From Passion to Purpose: Transforming a Community with FYZICAL

Simon and Christine Buesnel, pictured here with Sheri Vial, PT, to celebrate their clinic opening on the set of KOLO-TV in Reno, Nevada, in May 2024 as part of the station's "Open for Business" segment. Despite lacking any prior small business experience, their clinic has quickly grown to an impressive 400 patient visits per month in five months, reflecting their passion, dedication, and FYZICAL's support. They plan to open two more clinics in two years and expand services to wellness, pelvic health, and dry needling.

Q: What was your business experience prior to joining FYZICAL?

Simon: I spent 30 years in management consulting before retiring as a partner. I worked globally on everything from consulting to IT and strategy and built strong client relationships and networks. I was preparing to retire, and I wanted to do something different that would be interesting and rewarding, both personally and for the community we work and live in. 

Christine:  I worked in product and process development for a pharmaceutical company for 20 years, focusing on healthcare and improving lives but not directly treating patients. 

Q: What attracted you to FYZICAL, and why, ultimately, did you choose FYZICAL?

Christine: One of my life's missions is enabling health and wellness, which I've been doing in many ways for 30 years. So, this mission aligned very tightly with my mission. Regarding the franchise, I liked that there was structure but flexibility in implementing it. Both were extremely important to me. A franchise model with only structure but no flexibility, or vice versa, would not have been a good fit.

Simon: Coming from the corporate world without small business experience, we explored starting or acquiring a business. We quickly realized we needed the support of a franchisor. We wanted one that aligned with our purpose, offered the right level of support, and showed resilience. When we found FYZICAL Therapy & Balance Centers and spoke with its owners, we got a deeper understanding of what FYZICAL can offer the community, and it resonated with us. 

My mother lives in the UK and has been suffering from Parkinson's for five years. It has greatly affected her balance. We realized that if my mother had access to a FYZICAL in England, she could have regained confidence in her mobility and likely extended her independence and quality of life. FYZICAL was the right choice. 

"We realized that if my mother had access to a FYZICAL in England, she could have regained confidence in her mobility and likely extended her independence and quality of life. FYZICAL was the right choice." 

-Simon Buesnel Owner, FYZICAL, Sparks, NV

Q: Reaching 400 patient visits per month in just your fifth month is a remarkable milestone. What do you believe has been the key to achieving such outstanding success?

Christine: Several factors were key to ramping up quickly. We divided roles: Simon took on the external community marketing role, and I took on the internal roles, such as hiring, employee management, and setting up the clinic. Next, we weren’t afraid to spend money. When we struggled to find a physical therapist, we paid a recruiting fee to find Sheri Vial, a full-time PT with 30 years of experience and strong community connections. She brought instant credibility to Simon’s marketing efforts in the community. Without her, we wouldn’t have grown as fast. I know it's a cliche, but you have to spend money to make money. If you try and nickel-and-dime, it'll show up.

Simon: After signing our franchise agreement, we attended Brand Triumph, and that helped us build a strong, collaborative network with other owners. The FYZICAL family network has been so powerful for sharing ideas and learning. FYZICAL Lab was invaluable, and the real estate and development teams were outstanding in guiding us to the perfect location and designing it effectively.

Our Franchise Regional Consultant, Marc Phillips, has been an incredible source of support, offering invaluable guidance from his experience as a PT and clinic owner. Our Marketing Consultant, Nicole Young, helped us pinpoint key community events, like the Chamber of Commerce, where our involvement has had a significant impact. The HQ team offered outstanding support with clinic-opening guidance, technology, and our Client Care Specialist (CCS). They’ve remained readily available whenever we need them. Without clinics in Northern Nevada, the PR team was invaluable in helping us connect with publications and build local awareness.

"I know it's a cliche, but you have to spend money to make money."

- Christine Buesnel Owner, FYZICAL, Sparks, NV

Q: How did you approach building relationships with the referral community, and how have physicians and clinics responded?

Simon: I took on the direct marketing role, built strong relationships with businesses, and presented at events like the Chamber of Commerce and Northern Nevada Parkinson's Support Network, which generated many referrals. Our hands-on outreach—connecting with people—has far outperformed digital marketing and has been our key driver.

A key turning point for us was a free seven-minute live TV interview in Reno that showcased our clinic and patients. It brought in new patients, attracted our third PT hire, and helped us connect with the referral community, which rarely gets to see the clinic firsthand. In therapy, you won't have many, if any, of the doctors or referral sources actually come and visit your clinic. 

So, we designed a QR code card as part of our outreach strategy to highlight what makes our clinic unique. When I visited with doctors, I’d say, “If you scan this code, you’ll see a five-minute video showing our clinic and patients being treated.” The feedback has been fantastic! Doctors can view it on their phones, leading to a noticeable referral increase. It has been heartwarming to hear doctors and clinics say, "It’s so great you’re bringing this to the community. We need more physical therapy, but more importantly, we need the ability to help our community with balance." 

Christine:  We've built strong connections through the Chamber; many patients have come from those relationships. By being enthusiastic and believing in what we do, we're not selling at all; people sense that. They're sending us their mothers, grandmothers, friends, and relatives. They say, "I have balance issues and want to see what you're all about." It's fantastic. 

Q: What steps have you taken to build a strong company culture, and how has it impacted the success of your team?

Christine: Most people say customers are the top priority, but for us, it’s our employees. They give their best to our patients when they feel supported, respected, valued as decision-makers, and in complete partnership. We check in, hold them accountable, and meet their needs. That energy shows in our reviews, which praise the team and the welcoming atmosphere. Celebrating small wins early on created momentum, which has been key to our success.

We both believe a strong company culture is critical to short and long-term success. We focus on several core elements: clarity of vision and values, leading by example (we all do what is required for patients), fostering a team environment, open and honest communication, promoting employee development, acting on feedback, celebrating achievements, and work-life balance. We also fund and provide time for employee development, act on feedback to show we value opinions and input, and celebrate achievements with bonuses for training and individual performance.

"It’s so great you’re bringing this to the community. We need more physical therapy, but more importantly, we need the ability to help our community with balance."

- DMDs and other referral sources, Reno/Sparks, NV

Q: What do you enjoy most about being part of the FYZICAL family?

Christine: I truly enjoy our patients. They leave healthier, move better, and are happier. When they leave our clinic, they are literally smiling, laughing, and talking. I have connected with every patient; they make our day better. I just can't get enough of seeing people's lives improve and FYZICAL's impact on them.

Simon: Christine and I have been very hands-on from the start. Patients love coming here—not just for the results they get but for the environment they're coming into. For us, that's very much a part of our philosophy. At FYZICAL Lab, we learned that effectively treating and engaging patients is critical, and it really plays out. They're our greatest referral sources.  

Q: What has been the most surprising or eye-opening part of joining FYZICAL?

Simon: Through the diligence process, we gained valuable insights from PT and non-PT owners, who shared their experiences and highlighted FYZICAL's strong support and guidance. You often hear these things, but we were surprised that FYZICAL actually exceeded our expectations. I’ve spoken with other franchisors, and honestly, the support from HQ stood out as second to none in helping set us up for success.

Christine: We were genuinely surprised by how good the franchise has been on top of what we already knew. We felt incredibly well-prepared, and nothing has caught us off guard during our time with FYZICAL. The support enabled us to succeed, and the HQ team has been there for us every step of the way. We worked 40 hours a week for the first few months when we first started. Now, it’s either him or me going in, and some days, neither of us needs to be there. We’re already down to less than 20 hours a week each, so it is truly a semi-absentee model. We enjoy being in the clinic, but it runs itself now. You don’t have to be there all the time, but when you are, you need to be fully present.

"I’ve spoken with other franchisors, and honestly, the support from HQ stood out as second to none in helping set us up for success."

-Simon Buesnel Owner, FYZICAL, Sparks, NV

Q: What advice would you give to someone just starting out as a FYZICAL franchisee?

Christine:  Simon, being British, often says, “Everybody muck in,” meaning everyone pitches in. If our CCS is on break, I’m at the front desk. When we first opened, we didn’t have a cleaner, so Simon and our Lead PT took turns cleaning the toilets. We still take pillowcases home to wash because we don't have a washer. While our employees may not have ownership, they all step up because they feel like it’s our clinic. They take initiative, share ideas, and speak up when something isn’t working. That kind of teamwork is crucial for success—as an owner, everyone has to pitch in to make it work.

Simon: We came into this without knowing the business or how it could generate revenue. While we’d experienced physical therapy ourselves, we didn’t understand how the business side worked. Early on, we took on as many roles as possible to gain a deeper understanding, which helped us view the business more strategically. We asked ourselves, “How do we grow strategically? What changes are needed? How can we be more efficient?” Gaining that insight in the first few months was critical, especially as non-PTs.

Q: What advice would you give to someone looking to grow and expand their business?

Christine: You don't get economies of scale at one location; you need multiple units. We have purchased three licenses, and the first location has given our staff and us invaluable experience that will help us ramp up and launch the second location quickly. We've seen strong demand from our referral sources, which backs this expansion. Our next clinic will open in early 2025, with the third following 12 months later. Three clinics allow us to achieve economies of scale, which is impossible with just one location. You need multiple units to maximize efficiency and growth.

Q: What is your next goal with FYZICAL?

Christine:  Our next big goal with FYZICAL is to open location #2 and establish wellness as a viable service in the community so we can meet the evolving needs of our patients. The HQ team has been there every step of the way, and the support we've received has been enormous. We're so glad to be able to celebrate our patients, our staff, and our community. In 10 years, we envision 3-5 thriving FYZICAL clinics, each offering exceptional treatments in warm, welcoming spaces that genuinely put patients first.

Simon:  This is so much more than just a paycheck—it's something we're truly passionate about. Every morning, we're excited to come into the clinic, connect with our patients, and make a meaningful impact.

I recently told a former colleague that while my former work in global organizations was rewarding, this role takes fulfillment to an entirely new level. Seeing what we’ve achieved and the change we’re making in the community is deeply gratifying. Hearing patients say, "It almost feels like we're coming home," inspires us every day. There's nothing more rewarding than seeing lives transformed and knowing FYZICAL is making a real difference.

"Hearing patients say, 'It almost feels like we're coming home,' inspires us every day. There's nothing more rewarding than seeing lives transformed and knowing FYZICAL is making a real difference."

-Simon Buesnel Owner, FYZICAL, Sparks, NV

Thank you for your time.