93. Scaling to 8+ Locations w/ Dr. Becky (Genesis PT)

ZT (00:00)
Yo, yo, yo, what is up everybody back for another episode of the what now podcast today. It's not just me, but there's no Dr. Spencer. ⁓ I am co-hosting ⁓ and we are joined today by none other than Dr. Becky Allen. I'm super excited to have her on. For those that may not know, Dr. Becky is the founder and owner of Genesis PT and wellness, which is a huge physical therapy. I don't even want to say clinic, but organization.

all over the Metroplex here in Texas. I'm super, super pumped to have her on, hear her story, talk about PT and chirocal lab and just all the things scaling. So Dr. Becky, welcome to the show.

Dr. Becky Allen (00:41)
Yay! Thanks so much for inviting me on. I'm really excited to talk about all the things.

ZT (00:46)
Awesome. without really, you know, diving into too much, but give the listeners ⁓ the background. What should they know about Dr. Becker?

Dr. Becky Allen (00:56)
Yeah, yeah. So like you said, I am the founder of Genesis P-Teen Wellness. I launched the one clinic that it started at back in the fall of 2019. Just had one room ⁓ inside a wellness clinic of midwifery, chiropractic, lactation, massage, and then I was the physical therapy, so specifically pelvic floor.

ZT (01:06)
You

Dr. Becky Allen (01:21)
And so since then, Genesis has kind of exploded across, like you said, the DFW Metroplex. Fun fact, we also just opened last fall in Colorado. So we have a clinic in Denver now. ⁓ And we specialize in pelvic health. We treat men, women, children, all across lifespan for all sorts of pelvic floor dysfunction.

ZT (01:34)
See you.

Dr. Becky Allen (01:45)
⁓ A lot of people think that pelvic floor physical therapy is like, you know, the pregnant moms and the moms who leak and I'm like it is and Everyone has a pelvis which means everyone can have pelvic floor dysfunction. And so ⁓ we strive to really elevate the way that pelvic floor therapy is understood both to the patient client, but also other practitioners because so many people think

that's just, you know, doing Kegel exercises, isn't it? And ⁓ in fact, it's quite the opposite of that. And so that's one big goal is we're really out there to kind of change the game of how pelvic floor therapy is understood, how it's utilized, how it's practiced. And we really just want to be a really great resource, both for education and changing people's lives ⁓ in DFW and now Denver, Colorado. So that way they can really get their life back. So many people who struggle with

pelvic floor dysfunction simply don't realize it's something they don't have to deal with. And we love just blowing their minds and explaining that, ⁓ yeah, we totally can fix this and you absolutely can live a life without peeing your pants, without chronic low back and hip pain, without feeling like your organs are falling out. There's so many, sky's the limit for what we can do. And so we're really just out here to change the game of.

ZT (02:53)
Thank you.

Dr. Becky Allen (03:13)
of pelvic health and it's been a wild ride.

ZT (03:17)
That's amazing. That's amazing. And with that, I just, mean, I don't really know much about public floor PT. ⁓ I've visited the Fort Worth location, had a great session with Dr. Megan. ⁓ but when it comes to public floor PT and then just kind of the birth of it, is it something that's newer? Just as like, kind of, is that a dumb question? don't know.

Dr. Becky Allen (03:40)
No dumb questions. Love the birth little pun in there. I don't know if that was intended, but we love it. We'll take it. ⁓ So it's not necessarily new. However, I tell people over the past five to seven years, I feel like pelvic floor PT has like been having a moment, if you will. It's like, I don't know what it was about the pandemic or whatever, but I think just social media use.

ZT (03:45)
Yeah. Oh yeah, it wasn't, but we'll take it.

Dr. Becky Allen (04:09)
ramped up a ton and a lot of us pelvic PTs were on there educating already. And so then more people were seeing our stuff. And so it feels like, you know, it's this new up and coming thing. It's actually not, it's been in the field of physical and occupational therapy for decades. Now, I do want to say it seems like the past few years or so there's kind of this movement happening of like, it's not Kegel exercises.

This is not a passive, like, you know, just come and quote, get worked on. It's a very act. The patient is a very active participant. They're learning a lot. They're implementing a lot of lifestyle changes. They're doing our exercises. We are doing manual therapy and it's just so much more than Kegel exercises. And that's kind of probably what you're feeling is like this movement towards, you know, like it's not what it has been in the past, if that makes sense.

ZT (05:07)
100%. And so with that, obviously you talked about social media and everything. When you were going through PT school, were you like, I'm going to be a pelvic floor PT. Like, what did that process?

Dr. Becky Allen (05:20)
Absolutely

not. Absolutely not. Let me just tell you about PT school. They, whole goal of PT school is to create entry level PTs that can be entry level and safe in any, you know, normal type of PT field. So we can be outpatient, we can be in a hospital and nursing home. And you know, when we get there, we're gonna, we can be safe and we know kind of what to do, but we're gonna have to keep learning as we go. Right. So that's kind of.

the goal of PT school is to produce these like safe entry level PTs. So then you have various niche specialties that you can go into. Not everyone does, you don't have to, but you can. So for me in PT school, we had one lecture that was niche practices and we covered all the niche practices in the one two hour lecture. So I got.

maybe 15 minutes of what pelvic floor physical therapy was, and they kind of made fun of it. They were kind of like, these crazy people go into orifices of the body and adjust things like the coccyx internally. And we're all like gasping in the audience. We're like, my gosh, I would never, that's so crazy. Why would I want to do that? So that was my first taste of pelvic floor PT. And I was literally like, I will never.

ZT (06:43)
Listen.

Dr. Becky Allen (06:43)
And

so fast forward, graduate, get a job, become a mom, become a mom again. And it was my second pregnancy where my midwife at the time was, she's the one that had the wellness center that had kind of the multiple provider types. And she was just on me all pregnant. She's like, I know you're a physical therapist. I need a pelvic floor physical therapist, why don't you just go learn it and come back and be my pelvic floor physical therapist. And I'm just like, no, I'm not gonna do that. Cause I had this taste.

ZT (06:59)
Okay.

Mm-hmm.

Dr. Becky Allen (07:13)
in my

mind. So fast forward, she berates me all pregnancy, not really, but she just doesn't let it go. And fast forward to my postpartum visits with her. I left one of them and came home and checked my email and my alma mater, which was Texas Women's University Dallas, that's where I went to PT school, had sent us an email. They were taking applications for their, ⁓ it's a mouthful, their post professional certificate program in women's health physical therapy. ⁓

which includes pelvic floor. And so I was like, what is this? What is this? So I just kind of like looked more into it and it just kind of something was just nagging at me. And so I just I requested more info and I ended up applying and thinking, well, you know, they only take 10. I'm not going to get in. And then I get in and I'm just like, ⁓ crap, Ola.

And so I have to decide, am I gonna try this or not? And the professor told me, she was like, why don't you just come? Don't you just try it? If you don't like it after we take female anatomy, you can stop. I won't charge you for the whole year. Cause I think she knew I would love it. ⁓ So that's kind of what happened. I just kind of was sucked into it on accident and ended up literally loving it in the program. And then here we are. Yeah.

ZT (08:17)
Right.

That's incredible. And I'm

assuming just if in case physical therapy school is anything like our private school, I'm sure you and your friends after that one niche lecture all walked out and each of you told each other, well, I one thing I'm never going to be is a public floor PT. And so how long, how far along were you as a physical therapist before you took this class?

Dr. Becky Allen (08:39)
Yes, I mean we were giggling we were like who would do this?

Yeah, okay, let me think, I gotta do the math here. ⁓ It would have been almost four years, almost like three and a half years as a real physical therapist until I, know, in my experience in those three years was outpatient orthopedics pretty heavily. And then I did, once I had my first kiddo, I was part-time like at a rehab hospital in a nursing home. So just kind of doing things to get out of the house twice a week, you know?

But yeah, that's what I did.

ZT (09:20)
Okay. And so take the, take the class, take the certification, and then you start Genesis like right after.

Dr. Becky Allen (09:24)
Mm-hmm.

literally started at Dairy. So my midwife, the gal who I started in her wellness center, she was like, Well, once you feel like you, you know, you know enough, why don't we just go ahead and start you and I'm like, Well, am I an employee? Like, how's it gonna work? She's like, No, no, no, you just start your own LLC, I'll tell you how to do it. And then you just pay me rent. And then I'll send you patients and you go out and get other patients. And I'm like, she's saying like, it's so easy or whatever. So I'm just over here like,

ZT (09:30)
Okay.

Dr. Becky Allen (09:58)
is happening. And so I do it. I'm like, okay, like open an LLC, sure. And she starts sending me patients and it just that's kind of that's kind of what happened.

ZT (10:10)
Okay. That's, that's incredible. just nice and easy flow. And, and so with that, so you, you've started patients starting to come in when you were going through that certification, was it when you were being taught kind of that pelvic floor style? I know you make the joke and I'm sure it won't be the last time we hear it on the podcast either. Like, was it, pelvic floor, we're going to do Kegels. When did you start going more of that functional route taking that approach?

Dr. Becky Allen (10:38)
Ooh, I love this question. And I will, you're right. I'll never stop bashing Kegels. So this was an incredible program. It was very holistic. ⁓ And like I said, this was a women's health program. So we did learn pelvic floor, but we also learned like breast cancer rehabilitation and like about heart health for women and about female athletes. And so, you know, was more widespread than just the pelvic floor, but we did spend a lot of time on the pelvic floor.

ZT (10:42)
you

Dr. Becky Allen (11:06)
There were plenty of instances where we were taught to teach pelvic floor contractions, is Kegel exercises. They didn't necessarily say, give your patients a Kegel handout and send them home to do Kegels. They were already kind of, they were trying to teach us to think critically, but the current research was only ever done on Kegels. So they had to kind of go off of what

the research then showed, and the research is still catching up. I mean, you probably know this. It's like research doesn't really show that what we're doing works until 20 years later. So we had to go off of what the old studies show, but what I was finding was with my patients as I'm learning this stuff and as I'm treating my patients, I just was like, there's something.

ZT (11:42)
Yeah.

Dr. Becky Allen (11:54)
Missing like this cannot be like this cannot be it. I would never just in orthopedics have a patient come in and just learn abdominal bracing if they have back pain and never get up and load them and teach mobility and how to move and functional movement patterns and just I was just like why I just couldn't put my finger on it and there was there was a time during my program where we had a guest lecturer came for again a two hour lecture because she taught us about the foot and how that

connects to the pelvis and the hip and the pelvic floor muscles. And that truly, her name's Dr. Laurel Prue, that changed my life because that opened, I was like, this freaking is what's missing. Like, this is the vibe. This is what I'm like, I could just feel that was missing in my treatments. And so that is what really opened the door for me to dive down the rabbit hole of, you know, starting with the foot and the kinetic chain. And then, you know, since then I've just gone rogue.

ZT (12:25)
Yeah, 100%.

Yep.

Dr. Becky Allen (12:52)
and I'm like a crazy person with pelvic floor, but that's kind of how it worked. You do, you do.

ZT (12:57)
Got to be crazy. Got to be crazy.

There's also lot of probably chiropractors listening that heard you say, you know, research doesn't catch up for another 20 years as nervous system based chiropractors. We fully understand that.

Dr. Becky Allen (13:10)
Yes,

I'm like, listen, evidence-based practice has three legs to the stool. It's not just the research. We got to actually use our brains and we got to actually see what's working for our patients.

ZT (13:22)
Yeah.

Yeah. I mean, anecdotal evidences is plenty, right? Right. And so, so now you've gone through, you're looking at the foot, I'm sure you have your ultras on or VVOs or whatever. And now you're in your one room. How do you go from your one room to where Genesis is now?

Dr. Becky Allen (13:26)
⁓ plenty.

Yes. That was, I blinked and it happened. No, I'm just kidding. So, but kind of it feels that way. So I started out, I always say it whenever I started this, I said it was going to be my part-time mom job. I was going to do this. And as long as I had enough patients that basically covered my rent and expenses and I didn't lose money, that's all I needed because I just, for my mental health as a mom, I was like, I just got to get out of the house a few days a week. Okay.

ZT (13:49)
Yeah.

Dr. Becky Allen (14:10)
And so that's kind of my mentality when it started, but then when those three days that I was in clinic were busting at the seams, I ended up adding a Saturday and then that got full and I ended up adding another day. So now I'm treating, you know, five full days a week, including a weekend full. And this is all in a matter of about four months, by the way of launching. And so I'm like, I came to this realization of holy moly, like people need this and people are

flocking to Genesis because now I figured out that I'm taking a different approach than what these other places are doing. Maybe they've been to these other places and only got, you know, 50, 60, 70 % better or got worse or something. I'm like, people need this. So I can either keep growing my wait list or referring people back out to the other places that are not, not good, right? Or I can try this whole hiring thing and just see what happens.

ZT (15:03)
Yep.

Dr. Becky Allen (15:09)
And so I did that and ⁓ surprise surprise that was Dr. Corey. And so she, didn't have a room at the wellness center I was currently in with the midwife suite. So I found another midwife who had a room that was about 20 minutes into East Dallas. And I put Corey there and I mean, you've met Corey, she's...

I was lucky. Like it was just divine intervention to be honest of like her in my paths crossing at this time because she was a new grad, new to pelvic floor and came in during like literally summer of 2020 and was just like, yeah, I'll build a clinic and did. And that was, I just cannot even believe it. So that's how like the scaling began. And then her and I really, she got full. We realized

ZT (15:47)
Perfect.

Dr. Becky Allen (16:01)
we still, we have the same decision to make. Do we keep growing? Do we hire again? So that's when she ended up moving to Fort Worth and opening the big Fort, the Fort Worth clinic that you've been to. We hired two people there. She worked her booty off to get them full. And so it just kind of in the beginning, I would say in the first two years was we were trying to stay caught up to the demand. And from there, about two, two and a half years in, we had established really ourselves across the Metroplex of like,

we are the ones for pelvic floor therapy. So then our strategy kind of shifted of like, okay, instead of having to react to growth and grow because we're busting at the seams, how can we actually strategize this and grow because we want to reach more people? We want to actually open in more locations to serve those populations, right? And so it kind of shifted there, but that's how it started. Yeah.

ZT (16:56)
That's incredible. And

so you and Corey are trucking along, obviously getting clinics full. Maybe for those listening that, I mean, most people listening are probably a cash based office, which I know Genesis as well. What were some of the strategies on top of obviously the connection with the midwife that you all use and continue to use to scale and grow the clinics?

Dr. Becky Allen (17:22)
It is so important and I learned this in hindsight. It's so important to know what your brand stands for and know the value you're providing to your clients and your patients. Right. And so our thing from the beginning has always been, you know, and we've been able to refine this message over time, but it's always been the same of you're at Genesis now, like

ZT (17:22)
and it's a good question.

Dr. Becky Allen (17:47)
whether you've tried other clinics before, whether you haven't, whether you've tried home programs or whatever, you've tried Kegels, because everyone tells you to do that. None of that matters because you're at Genesis now and we actually know how to help you. And so, and I believed that literally from day one, because honestly, I'm the type of person, if I don't know what the heck is happening in the initial evaluation, I'm going to figure it out. I'm going to go, they're going to leave my clinic and I'm going to research, I'm going to figure, I'm going to ask people, you know, I'm going to figure it out.

So I believed in myself enough to know that I care enough about providing this exceptional service and I'm gonna figure out how to do that no matter what. And so I was confident enough to take that bold stance of when no one else can help you, this like we can. So just come here, we can help you.

And we do it differently, right? And so just knowing what value you provide and kind of the promised outcome that you can give, which is kind of hard in healthcare and wellness, because it's like, you know, you can't necessarily say, I'm going to get you out of back pain in three visits or whatever. You can't always promise that. But what we can promise is that we're going to partner with you and you're going to get the best care you've ever gotten. And you're, going to see improvement basically. And so knowing kind of that promise to your ideal client and then knowing

your different like your differentiators, like what are the two or three things that sets you apart from the quote unquote others? And that is what you just talk about to everyone. You're like, this is what we do for people and this is why we're different. And you know, you're not putting the others down, you're elevating yourself. And it's that it's that just unapologetic alignment to who your brand is, and just never backing down with it, honestly.

ZT (19:37)
That's awesome. And I think people listening might say, well, where did this confidence come from? Was it like after your first pelvic floor patient or client, ⁓ were you like, all right, this works, we're good to go? Or did that take some time to build as you're still working in that one suite?

Dr. Becky Allen (19:56)
Yeah, that's a great question. I would say, this is kind of a woo woo answer. I would say the confidence came from honestly my life experiences even before Genesis. I've always kind of just been someone to take on a challenge and think I can do that. I can probably figure that out, you know? And so I kind of grew up doing hard things in general.

So I think that's the true answer is that it's kind of in my innate nature and ability to take on a hard thing and just figure it out along the way. Then if we put that with like my treatment approach, my method or whatever, ⁓ I mean, I still refine it to this day, right? And so I think it's just this belief that you are doing right by your patients, you know.

if you're applying what you know in the moment, you're never going to know everything. And as long as you are, as long as you're open to just always learning and always being able to say, you know, I don't know everything right now, but I know this stuff and I know that I care about you, my patient. And I know that I'm willing to find more answers as we go through your journey. And so I think that it's, it's always kind of a journey with patient care is like trial and error, like what's working, what's not. And then you hear from patients that are just like,

my gosh, this is so much different than any other, even if it wasn't pelvic floor, just any other PT in general I've ever been to, like no one's ever asked me these detailed questions. Like no one cares this much. And I'm like, so you just, hear those things from patients, it kind of fuels your fire. And then you're already someone who is like, I'm going to figure this out. I'm going to do it. I can do it. And so the two together, it's like adding gasoline to my fire already.

ZT (21:46)
Yeah.

Yeah. Just a huge tenacity. And so kind of that, that next higher level. So it's great that you have it and then obviously be able to scale. are you, mean, Corey, like you mentioned, she came in right out of school. How do you start to train and kind of educate and inspire the newer of LRPTs?

Dr. Becky Allen (21:49)
Yeah, that's a great word.

This is such a great question too. I love this topic. So what I've learned over the years, you know, we've been a thing, we've been a business for about five and a half years now. And what I've learned more recently is that Corey and I are opposites. We, I am very much a visionary. I see the future. I see, you know, kind of like I was saying, is I see this thing and I'm like, yeah, we can do that. Yeah. Let's figure it out along the way.

She is more the how person. she's like, yeah, I hear what you're saying, but let's like make a process and a system that will get us there that we can then repeat time and time again. So again, divine intervention putting her in my life because I realized that probably, know, cause even in the first few years of Genesis, she wasn't, you know, she was a staff therapist. She wasn't necessarily on leadership. I didn't even have a leadership at that time.

ZT (23:01)
Thank

Dr. Becky Allen (23:02)
She wasn't on track to become a partner. She is a partner now. So at the time, I was operating very much in both seats of, it was you have to in the beginning, right? I was in my visionary role, which is where I thrive. And then I also was having to struggle through this SOP world and trying to train people and whatever, whatever. And so I think what happened was,

ZT (23:22)
Do list. Yeah.

Dr. Becky Allen (23:29)
She and I realized she has that skill set and I don't and I have the skill set to see the big vision and the future and you know, like light a fire under our team and like get us all rowing in the same direction and things and she's like, I'm gonna take that vision and I'm gonna show everyone how to do it. And so the answer is I didn't do it by myself, right? Like I found someone who believed in my vision enough to figure out how to

how to get us there, you because when you have such a big dream to change the game of pelvic health care, like that's a big undertaking. And she's like, I'm in, I'm in, let's figure it out. So it's, the answer is I didn't do it alone. Yeah. ⁓

ZT (24:06)
Yeah, it's a big underpicture.

Yeah.

And so she, she would be the better person to ask of how, how that training and what that manual and all that looks like. Yeah.

Dr. Becky Allen (24:20)
⁓ yes. Don't ask

me about a manual. Don't ask me about a process. I'm just, I'm kind of kidding, but, ⁓ yeah, she, she is like your go-to operations girly. She's like, you know, I'm looking outward and where are we going? And she's looking inward to the company and running the company and she's

ZT (24:38)
She's your

integrator. Yeah. Yeah. I'm like halfway through. Yeah. Yeah.

Dr. Becky Allen (24:41)
She is my integrator. Yeah, have you read Traction?

Incredible. She's the integrator.

I'm the visionary. Absolutely. Yeah, we operate on EOS. Side note. So.

ZT (24:50)
Awesome.

Okay. Okay. Tons of questions there. So you guys have now scaled, you've grown. ⁓ One interesting question. So they're all mainly satellite locations. So is Cori going around from location to location each week training or does someone come into Fort Worth or to like your main Dallas location and then branching out?

Dr. Becky Allen (24:55)
Yeah.

Right, right, awesome question. So there's two like main hubs, there's Fort Worth and there's Dallas. Those are our two like what I would say flagship clinics. And then the rest are kind of more satellite in nature. They might be one room, maybe two. We do have a Willow Park location that's new, that has capacity to grow into a large one, but it's new. So it still pretty much feels like a satellite one. ⁓ So in order to do all that, no, Corey does not go around

through all the clinics, her and her integrator seat, if you will, she is kind of in charge of the rest of the leadership team. We have two directors of therapy in DFW. Dr. Kayla manages kind of like what I would say is like the Dallas side and Meg, Dr. Meg manages kind of the Fort Worth side. So Corey kind of looks at Kayla and Meg and kind of pushes through the processes.

ZT (26:03)
Mm-hmm.

Dr. Becky Allen (26:11)
that they then go implement. They're meeting with the staff clinicians and therapists. They're training them on treatment skills, on, you know, just whatever it is to keep the clinics running. ⁓ So it's very much like, you know, if there's me, the visionary, there's Corey, the integrator, Corey looks at my vision and whatever it is I'm funneling down, she uses the leadership team and our directors to then go forth to the clinic and change the world.

ZT (26:37)
Okay. That's great. And then if I were a patient of Genesis, obviously very different clinicians, is it the same? if I go to Fort Worth versus you Willow Park or to an Addison location, for those that aren't familiar with DFW, these are just different locations all over. If I were to go to any of those, would it be the same experience in form in the sense of same intake, same question, same...

or do you allow that flare from each doctor, if that makes sense?

Dr. Becky Allen (27:10)
Yeah, that's an awesome question. So overall, it's the same the Genesis way as the Genesis way the Genesis client experiences the Genesis client experience. The Genesis method of treatment is the same but our treatment method allows for the treating therapist to use their various skill sets for their various patients and that's like so vague sounding but the essentially the

Big picture client experience is identical clinic to clinic. Same intake, know, Fort Worth side has the same admin for those few clinics. Dallas side has an admin for those few clinics. ⁓ Same process and everything, same cancel, same fees, same cancellation policies. You know, all of that kind of big picture ops stuff is identical clinic to clinic. Now a therapist might have various trainings. Like some of my PT's are trained in

Pessary fitting, which if you don't know what that is, it's basically an assistive device that can be inserted to help with organ support. But not everyone is. And then some of mine are trained in men's pelvic health, not everyone is. Some are trained in pediatrics, not everyone is. So we all kind of have our flair of our own treatment, but our admins know if this patient is calling in, they're like, I have prolapse and I am a weightlifter. I have to get back to weightlifting. This is like my love.

ZT (28:36)
Mm-hmm.

Dr. Becky Allen (28:36)
she is gonna know which therapist loves to treat prolapse and weight lifters, and she's gonna put them with that therapist.

ZT (28:43)
Nice. Nice. And so you said there's one admin. So there's just one person taking phone calls. Cause that was something I found really interesting going to the Fort Worth location. And I'm assuming it's at most locations where there's like a door code. There's no one at the front desk. There's no front desk. You walk in, your PT is ready for you. ⁓ has that, is that how it's always been? Have you ever had someone at the front desk? Why did you go? Yeah.

Dr. Becky Allen (29:06)
Yeah, we kind of dabbled with it once a few years ago. We trialed it in our Dallas clinic. That's usually where we trial things because that's like our oldest, most steady kind of clinic. And it just like didn't really change anything. In fact, she kind of felt slowed down having to come into the office and stuff. And, you know, it's a huge savings financially to not have to pay someone to sit at the desk at every single clinic all day long. ⁓

And so it's kind of how it's pretty much always been. We've, we've varied a little bit, tried different things. but I would say for the most part, yeah, we just have their virtual, I mean, they're local to DFW because we also do a lot of team things and get togethers and stuff like that. But, they work from home and they manage or they are the admin for a few clinics. Yeah.

ZT (29:57)
Yeah.

So it's not a VA from the Philippines kind of handling.

Dr. Becky Allen (30:01)
no no. No,

one of them's my mom, actually. Yeah.

ZT (30:05)
nice,

nice. And so obviously with the scaling and continuing to grow, what does that future vision for Genesis look like? You've talked about that big vision, right? Changing pelvic health. But as you continue to expand even outside of DFW, obviously in Colorado, ⁓ what is the goal over the next, I mean, to go traction 10, three and one year vision?

Dr. Becky Allen (30:18)
Mm-hmm. Yeah.

Absolutely. So we, big vision, we want to be known as the ones who are leading the field of pelvic health. And so in order to do that, there's a couple of routes. We're open to having multiple clinics across the nation, the world, whatever. But also what I'm kind of loving the idea of is

Instead of necessarily opening all these brick and mortars and having to manage like all of these teams and directors and all this stuff, I almost love the idea of kind of, and I don't even know what the legal terminology is, like certifying our method both for treatment, but also how we run clinics and manage and lead our teams because that's a whole thing too. We're different in that aspect as well.

And so I almost love the idea of making like, you know, you can be certified or whatever in the Genesis way and you can, you know, run your clinic that way, but it's not necessarily, you don't have to, I don't have to be opening a brick and mortar there. And it doesn't have to called a Genesis PT in wellness. It's yeah, like it can be, I would hope it holds enough clout if they say we're trained in the Genesis way.

ZT (31:37)
Hmm.

interesting.

Yeah, sound on the board is not Genesis, but...

Okay. So almost creating, ⁓ there's a pediatric chiropractor, Tony Ebel. He's created like the pediatric experience where it's all this training. ⁓ and I'm not familiar. I'm not a pediatric chiropractor. So someone's listening on butchering this. apologize, but they have, so they're called like PX and then they have the PX directory. So people that find him that aren't chiropractors and they're like, want to, and so he has them train them. They're certified. They get placed under the directory. That sounds similar to.

So we're gonna do that call.

Dr. Becky Allen (32:27)
Yeah. And it's, you know,

and it's like, want clinicians and patients and referring like provider sources to see like, ⁓ this pelvic floor clinic there, they're mentioning that they're trained in the Genesis way. I'm just calling it that, you know, but it's like that, that to me means I'm going to send people there because that's elite. That's the best of the best. Like they are solid and trustworthy. ⁓ and I think we'll be able to reach more.

patience that way rather than trying to open a million brick and mortars across the nation. Again, I'm not opposed to more brick and mortars, but I think that's slower, you know?

ZT (33:06)
For sure. And it could almost, I don't think of certain franchises in the chiropractic space, but it can almost start to water down where you're just chasing a thousand clinics. And now it's like, we're just doing it for the number. Cool.

Dr. Becky Allen (33:16)
Exactly.

Exactly.

And it's like, where's the quality control there? You know, are they really going to understand the culture at that size? Maybe I could, if anyone could do it, I could do it, but it just sounds like a lot of work. And I'm like, what if we just make a method or a certification that they can just be a member of and, you know, have all this value given to them while they're a member, you know, every month, every quarter, every year, whatever it is.

ZT (33:44)
That's incredible. And I'm assuming you wouldn't have that ability to really see that future forward vision if you were still the one creating the SOPs and all of that. And so when did you, did you notice almost like time and time again, like when you, is there a time when Dr. Becky tries to go into the SOPs and tries to go into that and then things start to slow down or get messed up?

Dr. Becky Allen (33:53)
Heck to the no.

Yes,

yes, it happens too much too much. Okay. Um, yeah, because I'm a helper. I want to be helpful. And I, I kind of grapple with this, like the story I tell myself is if I'm not in the thick of it, then I'm this mean boss that's out here, you know, frolicking in the clouds and having so much fun and doing podcasts and stuff like this, while everyone's having to work. Oh my gosh. And so I like feel bad.

and then I end up coming back in. The reality is they like that work. So I'm picturing it as like this awful, ugh, they're stuck in the SOPs and I gotta help them. Cory's like, we like the SOPs, Becky. Like we, this is what lights us up. We like creating order out of the chaos that is your brain. And so absolutely, I boomerang back and forth.

I literally had, so we just got back from the EOS conference actually, ⁓ last week, I think, and my brain was exploding because we had never been to the conference and I was just hearing story after story from these visionaries who do the same dang thing. We just met all, we put our hand back in the weeds and we're like, I can just move this chess piece or whatever. And it like cracks everything. And so Corey's like, get.

Like let me do it and so yeah the answer is yes. I absolutely do

ZT (35:39)
That's awesome. Was it difficult? You mentioned earlier that you were seeing patients Monday through Saturday. When did you start stepping back and scaling away? And what was that like mentally just from founder to founder?

Dr. Becky Allen (35:56)
Yeah. I did it about, about two to three years in somewhere in that window. And it was because I had hired my first business coach and never had a coach up until then. And I finally was like, I need to like, maybe hire a coat, you know, like, what are we going to do next? Cause where I had gone to a retreat actually for, ⁓

female CEOs and I just like went to this thing. This was the first thing like that I've ever been to and like so many light bulb moments. And I actually met my then future business coach at the retreat and hired her there and everything. And so she was the one who she had, she's a mental health provider, but had done something similar with multiple clinics, large teams stepped away from the day to day became more of this thought leader in the space. And so she was kind of like,

see that for you. And if you want that, let me help you get there. So that was my first experience with the business coach, but it was centered around helping me get out of the weeds and make a bigger impact. And that's actually where ⁓ I have a course that's for clinicians that teaches them part of my treatment method. And so that's what she helped me build in the first place. And then scale some other things from there. But in order to do all that, she was like, girl, you've got to get out of the treatment.

all week long. And it was hard. was, you know, revenue dipped because I cut my treatment in, I think, half. And I am not a finance girly. So I just didn't even think about that. I was like, sure, I'll stop treating half the time. So we had to like rebound from that. And there's just a lot of figuring it out. But it was hard because I felt bad. I was like, but I'm, need to help more people, you know, and I couldn't quite grasp that

I'm gonna help more people scaling into this visionary seat than just trying to treat all the people myself. I just couldn't see it yet, you know? So thankfully I had a coach that was like, do it, get out, you know? And I listened to her and I'm so glad I did.

ZT (38:02)
That's awesome. And so that eventually went away and now you're thousands of people on a daily, which is incredible. Cool. And then when did you start implementing EOS? I'm assuming you were on day one EOS traction that out.

Dr. Becky Allen (38:07)
Yes, yeah.

No.

it was okay. Let me think. What is this April? It was probably a year, almost a year, a little over a year ago now, somewhere in like 10 to 14 months ago. Um, and it was a Corey thing. So she had read traction and brought it to me and was like, this makes all the sense in the world. This is why we're scrambling like chickens with our heads cut off, trying to run this thing together, like, which we were, but she's like, I, and at the time,

She was already, we were already in the process of her becoming like a partner, equity owner and all that stuff. So like, already knew she was already COO. So like, we already kind of had the positions and titles, quote unquote, in place. And then I had to kind of just trust her and be like, let's try it. You know, like I sure as heck don't want to implement this. That sounds like my nightmare. But if you love it and want to try it, I was kind of like in my head, I was like, if

like won't work, but we'll try it. And sure enough, here we are almost a year in or about a year in and the ship has, it was a hard year, but the ship I feel like has actually turned around and we are like, we're headed out of like the heart of that transition period.

ZT (39:33)
What has, if you don't mind me asking, what has been some of the harder things in implementing it other than it's a whole new SOP, it's a whole new this and that? Yeah.

Dr. Becky Allen (39:40)
Yeah,

yeah, I think big picture. have had to change the way I operate and I've had to honestly respect the systems that Corey's built out and not go around them, you know, because like as the founder and the owner, like I could technically do what I want, but I really had to just such a cliche trust the process and just try it and be open minded. ⁓

And it's just hard because I don't, my brain doesn't work that way. I just want to go frolic around and do things off a whim and be like, sure, let's try that. Let's do that. Let's do that. And so it's just, I've had to do a, like a complete 180 in how I operate within my business, which thankfully I am much more now into my true visionary seat.

ZT (40:33)
Okay.

Dr. Becky Allen (40:33)
But

in the thick of it, in the middle of it, I did need to come down as we got like our marketing seat on board and our finance seat on board. And like, I had to really help with lot of that. So it just, it challenged me in places that were not my skillset, honestly. And it was hard and new and just had to, I had to learn how to do something completely different than I've ever done it. So it's just hard.

ZT (40:57)
Yeah, totally makes tons of sense. that, mean, a lot of people listening, including myself, one thing that has kind of been my halt, if you will, from utilizing EOS, what's taught in traction is there's this thing in the back of my head. like, we're a three person team. Like it's me, a tech CA, and an office manager. Like I'm the visionary and right now I'm still the integrator in the finance and the marketing. And so.

I mean, I'm sure it's possible, but if you were to think back when you first started five and a half years ago, what would EOS have looked like then, and do you think that would have propelled you even further to where you are today?

Dr. Becky Allen (41:40)
I think it for sure would have saved me a lot of time, confusion, sleepless nights, losses financially if I had known about it in the beginning. if I had, even being a visionary, if I had been able to see it and say to myself, this is where we're going as I grow and I hire, I'm gonna hire for these seats.

specifically because I'm gonna build myself on this ⁓ system, right? And if I would have been on EOS Pure, they call it like truly running on all EOS, like I probably, I mean, I just, I just gotta say, we probably would have scaled faster, honestly, from the earlier days. Like at this point, we're, I still feel like we're, I mean, we've turned the ship around, but now it's like, okay, what does it feel like to have our feet on the ground steady again? Okay, okay.

⁓ It's like we haven't been in the and now we go yet because we're still kind of recalibrating from Diving all into us. So I think had we grown with it. It would have saved me So much just hard stuff, but you know, you can't change the past so

ZT (42:54)
And for someone listening that might not fully understand, are you able to give like a two minute, this is what EOS is?

Dr. Becky Allen (43:02)
Sure, yeah. So it stands for entrepreneurial operating system. And it's essentially an operating system that you can run ⁓ your business and your team on. it kind of, you know, it stems from, I think it's six main parts of a business. I don't know off the top of my head, but it's, you know, it's like the people, it's like the roles, it's like the data, it's the marketing and say, you know, it's like these six main things. And it gives you,

⁓ strategy, gives you direction on processes to build for each of the six main parts. It gives you like meeting rhythms and what you're supposed to cover in the meetings. And what the, favorite thing about this operating system is they're very, very, ⁓ forthcoming on like the why behind it and the why being this is what's going to serve.

the clients and your team the best when everyone's on the same page. And it's very much like people first operation. It's very much like learning about your team and their employees and what is their unique gifting? ⁓ What are they good at? What are they not good at? Do we have roles that we need someone in the company and this person has that skill? Can we move them over to that role? So it's very much like people.

ZT (44:26)
Hmm.

Dr. Becky Allen (44:30)
first team first and if we take care of our team and if we are all on the same page internally, that's what makes our product or service a thousand times better because we're all like, you know, rowing in the same direction, operating together, chasing the same big dream for the same reason. So.

ZT (44:50)
Really cool. And then kind of to wrap up, know one thing we both wanted to touch on ⁓ was that collaboration, especially from a chiropractic PT. ⁓ I know I'm originally from the Northeast and so there's really no chiropractors in the Northeast. So it's always physical therapy, at least in like my little bubble of Connecticut. ⁓ But with that, how have you been able to collaborate not just with chiropractors, but so many different professions and ⁓

specialists and how has that been powerful for both genesis but then also your patients.

Dr. Becky Allen (45:27)
Yeah, a big part of helping people get better is looking at the big picture, the holistic picture, right? And I feel like holistic care is such a buzzword right now. It's like, yeah, like we're holistic. And I'm like, are you? And so one, like that's a big piece of it. It's like, what is nervous system, emotional, ⁓ mental health, gut health,

ZT (45:41)
Yeah. Yeah.

Dr. Becky Allen (45:56)
physical health, you know, what's happening and all of those areas of this one person in front of me is life. And then it's, you know, putting your ego aside and knowing that I can't do everything, you know, and I'm not good at everything. Like, I don't need to be the one that's trying to do like manipulations all the time on all these people. When I have these four amazing chiropractors that I'm like, if you would just go see this person.

you're gonna feel a lot better. ⁓ Same with like, you know, do I know nutrition-y stuff that will impact pelvic floor and gut? Sure. Can I actually give them the best quality care of that? I'm gonna say no. So I think it's putting my ego aside and just understanding that this patient, if we can treat their true holistic picture, and I'm gonna do what I'm.

freaking good at and I'm gonna find, I actively go out and find the collaborating providers that are so good at what they do and I'm gonna build that network and that way I know and I trust that this patient is getting the best quality care from all of these providers. And you know, a lot of times people think, well, they're not gonna go to three other people. I'm gonna send them to chiropractic and mental health and now they're trying to do pelvic floor, like they're not gonna do it all.

And like, who are you to say, first of all, because we don't know them or their life or whatever, but even if they can't do it right then, it's still, in my opinion, our duty to tell them what we believe therapeutically is going to get them better the fastest, right? And they can have autonomy, they can choose where they go or don't go, but it's my duty to say, listen, you're pregnant, I'm seeing you for birth prep, you consistently have...

this pubic symphysis pain, like chiropractor so-and-so is incredible at treating this, like you need to go there, you know? And so it's just, it's so like important to just know what providers are just freaking good at like their thing. And then having your patient's best interests in mind and giving your professional opinion, right? And your professional recommendation and they can, they can have autonomy and choose, but

ZT (48:08)
Yeah.

Dr. Becky Allen (48:19)
That's that's just been a game changer. It started with my chiropractor that I had in my own pregnancy, my second one. ⁓ and I had never been to a chiropractor and my midwife sent me, she's like, you have to go because all of my patients that see this is Dr. Brie at Upright Chiropractic in Dallas. She's like, all of my patients that see her, ⁓ have incredible births. And so was like, I want an incredible birth. So I went right. And that was like,

I didn't even realize I was having SI pain until I like no longer had SI pain. And I was like, huh, I'm like, wow. So I had a personally great experience. And then once I started Genesis and me and Dr. were kind of treating all of my pregnant patients like simultaneously, their births were like incredible, like fast labor, babies falling out of them. Like they felt so good after. And I'm like,

ZT (48:50)
Yeah. ⁓

Dr. Becky Allen (49:15)
So that was kind of my first taste of like the power of really putting our heads together and our skill sets together and just knowing like, I can't do it all and I shouldn't want to do it all, right?

ZT (49:25)
Yeah.

Yeah. Don't want to be playing God. Right. Yeah. Yeah. Cool. And then just to wrap up, I know you mentioned, I have two quick questions. One's kind of just a joke. ⁓ but are you going to be doing high rocks in Dallas? know you did. I saw, I saw Houston.

Dr. Becky Allen (49:28)
Go!

No, don't put

me on the record. Probably. I was a little bit traumatized from it, yet I also loved it. my trainer slash coach in general, I've been working with him for four years now. He wants us to do, we did the team one, the team relay. And so he's like, let's do it again. So yes, probably.

ZT (50:06)
What parts of the relay did you do?

Dr. Becky Allen (50:08)
I did the sled push and the farmer's carry. Yeah.

ZT (50:11)
Okay. How

was, how was the sled push for the relay? it, was it the quote men's weights or like what?

Dr. Becky Allen (50:18)
No,

luckily for relay you do like, we had, it was me and my husband and then my coach and his wife, right? So two guys, two two girls. Luckily in the relay you pick your like station and you do that station. You can't swap out in the middle of it. And so like, you know, I'm running over to the sled push and they obviously see I'm a female and they put me to the female sled. ⁓ whereas I know if you're like a duo.

and it's like a guy-girl duo, you have to do the guys. And so I'm like, oh my gosh. So no, I did the female weights, which was, I think like 250 sled push and two 35 pound kettlebells for farmers carry. Yeah. It is fun. Yeah. Thought my legs were gonna explode, but I was like in the middle of, I'm like, do I have rhabdo? As I'm like pushing this sled across the floor, I'm like, is this okay? But I made it. I didn't have rhabdo, so.

ZT (50:58)
That's a really fun event. And then second, more important.

you ⁓

Sometimes it's necessary. You gotta push your limits. You gotta push, see what you're made of. And then secondly, I mean, if we were to wrap up any just lasting impressions you wanna leave and then before you finish that, letting our listeners know where they can find you and connect with you if possible.

Dr. Becky Allen (51:15)
Exactly.

Yeah, I would love to. I would say if you could take away a couple things. Big picture is if you have a big dream, go for it. And you're never going to be ready. So just do it and figure it out along the way. And as you go, collect your people that are excited about what you're doing and believe in what you're doing and let them help you because we can't do it all. And one of my

hashtags I use all the time. It's one of our company values is better together. And we are we're better together. And so, you know, just go for it, go for your big dream, you have it for a reason. And find the people who want to be a part of that and help you get there and want to get there together. That has changed everything for me is building a team that just believes in what we're doing. ⁓ And find out what you're made of. Like you said, on sled push, you got to push your limits.

Go find out what you can do, because you just might surprise yourself. I know I did. ⁓ And then yeah, where you can find me, I have my professional Instagram is Dr. Becky Pelvic PT. And so I post a lot of education on there. post a lot of, know, whether it's clinical, whether it's business, ⁓ and then some just some behind the scenes of my life is on there as well. And then the company Instagram is just Genesis PT Wellness. And so that's, you know, more patient facing education.

things like that. ⁓ And then of course, like our website, genesisptwellness.com has a lot of good stuff. ⁓ And you can always get my email from there or message me on Instagram. I love, love when people DM me. It's me. I don't have an assistant in there. It's always me. So would love to just chat if you have any questions or anything.

ZT (53:18)
Awesome. Well, thanks so much, Dr. Becky.

Dr. Becky Allen (53:20)
Yeah, thanks for having me on.

ZT (53:22)
Alright, peace.