EP294 | How To Grow A Successful Cash Practice In A Smaller Market Town With Courtney Morse
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Alright, today I got one of my favorite mastermind members, Courtney Morse, on the show. Yeah, I thought he was a girl when I first talked to him too, but this dude is crushing it with Natural Wellness Physiotherapy out in Wichita, Kansas. We talk about his journey, which is pretty wild, from wanting to be a strength coach, driving a Schwan's truck, getting into PT school later, and eventually leaving the traditional high volume clinic director grind. He literally started his cash practice in a hair salon and built it up from scratch in a mid sized market. We dig into how he grew, brought family into the business, his slow growth philosophy, the importance of systems, and why you don't need to be in a major city to build a successful cash practice.
🔑 Key Takeaways:- ✔️ Start Where You Are: Courtney literally started seeing patients in a hair salon. Don't wait for the perfect space; just get started and iterate.
- ✔️ Opportunity Knocks: He jumped on the chance to take over a small patient list from another PT, even though the setup wasn't ideal. Be ready to take action.
- ✔️ Slow, Systemic Growth Wins: Courtney prioritizes building solid systems and fiscal responsibility (Profit First from day one) over rapid, potentially unstable expansion. This builds resilience.
- ✔️ Leverage Your Team (Even Family): Bringing on his brother for ops/marketing and his wife for nutrition coaching created an ecosystem and allowed him to step back and work on the business.
- ✔️ Use Downtime Wisely: Instead of panicking during shutdowns, Courtney focused on building infrastructure, creating content, and setting up systems he didn't have time for before.
- ✔️ Mindset Matters: Influences like Jocko Willink and Ryan Holiday helped shape his approach to facing adversity and focusing on what he can control.
- ✔️ Smaller Markets are Viable: You don't need to be in a huge coastal city. Wichita works. Less competition can be an advantage. Focus on serving your community well.
Be fiscally responsible from day ONE. Implement Profit First, know your numbers, and build a cash cushion. It removes massive stress and allows you to make strategic decisions (like hiring or weathering downturns) from a position of strength, not desperation.
Big thanks to Courtney for sharing his story. Check him out @naturalwellnessphysio on Instagram and Natural Wellness Physiotherapy on Facebook and their website.
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