Should a physical therapy clinic compete on volume or go premium?

Dave Kittle and Jimmy McKay break down what PT owners can learn from Equinox, Planet Fitness, membership businesses, the “third place” trend, and why getting stuck in the middle may be the hardest business model of all.

Watch more from PT Pintcast →https://www.youtube.com/@PTPintcast

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EPISODE BREAKDOWN

[00:00] – Price Squeeze Middle

[02:19] – Gyms Outpace Nightlife

[03:35] – Why Nike Gyms Failed

[05:55] – Equinox Spend Breakdown

[07:52] – Bell Curve Pricing Strategy

[11:21] – Upsells Access and Membership Future

[14:24] – Ironman Exec Model Lessons

[16:48] – PT As Third Place

[18:03] – Membership vs Packages

[18:55] – Megan Brown Model

[20:23] – Hybrid Clinic Economics

[22:28] – APTA Payment Summit

[26:34] – Content Formats That Work

[27:57] – Parting Shots

PT owners:

If you had to choose ONE model today, which would you rather build?

A) High-volume / insurance

B) Premium / cash-pay

C) Membership / wellness model

D) Hybrid

And if you're currently charging somewhere around $100–$150 cash per visit, do you feel squeezed between insurance clinics and higher-end practices?

-

Want to Connect with Dave?

Book a strategy call:

https://clarity.fm/davekittle/expertise/physical-therapy-merger-acquisitions-valuations-healthcare-marketing-sales

Thinking of selling your practice or partnering?

https://www.fieldmakergroup.com

Connect with Dave:

Email: [email protected]

Instagram: @davekittle https://www.instagram.com/davekittle/

LinkedIn: https://www.linkedin.com/in/davekittle/

or

Call (646)-781-8884

Hosted on Acast. See acast.com/privacy for more information.

Why do physical therapy patients stop showing up after only a few visits?

Dave Kittle and Jimmy McKay discuss the “three visit” problem, inconsistent care, therapist switching, reimbursement pressure, cash-pay versus in-network models, and why patient expectations may matter more than clinics realize.

Watch more from PT Pintcast →https://www.youtube.com/@PTPintcast

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EPISODE BREAKDOWN

[00:00] – Consistency Matters

[01:18] – Insurance Questions

[02:10] – Simple Reply Script

[03:13] – Cost Concerns Explained

[04:15] – Polite Close And Seed

[05:41] – In Network Visit Dropoff

[06:51] – The Visit Three Problem

[09:04] – Quality Versus Cost Framing

[10:22] – Expectations Versus Reality

[11:35] – Who Owns The Blame

[14:45] – Personal Training Comparison

[15:52] – Volume Leads to Switching

[21:17] – Acquisition Cost Math

[23:02] – Reuse This Script

For the PTs:

How often does one patient see the SAME therapist for their entire plan of care?

And for patients:

Would switching therapists unexpectedly make you less likely to keep going?

I'm curious whether the bigger issue is price, results, or consistency.

-

Want to Connect with Dave?

Book a strategy call:

https://clarity.fm/davekittle/expertise/physical-therapy-merger-acquisitions-valuations-healthcare-marketing-sales

Thinking of selling your practice or partnering?

https://www.fieldmakergroup.com

Connect with Dave:

Email: [email protected]

Instagram: @davekittle https://www.instagram.com/davekittle/

LinkedIn: https://www.linkedin.com/in/davekittle/

or

Call (646)-781-8884

Hosted on Acast. See acast.com/privacy for more information.

Physical therapists answer valuable questions all day and most of that knowledge disappears when the appointment ends.

Dave Kittle and Tony Maritato discuss recording evaluations, turning patient education into digital assets, YouTube monetization, privacy-based pricing, and how PTs can create more value from work they're already doing.

Watch more from PT Pintcast →https://www.youtube.com/@PTPintcast

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EPISODE BREAKDOWN

[00:55] – Fridge Trouble Begins

[01:54] – Finding A Repair Pro

[02:38] – Sticker Shock Pricing

[03:39] – Paying Feels Different

[04:24] – Repair Or Replace

[05:19] – DIY Tip From Technician

[06:29] – PT Evaluation Comparison

[08:25] – Consumer Cost Anxiety

[09:23] – Low Barrier Video Consults

[11:14] – Record Evaluations Publicly

[12:41] – Discount For Recording Visits

[15:01] – Video Monetization Proof

[17:36] – Paywalled Evaluation Product

[18:20] – Paywall Workflow Explained

[20:03] – Marvel Gym Wrap Up

[25:22] – Parting Shots

Would you trade privacy for a lower PT rate?

Example:

🔒 100% private visit: $300

🎥 Recorded visit with consent: $175

Assume the clinic could use portions of the visit for educational/marketing content.

Would you take the discount?

-Yes

-Maybe

-No way

-

Want to Connect with Dave?

Book a strategy call:

https://clarity.fm/davekittle/expertise/physical-therapy-merger-acquisitions-valuations-healthcare-marketing-sales

Thinking of selling your practice or partnering?

https://www.fieldmakergroup.com

Connect with Dave:

Email: [email protected]

Instagram: @davekittle https://www.instagram.com/davekittle/

LinkedIn: https://www.linkedin.com/in/davekittle/

or

Call (646)-781-8884

Hosted on Acast. See acast.com/privacy for more information.

Is becoming a physical therapist still worth it in 2026?

The guys discuss PT school debt, salary ceilings, practice ownership, modern career opportunities, content creation, differentiation, and why AI may become one of the most important tools in physical therapy education.

Watch more from PT Pintcast →https://www.youtube.com/@PTPintcast

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EPISODE BREAKDOWN

[00:00] – Why PT Gets Hate

[01:58] – APTA Topics and Loans

[02:26] – Is PT Worth It

[02:58] – Jimmy Says "It Depends"

[04:06] – Dave Says Yes?... Worth It why?

[05:04] – Owner Income Reality

[06:01] – Every Career Has Tradeoffs

[08:11] – Accountability and Modern PT

[08:58] – Creative Branding Example

[11:26] – Marvel Gym Marketing

[12:49] – Show Don't Tell Branding Content

[13:32] – Dave Builds Video Content

[15:45] – Patient Consent and Storytelling

[18:29] – AI In PT Education

Would you become a physical therapist in 2026?

🟢 Absolutely

🟡 Yes, but only with low debt

🟠 Only if I planned to own a business

🔴 No, I'd choose another profession

If you're already a PT, would you make the same choice again?

-

Want to Connect with Dave?

Book a strategy call:

https://clarity.fm/davekittle/expertise/physical-therapy-merger-acquisitions-valuations-healthcare-marketing-sales

Thinking of selling your practice or partnering?

https://www.fieldmakergroup.com

Connect with Dave:

Email: [email protected]

Instagram: @davekittle https://www.instagram.com/davekittle/

LinkedIn: https://www.linkedin.com/in/davekittle/

or

Call (646)-781-8884

Hosted on Acast. See acast.com/privacy for more information.

What if the biggest physical therapy business opportunity isn’t opening another clinic?

What if instead of selling your time, your name, or your treatment hours… you turned the way you get results into a system other therapists could use?

A branded method.

A licensing model.

A productized service.

Something that can scale without requiring you to personally treat every patient.

That’s the question we’re digging into today.

Watch more from PT Pintcast →https://www.youtube.com/@PTPintcast

---

EPISODE BREAKDOWN

[00:00] – Therapists Want Stability

[01:42] – Licensing vs Franchise Questions

[02:13] – Can Cash PT Scale

[03:44] – Why Patients Drop Off Care

[05:08] – McDonalds vs PT Demand

[05:30] – Branded Programs Idea

[06:04] – Licensing a Knee Program

[07:16] – ROI Home Runs

[08:22] – Jiffy Knee Breakdown

[10:23] – Does This Translate to PT

[12:41] – TMR vs Jiffy Knee Models

[13:29] – Identity Blocks Scaling

[14:48] – How Many PTs Become Owners

[16:07] – Entrepreneurship Takes Risk

[17:38] – Trainer vs PT Thread Fallout

[20:41] – Licensing Limits and Delegation

[22:10] – Scalable Unlicensed Model

[27:07] – Parting Shots

What is the most scalable PT business model?

A: Open more clinics

B: Sell courses / education

C: License a treatment system

D: Build a digital product

E: Stay solo and charge premium rates

-

Want to Connect with Dave?

Book a strategy call:

https://clarity.fm/davekittle/expertise/physical-therapy-merger-acquisitions-valuations-healthcare-marketing-sales

Thinking of selling your practice or partnering?

https://www.fieldmakergroup.com

Connect with Dave:

Email: [email protected]

Instagram: @davekittle https://www.instagram.com/davekittle/

LinkedIn: https://www.linkedin.com/in/davekittle/

or

Call (646)-781-8884

Hosted on Acast. See acast.com/privacy for more information.

Should a physical therapist see 4 patients a day or 24?

The Breakfast club reviews debate PT productivity, premium one-on-one care, high-volume clinics, patient access, and whether physical therapy can ever scale nationally without sacrificing quality.

Watch more from PT Pintcast →https://www.youtube.com/@PTPintcast

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EPISODE BREAKDOWN

[00:00] – PT Tune-Up

[00:47] – Productivity Benchmarks Overview

[01:53] – Outpatient Private Practice Targets

[03:01] – Billing Habits And Training

[03:58] – Cash Practice Numbers Debate

[04:51] – One On One Session Model

[05:12] – Treating Multiple Clients Ethically

[06:46] – Compliance vs Business Models

[07:25] – Context Matters in Volume

[08:10] – Busy Hours vs Dead Time

[09:42] – Scaling Care Like Honda

[10:23] – Onward PT As Counterexample

[12:10] – Population Health And Digital PT

[13:57] – Need vs Want for PT

[16:16] – Private Equity And Partnership Plays

[22:30] – Onward Affiliate Playbook

How many patients should one PT see per day?

🔵 4–6 — premium / one-on-one

🟢 8–12 — traditional outpatient

🟠 15–18 — high volume

🔴 20–25+ — too much

Or is the number meaningless without knowing the patient population and business model?

-

Want to Connect with Dave?

Book a strategy call:

https://clarity.fm/davekittle/expertise/physical-therapy-merger-acquisitions-valuations-healthcare-marketing-sales

Thinking of selling your practice or partnering?

https://www.fieldmakergroup.com

Connect with Dave:

Email: [email protected]

Instagram: @davekittle https://www.instagram.com/davekittle/

LinkedIn: https://www.linkedin.com/in/davekittle/

or

Call (646)-781-8884

Hosted on Acast. See acast.com/privacy for more information.

Are cash-pay physical therapists charging too much or are most PTs undercharging?

The Breakfast club reviews real pricing examples, including $250 evaluations, $300 visits, and premium packages. They also explain how conversion rate, specialization, perceived value, and patient outcomes should influence what a physical therapist charges.

Watch more from PT Pintcast →https://www.youtube.com/@PTPintcast

---

EPISODE BREAKDOWN

[00:00] – Pricing Reality Check

[01:18] – Niche Premium Pricing

[02:19] – Rural Affordability Myth

[03:21] – More Rate Examples

[04:20] – Sticker Shock Explained

[06:37] – Raising Rates Formula

[07:34] – Babysitter Rate Experiment

[09:34] – What Babysitting Includes

[11:17] – Identity vs Value

[13:05] – Finding Price Breakpoints

[14:32] – How to Buy Back Your Time

[16:40] – Roofing Value Analogy

[18:22] – Selling Hope Marketing Ads

[24:27] – Crazy Marketing Works

[29:08] – Parting Shots

Are most cash-pay physical therapists undercharging?

Which number surprises you most?

-$250 for a 30-minute evaluation

-$125 for a 15-minute follow-up

-$2,500 for eight sessions

-Raise rates above 33% conversion

Drop your current evaluation rate in the comments.

-

Want to Connect with Dave?

Book a strategy call:

https://clarity.fm/davekittle/expertise/physical-therapy-merger-acquisitions-valuations-healthcare-marketing-sales

Thinking of selling your practice or partnering?

https://www.fieldmakergroup.com

Connect with Dave:

Email: [email protected]

Instagram: @davekittle https://www.instagram.com/davekittle/

LinkedIn: https://www.linkedin.com/in/davekittle/

or

Call (646)-781-8884

Hosted on Acast. See acast.com/privacy for more information.

Too many PT practices make patients choose between complicated pricing options before they understand what they actually need.

Dave Kittle shares how to simplify a premium physical therapy offer, sell the evaluation first, prescribe the full plan of care, and move away from selling one visit at a time.

Watch more from PT Pintcast →https://www.youtube.com/@PTPintcast

---

EPISODE BREAKDOWN

[00:00] – Ditching Visit By Visit

[00:53] – AI Coaching for Running

[02:00] – Separate Chats and Summaries

[02:53] – Simple Tracking With Photos

[04:03] – Human Coach Versus AI

[06:26] – How Dave Uses AI in Business

[07:16] – Using AI For Workout Plans

[08:09] – AI Nutrition Tips and Surprises

[08:57] – Why a Pricing Graphic Matters

[11:47] – Naming Packages

[14:50] – Price Anchoring and Value Framing

[17:17] – The 3 Step Buy

[19:01] – Process From Call to Plan of Care

[22:24] – Wild Strip Club Pricing Analogy

Which PT pricing process makes more sense?

Option A:

Send the patient a menu with individual visits, 12-visit packages, 24-visit packages, weekday pricing, and weekend pricing.

Option B:

Sell the evaluation first. Then prescribe the appropriate plan based on the patient’s goals, prognosis, and needs.

Which approach would you use?

-

Want to Connect with Dave?

Book a strategy call:

https://clarity.fm/davekittle/expertise/physical-therapy-merger-acquisitions-valuations-healthcare-marketing-sales

Thinking of selling your practice or partnering?

https://www.fieldmakergroup.com

Connect with Dave:

Email: [email protected]

Instagram: @davekittle https://www.instagram.com/davekittle/

LinkedIn: https://www.linkedin.com/in/davekittle/

or

Call (646)-781-8884

Hosted on Acast. See acast.com/privacy for more information.

A turnkey PT clinic is for sale for $60,000 but after eight years, it reportedly generates only $115,000 annually.

Dave and Tony debate whether this is a smart shortcut into practice ownership or an expensive way to inherit someone else’s problem.

Watch more from PT Pintcast →https://www.youtube.com/@PTPintcast

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EPISODE BREAKDOWN

[00:00] Solo Practice Risks

[01:36] Luna's Uber Model Platform Comparison

[03:18] Recap Why Refer In Person

[04:11] Human Connection Vs Digital

[05:33] Therapists As Scalable Labor

[06:03] Live Chat Takes

[06:57] Switching Topics And Qs

[08:57] Turnkey Clinic For Sale

[09:30] Deal Terms And Value Add

[12:27] Asset Sale Protection

[14:17] Tony Critiques The Numbers

[19:09] Negotiation And Seller Finance

[23:03] Wrap Up And Generational Wealth is closing?

Would you pay $60,000 for this physical therapy practice?

The catch: it has already been operating for eight years.

Is this a smart shortcut into ownership or are you buying someone else’s problem?

-

Want to Connect with Dave?

Book a strategy call:

https://clarity.fm/davekittle/expertise/physical-therapy-merger-acquisitions-valuations-healthcare-marketing-sales

Thinking of selling your practice or partnering?

https://www.fieldmakergroup.com

Connect with Dave:

Email: [email protected]

Instagram: @davekittle https://www.instagram.com/davekittle/

LinkedIn: https://www.linkedin.com/in/davekittle/

or

Call (646)-781-8884

Hosted on Acast. See acast.com/privacy for more information.

Virtual physical therapy companies are growing quickly, signing employer contracts, and delivering care at a fraction of the cost of traditional clinics.

So where does that leave the local physical therapist?

Maybe not where you think.

The conversation between the guys explores why PT clinics may not need to compete with Hinge Health at all. Patients can use a virtual platform through their employer or insurance while simultaneously working with an in-person physical therapist who provides the judgment, adaptation, accountability, and human connection the app cannot deliver

Watch more from PT Pintcast →https://www.youtube.com/@PTPintcast

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EPISODE BREAKDOWN

[00:00] – Hinge Plus

[01:28] – USPH vs Hinge Numbers

[02:46] – Legacy vs Digital Kodak Question

[03:49] – USPH Future Moves

[05:45] – Virtual Front Desk Reality

[06:44] – Worksite Rehab Pivot

[07:23] – Direct to Employer Showdown

[09:29] – Patients Using Both

[10:44] – Virtual Care Disconnect

[12:12] – Hybrid Model Blueprint

[13:33] – Would In Person Replace Hinge

[15:09] – Doctor Told Me Mindset

[16:12] – Marketing to Hinge Users

[18:27] – Would Hinge Allow It

[19:08] – Human Therapist Value

[21:01] – Shareholder Value vs Patient Value

[23:46] – Luxury PT Market

Would you treat Hinge Health as a competitor or create a service specifically for patients already using it?

-

Want to Connect with Dave?

Book a strategy call:

https://clarity.fm/davekittle/expertise/physical-therapy-merger-acquisitions-valuations-healthcare-marketing-sales

Thinking of selling your practice or partnering?

https://www.fieldmakergroup.com

Connect with Dave:

Email: [email protected]

Instagram: @davekittle https://www.instagram.com/davekittle/

LinkedIn: https://www.linkedin.com/in/davekittle/

or

Call (646)-781-8884

Hosted on Acast. See acast.com/privacy for more information.