From Chiropractic to Podcasting: Kevin Christie's Journey of Consistency and Innovation

Speaker A: Welcome to Future Proof, the podcast for founders, marketers and sales leaders who want to scale with clarity. In this show, we dive into how AI systems and practical strategies can help you grow with purpose and efficiency. Today, I'm thrilled to have Dr. Kevin Christie with us. Dr. Christie is an experienced chiropractic physician and sports medicine specialist based in Boca Raton, Florida with over two decades of expertise in treating neuromusculoskeletal conditions. He holds a Bachelor of Science in Exercise Physiology and a Doctor of Chiropractic degree and is certified in advanced techniques such as active Release Techniques, Graston Technique, and Kinesio taping. Dr. Christie has worked with athletes at all levels, from football academies to elite programs, bringing a unique blend of clinical care and performance focused solutions to every patient. He's also the founder of Modern Chiropractic Marketing and hosts the Modern Chiropractic Marketing podcast where he shares actionable insights on growing a healthcare practice, building trust, and achieving business success in today's competitive landscape.

Speaker B: Kevin, welcome to the show.

Speaker C: Hey, thank you. I'm excited to, uh, to dive in and have some fun.

Speaker B: First of all, we have a lot of things in common. You're an entrepreneur, live in Florida. You're a strategic coach. You know, that means you're a growth entrepreneur, growth oriented, ambitious. Uh, we both love marketing. I mean, there's so many things that we have in common. We've known each other for a couple years now, so this is like a real treat having you here. Obviously, like I said, there's a lot of things that I've learned from you and I hope, uh, by the end of this conversation, the audience will learn a ton from you as well.

Speaker C: Yeah, I'm excited. It's been fun to, to work together in, in our workshops and then try to, you know, pick each other's brain a little bit.

Speaker B: Love it. So I want to take you back to chiropractic care. And I don't know when you started. I think you told me briefly, it's been a while. So how did that get started?

Speaker C: Yeah, I graduated in 2005 from Chiropractic School and started practicing back down in South Florida, where I'm originally from. And now I'm 20 years into it as a, uh, as a chiropractor. But yeah, I just got into it. I was an athlete growing up, baseball player, and chiropractic had helped me out. And so when it was time to realize I was not going to be a professional baseball player, I had to, I had to get an education and uh, went to Florida State University as an exercise physiology major, knowing I was going to go to chiropractic school because I had to do a project in high school. I think it was English, where we had to pick a profession we wanted to be and do a whole book report and oral presentation and research on it. And I, again, I realized I was not going to be a professional baseball player. I wanted to be a Marine. But I was an only child and my mom was going to, in her words, bring a machine gun out on me if I joined the Marines. She was not, not into me going into military. That's, uh, a kind of a joke today that her and I still have is she just didn't want her only child going into military. And I love the military. I wish maybe I would have done it. So then she was like, why don't you go and interview the chiropractor you've been seeing? And so that's what I did. I liked it. And yeah, here I am, chiropractor, 20 years now.

Speaker B: Wow. How long did it take before you went from being just a solopreneur to hiring people? And when I came to your office, it's a great operation. I was like, man, this is it. This is. He's got it going on.

Speaker C: Yeah. You know, I, I graduated in 05. I worked for somebody that had a really good practice, very similar office size and setup and I learned a lot there. Then I went into a partnership and did a startup practice, uh, for a few years and then in 2010 opened my own practice. And you know, I just, I was just renting a room. In 2010, I was just renting a room out of an orthopedic office. Fast forward. I joined strategic coach in 2013, knowing I needed to clean up some of my business acumen a bit and did that. And in that same year I actually, yeah, it was that same year I actually had closed on buying my office real estate that you were in. And so I moved in 2014 by time the build out was done into the practice there, so. And that's when I started, you know, really trying to become a real business owner.

Speaker B: Love that. What would you say was your biggest challenge at that time?

Speaker C: You know, healthcare is a very commoditized industry. Right. It's like, it's just, I was in network with insurances when I started and you essentially have a third party dictating what you're going to get paid.

Speaker B: Wow.

Speaker C: And the reimbursement always goes down. It doesn't go up, unfortunately. You know, and in 2015 they, the main carrier, Blue Crossbow Shield of Florida cut our reimbursement by 45%. And so we had to make decisions on that and we decided to go out of network with insurances to try to avoid what Strategic Coach calls that that commoditization trap. Uh, but yeah, that was probably the hardest thing that I've had to deal with professionally.

Speaker B: Geez. And you're no insurance right now. Everybody pays out of pocket. That's amazing. Did you have like nightmares that this may not work out at that time?

Speaker C: It was hard. Yeah. I was sleepless nights and. But you know, you just. There's always something and it's, it's how you kind of react to it. But uh, overall it took about a year to get, to get the transition from IT insurance to non insurance.

Speaker B: And when did your business and you becoming an entrepreneur change from just one health practice to multiple businesses?

Speaker C: Yeah, yeah. So I kind of roundabout way, but I had two locations. I had Boca Tone in Miami, Florida. Then we had some inside of corporations like ADT Security and Royal Caribbean and things like that. We were providing on site care and we were growing pretty well with that. And then it was 2014. Strategic Coach had sent out a letter about this genius network, Joe Polish. I didn't join it, but I looked up who this Joe Polish guy was. Found he had a podcast with Dean Jackson around marketing. I love Marketing was the name of it. And I started digesting that and it really just got me down the marketing rabbit hole and applying it to my practice. And. And then you, you fast forward a little bit. It was like middle of 2016. I started a, a closed Facebook group for chiropractors around marketing. And it was July 2016 and just started putting in information in that at the time Facebook groups were really engaged. Ours is actually still very engaged. But you know, if you had a thousand members in there and you posted something, a thousand people would see it, you know. Now, now Facebook has suppressed even their Facebook group.

Speaker B: Wow.

Speaker C: Engagement. Yeah. But now you know, we got 5,000 chiropractors in that Facebook group still. And, and so that was the beginning of it, uh, back in 2016. And then started my, my podcast with the same name, Modern Chiropractic Marketing. At the time it's now called Modern Chiropractic Mastery. But in, yeah, April of 2017 started the podcast.

Speaker B: Wow. I was going to say. And was it just because it was coming from that Facebook group? You're like, man, maybe I can take this to the next level or yeah,

Speaker C: I uh, started to realize that I, to build a business around marketing for evidence based chiropractors. I didn't know what it looked like and so I, I didn't monetize my audience for a couple years. I just kept on, you know, I did the Facebook group, I started getting email, email list together and then I figured the podcast and back. You know, I, I actually had a podcast before that which was called the Modern Desk Jockey and it was a podcast. We did like 85 episodes over a couple years. And there was a period of time where I was doing both podcasts, but there was a gentleman, John Lee Dumas of Entrepreneurs on Fire, who I was listening to and I, I joined his podcaster's paradise, which was teaching how to have a podcast. So I, I did the podcast on Modern Desk Jockey to tar. It was basically health and wellness for the desk worker. So that was more of. To feed our, our clinical business. And, and so I had, I had podcasting skills at that point. I wouldn't say it was great, but I had done it. And at that time it was not easy to podcast. There was definitely podcasters obviously. There was Tim Ferriss and Joe. There was definitely podcasts, but not a ton.

Speaker B: Sure.

Speaker C: And so I was, I would say I was in the early phase of it. And, and then when I, since I was doing pretty decent with the modern desktop podcast, I knew the next step for me in my business was to do a podcast for chiropractors. And it definitely panned out.

Speaker B: I love it. And you know, when I met you, you taught me so many things. I'm gonna just keep asking you stuff you said. One of the things you've done since 2017 is you never missed a week.

Speaker C: Yeah. Yep. We have a Thursday release for the Modern Chiropractic Mastery podcast and we have not missed a week. And it. And we haven't done anything, you know, like we've occasionally rebroadcasted a show, but it was more of like. Because like we had one doc that was awesome. He passed away. And so we had uh, did a tribute to that and, and re.

Speaker B: Re.

Speaker C: Re aired his podcast. But we haven't, you know, kind of game the system of doing rebroadcast. I'm not against it. I may do that strategically down the road. Not for any other reason than that. I think some past episodes were so good and people. It's when you. Once you're po. Like our podcast now is and a half years old, something that was six years ago. It's hard for people to Find.

Speaker B: Right.

Speaker C: Well, I may do it for that. Not to just fill in my. And not miss a Thursday type of thing. I'm trying to keep my Cal Ripken streak alive. Right. And yeah, we just, We.

Speaker B: We're.

Speaker C: We've been consistent.

Speaker B: Love it. Even through the pandemic.

Speaker C: Oh, yeah, that was even easier. Yeah, it was easier because, you know, you didn't have a lot of expectations. I could record from my house. No one cared. People were. Had a lot of downtime to. To listen to podcasts. Yeah. Ah, that was a kind of a. A good. A good e. Podcasting.

Speaker B: That's awesome. Yeah, you're right there. There were just influx of listeners because nobody was. Yeah. Nobody would. Had anything to do. I mean, I want to ask someone who. Let's say somebody's wanting to start a podcast.

Speaker C: Yeah.

Speaker B: And they didn't have a Facebook group like you. How did you grow your audience in that early days? Or what would you recommend for someone?

Speaker C: You know, it's hard. You know, I was actually listen. I listened to a lot of podcasts. I'm a. I'm a podcast junkie. I mean, I'm constantly as like a secondary activity. I'm listening to podcasts and I was just listening to a podcast and I. For which one it was. But they were talking about like what they would do start a podcast. And the guy was like, I wouldn't want to do it now because I wouldn't know what to do. But this podcast was like 12 years old, so it was a lot harder to get going, but easier to gain traction then. And so there. That is the reality. Like, there's a lot of podcasts out there now. And so I do think if you can find a really tight niche to where your target is, like, it's going to be hard to become Joe Rogan. But if you can be kind of the expert in your niche, that's a big start. And then I think from there it's, you know, whatever. What. What audience do you have? Do you have an email list or do you have. Somewhere there's a following is going to be good. And then I think also, you know, trying to get some guests on there that maybe have a parallel audience.

Speaker B: Right.

Speaker C: And they can promote the episode and that's where you get some listeners there. But yeah, you got to just try to produce great content and go into it, I think not. Not focusing on downloads. Right. Just keep getting better at the craft and do it because you really want to do it. And then from there it. You'll get better at it and it will grow.

Speaker B: That's amazing. I want to tell a story of me and you sitting there in your office. We're masterminding. You're whiteboarding all my ideas and your ideas. And you're like, you should do a podcast. You know, that's how I learned about your experience. I'm like, man. And that's what I want to do. Make a podcast about AI, about sales and marketing, which is the intersection in which that I sit in. I'm like, this is it and here we are. So I want to say thank you.

Speaker C: Yeah, no, absolutely.

Speaker B: Now, because you've been doing this since 2017, is there, like a really rewarding experience or a moment you can share from people that listen to you? Maybe wrote you a letter or showed up or something? This episode is brought to you by IMS M. IMS helps companies use AI, modern marketing and proven sales systems to create predictable growth. If you want better leads, stronger positioning, and systems that can scale without complexity, visit IMS m.net yeah, you know, I

Speaker C: would say there was at some point I was like, I'm going to try to really get some big guests on there and get out of my comfort zone with it. And it was pretty cool to get some of those, uh, for sure. Like, John Lee Dumas was a guest on my podcast, which was really cool. That kind of came full circle. You know, I had Gino Wickman on my podcast earlier in 2025. That was really, really cool to get him on there. There was definitely some industry, like chiropractic industry guests that I got that I was excited about. Joey Coleman was another one that was great to get on the podcast. And so I think getting the confidence to try to get big, some bigger name guests on there and be able to provide value to our audience was definitely something that I've enjoyed.

Speaker B: Love it. And I want to just touch base on AI because it's on everybody's mind. Right? So AI is changing the way we create content. But I want to go back to the chiropractors that you, you know, you are helping in the marketing. What, uh, do you see are the opportunities for practices like yours or other chiropractors?

Speaker C: Yeah, I think AI is great, you know, and as you know, we learn a lot when we're in strategic coach together about AI and the idea that it's, it's human plus AI is where the, the real gold is going to be versus just human or just AI. And so, like, I teach a lot of chiropractors, you know, for instance, let's say you chiropractors or anybody shoots video on information, you know, taking that video and maybe running it through Descript and getting the transcript and then running that into your AI. I would use a paid version and then from there you can say, you know, take this video and turn it into a thousand word blog. Boom. Take this video and write me some email copy that would go with this video. Email my list there. Take this video and do some Instagram. Take this video, take the video and upload it into like Opus Clip which is an AI that will turn a longer form video into IG reels.

Speaker B: Right.

Speaker C: And so take your expertise in your content, then use AI to create other marketing collateral and used for different distributions. So I think that's the big thing. It's versus just going to AI and say hey AI, write me a blog on backpacks and back pain and none of that information is yours.

Speaker B: That's true.

Speaker C: Right. So like, I mean you can do that but it's not going to carry a lot of substance long uh term. And so using your expertise and then just leveraging AI to help you with the uh, the you know, repurposing and distribution of that content.

Speaker B: I love that. And do you think AI is also playing a role in how you deliver care as a chiropractor?

Speaker C: Not yet. Hopefully it doesn't in the sense of the care that we deliver. I think some of the things from a practice standpoint it's gonna, that's helping is you know, doctors are just inundated with notes that we have to do all the time, patient notes which has been a struggle but AI is starting to help out with. So I think you're gonna see a curve where you know, 25 years ago no one had electronical medical records. It was just easy, you write it on hand and it was shitty. Not great notes. Then a lot of regulation came and ehr and it got really cumbersome and frankly a lot of us as doctors have really lost a lot of quality of our life by having to do these notes all the time. I mean it's really been a struggle for many but I think we're going to get on the other end of it and AI is going to really help streamline that for sure.

Speaker B: Love it. I was going to say, you know, you've been doing this for such a long time. Knowing what you know today, would you do anything differently in your practice or just how you scaled it?

Speaker C: You know, I would, I would probably like to have known more about and um, and really abide by the idea of that sunk, sunk cost fallacy and be able to cut ties on certain things quicker, like whether it was a project that wasn't bearing fruit or a particular aspect of our business or things like that. It's uh, hard. You know, I, I really like where I'm at right now in 2025 and in my life. But there's definitely certain things I would have, could have been a lot easier if I would have really understood the sunk cost fallacy aspect of, of, of business.

Speaker B: So rather than just keep going because you're emotionally attached to something, cut it and move on. Yeah, like that. Is it hard to balance being a clinician and also an entrepreneur with multiple businesses?

Speaker C: Yeah, that's very hard. And I, uh, you know, I love how Dan Sullivan will ask it and he's asked me before is like, are you a doctor or are you an entrepreneur that happens to be a doctor? And I kind of look at myself as that ladder where I'm entrepreneurial and I happen to be a doctor, but it's allowed me to like, I only treat patients twice a week right now. And that is nice. I do it part time. I still own the practice 100%. In the, in the not too distant future, probably sell the practice, keep, keep the office, real estate and go all in on, on my MCM business.

Speaker B: Love that. No, I, um. And I think we need that in this world, especially now with AI and everything changing. It's going to put doctors at such a disadvantage if they're not up with the latest tools that you just mentioned. Opus Clip, creating content, posting blogs faster than ever. Hopefully 10x faster. Let me ask you this because you've obviously grown multiple successful businesses. If you were to strip it all down to one principle for long term success, what would you say it is?

Speaker C: It's consistency. I think that's the thing. It's like, yes, there are certain people in any endeavor that just have this unique skill, right? Where they have a talent that is just undeniable. And you just kind of have to assume you're not that person. Right? Like you're not Michael Jordan. You're not, you know, um, Leonardo DiCaprio. You're not the singer, you're not the, you're not Elon Musk. Like these, some of these like crazy talented, insanely skilled in such a unique way. It's like winning the genetic lottery. And, and you know, just assume that's not you and that's okay if it is great, awesome. You, you, you won the lottery, but assume it's Not. And so your strength to, to get where you want to is going to be consistency and doing what needs to be done consistently over time. And you'll get there.

Speaker B: Right.

Speaker C: And I think we see that in a lot of endeavors because for every, you know, obviously talented person that has that unique skill, there's others that didn't necessarily have it on the face of it, but were consistent and ended up in the same place as well.

Speaker B: Would. You're also a fitness guy.

Speaker C: Yeah.

Speaker B: You go to the gym every day. Probably not every day, but it's the same principles there. It's a. Take it.

Speaker C: Yeah.

Speaker B: You know, I gotta say this because I learned this from you for measuring your longevity. It is your VO2 max and your dead hangs.

Speaker C: Yeah. Your grip strength.

Speaker B: Right? Yeah, Grip strength. Like I seriously wrote that down. And I have a pull up bar at my house. Yeah. This is insanity. At that time, believe it or not, Kevin, I couldn't do a pull up or a chin up at that time sitting there. I can now. I can do it now. So not only did you help me, you know, creating this, you probably changed my life in ways that you don't even know. I literally wrote that down. So where'd you get that from? I guess it was a book.

Speaker C: You said listening to podcasts. If you listen to Peter Attia's podcast or Andrew Huberman. But I think Peter Attia talks a lot about the grip strength and in his book, which is a really good book, I forget the name of it, but Peter Attia, Attia. But he talks about a few things, you know, grip strength being one. And he talks about being able to carry dumbbells of a certain weight for a certain length of time, being able to dead hang for a couple minutes, which is way harder than you, than you expect. And then VO2 max being a test of the, of the heart. So that I would give him credit for most of that. But I hear it a lot of different areas. You know, like I had, I've had people on my podcast that are experts in that for sure. There's, there's a lot of people talking about. I was, I was at a chiropractic conference and I forget the gentleman's name, but he was a like PhD exercise physiology. And he, he did a whole thing on the dead hang, like, so it's, it's becoming a lot of people talking about it. And I, I listen to a lot of the health podcasts.

Speaker B: Consistency here again. Right? Just like. Yeah, keep doing it. So I'm gonna keep doing it. And I'LL keep you uh, updated on my success.

Speaker C: Good.

Speaker B: My last, my last question, maybe second to last is how would you define success today compared to when you got started, you know. Yeah, ah, get out of college, wanted to go to chiropractic care because he liked it. Mhm.

Speaker C: I think the success is what you know, is creating a vision that works for you and your family and then, and then achieving that. Right. I don't think. And it doesn't mean money or any. It could be a lot of things. Like, you know, it's like the, there's a, the, the difference between like what eastern culture says successes versus Western and like in the Western, it's like how many things can you add to your life and.

Speaker B: Yeah.

Speaker C: And consume and own and buy and have. And then the Eastern, it's like how, how little can you have? Like how much stuff can you get rid of in your life and chisel away into the, to the real substance of who you are? And so I think for some people it might be more about time and uh, versus money and some people might be more about money. But I think whatever it is is that your family's vision is achieved over a set period of time that you've laid out.

Speaker B: Love that. And you're such a good role model when it comes to family too. So don't worry. Kevin.

Speaker C: Now I am. I've made my mistakes.

Speaker B: I, I have probably my last question. What excites you the most for the future of chiropractic marketing or marketing? You know, all the things that you're involved in.

Speaker C: Yeah, yeah. You know, you know the AI thing is exciting. I, I uh, listen, Peter Diamondis is someone, I listen to all his stuff and podcast and I pay to virtually attend his A360 summit. And he's a very optimistic person around future and, and I try to be as well. It, there's definitely no doubt some things that are nerve wracking about the future. But what I'm excited about and part of why I know I need to go all in on my MCM company is to navigate the AI part and be able to corral that and use it to our company's benefit versus it replacing us.

Speaker B: Agreed. I think this goes for a lot of industries, not just businesses. And uh, so no, it's an exciting one. So Kevin, last question. Where can they find you?

Speaker C: Oh yeah, go to modernchiropracticmarketing.com if you want to reach out to me there. You know that's, that's gonna be the best uh, way to find us if you want to check out a podcast that actually I have listeners that are not chiropractors because we bring on people with different topics, all things kind of business growth. So you can go to modern chiropractic mastery to check that out.

Speaker B: Love it. Hey, thank you so much for the inspiration for making this thing, and I'm gonna see how consistent I can be so that I will take this thing to the next level. Thank you so much, Kevin. Thanks for having me. Thanks for coming.

Speaker C: Thank you.

Speaker B: Thanks for listening to Future Proof. If you enjoyed this episode, subscribe and leave us a review. It will help more leaders find this show. And if you want to see how IMS helps companies grow smarter with AI and sales systems, visit IMS.net as always, thank you so much for listening and I'll see you next time.