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Your Google Reviews Are a Gold Mine. Start Digging. PT Breakfast Club | October 8, 2026 Featuring Jimmy McKay, Dave Kittle, and Tony Maritato What if your physical therapy clinic's best marketing research is already sitting on Google? Most clinic owners focus on accumulating five-star reviews. But those reviews contain something potentially more valuable: the language patients use to explain their problems, frustrations, experiences, and results. In this episode of PT Breakfast Club, Jimmy,...

$7,000, Six LinkedIn Posts, One New PT Hire PT Breakfast Club | Jimmy McKay, Dave Kittle & Tony Maritato Finding and hiring great physical therapists is one of the biggest challenges facing clinic owners. Dave Kittle decided to experiment. Rather than relying solely on job boards and traditional recruiting, Dave took six of his best-performing organic LinkedIn posts and invested approximately $6,000–$7,000 to get them in front of more physical therapists. A candidate saw two of those posts,...

Physical therapy is for everyone. But if your marketing is for everyone, who exactly are you talking to? On the first day of Physical Therapy Month, Jimmy McKay, Tony Meritato and Dave Kittle dig into APTA’s public-facing messaging, “PT for future me,” the role of professional associations, and one of the biggest communication problems in physical therapy: We keep trying to say everything at once. The episode explores the difference between representing the entire profession and creating com...

What does Barnes & Noble have to do with the future of physical therapy? More than you might think. Barnes & Noble couldn't compete with Amazon by simply offering more books. So the company changed what a bookstore could be: experience, discovery, community, events, gifts, toys, coffee, and local relevance. That launches Jimmy McKay, Tony Meritato, and Dave Kittle into a much bigger PT Breakfast Club conversation: What game is physical therapy actually playing? The guys explore what PT clin...

You probably don’t need another camera. You probably don’t need a better microphone. And you definitely don’t need to wait until your content is perfect. You need reps. On this episode of PT Breakfast Club, Jimmy McKay, Tony Maritato and Dave Kittle launch the Content Dojo, a 28-day experiment designed to help physical therapists stop overthinking content and actually start creating it. The guys break down why consistency beats perfection, how Tony turns simple ideas into massive engagement...

What if the biggest thing holding your clinic back isn’t a lack of ideas? It’s waiting until the idea feels safe. Jimmy McKay, Tony Maritato and Dave Kittle bounce from Airbnb cereal to physical therapy marketing, hiring, recruiting, content creation and virtual assistants in an episode that keeps arriving at the same conclusion: Take the shot. Learn. Adjust. Dave breaks down the five levels of customer awareness and why most clinic marketing tries to move people from attention directly to a...

What if the goal of your next physical therapy job ad wasn’t to attract more people? What if it was to repel almost everyone except the few clinicians who would actually love working for you? Jimmy McKay and Tony Maritato dig into recruiting, advertising, AI and psychology after Tony asks a fascinating question: What would advertising legend David Ogilvy want to know before writing a job ad for a physical therapist? That question produces a 12-part framework clinic owners can use to evaluate...

Your Practice Sale Starts Years Before You Sell Most physical therapy practice owners think about selling their business when they’re ready to sell. Paul Martin thinks that’s already too late. Paul is a physical therapist, founder of Martin Healthcare Advisors, and former clinic owner who helped grow a three-clinic operation into 21 locations. After decades working with PT practice owners, he says one mistake appears again and again: Owners treat selling their practice like an event. It is...

Are physical therapists spending too much time optimizing things that barely matter? Jimmy McKay and Tony Maritato start with the growing backlash against AI-generated content and quickly uncover a much bigger question: Are we arguing about the tool, the output, or just something we don't like? That same tendency shows up everywhere in physical therapy. We obsess over perfect exercise form. We debate tiny biomechanical details. We search for the perfect posting time. We chase follower coun...

AI has made experimentation cheap. So why are we still acting like every idea costs $5,000? On this episode of PT Breakfast Club, Jimmy McKay and Tony Maritato start with the debate over AI in education and end up somewhere much bigger: what happens to physical therapy when the cost of learning, creating, testing, building, and iterating drops dramatically? Tony walks through using AI to build a new website, generate social content, create viral knee-replacement imagery, analyze information, a...

Why do physical therapy clinics feel broken even when everyone seems to be working harder? On this episode of PT Breakfast Club, Jimmy McKay, Tony Maritato, and Dave Kittle dig into physical therapist hiring, clinician recruitment, clinic marketing, reimbursement, RTM, AI-driven efficiency, and the economics of running a PT practice. The conversation starts with a simple hiring problem: most clinics are competing for the same physical therapists using the same job boards, the same bonuses, and...

Should physical therapists be the only people who own physical therapy clinics? In this episode of PT Breakfast Club, Jimmy McKay and Tony Maritato dig into the business of healthcare, AI documentation, EMR adoption, and what happens when a clinic is built entirely around one clinician. Dave Kittle has the day off, but Jimmy previews part of his upcoming APTA Florida keynote, including a speed round of PTs doing things differently: cowboy PT, snow sports PT, dance PT, and other examples meant ...

Can cash-pay physical therapy clinics sell packages? In this episode of PT Breakfast Club, Tony Maritato, Dave Kittle, and Jimmy McKay react to recent discussion around state PT boards in North Carolina and Texas questioning whether cash-based, self-pay, or direct-pay physical therapy clinics can sell discounted treatment packages or collect payment for services that have not yet been delivered. The crew breaks down the tension between consumer protection and business reality. Are these rules ...

What if your one-star review is not a disaster? What if it is actually one of the clearest ways to show people what your clinic stands for? In this episode of PT Breakfast Club, Jimmy McKay, Dave Kittle, and Tony Maritato talk about content, clinic storytelling, virtual assistants, outsourcing, moonlighting, AI, and referral relationships. Jimmy and Dave start by talking about why PT Breakfast Club seems to be connecting with people: it is loose, unscripted, opinionated, and willing to say th...

What if the future of physical therapy is not just more visits, more units, and more productivity pressure? In this episode of PT Breakfast Club, Tony Maritato, Dave Kittle, and Jimmy McKay start with a productivity benchmark chart comparing outpatient private practice, corporate clinics, cash-based care, hospital outpatient, sports med, and high-volume clinics. That opens up a bigger discussion about what productivity really means in PT. Is 25 visits a day automatically bad? Is one-on-one cas...

What matters more in a physical therapy hire: clinical skill, reliability, values, or fit? In this episode of PT Breakfast Club, Dave Kittle and Tony Maritato talk through the uncomfortable parts of hiring that rarely make it into job descriptions. Tony starts with a question every clinic owner eventually faces: what do you do with someone who is great with patients, but unreliable? Dave shares his interview process, including phone screens, Zoom calls, in-person skills assessments, reference ...

John Gallucci, CEO of JAG Physical Therapy, joins PT Pintcast for a conversation about business, failure, community, mentorship, branding, and building a physical therapy company that lasts. John traces his story back to Brooklyn, Staten Island, and his family’s surgical supply business. When consolidation took away his father’s hospital contracts, the family lost the business and the home John grew up in. That experience became one of his defining lessons: you are never smarter than the curve....

Your clinic is already full of content. You just may not be noticing it. In this episode of PT Breakfast Club, Tony Maritato and Jimmy McKay dig into what is actually working in physical therapy content right now. Jimmy shares what he is learning from LinkedIn, including why heat maps, rankings, dogs, sneakers, and “PT but make it…” posts perform well. The reason is not magic. People engage when they can identify with something, argue with it, correct it, or add themselves to the story. Tony ...

Is physical therapy school still worth it? In this episode of PT Breakfast Club, Jimmy McKay joins from the APTA Connecticut golf fundraiser at Lyman Orchards, where every round comes with a free apple pie. That becomes the first business lesson of the morning: people remember what is worth remarking on. Tony Maritato, Dave Kittle, and Jimmy use that idea to talk about what makes a clinic memorable, why healthcare defaults to being bland, and how practices can show their value instead of just ...

This episode of PT Breakfast Club starts with Jimmy McKay reporting from Prompt HQ after a trip to Portland for APTA’s Payment Summit and House of Delegates. Jimmy explains how he got in trouble for live tweeting the House of Delegates, why he likes the word “payment” more than “reimbursement,” and what it felt like watching the profession debate policy language in real time. Dave Kittle pushes hard on the bigger question: has payment advocacy actually moved the needle for physical therapy? If...

What does Sophie Cunningham have to do with physical therapy? More than you might think. In this episode of PT Breakfast Club, Tony Maritato, Dave Kittle, and Jimmy McKay start with WNBA attention, athlete branding, Tom Brady publicity stunts, and the uncomfortable truth that the biggest money often comes from what surrounds the game, not the game itself. Then the crew brings that back to PT. If a physical therapist wants wealth, freedom, or leverage, maybe patient care is not the whole vehi...

What if physical therapy is not bad at care, but bad at naming, packaging, and selling the thing patients actually want? In this episode of PT Breakfast Club, Jimmy McKay, Tony Maritato, and Dave Kittle start with Dave’s poker night in New York City and end up in a much bigger conversation about relationship-building, recruiting, cash-pay offers, performance training, AI, and why clinics may need to stop selling visits. The crew talks about how poker night, PT pub nights, student events, and l...

Physical therapy has always told students some version of the same story: Work hard. Get the degree. Help people. There will be a job waiting. But what happens when the math starts to break? In this episode of PT Breakfast Club, Jimmy McKay and Tony Maritato start with a post from Richard Severin about the financial viability of the physical therapy profession. The conversation quickly moves into PT school ROI, student debt, academic program pressure, and whether the next generation of stu...

Would you become a physical therapist again? That question sits underneath this episode of PT Breakfast Club with Jimmy McKay, Tony Maritato, and Dave Kittle. The conversation starts with physical therapy burnout. Tony reacts to a survey suggesting nearly half of PTs report burnout, and the crew debates what burnout actually means. Is it exhaustion? Cynicism? Reduced effectiveness? Or has the word become a catch-all for low pay, paperwork, bad bosses, student loans, long hours, and the general...