Ep. 005: Buying a Physio-Therapy Clinic w/ Dr. Chris Reil | Rhymes with Odd Podcast
- Ryan Snaadt
- 1 day ago
- 4 min read
Building a Business in the Face of Adversity: Lessons from Dr. Chris Reil and Ryan Snaadt
In the world of entrepreneurship, timing is often cited as a key ingredient for success. But what happens when your timing coincides with a once-in-a-century global shutdown? On the latest episode of the Rhymes with Odd Podcast, host Ryan Snaadt sits down with Dr. Chris Reil, owner of Elite Health and Performance in Bondurant, Iowa, to discuss the grit, strategy, and "middle finger" motivation required to buy a business and scale it in the Des Moines metro during a pandemic.
For Des Moines business owners and marketers, Dr. Reil’s journey offers a masterclass in niche positioning, financial due diligence, and the importance of authentic branding.
Transitioning from Practitioner to CEO: The Leap into Ownership
Dr. Chris Reil didn’t take the traditional path of a slow, decades-long climb to ownership. After starting his chiropractic career in early 2019, he quickly realized that the "volume-based" model of many clinics didn’t align with his vision for patient care.
In January 2020—just weeks before the world changed—he officially took over Elite Health and Performance. Ryan Snaadt points out a common stereotype in the healthcare industry: the idea that having a medical degree makes running a business easy. As Dr. Reil explains, the reality is a "completely different skill set."
"They don’t teach you [business] at school," Dr. Reil notes. "It’s kind of hand you your diploma and say, 'Alright, here you go.' You’ve got to ask questions, talk to friends, and learn through trial by fire."
The Reality of Small Business Operations
When you own a clinic in a tight-knit community like Bondurant or Greater Des Moines, you aren't just the doctor; you're the janitor, the marketer, and the accountant. Dr. Reil emphasizes that longevity in business requires the ability to disconnect, yet the early days demand a 24/7 commitment to everything from wiping down counters to chasing insurance claims.
Navigating the Acquisition: How to Buy a Business in Iowa
For local entrepreneurs looking to acquire an existing brand, the podcast dives deep into the "unsexy" side of acquisitions. Buying a business isn't as simple as a handshake; it involves:
Financial Due Diligence: Presenting a business report to banks that proves the venture's viability.
Asset Evaluation: Understanding what you are actually buying—in this case, branding, a 1,000+ person client list, and physical equipment like adjustment tables and gym gear.
Startup Costs: Dr. Reil estimates that by purchasing an existing clinic, he saved $10,000 to $20,000 in immediate overhead costs like furniture, computers, and medical equipment.
Ryan Snaadt highlights a crucial point for marketers: the most valuable asset in the sale was the client list. In the Des Moines market, trust is currency. Having a pre-existing list of names to market to allow Dr. Reil to maintain a baseline of revenue while he implemented his own unique style of care.
Marketing a "Hybrid" Model in a Crowded Des Moines Market
One of the most insightful parts of the conversation revolves around niche positioning. The chiropractic market in Iowa is saturated, but Dr. Reil found a "Blue Ocean" by combining three distinct disciplines:
Chiropractic Adjustments: Traditional joint mobilization.
Physiotherapy: Muscle scraping, cupping, and soft tissue work.
Sports Performance: Utilizing a full 1,000-square-foot gym to teach functional movement.
By spending 30 to 60 minutes with patients—versus the industry standard of five minutes—Elite Health and Performance differentiated itself from the "pop and crack" shops.
Why Video Content is Essential for Local SEO and Trust
Dr. Reil and Ryan Snaadt first connected when the doctor realized he needed to show people how his clinic was different. In a world where people are hesitant to visit doctors, video content acts as a "digital handshake." For Des Moines marketers, the lesson is clear: if your business model is unique, you cannot rely on text alone. You need to demonstrate your process through high-quality video to build comfort before the patient even walks through the door.
Thriving During the Pandemic: The "Essential" Mindset
When the 2020 lockdowns hit, Dr. Reil faced a choice. While many were "twiddling their thumbs," he leaned into the community. Because chiropractors were deemed essential, he stayed open from 7:00 AM to 7:00 PM every day.
He observed a shift in consumer behavior in Iowa: people with back pain didn't want to go to the ER or a hospital for fear of COVID-19 exposure. By positioning his clinic as a safe, local alternative for musculoskeletal issues, he began to "gain ground" while others were retreating.
The Power of "Fueling the Doubters"
Every Des Moines business owner knows that local competition can be stiff. Dr. Reil shares a candid story about a landlord who doubted his ability to succeed during the economic downturn.
"I'm going to give you a big 'FU' and I'm going to succeed," Reil recalls thinking. This competitive mindset, rooted in his background as a college wrestler at UNI, is what kept the doors open. He used that doubt as fuel to stay on social media, keep advertising, and ensure his logo was seen everywhere in Bondurant.
Key Takeaways for Des Moines Business Owners
If you are looking to grow your brand in the Iowa market, take a page out of the Ryan Snaadt and Dr. Chris Reil playbook:
Know Your Numbers: Understand your "break-even" point. Dr. Reil knew exactly how many people he needed to see daily to cover rent and utilities.
Build a Community, Not a Transaction: Dr. Reil views his patients as friends, learning about their vacations and families. This creates high retention and word-of-mouth referrals.
Invest in Professional Presence: Whether it's liquid chalk for a gym shoot or high-end clinic walkthroughs, your visual brand matters.
Adapt or Die: Reil transitioned from a traditional chiropractic model to a "Hybrid Cairo-PT" model because that’s what the modern, active patient in Des Moines actually wants.
Conclusion
Building a business in Iowa requires a blend of old-school work ethic and new-school marketing. As Dr. Chris Reil and Ryan Snaadt discussed, the road isn't always smooth—especially when it starts in the middle of a pandemic—but with the right niche and a refusal to quit, "crushing it" is entirely possible.
Comments