E890 | A Thriving Cash-Based PT Clinic In The Dance Niche With Holly Navarro

You Can Build a Cash Practice on a “Small” Niche

A lot of clinicians think a narrow niche limits growth.

This episode is a real-world counterexample.

Doc Danny shares a conversation between Rainmaker coach Jaxie Meth and Mastermind member Holly Navarro, who built a thriving cash-based practice around dance medicine. She didn’t need a massive niche. She needed clarity, repetition, and a system to keep moving forward even when life felt heavy.

Why Narrow Niches Often Win

When you focus on a specific population you love and understand, you become the go-to person in that world.

And something interesting happens once you become “the dancer PT” or “the runner PT” or “the climber PT.”

People start sending you everyone else too.

Most clinicians start as generalists. Niching down doesn’t erase that. It just gives your marketing a clean message and your community a clear reason to refer.

Holly’s Start Wasn’t Clean or Perfect

Holly had real momentum clinically, but her life was chaotic.

She was going through a divorce. Her dog was dying. Emotionally, it was a lot.

That matters because people love to assume successful practice owners started from a calm, stable place.

They didn’t.

The difference was support, structure, and continuing to take the next step even when the situation wasn’t ideal.

Her First Clinic Space Came from a Simple Conversation

When Holly decided to go all-in, she didn’t overcomplicate the first step.

She told a trusted patient she needed a space.

That patient offered her a corner of his gym. It was “good enough,” and it worked. She had room to treat, access to equipment, and low overhead.

This is the blueprint most people miss.

You don’t need the perfect clinic. You need a workable setup that lets you build traction.

Workshops Were a Major Growth Lever

Holly built volume through community workshops.

For dance studios, she framed workshops around outcomes owners care about.

Injury prevention.
Keeping dancers competing.
Helping students stay on the floor.

She started broad, then made workshops more specific as trust grew.

Ankle.
Turnout.
Pre-pointe.
Body-part focused topics that dancers actually understand and want.

The lesson is simple.

Specific sells.

Working with Youth Athletes Requires a Different Follow-Up System

One of the best tactical pieces in the episode is how Holly handles youth workshops.

Kids don’t bring flyers home.
Parents make buying decisions.

So she captures parent emails with a waiver before the workshop and runs a follow-up email sequence afterward with a clear offer.

Now the parents are in the ecosystem.
Newsletters.
Promotions.
Future workshops.
Future needs.

That one shift turns a workshop into a long-term lead engine.

When She Knew It Was Time to Move Into Her Own Space

The gym setup worked until it didn’t.

Her schedule filled up. The gym owner started using the space more. She was compressing appointments just to fit around classes.

That’s when she made the jump.

She found a standalone space through a local chiropractor connection that had been sitting vacant. The timing finally lined up, and she moved in March 2025.

And then she hit the classic problem.

She outgrew it fast.

Her warning is one every clinic owner should hear.

Don’t think too small.

Hiring Was a Bigger Mindset Shift Than She Expected

Holly didn’t start with the dream of building a team.

She originally thought she’d be solo.

Then her goals changed. She wanted to build something that could support a bigger life plan long term, not just replace a paycheck.

Once that clicked, her business accelerated.

She hired help, including a marketer first to help with visibility and recruiting.
Then she hired two physical therapists, including someone she trusted from her prior clinic world.

The result wasn’t just revenue.

It was impact.

She described how rewarding it is to give great clinicians a better life, less documentation stress, and a workplace they’re proud of.

The Bigger Point

This episode isn’t just inspiration.

It’s a roadmap.

Start in a “good enough” space.
Get in the community.
Run specific workshops.
Follow up like a business, not a hobby.
Build systems.
Then scale.

If you’re early, you don’t need perfect conditions.

You need consistent action and the courage to keep going.

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Podcast Transcript

 

Jaxie: [00:00:00] Great. So we'll dive in 'cause I know we have a lot to [00:00:05] go through. Um, a few more people probably trickle in. Um, but for [00:00:10] everyone here I'm gonna introduce you to Holly. I met Holly is Holly Burns, but mm-hmm. [00:00:15] Holly Navarro, um, who is, um, one of our mastermind [00:00:20] members and she's a Rainmaker alumni. Um, a little bit [00:00:25] personally about Holly.

She was one of my. First, um, [00:00:30] rainmakers that I, I individually coached, um, and has been having such amazing [00:00:35] success. So it's an honor to bring her on here to just talk about, um, [00:00:40] her journey. Give you a little insight on. What it's like to, I mean, she knows very [00:00:45] firsthand what it's like to be in your position.

Um, and has since, we'll talk about it a little bit [00:00:50] more, but has since, um, scaled, has her own standalone space, has [00:00:55] employees now, um, which I feel like has been super fast. [00:01:00] So,

Holly: yeah, that's crazy.

Jaxie: Um, Holly, I'll kind of hand the floor to you if you want to just introduce [00:01:05] yourself. Give us a little update or background on, um, your kind of [00:01:10] career as a physical therapist, early years, um, and what made you really [00:01:15] shift into starting your own business.

Holly: Yeah, so I, [00:01:20] um, I was a dancer and so I knew when I got into PT that I wanted to specialize [00:01:25] in treating dancers. Um, and I was actually really grateful to be with a small private [00:01:30] practice initially in my first part of my career. And so for the first 10 years, [00:01:35] um, you know, we thankfully did, uh. [00:01:40] Prioritize quality care and, um, specializing in whatever it was that you [00:01:45] were passionate about.

So I had this, the support to uh, when I felt like [00:01:50] I was ready, start branching out into the dance world. So, um. On top of that, they [00:01:55] actually also supported me having a little side hustle and being able to, I, I had kind of had like the best [00:02:00] case scenario, but I was able to do all of that within the walls of the clinic I was [00:02:05] working in because I was also bringing in people to the insurance side of things and you [00:02:10] know, seeing people on the side as well.

And obviously just I was very respectful of, you know, [00:02:15] my work time versus my side hustle time. Um, so [00:02:20] that's how I kind of started getting a following as far as dancers were concerned. [00:02:25] Um, so I had my side hustle for probably, probably close to six [00:02:30] years. Um, I was with that practice for 10 years. Um, [00:02:35] and toward the end, I mean, I had gone from clinical director to part owner and, [00:02:40] um, the company was just not really going in the direction that I.

I wasn't [00:02:45] in alignment with where the, where the company was going anymore. Um, the [00:02:50] other owner wasn't really listening to me. And so, um, I had a month where I [00:02:55] saw like 30 of my personal patients and I had my, [00:03:00] even my own patients at, at Robins where I was working saying, um, you know, you [00:03:05] should, you could do this on your own.

And uh, so I started thinking about it and I [00:03:10] actually had a good friend of mine was a mastermind member at the time. And [00:03:15] continued, you know, saying, you should do this, you should do this, you should do this. She finally, uh, [00:03:20] got me in touch with John and set up a phone call and [00:03:25] they were like, um, yeah, this is, I, I think this is the perfect time for you to do this.

So, [00:03:30] um, that, that's, yeah, kind of 10 years in a blip, but [00:03:35]

Jaxie: yeah.

Holly: Yeah.

Jaxie: Did you feel like it was the perfect time or did you still have doubts and [00:03:40] regrets?

Holly: I Oh, definitely. No regret. No, definitely no regrets. Um, [00:03:45] I, there were a couple other things going on in my life that made it [00:03:50] kind of the perfect time. I knew, so I was actually, I was going through a divorce, [00:03:55] um, but that I was, then, I was moving in with my mom, [00:04:00] so I didn't have a mortgage to pay.

I knew I was getting a settlement outta the divorce. [00:04:05] Um, so I was like, well, I could. You know, I, I, I really had all the [00:04:10] liberty. I know. This is like, it's, I know it's kind of like putting a knife [00:04:15] in in other people's back a little bit, bit. Or heart. Heart, I guess, but,

Jaxie: well, I mean, I think I'm gonna [00:04:20] in, uh, whatever stop you for a second.

Holly: Yeah, yeah, yeah.

Jaxie: That, like, you're [00:04:25] looking at it as like, oh, there was like a lot of these other things. But [00:04:30] you, I mean, 'cause I also feel like I went through this with you. That [00:04:35] emotionally you were emotionally, you were kind of a wreck

Holly: Uhhuh.

Jaxie: [00:04:40] Which I wanna highlight a little bit because I think that's where a lot of people on this [00:04:45] call feel it as well, is that like you did have the security of living with your mom, [00:04:50] not having the mortgage.

So like financially you had stability, but that was probably [00:04:55] the only stable thing in your life at that point.

Holly: True.

Jaxie: So,

Holly: yeah,

Jaxie: that there was like a lot of this [00:05:00] heaviness, this rockiness that you were trying to navigate while trying to get over some of [00:05:05] the like fear of starting a business, learning how to sell, going off on your own.

[00:05:10] So I wanna highlight that as well, 'cause. Yeah, you're making a little too, you made it a little too rosy [00:05:15] there.

Holly: Thank Yeah, no, thank you. Thank you for saying that because it is true. Um, I, [00:05:20] without this program, I truly, one, [00:05:25] 100% would not have left my job and I would've been floundering because they ended up going bankrupt.

But, um, oh,

Liza: [00:05:30] wow.

Holly: You know, too, I, like, I would have [00:05:35] had no idea where to go next, and I probably would've ended up just taking another job. Um. [00:05:40] Because, you know, without the confidence of this program and confidence of, you know, Jax [00:05:45] coaching me through it, uh, yeah, I, I would not be where I am today. So I attribute.[00:05:50]

All of that to you guys being very supportive. And then, yeah, there were times [00:05:55] where like the divorce shit was very, very heavy and my dog was dying, [00:06:00] and like there was, there was a lot of shit going on. So, um, the [00:06:05] fact that I had coaches that were understanding, um, and told me to give [00:06:10] myself grace. Um, but then also we're there to be like, okay, [00:06:15] you've got a little freedom in your brain, a little freedom in your heart.

Let's try to run with it a little bit. Yeah. [00:06:20]

Jaxie: Ax, right?

Holly: Jax? Yeah. Yeah.

Jaxie: Um, was he, [00:06:25] he was a terrier?

Holly: No, she was a Corgi.

Jaxie: Yes. A Corgi. Oh.

Holly: Mm-hmm. So I have, I [00:06:30] have another little Corgi

Jaxie: proxy of another little Corgi. Oh God. I, um, [00:06:35] talk to us about your initial clinic set up. So like you first started, what did that [00:06:40] look like?

Holly: So, um, when I made the decision, so I'd had the call and I made the decision to do [00:06:45] this, um. I hadn't told any of my, like I told my best [00:06:50] friend at work and no one else. And so, oddly enough, I had a patient come in, [00:06:55] um, I trusted him, hadn't seen him in a little bit, and I was like, Hey, I have an update, like this is [00:07:00] what I'm gonna do.

And I was like, I just need a space. Um, and he, he was like, [00:07:05] well, you could use my gym. So that setup was he during COVID, [00:07:10] had a gym and decided to downsize and he, uh, [00:07:15] built a pole barn. And just made it a big, massive gym so that he could kind of [00:07:20] bring everything in-house and to his, uh, yeah, to, to home. [00:07:25] Um, and he was going through a lot of health issues and surgeries and stuff.

Uh, so [00:07:30] he wasn't using it. So he offered it to me at, I mean, I, I had to pay for the [00:07:35] cleaning. It was fantastic. Um, so yeah, I, [00:07:40] uh. Kind of like had a corner of his gym, but was able to use all the [00:07:45] equipment and, um, yeah, I was there for [00:07:50] a year, like a year and 10 months, not quite two years, so like a year and 10 months, something like that.[00:07:55]

Jaxie: Cool.

Holly: Um, yeah.

Jaxie: And after that, you know, year and 10 months

Holly: mm-hmm. [00:08:00]

Jaxie: What made you take that next step?

Holly: Yeah, so I was getting [00:08:05] busier and he had started using the gym again. So, um, we [00:08:10] were. He was very respectful of the fact that he, you know, he's like, you can stay here as long as you [00:08:15] want, but my business is growing.

So at the end of the night, like I was having to like book [00:08:20] a patient from like, you know, book from like four 30 to five 30, but then like [00:08:25] five 15 to six 15, like kind of overlap a little bit so that I could get out. By the time he was having a class [00:08:30] coming in, I was also like taking my stuff and kind of shoving it in the corner every night, kind of getting it outta the [00:08:35] way.

Um, and. It really started dawning on me that like, [00:08:40] wow, this is not, this isn't an area for an ability I can't grow here. [00:08:45] Um, you know, especially having to shove myself in the corner every night. So, [00:08:50] um, I did start looking for. More space. More space. And [00:08:55] knowing that I was getting busy enough that it was, you know, probably hiring was on the [00:09:00] horizon.

Jaxie: Mm-hmm.

Holly: Um, so yeah. Do you want me to go into [00:09:05] like where I found my next space?

Jaxie: Yeah. Yeah. So, well, so I think what, um, and a lot of us, [00:09:10] we see this just like the natural trajectory, but it's. I think great to hear of you had a [00:09:15] space that was like good enough.

Holly: Mm-hmm.

Jaxie: And it was doing its job and you were [00:09:20] able to really set that solid traction.

Um, and then once it got to that point of [00:09:25] like, okay, you have this repeatable process, you were able to build a little bit of [00:09:30] equity in the business.

Holly: Mm-hmm.

Jaxie: Then it was like, okay, now we can take those next steps. [00:09:35] But like. You're able to make it super successful in like a good enough space.

Holly: Yeah. [00:09:40] Oh, totally.

Totally. And that's, um, yeah, I, I [00:09:45] think you just always have to like have an open mind and [00:09:50] ask and talk to people because if I hadn't said those things to [00:09:55] that person that morning. You know, I, and, and I'm also a God-fearing person. And I had [00:10:00] actually prayed that morning like, Hey God, like if you have a space for me and this is supposed to [00:10:05] happen, let me find out today where that's supposed to be and I will know.

And then that happened. And [00:10:10] so when he said that, I was like, oh my gosh. Like, do you know, I prayed about that this morning. [00:10:15] So, um. So it was a, it was a really cool, all encompassing [00:10:20] moment, but you just have to like, have the conversations and just put it out there. Don't be afraid [00:10:25] because you know, you, you never know what's available.

Jaxie: Yeah.

Holly: Until you talk about it.

Jaxie: Until you [00:10:30] talk about it and like sticking with the space. Talk to us about finding your standalone [00:10:35] space and kind of that process.

Holly: Um, I had [00:10:40] about a year, or, let's see, so this was, this happened in 2024, so in the [00:10:45] beginning of 2024, I, I had started looking, I had found a [00:10:50] space I really liked.

Um, but, and [00:10:55] yeah, and everything kind of like, sounded perfect. For whatever reason, I didn't move [00:11:00] forward on it. Um, well, I know the reason now, but I didn't move forward on it. And, [00:11:05] uh. I, I, I had met, I had thankfully met the love of my life, and so I knew we [00:11:10] were gonna be getting married that year. So I was like, you know what, let's not add in another [00:11:15] component to this.

And so I kind of like let that fall to the wayside. And I was like, in the [00:11:20] fall, I'll revisit this new space thing. Um, in the meantime, I, when I first [00:11:25] started out my business, of course I'm making connections and trying to like, you know, get with other. Independent [00:11:30] practitioners. And so, um, a friend of mine had hooked me up with a local chiropractor.[00:11:35]

And when I'd gone into this chiropractor, he was, he was [00:11:40] gracious and like we had a professional relationship. He treated me for free just to like build that [00:11:45] camaraderie. Um, and he had actually taken over the space next to [00:11:50] his and was building it out for a pt. I didn't [00:11:55] approach the subject at all. 'cause I was like, I just started my business.

I don't wanna be hired by anyone 'cause that's what it seemed like [00:12:00] he was looking for. Um, so I just let it be and, uh. [00:12:05] I continued going and seeing him and, you know, thankfully I probably wouldn't have if he wasn't treating me for [00:12:10] free. And um, so I continued seeing him and about a year and a half later, that space is still [00:12:15] vacant.

And he was having a day where he's like, I don't even know what I'm gonna do with this space. I might [00:12:20] even just close up the wall. Like, I don't know. He's all over the place. So, um, I looked at him and I was [00:12:25] like, should we talk about the possibility of me being there? And he's like, yes. [00:12:30] So, um. So we, we talked, we came up with an agreement for how that was [00:12:35] gonna go.

We agreed to keep our businesses separate. Um, and so, [00:12:40] yeah, so that was. 25. [00:12:45] Yeah. 20 end of 24. Um,

Jaxie: 25 into

Holly: 25. Yeah. So [00:12:50] when, then I opened up there March of 25. Uh, [00:12:55] and here's, here's where the lesson is. Um, don't think too small. [00:13:00] And you know, Danny and the other coaches, like they say it all the time. [00:13:05] Um, my husband was like, you are gonna grow.

You're gonna grow outta this in a year. And I am moving [00:13:10] into a new space. In under a year, so don't. [00:13:15] Dream small, dream big,

Jaxie: yeah.

Holly: And know that

Jaxie: it

Holly: can happen.

Jaxie: I had, I had the exact same experience [00:13:20] with my standalone space that I'm now my, like OG location, which I'm now moving [00:13:25] to triple the size. Um, but I remember looking at this thousand square foot [00:13:30] space.

It was just me and I was like, mm-hmm. Oh my God, this is way too much. Mm-hmm. I was, [00:13:35] my, my rent was thir $3,000 a month and I was like, how am I gonna cover [00:13:40] this? And within. Six months we [00:13:45] were bursting out of it. Yeah. And we've had, we've had to make it work for the past four years, but

Holly: Right.

Jaxie: [00:13:50] Um, the thousand square feet that looked so daunting.

I mean, you're [00:13:55] saying it right now. You have, you, you blow out of it so fast.

Holly: Yeah. Yeah. And 'cause even [00:14:00] just the energy of moving, I mean, by the time I was in this current space, my books were [00:14:05] already full. Um, so. Even just that energy [00:14:10] brings, brings growth. So,

Jaxie: yeah.

Holly: Yeah.

Jaxie: Um, thinking [00:14:15] back to like the early parts of your practice, how do you feel like the first, so I know you had like [00:14:20] a pretty great following, but Yeah.

How do you, do you remember how you got your [00:14:25] first few patients after you, like, went full all in on your business?

Holly: Yeah, I mean, [00:14:30] I, I, I followed like the 90 day. Uh, sprint, [00:14:35] marketing Sprint as much as, as, you know, as closely as I could. And I just, I [00:14:40] revisited some of my connections and studios and I did a ton of workshops and [00:14:45] offered, um, you know, I was offering discounted evals.

And, um, [00:14:50] you know, even through that I started getting some parents out of that too. And, [00:14:55] um, I think that actually opened the door as well to some of the parents [00:15:00] saying like, oh, well now that you have more time and you have more. Um, yeah, [00:15:05] kind of resources. Then maybe I, maybe I can come see you too. So [00:15:10] that was helpful.

Um, but yeah, I, I, the [00:15:15] workshops in the community building it, it is a little different for my [00:15:20] practice just because I was, studios are a little bit fewer and further [00:15:25] between. Kind of then gyms, you know, it's not like there's a gym on every corner. [00:15:30] Um, so it's a lot. It was a ton of manual reach outs and, [00:15:35] um, you know, emails and just trying to take workshops anywhere.

Anywhere. Yeah. [00:15:40] Like, because, 'cause people would travel for what I do. So, um, [00:15:45] yeah,

Jaxie: this goes to a question that Gabe actually asked Okay. About, um, and [00:15:50] Gabe, I don't have it pulled up. Actually, I could pull it up on my phone. I'm like, I don't know how to multitask [00:15:55] multiple things here. So let me just make sure I ask this appropriately.[00:16:00]

Um, so the question Gabe had is, um, you talk about doing performance [00:16:05] workshops, um, on your website. And could you elaborate on [00:16:10] what these workshops, um, focus on how you get your [00:16:15] attendees and the process for reaching out to different teams or studios to schedule them? [00:16:20]

Holly: Yeah. Um, so where I, where I used to work, we called it a [00:16:25] captured audience workshop, meaning you are, you're contacting [00:16:30] the owner, like I contact the owners of the studios and.

I try to get their [00:16:35] buy-in. Um, now usually it's because [00:16:40] someone's heard about me, they've come to me, I'm like, oh, great, I didn't know about this studio. Or, Hey, [00:16:45] can you get me in touch with your studio owner? I do workshops, um, and try to make a warm [00:16:50] connection. Um, but. I kind of, I [00:16:55] talk about injury prevention.

And so dance studio owners are always worried about [00:17:00] that injury prevention aspect because they want their dancers, they want their dancers competing. They want their [00:17:05] money, they want, you know, they want them to stay and just like a gym owner, right? [00:17:10] Um, but you know, they're actually like competing and, and that's worth a lot of [00:17:15] money to them.

So anytime they can keep their dancers going, um, [00:17:20] then they're. Obviously they're motivated by that. So I, [00:17:25] um, usually start with like a general injury prevention one. So I'll kind of [00:17:30] hit the, the main things that I typically see in dancers that are weak or [00:17:35] an issue. Um. And kind of get a warm introduction that way.

[00:17:40] And then I say, Hey, I also do like body part once, just, just like, again, just like [00:17:45] everything else. I just am very specific to the dance aspect of things. And so it's like I do [00:17:50] an ankle or a pre point, so like going up on their toes, like a pre point workshop. I [00:17:55] do a, you know, turnout workshop. I do a course, you know, so I, I then [00:18:00] start introducing, um, series of workshops, which are usually pretty enticing.[00:18:05]

Um. So keeping it like

Jaxie: highly specific to that, right? Yep. [00:18:10]

Holly: Yes. Yep. Did that answer your question? [00:18:15]

Gabriel: Well, I was trying to, and, and I'm glad you're on this call, um, [00:18:20] because. My son plays a lot of sports for a lot of different teams.

Holly: Mm-hmm. [00:18:25]

Gabriel: I'm trying to apply. I'm not a dancer, never was, never will be, but [00:18:30] I'm trying to, and they're one of the hardest people to treat in my opinion.

So

Holly: Yeah,

Gabriel: because six to [00:18:35] days a week of dancing and then they're injured and they want you to fix it while they continue to dance. It is [00:18:40] tough.

Holly: Exactly.

Gabriel: They're, they're true athletes,

Holly: right?

Gabriel: So trying to get [00:18:45] in with his coaches to say, Hey, you know, this is what I do. They know what I do for a [00:18:50] living, but how can I get in with this public school system, um, and [00:18:55] approach the coach to say, could I do an ankle workshop for your volleyball players, for [00:19:00] your, you know, shoulder, for your basketball players?

How would you recommend that I approach that? [00:19:05]

Holly: Um. Are you seeing anybody on the team by [00:19:10] chance?

Gabriel: My son.

Holly: Okay. Um, I mean, yeah, [00:19:15] it's kinda hard for him to make that, that connection just because Yeah. Show my dad,

Gabriel: but so, well, [00:19:20] lemme say this. On the volleyball team, no, but on his basketball team, I have [00:19:25] two or th two of his teammates that I [00:19:30] currently treat.

Holly: One thing that you could do is ask the. [00:19:35] Uh, patient, if they would be okay with you reaching out to the coach and, and [00:19:40] giving a progress, like, update, like, Hey, this is what I found in our [00:19:45] evaluation, or this is what we're working on in treatment. I just wanna let you, like, sometimes I'll make the connection [00:19:50] that way of like, Hey, this is what I saw.

This is what I'm worried about as far [00:19:55] as injury. Um, and this is how we're working to, uh, you [00:20:00] know, make it better and improve it. So, hey, let me know if you see [00:20:05] anything. That you'd like me to work on? 'cause that's, that usually is really helpful. And I'll get these [00:20:10] long emails sometimes, like they're not, they're not applying this, that, and the other thing.

[00:20:15] So, um, I don't know if that's super, uh, [00:20:20] dance specific. 'cause I mean, technique is obviously a huge thing of dance. Um, [00:20:25] but. Sometimes I'll make that connection that way. And then you could segue [00:20:30] into like, Hey, if you're seeing a lot of that, or if you have a lot of your players [00:20:35] complaining of shoulder, hey, why don't I, I could do a workshop to teach 'em some [00:20:40] exercises, um, you know, to, to strengthen it or, [00:20:45] you know, see what else we find as far as, um, [00:20:50] possible injury.

Uh, whatcha call it? Like precursors. [00:20:55]

Jaxie: Yeah. Yeah. I think a lot of what, like what you're saying too is, is connecting the [00:21:00] dots for the coach or the studio owner of, like, for us, we're like, oh yeah, we can do a [00:21:05] shoulder workshop. And like in our heads we know exactly like for volleyball players, exactly why we would want to do [00:21:10] an overhead workshop, but it might not fully translate [00:21:15] to them.

It's like mm-hmm. You know, you can connect the dots of like, if there's [00:21:20] weakness in that overhead range, like there's increased chance of dislocation, or they're not gonna [00:21:25] produce as much force. And you know, a few quick exercises can really [00:21:30] sh like yield X, Y, and Z. And it's like, go in with the like, [00:21:35] um, estimated outcome.

And make it outcome driven. [00:21:40] And then a coach or a studio owner is like, oh, we want that outcome. Mm-hmm. Instead of just [00:21:45] being, instead of just pitching. And it sounds like what you're doing, Holly, of like making it super [00:21:50] specific, um, will help gain that buy-in from the other person. Mm-hmm. [00:21:55]

Holly: Right? Yeah.

Jaxie: Um, Carly, do you have a question?[00:22:00]

Carla: Holly? Um, hi. [00:22:05] Are you at a point where you're charging for these workshops? [00:22:10]

Holly: Good question. Yes. Um, so I always charge for [00:22:15] my dance workshops, um, and I charge, [00:22:20] well, it's probably gonna go up again, but I charge like $400 for a 90 minute [00:22:25] workshop. Um, I

Jaxie: That's to the studio, correct.

Holly: [00:22:30] Yes to. Well, and they, and I let them decide if they wanna charge their [00:22:35] students or, or if they wanna pay for it, that's up to them.

Um, [00:22:40] but that's just, it's, that's because it's my reputation and, you know, it's very [00:22:45] specific, blah, blah, blah, blah. I will say that since hiring a general [00:22:50] orthopedic pt. And trying to build his schedule. [00:22:55] I do not charge for those. Or I tell the, we tell the gym owner, [00:23:00] feel free to charge, just to get some buy-in and, you know, make sure that people show up.

Um, and [00:23:05] we'll split it. Yeah. And it's like 20 bucks, like sure, gimme 10, 10 bucks of that. Um, [00:23:10] just to keep people accountable to showing up to the workshop. Um, [00:23:15] but if I'm, you know, if, if I were gonna. I, it, [00:23:20] it kind of, it's, it's tough 'cause I, I have a specialty [00:23:25] that not a lot of people have, so I was able to, I, [00:23:30] I actually opened my business so that I could start charging for my workshop.

So I didn't wanna like, and [00:23:35] that was like my side hustle aspect. So as far as just trying to like, get [00:23:40] my name out there and get Elevation Physical Therapy out there and get [00:23:45] that reputation, um. I might change my tune a little bit if I'm just trying to build [00:23:50] a schedule. Is that helpful?

Carla: Yeah, that is helpful.[00:23:55]

Um, I am, I'm targeting like, [00:24:00] um, people that love the outdoors.

Holly: Mm-hmm.

Carla: So I'm also a former dancer.

Holly: Oh, [00:24:05] cool. Um,

Carla: yeah. Uh, but more like climbers, surfers, [00:24:10] um, bikers, runners. Yada, yada. [00:24:15] Um, and so I am doing four workshops at the end of each month [00:24:20] this year, um, for the climbers at the climbing gym. And [00:24:25] they're very specific of like a body part, not necessarily like [00:24:30] to any specific thing about climbing.

Mm-hmm. Um. [00:24:35] But I'm just wondering how, like, how that progressed [00:24:40] eventually. And if it did for you. So like that's good to know

Holly: who's organizing it. Like are you [00:24:45] doing all of it or are you giving Yeah,

Carla: I'm, I'm doing all of it. And [00:24:50] they're just having people sign up, um, through their page. [00:24:55] Okay. And then, yeah, and then I'm also thinking about doing like a [00:25:00] workshop for.

Like staff at a restaurant because [00:25:05] bartenders also end up being really injured and they have very similar things to climbers. Mm-hmm. And sometimes they're already [00:25:10] climbers. Mm-hmm. And so I have a meeting with a, um, the owner of a [00:25:15] restaurant, a second meeting that wants me to maybe do that for his staff.

[00:25:20] Um, and so I'm also wondering like, how do I like expand this out to [00:25:25] like other restaurants? 'cause I've been meeting a lot of restaurant. And borrow owners. And I [00:25:30] like, I'm like, okay, universe, gimme the fucking, like, industry short. [00:25:35] I dunno what I'm doing, but I'll, I'll take it.

Holly: Yeah. I mean, I would say if [00:25:40] you're getting some help from the owner and like they're.

Any, [00:25:45] anytime you can give a little incentive for them to kind of help and there's an incentive for them to have people in the [00:25:50] room, you know, like I said, charge 20 bucks and split it with them or let them keep it [00:25:55] or you know, whatever. Just so they're motivated to have people in the room. Um, and then you're a little [00:26:00] bit more likely to have, you know, people who sign up and actually come.

Carla: Okay. [00:26:05] 

Holly: But keep it minimal, you know?

Carla: Yeah. Okay.

Jaxie: Thank

Carla: you. Um,

Jaxie: Liza, we'll get to your [00:26:10] question, but just kind of like on this topic and like listening to you, Holly, of saying like, oh my, my [00:26:15] prices might go up. How have you seen your money mindset [00:26:20] shift over the past few years? This is like, not a question I actually gave you, so I'm [00:26:25] putting you on the hot seat with this.

Holly: No, uh, it's so interesting. Do you [00:26:30] remember, I don't know if you remember, but like the, when you looked at me and you said you're gonna charge 1 99, and I was [00:26:35] like,

Jaxie: okay. Oh no, I remember. Yep.

Holly: I was like, are you sure? [00:26:40] Um,

Jaxie: I think now what I say, I prompt it. And like, Gabe's laughing, Carla's [00:26:45] laughing. I prompted to be like, I'm gonna give you a number that makes you wanna throw up.

So like, your [00:26:50] reaction's normal. Um, so yeah, I do.

Holly: Yeah. Um, [00:26:55] so yeah, I, I [00:27:00] think, I dunno, I, I [00:27:05] have totally en encompassed the fact that like, [00:27:10] yes, totally worth. I'm totally worth that amount of money. [00:27:15] And then when I brought people on, I was like, Hey, this is gonna be our hardest thing, is, you know, knowing [00:27:20] that like, you are worth what you're about to tell them they're gonna pay.

Um, and even though [00:27:25] they say, uh, well, especially Mac, he was just like, oh, no, no, that's fine. Like, [00:27:30] I'm, I'm totally cool with that. Like, I, I don't necessarily see that confidence all the [00:27:35] time when they're saying like, this is the price. So, um, but as far as. [00:27:40] I'm concerned. I still, I, I [00:27:45] definitely have like shifted and I know that I'm worth it and, you know, I, I [00:27:50] definitely am not batting an eye as much when I do raise my prices.

I will say [00:27:55] though, we're trying to shift to the, the time based offer. Not [00:28:00] trying, we are switching to the time-based software. We've had a couple people so far and, um. [00:28:05] I had originally set my, my eval rate, it was, it's 2 [00:28:10] 49, it had been 2 49. I was gonna raise it to 2 79 and I was on the phone with someone [00:28:15] and it was the first time I was pitching it and I was like, so the eval is 2 [00:28:20] 59.

Like, I just couldn't say it. I couldn't do it. So now it's 2 59. And I'm like, okay, well that's it. [00:28:25] So it still happens because that sounded, that definitely made me wanna throw up. [00:28:30] So, um. But there, there are still some moments here and there, and I think more so [00:28:35] if it were just me, you know, I would probably have done it.

But then also [00:28:40] knowing that I do have other two, two new employees, two new-ish employees that are [00:28:45] still finding their way. I was trying to reduce the barrier a little bit. So

Jaxie: yeah, [00:28:50] 

Holly: that's on me. What

Jaxie: do you, what do you think was like the biggest thing that clicked? For [00:28:55] like one gaining confidence and two, like kind of changing your mindset.[00:29:00]

Holly: Um, I think, uh, well one [00:29:05] people barely batting an eye and, you know, uh. Knowing that, like, like

Jaxie: you, those [00:29:10] repetitions.

Holly: Yes, absolutely. And like knowing you'll be, you'll still be not [00:29:15] expensive enough for some people and too expensive for other people. Like, you're just, it's just always gonna be the case. And, [00:29:20] you know, a lot, and the, the coaches have helped me through this too.

It's like, well, worst case scenario, you raise your [00:29:25] prices a little bit if you notice a, a significant drop in your conversions. Okay, maybe you went too [00:29:30] much. Like just adjust. Yeah. And it's not a big deal. Um, so [00:29:35] knowing that, and then, um. Just continuing to hear guys, [00:29:40] continuing to hear the stories of the pt, PT that's out [00:29:45] there and knowing, oh my gosh, like the level that we're giving [00:29:50] above what other people think of as pt.

It's priceless. So, you [00:29:55] know, as long as people know that, or they've experienced the p that other pt, you know, [00:30:00] like they'll, they'll, they're gonna pay for it. It's priceless to them.

Jaxie: [00:30:05] Yeah. I, this is, you know, total aside, but I had a discovery call yesterday with a [00:30:10] runner, like a high level runner who sent me, like, after she booked the [00:30:15] discovery call, sent me her five year, um, medical history.

[00:30:20] And her biggest complaint is she has foot drop and her PT that she's been seeing for two years [00:30:25] has been treating her for, um, perennial tendinitis. Oh. [00:30:30] And I was like, has anyone looked at your back? And she's like, no. [00:30:35] And I was like, for two and a half years you have [00:30:40] progressive foot drop and nobody has looked at your back.

And she's like, well, dry [00:30:45] needling to my calf helps. And like sometimes he'll like put his elbow in my [00:30:50] hip. And I'm like, oh my God. I was like, no. And she was like, could my back be [00:30:55] related? And I was like. Uh, possibly like

Holly: yeah, and they [00:31:00] think two and a half years, like, yeah, uh, you know, I'll get there. Like, what?

Jaxie: Yeah.

Holly: Yeah.

Jaxie: So then [00:31:05] it was one of those, and of course there was, you know, she was like, well that's a lot of mo 'cause I gave all of her price. She's like, [00:31:10] that's a lot of money. And I was like, I was like, okay. I was like, what? What have you been paying per [00:31:15] session? And she's like, well, I have a $30 copay. I go three times a week.

And I was [00:31:20] like, and have you ma gotten any better? She's like, I've probably gotten like 20% better. Like, I feel really good when I [00:31:25] leave. And I'm like, yeah, so you're good for 20 minutes. And then you go back in, [00:31:30] you know, a day and a half, like, um, and I was like, so this might [00:31:35] be an upfront investment in your health, but like, let's get you some answers.

Right. So [00:31:40]

Holly: yeah.

Jaxie: Total aside there,

Holly: no, it's, it's proving the point, like. You're, you [00:31:45] guys are worth it because no one else is giving that care.

Jaxie: Yeah.

Holly: More [00:31:50] attention.

Jaxie: More attention.

Holly: Yeah.

Jaxie: Um, Liza, I know you had a question, so let's answer that [00:31:55] before we kind of pivot a little bit.

Liza: Yeah. Um, so yeah, [00:32:00] and my initial question was the same as Carlos, so that answers that.

Um, [00:32:05] but I think I've tried to work in the [00:32:10] running community, um, in Holly. I live in Sacramento, so. Okay. Yeah, you're [00:32:15] not far off. Um, and oh,

Jaxie: you're, you're, I think you're thinking of the [00:32:20] last call was with Kim.

Liza: Oh

Holly: yeah. I'm in New, I'm in New Jersey. I'm very, very far. [00:32:25]

Liza: Nevermind. I'm thinking of another.

Holly: It's all good.

Jaxie: All good.

Liza: Somebody even [00:32:30] mentioned this one in Sacramento who treats dancer, and I'm like, maybe that's her. Oh, cool. [00:32:35] So nevermind. Um. So I'm trying to [00:32:40] get some sort of a niche going, but I mean, at what [00:32:45] point there are some bartenders I can work with. So Carla actually [00:32:50] like brought that up too. I need to get in on that.

But then I've got acro some [00:32:55] climbers. Um, unfortunately those are the type that are a little more. [00:33:00] Laissez faire on their commitments. Um, so setting up [00:33:05] workshops with them is a little harder 'cause they just flow with the wind. Um, [00:33:10] or they stay still because there's no wind. Uh, [00:33:15] so I, I think, I think my point is, is like [00:33:20] I think I can make a good headway with the acro community [00:33:25] or with that community, but, um.

I guess my question [00:33:30] is like, how far should I go into a niche before expanding the workshops? [00:33:35] Just to literally anyone, just to get name out there.

Holly: How long have you been in [00:33:40] practice?

Liza: Um, with this, it's been like a year and a half. [00:33:45] Um, I'm just shooting out of a gym right now, so that's given me some, but [00:33:50] everyone's, everyone's second wife or husband is their trainer at that [00:33:55] gym, so.

Um, it's a little hard to like [00:34:00] steer them away. Um, yeah. But yeah, the acro community [00:34:05] and the climbing community have been a little harder to get into because the gyms won't let anyone in [00:34:10] for a workshop. Um, they don't do so [00:34:15] far the ones I've checked.

Holly: What do you mean by that? They won't let anybody, um,

Liza: they [00:34:20] don't let any like third party come in for anything.

It has to be an employee of the [00:34:25] gym.

Carla: Hmm.

Holly: Okay, I gotcha. So you can't hold any workshops there? [00:34:30]

Liza: Not there. Not there, right. So,

Holly: right.

Liza: Yeah. And there are only means of advertising, which [00:34:35] I can go on Instagram and stuff like that, but it's like putting up a poster, one of 75 on [00:34:40] this little wall. So it's not like you stay right

Holly: too

Liza: much.

Holly: Yeah. I mean, I [00:34:45] like if it's all comes down to like, what are you gonna be fulfilled [00:34:50] in doing and treating? So I mean, yeah, I, in the [00:34:55] beginning, of course, I, I took just about anyone. Yeah. You know, [00:35:00] like I was building a reputation that way. [00:35:05] Um, but the further along you get and the more your name gets out there, and the more you [00:35:10] keep pressing that message, it'll come.

It just, [00:35:15] it does take time. Um, I mean, if you're passionate about the acro community and [00:35:20] you feel like you can be fulfilled that way, I mean Sure. Head that direction. But if [00:35:25] your niche is really, like your passion is runners, um, [00:35:30] someone knows a runner. Everyone knows a runner. Yeah, yeah, yeah. You know, so,

Liza: um,

Holly: especially [00:35:35]

Liza: it's a mental illness here.

Jaxie: It's [00:35:40] finding the in and also mm-hmm. I think if you're getting stalled from the gyms, it's like, okay, so [00:35:45] now we have to look outside of the gyms. Yeah,

Holly: the

Jaxie: clubs you go

Holly: to the, the

Jaxie: club. Yeah. Yeah. Get to the [00:35:50] clubs, get to the running specific stores. Um,

Liza: well, I've done, [00:35:55] I've done one workshop there. They just have, they have literally about [00:36:00] 15 events each week, so they're Oh, wow.

And they have two event planners for like four [00:36:05] stores. So they're very busy people. But that kind of leads to my next [00:36:10] question, or I don't know if anyone's been to an event like this, but next week they're, [00:36:15] um, doing or not next week, tomorrow they're doing a, [00:36:20] like medical appreciation event, um, where it's [00:36:25] everyone from like orthopedic surgeons to PTs to trainers, to coaches, like [00:36:30] everyone's coming together for this one event.

Um, so if there's any. [00:36:35] Advisor. There's pretty obviously a networking opportunity, but this area is so [00:36:40] saturated with like runner specific PTs or coaches [00:36:45] or something like that. Um, where I think there's more room [00:36:50] in the long run for collaboration over. So I think I might take [00:36:55] that route a little bit more than just like pushing myself for.

The time being. [00:37:00]

Jaxie: Oh yeah. That sounds like a fantastic networking. Um, mm-hmm. I mean, I am in [00:37:05] like the most densely saturated cash PT place in the country. [00:37:10] Um, and some of our biggest referrals are from other cash physical therapists. Yeah. [00:37:15] Uh, because you, yeah, there might be, you know, 20 running specific [00:37:20] PTs there, but you have your own niche within that.

You have your own treatment style, you have your [00:37:25] own personality, um, and there's more than enough patients for everyone. So [00:37:30] it's going to like, introduce yourself, make friends with some of these other [00:37:35] PTs, other healthcare practitioners, and get them to know you, your [00:37:40] personality. How you can kind of fill the void where it's like they might have a patient that is [00:37:45] not ideal for them, that they'll refer to you.

Yeah. Or you have a skill set that they don't [00:37:50] have that would work better for you and vice versa.

Liza: Yeah.

Jaxie: Right.

Liza: Yeah. [00:37:55] Putting together, trying to put together a workshop with one of the chiropractors, so we'll see.

Jaxie: Yeah.

Liza: [00:38:00] Yeah.

Jaxie: Cool. Um, so Holly Ned had a question about, [00:38:05] um, working with youth.

Holly: Okay. Yeah. Oh yeah.[00:38:10]

Jaxie: Um, so Ned, I don't know if you can elaborate a little bit more on that.

Ned: Well, [00:38:15] actually, um, sorry I'm driving, but, um, my, so yeah, [00:38:20] about youth because. Um, what I was wondering, so [00:38:25] my niche is like pickleball players and I'm was originally going after [00:38:30] like the 40 and older crowd. Um, and then [00:38:35] the gym that I'm subleasing from, they, uh, they, they have a [00:38:40] pretty good following of like youth athletes, like high schoolers, things [00:38:45] like that.

So I was wondering how do you, um, and I know dancers are. [00:38:50] The answers are definitely different. Um, but how do you, [00:38:55] um, set up workshops? Do you do it to cater to the [00:39:00] kids and then you're waiting for them to report to their parents and then you have [00:39:05] separate conversations with the parents? Is it like a workshop where you involve [00:39:10] everybody?

Um, 'cause yeah, obviously with youth, they're not really making. [00:39:15] They can't really make the decision on their

Holly: No, it's So

Ned: how do you bridge

Holly: that gap? It's, [00:39:20] it's a solid question because I've been up and down this road and [00:39:25] backwards trying to figure out the most effective way. Um, [00:39:30] but. And, and what it comes down to is you just gotta do everything [00:39:35] you can to be in touch with the parents.

So I can't do the [00:39:40] typical pitch at the end where I say, Hey, if you schedule now you get a 50% off eval. [00:39:45] So what I've, my workaround has been that I, I [00:39:50] have, I send out a waiver to the owners. Or a coach or whatever it [00:39:55] is prior to the workshop. So I have all their information, I have their email addresses, I have their [00:40:00] consent, I have all the things.

So, um. I [00:40:05] and I work with Patch and HubSpot. So once they come in for the [00:40:10] workshop, they're, they get put into an email drip and they're automatically getting emails, [00:40:15] presenting the 50% offer, introducing myself, um, and introducing the [00:40:20] practice. And then they get the offer and then they get about five emails.

Um, so even [00:40:25] before, you know, patch and everything, I started doing something like that, I would do a follow up email, [00:40:30] um, just. Introducing, again, introducing myself, going over what we [00:40:35] went over in the workshop so that they know, because I, I was giving [00:40:40] the, the kids a paper to like bring home to their parents and like, there's just no way that's [00:40:45] making it to their parents.

So, um, yeah, so that's how I've done it now [00:40:50] and you know, it's not. Always 100% successful. Um, [00:40:55] but sometimes I get a patient or two out of it. If I've been at a place a few times, [00:41:00] definitely, you know, my name has come across their desk a few times, so, um, [00:41:05] then they'll, I'll, that's when I start getting, you know, some responses to the emails.

[00:41:10] So in that process, it's really a game of patience [00:41:15] and consistency and just continuing to have your name go across there. [00:41:20] Go across their email. Um, and then you have their information for [00:41:25] their, your newsletters and any promotions that you're running. Like now they're in [00:41:30] your, um, you know, they're in your, uh,

Jaxie: ecosystem.

Holly: [00:41:35] Yes, thank you. Yes. And, uh, then if something comes up in the [00:41:40] future, then hopefully you're the name that they think about. So it is tough. [00:41:45] Um, definitely had to navigate that quite a bit, but that's what I've settled on for the time being. [00:41:50]

Jaxie: And just to clarify, Holly, these are, you're getting the contact information of the [00:41:55] parents?

Holly: Yes. Of the parents? Yes. Sorry.

Jaxie: Okay.

Holly: Right, right. Yeah. So, and I, I do also, I'll [00:42:00] ask, like I don't make it a required field, like I'll ask for the dancers or the students' email. [00:42:05] Um, but yes, I am getting the emails of the parents 'cause that's who's signing up, signing the waiver [00:42:10] and, and everything. Yeah. So the parents are getting the emails.

Yep.

Jaxie: Cool. [00:42:15] Um, so. You had great success in the Rainmaker. Mm-hmm. [00:42:20] Um, you took some time before going into the Mastermind.

Holly: Yeah.

Jaxie: Do you wanna talk? Yeah, [00:42:25] just talk about, um, kind of like what you feel like happened in that time in [00:42:30] between, and then what was the change that made you go into the Mastermind?

Holly: [00:42:35] Yeah.

So, um, that was like, I [00:42:40] ended rainmaker, right? In the thick of like, and [00:42:45] um, the divorce was about to be final and my, literally, my dog was dying. And, [00:42:50] um, you, as you guys know, in Rainmaker, you are drinking through a [00:42:55] fire hose on a, you know, weekly basis. There's just a lot of information. So I felt like [00:43:00] I needed some time to start implementing, um.[00:43:05]

So, so I decided not to go right into it and just [00:43:10] start kind of trying to implement some of the systems and everything. Um, in the meantime, this other [00:43:15] coaching program came across my, my Eyes, and actually someone else was, one of my other colleagues [00:43:20] was using it. Um, and I, it kind of was [00:43:25] a little bit more like on the digital side of things like digital training and doing [00:43:30] virtual, more virtual, uh, stuff.

So, um. I [00:43:35] knew I needed something but wasn't ready to quite commit to a year of Mastermind, [00:43:40] so,

Jaxie: mm-hmm.

Holly: I went that route. Um, well that was a waste of money and a waste of time, like a [00:43:45] lot of money that I'm still, you know, trying to recover from and was so [00:43:50] ridiculously unhelpful and really opened my eyes to how together, uh, PT Biz [00:43:55] has it, and just they, they know their shit.

Um, so. [00:44:00] I fumbled through that for a little bit and at that point it was [00:44:05] probably about almost a year into practice and, [00:44:10] um. Just kind of knew I needed, I needed to get back on track [00:44:15] and, and finish like the actual tra trajectory of a successful [00:44:20] business. So, um, yeah, I don't remember really remember like what [00:44:25] exactly happened, but I was like, okay, it's time.

I need it.

Carla: Yeah,

Holly: let's go. [00:44:30] So, um, yeah. And, and they were gracious enough to. Help [00:44:35] me get back on board and start the process and mastermind again. So, [00:44:40] yeah, I mean, I, I, I definitely, I think during that [00:44:45] time it probably was, was appropriate for me to take a little bit of a break, but knew that I, I [00:44:50] knew that I was gonna do Mastermind eventually.

Um, and yeah, [00:44:55] that was the best decision I made.

Jaxie: Second to

Holly: ring maker. [00:45:00]

Jaxie: Second to ring maker. Yeah. Yeah. Second to that. Second to that. Second

Holly: to

Jaxie: that. Um, um, so [00:45:05] looking from like early stages of your business until now, like what has been the [00:45:10] biggest shift? Like if you think, or like the biggest kind of put [00:45:15] things into place from like either systems, leadership, marketing, delegation, like [00:45:20] what do you think has really made the biggest impact for you?

Holly: Um, what's made [00:45:25] the biggest impact? So, I mean, systems are huge, huge. [00:45:30] Um, and it's such an, I never knew that, like the word systems could be such an overwhelming [00:45:35] word. It is. Um, but

Jaxie: I had no [00:45:40] clue what a system was until like 2023.

Right.

Jaxie: And I started my business in 2020, so [00:45:45] everyone is like,

Holly: yeah.

Jaxie: You know, get your systems in order.

And I'm like, yeah, I have systems. And then I, [00:45:50] I'm like sitting there googling like, what is a system? So, exactly,

Holly: exactly. Or [00:45:55] chats you'd be taking, like, can you make this for me? Exactly. Gives me so much relief. Oh gosh, [00:46:00] yeah.

Jaxie: So for the, that doesn't know, a system is just coming [00:46:05] up with how you do something and then making it repeatable and like [00:46:10] literally writing it down and like documenting how to do something so that someone [00:46:15] else can.

Replicate it. Exactly.

Holly: Yeah. Um, so do, [00:46:20] do they do the 1330 thing?

Jaxie: Yep. We do the 1330.

Holly: Yeah. Yep. So those [00:46:25] questions that you like, ask yourself of like your systems and your marketing and all [00:46:30] that stuff like that is not to be ignored and [00:46:35] it, but also give yourself grace and patience with it. But like that, I keep [00:46:40] going back to that and like, okay, well I've gotten that down.

For, it took me a year, but I got [00:46:45] that down. Okay. What's the, what's the next thing? So just trying to chip away at things. Um, [00:46:50] hiring also makes that kind of like, I knew that hiring was really gonna [00:46:55] make me dial that in.

Jaxie: Yeah.

Holly: Um, but [00:47:00] yeah, so. Hi. Yeah, and I, so I wrote down a couple notes and I'll just say, [00:47:05] but I like hiring was probably one of the coolest.

Experie

Jaxie: Experie. That's where we're moving to next. Okay. Alright. [00:47:10] So just, and Mary just asked too of like when you knew how to hire, so like, [00:47:15]

Holly: oh yeah.

Jaxie: Talk to us about like hiring and also who you hired first. Um, [00:47:20] and at one point you knew you were ready to hire.

Holly: Yeah. So, um, it is a good [00:47:25] question. So. Actually, I'm gonna like backtrack just a tiny, tiny bit.

So I, when I [00:47:30] first started my practice, like I really just thought I was gonna be in it for myself and that was [00:47:35] fine. Um, but I had my, like I was in [00:47:40] Mastermind for a year and so you have like a kind of a catch up meeting every year. And so I had a meeting with John [00:47:45] and I asked him the same question and he said, uh, when your books are like consistently [00:47:50] 80% full or so, something like that, or 90% full for two months.

Um. [00:47:55] And that's where I was. So like I knew when I had this number of patients, you [00:48:00] know, month after month, that's when I needed to start looking. But, well, no, you're supposed, supposed to start looking [00:48:05] before that, but, um, but that's when I knew I needed to hire. So, [00:48:10] uh, I, yeah, like I thought, I thought I wanted to be in business for myself.

I [00:48:15] was at a mastermind event and, um, on just one of the [00:48:20] presentations they were talking about like what the different levels of. Business building [00:48:25] looks like and what that means. And so I kind of on that, on, at [00:48:30] that event realized like our family goal or me and my husband's [00:48:35] goal is to like have a farm out west.

And um, [00:48:40] I originally thought that I wanted to build my practice to a point where I could sell it and then live off of [00:48:45] that. But I realized like I don't really wanna be. Out of the loop. So, [00:48:50] um, I wanna build my practice to a point where I can manage from afar, um, [00:48:55] and be an actual, like, contributor to this goal that we have and realize [00:49:00] like, yeah, I actually like, this isn't just my little hobby, this is something that I could build into something [00:49:05] really cool.

And actually like, um. Support us [00:49:10] as, as a, a business in our, in our goal of moving. Um, [00:49:15] so that kind of catapulted things. And then, yes, my, I, I think [00:49:20] as soon as I got home and had that goal in mind, my. Practice like just started [00:49:25] exploding. It's kind of crazy. I don't even think I really did anything different.

It's just that energy was out there. [00:49:30]

Jaxie: Yeah.

Holly: Um,

Jaxie: it's like that weight was lifted.

Holly: Right, right. And knowing kind of where I wanted to [00:49:35] go. So that changed things for me too. And then, you know, having my books be full for [00:49:40] a couple months. Um, and so I did start putting it out there that I wanted to hire [00:49:45] pt. Um. I also, so in all [00:49:50] reality, the first person I hired was a marketer, which she helped me a lot with that.

She was helping [00:49:55] me with my LinkedIn and social media and stuff, trying to get the word out there, um, [00:50:00] to hire someone. Um, and then [00:50:05] I actually approached, so this, this was part of, part that was like [00:50:10] really cool was I. At Robins, my last job, I had some people that I [00:50:15] really loved working with and um, I finally was at a point where [00:50:20] I was like, I could actually offer one of my friends who I loved working with [00:50:25] and who I trust as a PT to come work with me.

And that was like the coolest [00:50:30] feeling. And so my husband and I went, you know, went out to dinner with him and pitched it to him and, um, had [00:50:35] multiple conversations about it. And it's funny 'cause like maybe in June. [00:50:40] Or something. It, it was not the right time for him. Um, [00:50:45] and so he is like, it's not a, it's not a if it's a when, so I was like, okay, I just have to be patient [00:50:50] and, um.

So a couple months later, [00:50:55] his practice was gonna be closing down. He was a clinical director of a, of a, a clinic. [00:51:00] They were gonna be closing that down. And he reached back out to me and was like, [00:51:05] so when's my interview? And I was, yeah. And I was like, oh, are you kidding me? So, [00:51:10] um. That happened. And then just through the, [00:51:15] the marketing aspect of which I highly recommend, like get a, get a fresh out of college [00:51:20] person, or I had a, um, uh, communications and marketing major who, [00:51:25] uh, came to work with me cheap.

And uh, that was [00:51:30] extremely helpful in that aspect of trying to get the word out there. So through one of her [00:51:35] posts, I had a dance PT reach out to me. Um. Who was willing to [00:51:40] do part-time. So, uh, yeah, so I had, I was [00:51:45] freaking crazy and hired two PTs at once. Um, [00:51:50] and yeah, here we are.

Jaxie: And here we are. And it's working.

And

Holly: here we are. [00:51:55] Yeah. Yeah, it is. It's working. So, um, yeah. Oh, [00:52:00] the, well, yeah, nevermind.

Jaxie: Go ahead.

Holly: What

Jaxie: were you gonna say?

Holly: Well, I, I [00:52:05] just, this is more just like an encouragement note, but I, I had written down like [00:52:10] if, if you are thinking like. I just wanted to be in this for myself. [00:52:15] And that is perfectly fine.

That is absolutely perfectly fine. But you [00:52:20] know, if you are anything like me and you have these like far off goals, like don't think small. 'cause [00:52:25] I, if, if anything I was the person just thinking like, oh yeah, I'm just gonna have my little business. [00:52:30] And then, you know, eventually like, yeah, like I said, had these goals and everything and, [00:52:35] and with that thought and with that, uh, trajectory.

In [00:52:40] my second full year of practice, I was able to pay myself significantly more than I was making [00:52:45] at my last job, um, as a part owner. So [00:52:50] like,

Jaxie: if you're comfortable sharing, so you've had your practice [00:52:55] for two and a half years? Three

Holly: years, yes. Mm-hmm. Uh,

Jaxie: uh,

Holly: yeah. It'll be in [00:53:00] June. It'll be three years.

Jaxie: Okay.

If you're comfortable, what was your revenue your [00:53:05] first year?

Holly: So, uh. Convoluted. It was like 60 [00:53:10] because it was like half of the year, but it was like 62.

Jaxie: Okay. Um, and what [00:53:15] was 2025?

Holly: 2 56. Yeah. [00:53:20] Yeah.

Jaxie: Good job. Yes, Holly.

Holly: Thank you. Thank

Jaxie: you. That's so [00:53:25] exciting. So that is, it's

Holly: exciting.

Jaxie: I mean, in two years mm-hmm.

You've been able [00:53:30] to, um. Pay yourself ex, like exponentially more [00:53:35] than you had at a clinic director rate,

Holly: right.

Jaxie: Working probably way less [00:53:40] hours, um, hours. Oh gosh.

Holly: Yeah, yeah, yeah. Right.

Jaxie: We'll say clinic hours because Yeah. We'll

Holly: say [00:53:45] clinic hours. Yes.

Jaxie: Owning a business, you're always working.

Holly: Yes.

Jaxie: Um, but now you're, you're also able [00:53:50] to, in, you know, two and a half years offer that same lifestyle of the reason [00:53:55] why you started your business to, to other employees.

Holly: Right. Right, exactly. [00:54:00]

Jaxie: So

Holly: yes,

Jaxie: you should be extremely proud of that.

Holly: Thank you. Thank you. It's, it's fun. And I, [00:54:05] the, it's so incredibly rewarding to [00:54:10] take someone who just came from a PT mill, um, you know, who was, [00:54:15] who has two young girls and was going home with three hours of notes every night. You [00:54:20] know, hours and hours of notes every weekend, um, you know, [00:54:25] significantly reduced.

Quality of life and family time and work life balance and all the [00:54:30] things. Um, he picked up and was ready to ready and [00:54:35] is driving an hour to get to work every day. Um, you know, [00:54:40] obviously significantly less notes and I'm putting, you know, marketing stuff on him and all [00:54:45] these other things and he is happy as a clam.

Happy to drive an hour back and forth to work [00:54:50] every day. Um, and is like he thanks me. Probably [00:54:55] like every other week I get this like very appreciative text and how happy he is and how supportive he [00:55:00] is. And he, you know, even like I had a neck issue going on a couple weeks ago and he is like, I [00:55:05] see you. He is like, you know, I, I just want you to know I'm here for you and I'm happy to be a part of this team and [00:55:10] blah, blah, blah blah.

So, um, yeah, like don't [00:55:15] underestimate what you can offer people too. 'cause that is one of the coolest and most rewarding [00:55:20] things ever.

Jaxie: I'd agree. Um, so Ty, to kind of just [00:55:25] wrap things up, because I wanna appreciate your time, we could talk for hours. Um, what would you kind of [00:55:30] leave it as is like your biggest piece of advice for our rainmakers right now?[00:55:35]

Holly: Ooh, um, well, I kind of already said it, but like, [00:55:40] I, I said like, don't think small and that's perfectly fine. But, [00:55:45] um, you know, don't, don't limit it just for yourself and just know like. [00:55:50] You, you have something really cool that you're creating and [00:55:55] building and you can get to a point where you can share it with other people.

And like, [00:56:00] I got to hire two of my really close friends and you can have a lot of fun with it. [00:56:05] Um, and so even though it's stressful and you're in the thick of it, and [00:56:10] some days it kind of sucks, like you can build it to a place where you're not lonely [00:56:15] anymore and you get to work with your friends and you get to offer really cool, um.

Just, yeah, [00:56:20] a cool opportunity to, um, someone who you may not, they might not [00:56:25] even know that they're looking for it, but you have it to offer. So [00:56:30]

Jaxie: yeah. Awesome.

Holly: It's fun.

Jaxie: Um, and Holly, I didn't even ask, like, can you share the [00:56:35] name of your practice?

Holly: Oh,

Jaxie: yeah, yeah. Where, where you're located. Yeah. Um, and how people can kind [00:56:40] of follow along with your journey on Instagram.

Holly: Yeah. Cool. Um, so it's Elevation Physical [00:56:45] Therapy. Um, we are in New Jersey. We are about to be in Lebanon, New [00:56:50] Jersey. And, uh. So it's elevation dot physical dot therapy on [00:56:55] Instagram. And so you'll see actually a lot of posts. We're hopefully in the beginning of [00:57:00] February moving into our double the size space.

[00:57:05] Um, and it's just, just mine, just ours. And we're really [00:57:10] proud. So. Follow along on that journey and get to see cute puppy pictures, [00:57:15]

Jaxie: cute puppy pictures and videos. Well, Holly, I am so proud of all the progress [00:57:20] you've made. It's always so fun. I like the first person I find when I get to a mastermind event is usually [00:57:25] Holly, because she's way shorter than she looks on screen and just like give her a really big [00:57:30] hug, um, because she's.

A perfect example of someone [00:57:35] that, um, didn't have the easiest, I'd say beginning, but mm-hmm. Has [00:57:40] really just like stayed super consistent, um, and has enjoyed every [00:57:45] part of the journey and, um, is doing amazing things. So

Holly: thanks Jackie.

Jaxie: [00:57:50] Yeah. Holly, thank you so much for your time, everyone. I hope you have a great Wednesday.

We're gonna continue to do [00:57:55] these once a month. Um, so if. You like them, like please let us know. If you [00:58:00] hate them, don't show up. Um, don't let me know. And um, yeah, if you [00:58:05] guys have any questions, um, you can reach out to me and I can always relay them to Holly. [00:58:10] We don't wanna bombard Holly with all of all the questions.

Um,

Holly: happy to answer. [00:58:15]

Jaxie: Yeah. Thank you so much for your time, Holly. Everyone have a great day.

Holly: Yeah. Bye everybody. [00:58:20]

Jaxie: [00:58:25] Thank.