Today on the Podcast: Building the Next 100 Years of PT w/ Dr. Kyle Covington, President of the APTA
Listen Now:
—
About This Episode
What does the future of physical therapy actually look like — and who's fighting to shape it?
In this episode, I sit down with Dr. Kyle Covington, PT, DPT, PhD — President of the American Physical Therapy Association and one of the most influential voices in the profession today. A Duke-trained clinician, educator, and policy advocate, Kyle has spent his career going to bat for PTs in the clinic, the classroom, and on Capitol Hill. Now, as APTA president, he's locked in on one mission: positioning physical therapy for the next 100 years.
We get into the big questions — the ones that matter if you're a practice owner, a clinician, or anyone who cares about where this profession is headed.
We cover:
- Why Kyle believes we're at a true "inflection point" for PT — and what's at stake if we don't get it right
- The biggest threats facing outpatient PT right now: reimbursement, workforce, and how the profession positions itself
- How expanding autonomy and direct access could reshape the PT's role in the broader healthcare system
- The future of private practice and what the APTA is doing to support independent owners over corporate consolidation
- Why PT has historically struggled to market itself — and what needs to change at scale
- The rise of hybrid and cash-based models: temporary trend or permanent shift?
- What needs to happen to solve the staffing crisis — and whether a tiered credentialing system could help get more professionals into the field faster
- How "a place where everyone belongs" isn't just a values statement — it's a growth strategy for clinics
If you've ever wondered whether the profession's best days are ahead of it, this conversation will give you a lot to think about — and a lot to be optimistic about.
Listen Above or Read The Summary Here:
Leading the Future of Physical Therapy: Vision, Challenges & Strategies
APTA’s Mission: Advocacy, Education, and Community
Neil welcomes Dr. Kyle Covington, APTA President, who explains the organization’s vital role in supporting PTs through advocacy at national and state levels, comprehensive education, and building strong professional networks. Kyle stresses, “The main things we do are advocate, educate, and also build a community amongst our members.” He encourages PT owners to attend conferences like CSM and PPS to stay connected, gain fresh perspectives, and learn from peers, emphasizing that networking and collaboration are more critical than ever.
Adapting to Change: Growth, Technology, and New Opportunities
- Demand for PT is rapidly increasing, but traditional reimbursement models lag behind. Kyle highlights, “Demand for PT is off the charts, literally growing as fast as supply is low, demand is high, which in any other economy would drive prices up, but in the US healthcare system does not.”
- Technology and AI are transforming care delivery. Neil and Kyle discuss the growing expectation for objective data, analytics, and digital engagement from patients. Clinics should invest in tools that enhance patient outcomes and streamline operations.
- Expanding service lines is key to sustainability. Prevention, wellness, and cash-based services are fast-growing areas. Neil notes, “There’s a big opportunity for clinics to take advantage of that too.” Practices diversifying with cash services can boost revenue, better compete for staff, and reduce dependence on low-paying insurance contracts.
Overcoming Industry Challenges: Payment, Staffing & Marketing
- Reimbursement and workforce pressures are interconnected. Kyle points out the complex challenge of “graduates with the highest debt burdens we’ve ever had” facing stagnant salaries and increasing patient loads. Improving payment and advocating for higher salaries must go hand in hand.
- Negotiation is essential. Practice owners are urged to routinely renegotiate insurance contracts and be willing to walk away if rates are unsustainable. Neil shares, “You have to be willing to walk away. This is where marketing really comes into place. If your clinic is marketed well…you can pick and choose what insurances you do want to take.”
- Retention and mentorship reduce staffing costs. Kyle emphasizes, “The first step is retention…It’s easier to keep the people we have than to get new folks.” Owners should invest in mentorship, professional development, and supportive environments to keep top talent.
- Owners must improve their marketing and storytelling. Kyle states, “We stumble to tell our story effectively…We got to get a handle on telling our story differently and better and more succinctly.” Every PT should educate patients about their broad expertise, empowering them to advocate and refer others. Neil adds, “We have to get better at marketing and selling what we deliver for people.”
Actionable Steps for PT Practice Owners
- Attend APTA events, join the Private Practice Section, and engage with peer networks.
- Diversify services (wellness, prevention, cash-based care) to increase revenue and resilience.
- Negotiate contracts assertively and invest in marketing to control your payer mix.
- Focus on retention, mentorship, and professional growth to keep staff engaged.
- Educate every patient about your clinic’s value, and encourage them to advocate for PT.
Get Involved: Membership and Engagement
Kyle encourages owners to be active APTA members and leverage opportunities like APTA Engage to find volunteer roles and connect with peers: “Don’t just be a passive member, be an engaged and an active member.” Tap into resources, advocacy, and mentorship to move your practice and the profession forward.
Common Questions Practice Owners Ask About This Topic:
- What is the future of physical therapy?
- How is the APTA influencing physical therapy practices?
- What are the biggest challenges facing physical therapy today?
- How can physical therapists expand their practice?
- What are the benefits of hybrid and cash-based PT models?
Don’t Forget To Subscribe!
You can listen to this episode and subscribe to others anywhere you get your podcasts by clicking here. Or, if you prefer, watch full episodes on YouTube! Go to playlist
PS –
See how the right marketing ideas can help you grow your Physical Therapy or Chiropractic clinic