Helping A Chiro Scale Past 6 Locations | Ep 818
episodePreviously titled “Helping A Chiro Scale Past 6 Locations | Ep 837” — renamed by the publisher on Aug 2, 2026
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Who is Raymond and what does his chiropractic business look like?
So hey Alex, my name is Raymond Kooner. I own ChiroFirst of Washington. So we're a chain of chiropractic clinics in the greater Seattle area. So just a little bit about my business. We currently have six brick and mortar locations in the greater Seattle area. Trailing 12 months revenue, 5.2 million. EBITDA of around roughly 1.2 million. And our net profit is about 23%. Do you buy those or do you open up organic? So far, I've bought all of them. Oh, really? Okay. Yeah. But I think moving forward, we're going to change our strategy a little bit. Yeah. So who do you help specifically? So our key demographic that we help is 35 to 65-year-old men and women that have some kind of condition that we can help with, whether it's pain, discomfort, or loss of movement.
What demographics does Raymond's chiropractic clinic serve?
So you're kind of like income level or anything like that?
Yeah, they need to be employed. Insurance or cash? We're about 75% insurance. Oh, interesting. Okay, got it. So how do you help them? So the way we help them is when someone comes into our office, we'll design a custom treatment plan for them. That might be over a period of 60 to 90 days. It might include chiropractic, rehab, and spinal decompression. So spinal decompression kind of differentiates us from a lot of our competitors because it's a niche service that we offer for people that have disc related injuries.
Is that like stretching people out kind of thing?
Yeah, exactly. Cool. Well, how do you make money? So basically on the front end, we offer a free consultation. So then when the patient comes in, our packages can range from $2,400 to $3,600 over a 60 to 90 day period. We're primarily a reoccurring revenue model. And roughly one out of every seven of our patients, they come in for a larger case value.
How does Raymond acquire new patients?
So like a car accident or a work injury might be worth up to $10,000. Okay. What's advertising? How do you find them? So for paid advertising, the two means of advertising are, number one is Facebook ads. So we spend about a thousand bucks per location on that. The second one is Google ads. So we're spending roughly 500 to a thousand per month on each location. Okay. So what's sales velocity? How many do you sell per month? On average, we're getting about 35 leads per month. And out of the 35, we have 28 that show. Okay, that's pretty good. And so we have a show rate of about 80%. That's great. And our closing rate is about 71%. So total sales probably roughly around 20. Cool. Solid numbers. Okay. So what's the goal? My three year goal is to try to get to $5 million EBITDA.
I want to try to build a business that can run individually, but then I also want to entertain selling to institutional buyer. Okay. So this is very much up your alley what we talk about.
Okay, so that's the goal. So what's staying in the way? What's the problem?
So if I were to prioritize my constraints, what I think they are, number one, I would say is probably lead flow. I think that we could do better in that department. It's not consistent. When I had one location, it was really easy to predict that and to change the outcome pretty quickly. But as we've scaled, I'm having a tougher and tougher time, you know, scale the marketing, right? So I would say that's like a big one for us. Second one would be like our sales infrastructure. Because we are 75% insurance-based, there's so many different plans out there, right? So when the patient comes in, we have to determine what kind of insurance they have by verifying it and then make a customized plan based off of that.
So if there's a way to streamline that into one day, I think it would be much more effective for us. When I personally practiced, I was able to do it in one day, but I'm having a tough time training my doctors to be able to do that. Number three, scaling issues. So just centralizing the marketing has been a challenge for us. Limited employee pool, right? So right now we're not expanding, but when we do expand, it's harder to find a doctor obviously than a regular person.
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Chapters
8 chapters
1
Who is Raymond and what does his chiropractic business look like?
0:08–0:49
2
What demographics does Raymond's chiropractic clinic serve?
0:49–1:46
3
How does Raymond acquire new patients?
1:46–3:48
4
What are the challenges Raymond faces in scaling his business?
3:48–8:36
5
How does Raymond manage his clinic's sales process?
8:36–13:34
6
What marketing strategies are effective for Raymond's clinics?
13:34–18:33
7
What are the financial metrics of Raymond's clinics?
18:33–18:45
8
How can Raymond improve his lead generation and sales process?
18:45–39:45
Speakers
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