ChiroX: Business Growth for Chiropractors

Corey Hiben
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Your dedicated resource for actionable strategies and expert insights to scale your chiropractic practice for greater impact and profitability. If you're a chiropractic business owner serious about growth, increasing revenue, and building a thriving practice, you've found your show.

  1. 12h ago

    $4 to 24 Chiropractic Clinics. Built From a Starbucks Yellow Book

    Corey Malnikof built Palmer Care Chiropractic from just $4 in his pocket into a 24-location organization with more than 150 team members. In this episode, he shares the painful mistakes that almost derailed his journey, the systems he uses to scale multiple clinics, and why so many healthcare businesses fail after opening their second or third location. 🔎 Free Chiropractic Marketing Audit: Your Growth Roadmap to 7 Figures https://www.chiroxmarketing.com/audit Corey, Founder and CEO of Palmer Care Chiropractic, takes us behind the scenes of building one of the largest chiropractic organizations in the country. He explains how surviving financial rock bottom shaped his leadership philosophy, why he replaced Starbucks' Green Book with his own "Yellow Book" for leadership development, and the four key business levers he tracks across all 24 clinics. We also discuss hiring leaders, creating scalable systems, protecting culture during rapid growth, what private equity firms look for when making acquisition offers, and why most practices fail when they expand too quickly. Whether you're running one location or planning your next expansion, this conversation is filled with practical lessons for building a business that lasts. If you're a chiropractor who wants to open additional locations, build stronger leadership, improve operations, or create a business that can scale without constant chaos, this episode will give you a proven framework from someone who's done it successfully. TIMESTAMPS 00:00 Intro 01:03 The $4 Sandwich Low Point 03:18 Turning It Around Fast 08:18 Hustle to 150 Visits 12:28 Copying Starbucks and Amazon 16:31 Daily KPIs and Meetings 19:07 From 5 to 10 Clinics 24:11 Four Growth Levers System 25:58 AI in Clinic Operations 32:18 Getting Ready for Next Stage 32:49 Document Every System 34:12 Stress Test Failure Points 35:53 Spot Bottlenecks With KPIs 39:24 Pause And Prioritize Fixes 41:36 Replace Yourself To Scale 44:22 Common Growth Bottlenecks 44:58 Building A New Patient Machine 48:07 Digital Vs In Person Marketing 50:22 Choosing Markets By Footprint 52:56 Private Equity And Exit Options 58:07 AI For System Building 59:25 Make Growth Fun And Personal 01:00:13 Final Advice And Wrap Up CONNECT WITH COREY MALNIKOF: Website: https://www.coreymalnikof.com/ LinkedIn: https://www.linkedin.com/in/coreymalnikof PRO TIP: Before opening another location, make sure your first clinic runs on documented systems—not your personal effort. As Corey explains, scalable businesses are built on repeatable processes, strong leadership, and measurable performance, not just great clinical skills. ABOUT CHIROX MARKETING: We help 7-figure chiropractic practices dominate local search and attract high-value patients through SEO, Google Ads, and website optimization. If you're doing $1M+ and want predictable patient acquisition without social media, visit https://www.chiroxmarketing.com/

  2. Jul 28

    3 Failed Associate Hires. $3M Practice. State Chiro President

    How do you build a multi-million-dollar chiropractic practice in a county with more cows than people? Dr. Kris Arnold has spent the last 25 years proving that location isn't the limiting factor—leadership, systems, and vision are. As the owner of Live Well Chiropractic in rural Pennsylvania, Kris has built an 18-team-member practice with multiple associate doctors, a wide range of healthcare services, and a business that continues to grow without depending entirely on him. 🔎 Free Chiropractic Marketing Audit: Your Growth Roadmap to 7 Figures https://www.chiroxmarketing.com/audit In this episode, Kris shares the costly mistakes he made hiring associates, why looking for a "mini me" almost destroyed one of his best partnerships, and the hiring process he now uses to find long-term team members. We also discuss why most chiropractic practices have little resale value, how to build a business that can operate without the owner, why referrals account for nearly 70% of his new patients, and the systems his team uses to consistently generate them. Kris also explains how he structures additional services around chiropractic, why passion should drive expansion—not revenue—and how implementing the EOS/Traction system transformed him from a practitioner into a true CEO. Beyond his practice, Kris serves as the incoming President of the Pennsylvania Chiropractic Association, where he's working to strengthen the profession and advocate for chiropractors across the state. If you're trying to hire associates, improve retention, create a scalable practice, or eventually step away from day-to-day operations without sacrificing growth, this episode is packed with practical lessons. TIMESTAMPS 00:00 Intro 01:07 Why Lead The PCA 03:25 No Pay Just Service 07:10 Membership Gap Reality 09:54 Selling The ROI 11:35 Associate Hiring Mistakes 15:02 Better Associate Treatment 17:33 Fast Hiring And Trial Week 19:08 Stop Chasing Unicorns 21:22 Recruiting Rural Talent 23:09 Associate Funnel Strategy 25:58 Supply Shortage Pipeline 28:03 Workforce Motivation Debate 29:24 What Keeps Him Up 29:51 Big Vision Small Town 31:31 Retention Builds Growth 32:07 Blue Ocean Marketing 33:49 Referral Systems That Work 36:41 Email Nurture Strategy 41:58 Adding Services Wisely 46:31 Marketing Ancillary Services 49:13 EOS And Coaching Mindset 54:01 Build A Sellable Practice 57:49 Final Advice And Associations CONNECT WITH DR. Kris ARNOLD Website: https://live-well-chiro.com/meet-our-team/ LinkedIn: https://www.linkedin.com/in/kris-arnold-35053631a PRO TIP Don't build a practice that only works when you're in the building. Build systems, develop leaders, and create a business that can continue serving patients—even when you're away. ABOUT CHIROX MARKETING We help 7-figure chiropractic practices dominate local search and attract high-value patients through SEO, Google Ads, and website optimization. If you're doing $1M+ and want predictable patient acquisition without relying on social media, visit https://www.chiroxmarketing.com/

  3. Jul 25

    He Built 10 Clinics, Sold Every One to His Own Associates

    Most chiropractors believe associates are the problem. Dr. Noel Lloyd believes the real problem is how owners build them. After a devastating skiing accident forced him out of active practice, Noel had no choice but to learn the business side of chiropractic. That challenge eventually led him to build 10 successful chiropractic clinics, develop more than 70 associates, and create the Win-Win Associateship model that has helped countless chiropractors scale while working less. 🔎 Free Chiropractic Marketing Audit: Your Growth Roadmap to 7 Figures https://www.chiroxmarketing.com/audit In this episode, Noel explains why 85% of associateships fail, how owners unintentionally set associates up to lose, and why attracting and developing great chiropractors is a leadership problem—not a hiring problem. We dive into his proven framework for building motivated associates, creating profitable compensation structures, producing consistent new patients through community outreach, and building systems that allow clinic owners to step away without sacrificing growth. You'll also hear why fun is an underrated business strategy, how to identify high-performing associates before hiring them, why every chiropractor must become a marketer, and the key metrics every practice owner should track to build a scalable business. If you're struggling with associates, trying to open additional locations, or simply want a chiropractic business that creates more freedom instead of more stress, this episode is packed with decades of practical experience. TIMESTAMPS: 00:00 Intro 00:51 Ski Crash Turning Point 02:50 Forced Out of Practice 05:56 Building Clinics Through Associates 10:09 New Patient Engine 11:58 Hiring The Right Associate 17:08 Win Win Associates Model 19:08 Community Outreach Playbook 22:33 Make Marketing Fun 27:58 Why Associateships Fail 31:38 Growth Breakthroughs Today 35:38 Systems Integrators And Pay 45:12 Track The Right Numbers 47:24 Books Systems And Culture 51:02 Programs And Where To Find 52:33 Ski Crash and Injury 54:32 Surgery Pressure and Doubts 56:54 Rehab and Leaving Practice 05:56 Building Clinics After Setback 09:54 Associate Hiring Formula 01:10:50 Outreach That Drives Patients 24:20 Making Marketing Fun 01:19:40 Why Associates Fail 01:23:20 Growth Limits and Mentorship 01:27:20 Systems Numbers and Leadership 01:33:21 Books Mindset and Possibility 49:45 Final Advice and Plug CONNECT WITH DR. NOEL LLOYD: New Patient Academy: https://thenewpatientacademy.com/ LinkedIn: https://www.linkedin.com/in/chiropracticcoach PRO TIP: Great associates aren't found—they're built. When owners provide clear systems, meaningful incentives, ongoing coaching, and a steady flow of new patients, associates become long-term partners instead of short-term employees. ABOUT CHIROX MARKETING: We help 7-figure chiropractic practices dominate local search and attract high-value patients through SEO, Google Ads, and website optimization. If you're doing $1M+ and want predictable patient acquisition without relying on social media, visit https://www.chiroxmarketing.com/

  4. Jul 14

    He Failed at His First 2 Associates. He's Launched 8 Since

    Most chiropractic associates fail—not because they're bad doctors, but because they're launched the wrong way. After losing money, frustrating patients, and failing with his first two associates, Dr. Brian Morris realized the problem wasn't the doctors—it was the system. Today, after nearly three decades in practice, Brian and his wife, Dr. Misty Morris, have built a multi-doctor practice generating over $300,000 per month, with associate doctors who regularly earn six figures and thrive inside the practice. 🔎 Free Chiropractic Marketing Audit: Your Growth Roadmap to 7 Figures https://www.chiroxmarketing.com/audit In this episode, Brian breaks down his proven 100 in 100 framework—helping new associates reach 100 patient visits per week in their first 100 days. He explains why most owners launch associates too slowly, how to build a marketing calendar before day one, and why community outreach remains one of the most overlooked patient acquisition strategies in chiropractic.We also discuss the qualities of a truly "launchable" associate, building compensation plans that create win-win outcomes, developing confident communicators instead of technicians, and creating systems that allow practices to scale without sacrificing culture or patient experience. Brian also shares why referrals remain his #1 growth channel, how his team creates unforgettable patient experiences inspired by Unreasonable Hospitality, and why practice owners should stop blaming associates and start improving their leadership systems. If you're thinking about hiring your first associate—or want to build a practice that grows without depending entirely on you—this episode provides a practical blueprint you can implement immediately. TIMESTAMPS: 00:00 Intro 01:16 Why Associates Failed 03:17 Seminar Breakthrough 05:05 Win Win Pay Structure 09:21 Fast Launch Framework 11:26 Defining 100 In 100 14:47 Pre Launch Marketing Calendar 16:50 Scheduling Patients Skill 18:49 100 Day Progression 21:58 Hiring Launchable Associates 23:47 Finding Talent On Campuses 25:13 100K In 100 Days Case 27:26 Outreach To Paid Leads 31:17 Never Running Out Of Outreach 32:34 Launchable Associates Defined 33:58 Profitability and Pay Benchmarks 35:04 Cultivating Lifetime Patients 36:54 Owner Readiness and Systems 38:22 100 in 100 Timeline 41:11 Vision and Abundance Mindset 44:52 Insurance and Premium Care 46:39 Unreasonable Hospitality Moments 50:31 Marketing Channels That Work 53:17 Integrators and Team Focus 58:20 Implementing 100 in 100 CONNECT WITH DR. BRIAN MORRIS: Website: https://morriswellness.com/ LinkedIn: https://www.linkedin.com/in/coachbrianmorris PRO TIP: Don't hire an associate to reduce your workload. Hire one when you still have the energy, systems, and leadership capacity to launch them successfully. A fast, structured launch creates confidence, profitability, and long-term success for both the practice and the associate. ABOUT CHIROX MARKETING: We help 7-figure chiropractic practices dominate local search and attract high-value patients through SEO, Google Ads, and website optimization. If you're doing $1M+ and want predictable patient acquisition without relying on social media, visit https://www.chiroxmarketing.com/

  5. Jul 7

    He Owns 6 Clinics, Trains DCs Worldwide, Adjusts One Bone

    Most chiropractors struggle to scale because they think growth comes from adding more services, more complexity, and more “business tactics.” But what if real growth actually comes from extreme clarity, conviction, and a single focused mission? 🔎 Free Chiropractic Marketing Audit: Your Growth Roadmap to 7 Figures https://www.chiroxmarketing.com/audit Dr. Steve Judson built a multi-location chiropractic movement with 6 (soon 7) clinics across Connecticut and Florida, scaling from a 400-square-foot office to 800–1,000 weekly visits in a 9,000-square-foot flagship practice. In this episode, he breaks down how he built his entire system around one core idea: the atlas and brainstem connection. We go deep into his philosophy of “principal chiropractic,” why he believes most chiropractors dilute their impact by adding unnecessary services, and how that affects both patient outcomes and marketing clarity. Steve also explains his controversial but practical model of building associates including L1 vs L2 doctors, profit-share systems, and why many associates should actually be built into partners instead of employees. He also shares how he attracts doctors instead of chasing them, why most associate relationships fail, and how aligning incentives and purpose creates long-term retention and leadership inside a clinic system. This episode also explores his “movement over business” mindset and how Wake Up Humans became a tool to educate and attract both patients and doctors. If you are a chiropractor, clinic owner, or aspiring associate trying to understand scaling, leadership, and building a true movement rather than just a practice, this conversation is essential. TIMESTAMPS: 00:00 Attract Associates 00:32 Meet Dr Steve Judson 01:31 From Baseball to Chiropractic 02:14 Finding the Mission 05:31 Scaling with Atlas Focus 07:20 From One to Seven Offices 08:21 Why Most Should Associate 12:58 Hiring and Vetting Doctors 17:25 Culture Tough Love Leadership 20:51 Upper Cervical Economics 21:14 Full Spine Within Specialty 24:10 Stop Diluting the Message 26:09 Principles and Green Books 29:13 Can Chiropractic Fix Anything 29:51 Letting the Body Heal 30:55 Cancer Case Miracle 31:36 What Wake Up Humans Is 33:15 Building a Movement 36:06 Lost Meaning Today 37:25 Faith Distraction and Agency 39:28 AI vs Innate Intelligence 41:24 Fulfillment Over Happiness 45:19 Why Practices Stall 47:55 Mentorship and Longevity 49:05 Hiring and Legacy 51:45 Profit Share Mindset 52:40 Rapid Fire Takeaways 54:04 Where to Find Him 55:37 Proximity and Closing CONNECT WITH DR. STEVE JUDSON: Website: https://drstevejudson.com/ LinkedIn: https://www.linkedin.com/in/steve-judson-98a755b2 PRO TIP: Stop trying to “hire associates” and instead build a system where doctors want to find you. When your mission is clear and your message is strong, attraction replaces recruitment — and culture replaces compensation as your main growth engine. ABOUT CHIROX MARKETING: We help 7-figure chiropractic practices dominate local search and attract high-value patients through SEO, Google Ads, and website optimization. If you're doing $1M+ and want predictable patient acquisition without social media, visit https://www.chiroxmarketing.com/

  6. Jun 30

    He Built a $1M Cash Practice Adjusting Only. Now He Trains New Grads

    Most chiropractors think success comes from scaling faster — more patients, more clinics, more services. But what if the real key is actually doing less, with more clarity and conviction? 🔎 Free Chiropractic Marketing Audit: Your Growth Roadmap to 7 Figures https://www.chiroxmarketing.com/audit Dr. Peter Kevorkian built a seven-figure, cash-based chiropractic practice in Massachusetts over 25+ years, with a philosophy that completely challenges modern practice models. In this episode, he breaks down why most chiropractors misunderstand retention, why “bolt-on services” can dilute your message, and how clarity of purpose can actually become your biggest growth engine. We dive into his approach to lifetime care, how he maintained over 200 patients on weekly care for two decades, and why he believes consistency, communication, and philosophy matter more than complexity. Peter also explains the exact mindset shift that allowed him to build a practice where patients stayed for 10, 20, even 25 years not because they were forced, but because they truly believed in the care. He also shares insights on pricing simplicity, building trust through honesty, and why the best associates are often not the ones who stay, but the ones who eventually leave to build something of their own. If you’re a chiropractor or practice owner trying to understand retention, patient trust, or how to build a long-term stable practice model, this episode will challenge how you think about everything. TIMESTAMPS: 00:00 Best Associates Leave 00:43 Cash Practice Origins 02:52 New Grad Success Basics 04:21 Bolt Ons Or Focus 07:02 Lifetime Care Proof 08:44 Retention Rules Explained 12:18 Affordable Membership Pricing 14:22 Building The Fee Model 17:01 Objectives Shape Practice 22:11 Who Scales Fastest 24:56 Relationships Drive Success 27:24 Know Thyself In Business 28:17 Beyond Test Scores 29:10 Wellbeing In Training 30:17 Learning Through Mistakes 31:00 Rethinking Exams 31:50 Engineering Grade Lesson 33:16 Support Over Retakes 34:28 Why Associateships Fail 36:06 Training New Associates 37:28 Compensation And Buyouts 39:52 Hiring For Humility 43:28 Soft Skills Coaching 46:12 Selling A Practice Systems 50:03 Preceptor Pipeline 52:56 Chiropractic Market Opportunity 55:09 Expanding Life West Campuses 57:19 Where To Connect 57:50 Final Wrap Up CONNECT WITH DR. PETER KEVORKIAN: Website: DrpeterkevorkianHome | Dr. Peter Kevorkian | Wellness Professional LinkedIn: Linkedinlinkedin.com/in/drpeterkevorkian PRO TIP: Retention doesn’t come from tactics — it comes from clarity. When patients fully understand your philosophy, your care model, and your intention, they don’t need to be “managed” into staying. They stay because they believe. ABOUT CHIROX MARKETING: We help 7-figure chiropractic practices dominate local search and attract high-value patients through SEO, Google Ads, and website optimization. If you're doing $1M+ and want predictable patient acquisition without social media, visit https://www.chiroxmarketing.com/

  7. Jun 23

    The Partnership That Almost Sunk Him in Year 2 (Then He Built $1M+)

    What if the biggest thing holding your chiropractic practice back isn’t marketing… but the belief that you have to do everything yourself? In this episode, Dr. Gregg Gerstin shares the hard lessons that shaped his career—from a partnership disaster that nearly ended his practice to building a thriving million-dollar clinic in Illinois through content, systems, team building, and relentless consistency. 🔎 Free Chiropractic Marketing Audit: Your Growth Roadmap to 7 Figures ChiroxmarketingFree Chiropractic Marketing Audit: Get Your Growth Score Dr. Gregg Gerstin is the founder of Align Wellness Center in Northbrook, Illinois, where he helps patients with complex neurological and vestibular conditions, including vertigo. Over the years, he has built a strong online presence through YouTube, educational content, and community outreach while growing a practice that serves patients from across the country. In this conversation, Dr. Gerstin shares the partnership breakdown that nearly ended his career, why most chiropractors struggle with content creation, how he built a successful YouTube channel around a single niche, the role of coaching in business growth, and why building a strong team is the key to creating both impact and income. If you're a chiropractor looking to grow your practice, improve your marketing, build better systems, attract more patients, or create a business that doesn't depend entirely on you, this episode is packed with practical insights and real-world experience. TIMESTAMPS 00:00 High Earner Myth 00:46 Toxic Partnership Fallout 03:59 Why Partnerships Fail 05:28 Red Flags to Watch 08:40 Visionary vs Executor 11:44 Finding Your Voice 14:27 YouTube Growth Playbook 20:39 Should You Start YouTube 22:44 Better Videos Faster 28:30 What Marketing Works 32:00 Four Legged Strategy 33:40 Content Over ROI 35:03 Brand Lift Effect 36:27 Double Down Posting 39:17 Personal Meets Professional 41:24 Reluctant Creators 43:28 Finding Your Voice 45:12 Hit Record First 46:45 Choosing The Right Coach 47:57 Team Growth Challenges 50:44 Mouse Out Of House 54:38 Specialty Referrals 55:07 High Earner Myth 55:49 Triathlon Lessons 57:50 Swimming Scare Stories 01:01:17 Where To Find Greg CONNECT WITH DR. GREGG GERSTIN Website: AlignwcDr. Gregg Gerstin | Northbrook Chiropractor – Align Wellness Center Instagram: Instagraminstagram.com/gregggerstin KEY TAKEAWAY Success in chiropractic isn't about doing everything yourself. The practices that scale are built on teams, systems, consistency, and the willingness to keep showing up—even when it's uncomfortable. Whether it's creating content, building a team, or growing a business, the biggest breakthroughs come from taking action before you feel ready. ABOUT CHIROX MARKETING We help 7-figure chiropractic practices dominate local search and attract high-value patients through SEO, Google Ads, and website optimization. If you're doing $1M+ and want predictable patient acquisition without relying on social media, visit: ChiroxmarketingChiropractic Marketing Agency for $1M+ Practices | ChiroX

  8. Jun 16

    He Runs 28 Chiropractic Clinics in Rural Kentucky, All on Insurance

    What if the reason your second clinic fails isn’t marketing… but the fact that your first clinic only works because of you? In this episode, Dr. Dennis Short—founder of Kentucky’s largest chiropractic group with 28 clinics (soon to be 29), professor at Campbellsville University, and author of The Ultimate Chiropractic Practice—shares the systems, KPIs, hiring strategies, and leadership principles behind scaling a multi-location practice without becoming the bottleneck. 🔎 Free Chiropractic Marketing Audit: Your Growth Roadmap to 7 Figures ChiroxmarketingFree Chiropractic Marketing Audit: Get Your Growth Score Dr. Dennis Short grew up on welfare in Newfoundland and went on to build one of the largest chiropractic organizations in Kentucky. In this conversation, he explains why most chiropractors struggle to scale, how operating a business on personality alone becomes a liability, and the exact systems that allow him to manage 28 locations as a single organization. We also dive into the insurance vs. cash practice debate, hiring and retaining associates, KPI-driven management, referral systems, internal marketing, company culture, and why understanding your numbers is more important than any marketing tactic. If you're a chiropractor who wants to open additional locations, improve profitability, recruit top talent, build stronger systems, and create a business that can thrive without your constant presence, this episode is packed with practical lessons from someone who has done it at scale. TIMESTAMPS 00:00 Personality Trap Warning 00:27 Meet Dr Dennis Short 01:49 Why Insurance Still Works 04:10 Documentation Beats Audits 06:26 Geography Changes The Model 09:09 Profit Margins And Risk 12:14 Diversify Your Associates 12:52 Systems For 28 Clinics 17:29 Manuals Training And Retention 23:57 Culture Support With Responsibility 28:24 Recruiting In A Shortage 30:20 Pay Plans And New Grad Reality 33:40 Evidence Based Misunderstandings 35:48 Transparent Pay Model 36:19 Associate Recruiting Networks 38:06 Paying Off Student Loans 39:42 Referral Curve Research 42:03 Internal Marketing Systems 45:47 External Marketing Strategy 48:43 Rural Versus City Markets 51:24 Entrepreneurship Execution Grind 55:55 Building A Better Chiro School 01:03:04 KPIs To Run Clinics 01:06:24 Where To Find Dennis 01:08:24 Future Of The Profession CONNECT WITH DR. DENNIS SHORT Faculty Profile: CampbellsvilleFaculty Profile LinkedIn: Linkedinlinkedin.com/in/dennis-short-5524a023 KEY TAKEAWAY A successful practice cannot depend entirely on the owner's personality. If your systems, processes, KPIs, and team cannot operate without you, scaling will eventually expose every weakness in the business. The foundation of growth is building a practice that runs on systems—not charisma. ABOUT CHIROX MARKETING We help 7-figure chiropractic practices dominate local search and attract high-value patients through SEO, Google Ads, and website optimization. If you're doing $1M+ and want predictable patient acquisition without relying on social media, visit: ChiroxmarketingChiropractic Marketing Agency for $1M+ Practices | ChiroX

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Your dedicated resource for actionable strategies and expert insights to scale your chiropractic practice for greater impact and profitability. If you're a chiropractic business owner serious about growth, increasing revenue, and building a thriving practice, you've found your show.

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