BackBone: December 2025

DECEMBER 2025 | ISSUE 115

BACKBONE News from The Joint Chiropractic

End of Year Wellness Sale Continues Through January 13 Keep focus and energy on helping patients save on care in the New Year

Results are in!

See a complete recap and top performers on pages 7-9

New NFAB Representatives Ready to Serve in 2026

New GO Elite Benchmarks Take Effect in 2026

Meet the newly-elected members from Zone 1 and Zone 2 on pages 11-12

Read about the changes on page 5

DECEMBER 2025 | ISSUE 115

CONTENTS IN EVERY ISSUE

5 November Clinic Openings 5 GO Elite + Honorable Mention 9 WC Profile: Kimberly Moreno 10 Chiropractic Connections 10 The Joint in the News 15 November Leaderboards 16 Tools + Resources

Accounting Dates December 17

Royalty Draw (December 1-15)

December 17

Inter-Clinic Fee Draw/Payment (December 1-15)

January 5

Royalty Draw (December 16-31)

January 5

Inter-Clinic Fee Draw/Payment (December 16-31)

January 6-7

Software Fees – Tech Fee

January 12

Minimum Royalties – December 2025

 Questions? accounting.services@thejoint.com.

2 | BACKBONE

FEATURED STORIES

7

11

Annual Back Friday Promotion Outperforms 2024 Sale New NFAB Representatives Ready to Serve in 2026

ADDITIONAL READS

5

New GO Elite Benchmarks Take Effect in 2026

13

Step Into Your Social Media Era with Content Ideas for January

14

Beyond eLearning: Expanding Your On-The-Job Training Toolkit

 BACK TO TABLE OF CONTENTS

ISSUE 115 | DECEMBER 2025 | 3

FROM

SANJIV'S DESK President and CEO, Sanjiv Razdan

Dear Franchisees and The Joint Community, It’s hard to believe that 2025 is already coming to a close! We began last week's Monthly Pulse virtual call by looking back at the many accomplishments that we achieved together this year, including: •

Launching our mobile app and continuing to enhance and upgrade the platform to provide our patients with the best possible digital experience.

•

Testing, validating and launching the Wellness Plan Kickstart program which has been adopted across nearly the entire system and improving patient lifetime value.

•

Accelerated implementation of our SEO strategy which is resulting in increased organic traffic to Google Business Profiles, clinic microsites and our national blog content.

•

Improving our doctor’s user experience with upgrades to AXIS Back Office.

•

Strong new clinic opening performance in 2025 with a significantly reduced ramp to break even.

I encourage you to watch the event recording for even more highlights across Marketing, Operations, Finance, Chiropractic, Development and our key initiatives. I also hope that you felt the sincere effort we made, and continue to make, to build a culture of accountability, listen and respond to your feedback and ideas, and execute at a faster pace.

We also shared our strategic priorities and initiatives for 2026 which were developed from direct feedback from our franchise system, then prioritized in collaboration with NFAB. We believe we have identified the most important initiatives that will reignite growth, unlock new opportunities to elevate patient experience and help us expand our clinic-level margins, and we will continue to share more in the new year.

4 | BACKBONE

Congratulations on the successful conclusion of our annual Back Friday Sale! Consistent execution by the clinic teams paired with focused, targeted national marketing tactics resulted in greater overall success as compared to our 2024 promotion.

Complete results, including top-performing clinics, can be found on pages 7 - 9.

We are currently in the midst of the End of Year Wellness Sale which will conclude on January 13, and I am incredibly grateful for the continued focus and energy of our clinic teams during this busy season. Every touchpoint matters, and your efforts can help us finish the year strong and carry this positive momentum into the new year. If still needed, please refer to the Promotion Guide for scripts and talking points that will help you discuss the promotion with your patients.

Looking ahead, I’m especially excited about an important milestone on the calendar: our Align 26 National Conference! There’s nothing quite like coming together in person to learn, share ideas, and celebrate what makes our organization special.

This conference will be a powerful opportunity to reconnect, align around our priorities, and move into our next chapter. Look out for registration to start on January 5, and I hope you will all join me in Scottsdale for a wonderful few days of collaboration and connection.

Thank you, again, for all that you do, and I hope you and your families enjoy a peaceful and joyful holiday season and a happy, healthy New Year.

Together we serve,

Sanjiv Razdan

CONGRATULATIONS! November Clinic Openings

SCOTT HUBER, DR. AHMED MIGDADI, D.C., DR. WEGAYEHU GIZAW, D.C., DR. SHAUN ADAMS, D.C. & DR. BENJAMIN ZACCAGNINO, D.C. (Staunton, VA)

JOSHUA LEW (Stamford, CT)

JOE FORTE (Pensacola, FL)

TOTAL CLINICS OPEN: 961 FRANCHISED UNITS: 884

GO Elite: A New Level of Best in Class for Grand Openings There are no GO Elite clinics during the period of November 6, 2025 to December 5, 2025.

We inadvertently omitted some additional clinics that achieved GO Elite status earlier this year.

Congratulations to these franchisees and clinic teams on an excellent New Clinic Launch!

Barry Goodman & Dr. Christina Judon, D.C. The Joint Chiropractic – Clarksville North (TN)

• $38,508 in sales and 439 NPs combined in the first 60 days Dr. Ahmed Migdadi, D.C., Dr. Garrett Abadom, D.C. & Dr. Victor Abadom, D.C. The Joint Chiropractic – Salisbury (MD)

• $42,116 in sales and 479 NPs combined in the first 60 days

New GO Elite Benchmarks Take Effect in 2026 T

he GO Elite honor was created to recognize franchisees and clinic teams for achieving allaround excellence within the first 60 days of a new clinic launch. As our brand continues to grow and strengthen, it is important that we evolve our standards and benchmarks to more closely align with our forward momentum.

Dr. Daniel Rae, D.C. The Joint Chiropractic – West Fresno (CA)

• $48,450 in sales and 403 NPs combined in the first 60 days James Nastri & David Vonesh The Joint Chiropractic – Enfield (CT)

• $35,534 in sales and 423 NPs combined in the first 60 days Justin and Jess Remillard The Joint Chiropractic – New Rochelle (NY)

• $40, 844 in sales and 564 NPs combined in the first 60 days Katherine and Dr. Joseph “Cole” Young, D.C. The Joint Chiropractic – Lawton (OK)

• $34,693 in sales and 614 NPs combined in the first 60 days

Currently, clinics with $30,000 in sales and 400 New Patients within the first 60 days of opening are honored as GO Elite. Beginning on January 1, 2026, the new criteria for achieving GO Elite is $40,000 in sales and 400 New Patients within their first 60 days of opening.

Raising our thresholds ensures that GO Elite status remains a meaningful and aspirational milestone for new clinics. Additionally, this change is designed to help clinics break even more quickly and position themselves for greater long-term success.

We are confident these updated metrics better represent our evolving landscape and will continue to motivate strong operational focus, local marketing execution, and a high-quality patient experience from day one.

 BACK TO TABLE OF CONTENTS

ISSUE 115 | DECEMBER 2025 | 5

April 13 – 15, 2026 Talking Stick Resort Scottsdale, AZ Conference and hotel registration open on January 5, 2026!

Please do not contact Talking Stick Resort directly or reserve your room through the hotel website. All hotel reservations will be completed through the conference registration website.

Submit Nominations for the Top Doctor Award!

E

ach month, the Top Doctor Award highlights the exceptional chiropractors from our system who elevate patient care and transform lives across the country.

We are always accepting nominations that showcase outstanding doctors in the areas of Patient Service, Clinical Excellence, Community Outreach, and Professional Leadership. To nominate, review the eligibility requirements, then click here to submit your clinic’s Top Doctor and help us celebrate the leaders who make a difference.  Questions? Contact Dr. Dustin DebRoy, Manager of Education and Relations, at dr.dustin.debroy@thejoint.com.

6 | BACKBONE

Annual Promotion Outperforms 2024 Sale T

he annual Back Friday Sale concluded on December 8 and offered patients our best deal on packages for the year. Congratulations to franchisees and clinic teams on an excellent and successful execution!

Here are some key results and highlights: •

Total sales from Back Friday packages exceeded $11 million, which was 106.8 percent of sales in 2024 and nearly reached our 2025 goal.

•

The average clinic sold $11,546 in Back Friday packages during the promotion, which was up 7.8 percent from the prior year.

We would also like to recognize some individual top performers from the 2025 Back Friday Sale.

•

Great work by Regional Developers David and Anne Glover and their team whose clinics averaged $12,645 in sales!

•

Cheers to Field Business Consultant Brittany Olenick whose territory averaged $14,666 in sales!

•

A job well done by Joint Ventures and the team at The Joint Chiropractic – East Mesa (AZ), our top-selling clinic with nearly $60,000 in sales!

 BACK TO TABLE OF CONTENTS

ISSUE 115 | DECEMBER 2025 | 7

2025 Back Friday Sale Complete Results 2024

2025

YOY% Change

$10,349,527.69

$11,049,944.91

6.8%

Total Packages Sold

36,532

37,684

3.2%

Open Clinics

966

957

-0.9%

$10,713.80

$11,546.44

7.8%

37.8

39.4

4.1%

Average Amount

$283.30

$293.23

3.5%

Same Store Sales

$9,244,652.69

$9,749,241.91

5.5%

Total Sales

Average Sales per Clinic Average Packages Per Clinic

Top 10: Sales Clinic Name

Franchisee(s)

2025 Sales

East Mesa (AZ)

Joint Ventures, LLC

$59,993

Carmel Mountain (CA)

The Joint Corp.

$48,084

Sayebrook (SC)

The Joint Corp.

$41,605

Queen Creek (AZ)

Dr. Craig Peterson, D.C., Brad Peterson & Boston Peterson

$40,193

Aliso Viejo (CA)

The Joint Corp.

$39,367

Natomas (CA)

Joint Ventures, LLC

$38,833

Pasadena Fairway Parkway (TX)

Dr. Tim McKinley, D.C.

$36,472

CityLine (TX)

Phil & Erin Davis and Chuck Cooper

$35,071

Red Mountain (AZ)

Greg Sarandi

$34,801

Spanish Fork (UT)

Mike Starkey

$34,479

Top 10 Clinics by Year-Over-Year Increases Clinic Name

Franchisee(s)

2025 Sales

Sales Y/Y%

Warminster (PA)

Dr. Gene Fish, D.C.

$2,922

1,468%

Midtown Miami (FL)

David & Marica Essuman and Bryson & Mercede Smith

$6,076

1,423%

Lynchburg (VA)

Jonathan Ceaser

$3,048

471%

Tigard (OR)

Joint Ventures, LLC

$18,919

418%

Statesville (NC)

Jeni Lanier

$3,125

412%

Wood Village (OR)

Joint Ventures, LLC

$14,563

412%

Joplin (MO)

Greg Busch & Mike Klearman

$7,364

406%

Jonesboro (AR)

Dylan Breeding & Dr. Jeffrey Holt, D.C.

$7,219

390%

McDonough (GA)

Dr. Paul Kaiser, D.C.

$5,202

384%

Murray Hill (OR)

Joint Ventures, LLC

$4,307

354%

8 | BACKBONE

National Marketing Efforts Yield Strong Engagement In support of the 2025 Back Friday Sale, the CSC managed several marketing tactics that targeted patients with details about the promotion.

•

The Back Friday landing page featured stronger retail messaging, explained the benefits of packages and added a proof points banner, a strategically-placed graphic that highlights quick, credibilityboosting facts about The Joint.

•

New in 2025! We introduced a sitewide announcement banner and pop up on thejoint.com that showed the offer every time a user visited our website. The banner drove 1,492 clicks to the Back Friday landing page while the pop up was used 8,166 times.

•

Owned audiences engaged strongly with the Back Friday landing page. Patients who receive The Joint’s emails posted a 70% engagement rate while mobile app users showed a 77% engagement rate.

This indicates that these audiences respond strongly to seasonal, value focused messaging tied to a clear landing page experience.

•

We also created a link redirect so that prospective patients searching for Black Friday deals could find The Joint’s promotional landing page more easily. As a result, landing page traffic increased by 32.33 percent versus 2024 and organic search traffic to the page grew over by over 300 percent.

These efforts led to increased incremental traffic and engagement. Using these insights, we now have the opportunity to expand and refine the elements so we can continue to leverage these tactics for future promotions.

WC Profile: Kimberly Moreno The Joint Chiropractic – Lake Nona (FL)

K

imberly Moreno’s own experience with chronic pain and working with a chiropractor is what ultimately led her to The Joint. She strongly believes in the benefits of chiropractic, connected with The Joint’s mission and vision and has become a true brand advocate.

Kimberly has been essential to the Lake Nona clinic since its first day of operation. She started at The Joint in November 2023 and was part of Lake Nona’s grand opening just one month later. With her support, the clinic achieved GO Elite honors with nearly $65,000 in sales and 770 New Patients combined in the first 60 days.

Her excellent communication skills and warm personality have created an environment of trust and accountability with her patients and her colleagues. Kimberly makes sure every patient feels welcomed and comfortable in the clinic and extends the same respect to her fellow Wellness Coordinators and doctors, even calling new WCs to offer help and guidance as they learn the role.

For her efforts, franchisees Toby Hines and John Wash presented Kimberly with their organization’s WC of the Year Award in 2024.

Kimberly is originally from Chile where she was an elementary school teacher. She and her family immigrated to the United States in 2022, and she speaks English, Spanish and Portuguese.

 BACK TO TABLE OF CONTENTS

ISSUE 115 | DECEMBER 2025 | 9

Chiropractic Connections: Building the Brand Across the Country

L

Last month, The Joint was a Bronze Level sponsor of the Florida Chiropractic Association’s (FCA) Southwest Regional Conference in Naples, FL. The FCA is one of the strongest and most influential chiropractic associations in the country, and The Joint values its longstanding relationship with them. Florida and nearby Georgia are a key area for student engagement, recruitment, and professional visibility, and our messaging focused on professional growth, mentorship, and the longterm career pathways available within The Joint.

Thank you to the Florida-area franchisees and doctors that attended the event to support the brand!

Pictured (L-R): Florida-area franchisees and Regional Developers Jeff and Cindy McGinty and Dr. Ed Ernstrom, D.C. at the FCA Southwest Regional Conference.

Event

Location

Dates

ACA Engage 2026

Arlington, VA

January 22 - 24, 2026

Parker Seminars

Las Vegas, NV

February 26 - 28, 2026

ACCRAC 2026

Kansas City, MO

March 26 - 28, 2026

If you are interested in assisting at an event, please contact careers@thejoint.com.

Participating in a Local or Regional Chiropractic Event?

If you are a franchise organization or Co-op that is partnering with a professional chiropractic event in your area, email communications@thejoint.com with the name and date of the event for the opportunity to be featured in an upcoming issue of BackBone!

THE JOINT IN THE NEWS Tom’s Guide Asks The Joint About Improving Posture Earlier this month, Tom’s Guide connected with Dr. Dustin DebRoy, Manager of Education and Relations, for an article on improving posture. The Joint’s inclusion in these types of articles helps readers understand how to make their bodies more robust, stable and capable versus just offering temporary relief. The article reached over 32.6 million online readers, further expanding our reach and brand awareness.

Read “I asked a chiropractor how to fix my posture, and they recommended this one exercise" now!

The Joint Guides Business Insider Readers Towards Supportive Sleep Solutions Business Insider featured Dr. DebRoy’s recommendations in an article focused on mattresses specifically tailored for the individual needs of plus-sized sleepers. Dr. DebRoy provides practical, evidence-informed insights to support a patient population that is often underserved in traditional health and lifestyle content. The article reached more than 67 million online readers.

Read “The best mattresses for heavy people, tested and reviewed by a plus-sized sleeper” now!

Looking for content for your local social media pages?

Share stories from our Newsroom and make sure to follow The Joint Chiropractic on social media, such as LinkedIn. Like, comment and share our news and stories to amplify our brand.

10 | BACKBONE

New NFAB Representatives: Ready to Serve in 2026 T

he National Franchise Advisory Board (NFAB) consists of nine franchise members, divided into three geographic zones. Each zone has three elected members who represent and are located in their respective zone. NFAB members serve for one initial term of three years and are eligible to be re-elected for one additional term of three years.

Recently, franchisees in Zone 1 and Zone 2 concluded the nomination and election process. There were two open seats in Zone 1 and three open seats in Zone 2.

Congratulations to our newly elected NFAB representatives who will officially be inducted in January!

NFAB Zone 1

(AK, AZ, CA, CO, ID, MT, NM, NV, OR, UT, WA, and WY)

Dr. Daniel Rae, D.C. Joined The Joint: 2021 Number of Clinics: 6, all in California Dr. Daniel Rae, D.C. started with The Joint in 2015 as a chiropractor before transitioning into franchise ownership in 2021. Since then, he has successfully built and operated six high-performing clinics across California’s Central Valley and Los Angeles County. As a member of NFAB, Dr. Rae hopes to help bridge the gap between strategic vision and day-to-day execution, empowering franchisees to thrive while strengthening the brand as a whole.

This will be Dr. Rae’s second NFAB term and he currently serves as Vice President. Dr. Rae and his wife, Mary, have received the 2022 Franchisees of the Year Award, the 2023 Marketing Excellence Award and the 2024 CEO’s Leadership Excellence Award.

Dr. Kris Birkeland, D.C. Joined The Joint: 2015 Number of Clinics: 96 in 7 states Dr. Kris Birkeland, D.C. received his Doctor of Chiropractic degree from Palmer College of Chiropractic West in 2009, graduating as class valedictorian and as the recipient of the Clinic Excellence Award. After operating his own chiropractic sports clinic in Arizona for several years, Dr. Birkeland joined the Joint Ventures team and now holds the position of President for the organization. He is excited to bring his experience and knowledge to NFAB to serve his fellow franchisees and the greater interest of the entire brand.

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ISSUE 115 | DECEMBER 2025 | 11

NFAB Zone 2

(AR, IA, IL, KS, LA, MI, MN, MO, ND, NE, OK, SD, and WI) Greg Busch Joined The Joint: 2012 Number of Clinics: 7 in Missouri Greg worked in television production for ESPN, Fox Sports, NBC and CBS, then transitioned into franchising with brands including Dental Laboratory and LTS LeaderBoard. He now owns and manages seven The Joint locations across Missouri and focuses on building operational discipline, developing strong teams and maintaining a deep commitment to patient-centered care. He also previously served on the IT Technology Committee. Greg believes that The Joint’s continued success depends on a unified, collaborative network and he looks forward to helping shape initiatives that strengthen the brand from the inside out.

Connor Davis Joined The Joint: 2021 Number of Clinics: 44 in Dallas/Fort Worth and Denver, CO Connor graduated from the University of Texas at Austin with a degree in finance and joined his family’s organization, PACE Interests, in 2021.

He has helped spearhead efforts to strengthen their organization’s infrastructure, operations and culture. Connor has served as the DFW Co-op President for the past four years and looks forward to further serving his fellow franchisees and the entire system as a member of NFAB.

Billy Perkins Joined The Joint: 2017 Number of Clinics: 15 in Texas Billy Perkins proudly owns 15 clinic locations in Central Texas alongside his son, Dr. Drew Perkins, D.C., and Dr. Mike Shaw, D.C. Under Billy’s guidance, his clinics have been frequent recipients of The Joint’s annual excellence awards, including the 2023 Top 1st Year Sales Award for The Joint Chiropractic – Potranco. He will begin his second NFAB term and looks forward to creating actionable solutions that will strengthen both individual clinic success and the overall brand.

12 | BACKBONE

January Content Ideas:

Step Into Your Social Media Era A

new year means new opportunities to inspire your followers, and January is the perfect time to focus on motivation, mindfulness, and movement. From New Year’s resolutions to mental wellness awareness, this month’s content is all about helping your community start strong and stay aligned (literally).

Download the January 2026 Social Media Resource Guide and use the themes, key dates and content ideas to create educational, uplifting, and on-trend social posts that keep your clinic top of mind in 2026.

Clinic Spotlight: The Joint Chiropractic – Cy-Fair (TX) @thejointcyfair

This month, we’re spotlighting The Joint Chiropractic – Cy-Fair in Houston, TX for their clear, educational, and highly approachable social media presence. Their content does an excellent job breaking down the value of chiropractic care in ways that feel relatable and friendly. Cy-Fair consistently proves that content rooted in real life resonates. Here’s what they’re doing especially well: Educational, Benefit-Focused Content Cy-Fair excels at creating short, digestible videos and posts that highlight why chiropractic care matters. They focus on everyday, relatable benefits like improved mobility, tension relief, and feeling better throughout the day.

This kind of content positions chiropractic care as accessible, practical, and valuable for anyone.

Reels That Show Real-Life Wellness Their feed is filled with short Reels that reflect situations followers can relate to, such as long drives, poor posture from desk jobs, or simply waking up stiff, and show how adjustments can help support daily functionality and comfort.

Why It Works Their feed blends credibility with approachability, helping followers understand how chiropractic care supports everyday life. By staying focused on movement, wellness, and real-world relevance, Cy-Fair has created a social presence that builds trust and encourages patients to make chiropractic care part of their routine.

Kudos to the Cy-Fair team for creating content that educates, connects, and inspires their community one adjustment at a time!

 BACK TO TABLE OF CONTENTS

ISSUE 115 | DECEMBER 2025 | 13

Training Development Preferred Learning Formats (for DCs and WCs)

Beyond eLearning: Expanding Your On-The-Job Training Toolkit

W

hen we think about training team members, it’s easy to default to eLearning in The Learning Center because it is quick, flexible, and efficient. However, eLearning alone can’t fully prepare team members for their clinic roles. A wellrounded training approach blends multiple methods, including eLearning, on-the-job training, and justin-time resources like job aids and flashcards. This combination ensures team members not only understand the “what,” but can confidently execute the “how” in the clinic.

On-the-job training in-clinic allows learners to ask questions, practice essential skills, and receive immediate coaching. Unlike eLearning, in-person training can often surface misunderstandings before they affect the patient experience. Just-in-time tools then reinforce that learning on the job, helping team members accomplish day-to-day tasks in their role.

The 2025 Training Survey (for WCs and DCs), results showed that while eLearning is considered the most helpful format for many team members, 33% of respondents said they benefit most from live training or just-in-time tools (such as Job Aids, Flashcards etc.), reinforcing the need for a blended training approach for clinic staff.

This year, the Training Development Team expanded tools to support the delivery of in-clinic learning experiences. We refreshed resources such as AXIS Job Aids, created WC Role-Play Flashcards, and developed Rollout Guides for key eLearning courses to help leaders validate learning. These resources reinforce eLearning with coaching strategies and guide team members through clinic scenarios with confidence. We encourage clinic leaders to use these resources, in addition to the eLearning paths, to achieve the best results for their teams and clinics.

End of Year Learning Insights for 2025

9

81%

new courses and resources added to The Learning Center

of active users accessed The Learning Center in 2025

Coming Soon!

ELITE Learning Academies Presents

FLAME This instructor-led curriculum was designed by doctors for doctors, and is focused on elevating skills and knowledge to optimize patient experiences and clinic success. Look for Ignite Flame in early 2026!

Questions? Contact training@thejoint.com.

14 | BACKBONE

4.2 average course rating in The Learning Center

November Leaderboard Metrics Each month we highlight the performance leaders on some of our critical metrics. Find out who made the November leaderboards below!

TOP 10 NEW PATIENT PERFORMERS

TOP 10 SALES PERFORMERS

SAN ANGELO (TX)

MIDLAND (TX)

Midland (TX)

$134,143

Groton (CT)

183

Summerville (SC)

$130,297

Odessa (TX)

175

Downey (CA)

$128,824

Pueblo (CO)

174

Natomas (CA)

$125,760

Springfield Southeast (MO) 171

East Mesa (AZ)

$121,301

Sparks (NV)

$120,608

Stamford (CT)

162

Thornton Store (CO)

$111,844

Fayetteville (NC)

162

New Braunfels (TX)

$108,425

Downey (CA)

158

University Town Center (FL)

$108,406

Ocala (FL)

156

Sharyland (TX)

151

Menifee (CA)

151

$134,536 IN SALES

TOP 10 ACTIVE MEMBER GROWTH PERFORMERS

218 NEW PATIENTS

AM GROWTH

AM GROWTH %

AMS BEGIN

AMS END

1

Laurel (MD)

160

41.03%

390

550

2

Bradlee Center (VA)

145

22.27%

651

796

3

Regency Centre (KY)

115

67.65%

170

285

4

Groton (CT)

94

940.00%

10

104

5

Pensacola Navy Blvd (FL)

66

(100.00%)

0

66

6

Stamford (CT)

62

(100.00%)

0

62

7

Pueblo (CO)

56

10.28%

545

601 297

8

Troy Marketplace (MI)

52

21.22%

245

9

Staunton (VA)

41

(100.00%)

0

41

10

Logan (UT)

37

8.60%

430

467

TOP 10 CONVERSION PERFORMERS

CONVERSION %

CONVERSIONS

PROSPECTS

1

Cascade Park (WA)

90.7%

146

161

2

Cumming Town Center (GA)

90.2%

101

112

3

Sugar Hill (GA)

89.4%

59

66

4

East Cobb (GA)

88.6%

70

79

5

North Myrtle Beach (SC)

88.5%

100

113 106

6

Aiken (SC)

86.8%

92

7

Scottsdale Shea (AZ)

85.7%

66

77

8

Sarasota Siesta Row (FL)

84.1%

132

157

9

Glen Ellyn (IL)

84.0%

42

50

10

Alcoa-Maryville (TN)

83.8%

67

80

ATTRITION %

CANCELS

AMS BEGIN

TOP 10 ATTRITION PERFORMERS 1

Gallatin (TN)

2.9%

2

70

2

Brookhaven (GA)

3.3%

3

701

2

Uptown (MN)

3.3%

6

181

4

Windermere (FL)

4.1%

22

540

5

North Columbus Crossing (GA)

4.2%

21

501

6

Wolfchase (TN)

4.3%

41

955

6

East Cobb (GA)

4.3%

19

439

8

Southlake (TX)

4.5%

20

445

9

Woodland Hills (CA)

10 Fort Mill (SC)

TOP 10 COMP % PERFORMERS

 BACK TO TABLE OF CONTENTS

4.6%

18

392

4.7%

30

645

COMP %

2025 SALES

1

Leon Valley (TX)

122.4%

$33,688

2

Turlock (CA)

109.8%

$39,462

3

Marina Del Rey (CA)

87.3%

$35,897

4

Tigard (OR)

76.8%

$41,134

5

Wood Village (OR)

76.1%

$27,963

6

Appleton West (WI)

71.7%

$13,012

7

Easton (MA)

70.8%

$37,442 $63,098

8

Lake Pleasant (AZ)

65.7%

9

Miramar (FL)

58.6%

$39,175

10

Lynnwood (WA)

57.8%

$60,843

10

Summerwood (TX)

57.8%

$16,997

ISSUE 115 | DECEMBER 2025 | 15

REAL ESTATE AND CONSTRUCTION TOOLS + RESOURCES FRANCHISEES

Updated 2025 Construction Manual The Construction Department has released a revised version of the 2025 Construction Manual. This document outlines the standards, procedures, and expectations for planning, building, and managing a construction project with The Joint.

Download the guide on FranConnect   Questions? Please contact construction@thejoint.com.

TALENT ACQUISITION TOOLS + RESOURCES FRANCHISEES

JazzHR Job Posting Guide The Talent Acquisition Team has announced a new process for submitting job ads in JazzHR that offers more ownership and control over posting about and managing open roles.

Download the new Job Posting Guide from FranConnect  NOTE: The Job Opening Request Form has been archived and is no longer accepting responses. Franchisees should post open roles directly in JazzHR through the new process outlined in the Job Posting Guide.  Questions? Please contact careers@thejoint.com.

INFORMATION TECHNOLOGY TOOLS + RESOURCES FRANCHISEES

Windows 11 Upgrade Instructions The Joint recommends upgrading any in-clinic computers currently operating on Windows 10 to Windows 11 before Microsoft support for Windows 10 ends on October 14, 2025.

Download the Windows 11 Upgrade Instructions from FranConnect  There are no immediate implications as a result of this change, however it is important to note that any in-clinic computers operating on Windows 10 will not receive security updates or technical support from Microsoft after October 14. This will result in devices becoming increasingly vulnerable to malware and viruses over time.  Questions? Please contact the IT HelpDesk either by submitting a ticket or by calling 480-245-5960, ext. 3.

FRANCHISEES

PCI Questionnaire Support Guide Each year, franchisees receive an email from support@pciapply.com with a link to log in and complete the PCI questionnaire in order to ensure exemption from monthly PCI fees. To support franchisees with completing this process, the IT Team has created a guide that contains all recommended answers needed to complete the annual PCI questionnaire.

Download the PCI Questionnaire Support Guide   Questions? Contact Mark Elias, Regional Sales Director for Paysafe, directly at mcps.thejoint@gmail.com.

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OPERATIONS TOOLS + RESOURCES FRANCHISEES + CLINIC TEAMS

Spanish-Language Forms Now Available on Dokshop Spanish-language versions of the documents outlined below are now available on Dokshop. The forms can be downloaded and customized to reflect each clinic’s business entity and location.

• Purchase Agreements (including Wellness Plan with Kickstart, 5+1 Wellness Plan Addendum, Flex Plan and Packages) • Intake Bundle • Cancellation/Freeze Forms • State Addenda • Records Request Authorization Form  Questions? Contact Dr. Kevin Lees, D.C., Director of Chiropractic Operations, at dr.kevin.lees@thejoint.com.

FRANCHISEES

Wellness Plan Kickstart Report in MicroStrategy The Wellness Plan Kickstart 2025 report is now available in MicroStrategy. The report breaks down Wellness Plan Kickstart Pricing option sales and shows incremental revenue gains by clinic.

Access the report   Questions? Contact your RD or BSC partner.

FRANCHISEES

Report Card Tool + Training Webinar Recording The Report Card is a tool for measuring and evaluating performance against key metrics in order to achieve clinic goals and objectives and elevate clinic performance. The Report Card is available in MicroStrategy.

Download the video on FranConnect   Questions? Contact Marianne Angell, Sr. Director of Franchise Operations, at marianne.angell@thejoint.com.

FRANCHISEES

Clinic Health Report Please follow the steps outlined below to access Clinic Health Report in MicroStrategy: 1. Log in to MicroStrategy  2. After logging in, type Clinic Health Report into the search bar in the top right corner.

3. The report should appear in the search results. Click the report to open it and begin using it.  Questions? Contact Chad Covington, Director of Enterprise Data Analytics and Architecture, at chad.covington@thejoint.com.

FRANCHISEES

One-Page Business Plan Template The One-Page Business Plan is a tool to support franchisees in goal setting and strategic planning.

It allows users to visualize projections and clinic success using customized data.

Download the One-Page Business Plan Template on FranConnect  View detailed instructions on how to export supporting data from MicroStrategy   Questions? Contact Marianne Angell, Senior Director of Franchise Operations, at marianne.angell@thejoint.com.

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ISSUE 115 | DECEMBER 2025 | 17

MARKETING + PUBLIC RELATIONS TOOLS + RESOURCES FRANCHISEES

BrightLocal Report in MicroStrategy All BrightLocal reporting is now available in MicroStrategy.

Access the reports   Questions? Please contact Tyson Clyne, Director of Digital Marketing Analytics and Technology, at tyson.clyne@thejoint.com.

FRANCHISEES

Marketing Recap from October 30 Monthly Pulse This document outlines the November-January marketing plan, including next steps for the $500 reallocation to the National Marketing Fund, and includes an FAQ to provide additional information.

Download the FAQ from FranConnect   Questions? Contact Andrea Price, Director of Brand Marketing, at andrea.price@thejoint.com.

Marketing Automation Overview & Messaging Guide This updated resource outlines The Joint’s marketing automation process and all current campaigns managed by the CSC. Download Marketing Automation Overview: The Joint Messaging Guide   Questions? Please contact Heather Zielinski, Senior Content Manager, at heather.zielinski@thejoint.com.

Social Media Made Simple Local Playbook This guide was created specifically for clinic teams and outlines clear strategies for posting to social media and other community platforms. The playbook also contains monthly content calendar tips, recommended tools and guidelines for managing responses.

Download Social Media Made Simple: The Local Playbook for Busy Clinics  (Updated Sept. 2025) Q uestions? Please contact Heather Zielinski, Senior Content Manager, at heather.zielinski@thejoint.com.

SEO Unleashed Webinar Recording + Presentation Materials On May 1, The Joint and Coegi partnered to host a webinar on driving SEO momentum in 2025 and opportunities for implementing SEO at the local level.

View the webinar recording  Access the presentation slides  Download the SEO Unleashed: 2025 Search Marketing Playbook for Clinics  (Updated Sept. 2025) Q uestions? Please contact Heather Zielinski, Senior Content Manager, at heather.zielinski@thejoint.com.

Community and Review Management Guidelines The Joint has implemented new Community and Review Management Guidelines for social media and review response management.

View the Community and Review Management Guidelines  All clinic staff, managers within a franchise organization and any third-party partners (outside of OTT or Coegi) that assist in local social media management are required to utilize these guidelines for all interactions across all social media and review platforms.  Questions? Please contact Heather Zielinski, Senior Content Manager, at heather.zielinski@thejoint.com.

18 | BACKBONE

MARKETING + PUBLIC RELATIONS TOOLS + RESOURCES

Social Media Influencer Guide Interested in leveraging a social media influencer from your local market? The Joint has developed resource guides to help franchisees and co-ops source and evaluate a local influencer.

Social Media Influencer Guide: Includes guidelines for reaching out to local influencers, best practices for compensating influencers and sample messaging and collaboration ideas.

Working With The Joint Chiropractic: A guide that can be provided to influencers upon entering into a partnership. It covers partnership expectations, including best practices for authentically portraying their in-clinic experience to their followers.  Questions? Please contact Heather Zielinski, Senior Content Manager, at heather.zielinski@thejoint.com.

Crisis Communications Protocol The Joint’s Crisis Communications Protocol provides a step-by-step overview to help mitigate a potential PR incident.

Download the Crisis Communications Protocol on FranConnect   Questions? Contact Margie Wojciechowski, Director of Public Relations & Communications, at margie.wojciechowski@thejoint.com.

TRAINING + DEVELOPMENT TOOLS + RESOURCES DCs

Continuing Education Resources The Joint’s DCs have exclusive access to affordable, high-quality online continuing education courses and webinars through DC Online and Cleveland University-Kansas City (CUKC). The courses meet licensure requirements for many states while also advancing personal development and chiropractic education.

Access DC Online's catalog of 46 CE courses  Use promo code THEJOINT10 at check out for a 10% discount.

View available courses through CUKC's SmartChoiceCE   Questions? Contact Dr. Dustin DebRoy, D.C., Manager of Education and Relations, at dr.dustin.debroy@thejoint.com.

Chiropractic 101 Curriculum Chiropractic 101 is designed for WCs and non-doctor team members to gain a foundational understanding of what chiropractic is, the impact it has and how to communicate the basics to others. The three courses in the curriculum include Introduction to Chiropractic, Anatomy & Adjustments and Patient Communication Strategies.

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To self-enroll, log into The Learning Center, open the Catalog and navigate to Business, Marketing, Operations > Operations > Front Office. Locate the course and click enroll.

WCs and non-doctors should work with their manager to determine if and when to take this training. Q uestions? Please contact training@thejoint.com.

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ISSUE 115 | DECEMBER 2025 | 19