Health & Wellness

12 trades. Same grounded system, tuned to the realities of each one.

12 kinds of health & wellness businesses

Pick yours - every one has its own numbers, leaks, and 90-day plan

Dental Practice Medical Practice Chiropractic Physical Therapy Veterinary Optometry Mental Health / Therapy Med Spa Massage Therapy Gym / Fitness Studio Yoga / Pilates Studio Personal Training

How the money works

Health & Wellness runs on 3 different business models

Two shops in the same industry can need opposite advice, because they sell different things. Find the model you actually run on.

Clinical practice

You sell one patient visit or case

Revenue is production, but income is collections - and the gap between them is where practices quietly fail. Payer mix decides your ceiling more than your clinical skill does. Every unfilled slot, every uncollected copay, and every claim denied for a fixable reason is money you already did the work for.

Your ceiling: Provider chair or room hours, plus what the payer will actually reimburse.
Biggest leak: Copays not collected at the desk — Collecting at time of service costs nothing; collecting later costs three statements and a phone call.

7 business types

Chair and appointment book

You sell one booked appointment in one chair

Your revenue ceiling is chairs times hours times fill rate, and it is brutally fixed. No-shows are not an inconvenience, they are permanently destroyed inventory. Retail attach and rebooking are where a good chair beats an average one, and the person in the chair usually owns the client relationship - which is the real risk in the model.

Your ceiling: Chair hours. An empty chair at 2pm cannot be resold at 6pm.
Biggest leak: No-shows with no cost — A card on file and a clear policy cuts no-shows by more than half. You are not being harsh; you are protecting a slot you cannot resell.

3 business types

Enrollment and membership

You sell one enrolled student or member per month

Revenue is enrolled seats times monthly rate, and the whole game is churn. Ratios and licensing set your cost floor and your capacity, and you cannot flex them the way other businesses flex labor. Every member who leaves costs you the acquisition cost again, so retention spending almost always beats marketing spending.

Your ceiling: Licensed capacity and required staff ratios.
Biggest leak: No onboarding for new members — The first 30 days decide the next 30 months. A structured start cuts early churn hard.

2 business types