PT Business Blueprint: FrostFire

WEBVTT

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Like, that's a cool, it's a serious intro.

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It's a little cheesy and corny,

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but I like it like that.

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It sets the tone.

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Sam Foster, welcome to the show.

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Thank you so much.

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Thanks for having me, Jimmy.

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I mentioned this before we hit record.

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The goal is what if I could do, I mean,

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that's a bold statement.

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I said, what if I, in four to five years,

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do a thousand of these PT

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Business Blueprint conversations?

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What if I could do a thousand?

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And that's two hundred a year.

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But also, if they're fifteen minutes,

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that's totally doable.

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And the goal of today's conversation,

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this whole series,

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is show other therapists

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who are working now,

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maybe they're in school,

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maybe they're thinking

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about becoming a PT,

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the thousand different ways

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that someone can provide

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physical therapy or the

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thousand different things a

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PT could do to help people

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and build a business around that.

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I also think that in our...

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Our hearts is this Peace

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Corps gene that we're like,

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I want to help people.

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It's like, how will you do that?

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I will open a practice like

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that's a business.

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That's a business.

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Like, let's say that word.

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And that's good because if

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your business thrives,

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you can help more people.

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So you're doing business in

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a little bit different way.

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Let's get your backstory first.

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How have you been a PT

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previous to what you do now?

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So I graduated PT school in

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two thousand fourteen background.

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Before that, I was a school teacher,

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got hit by a car on my bike,

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led me down the path to PT and loved it.

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Love outpatient PT,

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specialized in back pain,

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really successful in the

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local region and decided to

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try for a business idea

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that my husband and I had.

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And here we are today.

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Is he a PT as well or this

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is just like a like a combo?

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It's a combo.

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He's in construction.

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Good.

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I like that because.

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What he might lose in not being a PT,

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he makes up for in not being a PT,

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in not having a blind spot.

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All right,

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so what's the business that you went for?

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We opened Frostfire, Sauna,

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and Cold Plunge.

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Got it.

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So clinicians out there are going, okay,

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I hear Frostfire, cool.

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I like the logo behind you

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if you're watching my live stream.

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Looks very, very appealing.

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I hear Sauna and Cold Plunge.

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But from a PT perspective,

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not a patient perspective,

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what's the business look like?

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It's all about recovery.

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So it's getting people in

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the door to do the sauna, cold plunge,

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but while they're here, I'm coaching them,

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I'm educating them,

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and that's the door into, okay,

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I've had this ache, I've had this pain,

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what could I do about it?

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And that's how I bring

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people to the PT side.

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I call this and I'm going to have her on.

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I've said it for a while.

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We just have a match

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schedule as a friend of mine,

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Megan Brown.

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I call this a Trojan horse.

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This is come in for the sauna,

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come in for the cold plunge,

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come in for what you think is recovery.

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Because if you're on these things,

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you're seeing the videos, this, that,

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and the other thing.

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And you're saying,

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come in for that under the

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eyes of a physical therapist.

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How'd you guys come up with this?

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We went to Asheville, North Carolina,

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had a wonderful experience

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with a sauna cold plunge,

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but it was after a four-day

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jiu-jitsu game.

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So I honestly didn't think I

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was going to be walking on a Monday,

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and I was bebopping around just fine.

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And I really attribute a lot

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of it to the sauna cold plunge,

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but also the community building.

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And that's what we wanted to

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bring was the community

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building of doing something difficult,

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surrounded by people you had just met,

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and working through –

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getting into an ice cold tub

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and working through three

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minutes there with people

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coaching you and cheering

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you on just like you would a marathon.

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People are cheering you on

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to be able to do it.

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And so it's community

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building and recovery.

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So talk to me more about the

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community building.

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Like, what's that like?

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Like,

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is this a monthly recurring

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membership for people?

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Is this a one-stop shop

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where I'm going to come in,

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I'm going to pay sixty

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bucks and I'm going to do the sauna,

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cold plunge, whatever?

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It's both.

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So we do one time,

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thirty dollar for an hour,

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forty for two hours,

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as much or as little sauna cold plunge.

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But the way we built it,

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we have a six person

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traditional sauna and two

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cold plunge clubs right

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next to each other.

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So you're actually always

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engaging with someone else.

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We do the memberships,

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if you know you love it,

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but the whole space is open

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and meant for people to

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constantly be interacting.

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So, so who's your, who are your avatars?

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I don't think you have one ideal customer,

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right?

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Like there's just,

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it might fit under like

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someone who's athletic, right?

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Like, I don't think my, you know,

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my grandmother is very active.

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She's ninety eight.

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Just by the way, Gammy's out in Oklahoma.

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I don't think she's your

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ideal person walking through the door.

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But are these like, like local,

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not just athletes,

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but like local sports teams?

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Is this like a triathlon

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team who like also says we're going to,

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we're going to throw down

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and we're going to go as a group?

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It's really all of the above,

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but more importantly,

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it's the person who doesn't

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have access to the cold plunge and sauna.

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So a lot of the teams have

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access to cold plunge, not the sauna.

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But I'm finding it's more the thirty,

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forty,

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fifty year old who's still very active,

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but the aches and pains are

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starting to set in or the

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person who wants to explore

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something different like

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cold plunging or sauna.

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And they just don't have the

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tools or the understanding

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of how to do it safely.

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And they want to talk with someone.

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They want me there to coach them.

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So how do they do this?

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Let's say we'll put me and

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my triathlon buddies.

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There's five of us.

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There's six of us total.

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Do we book a time?

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Like, hey,

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we know we're going on a long

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ride on Saturday.

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Do we then on Sunday morning book an hour,

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and then we're going to

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come in and then use the

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place like it's our rehab facility,

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like our –

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You can book it or you do drop-in.

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So I've had a good amount of

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business with drop-in

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because especially with

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being a parent myself,

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you never know when you're

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going to get that hour.

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And so the drop-in

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appointments have been popular.

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The booking's nice if you're

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doing group appointments

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because it's really easy

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for people to say, oh,

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I'm going to bring two of my friends.

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And with our memberships,

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it's cheaper to bring a friend.

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But most importantly,

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we want to be available.

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We're open seven days a week

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because fitness happens all the time.

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Injuries happen all the time.

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And so that availability is important.

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And there's always myself and my husband.

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We call ourselves our guides.

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The guides are there to

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guide you through how to do

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solder cold plunge.

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On site.

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But long term, you guys can't.

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You've got to phase yourself

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out of the business.

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You've got to teach other

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people to do that, right?

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I'm guessing.

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We're going to hire someone

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to become the guide.

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And I will matriculate into only PT.

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When I walk in.

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What's it like?

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Let's say me and my five

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buddies have it for an hour.

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Right.

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We were booked like that.

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We know there's space.

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Right.

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Because one person might be

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easy to sneak in,

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but six of us probably not so much.

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What's it look like?

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Are you do it?

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Is this like white glove?

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Like walk in?

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Here's a towel.

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Here's, you know, lemon water.

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Like,

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I feel like I'm is it like it like

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just what I'm looking at the logo,

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the vibe behind you and how

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you're describing it.

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It feels very much like higher end.

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spa than it does like you're

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walking in immediately

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you're and I can take you

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on a tour in a little bit

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but wellness recovery

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beverages we've got hot

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teas that are locally

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brewed retail for sauna and

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bath recovery aids you come

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in you've got the towel the

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robes it's a luxurious

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experience but it's also an

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educational experience so

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we wanted to push those two

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together the last thing we

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want is it to feel clinical

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I think that's your smartest move.

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I think this is where, again,

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I think you're a sucker

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punch or a Trojan horse,

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which is the front of your

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organization looks very

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much like the spa and spas

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don't sell bath bombs.

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They don't sell towels.

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They sell an experience.

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Like I want to feel in this

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hour and then hopefully the

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hour or two after that,

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this thing that I went through.

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if I have this issue or this problem.

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So, okay.

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So walk in very much like white glove,

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like I'm getting an experience.

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You mentioned some add-ons.

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Are you going to add

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something like massage?

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Do you offer that now?

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We don't offer it now.

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We have Norma Tech recovery boots.

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So we do the compression massage.

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It's a dollar a minute,

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but probably not doing the

00:07:57.696 --> 00:07:58.958
massage therapy because I

00:07:58.978 --> 00:08:00.038
want to go into the manual

00:08:00.079 --> 00:08:01.500
therapy of the PT side.

00:08:01.519 --> 00:08:02.961
So it's really going to be

00:08:03.100 --> 00:08:04.721
If you need those services, here,

00:08:04.762 --> 00:08:05.601
come talk to me.

00:08:05.641 --> 00:08:07.461
Here are the cash-based packages.

00:08:08.161 --> 00:08:08.583
That's cool.

00:08:08.762 --> 00:08:09.783
What else haven't I asked?

00:08:09.822 --> 00:08:10.882
What else is there that

00:08:10.923 --> 00:08:13.644
maybe you haven't gotten to show off yet?

00:08:13.663 --> 00:08:14.184
The culture.

00:08:14.764 --> 00:08:16.125
We are downtown Lynchburg.

00:08:16.285 --> 00:08:19.466
We have a mural by a local artist.

00:08:19.745 --> 00:08:21.625
We're ingrained in downtown Lynchburg.

00:08:21.685 --> 00:08:23.326
We received a grant through

00:08:23.367 --> 00:08:24.567
Launch Lynchburg that

00:08:24.646 --> 00:08:26.048
funded us to be in the

00:08:26.088 --> 00:08:27.468
downtown on Main Street,

00:08:27.807 --> 00:08:28.927
and we are part of the

00:08:28.947 --> 00:08:30.009
culture of our downtown

00:08:30.028 --> 00:08:31.129
that's beginning to thrive.

00:08:32.107 --> 00:08:32.707
So smart.

00:08:32.788 --> 00:08:33.828
So talk about that grant,

00:08:33.869 --> 00:08:35.249
like even just briefly, like, hey,

00:08:35.389 --> 00:08:36.250
you paid attention.

00:08:37.090 --> 00:08:38.090
Remember that guy back in

00:08:38.110 --> 00:08:38.770
like the eighties and

00:08:38.811 --> 00:08:40.931
nineties who would be on TV in the,

00:08:41.052 --> 00:08:41.731
in the suit coat,

00:08:41.751 --> 00:08:43.192
but it had question marks all over it.

00:08:43.572 --> 00:08:44.493
And he would like sell the

00:08:44.533 --> 00:08:45.153
book that was like,

00:08:45.352 --> 00:08:46.433
there's money out there.

00:08:46.474 --> 00:08:47.374
If you know how to apply,

00:08:47.394 --> 00:08:50.394
this is like pre-internet, right?

00:08:50.455 --> 00:08:51.535
And essentially his whole pitch was like,

00:08:51.556 --> 00:08:52.155
there's money there.

00:08:52.196 --> 00:08:53.035
So like you were smart

00:08:53.056 --> 00:08:54.817
enough to go look like, know about it,

00:08:55.057 --> 00:08:57.577
apply for it, apply well and win it.

00:08:58.202 --> 00:08:58.342
Yeah,

00:08:58.363 --> 00:09:00.323
I'm constantly on the Internet and

00:09:00.364 --> 00:09:01.764
websites and looking for

00:09:02.184 --> 00:09:04.566
ways like APTA and VPTA,

00:09:04.586 --> 00:09:06.547
which is our local Virginia PTA.

00:09:06.706 --> 00:09:07.847
There's scholarships that

00:09:08.028 --> 00:09:08.947
that are available.

00:09:08.967 --> 00:09:10.048
There's money available.

00:09:10.408 --> 00:09:11.708
So for the local downtown

00:09:11.729 --> 00:09:12.870
Lynchburg Association,

00:09:13.129 --> 00:09:14.951
there was an application to

00:09:14.990 --> 00:09:16.230
do a Zoom interview,

00:09:16.471 --> 00:09:17.591
which quickly led to eight

00:09:17.631 --> 00:09:19.413
weeks of business classes,

00:09:19.633 --> 00:09:21.614
which led to a Shark Tank style pitch.

00:09:21.894 --> 00:09:23.654
We won a thousand dollars for a grant.

00:09:24.096 --> 00:09:25.736
So you had to earn it.

00:09:25.897 --> 00:09:26.258
Got it.

00:09:26.597 --> 00:09:28.799
We earned it, but we also, you know,

00:09:29.139 --> 00:09:30.660
it was twenty five very

00:09:30.701 --> 00:09:32.842
persistent people out of what,

00:09:32.883 --> 00:09:35.004
seventy thousand people that live here.

00:09:35.424 --> 00:09:36.846
So it took some persistence

00:09:36.865 --> 00:09:37.586
and some learning,

00:09:37.667 --> 00:09:38.847
but we knew it was

00:09:38.868 --> 00:09:40.129
available because we looked for it.

00:09:41.129 --> 00:09:42.230
What was what was the

00:09:42.330 --> 00:09:44.751
overview of your pitch?

00:09:44.792 --> 00:09:45.773
Bringing recovery and

00:09:45.812 --> 00:09:48.754
wellness to Lynchburg, Virginia.

00:09:48.794 --> 00:09:49.655
This is a trick question.

00:09:49.716 --> 00:09:50.557
We already know the answer.

00:09:50.976 --> 00:09:51.778
Do you think if you had

00:09:51.817 --> 00:09:53.219
pitched a PT clinic, it would have won?

00:09:55.793 --> 00:09:56.754
People don't want more clinical situations,

00:09:56.774 --> 00:09:56.974
but I did.

00:09:56.994 --> 00:09:59.394
Yeah, exactly.

00:09:59.615 --> 00:09:59.815
Right.

00:09:59.875 --> 00:10:00.434
But you did,

00:10:00.495 --> 00:10:01.554
but you didn't because you

00:10:01.634 --> 00:10:03.154
framed it differently, right?

00:10:03.254 --> 00:10:04.495
So someone would say, well,

00:10:04.514 --> 00:10:05.895
this isn't traditional PT.

00:10:05.956 --> 00:10:07.155
And I would say, you're right.

00:10:08.115 --> 00:10:09.056
But I would say you're going

00:10:09.076 --> 00:10:10.395
to get people who might not

00:10:10.416 --> 00:10:11.697
have walked into a clinic,

00:10:11.996 --> 00:10:12.917
a traditional clinic,

00:10:13.376 --> 00:10:13.836
and you're going to get

00:10:13.876 --> 00:10:14.697
eyes on them and you're

00:10:14.716 --> 00:10:15.817
going to be able to whisper in their ear,

00:10:15.856 --> 00:10:16.918
which supposedly is what we

00:10:16.957 --> 00:10:18.077
want to get paid for in the future,

00:10:18.138 --> 00:10:18.357
right?

00:10:18.398 --> 00:10:19.337
The stuff between our ears

00:10:19.357 --> 00:10:20.097
and not necessarily,

00:10:20.118 --> 00:10:21.077
not just what we do with

00:10:21.118 --> 00:10:22.798
our hands or what we offer people.

00:10:22.818 --> 00:10:23.979
Go ahead.

00:10:25.668 --> 00:10:26.169
No, no, keep going.

00:10:26.669 --> 00:10:27.912
We're doing spinoffs like

00:10:28.072 --> 00:10:29.493
sauna and stretch where we

00:10:29.514 --> 00:10:30.914
can tailor it to their needs.

00:10:30.934 --> 00:10:32.256
You know, it's led by a PT.

00:10:32.297 --> 00:10:34.719
So all of this really truly is marketing,

00:10:35.080 --> 00:10:36.321
but it's marketing because

00:10:36.341 --> 00:10:37.482
I'm doing something I love

00:10:37.523 --> 00:10:39.365
that I believe in for the community.

00:10:39.705 --> 00:10:40.907
But eventually these people

00:10:40.927 --> 00:10:42.087
will come to trust me for

00:10:42.107 --> 00:10:43.009
the PT side of things.

00:10:43.349 --> 00:10:44.688
I think if you had done this,

00:10:44.869 --> 00:10:45.629
even if you had done

00:10:45.690 --> 00:10:46.850
everything the same way,

00:10:47.289 --> 00:10:49.549
but you did it in a clinical environment,

00:10:49.629 --> 00:10:50.711
I don't think it would work.

00:10:51.110 --> 00:10:52.510
Because that's not what I expect there.

00:10:52.910 --> 00:10:54.892
And Seth Godin's a famous business guy.

00:10:54.912 --> 00:10:55.871
You're familiar with Seth Godin.

00:10:56.172 --> 00:10:57.032
He writes books about

00:10:57.072 --> 00:10:58.532
business that are really, like for me,

00:10:58.631 --> 00:10:59.913
that are really short and simple.

00:10:59.993 --> 00:11:00.893
So I can feel like I've read

00:11:00.932 --> 00:11:01.332
a lot of books.

00:11:01.653 --> 00:11:02.352
Super smart guy.

00:11:02.852 --> 00:11:03.774
And he said,

00:11:04.234 --> 00:11:05.594
he sort of had a riff once

00:11:05.653 --> 00:11:09.315
where I like sushi and I like McNuggets.

00:11:09.914 --> 00:11:12.336
but I don't expect sushi at McDonald's.

00:11:12.876 --> 00:11:15.278
So when you walk into a PT clinic,

00:11:15.318 --> 00:11:17.860
you do sort of for better or for worse.

00:11:17.900 --> 00:11:18.841
And I think it's changing,

00:11:18.961 --> 00:11:19.902
but it's not totally there.

00:11:20.143 --> 00:11:21.964
I don't expect the paint I see behind you.

00:11:22.083 --> 00:11:23.865
I don't expect a cool, like that logo.

00:11:24.184 --> 00:11:26.307
I don't expect to see to your right.

00:11:26.386 --> 00:11:27.567
I think was like a relaxed,

00:11:27.648 --> 00:11:28.548
chill chair that you have

00:11:28.568 --> 00:11:29.710
like the Norma tech boots on.

00:11:30.429 --> 00:11:32.091
That's we sort of hide that

00:11:32.130 --> 00:11:33.711
and we do we white coat it.

00:11:34.351 --> 00:11:36.592
And we sort of hide behind

00:11:36.673 --> 00:11:37.293
some of those things.

00:11:37.312 --> 00:11:38.053
And I'm not saying don't

00:11:38.094 --> 00:11:39.214
break out a stethoscope or

00:11:39.254 --> 00:11:40.134
blood pressure cuff.

00:11:40.835 --> 00:11:42.274
I'm saying give people an

00:11:42.315 --> 00:11:43.196
environment they would like

00:11:43.235 --> 00:11:44.576
to relax in because isn't

00:11:44.596 --> 00:11:46.017
that step one and getting

00:11:46.057 --> 00:11:47.658
someone to open up and move.

00:11:48.583 --> 00:11:48.744
Right,

00:11:48.803 --> 00:11:49.825
and I think that's the wave of the

00:11:49.884 --> 00:11:50.206
future.

00:11:50.525 --> 00:11:52.528
When we are enabling and

00:11:52.567 --> 00:11:53.708
empowering people to pay

00:11:53.729 --> 00:11:54.769
for their own health care

00:11:55.110 --> 00:11:57.172
through cash-based and take

00:11:57.751 --> 00:11:59.494
the initiative to take care of themselves,

00:11:59.793 --> 00:12:00.575
we have to give them an

00:12:00.595 --> 00:12:02.316
experience that is customer

00:12:02.336 --> 00:12:03.216
service oriented.

00:12:03.717 --> 00:12:05.318
And it cannot be something

00:12:05.499 --> 00:12:06.879
like they're fearful of

00:12:06.980 --> 00:12:08.221
pain or they're fearful of

00:12:08.302 --> 00:12:09.363
the presentation.

00:12:09.643 --> 00:12:11.224
It's got to be an enjoyable experience.

00:12:11.825 --> 00:12:12.905
I also think...

00:12:14.190 --> 00:12:15.650
The subtle thing that you're

00:12:15.692 --> 00:12:17.113
doing that I noticed anyway

00:12:17.212 --> 00:12:18.634
is I feel like a lot of

00:12:18.673 --> 00:12:19.975
times when you walk into a clinic,

00:12:20.015 --> 00:12:20.916
it's very much something's

00:12:20.956 --> 00:12:22.837
going to happen to me, right?

00:12:22.857 --> 00:12:23.958
Something's going to happen to me.

00:12:24.259 --> 00:12:24.559
Someone,

00:12:24.679 --> 00:12:26.081
you are going to do something to

00:12:26.160 --> 00:12:27.582
me and that thing will make

00:12:27.623 --> 00:12:29.024
me feel better where I

00:12:29.063 --> 00:12:30.404
think you're essentially

00:12:30.446 --> 00:12:31.927
saying you come in here and

00:12:31.966 --> 00:12:33.008
you're going to do stuff.

00:12:33.168 --> 00:12:34.009
We're going to do stuff.

00:12:34.028 --> 00:12:35.429
I'm going to walk you through stuff.

00:12:35.831 --> 00:12:36.650
Then you'll feel better.

00:12:36.691 --> 00:12:37.631
It changes it a little bit

00:12:37.652 --> 00:12:39.193
from passive to active.

00:12:40.030 --> 00:12:41.831
Yes, and I think it's more approachable.

00:12:41.851 --> 00:12:42.692
And that's how we have to do

00:12:42.711 --> 00:12:43.451
the cold plunging.

00:12:44.113 --> 00:12:45.293
The person is choosing to

00:12:45.312 --> 00:12:46.033
put themselves in an

00:12:46.133 --> 00:12:47.894
uncomfortable situation, but at all times,

00:12:47.933 --> 00:12:48.594
they're in control.

00:12:49.014 --> 00:12:49.975
You're choosing to get in.

00:12:49.995 --> 00:12:51.014
You're choosing when to get out.

00:12:51.315 --> 00:12:52.875
And honestly, by framing it that way,

00:12:53.296 --> 00:12:54.876
I'm seeing people really

00:12:54.897 --> 00:12:57.417
surpass what my recommendations are.

00:12:57.437 --> 00:12:58.697
They're going for the three minutes.

00:12:58.717 --> 00:12:59.857
They're going for the colder.

00:12:59.878 --> 00:13:01.119
They're getting more smiles

00:13:01.158 --> 00:13:01.818
and more benefit.

00:13:02.119 --> 00:13:03.580
Our Google reviews are off

00:13:03.600 --> 00:13:04.700
the chart five star,

00:13:05.059 --> 00:13:06.561
and people are wanting to leave reviews,

00:13:06.581 --> 00:13:07.980
because honestly, it works,

00:13:08.181 --> 00:13:09.062
but they're empowered.

00:13:09.581 --> 00:13:10.442
And I think that's why

00:13:10.462 --> 00:13:12.104
they're there to leave the

00:13:12.163 --> 00:13:14.125
review and to have that good experience.

00:13:14.145 --> 00:13:15.407
Where are you in the stage of this?

00:13:15.427 --> 00:13:17.229
How long you've been open?

00:13:17.308 --> 00:13:18.129
October fourteenth.

00:13:18.149 --> 00:13:18.990
We opened the doors.

00:13:19.049 --> 00:13:21.011
So we're brand new.

00:13:21.032 --> 00:13:21.131
Yeah.

00:13:21.152 --> 00:13:23.453
Yeah, that's great.

00:13:24.034 --> 00:13:26.177
What surprised you even the

00:13:26.256 --> 00:13:27.238
month that you've been open

00:13:27.258 --> 00:13:28.057
or not even a month that

00:13:28.077 --> 00:13:28.578
you've been open?

00:13:28.639 --> 00:13:29.759
What surprised you that you

00:13:29.799 --> 00:13:30.581
didn't see coming?

00:13:30.841 --> 00:13:31.822
What was the surprise?

00:13:32.400 --> 00:13:33.822
how much benefit people are

00:13:33.841 --> 00:13:35.442
getting from the sauna cold plunge,

00:13:35.643 --> 00:13:36.403
the reactions.

00:13:36.663 --> 00:13:37.583
When they walk through the

00:13:37.604 --> 00:13:38.504
door when they're done,

00:13:38.804 --> 00:13:39.945
the smiles are bigger.

00:13:40.346 --> 00:13:41.446
People are reporting they're

00:13:41.466 --> 00:13:42.147
sleeping better.

00:13:42.407 --> 00:13:44.807
It's neat to watch the research in action.

00:13:45.028 --> 00:13:46.288
You know, you expect it to work,

00:13:46.668 --> 00:13:47.208
but honestly,

00:13:47.249 --> 00:13:48.190
I'm pinching myself because

00:13:48.210 --> 00:13:49.230
it's working so well.

00:13:49.451 --> 00:13:50.311
That's what surprised me.

00:13:50.671 --> 00:13:50.971
Yeah.

00:13:51.432 --> 00:13:53.293
What is advice you would

00:13:53.332 --> 00:13:55.114
give to someone else who is

00:13:55.134 --> 00:13:55.754
either going to open

00:13:55.793 --> 00:13:57.835
something similar or just open in general,

00:13:57.855 --> 00:13:59.235
like just become a business owner?

00:13:59.275 --> 00:14:00.057
Anything you would want to

00:14:00.096 --> 00:14:01.356
whisper in your ear six,

00:14:01.457 --> 00:14:01.998
eight months ago?

00:14:03.889 --> 00:14:05.230
number one is go for it but

00:14:05.270 --> 00:14:07.172
you're a strong pt we're

00:14:07.231 --> 00:14:09.552
smart and use the tools we

00:14:09.613 --> 00:14:11.234
have in a creative way if

00:14:11.274 --> 00:14:12.573
you want a creative outlet

00:14:12.894 --> 00:14:14.495
you make it create the

00:14:14.514 --> 00:14:15.375
world you want to treat in

00:14:15.395 --> 00:14:16.916
because it's available to

00:14:16.936 --> 00:14:19.258
you so you're making me

00:14:19.298 --> 00:14:20.498
think that there's two ways

00:14:20.538 --> 00:14:21.458
to go about this well

00:14:21.479 --> 00:14:22.219
there's a lot more in two

00:14:22.259 --> 00:14:23.078
ways but like there's two

00:14:23.099 --> 00:14:24.259
quick ways right you could

00:14:24.320 --> 00:14:26.301
open a clinic and then try to make it

00:14:27.596 --> 00:14:29.278
like an experience, like you're doing it,

00:14:29.599 --> 00:14:30.700
you're doing it the other way.

00:14:30.779 --> 00:14:31.379
You're opening the

00:14:31.399 --> 00:14:33.402
experience and sort of suckering them in,

00:14:33.501 --> 00:14:35.663
suckering them in to a

00:14:35.703 --> 00:14:36.423
clinical environment,

00:14:36.464 --> 00:14:37.764
like getting them in front of a PT.

00:14:38.025 --> 00:14:39.527
I think the other way is harder.

00:14:40.447 --> 00:14:42.349
I think if you start a traditional clinic,

00:14:42.389 --> 00:14:43.870
it's harder to change that

00:14:43.909 --> 00:14:45.071
than it is the direction

00:14:45.091 --> 00:14:45.711
that you're going.

00:14:45.731 --> 00:14:46.272
Yeah.

00:14:46.292 --> 00:14:48.533
I, I want the people off the streets.

00:14:48.553 --> 00:14:49.774
I want the tourists.

00:14:49.815 --> 00:14:50.775
And so I,

00:14:51.347 --> 00:14:52.389
I wouldn't say it's easier,

00:14:52.428 --> 00:14:53.409
it's just different.

00:14:53.970 --> 00:14:54.230
Yeah.

00:14:54.530 --> 00:14:55.532
But to me,

00:14:55.572 --> 00:14:57.472
it feels more welcoming in the

00:14:57.513 --> 00:15:02.076
sense that it's just more approachable.

00:15:02.096 --> 00:15:04.599
It doesn't mean the other way is wrong.

00:15:04.619 --> 00:15:04.799
Yeah,

00:15:04.860 --> 00:15:05.941
I didn't mean it was... So let me

00:15:06.000 --> 00:15:06.480
reframe.

00:15:06.941 --> 00:15:07.241
I think...

00:15:08.644 --> 00:15:09.865
I think taking a traditional

00:15:09.884 --> 00:15:11.567
clinic and being creative

00:15:12.006 --> 00:15:13.687
is crazy hard because I

00:15:13.727 --> 00:15:15.129
think it's so much in a box

00:15:15.549 --> 00:15:18.993
where I think the way you're going,

00:15:19.393 --> 00:15:20.433
which is swimming upstream

00:15:20.453 --> 00:15:20.955
when everybody else is

00:15:20.975 --> 00:15:21.836
swimming downstream,

00:15:24.037 --> 00:15:26.298
allows for more latitude and creativity.

00:15:26.318 --> 00:15:28.120
I would a hundred percent agree with that.

00:15:28.181 --> 00:15:29.701
And people notice you more.

00:15:29.902 --> 00:15:30.482
I agree with that.

00:15:31.160 --> 00:15:32.861
Yeah, I think when you open a PT clinic,

00:15:32.881 --> 00:15:34.582
and this is not rigid,

00:15:34.602 --> 00:15:35.683
like you can do it differently,

00:15:35.984 --> 00:15:36.605
but people have

00:15:36.664 --> 00:15:37.784
expectations and they might

00:15:37.825 --> 00:15:38.765
never come inside.

00:15:39.145 --> 00:15:40.307
But when I see that logo and

00:15:40.326 --> 00:15:41.847
you're saying I'm offering recovery,

00:15:44.230 --> 00:15:45.210
that communicates something

00:15:45.269 --> 00:15:46.671
different in my mind.

00:15:46.730 --> 00:15:48.052
Yeah, I agree with you.

00:15:48.072 --> 00:15:48.972
And our logo is Relax and Feel Good.

00:15:48.993 --> 00:15:49.133
I mean,

00:15:49.173 --> 00:15:50.133
what PT clinic sells t-shirts that

00:15:50.153 --> 00:15:51.094
says Relax and Feel Good?

00:15:51.114 --> 00:15:51.734
It's great.

00:15:51.754 --> 00:15:57.238
It's a paradigm shift, right?

00:15:57.582 --> 00:15:59.924
Yeah, whereas I'm trying to think,

00:15:59.985 --> 00:16:01.865
what do PT clinics do with T-shirts?

00:16:01.926 --> 00:16:03.126
The only consistent thing

00:16:03.206 --> 00:16:04.407
I've seen PT clinics do

00:16:04.427 --> 00:16:05.447
with T-shirts is give them

00:16:05.488 --> 00:16:08.509
upon graduation, right?

00:16:09.370 --> 00:16:10.410
Which is such a weird thing.

00:16:10.530 --> 00:16:12.052
When would you graduate from relaxing?

00:16:12.072 --> 00:16:14.693
You would never graduate

00:16:14.714 --> 00:16:16.975
from relax and recovery.

00:16:16.995 --> 00:16:17.155
Right.

00:16:17.176 --> 00:16:17.655
This is a lifetime.

00:16:17.676 --> 00:16:18.135
This is part of a habit.

00:16:18.155 --> 00:16:23.700
That's why we sell memberships.

00:16:23.740 --> 00:16:25.140
It's a habit of taking care of yourself.

00:16:25.854 --> 00:16:27.321
What's the rough square footage?

00:16:27.341 --> 00:16:28.206
How much did you need?

00:16:28.813 --> 00:16:30.134
Fifteen hundred.

00:16:30.154 --> 00:16:31.495
And it's honestly now we're

00:16:31.515 --> 00:16:32.576
finding it's a little small.

00:16:32.596 --> 00:16:33.356
We could have had more,

00:16:33.397 --> 00:16:35.578
but there's ways to expand.

00:16:35.619 --> 00:16:37.080
But I don't want it to be.

00:16:37.100 --> 00:16:37.200
Yeah.

00:16:37.220 --> 00:16:37.299
Yeah.

00:16:37.340 --> 00:16:38.681
Go small and need to go big

00:16:38.740 --> 00:16:39.760
rather than go big and then

00:16:39.880 --> 00:16:41.422
panic and then need to back down.

00:16:42.182 --> 00:16:43.844
What's what's success look

00:16:43.884 --> 00:16:46.044
like for you a year from now,

00:16:46.145 --> 00:16:47.326
which would be your first year,

00:16:47.866 --> 00:16:49.207
three years from now,

00:16:49.687 --> 00:16:50.568
because that's the mark.

00:16:50.589 --> 00:16:51.969
If your business can last three years,

00:16:51.989 --> 00:16:53.470
you got like, you know, a chance.

00:16:53.831 --> 00:16:55.611
And then maybe five years from now,

00:16:55.672 --> 00:16:57.293
what's one, three and five look like?

00:16:57.393 --> 00:16:58.553
Like shoot for the stars, man.

00:16:59.033 --> 00:16:59.874
Yeah, year one,

00:17:00.014 --> 00:17:01.955
we've hired at least one to two people,

00:17:01.995 --> 00:17:02.634
man in the front.

00:17:02.715 --> 00:17:03.475
I'm doing all PT.

00:17:04.194 --> 00:17:05.674
Year two, we've expanded.

00:17:05.694 --> 00:17:07.134
I'm still doing all PT,

00:17:08.175 --> 00:17:09.336
but I've expanded to the

00:17:09.355 --> 00:17:10.215
next door location,

00:17:10.256 --> 00:17:11.135
which is another fifteen

00:17:11.175 --> 00:17:13.616
hundred square foot space.

00:17:13.717 --> 00:17:14.676
Year three,

00:17:15.057 --> 00:17:17.217
we are hopefully bringing in

00:17:17.317 --> 00:17:18.997
sensory deprivation, float,

00:17:19.217 --> 00:17:20.438
some mindset coaching,

00:17:20.617 --> 00:17:22.157
more on the mindfulness part.

00:17:23.077 --> 00:17:25.398
And when do you have another location?

00:17:25.598 --> 00:17:27.979
Is that in the forecast?

00:17:28.455 --> 00:17:29.435
Not right now.

00:17:29.455 --> 00:17:30.856
I just want to expand right here.

00:17:30.916 --> 00:17:31.596
I want to knock it out of

00:17:31.616 --> 00:17:32.417
the park right here.

00:17:32.837 --> 00:17:33.157
Cool.

00:17:33.357 --> 00:17:34.397
What didn't I ask that you

00:17:34.417 --> 00:17:35.699
wish other PTs would know

00:17:35.818 --> 00:17:36.558
about what you're doing?

00:17:40.520 --> 00:17:40.641
Oh,

00:17:40.661 --> 00:17:41.901
something that I think is really

00:17:41.941 --> 00:17:42.422
important.

00:17:42.721 --> 00:17:43.521
As a PT,

00:17:43.561 --> 00:17:45.042
sometimes we only collaborate with

00:17:45.083 --> 00:17:46.163
people in the medical field.

00:17:46.583 --> 00:17:47.963
We are part of our communities.

00:17:48.163 --> 00:17:49.984
We are part of the business community.

00:17:50.025 --> 00:17:52.445
We are part of the local community.

00:17:52.486 --> 00:17:53.726
So no matter where we are,

00:17:53.945 --> 00:17:54.826
be ingrained in that

00:17:54.866 --> 00:17:56.326
community because that's

00:17:56.386 --> 00:17:57.288
who supported me through

00:17:57.307 --> 00:17:57.867
this whole thing.

00:17:58.327 --> 00:17:59.828
I have flowers you can't see

00:17:59.888 --> 00:18:02.029
here from a patient of mine.

00:18:02.049 --> 00:18:05.330
I have people coming in to say, hey,

00:18:05.550 --> 00:18:06.171
what about this?

00:18:06.211 --> 00:18:07.051
Have you thought about this

00:18:07.092 --> 00:18:09.353
from the yoga community?

00:18:09.373 --> 00:18:11.314
Collaboration with all

00:18:11.354 --> 00:18:12.493
people who promote wellness

00:18:12.513 --> 00:18:13.294
and success in the

00:18:13.334 --> 00:18:15.816
community is vital to your success.

00:18:16.415 --> 00:18:16.915
I love that.

00:18:16.976 --> 00:18:18.036
Last thing we do on episodes,

00:18:18.076 --> 00:18:19.237
we call it the parting shot.

00:18:20.356 --> 00:18:22.038
What's an idea, mic drop moment,

00:18:22.057 --> 00:18:22.718
soapbox statement?

00:18:22.738 --> 00:18:23.298
What would you want to leave

00:18:23.318 --> 00:18:23.858
with the audience?

00:18:34.058 --> 00:18:35.440
You're capable of doing

00:18:35.539 --> 00:18:37.362
whatever's in your dreams,

00:18:37.461 --> 00:18:38.282
but you got to do it.

00:18:38.782 --> 00:18:40.744
So go after it.

00:18:40.785 --> 00:18:41.325
Don't wait.

00:18:42.645 --> 00:18:43.987
Fortune favors the bold.

00:18:44.448 --> 00:18:45.588
Fortune favors the bold.

00:18:45.689 --> 00:18:46.650
One of my favorite lines.

00:18:47.630 --> 00:18:49.632
Sam at Frostfire in Lynchburg,

00:18:49.692 --> 00:18:50.532
appreciate you coming on

00:18:50.553 --> 00:18:52.454
the show in one of our

00:18:52.494 --> 00:18:54.615
first couple of PT Business

00:18:54.635 --> 00:18:55.336
Blueprint episodes.

00:18:56.337 --> 00:18:56.897
Thank you so much.

00:18:56.917 --> 00:18:57.578
It was a pleasure.