How Jay Salerno Built Salerno Sports Therapy Into a Multi-Provider Sports Performance Practice

Starting a cash-based physical therapy practice is one thing.

Building a recognizable sports performance brand with multiple providers is something else entirely.

In this Clinic Interview Series episode, PT Biz coach Jackie Methe sits down with Rainmaker graduate and Mastermind member Jay Salerno to discuss how he went from working in the hospital system to building a thriving sports physical therapy practice in Columbia, South Carolina.  

Today, Salerno Sports Therapy serves runners, golfers, lifters, and active adults through one-on-one, performance-focused physical therapy and training programs designed around helping athletes stay active for life.  

But it didn't start that way.

Why Jay Left the Traditional PT Model

Like many cash practice owners, Jay didn't leave because he stopped loving physical therapy.

He left because he wanted more autonomy.

The traditional healthcare environment often places productivity, insurance restrictions, and administrative demands ahead of patient outcomes.

Eventually, Jay realized he wanted to build something different.

A practice where he could spend more time with patients, create a better experience, and build care around performance instead of insurance limitations.  

The Practice Started Small

Jay didn't launch with a large facility.

He started inside an available treatment room connected to his wife's pelvic health practice.

Before work.

After work.

Weekends.

Any available time.

Like many successful clinic owners, he validated demand before making the leap full time.

The goal wasn't perfection.

The goal was proof.

Proof that patients would pay for the service.

Proof that referrals would happen.

Proof that a business could exist outside of the hospital system.

Community Was the First Marketing Strategy

One of the biggest lessons from Jay's story is that relationships came before marketing tactics.

He consistently showed up in the same communities.

CrossFit gyms.

Running groups.

Local fitness circles.

He wasn't trying to "network."

He was simply becoming part of the communities he wanted to serve.

Over time, trust developed.

And trust led to referrals.

Why Injury Screens Outperformed Traditional Workshops

Like many PTs, Jay initially experimented with workshops.

They created awareness.

But injury screens created action.

Instead of speaking to a room full of people who might need help someday, injury screens allowed him to meet people who already had a problem they wanted solved.

That shortened the path from conversation to patient.

And it became one of the most effective marketing channels in the practice.

Learning Sales Changed Everything

PT school teaches clinical skills.

It doesn't teach sales.

Yet sales determines whether people actually move forward with care.

Jay discusses how learning to communicate value became one of the biggest growth levers in his business.

Not because he became pushy.

But because he learned how to:

• Ask better questions
• Understand patient goals
• Communicate outcomes clearly
• Guide people toward decisions

Those skills helped increase conversions and allowed the practice to grow beyond a solo-provider model.

The Practice Could No Longer Live Inside His Head

Every clinic eventually reaches the same bottleneck.

The owner becomes the system.

That works until hiring becomes necessary.

For Jay, growth required documenting processes.

Scheduling.

Patient communication.

Administrative workflows.

Operational systems.

Instead of explaining everything repeatedly, he began creating repeatable systems that others could follow.

That's when the business became scalable.

How Niching Down Accelerated Growth

One of the most interesting parts of the conversation is how Jay gradually became more specialized.

Today, Salerno Sports Therapy is known for helping:

• Runners
• Golfers
• Lifters
• Active adults
• Athletes seeking performance-focused care

The clinic's positioning is clear and intentional. Their messaging focuses on helping athletes and active adults return to training, competition, and performance through one-on-one, exercise-first physical therapy.  

That specialization made marketing easier.

Referrals stronger.

And community partnerships more valuable.

What Makes Salerno Sports Therapy Different

As the practice grew, Jay remained committed to several core principles.

One-on-One Care

Every visit includes dedicated one-on-one time with a physical therapist instead of high-volume treatment models.  

Performance-Focused Treatment

The clinic operates in a gym-like environment featuring barbells, kettlebells, turf, and strength-based rehabilitation rather than traditional passive treatment approaches.  

Athlete-Centered Programming

The practice serves runners, golfers, lifters, and active adults with specialized assessments, return-to-sport planning, and performance programming.  

Long-Term Relationships

The goal isn't simply reducing pain.

The goal is helping people continue doing the activities they love for years to come.

The Real Lesson From Jay's Journey

The biggest takeaway from this episode isn't about marketing.

It's about growth.

Personal growth.

Leadership growth.

Business growth.

Jay's story reinforces something we see repeatedly inside PT Biz:

Businesses rarely outgrow their owners.

As owners develop stronger leadership skills, communication skills, and business skills, their clinics tend to follow.

Growth is often less about finding the perfect strategy and more about becoming the person capable of leading a larger organization.

Key Takeaways

Start Before You're Comfortable

Most successful clinic owners begin before they feel fully ready.

Relationships Drive Referrals

Community involvement creates trust long before someone becomes a patient.

Learn Sales

Clinical expertise matters.

The ability to communicate value matters too.

Build Systems Early

A business becomes scalable when it no longer relies entirely on the owner.

Specialization Creates Momentum

The clearer your positioning, the easier it becomes to attract the right patients.

Invest in Personal Growth

Your business will usually grow at the same pace you do.

Technology Spotlight

Want clinicians spending less time documenting and more time building relationships?

Claire is an AI scribe built specifically for physical therapists that helps reduce documentation time and improve the patient experience.

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https://www.meetclaire.ai/?utm_source=preroll&utm_medium=podcast&utm_campaign=pt_entrepreneurs

Resources

👉 PT Biz Part-Time to Full-Time Challenge

https://physicaltherapybiz.com/challenge

👉 PT Biz Training YouTube Channel

https://www.youtube.com/@ptbiztraining

👉 Salerno Sports Therapy

https://www.salernosportstherapy.com/