:16:31.738 --> 00:16:32.899
Sometimes Dave looks at Jimmy and the

00:16:32.919 --> 00:16:34.261
world looks at Jimmy like this.

00:16:39.504 --> 00:16:41.225
That's just entrepreneurship, by the way.

00:16:41.304 --> 00:16:41.845
It is, right?

00:16:41.865 --> 00:16:43.145
That's a lot of days.

00:16:43.365 --> 00:16:44.927
The problem is I feel like I'm like,

00:16:44.966 --> 00:16:45.626
I have the answer.

00:16:45.826 --> 00:16:47.008
How can you not see this?

00:16:47.028 --> 00:16:48.107
It's very obvious.

00:16:48.668 --> 00:16:49.808
So here's what I'm talking about with

00:16:49.849 --> 00:16:50.408
APTA.

00:16:50.529 --> 00:16:52.610
And again, I'm precocious by saying,

00:16:52.671 --> 00:16:53.730
and if you're a friend of mine and

00:16:53.750 --> 00:16:54.672
you work with APTA,

00:16:54.912 --> 00:16:56.873
you know I'm rooting for APTA.

00:16:57.495 --> 00:16:58.836
but I will not follow you blindly.

00:16:59.336 --> 00:17:00.056
I'm not going to do it.

00:17:00.115 --> 00:17:01.297
I'm not just going to clap if I

00:17:01.336 --> 00:17:03.177
see you going off the rails.

00:17:03.837 --> 00:17:05.138
So this whole post,

00:17:05.818 --> 00:17:07.098
and I had created a video,

00:17:07.118 --> 00:17:08.519
which is starting to get some steam on

00:17:09.140 --> 00:17:11.701
Love's YouTube and Instagram.

00:17:13.241 --> 00:17:16.943
APTA talks about facts.

00:17:16.963 --> 00:17:18.744
They talk about features.

00:17:19.105 --> 00:17:20.425
It's an easy way to remember the

00:17:21.046 --> 00:17:21.746
difference, right?

00:17:21.806 --> 00:17:23.547
Facts and features both start with F,

00:17:24.047 --> 00:17:24.267
right?

00:17:24.326 --> 00:17:25.228
Features, facts.

00:17:26.088 --> 00:17:28.230
People buy things based on benefits.

00:17:28.891 --> 00:17:30.092
Those are emotion-based.

00:17:30.792 --> 00:17:31.913
So there was a post.

00:17:32.614 --> 00:17:34.935
Are you in the Uncaged Clinician Facebook

00:17:34.955 --> 00:17:35.135
group?

00:17:35.155 --> 00:17:37.597
I am, yes.

00:17:37.617 --> 00:17:38.378
Those guys are awesome.

00:17:39.214 --> 00:17:39.835
Go look for them.

00:17:39.934 --> 00:17:41.214
They have like sixteen thousand

00:17:41.776 --> 00:17:42.236
therapists.

00:17:43.036 --> 00:17:43.996
They do respect.

00:17:44.715 --> 00:17:46.737
I've known one of the co-creators,

00:17:46.757 --> 00:17:49.537
David Bailiff, for close to ten years.

00:17:49.958 --> 00:17:50.597
He's incredible.

00:17:51.097 --> 00:17:53.137
I suggest to them to turn off the

00:17:53.157 --> 00:17:53.758
anonymous post.

00:17:53.798 --> 00:17:55.419
But again, that's just my bias.

00:17:56.078 --> 00:17:58.880
Dave has I was who cares about let's

00:17:58.900 --> 00:17:59.799
do anonymous posting.

00:17:59.920 --> 00:18:03.941
And now I am super anti unless very

00:18:04.000 --> 00:18:05.300
like in less than one percent of the

00:18:05.320 --> 00:18:05.721
situations.

00:18:05.800 --> 00:18:06.260
That's a side.

00:18:07.162 --> 00:18:08.102
Stop getting me off track, David.

00:18:09.340 --> 00:18:09.981
Um,

00:18:10.021 --> 00:18:11.723
so my post was physical therapists are

00:18:11.763 --> 00:18:12.104
smart.

00:18:12.203 --> 00:18:14.426
Stop pretending they're stupid.

00:18:14.606 --> 00:18:17.671
When this post that was made by a

00:18:17.750 --> 00:18:19.452
friend of the show who did it with

00:18:19.512 --> 00:18:21.214
good intentions, I won't call him out,

00:18:21.255 --> 00:18:22.776
but if you go to the Facebook group,

00:18:22.796 --> 00:18:23.557
you can see what it was.

00:18:24.198 --> 00:18:26.119
He was essentially trying to get people to

00:18:26.200 --> 00:18:27.501
rally and come to APTA.

00:18:28.180 --> 00:18:30.260
And he did it the wrong way.

00:18:31.001 --> 00:18:32.182
Because what he's saying was,

00:18:32.502 --> 00:18:33.163
and he's right.

00:18:33.242 --> 00:18:34.463
Here's the funny part.

00:18:35.044 --> 00:18:36.484
Everybody's right in this situation,

00:18:37.246 --> 00:18:39.406
except you're doing it the wrong way.

00:18:39.646 --> 00:18:40.207
My point is,

00:18:40.567 --> 00:18:42.048
he jumped into the comments or made a

00:18:42.067 --> 00:18:42.628
post and said,

00:18:42.709 --> 00:18:44.390
APTA is doing all these amazing things.

00:18:44.710 --> 00:18:45.971
We do advocacy.

00:18:46.371 --> 00:18:47.991
There's all these behind-the-scenes things

00:18:48.011 --> 00:18:48.952
that you don't see.

00:18:49.492 --> 00:18:50.272
We'll get to that.

00:18:50.292 --> 00:18:52.615
I know what you're going to say about

00:18:52.634 --> 00:18:53.255
that.

00:18:53.275 --> 00:18:54.476
You do all these things.

00:18:55.016 --> 00:18:55.336
Show it.

00:18:55.355 --> 00:18:56.416
Don't freaking tell me you're doing

00:18:56.436 --> 00:18:57.518
amazing things by doing it.

00:18:58.298 --> 00:18:59.377
Don't get me side questing.

00:19:01.098 --> 00:19:02.499
The person who made this post was

00:19:02.798 --> 00:19:05.599
factually one hundred percent correct.

00:19:05.680 --> 00:19:07.161
This person went and had the receipts.

00:19:07.221 --> 00:19:08.101
Anytime he said something,

00:19:08.320 --> 00:19:09.240
he posted a link to it.

00:19:09.621 --> 00:19:09.961
Awesome.

00:19:10.820 --> 00:19:12.862
Except here was the problem in the comment

00:19:12.902 --> 00:19:13.261
section.

00:19:13.662 --> 00:19:15.282
People were talking about their emotions

00:19:15.303 --> 00:19:18.364
and what they're feeling every day as

00:19:18.403 --> 00:19:20.203
clinicians or owners.

00:19:20.884 --> 00:19:23.884
And they are also right.

00:19:24.345 --> 00:19:26.266
So you just have two people yelling past

00:19:26.306 --> 00:19:26.665
each other.

00:19:27.676 --> 00:19:30.178
This is like the cliche of every movie

00:19:30.198 --> 00:19:31.917
where the parents are getting divorced.

00:19:31.938 --> 00:19:33.317
They're just yelling past each other.

00:19:33.759 --> 00:19:35.338
You don't take out the garbage.

00:19:35.378 --> 00:19:36.818
You don't love me anymore.

00:19:37.179 --> 00:19:37.599
Fact.

00:19:37.759 --> 00:19:39.259
You don't take the garbage out.

00:19:39.759 --> 00:19:40.220
Fact.

00:19:40.319 --> 00:19:41.701
You don't love me anymore.

00:19:42.280 --> 00:19:43.201
And then all you do,

00:19:44.020 --> 00:19:45.561
it's just Rottweilers barking at

00:19:45.622 --> 00:19:46.281
Rottweilers.

00:19:46.842 --> 00:19:47.402
That's all it is.

00:19:47.442 --> 00:19:48.903
Just dogs barking at each other.

00:19:49.002 --> 00:19:49.682
And the funny part is,

00:19:49.702 --> 00:19:50.643
do you ever see those videos where the

00:19:50.663 --> 00:19:51.803
dogs are barking at each other through the

00:19:51.843 --> 00:19:52.182
fence?

00:19:52.202 --> 00:19:53.784
And then they wheel the fence back and

00:19:53.804 --> 00:19:54.584
the dogs are just like,

00:19:57.144 --> 00:19:58.144
Oh, hey, what's up?

00:19:58.184 --> 00:19:59.605
You're so wrong.

00:19:59.685 --> 00:20:00.807
That analogy, man,

00:20:00.906 --> 00:20:03.048
that could fit for a current segment

00:20:03.228 --> 00:20:04.989
across the country in many ways.

00:20:05.230 --> 00:20:05.569
Yes.

00:20:05.849 --> 00:20:06.390
We'll leave it at that.

00:20:06.851 --> 00:20:10.073
So here's what I went into detail with

00:20:10.093 --> 00:20:10.553
the post.

00:20:10.732 --> 00:20:10.833
Now,

00:20:10.893 --> 00:20:12.213
I did some math because I wanted to

00:20:12.273 --> 00:20:15.096
touch on the fact people.

00:20:15.115 --> 00:20:16.696
Mandatory cover charge for APTA,

00:20:16.836 --> 00:20:17.718
you pay two ninety five.

00:20:18.057 --> 00:20:19.018
Then you have to add in your state

00:20:19.038 --> 00:20:19.378
chapter.

00:20:19.459 --> 00:20:21.099
It varies by state between thirty one

00:20:21.119 --> 00:20:22.160
dollars and two hundred and ten.

00:20:22.180 --> 00:20:23.381
Now you're up to five hundred and five

00:20:23.401 --> 00:20:24.321
on the on the high side.

00:20:24.866 --> 00:20:26.127
add in a section or academy,

00:20:26.228 --> 00:20:26.989
those are optional,

00:20:27.328 --> 00:20:28.730
but if you want the details about how

00:20:28.750 --> 00:20:30.351
to be in private practice or orthopedics

00:20:30.371 --> 00:20:32.192
or pediatrics, you have to add that on.

00:20:33.032 --> 00:20:35.535
If you add national, a state chapter,

00:20:35.694 --> 00:20:37.576
and an academy, you're sitting at about,

00:20:38.237 --> 00:20:40.458
we're close to seven hundred dollars a

00:20:40.498 --> 00:20:42.098
year, and that's with one academy,

00:20:42.420 --> 00:20:44.480
an expensive one.

00:20:44.520 --> 00:20:46.301
So if you come and you're like,

00:20:46.442 --> 00:20:47.623
I just wanna be a member and get

00:20:47.643 --> 00:20:49.285
all the things and the information and the

00:20:49.305 --> 00:20:49.825
belonging,

00:20:50.265 --> 00:20:51.625
and also I want you doing the things

00:20:51.645 --> 00:20:52.946
in the background, like the advocacy,

00:20:53.007 --> 00:20:53.387
great.

00:20:54.211 --> 00:20:57.317
You paid seven hundred dollars and APT

00:20:57.356 --> 00:20:57.857
loves to tout.

00:20:57.877 --> 00:20:58.038
Well,

00:20:58.318 --> 00:21:00.803
you get CEUs and discounts at Avis car

00:21:00.843 --> 00:21:02.585
rental and discounts on New Balance

00:21:02.605 --> 00:21:03.165
sneakers.

00:21:04.028 --> 00:21:04.488
Cool.

00:21:05.489 --> 00:21:07.470
Those are also features, not benefits.

00:21:08.190 --> 00:21:09.570
We can get into the weeds on that.

00:21:10.151 --> 00:21:11.751
And then I just put it at juxtaposition,

00:21:11.991 --> 00:21:13.633
because MedBridge is over there at

00:21:13.692 --> 00:21:15.673
three-fifty a year with,

00:21:15.894 --> 00:21:17.013
and I gotta take a deep breath,

00:21:18.875 --> 00:21:20.336
twenty-five hundred CEU courses,

00:21:20.355 --> 00:21:21.175
fifty live webinars,

00:21:21.236 --> 00:21:22.356
sixty certificate programs,

00:21:22.376 --> 00:21:23.597
a hundred and fifty compliance modules,

00:21:23.657 --> 00:21:24.718
eight thousand exercise videos,

00:21:24.738 --> 00:21:26.098
a thousand patient education videos,

00:21:26.118 --> 00:21:27.259
a mobile app, a guided pathway,

00:21:27.298 --> 00:21:28.259
remote therapeutic monitoring,

00:21:28.500 --> 00:21:30.201
motion capture, patient portal, full LMS,

00:21:30.240 --> 00:21:31.161
analytics, integrations,

00:21:31.201 --> 00:21:32.862
three hundred and sixty thousand members,

00:21:32.902 --> 00:21:34.823
and sixty million dollars in revenue.

00:21:39.153 --> 00:21:40.694
MedBridge makes sixty million a year?

00:21:40.875 --> 00:21:43.077
That was my estimate based on how many

00:21:43.097 --> 00:21:44.699
members they said they had and the average

00:21:44.719 --> 00:21:45.000
cost.

00:21:46.040 --> 00:21:48.363
I used AI.

00:21:48.403 --> 00:21:48.963
Good for them.

00:21:50.025 --> 00:21:51.105
I've never been,

00:21:51.125 --> 00:21:52.866
because I'm not a huge CEO taker,

00:21:52.948 --> 00:21:54.409
I've never been impressed by any of these

00:21:54.429 --> 00:21:54.729
companies,

00:21:54.788 --> 00:21:55.931
but if they're doing sixty million,

00:21:56.770 --> 00:21:57.172
good for them.

00:22:00.288 --> 00:22:00.528
Right.

00:22:01.509 --> 00:22:02.371
Because what's your overhead?

00:22:02.691 --> 00:22:03.833
You're making miniature movies.

00:22:04.053 --> 00:22:04.593
You fly it.

00:22:04.874 --> 00:22:05.314
You fly it.

00:22:06.035 --> 00:22:06.756
IT and labor.

00:22:06.996 --> 00:22:07.635
Yeah, that's it.

00:22:08.317 --> 00:22:08.738
That's it.

00:22:08.798 --> 00:22:10.479
I'm saying that's it with air quotes.

00:22:10.599 --> 00:22:11.019
That's it.

00:22:11.701 --> 00:22:12.521
Just do it really well.

00:22:13.122 --> 00:22:13.923
Do it over and over.

00:22:14.242 --> 00:22:15.044
Do it for two decades.

00:22:15.203 --> 00:22:16.224
And then you get to make sixty million

00:22:16.244 --> 00:22:16.465
dollars.

00:22:16.986 --> 00:22:18.227
So anyway, we'll get back to my post.

00:22:18.346 --> 00:22:19.887
Dave is equally getting me off.

00:22:19.907 --> 00:22:21.148
It's not just me.

00:22:21.469 --> 00:22:21.969
So again,

00:22:22.009 --> 00:22:23.190
my question after I do that math,

00:22:23.250 --> 00:22:27.792
why would any smart PT join APT just

00:22:27.854 --> 00:22:28.594
for CEUs?

00:22:28.953 --> 00:22:29.694
You wouldn't.

00:22:30.434 --> 00:22:31.236
They don't.

00:22:31.736 --> 00:22:32.517
And the data proves it.

00:22:33.096 --> 00:22:34.438
So the problem and how I try to

00:22:34.478 --> 00:22:38.121
reframe it is treat membership and your

00:22:38.221 --> 00:22:40.201
fee like the cover charge.

00:22:40.737 --> 00:22:40.977
Dave,

00:22:41.017 --> 00:22:41.797
you ever been to a bar where you

00:22:41.817 --> 00:22:42.397
got to pay cover?

00:22:42.478 --> 00:22:43.377
Yeah, you're in New York City, right?

00:22:43.397 --> 00:22:43.958
You got to pay cover.

00:22:44.038 --> 00:22:45.679
It's been a minute, but yeah, of course.

00:22:45.838 --> 00:22:46.519
You're not a bar guy,

00:22:46.538 --> 00:22:47.279
but when you go,

00:22:48.759 --> 00:22:49.800
I would even venture out to say if

00:22:49.820 --> 00:22:50.641
you go to a bar in New York

00:22:50.681 --> 00:22:51.761
City and there is no cover,

00:22:51.781 --> 00:22:53.082
you're probably like, this bar sucks.

00:22:53.642 --> 00:22:54.583
This bar probably sucks.

00:22:54.942 --> 00:22:56.202
They're not charging ten dollars.

00:22:56.222 --> 00:22:57.743
This bar probably sucks, right?

00:22:58.003 --> 00:22:59.724
There's a bell curve, right?

00:23:00.125 --> 00:23:01.045
I like to go to the bars where

00:23:01.085 --> 00:23:01.945
my feet stick to the floor.

00:23:02.266 --> 00:23:03.105
If you give me a cover there,

00:23:03.125 --> 00:23:03.605
I'm not coming.

00:23:05.446 --> 00:23:07.347
Dime bars.

00:23:07.667 --> 00:23:09.809
right and the bar dive seventy five on

00:23:10.170 --> 00:23:11.290
seventy fifth in the upper west side

00:23:11.391 --> 00:23:12.791
that's a dive bar that's a great bar

00:23:12.811 --> 00:23:14.814
all right back to this so what i'm

00:23:14.854 --> 00:23:16.674
trying to do is reframe people don't go

00:23:16.714 --> 00:23:18.596
to bars for fourteen dollar vodka sodas

00:23:19.458 --> 00:23:21.098
you can drink cheaper on your couch and

00:23:21.118 --> 00:23:23.580
you can take your shoes off so why

00:23:23.601 --> 00:23:25.102
are we nickel and diming pts on the

00:23:25.142 --> 00:23:26.763
way in here's what i think you do

00:23:26.864 --> 00:23:28.244
and i'm gonna i'm gonna parallel this with

00:23:28.285 --> 00:23:30.727
a youtube channel it'll make it real easy

00:23:31.867 --> 00:23:33.148
dave how much does it cost to join

00:23:33.169 --> 00:23:34.890
your youtube channel right now if i want

00:23:34.910 --> 00:23:35.671
to subscribe

00:23:37.655 --> 00:23:38.416
It's free.

00:23:38.876 --> 00:23:39.198
Got it.

00:23:39.417 --> 00:23:40.198
Most of them are.

00:23:40.357 --> 00:23:40.979
Some you can pay,

00:23:41.019 --> 00:23:41.980
but most of them are free.

00:23:42.380 --> 00:23:43.681
Ninety nine point nine percent are free.

00:23:45.162 --> 00:23:45.522
Mr.

00:23:45.583 --> 00:23:48.605
Beast understands that his product is not

00:23:48.684 --> 00:23:49.184
videos.

00:23:50.145 --> 00:23:52.367
His product is his audience.

00:23:53.924 --> 00:23:56.646
how he gets and builds that audience are

00:23:56.707 --> 00:23:58.887
videos i'm gonna say this again because it

00:23:58.928 --> 00:24:02.690
might sound like jimmy is a bit insane

00:24:02.769 --> 00:24:05.570
wait a minute mr beast's products aren't

00:24:05.590 --> 00:24:07.653
videos mr beast is a video guy jimmy

00:24:07.893 --> 00:24:09.733
i've been to mr beast i've seen him

00:24:09.953 --> 00:24:12.515
he did the weird netflix thing where they

00:24:12.734 --> 00:24:13.955
you know made them play the weird games

00:24:14.496 --> 00:24:15.076
i'm gonna say it again

00:24:16.262 --> 00:24:17.042
The reason Mr.

00:24:17.083 --> 00:24:19.084
Beast can reach out to any brand on

00:24:19.124 --> 00:24:20.765
the planet right now and go, hey,

00:24:21.325 --> 00:24:22.865
I want to do a collab and you're

00:24:22.885 --> 00:24:24.007
going to pay me ten million dollars.

00:24:24.307 --> 00:24:27.387
And they will say yes immediately without

00:24:27.428 --> 00:24:28.148
listening to a pitch.

00:24:28.169 --> 00:24:30.789
They're going to go, yes.

00:24:30.809 --> 00:24:32.530
Is because he has that many people

00:24:32.951 --> 00:24:34.392
watching religiously.

00:24:35.311 --> 00:24:36.332
That is his product.

00:24:36.792 --> 00:24:38.232
He commands an audience.

00:24:38.753 --> 00:24:40.614
How he commands the audience is making

00:24:40.654 --> 00:24:41.474
great video content.

00:24:43.020 --> 00:24:43.320
Okay,

00:24:43.541 --> 00:24:45.124
now if we're locked in and you believe

00:24:45.183 --> 00:24:47.066
me, just have some suspended disbelief.

00:24:47.125 --> 00:24:47.787
Believe me there.

00:24:48.307 --> 00:24:49.348
Now go to APTA.

00:24:50.549 --> 00:24:52.913
Imagine you had a hundred thousand members

00:24:52.992 --> 00:24:56.017
paying, not being nickel and dimed.

00:24:57.458 --> 00:24:59.337
Let's say I want to give an objective

00:24:59.377 --> 00:24:59.679
measure.

00:25:00.338 --> 00:25:03.599
Just you pay one price like Disney World.

00:25:03.680 --> 00:25:04.700
Oh, that's probably a better analogy.

00:25:05.140 --> 00:25:05.299
Dave,

00:25:05.319 --> 00:25:06.279
when you if you bring your kid to

00:25:06.299 --> 00:25:08.020
Disney World and you pay whatever to get

00:25:08.080 --> 00:25:09.121
in and then you got to pay every

00:25:09.141 --> 00:25:11.340
time you get on the teacups and space

00:25:11.381 --> 00:25:11.540
mount,

00:25:11.561 --> 00:25:15.221
you're going to feel what nickel and dime.

00:25:15.241 --> 00:25:16.242
That's what APTA does.

00:25:17.143 --> 00:25:17.623
I'm sorry.

00:25:17.682 --> 00:25:19.482
You're the thing that you have is great.

00:25:19.763 --> 00:25:21.203
How you're how you're selling to me is

00:25:21.243 --> 00:25:21.443
bad.

00:25:22.164 --> 00:25:23.226
I a hundred percent agree.

00:25:23.685 --> 00:25:25.886
I, I respectfully,

00:25:26.027 --> 00:25:27.167
I know we're live right now, so I'll,

00:25:27.347 --> 00:25:28.248
I'll, I'll say it nicely,

00:25:28.288 --> 00:25:32.450
but I think you've tiptoed the line for

00:25:32.529 --> 00:25:33.691
so long of like,

00:25:33.810 --> 00:25:35.912
you wanna kind of please like the AP

00:25:35.951 --> 00:25:36.833
today and the organization,

00:25:36.913 --> 00:25:37.752
cuz you work with them.

00:25:38.012 --> 00:25:38.252
Yeah.

00:25:38.272 --> 00:25:39.074
And also like,

00:25:39.594 --> 00:25:41.234
you're more okay with poking the bear of

00:25:41.315 --> 00:25:42.875
like staff therapists.

00:25:43.576 --> 00:25:45.176
sometimes depending on the topic or

00:25:45.196 --> 00:25:47.699
whatever uh but i love this i hundred

00:25:47.719 --> 00:25:50.661
percent agree and i think you should

00:25:51.082 --> 00:25:53.824
consider the pros and cons of continuing

00:25:54.523 --> 00:25:58.126
this approach i well i've said on linkedin

00:25:58.166 --> 00:25:59.248
i've put it in writing and i have

00:25:59.268 --> 00:26:01.068
a time stamp on it if this continues

00:26:01.169 --> 00:26:02.951
i don't know there are state chapters that

00:26:02.990 --> 00:26:05.451
won't be solvent in a few years there

00:26:05.491 --> 00:26:07.094
are academies that will not be able to

00:26:07.134 --> 00:26:09.015
continue to keep the lights on and keep

00:26:09.035 --> 00:26:10.115
in mind none of them have buildings

00:26:12.618 --> 00:26:13.839
They don't have to pay for building and

00:26:13.859 --> 00:26:15.102
they can't get the lights on because

00:26:15.122 --> 00:26:15.862
you're doing it wrong.

00:26:17.002 --> 00:26:17.203
Okay.

00:26:17.703 --> 00:26:18.244
So again,

00:26:19.165 --> 00:26:20.906
what I think you should do is make

00:26:21.087 --> 00:26:23.369
membership number one, reasonable.

00:26:23.589 --> 00:26:24.510
And when I get in,

00:26:24.651 --> 00:26:26.053
let me have access to everything.

00:26:27.114 --> 00:26:29.496
Imagine you pay for Netflix and then you

00:26:29.536 --> 00:26:30.758
have to pay a quarter every time you

00:26:30.817 --> 00:26:31.818
push play on something.

00:26:32.574 --> 00:26:33.074
Dude, you'd feel pissed.

00:26:33.934 --> 00:26:34.954
Actually, you do, though,

00:26:35.075 --> 00:26:36.455
because Netflix and Hulu and all these

00:26:36.496 --> 00:26:38.455
others, they have ads inside.

00:26:38.516 --> 00:26:40.737
So I believe those platforms are nickel

00:26:40.757 --> 00:26:41.237
and diming us.

00:26:42.857 --> 00:26:43.258
Wait, wait, wait.

00:26:43.278 --> 00:26:45.979
You can pay for ads free.

00:26:46.019 --> 00:26:46.980
You can pay for ads free.

00:26:47.059 --> 00:26:48.019
You got to pay a little bit more.

00:26:48.099 --> 00:26:48.279
Right.

00:26:48.759 --> 00:26:49.140
Do that.

00:26:50.040 --> 00:26:52.241
I've said this to leaders at academies.

00:26:52.821 --> 00:26:53.821
Keep your membership model.

00:26:53.902 --> 00:26:54.883
Let's beta test this.

00:26:55.222 --> 00:26:56.603
Let's do membership plus.

00:26:57.483 --> 00:26:58.124
What does that mean?

00:26:59.226 --> 00:26:59.445
Well,

00:26:59.665 --> 00:27:01.788
take up all the CEUs that you have

00:27:01.907 --> 00:27:02.587
in your academy.

00:27:02.928 --> 00:27:03.288
Right now,

00:27:03.328 --> 00:27:04.549
people have to pay individually.

00:27:04.990 --> 00:27:07.510
Offer me an option where I can pay

00:27:07.550 --> 00:27:11.273
the regular membership cost or door number

00:27:11.334 --> 00:27:12.994
two, I pay a little more,

00:27:13.375 --> 00:27:14.756
but I have unlimited access to all the

00:27:14.776 --> 00:27:15.636
CEUs you provide.

00:27:17.117 --> 00:27:17.218
Now,

00:27:17.238 --> 00:27:19.980
you can't charge me what the cost would

00:27:20.000 --> 00:27:21.220
be if I went around and bought that

00:27:21.259 --> 00:27:21.800
a la carte.

00:27:21.820 --> 00:27:22.820
That doesn't make any sense.

00:27:22.840 --> 00:27:23.922
You got to give me a discount on

00:27:23.942 --> 00:27:24.102
that.

00:27:25.262 --> 00:27:26.624
That's Netflix, right?

00:27:26.997 --> 00:27:27.237
right?

00:27:27.636 --> 00:27:28.837
And everybody looked at me like I was

00:27:28.877 --> 00:27:29.298
crazy.

00:27:29.377 --> 00:27:30.498
And their biggest argument was,

00:27:30.617 --> 00:27:31.638
we'd lose so much money.

00:27:31.679 --> 00:27:33.058
And I go, okay, let's math this.

00:27:33.499 --> 00:27:35.740
Even if five percent of your membership

00:27:35.779 --> 00:27:36.140
did that,

00:27:36.440 --> 00:27:37.441
what would that do to your revenue?

00:27:37.721 --> 00:27:41.721
And then the room gets quiet because they

00:27:41.761 --> 00:27:42.342
know I'm right,

00:27:42.682 --> 00:27:46.144
but they emotionally can't attach.

00:27:46.743 --> 00:27:47.703
Show me the last ten years,

00:27:48.203 --> 00:27:49.825
year over year sales of your CEUs.

00:27:50.785 --> 00:27:52.665
It's lukewarm at best.

00:27:53.685 --> 00:27:55.307
You cannot say it's valuable when no one

00:27:55.346 --> 00:27:55.747
buys it.

00:27:57.048 --> 00:27:58.308
especially when you're framing it bad,

00:27:58.388 --> 00:28:01.090
and especially when the math don't math.

00:28:02.352 --> 00:28:04.272
So I say people don't pay fourteen dollars

00:28:04.292 --> 00:28:05.053
for a vodka soda.

00:28:05.394 --> 00:28:06.594
You go for the vibe, the community,

00:28:06.614 --> 00:28:07.055
the belonging.

00:28:07.154 --> 00:28:08.736
And yes, maybe to meet someone cute.

00:28:08.935 --> 00:28:10.217
Winky, winky emoji.

00:28:10.596 --> 00:28:11.678
That's why you go to a bar.

00:28:12.758 --> 00:28:14.720
I think you come to APTA for belonging.

00:28:15.039 --> 00:28:16.361
I think belonging is the product,

00:28:16.520 --> 00:28:18.321
not CEUs, not newsletters, not journals.

00:28:18.741 --> 00:28:19.563
The real play.

00:28:19.923 --> 00:28:21.124
Stop trying to compete with the sixty

00:28:21.144 --> 00:28:22.085
million dollar juggernaut.

00:28:23.027 --> 00:28:24.606
Stop trying to survive on dues alone.

00:28:25.387 --> 00:28:27.748
Instead, what does Jimmy suggest?

00:28:28.028 --> 00:28:29.209
Bring in sponsors, man.

00:28:29.689 --> 00:28:30.769
Don't think this model works?

00:28:30.828 --> 00:28:32.509
Go to CSM, walk through the expo hall.

00:28:33.210 --> 00:28:36.130
Organizations are throwing money at you.

00:28:36.191 --> 00:28:37.931
They are burning piles of money to get

00:28:37.951 --> 00:28:38.810
attention to PTs.

00:28:39.711 --> 00:28:41.311
CSM is only like three or four days

00:28:41.352 --> 00:28:41.592
a year.

00:28:43.290 --> 00:28:44.672
Where does this model exist to let

00:28:44.731 --> 00:28:47.173
sponsors have access in exchange for them

00:28:47.272 --> 00:28:50.194
funding the awesome the other three

00:28:50.234 --> 00:28:51.836
hundred and sixty one days a year?

00:28:53.036 --> 00:28:53.817
It's not.

00:28:55.196 --> 00:28:55.457
I know.

00:28:55.718 --> 00:28:59.179
Look, Jimmy sounds crazy because Jimmy,

00:28:59.440 --> 00:29:01.421
you're just a weird radio DJ turned PT.

00:29:02.601 --> 00:29:04.201
If this if this model worked,

00:29:04.241 --> 00:29:05.222
somebody would have done it already.

00:29:06.163 --> 00:29:06.482
They do.

00:29:06.502 --> 00:29:07.784
It's called NPR.

00:29:07.804 --> 00:29:11.665
It's called ESPN is a is a model.

00:29:13.077 --> 00:29:14.097
Audience is the product.

00:29:15.439 --> 00:29:15.939
Understand that.

00:29:15.959 --> 00:29:16.898
The audience is the product.

00:29:16.939 --> 00:29:19.220
That's why ESPN can demand Ford paying a

00:29:19.259 --> 00:29:21.500
bajillion dollars for an ad during

00:29:21.720 --> 00:29:22.279
SportsCenter.

00:29:22.500 --> 00:29:22.921
That's why.

00:29:24.101 --> 00:29:25.701
Will people accept or reject this,

00:29:25.901 --> 00:29:26.521
Dave Kittle?

00:29:27.102 --> 00:29:28.862
Or will I just continue to just scream

00:29:28.882 --> 00:29:31.782
into the void forever until APTA comes to

00:29:31.803 --> 00:29:32.282
their senses?

00:29:32.323 --> 00:29:32.742
Here's the thing.

00:29:32.782 --> 00:29:33.584
Here's what I think will happen.

00:29:33.804 --> 00:29:35.084
You tell me and then I'll answer.

00:29:37.192 --> 00:29:39.255
I think it'll continue.

00:29:39.474 --> 00:29:41.336
I don't think APTA and any of these

00:29:41.855 --> 00:29:43.156
sections are going to do anything

00:29:43.237 --> 00:29:45.318
different with all of these tools,

00:29:45.338 --> 00:29:46.720
whether it's video,

00:29:47.740 --> 00:29:49.442
all of the live video that's available,

00:29:49.481 --> 00:29:52.104
just free Facebook, live video, YouTube.

00:29:52.544 --> 00:29:54.365
They're just not going to change their,

00:29:54.525 --> 00:29:54.826
they don't,

00:29:55.766 --> 00:29:57.567
I don't think they... I want them to.

00:29:57.626 --> 00:29:59.107
I don't think they're being pushed to

00:29:59.768 --> 00:30:00.347
financially.

00:30:02.009 --> 00:30:02.509
Say that again.

00:30:03.548 --> 00:30:04.329
There's no incentive.

00:30:04.569 --> 00:30:05.829
They're not being pushed to change

00:30:05.849 --> 00:30:08.250
financially because they're not feeling a

00:30:08.290 --> 00:30:10.832
big enough drop off of members or

00:30:10.872 --> 00:30:11.071
whatever.

00:30:11.092 --> 00:30:11.813
I'm feeling that.

00:30:12.173 --> 00:30:12.932
Here's my opinion.

00:30:13.634 --> 00:30:14.453
I think you're onto it.

00:30:15.114 --> 00:30:16.634
They're not going to push the panic button

00:30:16.755 --> 00:30:18.516
until they're backed up on their own goal

00:30:18.556 --> 00:30:18.816
line.

00:30:19.816 --> 00:30:21.616
Which is what most businesses do.

00:30:22.813 --> 00:30:25.015
They will not call the right play.

00:30:25.154 --> 00:30:27.416
And if Will Boyd is still watching live,

00:30:27.457 --> 00:30:28.096
he was watching earlier,

00:30:28.116 --> 00:30:31.259
he commented on the live YouTube on PT

00:30:31.279 --> 00:30:31.700
Pinecast.

00:30:32.339 --> 00:30:33.421
He will agree a hundred percent.

00:30:33.500 --> 00:30:33.981
He knows that.

00:30:35.838 --> 00:30:38.361
And as big as these organizations and APTA

00:30:38.381 --> 00:30:39.422
or any of the sections or whatever,

00:30:40.082 --> 00:30:42.624
they're not going to hit the panic button

00:30:42.703 --> 00:30:43.565
until it's too late.

00:30:43.585 --> 00:30:44.385
Oh, it's too late.

00:30:45.026 --> 00:30:45.445
And then what?

00:30:45.625 --> 00:30:48.608
It breaks my freaking heart because I want

00:30:48.628 --> 00:30:50.009
them to succeed.

00:30:50.349 --> 00:30:50.769
I do.

00:30:50.869 --> 00:30:52.510
I'm a stupid joiner.

00:30:53.432 --> 00:30:55.413
Can we switch topics?

00:30:55.452 --> 00:30:57.855
Because I think I would love to talk

00:30:57.934 --> 00:30:58.395
more of...

00:30:59.266 --> 00:31:02.028
either health, wellness, video, marketing,

00:31:02.849 --> 00:31:05.413
patient-facing stuff to the audience who

00:31:05.452 --> 00:31:08.435
will actually take action as opposed to

00:31:08.455 --> 00:31:10.659
these big old dinosaurs that will not take

00:31:10.719 --> 00:31:11.019
action.

00:31:11.138 --> 00:31:12.601
Can I close with one idea and then

00:31:12.621 --> 00:31:13.040
we move on?

00:31:13.060 --> 00:31:14.143
Because we're at the halfway mark.

00:31:14.262 --> 00:31:14.442
All right.

00:31:15.064 --> 00:31:16.545
I can show you how to do everything

00:31:16.565 --> 00:31:20.388
that you need to do there in three

00:31:20.429 --> 00:31:20.769
circles.

00:31:22.903 --> 00:31:23.104
Okay,

00:31:23.924 --> 00:31:25.666
so we just highlighted what APT is doing

00:31:25.707 --> 00:31:25.968
wrong.

00:31:26.567 --> 00:31:28.490
Let me highlight their problems.

00:31:28.730 --> 00:31:29.652
They need new members,

00:31:30.732 --> 00:31:32.015
but new members do the math that I

00:31:32.035 --> 00:31:33.115
just laid out, and they're like,

00:31:33.256 --> 00:31:34.258
that math don't math.

00:31:34.417 --> 00:31:36.019
So smart new members don't come.

00:31:37.676 --> 00:31:39.038
They need to keep their members around.

00:31:39.337 --> 00:31:42.358
Dave, who's the easiest, cheapest person,

00:31:43.259 --> 00:31:44.680
most reliable to market to?

00:31:45.140 --> 00:31:47.020
Current or past patients, right?

00:31:47.040 --> 00:31:48.201
I've said that before.

00:31:48.701 --> 00:31:49.962
So to all the clinicians out there,

00:31:50.002 --> 00:31:51.942
your email list is money and you're not

00:31:51.982 --> 00:31:52.384
touching it.

00:31:52.943 --> 00:31:54.724
And good care.

00:31:55.204 --> 00:31:57.526
The third is APTA sections and academies

00:31:57.746 --> 00:31:58.826
need non-dues revenue.

00:31:58.866 --> 00:31:59.586
They have none of that.

00:32:00.702 --> 00:32:01.403
So here's what we do.

00:32:01.423 --> 00:32:04.429
I'm going to put APTA is a Jimmy

00:32:04.449 --> 00:32:07.032
is J and then we have money signed.

00:32:07.073 --> 00:32:08.316
Dave just got excited because Jimmy's got

00:32:08.355 --> 00:32:09.277
a money sign on the screen.

00:32:09.396 --> 00:32:10.940
Usually I'm just talking about emotions.

00:32:10.980 --> 00:32:11.441
There we go.

00:32:12.970 --> 00:32:13.911
Here's my proposal.

00:32:14.111 --> 00:32:14.631
Let's say you're,

00:32:14.730 --> 00:32:16.132
I did a post this morning about APTA

00:32:16.172 --> 00:32:16.791
Pediatrics.

00:32:17.272 --> 00:32:18.894
Let's say you're APTA Pediatrics.

00:32:18.913 --> 00:32:19.933
And you're like, all right, Jimmy,

00:32:20.074 --> 00:32:21.174
I know I need to communicate more.

00:32:21.654 --> 00:32:22.596
And the more I communicate,

00:32:22.695 --> 00:32:24.656
the better that my current members will

00:32:24.676 --> 00:32:25.278
feel engaged.

00:32:26.077 --> 00:32:27.939
I communicate externally, new members,

00:32:28.380 --> 00:32:29.660
and I communicate the right message,

00:32:29.680 --> 00:32:31.260
which is belonging, not CEUs.

00:32:31.622 --> 00:32:32.961
Get that right, fix the message,

00:32:33.542 --> 00:32:34.242
then amp it up.

00:32:35.763 --> 00:32:36.104
Essentially,

00:32:36.163 --> 00:32:37.345
I want to hire Jimmy full-time.

00:32:37.565 --> 00:32:38.226
I don't have the money.

00:32:38.945 --> 00:32:40.027
I know that they're not lying either.

00:32:40.067 --> 00:32:41.106
They can't hire me full-time.

00:32:41.508 --> 00:32:41.988
They couldn't do it.

00:32:42.631 --> 00:32:44.933
But they know they need what me and

00:32:45.013 --> 00:32:45.674
other people like me.

00:32:45.694 --> 00:32:46.576
I'm not just saying it's me.

00:32:46.656 --> 00:32:47.257
I'm not magic.

00:32:47.557 --> 00:32:48.439
They need communications.

00:32:48.659 --> 00:32:49.279
So here's my model.

00:32:49.380 --> 00:32:49.760
Dave,

00:32:50.260 --> 00:32:52.765
I want you to shoot holes in this.

00:32:52.884 --> 00:32:55.628
APTA and Jimmy meet and we say,

00:32:55.689 --> 00:32:56.410
here's what we're going to do.

00:32:57.150 --> 00:32:58.310
We're going to launch a YouTube channel

00:32:58.330 --> 00:32:59.791
for your academy.

00:33:00.092 --> 00:33:01.212
We're going to launch a podcast.

00:33:01.232 --> 00:33:03.554
And we're going to create ten times the

00:33:03.574 --> 00:33:04.875
amount of social media content that you're

00:33:04.894 --> 00:33:05.315
doing now.

00:33:06.336 --> 00:33:07.115
And you're going to do it with no

00:33:07.155 --> 00:33:07.856
financial risk.

00:33:07.916 --> 00:33:10.097
And they're like, okay, sounds shady,

00:33:10.117 --> 00:33:11.118
but I'm still here, right?

00:33:11.298 --> 00:33:13.079
It sounds like a used car salesman.

00:33:14.019 --> 00:33:15.902
And you're not going to have to pay

00:33:15.942 --> 00:33:16.182
Jimmy.

00:33:17.644 --> 00:33:18.605
Whatever you pay Jimmy,

00:33:18.625 --> 00:33:19.886
you'll still make money.

00:33:20.708 --> 00:33:22.750
So not only will you lose money on

00:33:22.789 --> 00:33:24.330
paying me and then hope the money shows

00:33:24.490 --> 00:33:26.073
up, you're gonna make revenue.

00:33:26.313 --> 00:33:27.233
Are you skeptical right now?

00:33:27.253 --> 00:33:27.614
You should be,

00:33:27.634 --> 00:33:30.457
because I still sound a little bit like

00:33:30.517 --> 00:33:32.278
this guy.

00:33:32.298 --> 00:33:33.740
But low risk, so keep going.

00:33:34.599 --> 00:33:35.901
If you're a decision maker.

00:33:36.402 --> 00:33:38.284
So I go to APTA Pediatrics and I

00:33:38.324 --> 00:33:41.205
go, you had a conference last month, yes?

00:33:42.267 --> 00:33:42.907
No one knew about it.

00:33:43.606 --> 00:33:44.087
No, actually,

00:33:44.107 --> 00:33:45.009
they have a well-attended – well,

00:33:45.068 --> 00:33:46.509
their people knew about it, but extra.

00:33:46.730 --> 00:33:48.432
But could you have another thousand people

00:33:48.452 --> 00:33:48.992
show up and be happy?

00:33:49.012 --> 00:33:49.554
And they're like, well,

00:33:49.574 --> 00:33:49.973
of course we could.

00:33:50.194 --> 00:33:50.575
Exactly.

00:33:50.595 --> 00:33:52.317
They put on a great one-day event because

00:33:52.356 --> 00:33:53.278
it's a – here's why.

00:33:53.739 --> 00:33:54.278
In person,

00:33:55.361 --> 00:33:57.163
conferences work because that's where the

00:33:57.182 --> 00:33:59.005
belonging feels most tangible.

00:33:59.545 --> 00:34:00.666
My problem is what are you doing the

00:34:00.686 --> 00:34:02.489
other three hundred and sixty-four days a

00:34:02.528 --> 00:34:02.729
year?

00:34:02.969 --> 00:34:03.490
So hold on, Dave.

00:34:03.509 --> 00:34:04.069
Don't get me off track.

00:34:04.809 --> 00:34:06.550
So Jimmy and Pediatrics sit down and I

00:34:06.570 --> 00:34:06.631
go,

00:34:06.651 --> 00:34:08.172
we're going to launch the YouTube podcast,

00:34:08.192 --> 00:34:08.893
social media content.

00:34:08.913 --> 00:34:10.393
They go, yes, yes, yes.

00:34:10.494 --> 00:34:11.175
Like we don't have the money.

00:34:11.235 --> 00:34:11.735
I go, great.

00:34:12.195 --> 00:34:15.737
Give me your top ten sponsors from your

00:34:15.878 --> 00:34:17.378
conference last year.

00:34:18.000 --> 00:34:20.601
We will call them together and we will

00:34:20.641 --> 00:34:22.523
say we're selling booth space for next

00:34:22.663 --> 00:34:22.902
year.

00:34:23.222 --> 00:34:23.804
Do you want it?

00:34:24.083 --> 00:34:24.724
Of course they do.

00:34:25.565 --> 00:34:26.204
They will pay you.

00:34:26.226 --> 00:34:27.045
They will overpay you.

00:34:27.626 --> 00:34:28.847
And then we give them Dave.

00:34:28.927 --> 00:34:30.929
Now we're talking Dave's world and upsell.

00:34:32.409 --> 00:34:32.688
Listen,

00:34:33.168 --> 00:34:36.170
we have three spots for sponsorship of a

00:34:36.210 --> 00:34:37.590
YouTube channel, a podcast,

00:34:37.630 --> 00:34:39.090
and all of our social media content for

00:34:39.110 --> 00:34:39.891
the next twelve months.

00:34:40.472 --> 00:34:43.552
You just paid ten thousand dollars to be

00:34:43.592 --> 00:34:45.072
in front of our members in person for

00:34:45.134 --> 00:34:45.673
two days.

00:34:46.414 --> 00:34:49.094
We are now offering exposure for the other

00:34:49.155 --> 00:34:51.715
three hundred and sixty three days of the

00:34:51.735 --> 00:34:51.956
year.

00:34:51.996 --> 00:34:53.155
We can start that tomorrow.

00:34:53.697 --> 00:34:54.677
How does that deal sound?

00:34:55.237 --> 00:34:57.217
So we make sure they pay enough to

00:34:57.277 --> 00:34:59.679
cover my costs before I ever pick up

00:34:59.699 --> 00:35:00.518
a microphone for them.

00:35:01.740 --> 00:35:04.322
and put non-dues revenue in their bank

00:35:04.362 --> 00:35:06.204
account so they can go do amazing things

00:35:06.244 --> 00:35:06.565
with it.

00:35:07.425 --> 00:35:09.748
And we just raise their external

00:35:10.047 --> 00:35:12.590
visibility and we raise their internal

00:35:12.630 --> 00:35:13.130
engagement.

00:35:13.731 --> 00:35:17.335
Does this math math, Dave?

00:35:19.061 --> 00:35:19.561
It does.

00:35:21.324 --> 00:35:23.065
I just am under the,

00:35:23.085 --> 00:35:25.146
I don't want to say bias.

00:35:25.746 --> 00:35:26.226
If I were you,

00:35:26.367 --> 00:35:30.030
I just would continue to focus on a

00:35:30.090 --> 00:35:32.072
practice who has one decision maker or

00:35:32.132 --> 00:35:32.932
like two or three,

00:35:32.972 --> 00:35:34.753
but they make decisions together and the

00:35:35.393 --> 00:35:39.496
speed to decision to deploy money or time

00:35:39.518 --> 00:35:41.978
or effort in your type of offering is

00:35:42.018 --> 00:35:45.282
faster in a private practice compared to

00:35:45.302 --> 00:35:46.302
these committees

00:35:47.083 --> 00:35:49.025
of associations and they're going to just

00:35:49.045 --> 00:35:50.306
kick the can down the road they're going

00:35:50.326 --> 00:35:51.327
oh i got to talk to mary and

00:35:51.347 --> 00:35:53.028
mary's got to talk to john and john's

00:35:53.068 --> 00:35:54.269
got to talk to tom and then we

00:35:54.289 --> 00:35:55.972
got to schedule a zoom and then not

00:35:56.012 --> 00:35:58.313
everyone comes on the zoom and then one

00:35:58.353 --> 00:36:00.356
person that you don't even speak with can

00:36:00.416 --> 00:36:02.398
spoil this and say this doesn't make sense

00:36:02.418 --> 00:36:04.199
we got to spend money on whatever

00:36:05.804 --> 00:36:07.405
Long play, short play.

00:36:07.646 --> 00:36:08.206
I'm doing both.

00:36:08.567 --> 00:36:09.807
By the way, I didn't announce this.

00:36:09.867 --> 00:36:10.608
I won't say who it is.

00:36:10.869 --> 00:36:11.849
I signed my first clinic.

00:36:12.429 --> 00:36:14.992
Quarter two, live on site, two days,

00:36:15.192 --> 00:36:17.813
video, video, video, audio, audio, audio.

00:36:18.394 --> 00:36:19.876
And I priced it like Dave would price

00:36:19.936 --> 00:36:20.876
it.

00:36:20.896 --> 00:36:23.559
Good enough.

00:36:24.239 --> 00:36:25.380
Did you close an association?

00:36:26.121 --> 00:36:26.400
Not yet.

00:36:26.420 --> 00:36:27.382
Hold on.

00:36:27.402 --> 00:36:28.242
Wait, wait, wait.

00:36:28.682 --> 00:36:30.043
Why does Dave have two different YouTube

00:36:30.063 --> 00:36:30.344
channels?

00:36:30.364 --> 00:36:31.264
Or actually, why does he have one?

00:36:32.304 --> 00:36:32.965
Think about this.

00:36:33.365 --> 00:36:35.447
A clinic is going to be a transaction.

00:36:36.840 --> 00:36:37.460
What is this?

00:36:38.820 --> 00:36:39.340
Ongoing.

00:36:40.481 --> 00:36:41.722
I want to be so damn good for

00:36:41.782 --> 00:36:44.182
APTA Pediatrics or whoever that this is

00:36:44.443 --> 00:36:45.284
month over month.

00:36:46.724 --> 00:36:48.764
I'm making money to do all the things,

00:36:48.804 --> 00:36:50.186
which means I get to reinvest in my

00:36:50.226 --> 00:36:52.146
people and they're making money.

00:36:53.567 --> 00:36:55.568
So to me, I'm doing short play,

00:36:55.887 --> 00:36:56.449
long play.

00:36:56.989 --> 00:36:58.028
So I agree with you.

00:36:58.528 --> 00:37:00.590
It will take a long time because that's

00:37:00.610 --> 00:37:01.271
how committees work.

00:37:02.112 --> 00:37:03.193
But once they say yes,

00:37:03.233 --> 00:37:05.516
my goal is over serve them,

00:37:06.016 --> 00:37:08.318
be so damn good they can never get

00:37:08.358 --> 00:37:10.059
rid of me because I did what I

00:37:10.119 --> 00:37:11.860
said, I said what I did,

00:37:12.221 --> 00:37:13.141
and I brought the money.

00:37:14.121 --> 00:37:15.182
So I don't disagree with you.

00:37:15.302 --> 00:37:17.505
You are a thousand percent right.

00:37:17.545 --> 00:37:19.085
I did get a faster decision from the

00:37:19.106 --> 00:37:19.405
clinic.

00:37:19.626 --> 00:37:21.708
It was three emails and one phone call.

00:37:22.777 --> 00:37:24.836
shocking shocking i mean it's beautiful

00:37:25.056 --> 00:37:27.277
that's beautiful now i don't want to work

00:37:27.297 --> 00:37:30.039
for that clinic every month though i want

00:37:30.059 --> 00:37:31.599
to do a great job for this guy

00:37:31.679 --> 00:37:32.938
and i'm gonna believe me i'm gonna case

00:37:32.978 --> 00:37:35.460
report the hell out of it cash pt

00:37:36.219 --> 00:37:38.659
three locations in a major u.s metro it's

00:37:38.719 --> 00:37:40.141
not dave's metro dave i'm not coming i'm

00:37:40.161 --> 00:37:41.521
not coming after i'm not coming you know

00:37:41.721 --> 00:37:44.260
i'm not competing with dave but i don't

00:37:44.280 --> 00:37:45.282
think anybody competes with this guy

00:37:45.302 --> 00:37:46.702
wouldn't compete with dave he's brick and

00:37:46.722 --> 00:37:46.922
mortar

00:37:49.001 --> 00:37:50.001
But we have brick and mortar.

00:37:50.021 --> 00:37:50.922
Dude, I keep telling you this.

00:37:50.942 --> 00:37:52.023
I know, I keep forgetting.

00:37:52.083 --> 00:37:53.583
I envision you as a backpack,

00:37:53.643 --> 00:37:58.083
as a scooter bag and just out in

00:37:58.264 --> 00:37:58.503
the street.

00:37:58.543 --> 00:37:59.105
We're doing both now.

00:37:59.125 --> 00:38:00.445
I envision you as like wearing,

00:38:00.764 --> 00:38:03.326
I envision you like Ryan Serhan just

00:38:03.385 --> 00:38:05.065
hanging out on the top levels of

00:38:05.126 --> 00:38:05.646
everything.

00:38:05.726 --> 00:38:06.927
We're going to have to put out more

00:38:06.967 --> 00:38:10.427
video in the office to show you over

00:38:10.467 --> 00:38:12.688
time that we do office visits.

00:38:12.708 --> 00:38:14.527
That's the only way you have to show

00:38:14.568 --> 00:38:16.509
Jimmy video proof of what you're doing.

00:38:16.829 --> 00:38:18.652
We talk to you billions of times in

00:38:18.672 --> 00:38:20.755
a week and both of us still are

00:38:20.775 --> 00:38:22.016
like, Dave's just a backpack.

00:38:22.036 --> 00:38:23.257
He's just a bag and he's over his

00:38:23.277 --> 00:38:23.498
shoulder.

00:38:23.518 --> 00:38:24.579
Maybe he's got a massage gun in there.

00:38:24.599 --> 00:38:25.161
I don't know.

00:38:25.561 --> 00:38:26.342
He's on a subway.

00:38:26.583 --> 00:38:27.344
He's in an Uber.

00:38:27.523 --> 00:38:29.927
He's on the tram thing that goes over

00:38:29.947 --> 00:38:30.327
the Hudson.

00:38:30.387 --> 00:38:30.688
I don't know.

00:38:32.710 --> 00:38:33.992
That's what we envision you.

00:38:34.072 --> 00:38:35.932
Anyway, so that's my two outs.

00:38:36.313 --> 00:38:38.054
Long play, APTA Academy.

00:38:38.114 --> 00:38:38.894
Listen, I'm a sucker.

00:38:38.994 --> 00:38:39.936
I want them to succeed,

00:38:39.976 --> 00:38:41.036
and I can see them doing the wrong

00:38:41.076 --> 00:38:41.237
thing.

00:38:41.277 --> 00:38:42.597
I'm like, I can freaking fix it.

00:38:42.918 --> 00:38:43.797
And again, it doesn't have to be me.

00:38:43.818 --> 00:38:45.478
I'm not saying I have magic hands.

00:38:45.579 --> 00:38:47.079
I have the magic thing.

00:38:47.380 --> 00:38:48.541
I just mapped it out for you with

00:38:48.581 --> 00:38:49.202
three circles.

00:38:49.862 --> 00:38:50.643
That's the way you do it.

00:38:50.963 --> 00:38:51.583
That's the way you do it.

00:38:51.603 --> 00:38:52.103
If you want to do it,

00:38:52.123 --> 00:38:52.583
you call me.

00:38:52.824 --> 00:38:54.125
But make a damn decision because Dave

00:38:54.144 --> 00:38:54.545
isn't wrong.

00:38:55.226 --> 00:38:55.985
All right,

00:38:56.005 --> 00:38:58.728
we're going to change the topic now.

00:38:58.788 --> 00:38:59.427
What are we talking about?

00:38:59.467 --> 00:39:00.268
You wanted to go with what?

00:39:01.364 --> 00:39:03.085
I wanna just talk about health and

00:39:03.106 --> 00:39:03.985
wellness in general.

00:39:04.246 --> 00:39:06.027
And well, like some specific examples.

00:39:06.148 --> 00:39:07.849
One is like, have you noticed that there,

00:39:08.048 --> 00:39:08.949
oh, what's the comment?

00:39:08.969 --> 00:39:09.329
What do we got?

00:39:09.349 --> 00:39:10.650
That's Katie Sutton saying,

00:39:10.670 --> 00:39:12.992
in the words of previous Ohio Physical

00:39:13.012 --> 00:39:14.393
Therapy Association, executive director,

00:39:14.494 --> 00:39:15.554
membership is personal.

00:39:16.342 --> 00:39:17.744
What others view as benefits,

00:39:17.905 --> 00:39:19.525
other view as features, and vice versa.

00:39:19.646 --> 00:39:20.086
Correct.

00:39:20.606 --> 00:39:21.768
Talk to me about features,

00:39:22.088 --> 00:39:22.648
and I'm going to snooze.

00:39:22.688 --> 00:39:23.489
Talk to me about benefits,

00:39:23.510 --> 00:39:25.311
and you have my attention.

00:39:25.552 --> 00:39:27.193
Dave has a utility belt like Batman.

00:39:27.213 --> 00:39:29.215
This is how Ben Galen views you.

00:39:29.596 --> 00:39:31.257
He thinks you're a utility belt while you

00:39:31.297 --> 00:39:32.478
walk around the city.

00:39:34.240 --> 00:39:35.681
Katie says Dave needs proof of brick and

00:39:35.701 --> 00:39:36.001
mortar.

00:39:36.181 --> 00:39:38.382
We need photos of the video.

00:39:38.402 --> 00:39:38.543
Oh, okay.

00:39:38.563 --> 00:39:39.583
Certificate of occupancy.

00:39:39.983 --> 00:39:40.923
If you hired me,

00:39:41.684 --> 00:39:43.465
Drew and I call this video the access

00:39:43.505 --> 00:39:44.246
granted video.

00:39:44.505 --> 00:39:45.047
Essentially,

00:39:45.367 --> 00:39:47.307
it's a music video that walks...

00:39:47.367 --> 00:39:48.648
Literally, it'd be Dave being like,

00:39:49.329 --> 00:39:50.949
no sound, just hype music.

00:39:51.269 --> 00:39:52.610
And Dave waves at the camera,

00:39:53.130 --> 00:39:55.092
turns around and opens the door and the

00:39:55.132 --> 00:39:56.773
drone flies in the door.

00:39:57.092 --> 00:39:58.653
And then you have the things that are

00:39:58.673 --> 00:39:59.594
happening in your clinic.

00:40:00.074 --> 00:40:01.936
every clinic needs its own music video as

00:40:01.976 --> 00:40:03.878
the first video on youtube that's why

00:40:03.918 --> 00:40:05.418
katie is saying i need to see proof

00:40:05.458 --> 00:40:06.659
of brick and more all right keep going

00:40:06.699 --> 00:40:08.902
what are we talking about so a couple

00:40:08.922 --> 00:40:10.422
things about health and wellness across

00:40:10.503 --> 00:40:12.724
the us that i think physical therapy

00:40:12.784 --> 00:40:16.027
practices could potentially either learn

00:40:16.067 --> 00:40:18.168
from or maybe even use but like have

00:40:18.188 --> 00:40:19.650
you noticed that there's more and more

00:40:19.730 --> 00:40:21.891
whether it's equinox or lifetime fitness

00:40:22.110 --> 00:40:24.672
or those are those are big national change

00:40:24.833 --> 00:40:26.355
or even like the regional ones have you

00:40:26.414 --> 00:40:27.614
noticed that more and more of them

00:40:28.456 --> 00:40:31.297
are adding like health and wellness not

00:40:31.378 --> 00:40:33.159
not just like okay okay so like so

00:40:33.179 --> 00:40:34.639
like la fitness i used to go to

00:40:34.739 --> 00:40:37.201
la fitness in cherry hole new jersey when

00:40:37.260 --> 00:40:39.161
i was like in high school and college

00:40:39.202 --> 00:40:40.682
and summers and winters home or whatever

00:40:41.003 --> 00:40:42.384
and they always had like a the dry

00:40:42.443 --> 00:40:44.344
sauna and some of the other locations had

00:40:44.704 --> 00:40:47.126
a dry sauna and like the wet sauna

00:40:47.226 --> 00:40:48.807
like with like moisture and you go in

00:40:48.827 --> 00:40:50.228
and you get soaked and obviously you have

00:40:50.248 --> 00:40:51.969
like a bathing suit on or whatever so

00:40:51.989 --> 00:40:53.829
that but that's that's been in existence

00:40:53.849 --> 00:40:54.490
for decades

00:40:55.170 --> 00:40:55.610
Now,

00:40:56.132 --> 00:40:59.052
a bunch of these different national and

00:40:59.092 --> 00:41:00.893
regional gyms are adding things like red

00:41:00.914 --> 00:41:02.255
light therapy and, of course,

00:41:02.275 --> 00:41:02.916
the cold plunge,

00:41:02.936 --> 00:41:03.936
which is a little bit easier.

00:41:05.077 --> 00:41:06.297
And they're adding a little bit more of

00:41:06.318 --> 00:41:08.878
the health and wellness stuff and maybe

00:41:08.918 --> 00:41:12.280
some massage or chiro or maybe acupuncture

00:41:12.380 --> 00:41:17.423
and every different – depends on the –

00:41:15.838 --> 00:41:17.721
They're offering, but there was a,

00:41:18.041 --> 00:41:18.681
you know, McKinsey,

00:41:18.701 --> 00:41:20.503
it's one of the largest consulting

00:41:20.523 --> 00:41:22.724
companies in the US and they come out

00:41:22.744 --> 00:41:24.485
with a future of wellness report every

00:41:24.525 --> 00:41:24.726
year.

00:41:24.806 --> 00:41:27.148
So I have pulled up on Gemini.

00:41:27.228 --> 00:41:28.789
I have a little bit of their bullet

00:41:28.809 --> 00:41:31.050
points from the twenty twenty four report

00:41:31.090 --> 00:41:32.311
and the twenty twenty five report.

00:41:34.152 --> 00:41:36.173
they talk about things like the like the

00:41:36.233 --> 00:41:38.315
health like the weight loss injections

00:41:38.355 --> 00:41:39.775
like the ozempic and we'll go via the

00:41:39.795 --> 00:41:41.295
glp ones and that type of stuff and

00:41:41.655 --> 00:41:43.237
you know skin care and all that normal

00:41:43.277 --> 00:41:46.197
stuff that we all know about um health

00:41:46.217 --> 00:41:48.498
uh health aging and longevity sixty

00:41:48.539 --> 00:41:50.340
percent of consumers now rate healthy

00:41:50.559 --> 00:41:52.780
aging as a top priority this includes

00:41:52.820 --> 00:41:55.262
spending on supplements that now claim to

00:41:55.501 --> 00:41:56.742
slow cellular aging

00:41:57.702 --> 00:41:58.784
and like the test kits and all that

00:41:58.804 --> 00:42:00.965
type of stuff um and then but also

00:42:01.025 --> 00:42:04.349
like in the twenty twenty four report the

00:42:04.389 --> 00:42:07.731
gen z millennial component of the report

00:42:07.751 --> 00:42:10.795
they're calling them maximalist optimizers

00:42:11.034 --> 00:42:14.097
maximalist optimizers which oh like they

00:42:14.117 --> 00:42:16.259
account for the highest spin they are uh

00:42:16.378 --> 00:42:18.041
experiential they use health tracking tech

00:42:18.280 --> 00:42:19.442
they're willing to pay a premium for

00:42:19.501 --> 00:42:21.103
science backed products

00:42:21.623 --> 00:42:21.784
Yes.

00:42:21.824 --> 00:42:22.864
Let me just pause that for a second.

00:42:23.284 --> 00:42:25.425
Then the boomers who were apparently

00:42:25.465 --> 00:42:27.427
termed the health traditionalists,

00:42:27.447 --> 00:42:29.668
they represent a smaller portion of the

00:42:29.748 --> 00:42:30.469
wellness spend,

00:42:30.509 --> 00:42:32.409
thirteen percent preferring simple,

00:42:32.469 --> 00:42:34.331
practical solutions like standard vitamins

00:42:34.391 --> 00:42:36.211
and walking and are less likely to

00:42:36.251 --> 00:42:38.393
experiment with new tech and trends.

00:42:38.833 --> 00:42:40.153
I want to hear your thoughts on this.

00:42:40.213 --> 00:42:40.474
I don't know.

00:42:40.534 --> 00:42:40.675
Like,

00:42:40.875 --> 00:42:42.034
there's a bunch of this we're talking

00:42:42.054 --> 00:42:42.155
about.

00:42:42.195 --> 00:42:44.556
We're talking about at home services,

00:42:44.617 --> 00:42:45.777
gyms, health and wellness.

00:42:46.398 --> 00:42:47.619
The one thing that doesn't make sense to

00:42:47.639 --> 00:42:47.998
me is

00:42:49.295 --> 00:42:51.956
The Gen Z millennials across the U.S.

00:42:53.496 --> 00:42:56.137
have had a lot of challenges with not

00:42:56.157 --> 00:42:56.918
making enough money,

00:42:56.998 --> 00:42:58.057
not having enough income,

00:42:58.097 --> 00:42:59.478
not being able to have mortgages,

00:42:59.538 --> 00:43:00.878
starting families later,

00:43:00.898 --> 00:43:02.199
all the demographic features.

00:43:02.559 --> 00:43:03.659
And they're right.

00:43:03.679 --> 00:43:05.019
Then the boomers are folks that are

00:43:05.079 --> 00:43:05.940
already established,

00:43:06.521 --> 00:43:08.260
and they're somehow only accounting for

00:43:08.320 --> 00:43:09.822
thirteen percent of this study.

00:43:09.862 --> 00:43:12.302
So I can't argue with McKinsey's

00:43:13.262 --> 00:43:14.985
research and report and i'm sure they pull

00:43:15.005 --> 00:43:16.208
this in from a lot of data points

00:43:16.527 --> 00:43:18.150
but to me the folks that i see

00:43:18.170 --> 00:43:20.574
in new york city the boomers are the

00:43:20.594 --> 00:43:22.518
people that spend the most with us and

00:43:22.557 --> 00:43:24.760
the gen z millennials respectfully

00:43:26.510 --> 00:43:28.411
are not always going to spend two grand,

00:43:28.431 --> 00:43:28.911
four grand,

00:43:28.931 --> 00:43:31.693
five grand with us because they're price

00:43:31.733 --> 00:43:33.934
conscious and they want to use their

00:43:34.014 --> 00:43:35.094
network insurance and all that.

00:43:35.134 --> 00:43:36.474
So that's just one way to kind of

00:43:36.554 --> 00:43:39.275
segue this stuff that I'm just talking

00:43:39.295 --> 00:43:41.516
about into the physical therapy world,

00:43:41.536 --> 00:43:43.418
whether it's insurance or out of pocket or

00:43:43.438 --> 00:43:43.717
whatever.

00:43:44.077 --> 00:43:45.838
So break down what you think,

00:43:46.219 --> 00:43:47.699
what they're saying versus what you're

00:43:47.778 --> 00:43:48.920
seeing.

00:43:50.159 --> 00:43:51.019
Do you lose audio again?

00:43:51.059 --> 00:43:51.280
That's okay.

00:43:51.541 --> 00:43:52.481
Ben Galen has a comment.

00:43:52.940 --> 00:43:54.461
Ben is saying what I was about to

00:43:54.541 --> 00:43:54.762
say.

00:43:55.989 --> 00:43:58.911
which is you already have fish in a

00:43:58.931 --> 00:44:00.130
barrel scenario at a gym.

00:44:00.731 --> 00:44:01.130
This is like,

00:44:01.231 --> 00:44:02.592
we go back to the APTA thing.

00:44:04.072 --> 00:44:06.152
Once you're a member,

00:44:06.652 --> 00:44:08.193
over-serve the crap out of them.

00:44:08.253 --> 00:44:09.733
So Ben is saying you already have a

00:44:09.793 --> 00:44:11.233
fish in a barrel scenario at a gym

00:44:11.554 --> 00:44:13.494
where these people are inherently invested

00:44:13.514 --> 00:44:13.994
in their health.

00:44:15.135 --> 00:44:15.454
Unfortunately,

00:44:15.474 --> 00:44:17.315
you can't say the same about PT clients

00:44:17.335 --> 00:44:19.175
because a lot of times PTs will sell,

00:44:19.496 --> 00:44:20.655
come to us, we fix you.

00:44:21.215 --> 00:44:22.715
But what about brick and mortar called the

00:44:22.755 --> 00:44:23.456
recovery zone?

00:44:23.817 --> 00:44:24.876
I got a friend down the street

00:44:26.192 --> 00:44:28.574
John Denoyles, great PT.

00:44:28.594 --> 00:44:29.414
You know how you know he's a great

00:44:29.434 --> 00:44:29.775
PT?

00:44:29.795 --> 00:44:30.835
Because I would go to,

00:44:31.036 --> 00:44:31.617
I go to him.

00:44:31.896 --> 00:44:32.197
That's what,

00:44:32.356 --> 00:44:34.498
ask your PT who he goes to.

00:44:34.518 --> 00:44:36.721
Your favorite PT's favorite PT.

00:44:36.780 --> 00:44:37.902
Your favorite PT's,

00:44:38.081 --> 00:44:39.784
that's a great freaking line.

00:44:40.465 --> 00:44:41.364
Imagine you did a favorite.

00:44:41.385 --> 00:44:42.505
That's what I thought you were getting to

00:44:42.525 --> 00:44:42.947
right there.

00:44:43.367 --> 00:44:44.327
That's a great line.

00:44:44.347 --> 00:44:45.429
Your favorite, you know what?

00:44:46.733 --> 00:44:48.494
Like do a commercial where the PT is

00:44:48.534 --> 00:44:50.115
treating patients all day and they're

00:44:50.135 --> 00:44:51.177
like, oh, PT is hard.

00:44:51.556 --> 00:44:52.958
And like, oh, the PT is treating someone.

00:44:52.978 --> 00:44:53.978
They're on the table and they're like,

00:44:53.998 --> 00:44:54.297
my back.

00:44:55.398 --> 00:44:56.860
And the PT closes up shop,

00:44:57.059 --> 00:44:57.820
closes the laptop.

00:44:57.840 --> 00:44:59.420
They leave their practice and they go to

00:44:59.460 --> 00:44:59.701
New York.

00:44:59.721 --> 00:45:00.521
That's your commercial.

00:45:00.822 --> 00:45:03.583
Your favorite PT.

00:45:03.603 --> 00:45:05.184
That's smart.

00:45:05.244 --> 00:45:06.204
Someone steal that.

00:45:06.284 --> 00:45:07.304
Just tag me in it because I want

00:45:07.324 --> 00:45:08.485
to see your video when you make it.

00:45:08.985 --> 00:45:11.570
You could make that on an iPhone tomorrow,

00:45:11.610 --> 00:45:12.110
but you won't.

00:45:12.130 --> 00:45:12.550
Anyway,

00:45:12.931 --> 00:45:14.152
so what Ben is saying is I agree,

00:45:14.172 --> 00:45:14.974
because I want to hear what Dave's

00:45:15.014 --> 00:45:16.536
question is about all this information.

00:45:17.597 --> 00:45:18.478
Ben is saying you have a fish in

00:45:18.498 --> 00:45:19.139
a barrel scenario.

00:45:19.519 --> 00:45:21.001
People who are in a gym, you can...

00:45:21.980 --> 00:45:23.460
Pretty well assumed they're invested in

00:45:23.501 --> 00:45:25.382
health or they're just there to wear

00:45:25.422 --> 00:45:26.481
spandex and stand around,

00:45:26.902 --> 00:45:28.664
but they're pretty probably invested in

00:45:28.684 --> 00:45:29.063
their health.

00:45:29.603 --> 00:45:31.244
And now you over serve the crap out

00:45:31.284 --> 00:45:31.545
of them.

00:45:31.704 --> 00:45:32.565
Dave, a second ago,

00:45:32.585 --> 00:45:33.826
I was saying this is like the APTA

00:45:33.846 --> 00:45:34.246
scenario.

00:45:34.507 --> 00:45:35.407
People want to belong.

00:45:35.447 --> 00:45:36.088
So when you get there,

00:45:36.128 --> 00:45:36.608
what do you do?

00:45:36.788 --> 00:45:37.507
Nickel and dime them.

00:45:37.849 --> 00:45:39.710
Imagine you're at a gym and every time

00:45:39.730 --> 00:45:40.630
you want to use the cold plunge,

00:45:40.650 --> 00:45:41.971
you have to insert a little like a

00:45:42.050 --> 00:45:43.771
five dollar bill into a slot.

00:45:44.431 --> 00:45:45.052
You kidding me?

00:45:45.472 --> 00:45:46.914
Of course, that's ridiculous.

00:45:47.173 --> 00:45:48.514
That's how it feels to be an APTM.

00:45:48.735 --> 00:45:49.876
But I will stay off of that.

00:45:50.597 --> 00:45:51.297
So saying,

00:45:51.338 --> 00:45:52.418
what about a brick and mortar called the

00:45:52.458 --> 00:45:52.860
recovery zone?

00:45:52.920 --> 00:45:53.320
Oh, I know why.

00:45:53.360 --> 00:45:54.380
This is why I brought up John Denoyles.

00:45:55.481 --> 00:45:56.923
He's doing that down the street for me.

00:45:57.244 --> 00:45:57.565
He did.

00:45:57.585 --> 00:45:58.726
He started this like a year ago.

00:45:59.606 --> 00:46:01.588
He had a clinic started during covid.

00:46:02.809 --> 00:46:03.510
I mean, not on purpose,

00:46:03.550 --> 00:46:04.590
but he just started the clinic and then

00:46:04.871 --> 00:46:05.632
a pandemic happened.

00:46:06.251 --> 00:46:07.693
He wound up not only surviving,

00:46:07.733 --> 00:46:09.215
but thriving second location.

00:46:09.434 --> 00:46:11.976
And he got so big that he was

00:46:12.016 --> 00:46:15.739
able to the place next door became vacant.

00:46:15.920 --> 00:46:17.501
He blew out a wall and created one

00:46:17.541 --> 00:46:17.842
of these.

00:46:18.041 --> 00:46:18.922
It was a recovery zone.

00:46:19.103 --> 00:46:20.744
So, yes, all the things.

00:46:21.284 --> 00:46:22.545
He's got the Norma Tech boots.

00:46:22.585 --> 00:46:23.766
He's got the this and that.

00:46:25.447 --> 00:46:28.670
So the answer to Ben Galen is you

00:46:28.690 --> 00:46:29.672
have to give me a good reason why

00:46:29.711 --> 00:46:30.612
you wouldn't be doing this.

00:46:31.396 --> 00:46:32.079
That's what I would need.

00:46:32.239 --> 00:46:33.461
If I was an employee,

00:46:34.483 --> 00:46:35.365
I would need to say, hey, boss,

00:46:35.385 --> 00:46:36.047
why aren't we doing this?

00:46:36.088 --> 00:46:37.210
Because I think we put butts in seats.

00:46:38.132 --> 00:46:39.155
And that's the goal, isn't it?

00:46:40.818 --> 00:46:41.278
So what are you,

00:46:41.298 --> 00:46:42.599
what are you thinking about this data?

00:46:43.159 --> 00:46:45.061
What is it?

00:46:45.101 --> 00:46:46.621
Well, yeah, so let's, let's use,

00:46:46.762 --> 00:46:48.922
so I've just jumped over to resolve new

00:46:48.961 --> 00:46:49.503
york.com.

00:46:49.543 --> 00:46:50.362
I found the website.

00:46:50.422 --> 00:46:52.023
So the, the recovery room,

00:46:52.063 --> 00:46:54.684
is that a separate, uh, brick and mortar,

00:46:54.804 --> 00:46:55.824
but it's, but it's next to it.

00:46:56.125 --> 00:46:57.166
It's just, yeah, it's just another,

00:46:57.266 --> 00:46:57.786
he blew out,

00:46:57.826 --> 00:46:59.266
he took over the next place and blew

00:46:59.306 --> 00:46:59.726
out a wall.

00:47:00.027 --> 00:47:01.248
And now you just walk into that and

00:47:01.288 --> 00:47:02.168
you can book sessions.

00:47:02.568 --> 00:47:03.088
I, I,

00:47:03.108 --> 00:47:04.188
there's a couple of things about it.

00:47:04.208 --> 00:47:06.250
I want to take, it's nothing taking shots.

00:47:06.309 --> 00:47:06.590
Number one,

00:47:06.630 --> 00:47:07.690
he did the most important thing,

00:47:07.869 --> 00:47:09.291
the way there, which is doing it.

00:47:09.751 --> 00:47:10.771
I think you need to communicate better.

00:47:11.731 --> 00:47:11.911
Right?

00:47:11.952 --> 00:47:12.972
What do you see when you go there?

00:47:12.992 --> 00:47:13.871
Because you're going cold.

00:47:14.932 --> 00:47:16.713
So I like, I see infrared sauna,

00:47:16.733 --> 00:47:18.653
red light therapy, compression therapy.

00:47:19.954 --> 00:47:22.155
He's got clear and transparent pricing,

00:47:22.175 --> 00:47:23.695
which I know Jimmy and many other folks

00:47:23.894 --> 00:47:24.436
appreciate.

00:47:24.856 --> 00:47:26.615
Recovery light, one session per week.

00:47:26.956 --> 00:47:28.297
So you get four of these per month,

00:47:28.376 --> 00:47:29.317
eighty nine bucks a month.

00:47:29.577 --> 00:47:30.496
Performance recovery.

00:47:30.858 --> 00:47:31.597
That's where we go.

00:47:31.637 --> 00:47:32.237
Flag on the play.

00:47:32.257 --> 00:47:33.217
All right.

00:47:33.237 --> 00:47:34.039
Why?

00:47:34.079 --> 00:47:34.778
Here's what I would do.

00:47:35.358 --> 00:47:36.679
And I know Tony agrees with me.

00:47:36.759 --> 00:47:37.699
I will go out on a limb and

00:47:37.719 --> 00:47:38.460
say a hundred percent.

00:47:39.847 --> 00:47:42.009
I would go to the front door of

00:47:42.048 --> 00:47:45.411
the recovery zone at Resolve Physical

00:47:45.431 --> 00:47:46.532
Therapy in Montgomery, New York.

00:47:48.074 --> 00:47:50.317
I would put a lock on the door

00:47:51.077 --> 00:47:53.278
that I could program individual codes.

00:47:54.320 --> 00:47:55.882
So Dave has a code and it's different

00:47:55.902 --> 00:47:56.681
than Jimmy's code.

00:47:57.402 --> 00:47:59.605
And then I would charge three hundred

00:47:59.625 --> 00:48:00.206
dollars a month.

00:48:01.195 --> 00:48:02.576
For twenty four hour,

00:48:03.076 --> 00:48:04.295
seven day a week access,

00:48:04.635 --> 00:48:05.797
I would throw some cameras in there.

00:48:06.297 --> 00:48:07.557
I would lock it off from the rest

00:48:07.597 --> 00:48:08.018
of the clinic.

00:48:08.057 --> 00:48:09.018
I would make sure like, hey, listen,

00:48:09.038 --> 00:48:09.737
if someone can.

00:48:09.777 --> 00:48:10.699
But that's what I would do.

00:48:11.139 --> 00:48:13.099
A guy down the street for me built

00:48:13.139 --> 00:48:13.840
like a he shed,

00:48:14.099 --> 00:48:14.981
like a little man shed,

00:48:15.721 --> 00:48:17.260
put like one of those ten thousand dollar

00:48:17.501 --> 00:48:20.322
golf simulators in there in his backyard.

00:48:20.483 --> 00:48:21.043
He wanted one.

00:48:22.079 --> 00:48:23.079
And then he probably had a buddy like

00:48:23.099 --> 00:48:23.480
me that goes,

00:48:23.880 --> 00:48:24.940
do you want it to pay for herself?

00:48:25.039 --> 00:48:25.840
And he goes, how do I do that?

00:48:25.940 --> 00:48:27.001
I go, you build a website.

00:48:27.521 --> 00:48:29.942
You give each guy a code.

00:48:30.181 --> 00:48:31.543
You stock it with water and beer.

00:48:31.902 --> 00:48:33.123
And then you book it for an hour

00:48:33.163 --> 00:48:33.742
or two hours.

00:48:33.983 --> 00:48:35.063
That's what I would do at the recovery

00:48:35.083 --> 00:48:35.224
zone.

00:48:35.503 --> 00:48:36.764
Stop nickel and diming.

00:48:36.965 --> 00:48:38.065
Give me unlimited access.

00:48:38.364 --> 00:48:38.664
Dave,

00:48:38.965 --> 00:48:40.865
how many times a week do you think

00:48:40.885 --> 00:48:42.567
the average person would actually come?

00:48:42.947 --> 00:48:43.266
Twice?

00:48:45.739 --> 00:48:46.740
Yeah.

00:48:46.800 --> 00:48:48.420
Make it worth per month.

00:48:48.460 --> 00:48:49.422
If you use it three times,

00:48:49.782 --> 00:48:50.583
you're in the positive.

00:48:51.003 --> 00:48:52.643
And then you will have the problem of

00:48:53.143 --> 00:48:55.184
you need to expand again.

00:48:55.445 --> 00:48:56.045
It's my opinion.

00:48:56.606 --> 00:48:57.146
Maybe I'm wrong.

00:48:57.606 --> 00:49:00.867
Maybe Jimmy is the crazy guy from Always

00:49:00.907 --> 00:49:01.188
Sunny.

00:49:01.367 --> 00:49:03.148
Maybe I'm nuts with the red string.

00:49:03.188 --> 00:49:03.748
I got to tell it.

00:49:04.429 --> 00:49:06.070
I think you don't charge them per.

00:49:06.291 --> 00:49:07.451
That feels nickel and dimed.

00:49:07.851 --> 00:49:09.391
If the recovery zone is high end,

00:49:09.791 --> 00:49:11.992
do you think high end places like Disney

00:49:12.233 --> 00:49:12.893
nickel and dime you?

00:49:14.108 --> 00:49:16.489
get money just just premium pricing that's

00:49:16.510 --> 00:49:18.550
the only thing i would do differently and

00:49:18.590 --> 00:49:20.612
i haven't talked to john about it that

00:49:20.891 --> 00:49:21.913
i would love to hear if anybody else

00:49:21.932 --> 00:49:23.733
is doing sort of a recovery zone do

00:49:23.753 --> 00:49:24.735
i think it's a good move to do

00:49:24.795 --> 00:49:28.817
it brilliant chef's kiss no notes i guess

00:49:28.836 --> 00:49:31.358
there is notes make it unlimited for x

00:49:31.398 --> 00:49:33.559
number of dollars per month because what

00:49:33.579 --> 00:49:35.521
happens to gym memberships dave imagine

00:49:35.541 --> 00:49:37.722
you had to pay seven dollars every time

00:49:37.742 --> 00:49:38.362
you went to your gym

00:49:39.456 --> 00:49:40.376
Gyms are not dumb.

00:49:40.597 --> 00:49:42.057
They're in the behavior change business.

00:49:42.117 --> 00:49:42.798
We want you to come.

00:49:42.818 --> 00:49:43.539
We want you to keep coming.

00:49:43.639 --> 00:49:44.599
And even if you're not coming,

00:49:44.639 --> 00:49:45.579
we actually don't want you to come.

00:49:45.920 --> 00:49:46.661
We want you to keep paying.

00:49:48.081 --> 00:49:49.681
I would make it an offer they couldn't

00:49:49.702 --> 00:49:50.101
refuse,

00:49:50.481 --> 00:49:51.543
but don't make them reach into their

00:49:51.563 --> 00:49:52.362
wallet more than once.

00:49:53.324 --> 00:49:54.985
And then you auto pay that.

00:49:55.045 --> 00:49:55.704
I'm very sorry.

00:49:58.539 --> 00:50:01.101
do you see so this whole recovery stuff

00:50:01.121 --> 00:50:04.563
the wellness recovery room do you so if

00:50:05.202 --> 00:50:07.023
let me ask this practice your buddies

00:50:07.063 --> 00:50:09.266
practice resolve pt are they all are they

00:50:09.286 --> 00:50:12.268
like in network with every insurance

00:50:12.327 --> 00:50:14.949
really they're out of network i think i

00:50:14.989 --> 00:50:16.590
think he'll give you a super bill and

00:50:16.630 --> 00:50:17.690
i don't want to speak for them but

00:50:17.791 --> 00:50:21.572
they're i believe they're cash i don't

00:50:21.612 --> 00:50:23.614
want you if you're not invested in your

00:50:23.635 --> 00:50:25.755
health and it's hard to message

00:50:27.469 --> 00:50:28.590
Simple, not easy, right?

00:50:28.929 --> 00:50:30.090
But no, they're not in network.

00:50:30.331 --> 00:50:31.050
No, he's like, no.

00:50:31.532 --> 00:50:32.052
And here's why.

00:50:32.251 --> 00:50:33.532
There's a chain down the street.

00:50:33.592 --> 00:50:34.793
We have access physical therapy.

00:50:34.833 --> 00:50:36.295
This is where access, do you know access?

00:50:36.315 --> 00:50:39.237
Do you know the Albany's?

00:50:39.297 --> 00:50:41.418
Huge, like, fifty or more locations.

00:50:41.898 --> 00:50:42.318
Started here.

00:50:42.599 --> 00:50:44.300
No, I think they're, like, in seventy.

00:50:44.480 --> 00:50:45.021
They started here.

00:50:45.181 --> 00:50:45.760
They're down the street.

00:50:46.221 --> 00:50:46.902
They're everywhere here.

00:50:47.860 --> 00:50:49.822
And their volume, their insurance.

00:50:50.461 --> 00:50:51.061
And here's the thing.

00:50:51.442 --> 00:50:52.443
John and the Albanese's,

00:50:52.922 --> 00:50:54.362
they see exactly what each other is doing.

00:50:54.382 --> 00:50:54.704
And they're like,

00:50:54.804 --> 00:50:55.804
they just nod at each other like,

00:50:55.844 --> 00:50:56.204
good work.

00:50:56.284 --> 00:50:56.804
Hey, keep it up.

00:50:56.903 --> 00:50:57.264
Keep it up.

00:50:57.485 --> 00:50:59.164
They're not in competition because the

00:50:59.244 --> 00:51:01.405
Albanese's with AccessPT is going after a

00:51:01.545 --> 00:51:02.186
certain person.

00:51:02.545 --> 00:51:04.206
And John conveniently located across the

00:51:04.226 --> 00:51:05.206
street from my high school.

00:51:06.648 --> 00:51:07.047
Because he's like,

00:51:07.068 --> 00:51:09.009
I want to work with active athletes,

00:51:09.188 --> 00:51:09.568
runners,

00:51:09.849 --> 00:51:10.909
people who are invested in their health.

00:51:11.088 --> 00:51:12.070
And yeah, it costs money.

00:51:12.989 --> 00:51:13.990
And then guess what happened?

00:51:14.311 --> 00:51:14.751
People were like,

00:51:14.791 --> 00:51:15.592
that's not going to work.

00:51:15.871 --> 00:51:16.771
And then five years later,

00:51:16.992 --> 00:51:18.452
John has a second location in Florida,

00:51:18.472 --> 00:51:18.813
New York.

00:51:20.373 --> 00:51:21.514
Why is there a Florida, New York?

00:51:21.795 --> 00:51:22.295
I don't know.

00:51:22.496 --> 00:51:23.576
Why are we Orange County?

00:51:23.596 --> 00:51:24.556
There's no oranges here.

00:51:24.577 --> 00:51:26.018
I don't know.

00:51:26.038 --> 00:51:27.217
We're the original Orange County,

00:51:27.318 --> 00:51:27.998
California.

00:51:28.278 --> 00:51:29.679
And this is where Orange County choppers

00:51:29.719 --> 00:51:29.880
are from.

00:51:30.000 --> 00:51:30.880
It's not California.

00:51:30.900 --> 00:51:31.641
It's Orange County.

00:51:31.800 --> 00:51:32.302
Oh, wow.

00:51:32.661 --> 00:51:33.501
Yeah, dude.

00:51:33.762 --> 00:51:34.663
I went to high school with Mikey.

00:51:36.204 --> 00:51:36.824
I had no idea.

00:51:36.864 --> 00:51:39.565
I thought it was California.

00:51:39.666 --> 00:51:39.746
No,

00:51:39.806 --> 00:51:40.847
I went to high school with Mike Tuttle.

00:51:41.721 --> 00:51:42.541
People are like, what's he like?

00:51:42.561 --> 00:51:43.641
I'm like, did you ever watch the show?

00:51:43.661 --> 00:51:44.621
And they're like, yes.

00:51:44.641 --> 00:51:45.322
I'm like,

00:51:45.342 --> 00:51:46.882
Mikey did no acting in that show.

00:51:46.902 --> 00:51:48.684
No acting.

00:51:48.704 --> 00:51:50.025
He was that guy in high school.

00:51:50.065 --> 00:51:53.365
He was just a big, lovable, crazy guy.

00:51:53.547 --> 00:51:53.766
Awesome.

00:51:53.806 --> 00:51:54.027
Anyway,

00:51:54.467 --> 00:51:55.608
right across the street from my high

00:51:55.628 --> 00:51:55.847
school.

00:51:55.907 --> 00:51:57.168
And then he expanded to Florida, New York.

00:51:57.188 --> 00:51:57.608
Florida,

00:51:57.889 --> 00:51:59.809
probably a half hour to forty minutes

00:51:59.849 --> 00:52:00.170
away.

00:52:01.030 --> 00:52:02.670
Because that's how far people are willing

00:52:02.710 --> 00:52:03.871
to drive for PT.

00:52:04.211 --> 00:52:06.652
So he's like, boop.

00:52:06.672 --> 00:52:08.012
The only thing I would change is I

00:52:08.032 --> 00:52:09.134
would make it unlimited access.

00:52:10.240 --> 00:52:11.021
I'm going to ask you a couple more

00:52:11.061 --> 00:52:11.362
questions.

00:52:11.402 --> 00:52:12.902
And I know that it would be better

00:52:12.922 --> 00:52:14.422
if we actually had your boy Mike on

00:52:14.463 --> 00:52:14.643
here.

00:52:16.304 --> 00:52:17.123
John, excuse me.

00:52:17.164 --> 00:52:18.545
Mike was the choppers guy.

00:52:19.284 --> 00:52:20.724
John, so do you know,

00:52:20.824 --> 00:52:22.266
like with his active population,

00:52:22.346 --> 00:52:25.467
do you happen to know like his avatar,

00:52:25.507 --> 00:52:29.349
like his ideal client for the therapy

00:52:29.389 --> 00:52:29.628
side?

00:52:30.188 --> 00:52:30.869
Is it on the website?

00:52:31.550 --> 00:52:33.650
I see runners, active adults.

00:52:33.811 --> 00:52:34.630
That's it.

00:52:34.670 --> 00:52:34.871
Bing.

00:52:35.471 --> 00:52:36.132
I designed the website.

00:52:36.871 --> 00:52:37.452
A long time ago.

00:52:37.492 --> 00:52:38.693
Someone has now judged it up.

00:52:38.733 --> 00:52:40.775
But I built the roots and I can't

00:52:40.795 --> 00:52:41.315
build websites.

00:52:41.795 --> 00:52:42.416
But I was literally like,

00:52:42.436 --> 00:52:43.177
if you want active...

00:52:43.916 --> 00:52:45.378
He's a baseball dude.

00:52:45.398 --> 00:52:47.619
His kids are insane athletes.

00:52:47.840 --> 00:52:48.880
Gymnastics and baseball.

00:52:51.121 --> 00:52:53.483
So he wants... He's a sports guy, right?

00:52:55.224 --> 00:52:57.387
My former graphic designer from the radio

00:52:57.407 --> 00:52:58.347
station designed his logo.

00:52:59.327 --> 00:53:00.349
The circle with a little guy in it.

00:53:01.561 --> 00:53:02.541
That's my guy, John King.

00:53:03.242 --> 00:53:04.742
Look him up.

00:53:04.762 --> 00:53:05.362
That's who he wants.

00:53:05.382 --> 00:53:06.262
He wants active people.

00:53:06.483 --> 00:53:08.083
But he'll take anybody who wants to be

00:53:08.123 --> 00:53:09.704
like a sixty five year old person who

00:53:09.724 --> 00:53:11.143
wants to be active as John's person.

00:53:11.525 --> 00:53:12.985
He really he wants a psychographic,

00:53:13.005 --> 00:53:13.724
not a demographic.

00:53:14.005 --> 00:53:15.565
He wants do you are you willing to

00:53:15.606 --> 00:53:17.067
invest in your health and get your stuff

00:53:17.086 --> 00:53:18.246
together and get back to doing?

00:53:18.327 --> 00:53:19.146
I don't care what you do.

00:53:19.427 --> 00:53:20.007
Can you do it?

00:53:20.708 --> 00:53:21.007
Yes.

00:53:21.327 --> 00:53:22.007
If you work with me.

00:53:22.148 --> 00:53:22.429
Yes.

00:53:22.489 --> 00:53:23.429
If you trust me, we can do it.

00:53:23.849 --> 00:53:24.829
He's the guy I go to.

00:53:25.110 --> 00:53:28.050
And that's why he has a second location.

00:53:28.090 --> 00:53:28.731
Simple, not easy.

00:53:29.519 --> 00:53:30.920
do you do you think and again i

00:53:30.940 --> 00:53:32.661
know there's a question because if he's

00:53:32.722 --> 00:53:34.802
here it would be for him but when

00:53:34.882 --> 00:53:36.884
you have the the red light therapy the

00:53:36.943 --> 00:53:39.585
sauna this that do you feel like there's

00:53:39.644 --> 00:53:42.467
always close to consistent crossover of

00:53:42.507 --> 00:53:44.347
like your ideal client is on the physical

00:53:44.387 --> 00:53:46.329
therapy side they're a runner they're uh

00:53:46.349 --> 00:53:48.030
they're an active mom who's you know

00:53:48.070 --> 00:53:50.471
coming off of uh you know postpartum stuff

00:53:51.231 --> 00:53:53.152
whoever it is a weekend warrior baseball

00:53:53.193 --> 00:53:55.954
player ex-baseball player do you think the

00:53:55.994 --> 00:53:57.494
same subset of those folks

00:53:58.786 --> 00:54:00.226
do the health and wellness membership.

00:54:00.246 --> 00:54:01.226
Cause then it's a, it's a different,

00:54:01.347 --> 00:54:02.288
it's a slightly different offering.

00:54:02.307 --> 00:54:02.807
It's the same,

00:54:03.248 --> 00:54:04.248
it's at the same brick and mortar

00:54:04.289 --> 00:54:04.849
location,

00:54:05.528 --> 00:54:07.550
but it's the service is different.

00:54:07.630 --> 00:54:10.831
It's more like it's, you know, amenities,

00:54:10.871 --> 00:54:13.213
but it's kind of like solo and there's

00:54:13.333 --> 00:54:15.034
no like, and,

00:54:15.134 --> 00:54:16.974
and of course these two can cross over.

00:54:16.994 --> 00:54:18.456
These two can refer, you know,

00:54:18.476 --> 00:54:20.376
clients from one service to the other,

00:54:20.396 --> 00:54:21.456
which, and that's the beautiful thing.

00:54:21.476 --> 00:54:22.697
That's why he built it obviously.

00:54:23.257 --> 00:54:24.398
And so kudos to him.

00:54:25.478 --> 00:54:27.480
uh i'm always curious like as folks have

00:54:27.500 --> 00:54:29.900
this and they're rolling it out um what's

00:54:29.940 --> 00:54:31.481
like the what's the crossover like like

00:54:31.501 --> 00:54:34.521
for example with all the health and

00:54:34.541 --> 00:54:35.922
wellness service stuff the red light

00:54:35.943 --> 00:54:38.923
therapy the sauna all that i'm i would

00:54:38.943 --> 00:54:40.364
i would love to ask him like is

00:54:40.425 --> 00:54:40.804
it just

00:54:41.925 --> 00:54:43.306
folks that are a thirty five year old

00:54:43.447 --> 00:54:45.467
and plus are they forty or forty five

00:54:45.487 --> 00:54:47.027
year old and plus to do it is

00:54:47.128 --> 00:54:49.168
it a lot of sixteen year old baseball

00:54:49.188 --> 00:54:50.869
players like I would just be curious as

00:54:50.889 --> 00:54:53.090
to like what he sees with the flow

00:54:53.110 --> 00:54:55.831
of the demographic going to the sauna

00:54:56.190 --> 00:54:58.331
compression red light therapy

00:54:58.842 --> 00:54:59.943
Of all of my friends,

00:55:00.023 --> 00:55:01.804
John would be the least happy if I

00:55:01.844 --> 00:55:02.344
spoke for him.

00:55:03.085 --> 00:55:05.387
We should have him on.

00:55:05.427 --> 00:55:06.487
I'm texting him right now.

00:55:07.047 --> 00:55:07.768
If he texts me back,

00:55:07.788 --> 00:55:08.568
I want to be like, call,

00:55:08.588 --> 00:55:09.889
because I can pipe him in.

00:55:10.429 --> 00:55:11.949
Here's what I see anecdotally,

00:55:11.989 --> 00:55:13.411
and then I'll let John answer when we

00:55:13.431 --> 00:55:14.030
get a response,

00:55:14.090 --> 00:55:16.932
either today or next live stream.

00:55:17.612 --> 00:55:18.994
I see the range of people,

00:55:19.014 --> 00:55:19.875
because I drive by.

00:55:20.014 --> 00:55:20.695
I drive by all the time,

00:55:20.735 --> 00:55:21.775
and I peek, and he's smart.

00:55:21.795 --> 00:55:22.775
He keeps the windows open.

00:55:22.856 --> 00:55:24.376
You see right in from a very busy

00:55:24.416 --> 00:55:24.777
highway.

00:55:24.918 --> 00:55:25.418
Not stupid.

00:55:25.557 --> 00:55:26.097
Big sign.

00:55:26.759 --> 00:55:26.878
Um...

00:55:27.923 --> 00:55:28.664
I see a range.

00:55:28.804 --> 00:55:31.306
I do see the sixteen year old kid

00:55:31.326 --> 00:55:33.126
who's playing high school baseball.

00:55:33.766 --> 00:55:36.228
I see the dude my age who just

00:55:36.268 --> 00:55:38.949
wants to not stop playing beer league

00:55:38.969 --> 00:55:39.329
hockey.

00:55:39.608 --> 00:55:40.730
And I've seen older adults.

00:55:41.269 --> 00:55:43.050
So it's more psychographic than it is

00:55:43.090 --> 00:55:43.650
demographic.

00:55:44.561 --> 00:55:45.742
Um, that's my anecdote,

00:55:45.882 --> 00:55:47.244
but that's also like if you,

00:55:47.744 --> 00:55:49.105
and that's also who he shares on his

00:55:49.144 --> 00:55:51.646
socials at which I wish he would share

00:55:51.686 --> 00:55:51.967
more,

00:55:52.086 --> 00:55:53.827
which he would just hire my buddy drew

00:55:53.867 --> 00:55:55.068
and shoot a bajillion things.

00:55:55.108 --> 00:55:57.030
But, um, you have to,

00:55:57.130 --> 00:55:57.931
if I don't see me,

00:55:57.971 --> 00:55:58.951
I don't think it's for me.

00:55:59.911 --> 00:56:00.072
Um,

00:56:00.231 --> 00:56:01.813
but people I've seen when I've just walked

00:56:01.853 --> 00:56:04.514
in to say hi is not one area.

00:56:04.635 --> 00:56:06.295
It's a more of a psychographic than it

00:56:06.335 --> 00:56:07.356
is a demographic, I think.

00:56:08.246 --> 00:56:09.467
I think there's going to be a skew,

00:56:09.527 --> 00:56:09.786
right?

00:56:10.266 --> 00:56:11.728
There's going to be less seventy-year-olds

00:56:11.768 --> 00:56:13.887
who are active, and that's unfortunate.

00:56:14.989 --> 00:56:16.769
But the ones that want to in this

00:56:16.829 --> 00:56:18.289
thirty-mile radius, go there.

00:56:19.411 --> 00:56:20.150
Seth Godin would say,

00:56:20.210 --> 00:56:21.652
people like us do things like this.

00:56:22.331 --> 00:56:23.211
But they're also smart.

00:56:23.313 --> 00:56:25.512
I see what they're doing in public.

00:56:25.572 --> 00:56:27.293
They're starting a run club.

00:56:27.393 --> 00:56:28.474
They did that a few months ago,

00:56:28.494 --> 00:56:30.615
and I was like, ding!

00:56:30.715 --> 00:56:31.536
Moneyball.

00:56:31.896 --> 00:56:33.516
Even if it, quote, doesn't go anywhere.

00:56:34.521 --> 00:56:35.282
it's going like,

00:56:35.302 --> 00:56:36.422
even if you just talked about it,

00:56:36.663 --> 00:56:38.103
even like they're not lying,

00:56:38.123 --> 00:56:38.443
but I'm saying,

00:56:38.523 --> 00:56:39.664
even if your clinic and your,

00:56:39.804 --> 00:56:41.385
even if you just lied and posted fake

00:56:41.405 --> 00:56:42.606
videos about the run club that never

00:56:42.666 --> 00:56:44.987
existed enough juice from that,

00:56:45.168 --> 00:56:46.007
I'm not advocating lying.

00:56:46.047 --> 00:56:46.429
Don't lie.

00:56:46.449 --> 00:56:48.429
But I'm just saying, even just seeing it,

00:56:48.489 --> 00:56:50.130
even if someone never went to your run

00:56:50.170 --> 00:56:52.411
club, they'd still be like, Oh,

00:56:52.452 --> 00:56:54.472
they're for people like active, like me.

00:56:54.612 --> 00:56:55.034
Oh yeah.

00:56:55.134 --> 00:56:56.313
I'm like, even if you're not a runner,

00:56:56.333 --> 00:56:57.014
you're like, well,

00:56:57.034 --> 00:56:58.215
I'm a beer league hockey guy.

00:56:58.255 --> 00:56:59.436
So that that's kind of, for me,

00:56:59.496 --> 00:57:01.077
not the average place with beige walls.

00:57:02.454 --> 00:57:02.934
See what I mean?

00:57:03.056 --> 00:57:04.277
Like even in this.

00:57:04.536 --> 00:57:05.697
And John was the first to say,

00:57:05.717 --> 00:57:06.518
I will have to call him out.

00:57:06.918 --> 00:57:09.181
People don't make decisions where to go on

00:57:09.240 --> 00:57:11.182
social media, not in this zip code.

00:57:11.222 --> 00:57:11.603
And I'm like,

00:57:13.224 --> 00:57:14.746
because John wasn't a social media guy.

00:57:15.005 --> 00:57:15.487
He's not.

00:57:15.927 --> 00:57:16.248
And I'm like,

00:57:16.547 --> 00:57:18.929
then that is confirmation bias.

00:57:18.949 --> 00:57:19.851
But now but now he is.

00:57:20.811 --> 00:57:22.112
I, and here's why I think,

00:57:23.072 --> 00:57:24.532
or his team have a whole episode.

00:57:24.612 --> 00:57:24.873
Yes.

00:57:25.074 --> 00:57:27.034
His team is a little bit younger and,

00:57:27.054 --> 00:57:28.376
and, and more social.

00:57:28.835 --> 00:57:32.117
The, his front desk admin is, is quiet.

00:57:32.237 --> 00:57:33.298
Like John, John's a little,

00:57:33.378 --> 00:57:33.978
John's not like me.

00:57:34.059 --> 00:57:34.800
I'm all over the place.

00:57:35.581 --> 00:57:36.880
I think his front desk person.

00:57:36.920 --> 00:57:39.103
And I think his staff have chipped away

00:57:39.143 --> 00:57:40.744
at him and just been like, Hey, listen,

00:57:40.824 --> 00:57:41.543
why don't we try it?

00:57:41.824 --> 00:57:42.385
Like Dave,

00:57:42.405 --> 00:57:43.706
Jimmy would come in and be like blowing

00:57:43.885 --> 00:57:45.427
everything out tomorrow.

00:57:45.447 --> 00:57:46.347
We're changing everything.

00:57:46.708 --> 00:57:47.827
Cause I move fast and break things.

00:57:48.188 --> 00:57:49.949
I think, and this is anecdotally,

00:57:50.429 --> 00:57:52.972
The change at Resolve Physical Therapy has

00:57:53.012 --> 00:57:54.952
come because he hired one PT.

00:57:55.434 --> 00:57:56.373
Then he hired another.

00:57:56.693 --> 00:57:57.655
Then he hired another.

00:57:58.295 --> 00:57:59.396
And they've slowly just said,

00:57:59.577 --> 00:58:00.177
why don't we try this?

00:58:00.277 --> 00:58:01.617
And when you hear someone like a

00:58:01.657 --> 00:58:02.918
woodpecker just pecking a little,

00:58:03.059 --> 00:58:05.760
eventually John's like, all right, fine,

00:58:06.300 --> 00:58:06.541
fine.

00:58:07.141 --> 00:58:07.442
Show me.

00:58:08.061 --> 00:58:09.123
And then a little win.

00:58:09.844 --> 00:58:10.664
And then another little win.

00:58:11.105 --> 00:58:12.945
And I think that's how things change.

00:58:15.668 --> 00:58:16.630
I love it.

00:58:16.650 --> 00:58:18.050
I was looking on their social media to

00:58:18.110 --> 00:58:20.692
see if they're showing what type of

00:58:21.291 --> 00:58:24.414
clients or patients or customers are using

00:58:24.454 --> 00:58:26.775
the sauna, red light therapy,

00:58:26.855 --> 00:58:27.954
compression boots, all that.

00:58:29.155 --> 00:58:30.317
And I don't see it.

00:58:30.336 --> 00:58:31.297
So that also,

00:58:31.476 --> 00:58:32.257
I was trying to see if I could

00:58:32.318 --> 00:58:33.378
answer my question that way.

00:58:33.757 --> 00:58:35.438
And you should be seeing it because if

00:58:35.518 --> 00:58:36.500
I launched a new product,

00:58:36.519 --> 00:58:37.239
you know what I would do for the

00:58:37.260 --> 00:58:38.400
next sixty days?

00:58:38.601 --> 00:58:39.400
Only that product.

00:58:39.440 --> 00:58:39.922
I would triple.

00:58:39.942 --> 00:58:41.181
I would do ninety percent of that product

00:58:41.202 --> 00:58:42.182
and ten percent of everything else.

00:58:42.762 --> 00:58:44.664
I would make an insane offer for the

00:58:44.724 --> 00:58:45.443
first three months.

00:58:45.483 --> 00:58:46.963
It's a hundred dollars unlimited access.

00:58:46.983 --> 00:58:47.545
All right, fine.

00:58:47.965 --> 00:58:48.945
Let's, let's reel it back.

00:58:49.005 --> 00:58:49.905
You're not going to let someone in there

00:58:49.925 --> 00:58:50.865
at three o'clock in the morning,

00:58:50.925 --> 00:58:52.106
but during our open hours,

00:58:52.226 --> 00:58:53.786
if you walk in and you reserve a

00:58:53.847 --> 00:58:54.266
time,

00:58:54.967 --> 00:58:56.847
you have unlimited access to the recovery

00:58:56.867 --> 00:58:58.288
room as many times as you want.

00:58:58.547 --> 00:58:59.829
The average person is not going to just

00:58:59.869 --> 00:59:00.188
pull up.

00:59:01.248 --> 00:59:02.070
And just live there.

00:59:02.289 --> 00:59:03.010
And if they are,

00:59:03.409 --> 00:59:04.670
we'll deal with that problem later.

00:59:04.971 --> 00:59:06.032
But to kick it off,

00:59:06.692 --> 00:59:08.333
this is how Walmart got started.

00:59:08.952 --> 00:59:12.014
Walmart rolled into town and found the

00:59:12.054 --> 00:59:13.795
high school prom queen and the high school

00:59:13.835 --> 00:59:15.577
quarterback from thirty years ago.

00:59:16.157 --> 00:59:17.717
And they hired them and made them managers

00:59:17.737 --> 00:59:18.179
and greeters.

00:59:18.818 --> 00:59:21.000
Because everybody in town knows Steve,

00:59:21.019 --> 00:59:22.061
who was the high school quarterback.

00:59:23.262 --> 00:59:24.262
And then Steve just goes, oh,

00:59:24.282 --> 00:59:25.023
I'm over at Walmart.

00:59:25.342 --> 00:59:25.702
See, dude,

00:59:25.722 --> 00:59:27.164
they got a chainsaw for thirty eight

00:59:27.204 --> 00:59:27.503
dollars.

00:59:27.543 --> 00:59:27.764
It's insane.

00:59:27.784 --> 00:59:28.945
I'm going to buy four of them.

00:59:29.545 --> 00:59:31.588
That is powerful.

00:59:31.887 --> 00:59:32.449
Question it.

00:59:32.608 --> 00:59:34.351
I think they're the richest family in the

00:59:34.371 --> 00:59:34.992
United States.

00:59:36.068 --> 00:59:40.409
So maybe Jimmy's just insane,

00:59:40.550 --> 00:59:41.829
or maybe I think you should just steal

00:59:41.849 --> 00:59:43.731
the strategy of what these organizations

00:59:43.751 --> 00:59:44.650
do and adopt it for yourself.

00:59:44.831 --> 00:59:45.931
So that's the only thing I would give

00:59:45.951 --> 00:59:46.472
a critique.

00:59:46.492 --> 00:59:48.211
John never asked for this,

00:59:48.612 --> 00:59:49.112
but he got it.

00:59:49.351 --> 00:59:50.152
That's the only thing I would ask,

00:59:50.213 --> 00:59:51.753
I'll give a critique for, for Resolve,

00:59:51.893 --> 00:59:54.134
is I do not want to see one

00:59:54.233 --> 00:59:54.994
session price.

00:59:56.713 --> 00:59:57.434
You know what I would do a one

00:59:57.474 --> 00:59:58.974
session price for, Dave?

00:59:59.614 --> 01:00:01.454
A dollar.

01:00:01.474 --> 01:00:02.755
Your first twenty minutes is a dollar.

01:00:03.235 --> 01:00:03.576
For a trial?

01:00:03.596 --> 01:00:03.735
Yeah.

01:00:04.211 --> 01:00:05.213
Yeah, it's a dollar.

01:00:06.094 --> 01:00:06.733
It's a dollar.

01:00:07.534 --> 01:00:07.815
Do it.

01:00:08.675 --> 01:00:09.815
And then I'd say it's,

01:00:10.097 --> 01:00:11.056
what would you price that at?

01:00:11.318 --> 01:00:13.458
Unlimited recovery room access.

01:00:13.940 --> 01:00:15.440
You can't get that anywhere within a

01:00:15.760 --> 01:00:19.403
forty-five minute drive of this town.

01:00:19.523 --> 01:00:21.206
His price for three times a week

01:00:22.144 --> 01:00:23.865
is one-seventy-nine per month,

01:00:24.445 --> 01:00:25.827
but most likely... Wait,

01:00:25.847 --> 01:00:27.166
does he have a monthly price on there?

01:00:27.706 --> 01:00:28.427
Dude, you cut me off.

01:00:28.447 --> 01:00:29.447
There were three tiers.

01:00:30.068 --> 01:00:30.449
Sorry.

01:00:30.829 --> 01:00:31.268
It's all right.

01:00:31.809 --> 01:00:32.509
I don't have it up now.

01:00:32.528 --> 01:00:32.849
Let me see.

01:00:32.909 --> 01:00:34.030
It was like eighty-nine,

01:00:34.250 --> 01:00:35.570
a hundred something,

01:00:35.610 --> 01:00:36.831
maybe a hundred and twenty-five,

01:00:36.851 --> 01:00:37.391
a hundred and twenty-nine,

01:00:37.411 --> 01:00:37.891
something like that,

01:00:37.931 --> 01:00:38.992
and then like one-seventy-nine.

01:00:39.012 --> 01:00:40.932
So there were three pricing tiers.

01:00:41.413 --> 01:00:43.434
I would push John and I would say

01:00:43.634 --> 01:00:45.635
do one-seventy-nine unlimited.

01:00:46.195 --> 01:00:46.976
What's it cost you?

01:00:47.135 --> 01:00:49.376
What's the added overhead for that, Dave?

01:00:49.556 --> 01:00:49.797
Anything?

01:00:51.119 --> 01:00:52.260
Other than the electricity,

01:00:52.480 --> 01:00:54.121
like nothing set up.

01:00:54.320 --> 01:00:54.481
I mean,

01:00:54.501 --> 01:00:56.242
you have to have some person set up

01:00:56.262 --> 01:00:57.204
the compression booths,

01:00:57.664 --> 01:00:58.384
but you already paint.

01:00:58.403 --> 01:00:59.324
They're already there anyway.

01:00:59.965 --> 01:01:00.166
Right.

01:01:00.746 --> 01:01:01.427
And then, okay.

01:01:01.867 --> 01:01:03.027
All right, let's go to the extreme.

01:01:03.148 --> 01:01:04.088
The slippery slope, Jimmy.

01:01:04.108 --> 01:01:04.248
Great.

01:01:05.710 --> 01:01:06.690
You have to book a session and there

01:01:06.710 --> 01:01:07.391
can only be two people.

01:01:07.530 --> 01:01:08.271
Now it's exclusive.

01:01:08.891 --> 01:01:10.612
You got to get in early or you

01:01:10.632 --> 01:01:12.094
could pay five hundred dollars and you

01:01:12.114 --> 01:01:12.815
could skip the line.

01:01:15.273 --> 01:01:16.594
If you got a problem, yo,

01:01:16.733 --> 01:01:17.273
I'll solve it.

01:01:17.673 --> 01:01:19.876
We can, if you have a good problem,

01:01:19.916 --> 01:01:22.217
like, Oh, I literally, Oh my God.

01:01:22.277 --> 01:01:22.657
Last story.

01:01:22.677 --> 01:01:23.518
Then we'll do parting shots.

01:01:24.757 --> 01:01:25.918
When I was in Northeast Pennsylvania

01:01:25.978 --> 01:01:26.880
working for the radio station,

01:01:27.079 --> 01:01:28.481
we got called for a new sponsor,

01:01:28.721 --> 01:01:29.601
a new advertiser.

01:01:30.181 --> 01:01:31.862
This guy bought an old bowling alley.

01:01:33.043 --> 01:01:35.003
So Scranton was the Metro and Wilkes-Barre

01:01:35.023 --> 01:01:35.585
was the Metro.

01:01:35.625 --> 01:01:37.425
And then in between and around was it's

01:01:37.545 --> 01:01:38.065
woods, man.

01:01:38.085 --> 01:01:38.907
I mean, there's some towns,

01:01:38.947 --> 01:01:39.487
but it's rural.

01:01:40.264 --> 01:01:41.925
This guy bought an old bowling alley,

01:01:42.286 --> 01:01:45.188
twenty minutes east of Scranton,

01:01:45.208 --> 01:01:47.269
Pennsylvania, near Lake Wallenpaupack.

01:01:48.630 --> 01:01:51.532
And he put like an ungodly amount of

01:01:51.592 --> 01:01:52.873
money into an old bowling alley.

01:01:53.173 --> 01:01:56.215
But he did laser tag and batting cages

01:01:56.536 --> 01:01:58.858
and an arcade and a bar.

01:02:00.117 --> 01:02:03.240
He's thirty minutes east of Scranton,

01:02:03.320 --> 01:02:04.661
near Lake Wallenpaupack.

01:02:05.581 --> 01:02:06.702
There's no one there.

01:02:07.681 --> 01:02:08.842
And I'm touring it, and he's like,

01:02:08.902 --> 01:02:09.882
how are you going to – my job

01:02:09.902 --> 01:02:10.882
is come in and figure out how to

01:02:10.902 --> 01:02:12.163
tell the story on the radio.

01:02:12.204 --> 01:02:13.503
And he's like, bring the staff,

01:02:13.523 --> 01:02:14.123
and they'll have fun.

01:02:14.143 --> 01:02:15.425
And I'm like, they're in their thirties.

01:02:15.445 --> 01:02:16.485
They don't want to come – whatever,

01:02:16.525 --> 01:02:16.864
but we did.

01:02:17.465 --> 01:02:19.485
Bowling, laser tag, batting cages.

01:02:20.266 --> 01:02:22.286
And I go, I got to ask, man,

01:02:23.206 --> 01:02:28.869
why not do this in Scranton where all

01:02:28.909 --> 01:02:31.050
the people are?

01:02:31.130 --> 01:02:32.070
And he goes –

01:02:33.800 --> 01:02:35.400
how big this parking lot is like i

01:02:35.460 --> 01:02:37.840
got a lot of parking and i'm like

01:02:38.581 --> 01:02:46.983
do you know what you don't have and

01:02:47.003 --> 01:02:48.884
dude hold on here's the clothes he

01:02:49.003 --> 01:02:50.625
literally looked at me he's like oh shit

01:02:51.945 --> 01:02:54.347
He realized he done up.

01:02:54.688 --> 01:02:55.548
He did.

01:02:55.628 --> 01:02:56.309
Welcome to business.

01:02:56.688 --> 01:03:00.472
Welcome to business.

01:03:03.293 --> 01:03:03.735
All right, party.

01:03:03.795 --> 01:03:04.034
Oh, man.

01:03:04.054 --> 01:03:04.454
Well, I'll go.

01:03:04.474 --> 01:03:05.556
I'll go one A, one B, one A.

01:03:05.635 --> 01:03:08.237
I want to see you continue to have

01:03:08.257 --> 01:03:10.880
your offering more to private practices.

01:03:10.900 --> 01:03:11.440
I know.

01:03:11.519 --> 01:03:14.041
Speed to customer, speed to delivery.

01:03:14.742 --> 01:03:16.344
Testimonials will come faster.

01:03:16.403 --> 01:03:18.204
Results come faster because of the

01:03:18.224 --> 01:03:19.425
decisions are faster.

01:03:21.672 --> 01:03:23.021
totally understand the long-term play of

01:03:23.443 --> 01:03:24.369
all these, uh,

01:03:26.106 --> 01:03:26.586
agencies,

01:03:26.806 --> 01:03:28.827
associations that you already have a lot

01:03:28.887 --> 01:03:29.527
of connections with.

01:03:29.608 --> 01:03:30.329
I get it.

01:03:30.989 --> 01:03:35.449
You want to squeeze the juice out of

01:03:35.670 --> 01:03:36.951
the association fruit.

01:03:37.971 --> 01:03:38.291
I get it.

01:03:39.110 --> 01:03:41.192
And then just the health and wellness

01:03:41.211 --> 01:03:41.492
stuff.

01:03:41.811 --> 01:03:43.032
I always love riffing on this stuff.

01:03:43.072 --> 01:03:46.094
So I think it's part of the future

01:03:46.114 --> 01:03:46.833
of physical therapy,

01:03:47.293 --> 01:03:48.454
whatever you want to call the future of

01:03:48.474 --> 01:03:51.215
physical therapy with the self-paced

01:03:51.235 --> 01:03:51.494
stuff.

01:03:51.675 --> 01:03:53.456
And the beautiful thing that we kind of...

01:03:53.916 --> 01:03:55.336
know what we talked about but like the

01:03:55.376 --> 01:03:58.639
red light the sauna the compression boots

01:03:58.659 --> 01:04:01.402
whatever people are paying out of pocket

01:04:01.442 --> 01:04:03.123
for those things and they're like yeah of

01:04:03.143 --> 01:04:04.364
course that makes sense like they're of

01:04:04.403 --> 01:04:06.405
course that makes sense like it's twenty

01:04:06.425 --> 01:04:08.367
bucks one seventy nine whatever like

01:04:08.427 --> 01:04:10.829
people so you're finding spenders you're

01:04:10.849 --> 01:04:11.969
finding people that are opening their

01:04:12.010 --> 01:04:13.550
wallet for the health and wellness

01:04:14.655 --> 01:04:16.297
amenities or offerings.

01:04:16.898 --> 01:04:18.740
And that's why it's so genius by John

01:04:18.760 --> 01:04:19.842
and so many other people that are doing

01:04:19.882 --> 01:04:21.684
it, where it crosses over like, oh,

01:04:21.744 --> 01:04:23.306
and then also like when you're trying to

01:04:23.367 --> 01:04:24.789
run and now you have aches and pains,

01:04:25.570 --> 01:04:26.532
we have physical therapy.

01:04:26.592 --> 01:04:27.873
And oh, by the way, like, yeah,

01:04:27.893 --> 01:04:28.653
it's a higher dollar amount.

01:04:28.673 --> 01:04:29.936
Maybe it's one seventy nine a visit or

01:04:29.976 --> 01:04:30.717
whatever he charges.

01:04:32.278 --> 01:04:33.338
whatever they charge out of pocket but

01:04:33.358 --> 01:04:35.199
it's like they already have found spenders

01:04:35.360 --> 01:04:37.219
or you have the patients on that are

01:04:37.260 --> 01:04:39.740
already spenders and now they're like i

01:04:39.760 --> 01:04:41.780
don't need the one-on-one pt anymore but i

01:04:42.101 --> 01:04:43.541
i do like this health and wellness stuff

01:04:43.942 --> 01:04:45.882
and you keep them in your ecosystem on

01:04:46.003 --> 01:04:48.003
emails and they stop in you know in

01:04:48.043 --> 01:04:49.844
person and then when a new ache or

01:04:49.864 --> 01:04:52.143
pain pops up they sleep wrong one night

01:04:52.164 --> 01:04:53.324
and they wake up with a stiff neck

01:04:53.364 --> 01:04:54.625
or like a dead shoulder or whatever

01:04:55.364 --> 01:04:55.824
They're like, oh,

01:04:55.864 --> 01:04:56.905
I was already going to go for the

01:04:57.146 --> 01:04:57.505
red light.

01:04:57.565 --> 01:04:58.505
And now it's like, let me...

01:04:58.925 --> 01:05:01.827
So both those two offerings are just so

01:05:01.967 --> 01:05:05.108
synergistic just to have like a stupid

01:05:05.148 --> 01:05:05.708
business term.

01:05:05.728 --> 01:05:07.128
But like the synergies between those two

01:05:07.148 --> 01:05:07.568
make sense.

01:05:08.608 --> 01:05:09.728
I would need someone to give me a

01:05:09.789 --> 01:05:11.230
very good explanation of why they wouldn't

01:05:11.289 --> 01:05:12.630
do things the way we're talking about

01:05:12.650 --> 01:05:12.789
them.

01:05:12.949 --> 01:05:13.349
And again,

01:05:13.510 --> 01:05:15.590
maybe we're both wrong and we're crazy,

01:05:15.630 --> 01:05:16.911
but Dave's the guy out there doing it.

01:05:16.990 --> 01:05:18.070
Jimmy is the guy in front of the

01:05:18.090 --> 01:05:19.452
dry erase board looking like a crazy

01:05:19.472 --> 01:05:19.731
person.

01:05:19.771 --> 01:05:20.672
But... Where are they?

01:05:20.811 --> 01:05:21.231
Where are they?

01:05:21.271 --> 01:05:22.952
I need you to convince me I'm wrong

01:05:23.012 --> 01:05:23.432
for this one.

01:05:23.972 --> 01:05:25.614
I would say understand what business

01:05:25.635 --> 01:05:25.974
you're in.

01:05:26.054 --> 01:05:28.056
APTA academies are in the belonging

01:05:28.097 --> 01:05:29.458
business, not the CEU business.

01:05:29.498 --> 01:05:32.539
Clinics are in the can you guide me

01:05:32.559 --> 01:05:35.282
business, not the intervention business.

01:05:35.541 --> 01:05:36.063
So for John,

01:05:36.103 --> 01:05:38.804
having PT next to a recovery room shows

01:05:38.844 --> 01:05:40.666
me he understands what business he's

01:05:40.726 --> 01:05:41.306
actually in.

01:05:41.927 --> 01:05:43.949
We're back on Thursday.

01:05:44.168 --> 01:05:45.550
We'll have more of this.

01:05:46.351 --> 01:05:48.331
Follow Dave on the Dave Kittle Show on

01:05:48.391 --> 01:05:48.911
YouTube.

01:05:48.952 --> 01:05:51.034
Tony Meritato, Total Therapy Solutions.

01:05:51.253 --> 01:05:52.954
I'm on PT Pinecast and Concierge.

01:05:52.994 --> 01:05:54.115
Pain relief, CPR.

01:05:54.496 --> 01:05:55.297
I got to get new hats.

01:05:55.317 --> 01:05:57.177
Get a little dirty from baseball.

01:05:57.418 --> 01:05:59.440
I never noticed it was CPR until I

01:05:59.460 --> 01:06:00.940
started doing the post and I wanted to

01:06:00.960 --> 01:06:01.342
shorten it.

01:06:01.621 --> 01:06:02.481
CPR is good.

01:06:02.862 --> 01:06:03.943
That's a thing.

01:06:04.043 --> 01:06:04.844
Oh, get better.

01:06:05.264 --> 01:06:05.644
Emergency.

01:06:05.724 --> 01:06:06.244
Emergency.

01:06:06.264 --> 01:06:06.846
People alive.

01:06:07.106 --> 01:06:07.565
Four hours.

01:06:09.067 --> 01:06:09.907
We're back on Thursday.