Why LEVELING UP is a skill most chiropractors never learn… And what you can do about it

Why LEVELING UP is a skill most chiropractors never learn… And what you can do about it


In chiropractic school, we learn how to help patients achieve health and well-being naturally and holistically. What a GIFT! We create miracles every day in our practices. And, as years of practice accumulate, and with additional clinical training, we add more tools to our clinical toolbox to level up and help even more people. But what about running the business? What about pushing through a perceived or real ceiling for our practice? Why are SO many chiropractors stuck and can’t get to their next level of genius? The answer is many times a lack of knowledge. Chiropractors stuck at the same level don’t even know what they don’t know. It’s called the Dunning-Kreuger effect.

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They are stuck in the peak of “Mount Stupid” (high confidence, low competence) or the “Valley of Despair” (low confidence, low competence). My goal is to guide you along your journey up the slope of enlightenment by sharing the key constructs of breaking through the ceiling and leveling up. Here’s where it starts:










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Nothing is harder than leading a team of people to a BIG vision. It starts with you, the leader. The business science says one of the most important traits of being a great leader is self-awareness.  We must understand how to leverage our strengths and account for our weaknesses. Utilizing validated personality tests and strength assessments in regular intervals will provide insights as to who you are, what you believe, and how you behave – a critical element of your core value’s DNA. Moreover, benchmarking your scores on assessments like Angela Duckworth’s Grit Scale® will provide a great benchmark upon which to improve.

Another critical step in evolving your leadership skills is performing regular 360s. You want to have your team evaluate YOUR performance. Yes, that’s what I said. It will help you to uncover blind spots that are holding you, your team, and your practice back.  It can be a painful exercise, but the gain is worth the pain.


I read Jim Collins’ book, Good to Great, many years ago. But one of the main lessons that have stayed with me is “First Who, Then What.”  It’s so damn true. You can have the most amazing idea, product, service, strategy, etc., but none of it matters unless you have the right people to make it all happen.

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So have the right people, in the right seat, doing the right work, at the right time, the right way. Where does all of this begin? A smart recruiting strategy that focuses on finding individuals that align with your core values. Doing behavioral-based interviewing, personality/strength assessments, engaging onboarding, and continuous training and development all increase the probability of building a winning culture that can be tenacious in tough times and explosive in great times.



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Musculoskeletal conditions continue to be the top cause of disability worldwide, so there is no shortage of potential new patients. What there is a shortage of is leaders who work every day to identify and hone their zone of practice genius that is like no other healthcare provider.

Seth Godin, arguably the world’s best marketing expert stated, “The only way to be indispensable is to be different.” If your practice is gone tomorrow, and someone else can fill your role, you have not properly differentiated. Hitting that ceiling of growth? Find innovation and breakthrough!




There’s only one thing worse than not being able to acquire new patients…not being able to keep them. The business case is obvious, but it goes even deeper. Patients who don’t complete care plans may have their issues come back, and those are the patients who can ultimately kill your brand… “They didn’t help me.” It doesn’t matter that they stopped too soon, and didn’t adhere appropriately. They believe their poor outcome is YOUR fault, and their perception affects your reality.


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Patient education alone is not enough to drive retention to a prescribed care plan. It’s about building trust and meeting patients where they are. The most successful practices build strong and deep relationships with their patients AND create remarkable experiences both offline and ONLINE. Digital experiences are not the future. Patients are expecting a digital experience with their doctor now, and those who fill this need are the ones who break through and level up.


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HIPAA, OSHA, CEU’s…I mean how many more acronyms do we need?!? The bottom line, it’s probably the least fun part of our careers, but it’s a requirement, so suck it up cupcake. Building simple and effective processes to train your team on these critical responsibilities may not grow our practices, but it certainly ensures that we aren’t fined by the regulators and end up in jail, or worse, in front of our regulatory boards!

And guess who else wants your money? Insurance companies have line items on their P&L’s for provider recoupments. If you don’t have your documentation in order, sooner or later you will pay the piper. Doing voluntary coding and documentation audits helps you to identify your weak points, and shore them up. Do it now, because if you don’t, the price to pay can put you out of business.


Kaizenovate! Yes, that’s what I said. Make a conscious decision to continuously improve and innovate. It could be in one big step, or it could be 20 little steps, but staying stagnant is the surest possible way to never being able to level up and build the practice and life you want and deserve.

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When you take a step back, look around, and connect with patients in a human-centered way to identify what they need and value, opportunities to innovate value are endless. New CPT codes are created every year, and with the rise of digital health, there are REAL opportunities for healthcare professionals to create exponential value and get paid appropriately for it. Early adopters will be the winners in this game, and so will their patients.


🛑We’re super pumped to announce that we’ve gathered all the summit insights and packed them into a nifty bundle designed specifically to help you break through, grow your practice exponentially and become the chiropractic rockstar you know you are! 🚀

Feel like you’re smacking your head against a wall? Dealing with the same challenges on repeat? Haven’t found the secret to ultimate chiropractic freedom? Well, my friend, this is your neon-lit billboard sign, and you’re in the right place at the right time. 🎯

This bundle, is no ordinary pile of content. Oh no, it’s a golden ticket to:

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Remember, a chain is only as strong as its weakest link. So, gather the right crew around you and fast-track your way to victory.

✅ Transform into a Standout Practice 🌟

Attract your perfect patients and master the art of creating magnetic content that propels you into the limelight.

✅ Convert Your Patients into Raving Fans 📣

Forge deeper relationships, whip up a frenzy of fan love, and build an engaged community overflowing with opportunities.

✅ Sleep Like a Baby Knowing You’re in Compliance 😴

Yes, it can feel like a chore, but we’re making it as exciting as possible. We’ve got straightforward strategies to set up your compliance programs in a snap.

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It’s your call – keep doing the same old, same old, or step up and become the best version of yourself. Your future, your freedom, your choice.

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Click here to get Your Business Adjustment Bundle.


Your questions and feedback are always welcome and appreciated!
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Starting From Scratch – Three Key Points on How To Bring in $5000 of Personal Training Revenue

Starting From Scratch – Three Key Points on How To Bring in $5000 of Personal Training Revenue

I talked to 15 to 20 people each month that all seem to ask just a few common questions. In talking to chiropractors, physical therapists, and CrossFit owners, they all wonder where exactly they could start to really push a personal training program.

Everyone sees the benefit. A one on one approach is highly successful for each client or patient. PT is relatively easy to manage (whether you or a contracted trainer is doing the sessions). Selling personal training can boost cash revenue significantly.

Still, many of my conversations start with a baffled look and shrugged shoulders when we talk about how to start.So, here are three action points you can do to begin your PT program leading to 5k of revenue in month one.

1. Form your simple packages and get the word out that you are there to help. People already know and trust you. They need your help in their treatment or are already using your service in some fashion. One of the easiest ways to continue to help serve them is to offer them an opportunity for one on one additional help. Focus on a specific goal, skill, or problem. This does not take away from your existing service, it only adds to it.

Here’s an example.
Kat-a patient at a chiropractor’s office has been seeing the doctor for seven weeks for pain in her hip. She is seeing improvement with the manual therapy treatments and the exercises given to her both in the office and at home. (She is moderately on top of those). She wants to do more exercise, but is nervous about re-injuring herself. She receives emails, sees fliers in The clinic and learns from both the doctor and the staff that she can take advantage of a six week core strengthening concentration program. She learns that in addition to the exercises she has already learned, she will work with her trainer at a more appropriate intensity level with proper progressions focusing on her entire core cylinder. (Hamstrings, glutes, lats). This is not covered under insurance, but there are payment plans and for just six sessions she would see drastic improvement due to the one on one nature of the sessions.

Here are some package examples…

  • One session individual program plans
    • Package examples – 6 session goal specific programs
  • 12 week transformation program that combines with your existing service (1-2 sessions/week)

2. Talk it up. Speak to everyone. Ask them what they feel they need to work on. Remember, they trust you and already have chosen your help. Your emails, flyers, and most importantly-your conversations are simply an opportunity to offer more ways you can help. Simply letting them know about the new programs you’re offering to expand treatment options, or further develop their success to a given goal should only be appreciated since you are already there trusted provider. Turn those casual conversations into a booked brainstorming session. During that session, the main goal is to lead them down the path of the specific program that might give them the best help

3. Targeted email marketing. Here’s where you need to do to get to eventually build a base on which you can eventually rely. My family will often times go to Ruby Tuesday’s. And one of the main reasons why, it’s because we get three coupons each month. We might only see eight or $10, but that’s enough for us to decide to head over there Friday night after horseback riding lessons for my daughter. With personal training, everyone knows it’s fairly expensive. offer you got three special as a significant reduction. Offer 10 sessions at 40% off. Say they have six weeks to complete those sessions with the effort of getting as much result as possible strength and and that loss during that time. If they sign up by a certain date, throw in a free meal plan that best fits with these types of strength training sessions. It’s a fun and exciting time to introduce new personal training programs. Everyone wants a personal trainer – it often times is not in everyone’s budget. However, when you are simply looking to start to build a trusted network, taking 40% off the cost and all of a sudden opens you up to that many more people on your list.

How does the revenue add up?

Conservative guesses on possible sales:

  • 5 people on your 40% special offer.
    • If the normal training rate is 100$/session and you take 40% from that, you would still end up making $600 (assuming they purchase the 10 session package). That is  $3000k total revenue for 5 people.
  • 5 people on your program plan @ $100 per plan, which equals $ 500 total.
  • 3 people on 6 week goal-specific plans- $600 each, which equals $1800 total.

That is $5300 total revenue from those three sources!

If any of the above article speaks to you in someway, reach out to Brian to book a free brainstorming conversation. The idea here is to simply get two professionals together to talk about prioritizing what might be most important in developing a better personal training program.