Episodes

  • PT Marketing Lessons from JAG Physical Therapy’s CMO Ft. Kayla George

    PT Marketing Lessons from JAG Physical Therapy’s CMO Ft. Kayla George
    Jun 25 2026
    Register For Titans of Private Practice Live at https://titansofprivatepractice.com/Private practice physical therapy owners are constantly told they need more leads, better ads, stronger SEO, and a bigger digital presence. But according to Kayla George, Chief Marketing Officer of JAG Physical Therapy, growth does not start with a flashy campaign. It starts with people, community, clear systems, and a willingness to adapt.In this episode of the Grow Your Practice Podcast, Kayla joins Chad Madden to share practical lessons from leading marketing at one of the largest physical therapy organizations in the region. Her insights are especially valuable for PT owners who want to grow without losing sight of their local community or their team culture.The Problem: Marketing Keeps ChangingOne of the biggest challenges for practice owners is that marketing does not stand still. Technology, patient behavior, search engines, and AI tools are evolving quickly. Kayla points out that the marketing tools available today did not exist 20 years ago, and with AI, the landscape is changing almost weekly.That is why she recommends staying close to current trends. Her favorite resource is Morning Brew, specifically its marketing and healthcare newsletters. For busy leaders, the value is simple: a short daily read that helps them stay aware of trends, tools, and industry shifts without spending hours researching.For practice owners, the lesson is clear. You do not need to know everything, but you do need a system for staying current.Key Insight #1: Invest in People FirstWhen asked about the best investment in her marketing department, Kayla does not point to software, campaigns, or technology. Her answer is people.At JAG Physical Therapy, which has grown to nearly 200 locations, marketing is a team-based effort. Kayla emphasizes that culture, collaboration, and shared goals matter more than any individual tool. Technology can help, but the right people make growth sustainable.For private practice owners, this is an important reminder. Your team is not just a cost center. Your team is the engine that carries your brand, patient experience, community reputation, and growth strategy forward.Key Insight #2: Do Not Band-Aid Important InfrastructureKayla also shares a major lesson from COVID. Before the pandemic, JAG was growing quickly and focused heavily on team and culture. Meanwhile, the website needed deeper improvements, but it kept getting patched instead of fully rebuilt.Then COVID hit, and suddenly every patient’s eyes were on the website.That experience forced the team to rethink its digital infrastructure for the next five to ten years. The result was a stronger, more robust digital foundation.The takeaway for PT owners is simple: do not keep delaying the systems you know will matter. Your website, digital presence, patient communication, and internal workflows may not feel urgent today, but they become critical when circumstances change.Key Insight #3: Healthcare Lives in the CommunityFor someone opening a first clinic, Kayla’s advice is direct: start with the community.She challenges the idea that physical therapy is too crowded or that every market is already saturated. Instead, she says healthcare lives in the community. New practice owners should understand the three-to-five-mile radius around their clinic, connect with local leaders, attend community events, educate residents, and become a trusted resource.This type of grassroots marketing does not require a massive budget. It requires consistency, presence, and genuine interest in the people you serve.A new PT owner should ask: Who lives near my clinic? What organizations matter here? What events bring people together? Who already influences health decisions in this community?PR as a Digital Growth ToolOne of Kayla’s most overlooked trends in private practice marketing is public relations. Many owners think PR is only about getting media attention, but Kayla sees it as much more than that.Strong PR helps shape how the media and community perceive your brand. It positions your clinicians and leaders as experts. It also creates valuable digital signals when reputable media outlets link back to your website.For example, if a CEO or clinical expert appears in a media segment that is then syndicated across multiple outlets, those backlinks can support search visibility and brand authority. In other words, PR is not separate from digital marketing. It can strengthen it.For smaller practices, this does not always mean hiring a large agency. It can start with offering expert commentary, building relationships with local media, writing educational content, and becoming known as the go-to local source for injury prevention, rehab, and movement health.Conclusion: Growth Requires AdaptabilityKayla’s leadership philosophy comes down to positivity, adaptability, and focus. She believes in leading with positivity, saying no respectfully, protecting time by avoiding ...
    Show More Show Less
    32 mins
  • Growing a PT Practice That Lasts Feat. John Gallucci of Jag PT

    Growing a PT Practice That Lasts Feat. John Gallucci of Jag PT
    Jun 24 2026
    Register For Titans of Private Practice Live at https://titansofprivatepractice.com/Learn more about Jag PT: www.jagpt.com/The Big Opportunity for Private Practice PTPrivate practice physical therapy is changing fast. Between staffing challenges, reimbursement pressure, direct access opportunities, technology, AI, and rising patient expectations, today’s practice owners need more than clinical skill to succeed. They need leadership, business discipline, and a clear vision for how physical therapy fits into the future of healthcare.In this episode of the Grow Your Practice Podcast, Chad Madden sits down with John Gallucci, CEO of JAG Physical Therapy, to discuss the lessons behind building one of the most recognized physical therapy organizations in the country. Gallucci’s journey began with a single practice in West Orange, New Jersey. Today, JAG Physical Therapy operates 180 locations across four states, while maintaining a clinician-led culture and a strong community focus.Adaptability Is a Leadership SkillOne of Gallucci’s first recommendations for private practice owners is surprisingly simple: read Who Moved My Cheese? He gives the book to many of his leaders because it teaches adaptability, perspective, and emotional control. In an industry where change is constant, from payer relationships to staffing to patient expectations, the ability to stay calm and keep moving forward is essential.That same simplicity shows up in his favorite low-cost clinical tool: the Swiss ball. Gallucci reminds clinicians that physical therapy is a hands-on medical profession, and sometimes the best tools are the ones that allow providers to treat the whole body through movement, balance, strengthening, proprioception, and range of motion. Technology matters, but foundational clinical creativity still matters too.The Business Lesson That Changed EverythingA major turning point in Gallucci’s career came when he realized that being a great clinician was not the same as understanding the business of private practice. When he opened his first clinic, he had strong referral relationships and name recognition from his background in professional sports. But he quickly learned that if patients could not use their insurance in-network, many would not return after the first visit.That lesson reshaped his view of access. For Gallucci, being in-network is not just a business decision. It is a way to make quality physical therapy available to more people.Better Systems Give Clinicians More Time With PatientsAs JAG grew, two major investments helped support both providers and patients: a strong EMR and AI-enabled documentation support. Gallucci emphasizes that clinicians should spend their time treating patients, not drowning in notes. Better systems help reduce administrative burden, improve compliance, and give providers more time to focus on care.Grow Your People or Risk Losing ThemThe core of JAG’s growth strategy is not just technology. It is leadership development. Gallucci believes every employee should have the opportunity to grow personally, professionally, and financially. If someone leaves because they did not see a path forward, leadership needs to examine where it failed.That belief has shaped JAG’s investment in education, residency programs, leadership training, and multiple career pathways.Not Every Great Clinician Wants to Manage PeopleThis is especially important for practice owners who assume the only growth path is management. Gallucci explains that not every clinician wants to become a clinical director or run people. Some want to advance clinically.By creating both leadership and advanced clinical pathways, practices can retain great people while honoring different career goals.Access Is a Growth StrategyFor new practice owners, Gallucci’s advice is direct: take deep breaths, expect imperfection, and keep going. Mistakes are part of entrepreneurship. What matters is whether you learn from them and continue to serve your community.He also challenges practice owners to stop thinking too small about access. A clinic that is only open two or three days a week may struggle to become a true healthcare resource. Accessibility, consistent hours, and availability are part of the practice’s value proposition.The Future of PT Is Direct Access and MSK LeadershipLooking ahead, Gallucci believes private practice physical therapy has a tremendous opportunity to become the primary entry point for musculoskeletal care. Direct access gives the profession a chance to lead, but only if practice owners educate their communities, market the value of PT, and advocate for the profession.Rehabilitation Should Lead Back to Real LifeHis final insight points to the growing connection between rehabilitation and performance. Whether treating a professional athlete, a pickleball player, or a golfer recovering from knee surgery, physical therapists must think beyond basic recovery.The goal is not just walking pain-free. The ...
    Show More Show Less
    34 mins
  • Break Limiting Beliefs to Grow Your PT Practice

    Break Limiting Beliefs to Grow Your PT Practice
    Jun 23 2026

    Register for Titans of Private Practice Live at https://titansofprivatepractice.com/

    In this episode of the Grow Your Practice Podcast, Chad explores how self-limiting beliefs can quietly become the biggest constraint holding private practice owners back. He shares real examples from his own PT practice journey, including how changing one belief helped him hire three physical therapists in 90 days. You’ll also hear why coaching, mentorship, and outside perspective can be some of the most valuable investments a practice owner can make.

    Listen in to learn how to identify, challenge, and replace the beliefs that may be capping your growth.

    Time Stamps

    00:00 - Why Self-Limiting Beliefs Matter

    03:40 - The Gap Between Where Your Practice Is and Where You Want It to Be

    07:15 - Why the Practice Owner Is Often the Bottleneck

    11:30 - How Expectations Shape Practice Growth

    16:45 - The “Magic Wand” Exercise for Creating a Bigger Vision

    23:10 - Common Limiting Beliefs in Private Practice

    30:25 - Jim Kwik’s 3-Step Framework for Replacing Limiting Beliefs

    38:40 - Why Coaching and Outside Perspective Accelerate Growth
    Show More Show Less
    31 mins
  • Cash Pay PT: How to Beat Burnout & Grow a Practice Feat. Andrew Shofner

    Cash Pay PT: How to Beat Burnout & Grow a Practice Feat. Andrew Shofner
    Jun 22 2026

    https://www.pteverywhere.com/

    Register for Titans of Private Practice Live at https://titansofprivatepractice.com/

    In this episode of the Grow Your Practice Podcast, Chad sits down with Andrew Shofner, CEO of PT Everywhere, to discuss the rise of cash pay and hybrid physical therapy practices. They explore PT burnout, declining insurance reimbursements, student loan pressure, and why many clinicians are turning to concierge, mobile, and wellness-based services. Andrew shares how PT Everywhere helps providers simplify billing, documentation, memberships, packages, and patient engagement so they can build sustainable practices.

    Time Stamps

    00:00 - Introduction to Andrew Shofner and PT Everywhere

    03:47 - Why Cash Pay PT Is Growing

    06:37 - Student Loans, Burnout, and Side Hustles

    09:47 - Why Traditional EMRs Struggle With Cash Pay

    15:51 - Adding Wellness, Longevity, and Ancillary Services

    18:14 - The Reimbursement Crisis in Physical Therapy

    24:29 - PT Burnout and Clinicians Leaving the Profession

    31:16 - How to Start or Grow a Cash Pay PT Practice

    41:33 - Crossing the Chasm and the Future of Cash Pay PT
    Show More Show Less
    41 mins
  • PT Student Debt, AI, and the Future of Private Practice

    PT Student Debt, AI, and the Future of Private Practice
    May 29 2026

    In this episode of the Grow Your Practice podcast, Chad Madden sits down with Jimmy McKay of PT Pintcast to talk about the future of physical therapy, student loan pressure, value-based communication, and the role of AI in healthcare. Jimmy shares how his unique path from radio DJ to DPT shaped his ability to communicate, educate, and connect with the PT profession. This episode is packed with insights for clinic owners, students, and clinicians navigating a changing healthcare landscape.

    Subscribe for more conversations on growing your PT practice, improving patient care, and navigating the future of private practice.

    00:00 - Introducing Jimmy McKay and PT Pintcast

    01:00 - From Morning Announcements to Radio DJ

    07:48 - Lessons in Communication and Creativity

    10:00 - DPT Student Debt and Education Challenges

    17:16 - Can PT Education Be Disrupted?

    27:08 - Understanding Value in Healthcare

    39:29 - AI, Productivity, and the Future of PT

    48:39 - Where to Follow Jimmy McKay
    Show More Show Less
    51 mins
  • How Rizing Tide Helps PTs Recruit the Next Generation

    How Rizing Tide Helps PTs Recruit the Next Generation
    May 27 2026

    In this episode of the Grow Your Practice Podcast, Chad Madden talks with Heidi Jannenga and Shelley Menk about Rizing Tide, a nonprofit scholarship and mentorship initiative supporting underrepresented physical therapy students and residents. They discuss the PT staffing shortage, the importance of diversity in patient care, and what new graduates are really looking for from employers. Shelley also shares how Rizing Tide helped her pursue residency training and launch her own pelvic health practice.

    Learn more at rizing-tide.com.

    00:00 - Introduction to Rizing Tide and Today’s Guests

    01:15 - Why Heidi Jannenga Started Rizing Tide

    03:40 - The Personal Story Behind the Mission

    06:45 - Shelley Menk’s Experience as a Rizing Tide Scholar

    08:42 - How Rizing Tide Mentorship Works

    10:39 - Scholarships, Community, and Employer Connect

    15:49 - How Scholars Are Selected

    20:17 - What New PT Graduates Want from Employers

    25:52 - Shelley’s New Pelvic Health Practice

    27:21 - How Practice Owners Can Get Involved
    Show More Show Less
    37 mins
  • How to Add Cash Pay Services to Your PT Practice the Right Way

    How to Add Cash Pay Services to Your PT Practice the Right Way
    Apr 16 2026

    In this episode, Chad Madden breaks down the real playbook for rolling out cash pay services inside a private practice. He shares how his team 6x’d cash pay revenue, the three-step promotion strategy that works, and why clinician confidence matters more than most owners realize. You’ll also hear real numbers from laser, HBOT, and reactivation campaigns so you can see what successful implementation looks like.

    If you’re trying to grow profitability, help more patients, and reduce dependence on insurance reimbursement, this episode gives you a practical roadmap.

    Time Stamps

    00:00 - Welcome and Why Cash Pay Matters Now

    00:24 - The Shift from “Should We?” to “How Do We Do It?”

    01:34 - The 3 Ways to Promote Cash Pay Services

    02:15 - How Existing Patients Drive Early Cash Pay Success

    04:31 - Reactivating Past Patients with Offers and Promotions

    07:54 - Using Paid Ads for Cash Pay Services the Right Way

    11:36 - Case Studies, Evidence, and Clinician Buy-In

    17:06 - Hiring for Cash Pay Confidence and Sales Competency

    20:36 - Why Private Practices Can’t Ignore Cash Pay Anymore
    Show More Show Less
    23 mins
  • 2026 Breakthrough Virtual Summit: New Rules to Grow Your Private Practice

    2026 Breakthrough Virtual Summit: New Rules to Grow Your Private Practice
    Apr 15 2026

    In this episode, Chad Madden gives a preview of the upcoming Breakthrough Virtual Summit: State of PT: The New Rules of Private Practice Growth in 2026. He shares what practice owners can expect, from reimbursement challenges and AI to cash-based services, compliance, team building, and practice valuation. If you own or lead a private practice, this free event is designed to help you navigate industry changes and grow with confidence. Check the show notes for the registration link and save your spot.

    Register now: https://getbreakthrough.com/2026-virtual-summit/

    Time Stamps

    00:00 - Welcome to Grow Your Practice

    00:21 - Free virtual summit announcement for PT owners

    01:15 - State of PT: reimbursement, hiring, AI, and automation

    01:33 - Paul Welk on practice exits and valuation playbooks

    03:02 - Systems, scaling, and operations with Tim Dwire

    03:23 - Cash service sales and packaging with Doug Adams

    04:20 - Compliance and uncovered billing with Mary DaLong

    04:59 - Team building, mindset, front desk, and growth strategies

    08:38 - Justin Moore keynote on the future of PT in 2026
    Show More Show Less
    10 mins