Most associate relationships don’t fail because of bad intentions, they fail because of bad structure.

Dive deep into how to set up a successful associate model, including the three major areas that make or break the relationship: culture, marketing, and leadership. Whether you’re preparing to hire your first associate or trying to fix what’s not working, this conversation walks through the systems, mindset, and accountability required to scale with people, not problems.

Key Highlights

01:09 – Dr. Bobby introduces the episode’s focus: why 67% of associateships fail and why getting the right systems in place matters.

03:11 – They break down the “win-win-win” potential when associate relationships are structured properly—for patients, owners, and associates.

05:18 – Dr. Lona shares her early experience hiring associates and how scaling required shifting from solo control to team structure.

06:39 – You must build a culture where chiropractic is the hero—not the individual doctor—so others can succeed in your space.

10:13 – Dr. Bobby explains how to edify associates with confidence and trust to patients by modeling leadership and belief.

13:25 – Rule #1: get your internal culture ready before hiring—or you’ll struggle with trust, ego, and onboarding.

15:26 – Rule #2: every associate increases capacity—so your marketing plan must grow too. Referrals alone aren’t enough.

19:56 – A clear marketing calendar is essential before any associate starts. More capacity must be met with more leads.

21:08 – Rule #3: CEOs must buy back time and reinvest it into vision, training, and high-impact leadership activities.

25:35 – Final reflections on building scalable systems, investing in mentorship, and keeping business simple but powerful.

27:15 - Dr. Pete is joined by Success Partner Dr. Dan Ruitenbeek of Shockwave Centers of America to explore how shockwave therapy is transforming chiropractic care. They discuss how this non-invasive technology helps chiropractors treat chronic pain, improve outcomes for conditions like plantar fasciitis, and grow their practices with real ROI in just 90 days—all while staying aligned with core chiropractic values and delivering greater value to patients and communities.

Resources Mentioned
Register Now for the TRP Conversion & Retention Immersion- June 6 & 7, 2025 in Orlando, Florida or June 27 & 28, 2025 in Sydney, AUS - https://theremarkablepractice.com/upcoming-events/

For more information about Shockwave please visit: www.shockwavecenters.com

To schedule a Strategy Session with Dr Lona: https://go.oncehub.com/DrLonaBuildPodcast

To schedule a Strategy Session with Dr Bobby: https://go.oncehub.com/DrBobbyBuildPodcast

Follow Dr Bobby on Instagram: https://qr.me-qr.com/WOz1qy6E

Follow Dr Lona on Instagram: https://qr.me-qr.com/o2oFbovy

Learn what it takes to be Remarkable!: https://theremarkablepractice.com/