Steve and Pacha sit down with Dr. Richelle Knowles, Sherman Board of Trustee member and grad, family chiropractor, and co-creator of Mile High, to talk about what it really means to be authentic in a profession full of mixed messages. Richelle digs into how incoherent messaging confuses the public, why every office needs a clear, subluxation-and-nervous-system story, and how to use coaching, scripts, and systems without losing yourself. She also gets real about the everyday struggles, staffing, new patients, and missing business skills, and why mentorship and community are non-negotiable if you want a sustainable, congruent practice.

In this episode, Steve and Pacha turn the mic on themselves to wrestle with a big question: What is chiropractic actually for? Using their working “Chiropractic Manifesto” as a starting point, they dig into chiropractic’s brand essence, its purpose, core beliefs, vision, mission, and values, and then stress-test the language. They talk honestly about utilization being stuck in the musculoskeletal box, the decline of subluxation-centered care, and the tension between sounding “relevant” and staying true to what chiropractic really is. Along the way they edit their purpose statement in real time, re-anchoring it around adaptation, interference, and human potential, and finish with a challenge to docs: do you actually live like chiropractic can transform your community, or does your message say something smaller?

Steve and Pacha sit down with Dr. Monique Andrews, chiropractor and neuroscientist, to unpack what chiropractic really does for human potential. They dig into how stress, the nervous system, and vertebral subluxation affect adaptability, and why our biggest problem isn’t lack of research but how we communicate it. Dr. Mo shares practical ways to “measure something” in practice (HRV, outcomes, scans) and turn complex neuroscience into simple language patients actually get. If you struggle to explain chiropractic beyond pain relief without over-claiming, this episode gives you cleaner language and stronger frameworks.

In this episode of Subluxation Squad, Steve and Pacha sit down with Dr. David Fletcher, longtime chiropractor and owner/CEO of Chiropractic Leadership Alliance (CLA), to talk about where chiropractic is really at and what’s holding it back.

Dr. Fletcher shares how he went from a busy practice to leading CLA. With tens of thousands of offices using CLA technology and millions of scans flowing through their systems, he has a unique vantage point on what’s working in chiropractic and where the cracks are showing.

He and Steve dig into what Fletcher sees as the profession’s biggest subluxations:

A confused brand: mixed messages about what chiropractic actually is.

A culture of fear: fear of using the word “subluxation,” fear around the cervical spine, fear of being “too chiropractic.”

A crisis of self-worth and small thinking inside many chiropractors themselves.

From there, they talk about how modern scanning and big data support the Big Idea showing changes in adaptability, coherence, and neuroplasticity over time and why exams and scans are the start of the journey, not the end. Fletcher lays out what separates thriving offices from struggling ones, why so many chiropractors underestimate how big they can actually be, and how often the real subluxation is in the doctor’s own mindset, not in the marketplace.

Dr. Jack Bourla joins Steve and Pacha to tackle a blunt question: how did chiropractic drift so far from the thing it was created to be? This conversation cuts straight to purpose, clarity, and the definition too many chiropractors were never actually taught. If you’ve ever wondered where the profession lost the plot and what it would take to bring it back, this is the episode to start with.

Steve and Pacha take on a question that always stirs the profession: what’s the best chiropractic technique? Instead of choosing sides, they use the debate to explore something deeper: what is the actual objective of an adjustment, and how do you know you achieved it?

They break down the major technique models, talk about how approaches evolve, and examine the real tension between tradition, innovation, and clinical outcomes. The conversation shifts to analysis and decision-making, the part many chiropractors were never fully taught: when to adjust, when not to, and how to verify change.

They close by looking ahead to future episodes with technique leaders across the profession and the bigger question they all need to answer: how do you know it’s working?

Steve and Pacha reveal a major behind-the-scenes project: The Chiropractic Manifesto. It’s an attempt to give the profession a clear narrative it can finally stand on. They discuss why most practices have values on paper but no unified message in the real world and why the public stays confused as a result.

They wrestle with the central question: what exactly should the profession be promoting? The word chiropractic, the act of correcting vertebral subluxation, or the promise of better human potential?

The episode ends with an invitation to help refine the manifesto and define a shared purpose that principled chiropractors can genuinely agree on.

Steve and Pacha dig into the “subluxations” inside the profession that hold chiropractors back: unclear philosophy, weak communication, inconsistent systems, and marketing that undersells the power of chiropractic. They talk openly about why the profession feels fragmented and why so many doctors struggle to explain what they do in ways the public actually understands.

Together they reframe chiropractic’s promise and connect it to business. If your systems, leadership, or money mindset are out of alignment, your practice can’t reach its potential either.
This episode ends with a challenge: which business subluxations should the Squad tackle next?