This episode hits hard on mindset, marketing, and meaning. Jimmy and Rebekah unpack:

• Why playing defense is holding PTs back
• The “mud pie” problem in PT communication
• What attention has to do with value
• The real job of consultants
• Why innovators must lead — and not wait to be discovered

Whether you're a PT, clinic owner, or someone ready to go on offense in 2026, this one's a must-listen.

Pre-Roll:

Brooks IHL — Level up your clinical game: https://brooksihl.org

Mid-Roll + PSA:

Empower EMR — The EMR PTs actually asked for: https://empoweremr.com

Team Gleason PSA — Supporting people with ALS.

Pre-Parting Shot:

U.S. Physical Therapy — Build your career with USPH: https://usph.com

???? Physical therapy clinics don’t need another EMR — they need a new business model. In this episode, TONY, DAVE and JIMMY unpack the “PT Lite” model, how insurance can be your Costco hot dog, and why premium upsells aren’t dirty — they’re how you grow.

???? Whether you're a clinic owner, staff PT, or rehab entrepreneur, this conversation shows you how to repackage your value, attract better-fit clients, and build something scalable.

⏱️ CHAPTERS / TIMESTAMPS:

00:00 - Intro

02:13 - How "PT Lite" unlocks new patients

09:22 - The barrier to short visits: PT psychology

13:40 - Using ChatGPT as a triage funnel

17:55 - Smart marketing with AI tools

21:45 - Insurance as a loss-leader: like Costco’s hot dog

25:30 - Upselling ethically in physical therapy

28:20 - The Gold’s Gym clinic model

33:40 - Pricing mindset: why PTs undercharge

39:00 - The gym-to-premium pipeline strategy

Craig Lindell, co-founder of Prehab Guys, joins Jimmy to break down how one of the most recognizable brands in PT actually got built — and the hard lessons learned along the way.

???? In this episode:

• How Prehab Guys started (and nearly ended)
• Building content that scales while keeping your values
• Why brand clarity beats being “every PT for every patient”
• How to niche down without feeling limited
• Craig’s endurance mindset and what PTs can learn from Ironman training

• Craig Lindell: @theprehabguys
• Website: https://theprehabguys.com
• Clinic Owners: USPhPartnership.com
• EMR Upgrade: empoweremr.com
• CEU/Residency: brooksihl.org