ATI Physical Therapy went private but what does it really mean?

Dave Kittle, Tony Maritato, and Jimmy McKay break down the collapse and privatization of ATI Physical Therapy and reimagine what they would do if they owned it. From debt-fueled SPAC deals to turning patient data into a business asset, the trio takes a sharp, sometimes funny, and often brutally honest look at the PT industry.

Watch more from PT Pintcast →https://www.youtube.com/@PTPintcast

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EPISODE BREAKDOWN

[00:14] — Dave's Off-the-Cuff Insights

[01:11] — ATI Going Private

[01:49] — ATI's Financial Struggles

[03:32] — Comparing ATI and US Physical Therapy

[04:17] — Benefits of Going Private

[04:35] — Creative Solutions for ATI

[05:57] — Leveraging Existing Resources

[06:32] — Monetizing Patient Data

[07:12] — Ethical Considerations in Marketing

[10:34] — Challenges in Building a Tech Platform

[11:44] — Potential Partnerships and Lead Generation

[13:15] — Advertising and Patient Engagement

[18:49] — Real Estate and Business Model Changes

[20:13] — Scaling Physical Therapy Services

[21:31] — Reflecting on ATI's Downfall

[22:06] — SPAC Deal and Financial Missteps

[27:06] — Organizational Decline and Culture Issues

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Want to Connect with Dave?

Book a strategy call:

https://clarity.fm/davekittle/expertise/physical-therapy-merger-acquisitions-valuations-healthcare-marketing-sales

Thinking of selling your practice or partnering?

https://www.fieldmakergroup.com

Connect with Dave:

Email: Dave@Conciergepainrelief.com

Instagram: @davekittle https://www.instagram.com/davekittle/

LinkedIn: https://www.linkedin.com/in/davekittle/

or

Call (646)-781-8884

Hosted on Acast. See acast.com/privacy for more information.

What if Amazon built an EMR? Or if AI handled evaluations while clinicians focused only on what humans do best?

We dive into the collision of artificial intelligence, marketing-first healthcare design, and the evolving role of therapists. From “red button” patient moments to the possibility of unlicensed care companions, the conversation pushes beyond compliance and into the future of patient-centered innovation.

Watch more from PT Pintcast →https://www.youtube.com/@PTPintcast

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EPISODE BREAKDOWN

[00:00] — Discussion of In-Person vs Virtual Healthcare

[01:11] — Introduction to AI in Physical Therapy

[02:39] — Marketing-First EMR Systems

[03:43] — Capturing Patient Moments

[04:50] — Legacy EMR Systems and Their Limitations

[06:49] — AI Scribes and Documentation Technology

[08:58] — Patient Payment Experience and Friction Points

[12:32] — AI's Role in Diagnosis

[14:35] — Walmart EMR Concept Discussion

[17:46] — Healthcare Service Customization

[35:33] — Future of Physical Therapy and Unlicensed Care Models

[39:04] — Future of Unlicensed Healthcare Workers

[50:07] — Alternative Career Paths in Healthcare

[54:02] — Parting Shots

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Want to Connect with Dave?

Book a strategy call:

https://clarity.fm/davekittle/expertise/physical-therapy-merger-acquisitions-valuations-healthcare-marketing-sales

Thinking of selling your practice or partnering?

https://www.fieldmakergroup.com

Connect with Dave:

Email: Dave@Conciergepainrelief.com

Instagram: @davekittle https://www.instagram.com/davekittle/

LinkedIn: https://www.linkedin.com/in/davekittle/

or

Call (646)-781-8884

Hosted on Acast. See acast.com/privacy for more information.

Do viral stunts actually help small clinics or just big brands? We break down branding vs direct response and show a simple content cadence any PT owner can ship this week.

Viral stunts don’t book evals trust and clear offers do. In this episode we contrast big-brand awareness plays with local PT direct response: ship B-plus videos consistently (they beat A-minus work that never publishes), aim for a simple cadence (4–5 Shorts/day when you can. Tony's one page passed 9M+ views doing this), and use AI only as a pattern interrupt, never for testimonials. Capture HIPAA-safe, consented “care moments,” script outcomes over exercises, and follow a weekly plan that compounds. Keep patients coming back with the simple mantra: adequate, affable, accessible.

Watch more from PT Pintcast →https://www.youtube.com/@PTPintcast

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EPISODE BREAKDOWN

[00:55] – Astronomer's Viral Marketing Blunder

[01:58] – The Role of Celebrity Endorsements Are they worth it?

[03:21] – Evaluating Marketing ROI

[07:53] – Branding and Sponsorship in Sports

[12:51] – Social Media and AI in Marketing

[17:41] – Applying AI in Home Exercise Videos

[18:47] – The Rapid Evolution of Technology

[20:51] – Innovative Uses of AI in Social Media

[22:41] – Experimenting with AI in Video Creation

[28:47] – Leveraging Social Media for Business Growth

[30:10] – The Value of Imperfect but Consistent Content

[34:28] – The Importance of Content Consistency

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Want to Connect with Dave?

Book a strategy call:

https://clarity.fm/davekittle/expertise/physical-therapy-merger-acquisitions-valuations-healthcare-marketing-sales

Thinking of selling your practice or partnering?

https://www.fieldmakergroup.com

Connect with Dave:

Email: Dave@Conciergepainrelief.com

Instagram: @davekittle https://www.instagram.com/davekittle/

LinkedIn: https://www.linkedin.com/in/davekittle/

or

Call (646)-781-8884

Hosted on Acast. See acast.com/privacy for more information.

Patients cancel over $7.50? That’s a value problem let’s fix it.

We unpack why tiny surcharges expose a value gap, what Medicare actually allows (no add-on fees for covered services), and when giving 25–40% to a platform like Luna can make sense for patient acquisition, RCM, and audit risk. We also debate Venmo/Zelle to pay for a TENS unit vs platform billing, Part B vs Medicare Advantage realities, and a practical hybrid strategy to keep margins and compliance intact. Not legal advice check your contracts and payer rules.

Watch more from PT Pintcast →https://www.youtube.com/@PTPintcast

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EPISODE BREAKDOWN

[00:00] – Payment Methods and Luna's Platform

[00:58] – Discussion on Luna's New Charges

[01:34] – Legalities of Charging Medicare Patients

[02:47] – Possible Explanations for Luna's Charges

[03:14] – Comparisons to Uber's Business Model

[07:43] – The Value of Therapy and Patient Perception

[08:44 ]– Medicare Beneficiaries and Out-of-Pocket Costs

[10:21] – Medicare Advantage Plans and Their Benefits

[12:26] – Luna's Business Strategy and Therapist Benefits

[13:45] – Speculations on Luna's Future Pricing

[14:45] – Comparison with Other Companiess

[16:31] – Luna's Potential Revenue Streams

[17:03] – Therapists Selling Products on Luna

[19:06] – Benefits of Using Luna

[19:28] – Luna's Financial Risk Assumption

[20:14] – Luna's EMR System and Billing

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Want to Connect with Dave?

Book a strategy call:

https://clarity.fm/davekittle/expertise/physical-therapy-merger-acquisitions-valuations-healthcare-marketing-sales

Thinking of selling your practice or partnering?

https://www.fieldmakergroup.com

Connect with Dave:

Email: Dave@Conciergepainrelief.com

Instagram: @davekittle https://www.instagram.com/davekittle/

LinkedIn: https://www.linkedin.com/in/davekittle/

or

Call (646)-781-8884

Hosted on Acast. See acast.com/privacy for more information.

How do PTs turn local businesses into a repeatable, no-ad patient engine?

How can you use AI + video ethically to boost trust and reach?

Dave Kittle and Tony Maritato reveal the Local Business Collab playbook turning treatments into content, reviews, and referrals with zero ad spend. If you’re a PT, clinic owner, or mobile therapist, this is growth your community can feel.

Watch more from PT Pintcast →https://www.youtube.com/@PTPintcast

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EPISODE BREAKDOWN

[01:00] – Brainstorming Marketing Strategies

[01:24] – Identifying Potential Business Collaborations

[02:01] – Collaborating with Local Businesses

[03:40] – The Golden Ticket Strategy 2.0

[06:42] – Effective Cold Outreach Techniques

[08:40] – The Power of Complimentary Offers

[16:27] – Leveraging AI in Marketing

[22:20] – Creating Digital Mascots and Future Ideas

[25:29] – Creating Engaging Physical Therapy Videos

[26:28] – Using AI to Enhance Patient Experience

[27:42] – Creative Ideas for Patient Interaction

[33:31] – Challenges and Solutions in Product Sales

[44:31] – Leveraging Video for Marketing and Training

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Want to Connect with Dave?

Book a strategy call:

https://clarity.fm/davekittle/expertise/physical-therapy-merger-acquisitions-valuations-healthcare-marketing-sales

Thinking of selling your practice or partnering?

https://www.fieldmakergroup.com

Connect with Dave:

Email: Dave@Conciergepainrelief.com

Instagram: @davekittle https://www.instagram.com/davekittle/

LinkedIn: https://www.linkedin.com/in/davekittle/

or

Call (646)-781-8884

Hosted on Acast. See acast.com/privacy for more information.

Stop paying for local attention you can earn.

Dave Kittle and Tony Maritato break down the simple workflow that turned routine PT visits into discoverable content and helped trigger 7.2M views with $0 ad spend. The move: film a short, consented clip, tag the patient (and relevant brands or local businesses), and let the platform do the distribution.

Watch more from PT Pintcast →https://www.youtube.com/@PTPintcast

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EPISODE BREAKDOWN

[01:03] – Exploring New AI Video Capabilities

[01:57] – Practical Applications of AI in Physical Therapy

[05:38] – Social Media Strategies for Therapists

[07:06] – Leveraging Viral Content for Business Growth

[11:25] – Leveraging Local Business Collaborations

[15:03] – Creative Marketing Ideas for Therapists

[18:07] – Building Community Connections

[22:06] – The Future of Physical Therapy Marketing

[24:36] – Assessing the Value of Physical Therapy

[26:31] – Challenges with Home Exercise Programs

[29:45] – The Importance of Accountability in Physical Therapy

[34:54] – Innovative Approaches in Patient Engagement

[37:55] – Leveraging Video and Technology in Therapy

[43:59] – Parting Shots

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Want to Connect with Dave?

Book a strategy call:

https://clarity.fm/davekittle/expertise/physical-therapy-merger-acquisitions-valuations-healthcare-marketing-sales

Thinking of selling your practice or partnering?

https://www.fieldmakergroup.com

Connect with Dave:

Email: Dave@Conciergepainrelief.com

Instagram: @davekittle https://www.instagram.com/davekittle/

LinkedIn: https://www.linkedin.com/in/davekittle/

or

Call (646)-781-8884

Hosted on Acast. See acast.com/privacy for more information.

AI vs. PT: Will Chatbots Replace Trainers? | Cash vs Insurance, PTAs, & the Future of Care

Can AI really replace the human experience in physical therapy and training—or just the parts people find boring?

Dave Kittle, Tony Maritato, and Jimmy McKay square up on AI’s role in healthcare, from patient behavior, Medicare opt-out debates, and why premium clients will still choose people.

Watch more from PT Pintcast →https://www.youtube.com/@PTPintcast

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⏱️ EPISODE BREAKDOWN

[01:21] – Debate: Can AI Replace Personal Trainers?

[02:06] – Quantum Computing and Human Replacement

[03:15] – The Future of In-Person Experience vs. Digital Experience

[04:37] – Future of Virtual Reality and AI

[08:32] – Physical Therapy vs. Personal Training

[13:32] – Ethical Obligations in Physical Therapy

[14:22] – Insurance Model and Its Impact

[15:27] – Westworld and the Future of AI

[17:58] – Self-Checkout and Automation

[25:37] – Legislation and the Future of Physical Therapy

[28:26] – New York State Practice Act Changes

[29:30] – The Role of Physical Therapist Assistants

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Want to Connect with Dave?

Book a strategy call:

https://clarity.fm/davekittle/expertise/physical-therapy-merger-acquisitions-valuations-healthcare-marketing-sales

Thinking of selling your practice or partnering?

https://www.fieldmakergroup.com

Connect with Dave:

Email: Dave@Conciergepainrelief.com

Instagram: @davekittle https://www.instagram.com/davekittle/

LinkedIn: https://www.linkedin.com/in/davekittle/

or

Call (646)-781-8884

Hosted on Acast. See acast.com/privacy for more information.

Is a chatbot going to move the needle in private practice? Or is the future of physical therapy something far more human?

Dave Kittle sits down with Tony Maritato, and Jimmy McKay dive into everything from AI diagnosis accuracy to how Facebook video reposts hit 2.3 million views in 30 days. They discuss the real patient behavior behind urgent care decisions, the future of chatbots on PT websites, and what went down at the APTA Future of Rehab Summit. Whether you're a clinic owner or just AI-curious, this one will shift how you think about healthcare, marketing, and the next evolution of PT.

Watch more from PT Pintcast →https://www.youtube.com/@PTPintcast

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EPISODE BREAKDOWN

[01:04] – Exploring Chat GPT Predictions

[04:55] – AI in Medical Diagnosis

[06:57] – Human vs AI in Healthcare

[09:41] – The Future of AI in Physical Therapy

[13:45] – Leveraging Technology in Healthcare

[27:14] – Challenges in Therapy Practices

[27:45] – Coaching and Mentorship in Therapy

[28:11] – Patient-Centered Care

[29:56] – Insurance-Based vs. Cash-Based Practices

[31:31] – Conference Insights and Feedback

[37:11] – AI and Technology in Therapy

[45:05] – Organic Content and Social Media Strategy

[50:00] – Parting Shots

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Want to Connect with Dave?

Book a strategy call:

https://clarity.fm/davekittle/expertise/physical-therapy-merger-acquisitions-valuations-healthcare-marketing-sales

Thinking of selling your practice or partnering?

https://www.fieldmakergroup.com

Connect with Dave:

Email: Dave@Conciergepainrelief.com

Instagram: @davekittle https://www.instagram.com/davekittle/

LinkedIn: https://www.linkedin.com/in/davekittle/

or

Call (646)-781-8884

Hosted on Acast. See acast.com/privacy for more information.