In this conversation, Dr. Beau and Mike Stella discuss the role of manual therapy in rehabilitation and performance enhancement. Mike shares his origin story as an athletic trainer and how his injuries led him to explore different approaches to recovery. They discuss the importance of manual therapy in pain modulation and creating movement opportunities. They also address the criticism of manual therapy and the need for transparency and education. The conversation highlights the value of manual therapy in the context of individualized care and the unique needs of elite athletes. In this part of the conversation, Dr. Beau and Mike Stella discuss the challenges of providing individualized care in a healthcare system that often prioritizes volume and efficiency. They explore the complexity of movement and how it can vary from person to person, making it difficult to define optimal movement strategies. They also touch on the relationship between movement dysfunction, pain, and injury, highlighting the need for a personalized approach. Mike shares his experience in building a sustainable private practice that offers high-quality care and discusses the importance of patient education and communication. They also discuss the role of social media in marketing and building a brand. In this final part of the conversation, Mike Stella discusses how he gained a following on social media and the importance of providing valuable content. He emphasizes the need for competence in one's field and the ability to display that competence in a consumable way. Mike also shares his journey of building his business and the lessons he learned. He highlights the importance of authenticity and the power of the relationship between clinician and patient. Mike concludes by discussing the qualities he looks for in his staff and the importance of overcoming adversity.