Heidi Jannenga has been part of this show since the early days — and she returns with data every clinic owner and staff PT needs to see.

The 2025 State of Rehab Therapy Report reveals a widening gap between clinicians and leadership. While leaders assume pay is the biggest issue, clinicians say they’re motivated by purpose, autonomy, and meaningful work.

This episode explores:

• Why misalignment is accelerating turnover
• Why “just pay them more” won’t fix it
• What true leadership listening looks like
• The future of AI in rehab therapy
• Whether PT becomes more human-centered — or more commoditized

If the profession is at an inflection point, this is the conversation shaping what happens next.

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.

Physical therapy doesn’t have a value problem.

It has a positioning problem.

In this episode, Jimmy talks with Matthew Pratte about why private outpatient practices are getting squeezed — and what to do about it.

• Why fee-for-service puts control in someone else’s hands
• How inflation + stagnant reimbursement compress margins
• Why scale favors hospital systems and large chains
• The rise of direct-to-employer contracting
• What self-insured employers are — and why they matter
• Why PT clinics can often command higher per-visit rates through employer contracts
• Misconceptions about size and selling
• A simple first step clinic owners can take this quarter

Waiting for reimbursement to improve isn’t a strategy.

Independent clinics must rethink who they sell to — and how they position PT as first-line musculoskeletal care.