Tracking 2 numbers is why clinics plateau.
Revenue and expenses tell you what happened. The Critical 7 tell you what's about to happen, and what to do about it right now.
What most owners track
These are lagging indicators. By the time you see a problem, it's already cost you.
What top clinics track
Each metric. What it means. Why it matters.
These aren't arbitrary KPIs. Each one is a lever. Pull the right ones in the right order and your clinic transforms.
Revenue
Your top-line health check.
Total dollars collected, not billed, collected. This is the number every owner knows, but most don't track it weekly. A weekly revenue number tells you if you're on pace or if you need to pull a lever right now.
Expenses
What you spend, precisely.
Not an estimate. Not last month's number. Your actual expenses this week, broken down. Most owners are surprised to discover they're spending 15–25% more than they think, especially on labor.
Visits
Your production engine.
Patient encounters per week. This is your capacity utilization metric. Too low means you're leaving money on the schedule. Too high means your staff are burning out and quality is slipping.
New Patients
The lifeblood of growth.
Fresh relationships started this week. This is your pipeline health. If new patients drop two weeks in a row, you have a referral source problem, and you need to know before it hits revenue.
Leads
Your pipeline. Most owners don't track this.
Referral inquiries, website contacts, phone calls that haven't converted yet. Your leads number tells you what your new patients number will look like in 2–4 weeks. Most owners have no idea what theirs is.
FTEs
Capacity, culture, and cost, all in one number.
Full-time equivalents. Not headcount; actual productive hours relative to full-time. Overstaffed kills your margin. Understaffed kills your culture and your patients' outcomes. The right FTE number is where profitability lives.
Units
The number that can double your revenue.
Billable units per visit. A 0.5-unit increase across your clinic can mean $150,000+ per year, and it starts with one conversation about documentation and clinical habits. This is the most undertracked number in PT.
One dashboard. Seven numbers. Every week.
When you work with Sturdy, we build your Critical 7 dashboard together, customized to your clinic's size, structure, and goals. It's not software. It's a system that takes 20 minutes a week and changes how you make every decision.
Clinic owners who implement the Critical 7 report making faster, more confident decisions within the first month, because they finally know what's actually happening in their business.
Units opportunity: +0.3 units × 312 visits = +$2,800/wk
Simple, transparent pricing.
No long-term lock-in on the first clinic. Add locations at a significant discount.
Single Clinic
Full Critical 7 implementation + monthly coaching.
- ✓Custom Critical 7 dashboard build
- ✓Monthly 1-on-1 coaching call
- ✓Weekly metric review template
- ✓Revenue leak audit (first session)
- ✓Direct access to Sturdy via email
$697 setup fee, waived with 12-month commitment
Multi-Clinic
Scale the system across your entire organization.
- ✓Everything in Single Clinic
- ✓Multi-location dashboard rollup
- ✓Cross-clinic benchmarking
- ✓Leadership team training
- ✓Quarterly strategic review
Setup fee waived for multi-clinic commitments
Not sure if it's right for you? Book a free 30-minute discovery call No pitch, just a real look at your numbers.
What clinic owners say after seeing the numbers.
After working with Sturdy I did around 800 fewer visits. BUT… my profit margin doubled going from 7% to 14% and I made $20,000 more in profit. So, if you want to talk about profound I would say that certainly qualifies!
Marc Stewart
Johns Creek Physical Therapy
You're a great Coach, Sturdy. I couldn't have done this without you.
Jay Nitturkar
Founder, pVerify
When I opened my practice in 2017, I found Sturdy online. Through weekly coaching calls, he helped me get crystal clear on exactly what I wanted my practice to look like and built out the systems to get there. I'm now adding two team members and preparing to open a second location.
Stephen Peaden
Restore Physical Therapy, Panama City, FL
I feel very fortunate to have Sturdy in my corner. Times are tough with profit margins shrinking and regulations increasing. I've been very impressed since day one working with Sturdy. The 6-Hour CEO™ program has a systematic and comprehensive approach to building and supporting the growth of my business.
Garrett Akahoshi
Peak Physical Therapy