In this episode, Doc Danny sits down with APTA President Dr. Kyle Covington for a candid conversation about the future of physical therapy. From navigating insurance and burnout to embracing AI and education reform, this episode covers the real challenges and massive opportunities facing the profession today. Whether you’re a student, seasoned clinician, or clinic owner, this is a must-listen for anyone serious about the evolution of PT.

• How physical therapy has evolved over the last 20 years
• The rise of cash-based, hybrid, and non-traditional models
• Direct access laws, payment reform, and advocacy wins
• Burnout, staffing issues, and why reimbursement needs to change
• What the APTA is actually doing—and why most PTs don’t know
• Why communication, sales, and emotional intelligence matter more than ever
• The future of AI in PT: where it helps and where it can’t replace us
• How PT education is adapting to meet new demands
• What Kyle sees coming next for the profession

• If you're frustrated by reimbursement, learn to negotiate contracts or consider a hybrid model
• Don’t wait for the system to change—educate patients on your value right now
• Use tech and AI tools to reduce burnout and streamline admin work
• Get involved locally with your APTA state chapter to actually influence change
• PT school isn’t just about technique—learning communication and business skills matters just as much

• Visit APTA – Explore advocacy updates and get plugged in locally
• Join the 5-Day Challenge – Get clarity and a plan to go full-time in your cash practice
• Meet Claire AI – Try 10 free SOAP notes and save hours on documentation

Physical therapy is changing—fast. But that’s not a bad thing. Whether you're frustrated with insurance, curious about AI, or wondering how to make a bigger impact, the profession needs voices like yours to move forward. As Dr. Covington says, we’re in our adolescence as a field—and what we do next will shape the future for decades.

In this episode, Doc Danny dives into the most common reason physical therapists struggle with marketing: unclear messaging and a lack of defined audience. If you’ve ever felt like your content is falling flat, your ads aren’t working, or your community doesn’t “get” what you do—this is a must-listen. Danny explains how to identify your avatar, craft a message that resonates, and why this one step makes or breaks every marketing strategy—no matter the platform.

• Why marketing fails without a clearly defined avatar
• The biggest mistake PTs make when creating content
• How to build your marketing around one ideal client
• Why reach and views are meaningless without clarity
• How to stop being a generalist and start standing out
• Marketing as storytelling: speaking to past versions of yourself
• How specificity lowers price sensitivity and builds trust

• Create a detailed avatar of your ideal client—name them, define their life, habits, and values
• Speak directly to that person in your emails, videos, and captions
• Forget about views and likes—focus on resonance and relevance
• Use marketing to solve real problems and connect through shared experience
• Clarity in message precedes success in any marketing channel

• Visit PT Biz – Learn how we help clinicians grow without insurance
• Join the 5-Day Challenge – Build your marketing foundation the right way
• Book a Free Strategy Call – Talk to a senior advisor about your practice goals
• Subscribe on YouTube – Get weekly real-world advice from successful PTs

If your marketing isn’t landing, it’s not because you’re bad at content. It’s because your message isn’t clear to the right person. Define your avatar, speak directly to them, and your entire strategy

In this episode, Doc Danny and Yves Gege break down two critical turning points they see repeatedly in physical therapy careers and business ownership: the three-year clinician dilemma and the five-year business owner burnout. They also dive into systems, leadership, continuity programs, and financial clarity as key tools to break through these walls. If you’ve ever felt stuck or unsure of your next move—this is the episode to hear.

• Why so many PTs hit an identity crisis around 3 years into their career
• How lack of time freedom drives clinicians to explore new options
• The most common cause of burnout 5 years into business ownership
• Why continuity programs are the backbone of profitable, sustainable practices
• The difference between being a good clinician and a great business owner
• Leadership pitfalls: being too abrasive vs. trying to be everyone’s friend
• How poor systems and unclear financials stall growth and create chaos
• Why knowing your profit margin is like taking your business's blood pressure

• Track your finances monthly—know your gross revenue and profit margins
• Train your team on continuity, not just plan of care discharge
• Set clear core values and enforce them with consistency
• Don’t wait until you're burnt out—build systems early
• Balance clinical work and business work by reducing your treatment hours over time

• Visit PT Biz – Learn how we help clinicians build successful practices
• Try Claire AI – Get 10 free AI-scribed notes and stop babysitting documentation
• Book a Free Strategy Call – Talk with a senior advisor about your practice goals
• Join the 5-Day Challenge – Go from part-time to full-time with a clear plan
• Subscribe on YouTube – Watch more deep dives and real-world advice

Whether you’re hitting the three-year “do I want to be a PT?” wall or the five-year “did I build myself a prison?” moment in business, the answer lies in systems, leadership, continuity, and clarity. Don’t wing it. Learn the business side of things. And don’t wait until burnout hits—build proactively. You’ve got options. You’ve got support. Just don’t settle.