After years of frustrating injuries and failed rehab, George James didn't just walk away from rugby – he walked into a calling.

In this episode, he shares his journey from elite athlete to pioneering physiotherapist, his decision to bring the Neubie to the UK, and what it really means to treat the nervous system. We cover:

• George's years of failures as an athlete going through traditional rehab, and how it led him to question everything

• The lessons that inspired George to use a neurological framework, and how the NEUBIE plugged into that framework and became an accelerator

• His philosophy on why everyone should be treated like an athlete, including MS and ALS patients

• How he's built a thriving cash-based practice in a country with free healthcare

• Inspiring stories of patients reclaiming lost function, including one who regained movement that had been gone for 10 years … in the first five minutes of her treatment

• How he uses self-care to stay sharp, present, and energized for his clients

George isn't just delivering a different treatment, he's rewriting the standard. And if you've ever felt let down by using the "standard approach" with yourself or your patients, this conversation will hit home.