FYZICAL Franchise | Blog

From Summit to Success: How FYZICAL's Marketing Summit & Marketing Suite Fueled Franchisee Growth

Written by Jill King | August 26, 2025

What happens when you bring FYZICAL owners together to learn, share, and strategize for momentum? At FYZICAL Northlake, owners Sheri St. Clair, PT, Cert MBR-L3, and Frank St. Clair, Manager, FYZICIAN Liaison, discovered the Marketing Summit in Charlotte provided not just the tools and insights, but also the playbook for transformative growth.

The results speak for themselves: referrals jumped from 20 per month to more than 40, cancellation rates dropped, and outreach efforts took a fresher, more targeted approach. By strengthening relationships, sharpening referral conversations, and implementing new practices, lessons quickly turned into measurable wins. More than a learning event, the Summit became a turning point—equipping participants with forward-thinking ideas and a clear roadmap for continued growth.

Sheri and Frank share why the Marketing Summit was a game-changer for their clinic in this video:

Q: How did you first get connected with FYZICAL, and what convinced you it was the right fit for you to open a clinic?

Sheri: I first worked at a FYZICAL clinic at an ENT office and later added part-time at another FYZICAL location.  I quickly grew impressed with FYZICAL and loved its outpatient environment, but two part-time jobs and no benefits were not sustainable, especially after Frank lost his job.

During that time, I also dove into FYZICAL’s webinars and training classes, so I had the clinical knowledge that was needed to be on my own.  Even though I never pictured myself as a business owner, Frank’s management background gave us the confidence to open our own clinic. Meeting the right people at headquarters, having their guidance, and knowing we weren’t doing this alone made it possible.

What really impressed me was FYZICAL’s S.O.S. Safety Overhead Support system. It makes such a difference, creating a safer environment for patients and a more effective environment for therapists. After 25 years as a PT in neuro, ortho, and more, I had enjoyed my career—but once I joined FYZICAL, it became my passion.  I knew I would never want to go anywhere else."

Q: Balance therapy is a cornerstone of FYZICAL. How has it become such a defining part of your clinic?

Sheri: I’ve always loved working with balance and vestibular therapy, especially helping patients with dizziness. While I still treat various conditions, FYZICAL's Balance Program has become my primary focus—now it makes up about 50% of our caseload. The demand is so strong that I have one patient who drives an hour and 15 minutes to see us, and it's not uncommon for patients to drive 45 minutes to come here because they know they’ll get specialized care they can’t find everywhere.

Frank: And the results speak for themselves. We’re coming up on our first anniversary and already have over 50 five-star Google reviews. That kind of feedback shows how much of a difference FYZICAL’s Balance Program makes in people’s lives.

Sheri: Our reputation is growing among physicians and in the community. Patients love to tell us how they tell their friends and what they tell their doctors because they want us to be successful. This cannot be overlooked or undervalued.

"We’re coming up on our one-year anniversary and already have over 50 five-star Google reviews. That kind of feedback shows how much of a difference FYZICAL’s Balance Program makes in people’s lives."

- Frank St. Clair, Owner

Q: In addition to delivering excellent patient care, FYZICAL empowers franchisees with strong business systems. How have these helped you maintain low cancellations and steady referrals?

Frank: I handle our FYZICAL Liaison work, but our Client Care Specialist, Charidyn Mason, has been a real lifesaver. She manages much of the insurance process and helps us track key metrics like cancellations and conversion rates. Each month, we review the numbers and decide what to improve.

For example, we noticed many cancellations from new evaluations earlier this year. We started calling those patients the day before to remind them why they scheduled and the benefits of following through. That simple change we learned from FYZICAL immediately impacted our conversion rates, and cancellations dropped.

Also, Charidyn does a fantastic job staying on top of referrals, often scheduling new patients the same day. If a patient does call to cancel, she will say, “I really don’t want you to have that cancellation fee—can you still make it in?” Patients respond well because they see she’s on their side, not just enforcing a policy. That personal approach has helped keep our numbers low and our schedule full.

We’re proud of our cancellation rate—it usually stays between 6% and 9% monthly.

Sheri: Patients love Charidyn, and she’s become an incredible asset to the clinic. Mary Simpson, our part-time OTD, CHT, has also been a great asset. She handles most of our upper extremity patients, and sometimes, we share patients—especially if they are neuro.

Q: You attended FYZICAL’s Marketing Summit in Charlotte. What impact did it have on your confidence and growth strategies?

Frank: Probably the biggest benefit when you go to something like that is when you're out on an island by yourself, feeling like there's nobody else going through the same things that you're going through, it is FANTASTIC to all of a sudden have a group of people who are saying the exact same things you're thinking and going through the exact same things you're going through. 

It gives you encouragement, new ideas, and the confidence to walk into challenging situations—like competing with big hospital systems—and know how to respond.

"[FYZICAL's Marketing Summit] gives you encouragement, new ideas, and the confidence to walk into challenging situations—like competing with big hospital systems—and know how to respond."

-Frank St. Clair, Owner

The Summit also inspired us to focus not just on knocking on doors for referrals, but on educating the community. That shift has made a big difference—we’ve built relationships at places like Senior Solutions, where I even sang karaoke. It breaks the ice and shows people who we are beyond just business owners.

Q: Can you share a specific example where Summit-inspired community outreach helped fuel your clinic’s growth?

Frank: One of our patients suggested we connect with Vets Helping Vets, which meets just a few minutes from our clinic. I reached out and was invited to speak at their weekly gathering. When I showed up, I found myself in front of 200 veterans. No slides, no presentation—just a microphone and the chance to introduce myself, share what we do, and answer questions.

That day alone brought new patients through our doors. More importantly, it gave me a chance to explain something many don’t realize: You have the freedom to choose where you go for physical therapy. You don’t have to follow your doctor’s referral; you can go where you’ll get the best care.

And here’s the thing—you never know which connections will come back around. A few months ago, I visited an arthritis facility and dropped off FYZICAL's marketing materials. Honestly, I didn’t think it would lead anywhere. The following month, I skipped them altogether. But just today, we got a referral from that office I had only visited once.

That’s the reality of this work: every connection matters, and you never know which one will come through when you least expect it.

I told the veterans about FYZICAL, our individualized approach, and, of course, about Sheri. Her decades of experience really shine through, and patients instantly feel confident in her care. That level of expertise sets us apart, and it’s one of the biggest reasons word-of-mouth and opportunities like this keep fueling our growth.

We’ve also plugged into local meet-and-greet groups—monthly breakfasts or lunches where you connect with other small businesses and healthcare providers. Everyone gives a quick intro, then you network. This August, our clinic is actually hosting one of those events. It’s a great way for caseworkers, home care providers, and mobility specialists to see firsthand what FYZICAL is all about. Opportunities like that keep us visible and build relationships that lead to referrals.

Q: What strategies from the Marketing Summit have you been able to put into practice right away?

Frank: Everything. Because the stuff you learn at the Summit was more about your approach. Before the knowledge of the Summit and going in with a plan or going in and knowing what you're going to say, it would have been much more of a fumbled kind of situation. So I guess, the best word I can think of to express on the Summit would be that it really helps you focus.

Sheri: One takeaway was the importance of building relationships. Our Franchise Regional Consultant, Denise Etter, suggested starting tomato plants and giving them as small gifts. It was a simple, memorable gesture—and it worked. One referral coordinator who oversees several offices even called Frank back to say, “My tomato plant just died. Thank you—I’ll send patients your way.”

"One takeaway was the importance of building relationships. Our FRC, Denise Etter, suggested starting tomato plants and giving them as small gifts. One referral coordinator who oversees several offices even called Frank back to say, 'Thank you—my tomato plant just died. I’ll send patients your way.'"

- Sheri St. Clair, PT, Cert MBR-L3, Owner

Frank: Another example came from the Summit: "Who are you currently using for physical therapy?" Of course, it was the local ATI, which has contracts with Prisma. I just looked her right in the eye, and as nicely and as calmly as I could, said, “Do me a favor. ATI doesn't need your business; they have a contract with Prisma and will get their business automatically. I need your business, and your patients need our services. Give us a try.”

And boom, we started seeing referrals. 

Q: How did the Summit shape how you work with doctors’ offices and referral sources?

Sheri: After the Summit, Frank asked all the doctors' offices, "What are the issues you're having with other places?" That was the biggest thing - the [lack of] communication. So, we're in communication with the doctors' offices. As soon as they give us something, we make sure their offices know precisely what's happening with their patients.

As soon as a referral comes in, our CCS, Charidyn, sends a thank-you and confirmation that it was received. Once the patient is scheduled, she sends a second notice with the appointment details. Then we follow up regularly with plan-of-care updates so the doctors always feel connected.

"After the Summit, Frank asked all the doctors' offices, 'What are the issues you're having with other places?' That was the biggest thing - the [lack of] communication...Now, we make sure our offices know precisely what’s happening with their patients."

- Sheri St. Clair, PT, Cert MBR-L3, Owner

Frank: Working with Local Marketing Consultant Taylor Robbins was a huge help when we started. She connected us with an independent ENT who took time to read our specialized plan of care and appreciated the follow-up. That relationship alone brought us 10 referrals in June, so that doctor definitely cares about where he's sending his patients and the care that they're getting.

Additionally, we’ve also added personal touches. Charidyn sometimes delivers small treats to offices, and we even made her business cards since she’s often the first voice they hear when they call. It puts a face and personality to our clinic, which the offices love.

Sheri: In one instance, the doctor was interested in knowing what I think because I see the patient. The patient said, "The doctor sent me to you because he wants to make sure it's not this or that." 

I did IVOG testing as part of the evaluation because it seemed like the ENT wanted help with diagnostics for this patient, and I provided my assessment.  As I expected, the patient never returned (in her mind, she was there to hear my opinion and nothing else), but that was an indication to me that he valued my expertise—thanks to Brian Werner, National Director of Balance Center Development, Education & Training.

Q: How did the Summit change how you approach everyday marketing and outreach?

Sheri: Honestly, the Summit brought us together a little bit more. We were talking a little, but it gave us an opportunity to spend a little bit more time together to discuss those things to actually put those things into practice. It’s been great to have ready-made campaigns we can implement right away. 

Frank: Some days I feel confident, and other days it feels like I’m just handing out brochures. But the Summit gave me a different perspective. Now, when I pull into a parking lot, I stop and remind myself: have focus, know what you want to achieve before you walk in the door.

"The Summit gave me a different perspective. Now, when I pull into a parking lot, I stop and remind myself: have focus, know what you want to achieve before you walk in the door."

- Frank St. Clair, Owner

That shift has led to multiple meetings with office managers and referral coordinators—conversations that wouldn’t have happened if I were just dropping off materials. If I had to sum it up in one word, it’s that word: “focus.” Don’t just wander in. If you do, you'll only hand out brochures because that's about as far as you'll get.

We had gone for several months with right around 20 referrals.

Sheri: In June, it went to 40, and by July 30th, we were already at 41. That kind of growth shows how staying focused and applying what we learned at the Summit really works.

Q: Have you used FYZICAL’s Marketing Suite, and how has it supported your marketing efforts?

Frank: Yes—we’ve used it and it looks really good. We’ve even partnered with three other FYZICAL clinics in the upstate for joint marketing. For example, our brochures now list all four locations together. It shows strength in numbers, and since patients often travel across regions for doctors or specialty care, it makes sense for us to market collectively. The Marketing Suite, along with Canva, makes it easy to localize those materials.  The fact that it's set up for you and there for your editing to localize and make it work for you is silly not to take advantage of it.

Q: Would you recommend FYZICAL’s Marketing Summit and Marketing Suite to other franchisees? Why?

Frank: Yes—absolutely to both. If you can make the time to attend the Summit, it’s extremely beneficial. You get one-on-one time with the people who are leading the charge—like Cindy Savage, Vice President of Marketing and Brand Development, Justen English, Director of Performance Marketing, Nicole Young, Local Marketing Consultant, and FRC Denise Etter—so you’re hearing directly from the leaders of all those categories. That kind of access is invaluable.

The Marketing Suite is equally important. It gives you ready-to-use campaigns and tools that save time and help you stay consistent. The reality is, as owners, you have to take responsibility for your own marketing and growth. Both the Suite and the Summit give you the resources to do just that.

I recommend downloading all the materials because you never know what you'll need and when you'll need it.  

Q: Why FYZICAL? What makes being part of this brand meaningful for you as owners?

Frank: We really enjoy what we’re doing—it feels good to help people and know the work is making a difference. That kind of job satisfaction is hard to beat.

Watching Sheri work with a vertigo patient and perform a maneuver that brings instant relief—you see it in the patient’s eyes.

That fast, life-changing result doesn’t happen often in most healthcare settings.

Here, it does.

We’ve also built relationships that go way beyond the treatment table. After being discharged, one patient returned months later with his family while in town for his graduation. He lives in Myrtle Beach and uses a wheelchair, so making that trip wasn’t easy. But he needed to stop in, say hello, and shake my hand.

That moment said everything about what FYZICAL means to us. It's not just care but connection, and why we’re proud to be part of this brand.

Thank you for your time.

Read more franchisee stories here.