CALATA
A Wellness & Functional Longevity Community Installed Inside Your Physical Therapy Practice
CALATA gives people in your community a reason to become part of your practice before they need physical therapy— and a reason to remain connected after treatment ends.
Movement • Mobility • Wellness Education • Regulation • Connection
Delivered through an ongoing membership inside your clinic.
You don't have to build it. We're building the system with you.
APPLY FOR ONE OF THE 2 REMAINING POSITIONS →
A Different Relationship With Your Community
Before Physical Therapy
Community members join CALATA to move, learn, stay active and connect.
Physical Therapy When Needed
If a member develops a problem requiring physical therapy, they already know your practice and your team.
After Physical Therapy
When treatment ends, patients can transition back into the CALATA community.
The relationship continues.
This creates something very different from the traditional:
Something Bigger Is Happening Outside Physical Therapy.
This isn't simply about adding another exercise class.
The way people think about health and wellness is changing.
The global wellness and functional longevity economy reached approximately $6.8 trillion in 2024 and is projected by the Global Wellness Institute to approach $9.8 trillion by 2029.
At the same time, movement, prevention, longevity, mental wellness and social connection are becoming increasingly prominent parts of the broader health conversation.
And the need for connection itself is increasingly being recognized as an important part of health and well-being.
Your physical therapy practice already has many of the things this changing market is looking for.
The opportunity may not be to build another business.
It may be to use the business you've already built differently.
What Happens Inside a CALATA Community?
Members gather twice each week with multiple participation options designed to make CALATA easier to fit into real life.
Movement + Mobility
Approachable movement designed for everyday people.
Regulation + Recovery
Simple practices that help members recognize unnecessary effort and explore greater ease.
Wellness + Metabolic Education
Short, practical lessons members can actually use in everyday life.
Connection + Community
A place where people know one another, participate together and have a reason to return.
And this is important:
Your clinic doesn't have to create the programming.
We Create the Program.
Your Clinic Becomes the Community.
This is where CALATA becomes much more than a normal wellness class.
Participate Together.
At designated times, participating clinics can join nationally delivered CALATA sessions.
Put the session on a large screen.
Your local facilitator welcomes members, helps the room, encourages participation and builds the local community.
National sessions are built around Tuesdays and Saturdays, with morning and evening options.
Use It on Your Schedule.
If another gathering time works better for your community, your clinic can use CALATA replays and ready-to-use programming.
Movement flows. Mobility. Regulation practices. Wellness teaching. Discussion prompts. Modifications. Facilitator instructions. Member communication.
One national program. Delivered inside your local practice.
And No—This Isn't Another Program for You to Run.
You probably don't need another idea.
And you definitely don't need another program that somebody tells you to start and then leaves you to figure out.
That's exactly what I'm trying to avoid.
Your existing aide or another appropriate team member can be trained to facilitate the local experience.
Your role doesn't have to be teaching another class twice a week.
A Different Kind of Revenue Inside Your Practice.
Let's use a simple example.
Unlike treatment revenue, adding another wellness member doesn't necessarily require adding another individual treatment appointment.
That's an important distinction.
CALATA is designed so a group of members can participate together—allowing the clinic to serve more people without creating an equivalent number of one-on-one treatment slots.
What Could CALATA Produce?
Membership pricing can be adjusted for each market. For planning purposes, we're using $129 per month.
| Active Members | Monthly Membership | Annual Membership | 10% Bridge to PT | Illustrated PT Revenue | Total Illustrated Revenue |
|---|---|---|---|---|---|
| 20 | $2,580 | $30,960 | 2 Patients | $1,720 | $32,680 |
| 50 | $6,450 | $77,400 | 5 Patients | $4,300 | $81,700 |
| 100 | $12,900 | $154,800 | 10 Patients | $8,600 | $163,400 |
Membership figures assume continuously active members paying $129 per month for 12 months. The PT illustration uses a 10% bridge rate and approximately $860 in revenue per PT episode for simple planning purposes. In similar clinic programs I've worked with previously, we've seen bridge rates reach approximately 20%. That historical experience is not being used as the expected result in these calculations and does not guarantee future results.
And Some Members May Eventually Need Physical Therapy.
Not because CALATA is a disguised patient-acquisition funnel.
It shouldn't be.
People should join because the community itself is valuable.
But consider what can happen naturally.
Someone has been coming into your practice twice a week for six months.
They know your staff.
They trust the environment.
They know what you do.
Then their shoulder begins bothering them. Or their knee. Or they're having difficulty returning to something they love.
Where are they likely to begin looking for help?
Your practice doesn't have to introduce itself for the first time.
The relationship already exists.
Planning Illustration
With 50 active CALATA members, a 10% bridge represents approximately 5 appropriate PT episodes.
Using an illustrative $860 in revenue per episode:
$4,300 in PT Revenue
Historical High We've Seen
In similar clinic programs I've worked with previously, we've seen as many as approximately 20% of members eventually bridge into clinic services.
At 50 members, that would represent approximately 10 PT episodes.
$8,600 Illustrated PT Revenue
Historical experience does not guarantee future results. Clinical services should only be recommended when appropriate and determined by an appropriately licensed clinician.
Don't Let Discharge Be the End of the Relationship.
Physical Therapy
Treatment ends.
CALATA
The relationship continues.
The trust you've spent weeks or months developing doesn't necessarily disappear simply because the episode of care is over.
I'm Not Just Licensing You a Wellness Program.
For about 15 years, I worked closely with physical therapy practice owners.
I helped more than 200 practices identify opportunities, create new ways of attracting patients, develop cash-pay services, improve patient conversations and build systems that helped their businesses grow.
Some of those owners eventually opened second, third and fourth locations.
But the work I enjoyed most wasn't giving owners another marketing tactic.
It was looking at a practice from the outside and seeing something the owner couldn't see from inside it.
Over 12 months, we'll install CALATA.
But I'll also work alongside you to look for opportunities throughout the practice you've already built.
A service that could be packaged differently. A cash-pay opportunity. A patient conversation that's breaking down. An undeveloped source of new patients. A staffing or delegation issue.
I don't know what those opportunities are yet. That's the point.
We'll look for them together.
Here's What Our First 90 Days Look Like.
Build the Plan
Your practice. Your market. Your space. Your team. Your current patients. Your opportunities.
We determine how CALATA fits your particular clinic, identify the right facilitator and establish the milestones and schedule for installation.
Install
CALATA setup.
Facilitator certification and preparation.
Enrollment infrastructure.
Payments and member communication.
Marketing and launch materials.
Activate
We begin putting CALATA in front of your community.
We watch what happens.
We adjust.
We solve problems.
And we begin building the membership.
Then we spend the remainder of our 12 months improving what's working and addressing the next opportunities we uncover.
Why Am I Starting With Only Five Practices?
Because I don't want the first clinics using CALATA to simply receive a manual and a login.
I want to be involved.
I want to see what happens inside different markets.
I want to see what members respond to.
I want to see where clinic owners get stuck.
And I want to refine the system alongside the first practices using it.
So I'm starting with five.
Three are already spoken for. Two positions remain.
The 12-Month Practice Partnership
Paid in Full
Complete 12-month Founding Practice Partnership.
6 Monthly Payments
$16,170 total.
Complete 12-month Founding Practice Partnership.
The partnership continues for the full 12 months regardless of which payment option you select.
CALATA Was Built Around a Different Idea.
Most wellness programs give people more things to do.
More exercises. More stretches. More habits to track. More information to remember. More things to get right.
CALATA starts somewhere different.
People don't come to CALATA to become better at doing wellness.
They're given opportunities to move, explore, notice and become more attune to their body-- where most functional programs fall short.
Sometimes that means adding something. Sometimes it means efficiency. Sometimes it means discovering effort, tension or habits that may no longer be necessary.
There's no expectation that everyone moves the same way, progresses at the same pace or performs the experience perfectly.
The body doesn't experience movement, recovery, metabolism and the nervous system as separate subjects.
Yet wellness is often delivered that way.
One program for exercise. Another for mobility. Another for stress. Another for nutrition or metabolism. Another for recovery.
CALATA brings these conversations into one ongoing experience and helps people begin seeing how the pieces influence one another in everyday life.
The people in the room are part of the experience.
Members aren't simply showing up, completing a workout and leaving.
Over time, they begin seeing familiar faces. They learn names. They notice when someone isn't there. They encourage one another. They bring friends.
The local clinic becomes somewhere people have a reason to return to—even when they aren't there for treatment.
CALATA doesn't ask every clinic to reinvent the program.
The programming, teaching, CALATA Live experiences, replays and ongoing development are created nationally.
But the relationship happens locally.
Your facilitator knows the people in the room. Your members know one another. And your practice becomes their local CALATA community.
CALATA is intentionally being built inside physical therapy practices.
Not because CALATA is physical therapy.
It isn't.
It's because physical therapy practices already contain something difficult to manufacture:
People who understand movement.
A professional environment.
Existing relationships.
And trust.
CALATA gives that practice a reason to be part of someone's life before physical therapy is needed—and a way for the relationship to continue after treatment ends.
CALATA isn't trying to become another place where people are told everything they should be doing to become healthier.
We're building a place where people can keep exploring what healthier might look like for them.
Movement. Wellness. Connection.
Together, over time.
You Don't Have to Decide Whether You Want a Bigger Practice.
Maybe you simply want the business you've spent years building to produce more without asking more of you.
That's the opportunity I want to explore with five practice owners.
Three are already spoken for.
Two positions remain.
Complete the short application and then schedule a 30-minute CALATA Founding Practice Conversation with James.
Financial examples shown on this page are illustrative only and are not guarantees, forecasts or promises of financial performance. Actual enrollment, retention, revenue, profitability, patient conversion and other results will vary by clinic, market, pricing, staffing, participation, advertising, expenses and execution. Historical results from prior programs do not guarantee future results. Clinical services should only be recommended when appropriate and determined by an appropriately licensed clinician.
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