In this episode, Jimmy, Tony Maritato, and Dave Kittle dig into something most physical therapists aren’t even considering:

Live selling. Affiliate income. Attention as the business model.

It starts with Jimmy testing live selling premium recovery devices through Amazon Live.

But it quickly turns into a bigger conversation:

• Are PTs avoiding affiliate revenue because it feels “salesy”?
• Are we spending $100K on conference booths while ignoring attention 11.99 months of the year?
• Could live shopping become a legitimate revenue stream for physical therapists?
• Does personality matter more than originality?
• Is attention the real asset in modern healthcare?

This isn’t about selling out.

It’s about understanding the shift happening in business:

If you don’t build attention, someone else will.

• Why Amazon is begging creators to go live
• Why doing it “badly” costs nothing
• Why reps matter more than polish
• How PT authority changes the equation

• Are you recommending products anyway?
• Why not monetize ethically?
• The Dr. Samantha Smith model: courses + affiliates + virtual visits
• Where affiliate income fits into clinic strategy

You don’t need to reinvent the wheel.

You need to build your version of it.

Tony breaks down:

• Why copying structure isn’t copying value
• Why pushing through “The Dip” matters
• Why most people quit too early

Spending six figures at conferences…

For 48 hours of exposure.

Meanwhile:

• Brands like Rehab 2 Perform and the Prehab Guys build attention year-round.
• They show up consistently.
• They don’t rely on one event.

What if the future of PT looks more like:

• MrBeast
• Ryan Serhant
• Or a media-first brand

Instead of:

• Waiting for referrals
• Fighting reimbursement
• Hoping the booth traffic converts

• The value isn’t in your hands. It’s in taking action.
• Nobody sees your early bad reps.
• Attention compounds.
• Personality is the differentiator.
• If you already recommend products, affiliate revenue isn’t unethical — it’s efficient.
• Selling before trust breaks the spell.
• But avoiding monetization entirely leaves opportunity on the table.